In 2011, Promozoo published our first edition of the ‘PMI Digital Masterclass – A Guide to starting a Pharma Digital Marketing Campaign’. It proved very popular with professionals working in these specialised and heavily regulated industries. Digital technology has changed a lot since then, and continues to change at such a fast pace, we decided it was time to update our initial edition with a new version for 2014. This new edition introduces new digital communication methods and strategies which have emerged over the past 2 years, and it is entitled ‘THE DIGITAL TREATMENT – HOW TO START A DIGITAL CAMPAIGN IN THE HEALTHCARE AND PHARMACEUTICAL INDUSTRIES’. This new guide gives a starting structure to a digital marketing framework and is specifically created for Healthcare marketers, sales teams and senior management.

1. THE DIGITAL TREATMENT
How to start a Digital Campaign in the
Healthcare and Pharmaceutical industries

2. Foreword
by Brian Larkin
In 2014, ‘Digital Transformation’ will be the
new model for businesses as they invest
in technology, systems, and processes to
compete in the digital economy.
However, Digital transformation is not just
about technology; it’s about vision and
how businesses are transforming from the
inside out using technology as an enabler
for a more integrated customer experience.
It requires the recognition of how customer
expectations and values have changed.
Businesses will need to ask: How is my
customer behavior changing and how do I
change along with it?
The ‘Big Data’ that Digital can provide will
help to detect the needs and wants of
client’s customers more accurately, and
more proactively. However, data can guide,
but it can’t drive. Remember, customers
are not algorithms! It’s still up to the Brand
to drive their customers to commerce.
The key to full Digital Transformation is to
use the data in tandem with marketing
insight and creativity. That is the way to
ensure it will deliver maximum value.
INTRODUCTION
about promozoo
Promozoo is a total solutions agency – with jargon free digital mar-
keting at the core of our client marketing strategies. We are proud
to be working with many of the world’s largest and most success-
ful healthcare companies, helping them to grow and develop their
digital strategies.
background
to this guide
In 2011, Promozoo published the 1st edition of the ‘PMI Digital
Masterclass - Guide to starting a Pharma Digital Marketing Cam-
paign’. It has proven very popular with professionals working in
these specialized and heavily regulated industries.
The digital world is changing at such a fast pace, we felt it was
time to update our initial edition with a 2nd edition for 2014. This
edition introduces new digital communication methods and strate-
gies that have emerged over the past 2 years.
healthcare industry
& digital marketing
In today’s world it is getting difficult to find an industry that has
yet to be influenced in some way by the Digital tidal wave. Today,
doctor’s view x-rays on iPads, patients get medical information
on the internet and medical students study
their chosen field using virtual and online
technologies.
The challenge for the healthcare indus-
try has been in the complex regulations
surrounding marketing activity in general.
Allied to the fact that senior management
and highly influential clients, KOLS etc,
have relied on traditional methods of sales,
marketing, and communication for their
brand marketing.
At this point in time, almost all Healthcare
Companies have begun detailing using
tablet technology such as the iPad etc.
so what
happens now...
From our experience as Healthcare Digital
Specialists, in this guide we give a starting
structure to a digital marketing framework,
specifically created for Healthcare market-
ers, sales teams and senior management.
We trust it will assist you on your digital
journey.

3. Success is making those who
believe in you look brilliant
A guide to starting a healthcare
digital marketing campaign
TABLE OF CONTENTS
1: The Brief - Launch of a new drug 1
• Brief to create a Launch Campaign for Panacea
2: Tools of the Trade - Strategic Digital
Marcomms Options 5
• Considerations for your mix
• A word on your Creative
• Original content, what to consider?
• Creating a Content Calendar
• Creating a Marcomms Planner
3: Considerations for your website 13
• Patient Side
• HCP Side
4: Email Marketing Communications 15
• Creating and retaining an interactive community
5: BRAND TV 16
• Creating a Broadcast Strategy for your Brand
6: Bespoke Patient and HCP Apps 19
• Why create an app?
7: E advertising 22
• The 3 Main E Advertising methods
• Real Time Bidding (RTB)
• Remarketing/Retargeting
8: Digital Trends 26
• Where Digital is going
• The top 5 digital trends
9: Digital Measurement 29
• What are the most popular Healthcare
measurement tools used today?
• A word on the measurement of broadcast
10: Additional options for OTC 33
11: Summary 35
• A word on regulation
• The Launch of Panacea
THE DIGITAL TREATMENT

