JBI Biennial Marketing Update

November 2012

Janet Feeney

JBI Marketing Overview

November 2012

Ovid’s Approach to Marketing

The Power of Integrated MarketingOur multi-channel approach to marketing

MultichannelMarketing

EmailSearch Engine Market

ing

Contests and

Promotions

Search Engine Optimiz

ation

Apps and

MobilePR/ Google News

Social Media

Direct Mail

Renewals

Exhibits

OutboundInbound

Trad

ition

al

Ovid Marketing is Clinically Focused and Globally Available

4

Robust global launch rollout plans• Coordinated plans across product management, marketing and marketing

communications, sales training, customer training and support / customer service

Campaigns on EBM and new clinical content on Ovid for lead generation

March April MayJan-Feb

Present atSales

Meeting

June

Emails, preview collateral created

Talking Points Sales Playbook

Support / Customer Service

Brief

July Aug Sept Oct Nov Dec

New product campaign

Institutional and individual emails emphasizing newness and trusted brand.; Translations

Ongoing social media

Marketing Tactical Build LAUNCH

Shows, regional MLAs, other events, press releases, media, etc .

Thought Leadership/PR

Email 2 Email 3

Web Event

Co-marketing link on partner website

5

LWW Nurse Editors’ Roundtable: The Future of NursingMarch 2011

Engaging clinicians through global thought leadership programs

The Joanna Briggs Institute: Bringing the Evidence to Health Care2 webcasts, April and May 2011

3,244 registrations

from 67 countries

1,525 registrations

from 34 countries

6

Engaging clinicians through global thought leadership programs

Concussion to Consequence:Managing Sports-Related Concussion On & Off the Field

October 2011

Demystifying Research: Simplifying Critical AppraisalMarch 2012

4,252 registrations

from 80 countries

1,577 registrations

from countries

7

JBI Launch

Building awareness pre-launch

• Multiple promotions of the JBI Online books on LWW and Ovid.com

• Building brand through Ovid Webcasts featuring JBI and key EBP concepts such as Critical Appraisal

JBI Marketing Launch Timeline 2012

Demystifying Research: Simplifying Critical Appraisal webcast March 7th;

Re-promote EBM on-demand webcasts including 2011 JBI overview webcast

Re-promote JBI online books and PaceSetters

Finalize GTM plans for English, Chinese and Spanish launches; and ecommerce in English

Finalize messaging platform in all markets

Develop grid f JBI content by “research intent” and “job title” to create sales ”flash cards” for August

Re-promote EBM on-demand webcasts including 2011 JBI overview webcast

Incorporate feedback from users into marketing; gain testimonials

Nursing Education Association Conference EBP Workshop featuring Anne Woods

March April MayJan-Feb June July Aug Sept Oct Nov Dec

New product campaign

Institutional and individual emails; prospect & house lists;test & optimize messaging

Sales/Support Training

LAUNCH

ANCC, JBI Colloquium, Regional MLAs, others, press releases, media, etc

Industry Awareness/PR

Microsite, ads, web banner ads, online paid search, social media

Analyst Awareness

Marketing Tactical Build

BETA

Ongoing

MLA Value of Nursing on Ovid / JBI@Ovid Coming Soon

Flash on Value of Nursing Content on Ovid

MLA Sunrise Seminar and CHLA Breakfast with Ovid - “A Librarian’s Guide to Implementing Evidence” featuring Anne Woods and local JBIspeakers

Email series on Nursing content

Introduce self-paced CE on EBM featuring Anne Woods and other speakers

Build JBI Brand

E-Commerce Launch

English, Chinese and Spanish language

Overview and Transition Materials for Existing and New Customers

Welcome JBI Subscribers FactsheetsHigh-level Institutional Factsheet

Comprehensive Coverage for New Customers

New 4-page fact sheet covering content and

all tools

Comprehensive JBI Multi-page Brochure

Event Signage and Kiosk Now Available

Signage

Event Kiosk

Advertising & Library MarketingMarketing for Customer Libraries

– Posters and Web Icon

Ad placements targeted for libraries and clinicians

New landing page at Ovid.com/jbi

Updated Ovid Resource Center– Nursing@Ovid tab

• JBI collateral and materials posted in Nursing@Ovid section

• Updated Nursing Quick Reference Card covering new EBP toolbarhttp://resourcecenter.ovid.com/site/resources/prodinfo_nursing.jsp

– Library Toolkit tab• New posters and tool icons for

library intranetshttp://resourcecenter.ovid.com/site/resources/downloads_library.jsp

Internal Sales Support Materials• Now Available from

JBI Resources on OneSource• Customer-Facing Presentation Deck

(24 slides, high level introduction)• Evidence-Based Practice: Improving

Practice, Improving Outcomes Deck(75 slides, comprehensive)

• Customer-Facing FAQs• Sales Internal-Only FAQs• Sales Talking Points• Medical Selling Scenarios

Coming Later in 4Q:• Academic and Corporate Selling Scenarios• 1-Page Selling Scenario Briefs

(Medical, Academic and Corporate)

Events and sales readiness• Chief Nurse Anne Woods on the road

prelaunch MLA Sunrise Seminar in Seattle WA 2012 (with Susan

Weeks) in May CHLA breakfast in Ontario, CA (with Margaret

Harrison) in June South Africa’s Nursing Education Association Meeting

in September

• Spreading the word at launch at key industry events – ANCC Magnet– Quad MLA (major East Coast US librarian meeting)

and other fall MLAs– Boston-area Medical Librarian customer mtg– Cochrane Colloquium– Frankfurt Book Fair– Beijing Book Fair– Charleston Conference – And more

• Current series of global calls to train sales and make them aware of all JBI-related materials available to them

Sales rep John Schwartz demoing for nurses at ANCC

Anne Woods presenting to medical librarians at Quad MLA

ShopJBI.com launch in November

• Launching 19 Nov-12

• Enables direct sales for institutions and group practices who are not actively called on by the Ovid salesforce– Under 250 bed facilities– Specialty care settings

Questions?

Thank You!