digital strategy in the now economy: proactive and real-time

©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com

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Digital Brand Strategy in the NOW Economy: Proactive and Real-Time

Social Media In Pharma Online Summit

July 21, 2011


Ellen Hoenig

Photo Credit: iStock


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Pharma Is No Exception— Consumers Make the Rules

©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com 2 Credit: Hubspot 101 Marketer's Quotes


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The Emerging Role of Digital

©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com 3 Credit: Hubspot 101 Marketer's Quote


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• The NOW Economy Demands… 5-12

• Kick-Ass Digital Brand Strategy 3-20

• Requires New Skills & a Disciplined Process 21-37

• 5 Imperatives to Boost Your Digital IQ 38-54

• Go. Initiate. Enchant. 55-59

Outline

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The NOW Economy Demands



“One result of the internet revolution

is that the people formerly known as

the patients/audiences became

publishers and broadcasters – and

pundits and critics.” -Lee Rainie, Director

Pew Internet & American Life Project

6 6 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com


Being ready for

and engaging with

e-Patient journalism


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Preparation for a

new openness…

©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com Credit: Hubspot 101 Marketer's Quotes

Image Credit: Artsl 7




Greater

authenticity &

transparency

Credit: Hubspot 101 Marketer's Quotes

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Smarter, faster,

and cheaper

marketing

©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com Credit: Hubspot 101 Marketer's Quotes

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Real-time response

“Everyone has a plan until they’ve been hit.” - Joe Lewis

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A new real-time

mindset


Credit: Hubspot 101 Marketer's Quotes 11



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New Skills,

Actions,

Processes…

To Enchant



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Developing a Kick-Ass Digital Strategy



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Core Brand Strategy

Digital Brand Strategy

Digital Media and Tools

Web, Mobile, Social Media

Developing A Kick-Ass Digital Strategy

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Digital strategy must fit with

brand strategy—

not the other way around



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Digital strategy

must strengthen

the brand’s core

promise…




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“A brand is the set of expectations,

memories, stories and relationships

that, taken together, account for a

customer’s decision to choose one

product or service over another.” – Seth Godin

If you think about it, we are

all defined by the

experiences and actions of

our lifetime. So are

brands.*

* Read Scott Bedbury’s A New Brand World




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It isn’t about technology…


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It’s about integrating changing digital realities into a core brand strategy


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“Creates opportunities-

the platform- for brands to

build relationships and to

have conversations

through digital media.

– Substance blog


The essence of KADS:

create relationship-building

opportunities




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It is the Relationship,

Stupid…

Listen First.

Sell Later.



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Requires a Disciplined, Fluid Process



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Some things don’t

change—

Cornerstones of great

digital strategy—

Especially critical for

healthcare

Deep Insight Being Human



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Align Objectives

Clear Brand Promise Deep Insight Drive Value

Creation Implement/ Integrate

Metrics & Measurement

6 Steps


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Carefully articulate and align:

-company/brand objectives

-digital objectives, including branded and unbranded

-portfolio considerations

-company risk profile

• How will we define success?

• What ‘collective actions’* are

we trying to effect?

• What will we measure?



* Collective actions coined by Alex Butler


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Clear and compelling

brand promise

A Strong Foundation Is Paramount

• Clarity

• Relevance and Resonance

• Distinctly Competitive

Keep Brand Promise Focus

• Cross-channel integration

• Digital platform integration

• Consistent Delivery and Actions



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Dive deep below the surface to gain competitive advantage and differentiation

Hint: surface knowledge is readily available to all…

Carefully prioritize each segment; get to know each persona intimately

Image Credit: Insight Iceberg, Deep Dive by Rich Horwath ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com


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Listen with intent

to act





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Think like… Your consumers Your patients Your caregivers…





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• Need/Gap Analysis— Active listening,

insightful research

• Competitive & community landscape

• User-experience assessment

• Long-tail consideration: How do

segments/individuals differ?

• Current Media/SM usage; tech savvyness

• Disease considerations

• Forward thinking scenario planning

Successful deep

dives require…




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Give patients what

they care about at

just the precise

moment they need it


•Credit: Hubspot 101 Marketer's Quotes ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com

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Pay careful attention

to the information

patients look for on

line—it’s not just

about benefits

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Information patients

find ‘acceptable’

from Pharma co.'s


Source: 2011 DTC Study Prevention

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Consumers find

Pharma sites

helpful; still much

opportunity to

improve.


Base: go online for prescription medicine information

Source: 2011 DTC study Prevention


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Customer value creation—

Beyond just the Rx:

What useful information

and/or services can you

provide?

• Beyond brand benefits & messages

-Patients want safety & risk info

• Two-way exchange; consumers want to be heard i.e. customer service ops

• Community building; access to others ‘like me’, use of patient data

• Health benefits/services beyond Rx e.g. health games, mobile apps/tools



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What else can you do to

provide greater value and

support?

•Common language— 2/3’s U.S. adults

60+ have inadequate/marginal literacy

•Easy to use; meets them where they

are…literally and technologically

•Uses curation to help simplify

•Timely. Consistent.