4. 1. THE BRIEF: LAUNCH
OF A NEW DRUG
To help give context to this handbook we are
going to start with the launch of a mythical brief
for a mythical drug: Panacea
We have created a mythical pharmaceutical product
for launch to demonstrate the basic principles involved
in digital marketing today.
You are now a brand manager of Pharma Co Ltd
responsible for the launch of Panacea.
Read the brief that follows and get cracking.
The Therapy Area:
LCS - life complexity syndrome
LCS is a recently discovered/isolated condition known to affect
all adults living in the western world.
It is commonly misdiagnosed as various other chronic illnesses
as its symptoms can present as lethargy, being fed up, apathetic,
often leading male patients to dying their hair and buying mo-
torcycles, its manifestations in females are less obvious but a
renewed interest in shopping and travelling away from home are
common.
The recently approved ‘Panacea’ by Pharma Co Limited as been
indicated for the treatment of LCS, it is a first in class treatment
and it acts with almost immediate effect, giving the patient clarity
of mind, an upbeat demeanour and a renewed vigour for life.
patient side effects:
The side effects are zero once the patient conforms to the regular
medication cycles as directed by their GP. For an average male /
female this is 3 tablets per day at 4 hour intervals.
Failure to adhere to the medication plan often leads to profound
disillusionment that is difficult to recover from – feedback is that
once you have had Panacea there is no going back!
Indication and
Audience:
The indication is as a prescription
only medication, in primary care.
Communication Challenge:
Despite the fact that the medication is fully
licensed in Ireland and that there are very
strong studies from the USA to support
the efficacy of Panacea, a healthy scepti-
cism combined with a lack of knowledge
and awareness exists in the Irish market
of both LCS and Panacea.
The launch must address the awareness,
education, and ‘scepticism’ together with
delivering some tangible results.
®
®
Life Complexity Syndrome
Panacea logo as a registered trade mark of PharmaCo Limited.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc euismod dolor sit amet tortor blandit placerat. Sed mi sapien, consectetur nec venenatis ut, pharetra id sem. Donec eu convallis felis. Sed mollis
feugiat congue. Quisque eu lacinia tortor. Praesent diam ipsum, tempus vel mattis eu, varius tincidunt lacus. Nam elementum mi ac velit lacinia sed convallis metus hendrerit. Nam sed magna in felis tempus
ornare. Integer dolor dui, lobortis ac tincidunt sit amet, vulputate nec nisi. Proin ut neque tellus, non rutrum sem. Pellentesque accumsan luctus dolor, sed volutpat mi vulputate id. Etiam cursus risus odio.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc euismod dolor sit amet tortor blandit placerat. Sed mi sapien, consectetur nec venenatis ut, pharetra id sem. Donec eu convallis felis. Sed mollis
feugiat congue. Quisque eu lacinia tortor. Praesent diam ipsum, tempus vel mattis eu, varius tincidunt lacus. Nam elementum mi ac velit lacinia sed convallis metus hendrerit. Nam sed magna in felis tempus
ornare. Integer dolor dui, lobortis ac tincidunt sit amet, vulputate nec nisi. Proin ut neque tellus, non rutrum sem. Pellentesque accumsan luctus dolor, sed volutpat mi vulputate id. Etiam cursus risus odio.
SYMPTOMS INCLUDE BUT ARE NOT LIMITED TO
Laughing at one’s own jokes
Not finding one’s own jokes funny anymore
Practical Creative Strategies that work well in theory only
Ideas so original that you have to keep them to yourself
02
copyright promozoo.ie

5. Content builds relationships.
Relationships are built on trust.
and trust drives revenue.
®Life Complexity Syndrome
SYMPTOMS INCLUDE BUT ARE NOT LIMITED TO
Laughing at one’s own jokes
Not finding one’s own jokes funny anymore
Practical Creative Strategies that work well in theory only
Ideas so original that you have to keep them to yourself
Resources available
for launch are as follows:
KOLS
There are 2 key respected consultants Professor Laurel (London) and Professor Hardy
(Dublin) that are willing to participate in an educational campaign.
Sales Team
There are 10 dedicated sales professionals, including a traditionally trained sales manager.
Pharma Co Ireland’s management while not ‘digitally experienced’ recognise the changing
market conditions and remain open to persuasion so much so that they have requested a
strong digital component to the marketing campaign. We welcome any thoughts you may
have that would contribute to the successful launch.
copyright promozoo.ie
04

