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Digital Strategy in the NOW Economy: Proactive and Real-timehare722f 110722091721-phpapp01(1)
- 1. Digital Brand Strategy
in the NOW Economy:
Proactive and Real-Time
Social Media In Pharma Online Summit
July 21, 2011
Ellen Hoenig
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- 3. The Emerging
Role of Digital
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Credit: Hubspot 101 Marketer's Quote
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- 4. Outline
• 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
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- 5. The NOW Economy Demands
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- 6. The NOW Economy
Demands
Being ready for “One result of the internet revolution
and engaging with is that the people formerly known as
the patients/audiences became
e-Patient journalism
publishers and broadcasters – and
pundits and critics.”
-Lee Rainie, Director
Pew Internet & American Life Project
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- 7. The NOW
Economy
Demands
Preparation for a
new openness…
Image Credit: Artsl
Credit: Hubspot 101 Marketer's Quotes
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- 11. The NOW
Economy
Demands
A new real-time
mindset
Credit: Hubspot 101 Marketer's Quotes
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- 13. Developing a Kick-Ass Digital Strategy
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- 14. Developing A
Kick-Ass Digital Strategy
Digital strategy must fit with Core Brand Strategy
brand strategy— Digital Brand Strategy
not the other way around
Digital Media and Tools
Web, Mobile, Social Media
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- 16. Developing A
Kick-Ass Digital
Strategy
If you think about it, we are “A brand is the set of expectations,
memories, stories and relationships
all defined by the
that, taken together, account for a
experiences and actions of
customer’s decision to choose one
our lifetime. So are product or service over another.”
brands.* – Seth Godin
* Read Scott Bedbury’s A New Brand World
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- 18. Developing A
Kick-Ass Digital
Strategy
It’s about integrating
changing digital realities
into a core brand strategy
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- 19. Developing A
Kick-Ass Digital
Strategy
The essence of KADS: “Creates opportunities-
create relationship-building the platform- for brands to
opportunities build relationships and to
have conversations
through digital media.
– Substance blog
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- 20. Developing A
Kick-Ass Digital
Strategy
It is the Relationship,
Stupid…
Listen First.
Sell Later.
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- 21. Requires a Disciplined, Fluid Process
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- 22. Requires a Disciplined,
Fluid Process
Some things don’t
change—
Cornerstones of great
digital strategy—
Especially critical for Deep Insight Being Human
healthcare
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- 23. Requires a Disciplined,
Fluid Process
6 Steps
Align Clear Brand Drive Value Implement/ Metrics &
Deep Insight
Objectives Promise Creation Integrate Measurement
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- 24. Requires a Disciplined,
Fluid Process
Carefully articulate and
align: • How will we define success?
-company/brand objectives • What ‘collective actions’* are
-digital objectives, including we trying to effect?
branded and unbranded • What will we measure?
-portfolio considerations
-company risk profile
* Collective actions coined by Alex Butler
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- 25. Requires a Disciplined,
Fluid Process
Clear and compelling A Strong Foundation Is Paramount
brand promise • Clarity
• Relevance and Resonance
• Distinctly Competitive
Keep Brand Promise Focus
• Cross-channel integration
• Digital platform integration
• Consistent Delivery and Actions
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- 26. Requires a Disciplined,
Fluid Process
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
©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com 2626
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Image Credit: Insight Iceberg, Deep Dive by Rich Horwath
- 28. Requires a
Disciplined, Fluid
Process
Think like…
Your consumers
Your patients
Your caregivers…
Credit: Hubspot 101 Marketer's Quotes 28
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- 29. Requires a
Disciplined, Fluid
Process
• Need/Gap Analysis— Active listening,
insightful research
Successful deep • Competitive & community landscape
dives require… • User-experience assessment
• Long-tail consideration: How do
segments/individuals differ?
• Current Media/SM usage; tech savvyness
• Disease considerations
• Forward thinking scenario planning
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- 30. Requires a
Disciplined, Fluid
Process
Give patients what
they care about at
just the precise
moment they need it
•Credit: Hubspot 101 Marketer's Quotes
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- 31. Requires a
Disciplined, Fluid
Process
Pay careful attention
to the information
patients look for on
line—it’s not just
about benefits
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- 33. Requires a
Disciplined, Fluid
Process
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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- 34. Requires a Disciplined,
Fluid Process
• Beyond brand benefits & messages
Customer value creation—
-Patients want safety & risk info
Beyond just the Rx:
• Two-way exchange; consumers want
What useful information to be heard i.e. customer service ops
• Community building; access to others
and/or services can you
‘like me’, use of patient data
provide? • Health benefits/services beyond Rx
e.g. health games, mobile apps/tools
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Reserved.
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- 35. Requires a Disciplined,
Fluid Process
What else can you do to • Common language— 2/3’s U.S. adults
60+ have inadequate/marginal literacy
provide greater value and
• Easy to use; meets them where they
support?
are…literally and technologically
• Uses curation to help simplify
• Timely. Consistent.
