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#CMWorld The Engagement Code- Breaker Cracking the code and reaching your key decision-makers and influencers through smart content marketing Marilyn Cox Marketing Principal – Industry Center of Excellence

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Page 1: Cracking the code and reaching your key decision-makers and influencers through smart content marketing

#CMWorld

The Engagement Code-BreakerCracking the code and reaching your key decision-makers and influencers through smart content marketing

Marilyn CoxMarketing Principal – Industry Center of

Excellence

Page 2: Cracking the code and reaching your key decision-makers and influencers through smart content marketing

#CMWorld

Marilyn Cox

@MarilynECox

[email protected]

If I couldn’t be a Modern Marketer, I would be a professional wrestler with the WWE

Page 3: Cracking the code and reaching your key decision-makers and influencers through smart content marketing

#CMWorld

Tweetable Takeaway #1: Pharma companies are considering what's important to their audience; time, credibility, relevance, and interest. #CMWorld

Page 4: Cracking the code and reaching your key decision-makers and influencers through smart content marketing

#CMWorld

Oracle Confidential – Internal/Restricted/Highly Restricted

4

Tweetable Takeaway #2

Digital Resource Report states there is a strong need by HCPs for 3rd party non-branded content.

Pharma must meet this challenge. #CMWorld

Page 5: Cracking the code and reaching your key decision-makers and influencers through smart content marketing

#CMWorld

Oracle Confidential – Internal/Restricted/Highly Restricted

5

Tweetable Takeaway #3

Consider gamified content to educate users about the risks and challenges of drug discovery. #CMWorld

Page 6: Cracking the code and reaching your key decision-makers and influencers through smart content marketing

#CMWorld

Oracle Confidential – Internal/Restricted/Highly Restricted

6

Tweetable Takeaway #4

Leverage online Use medical apps to collect insight to better service your audience and drive the direction of content creation. #CMWorld

Page 7: Cracking the code and reaching your key decision-makers and influencers through smart content marketing

#CMWorld

Oracle Confidential – Internal/Restricted/Highly Restricted

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Tweetable Takeaway #5

Leverage online communities to improve patients lives �and drive future drug discovery #CMWorld

Page 8: Cracking the code and reaching your key decision-makers and influencers through smart content marketing

#CMWorld

Oracle Confidential – Internal/Restricted/Highly Restricted

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Tweetable Takeaway #6

Incorporate other digital channels into your social media initiatives.

If it works, run with it. #CMWorld

Page 9: Cracking the code and reaching your key decision-makers and influencers through smart content marketing

#CMWorld

Oracle Confidential – Internal/Restricted/Highly Restricted

9

Tweetable Takeaway #7

Leverage tweetchats to engage your audience and grow social presence.

Plan upfront for issues that might conflict with regulations #CMWorld

Page 10: Cracking the code and reaching your key decision-makers and influencers through smart content marketing

#CMWorld

Oracle Confidential – Internal/Restricted/Highly Restricted

10

Tweetable Takeaway #8

Consider a payer forum to provide content important to payers like comparative effectiveness and budget impact models #CMWorld

Page 11: Cracking the code and reaching your key decision-makers and influencers through smart content marketing

#CMWorld

Tweetable Takeaway #9: Use the analytics captured from these communications to justify the additional efforts and budget required to grow relationships #CMWorld

Page 12: Cracking the code and reaching your key decision-makers and influencers through smart content marketing

#CMWorld

Tweetable Takeaway #10: Develop strong content, unify digital channels, and focus on data forensics to grow revenue, extend reach, and empower sales #CMWorld