6. 2. TOOLS OF
THE TRADE
strategic digital marcomms options
Website
Apps
Responsive Design
Email Marketing
eJournal
Surveys
BrandTV
Medical Blogs
Articles
Online Advertising
Content Network
PPC
Online Media
eLearning
Content Strategy
Live Stream and Webinars
Online Forums
Direct Marketing
e Detailing
Focus Groups
Social (OTC only)
Twitter
Facebook
LinkedIn
You Tube
Google +
This “tools of the trade”
checklist is helpful when
considering how your
message should be delivered.
Note: in the competitive
Pharmaceutical market we
strongly recommend you use
original creative.
(we have seen the same
doctor pictures advertising
competitors product -
he must be rich by now...)
Considerations for your
A word on
your creative
The importance of bold original creative for your brand marketing cannot be overstated. We’ve all seen the
same stock images of that same smiling doctor and permanently happy nurse a million times over.
ORIGINAL creative will become the ‘face’
of your brand and will make it stand out
from that crowded space that is Healthcare
and Pharmaceutical marketing.
Get your brand noticed and let it stand out from the crowd, by not settling for those tired over familiar im-
ages. Insist on strong, original design for all of your brand marketing activities.
*Research conducted by Missouri University of Science + Technology
copyright promozoo.ie
06

7. Original content -
what to consider
Engaging your customers &
prospects with interesting
information, in formats that
appeal at a time that they want
that information-and you want
them to have it.
Traditionally content has been delivered
via sales team presentations or events,
supported by (very expensive) advertis-
ing. In the digital age, content is made
available 24/7, pushed out via email
marketing, social media (where rele-
vant), the events can be virtual - video
on demand/live stream/webinar (much
better value).
Direct mail can also be effective for de-
livery and engagement, and should al-
ways drive the HCP to ‘learn more’ on
your website. The traditional methods
above can also be used and together
with digital methods, represent the best
combination in terms of value.
Great Content - Peer Opinions, Journal Articles, KOL Reviews,
Trial Papers, Case Studies etc. - is vital to the ongoing success
of your campaign. Above are areas to consider when planning
your content strategy.
Key Tip: Consider a Broadcast Communications Strategy
to include Video and Livestream that represents your brand.
Can your brand communicate via its own ‘show’?
Relevant
Original
Content
Ask the Audience
Reps/eSurveys
Industry
Symposia
Local Association/
Groups
International
Colleagues
eJournal
Blogs
Campaign
Review Analytics
Helpful to your
HCP’s Work
Internal Your
Trial Papers
HCP Generated
Opinion
Broader Industry
Trends
08
78%of organisations
plan to use more
video content*
copyright promozoo.ie
*(Axonn Reasearch Nov 2013 Video In
Content Marketing Survey UK)