•Provides emotional support; empathy

•Engages with the unexpected; ‘fun’



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Don’t let your core brand

focus slip during

implementation and

integration



Implement • An iterative process • Metrics: Establish. Measure.

Learn. Adapt. Improve. • Ensure policies are in place

Integrate • Across digital platforms • With off-line channels • Plans for future digital platforms • Across Pharma customers

•Implement/ Integrate


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Metrics & Continuous

Learning...

Key to the spontaneity

digital demands


Iterative doesn’t mean “fixing errors”

Changes



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Five Imperatives To Boost Your Digital IQ



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1. Content Strategy

2. Perfect Fit

3. Digital Ecosystem

4. Foster Community

5. Get Over Lack of Control

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Content Strategy

Create content & context;

curate—but be original “A great story is not predictable

although its central truth is often

familiar. A great story surprises. It

teaches. It hooks the audience,

sometimes with an image or a

metaphor. It connects.“ - NewsLab

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What to think about… How sharp are your content management skills?

• Stop thinking ‘messaging and promotion. Solve customer problems. Be relevant.

• Make your patients/CGs the center of the story- not the brand

• Don’t sound like everyone else

• Write with a human voice

• Use the element of surprise

• Show enthusiasm and passion


Content Strategy

For more content learning, read Content Rules by A Handley

and CC Chapman


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Extend personalization

& customization

Pursue a perfect experience

Go For a Perfect Fit Five Imperatives To Boost Your Digital IQ

©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com 42 •Photo Credit: iStock


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Go For a Perfect Fit

Niches require

micro-targeting and

personalization



•Credit: Hubspot 101 Marketer's Quotes


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Map to your patients’

“buying processes”






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“True value creation only happens with

impeccable focus on delivering insight

and support to each customer with each

interaction—better than your

competition.

One way to do this is to create different

personas that you vigilantly defend

throughout digital planning that map

back to how your customers approach

their treatment pathways.” -Ellen Hoenig

Delivering maximum value

requires focused discipline

and going for ‘perfect fit’.





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Not Just A Website • Think open digital pathways and

connections

• Marry the socio-technical aspects of digital platforms

• Promote interaction, sharing and learning

• The world is multi-dimensional. Use all sensory and geo options. Encourage local adaptation.

• Design for optimization of each digital platform, e.g. Mobile vs. Web

Build a Digital Ecosystem




47 47 ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com

“Inspired by natural ecosystems, digital ecosystem takes into account self-organization, scalability and sustainability.” - Wikipedia




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Five Mobile Considerations: •Drive toward convenience. Ensure immediacy, simplicity, context

•Focus on customer needs—what’s in it for them?

•Mobile is as much a product as a channel

•Divorce from the PC. Mobile is driven by different factors and opportunities.

•Be nimble; dynamic ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com

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It takes a community to

support a patient…

And patients will accept

nothing less...



Foster Community & Relationships


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People turn to different

sources for different

kinds of information.

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•Patient to Patient

•Patient to Doctor

•Patient to Family

•Pharma to Patient




Photo credit: istock


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Get Over Lack of Control

One-way messaging is

obsolete—the new world of

self-publishing means

“I agree with the words of Charlie

Safran, MD ‘Patients are the most under-utilized resource’ in health IT. And I think it applies to all of healthcare.” – E-PATIENT DAVE DEBRONKART, AUTHOR LAUGH,

SING, AND EAT LIKE A PIG ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com

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Focus on what you

CAN control

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There’s a lot of fear-mongering about “losing control” of your brand online, when, in fact, you’ve got control over as much as you always have: how you present your business and how you act.

JAY BAER & AMBER NASLUND AUTHORS OF THE NOW REVOLUTION


Credit: Hubspot 101 Marketing Quotes 53


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Think of Digital Media as a Public Space, and ask, “What space can our brand or company create for our best patient customers?





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Pharma: Go Initiate. Enchant



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“Poke the Box” by Seth Godin

Pharma: Go. Initiate.


When was the last time you did something for the first time?


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Don’t wait too long





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Better to start small… dip

your toes… vs. doing

nothing… Or waiting to

make it ‘perfect’.



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“Now that we can do

anything, what will we do?” -Bruce Mau, Massive Change


With thanks to the leaders who

have forged the digital and

healthcare 2.0 path: Scientists,

Regulatory, Marketers, Creatives,

ePatients, Caregivers…

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Ellen Hoenig

Connect with me: www.advancemarketworx.com http://blog.www.advancemarketworx.com http://twitter.com/ellenhoenig http://www.linkedin.com/in/ellenhc

Graphic Design: The Cournell Group

Other recent writings you might enjoy Brand Champion Health Check: Is Your Brand In Shape To Win? Pharma Marketers: 6 Key Skills Every Brand Champion Will Possess

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http://blog.advancemarketworx.com/wwwblogadvancemarktworxcom/bid/29408/Keep-Your-Brand-Healthy-And-Thriving-Complimentary-eBook

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http://blog.advancemarketworx.com/wwwblogadvancemarktworxcom/bid/28490/Pharma-Marketers-6-Key-Skills-Every-Brand-Champion-Will-Possess

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digital strategy in the now economy: proactive and real-time

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