• Provides emotional support; empathy
• Engages with the unexpected; ‘fun’
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- 36. Requires a Disciplined, •Implement/
Integrate
Fluid Process
Implement
Don’t let your core brand • An iterative process
focus slip during • Metrics: Establish. Measure.
Learn. Adapt. Improve.
implementation and • Ensure policies are in place
integration Integrate
• Across digital platforms
• With off-line channels
• Plans for future digital platforms
• Across Pharma customers
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- 37. Requires a Disciplined,
Fluid Process
Metrics & Continuous
Learning...
Key to the spontaneity Iterative doesn’t
mean “fixing errors”
digital demands
Changes
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- 38. Five Imperatives To Boost Your Digital IQ
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- 39. Five Imperatives To
Boost Your Digital IQ
1. Content Strategy
2. Perfect Fit
3. Digital Ecosystem
4. Foster Community
5. Get Over Lack of Control
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- 40. Five Imperatives To Content Strategy
Boost Your Digital IQ
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
Photo Credit: Getty Images
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- 41. Five Imperatives To Content Strategy
Boost Your Digital IQ
What to think about… • Stop thinking ‘messaging and
promotion. Solve customer
problems. Be relevant.
How sharp are your
• Make your patients/CGs the
content management
center of the story- not the brand
skills?
• Don’t sound like everyone else
• Write with a human voice
• Use the element of surprise
For more content learning, read Content Rules by A Handley • Show enthusiasm and passion
and CC Chapman
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- 42. Five Imperatives To Go For a Perfect Fit
Boost Your Digital IQ
Extend personalization
& customization
Pursue a perfect experience
•Photo Credit: iStock
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- 43. Five Imperatives Go For a Perfect Fit
To Boost Your
Digital IQ
Niches require
micro-targeting and
personalization
•Credit: Hubspot 101 Marketer's Quotes
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- 44. Five Imperatives Go For a Perfect Fit
To Boost Your
Digital IQ
Map to your patients’
“buying processes”
Credit: Hubspot 101 Marketer's Quotes
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- 45. Five Imperatives To Go For a Perfect Fit
Boost Your Digital IQ
“True value creation only happens with
Delivering maximum value impeccable focus on delivering insight
and support to each customer with each
requires focused discipline
interaction—better than your
and going for ‘perfect fit’. 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
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- 46. Five Imperatives To Build a Digital Ecosystem
Boost Your Digital IQ
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
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- 47. Five Imperatives To Build a Digital Ecosystem
Boost Your Digital IQ
“Inspired by natural
ecosystems, digital
ecosystem takes into
account self-organization,
scalability and
sustainability.” - Wikipedia
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- 48. Five Imperatives To Build a Digital Ecosystem
Boost Your Digital IQ
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
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- 49. Five Imperatives To Foster Community & Relationships
Boost Your Digital IQ
It takes a community to
support a patient…
And patients will accept
nothing less...
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- 50. Five Imperatives To Foster Community & Relationships
Boost Your Digital IQ
People turn to different
sources for different
kinds of information.
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- 51. Five Imperatives Foster Community & Relationships
To Boost Your
Digital IQ
•Patient to Patient
•Patient to Doctor
•Patient to Family
•Pharma to Patient
Photo credit: istock 51
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- 52. Five Imperatives Get Over Lack of Control
To Boost Your
Digital IQ
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
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- 53. Five Imperatives Get Over Lack of Control
To Boost Your
Digital IQ
There’s a lot of fear-
Focus on what you mongering about
“losing control” of your
CAN control 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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- 54. Five Imperatives Get Over Lack of Control
To Boost Your
Digital IQ
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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- 55. Pharma: Go Initiate. Enchant
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- 56. Pharma: Go. Initiate.
“Poke the Box”
by Seth Godin
When was the last time
you did something for the
first time?
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- 57. Pharma: Go. Initiate.
The Future of Health
is Social
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Photo Credit: iStock
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- 58. Pharma:
Go. Initiate.
Don’t wait too long
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©2011 AdvanceMarketWoRx, LLC Rights Reserved. www.AdvanceMarketWoRx.com Credit: Hubspot 101 Marketer's Quotes
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- 59. Pharma: Go. Initiate.
Better to start small… dip
your toes… vs. doing
nothing… Or waiting to
make it ‘perfect’.
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Photo Credit: iStock
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- 60. “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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- 61. Ellen Hoenig
Other recent writings you might enjoy Connect with me:
Brand Champion Health Check: Is Your Brand
www.advancemarketworx.com
In Shape To Win?
http://blog.www.advancemarketworx.com
Pharma Marketers: 6 Key Skills Every Brand http://twitter.com/ellenhoenig
Champion Will Possess http://www.linkedin.com/in/ellenhc
Graphic Design: The Cournell Group
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