8. • Building history of Brand /
Company in treatment area
• Sales Conference- materials
presented for internal review
and training
• Advertising and Word of
Mouth
• Engaging with KOLS around
therapy area
• Connecting to Patient Groups
• Building database of emails
• Sharing treatment area
knowledge via publications
webinar/ symposia
• Advertising at Symposia of
company position
• Licence Granted
• Final Edits/Approvals of
materials
• Launch Advertising awareness
building on treatment area
messaging
• Advertising online and
traditional
• Brand Marketing Awareness
• Getting the facts out there
• Launching the support
infrastructure eg website
• Sampling Campaign
• Email, DM & rep campaign-
Brand Market advertising
• Webinar to KOLS
• Video in hi res for editing
on to website
• Chapterise content in 3
minute content pieces and
for use in rep presentation
• Email Promotions and
registrations for virtual
events
• Publicise support materials
and content available on site
to customers.
• Publicise calendar of events
and engage audience signup
• Rep Interactive presentation
and sign up to events email
bulletin re key events and
supporting articles
JAN FEB MAR
Once you have created your content plan, the next step is to create your content calendar.
So, decide when are you going to put out that great content...
Once you have created your content plan the next step is to
create your content calendarwhen to plot your content into a calendar
APR MAY JUN
Marketing Content Plan example: Healthcare
Basics
Original, helpful
factual information:
Eg Dosage/
Dispensing Criteria
Key interactions/
SPC/PIL
Links to Medicines.ie/
IMB
Background
Quality Original DATA
The available research,
white papers
Market the area of
treatment
Market your brand’s
solution
Support
Helpful Learning
Support
Slide Decks/Training
Materials
Video /Interactive
Explanations
Peer Reviews
Patient Support
Materials
Engagement
Fresh Engagement
Information
Events/Meetings
Symposia
KOL Webinars
Post event materials
Campaigns-support
groups-broader
community initiatives
We all know the old adage that ‘Content is King’, but do we really take the time planning strategic, original
content when we are planning our brand’s marketing activity for the year?
Before you create your brand’s Content Calendar, you firstly need to decide “What aspects of content should
I consider marketing?”
copyright promozoo.ie
10
What is the key content of interest to your audience?
When? Creating a content calendar...

9. JAN
National Sales
Conference
Update with
new creative.
Offer Sample
request registration
years of launch
Feb event Online
invitation
Tweet / FB
meeting date
Update digital
Presentations
Plan App
FEB
Local KOL
Meeting
Set up stream
on site
Final reminder
re event, post
event thank you
Branded Stream
and record KOL
Meeting
As Above
Tweet / FB
meeting reminder
2 Minute Video
KOL Slide Decks
MAR
International
Symposia
Stream Symposia
on site.
Update site with
Feb Slide Deck
and Videos
Push out links
to KOL slide
deck and Videos-
reminder invite to
symposia on line
Tweet / FB
New Content
on Site
APR
New Treatment
Indication Approval
Update with symposia
highlights video
Push out Sympo
sia video highlights
and announce new
indication
On site Branded
Broadcast(VOD) of
new indication
information
Tweet / FB
Indication
Approval
MEDIUM
Events
Website
Email Marketing
Direct Mailing
Brand Tv
Broadcast
Video and
Live stream
Webinar-good
for small-low
key meetings
Social
Rep Materials
Digital
MAY
Rep Conference
Review Analytics
and engagement
Update site with
all materials and
new indication
details
Push out approved
New indication infor-
mation
Campaign Training
videos for new
indications-for rep
detailing to HCPS
JUNE
National LCS
Day 10 June
Update Patient
side of site with new
materials, links to
helpful content,
support videos
provided to patient
groups for their site
As Example
Patient Treatment
discussion ‘show’
with KOLS
In conjunction
with Patient group
JULY
Ad Board
As Example
As Example
As Example
AUG
International
KOL Meeting
As Example
As Example
As Example
SEPT
Sales
Conference
As Example
As Example
As Example
developments, events planned etc as a mini news letter.Great for Invitations and sampling as applicable also good if used every quarter or 6 months to update on general content, new
JAN
National Sales
Conference
Update with
new creative.
Offer Sample
request registration
years of launch
Feb event Online
invitation
Tweet / FB
meeting date
FEB
Local KOL
Meeting
Set up stream
on site
Final reminder
re event, post
event thank you
Branded Stream
and record KOL
Meeting
As Above
Tweet / FB
meeting reminder
MAR
International
Symposia
Stream Symposia
on site.
Update site with
Feb Slide Deck
and Videos
Push out links
to KOL slide
deck and Videos-
reminder invite to
symposia on line
Tweet / FB
New Content
APR
New Treatment
Indication Approval
Update with symposia
highlights video
Push out Sympo
sia video highlights
and announce new
indication
On site Branded
Broadcast(VOD) of
new indication
information
Tweet / FB
Indication
AN EXAMPLE OF A MARCOMMS PLANNER
MEDIUM
Events
Website
Email Marketing
Direct Mailing
Brand Tv
Broadcast
Video and
Live stream
Webinar-good
for small-low
key meetings
Social
Great for Invitations and sampling as applicable also good if used every quarter or 6 months to update on general content, new developments, events planned etc as a mini news letter.
How? By choosing the best mediums for your content
You’ve put all the work into creating your original brand content and content calendar, now you need to choose
the best communication medium to ensure you get your brand message across to your target audience in the
most effective way, and at the most effective time. It’s time to create the
final piece of the jigsaw, your MARCOMMS CALENDAR.
copyright promozoo.ie
12
Example of a Marcomms Planner
the final step to a great brand strategy
Here is an example of a section
of a strategic Marcomms planner
for the Healthcare sector.

10. 3 CONSIDERATIONS
FOR YOUR
WEBSITE
This deals mainly with the treatment area, helpful FAQs for patients and support group links...
Patient side there are branding limitations, but the overall look and feel of the creative can be carried through
without the brand names...so all facets of the campaign share the same look and feel...
HCP side of the
website can have
secure login although
this is no longer
absolutely necessary.
Consider the key content a HCP may
require that will add value to their
working day.
Start with the basics: Dosage
instructions, indication, trial papers,
educational videos, patient guides,
medical slide kits, apps as may be
available, contact info, peer forums,
easy access to general treatment info
etc.
Website HCP Side
contains key HCP resources
®Life Complexity Syndrome
SYMPTOMS INCLUDE BUT ARE NOT LIMITED TO
Laughing at one’s own jokes
Not finding one’s own jokes funny anymore
Practical Creative Strategies that work well in theory only
Ideas so original that you have to keep them to yourself
Website
Patient side
copyright promozoo.ie
14

11. 4 EMAIL MARKETING
COMMUNICATIONS
Creating and retaining an
interactive community
Email Marketing is much more than an ‘ezine’.
Email Marketing is still one of the strongest methods of
communication online with a vastly higher penetration rate
than almost any other medium.
In healthcare, with regs so tight on social media, email
marketing strategies play a critical role in digital engagment
and email works extremely well on mobile devices – iPad and
other tablets, mobile phones, as well as the traditional PC or
laptop.
Furthermore, it delivers huge value in terms of audience
segmentation, reach and measurement analytics.
The key with Email Marketing is to understand and strategically
plan each email communication campaign to your specific
target audience, making sure that the message you are sending
them is relevant and engaging to their specific interests.
Why video content is king
With super fast broadband, wireless 4G and mobile devices, your potential clients are surfing the web faster than
ever before. When they land on your site, something has to grab their attention quickly, or they will leave within a
few seconds. On demand video is the most effective, and now, cost effective way of communicating your brand
message quickly, keeping your visitors engaged with accessible content and delivering it to them when they
want to watch it. If you want to deliver an engaging message, quickest, to all your site visitors - you need Video
On Demand (VoD). If you want to do that time after time you need a Broadcast Strategy.
Did you know
5 BRAND TV
Creating a broadcast strategy for your brand
*Social Media Examiner
**Research by eMarketer
***Research by Gigsom
****Borrell Associates
*****Invodo
76%
50%
60%
50%
33%
of marketers plan to add video
to their sites, making it a higher
priority than Facebook, Twitter
and blog integration.*
of Marketing Professionals cite
VIDEO as the best Return On
Investment **
of senior executives said that
they would watch a video
before reading text on the same
web page***
Online video production will
account for more than one-third
of all online advertising spending
within the next five years.****
of consumers say that watching
product videos makes them
more confident in online
purchase decisions.*****
Tip: Personalise all email and
use dynamic content making each
communication highly relevant to the
recipient.
Tip: For continual engagement, keep video short and high quality.
Give your audience the option to ‘watch more’ if they choose.
copyright promozoo.ie
16

12. Your online Brand
communications tool
Healthcare and Pharma regulations being as they
are have insured the industry has by and large been
bypassed by the digital marketing revolution. The
importance to these industries of generating high
quality content, through research, peer reviews,
scientific papers, key opinion leading knowledge…
and sharing it with the right audience as often as
possible is crucial.
ENGAGE YOUR AUDIENCE GET BROADCASTING
ENGAGE YOUR AUDIENCE GET BROADCASTING
Consider a broadcast strategy for your Brand where a clear communications strategy, even
for the most complex subjects is planned and ‘broadcast’ – using live stream, webinar, video on demand and
interactive presentations – produced to a consistent professional standard… and delivered seamlessly through
your website. We call this BrandTV - where your brand has its own ‘TV show’ or makes its own ‘tv
appearances on other shows online’
An example of
®
Note: All BrandTv content can also be shared via webinar events.
copyright promozoo.ie
18

13. Why create an app?
Apps were once the buzz in digital marketing. There are now
many freely available apps that can add greater functionality
to your digital project from BMI calculators, drug reminders to
dosage calculators.
What we all call ‘Apps’ are essentially bespoke pieces of software
development for use usually on a mobile device but also on
the web. They can add huge value provided they improve
substantially a once cumbersome process, or indeed create
a new opportunity in the digital space that was not possible until
now.
Good uses we have experienced
range from simple language
translators or alert notifications
all the way through to clever
calculations that were once
processed manually but through
an app the HCP’s working time
is significantly reduced.
6. BESPOKE
PATIENT AND
HCP APPS
So, removing the hype, is there a clever
process improvement in how your audience
could interact with your information, your
service, your treatment, or in how they may
learn and keep up to date?
Apps can be developed specifically for
patients, their uses ranging from drug
dosage calculators, medicine reminders,
diet aids, to public toilet finders. On the HCP
side, apps can vary in uses from teaching
aids, complex calculations devices,
referencing materials, to scheduling
appointments, and for your own team they
have great take up for on the road training,
easier access to the latest information,
client management knowledge etc.
Can software provide you with a competitive
advantage when it comes to keeping your
audience engaged?
If so there might be an app for that.
copyright promozoo.ie
20

14. 7. E ADVERTISING
The 3 Main E Advertising methods
Essentially there are 3 main methods for grouping the type of digital media that
should be planned into a campaign:
When it comes to digital advertising the
opportunities for optimising spend and
measuring returns have never been more
focused.
copyright promozoo.ie
22
1. Owned
Dynamic Content in a controlled environment - Your own generated content
on your site via email, landing pages, published articles, produced video and
broadcast, slide decks, SEO etc.
2. Earned With engagement at its centrel - spread by referral - typically social
media, blog sharing, email forwards. recommendations, video sharing, where the
brand becomes a subject matter expert and is deferred to and ‘followed/liked’ for
its content.
3. Bought
Where the brand owner pays to have their ads shown on certain
sites, to certain audiences via targeted searches- typically
this is PPC (Pay Per Click – e.g. Google Adwords), Display
Banners ads appear because of the general content on a
site, VIDEO more and more popular via the You Tubenetwork
and for non pharma there is the affiliate networks .

15. Image courtesy of Aegis Media 2013
Winning ad served
If you win the impression,
your creative is served
Auction
You typically have milliseconds to
respond with a bid (the “bid response”)
Bid decision
made
Based on the information available
you determine the value of the bid to
you. You don’t have to bid if the
impression is not valuable to you.
Impression
evaluated
You get a variety of information,
such as the site the impression is
on, the content of the page, the
time stamp, information about the
user, etc.
Impression
announced
When an impression is available,
the exchange asks if you’d like
to bid (the bid request)
User visits
a web page
Each load of the web page
becomes an available impression
Real time bidding Here we focus on the two main e-Advertising trends of the last 24 months -
Remarketing and Real Time Bidding.
Real Time Bidding (RTB)
Real-time bidding is a complex ‘auction’ that happens over the course of 100
milliseconds each time an impression becomes available. When a user visits a web
page, each load of the web page becomes an available impression which is then
auctioned to the highest bidder, usually a Digital Media Network, who buys the ad
on behalf of their client, the ad is served and the user sees it. The main benefit is
that it allows for campaigns to be really dynamic and budgets to be optimised as the
media space is bought at the optimum price for the content relevance of the targeted
customer.
For example if there are 2 brand managers running a Diabetes Awareness Campaign
and both want to target the IrishTimes.com health section. The standard ad might cost
a standard 25c per impression for that section, however if there is an article on Diabetes
within that section that is more valuable to both and one has real time bidding (RTB)
available, as the page for the article is loaded a higher bid is launched for that precise ad
to that precise user and so the RTB client gets their ad shown more often to the more
targeted browser…for as long as they have budget.
If the RTB client has set conversion goals that involve click throughs to their site to attend
an education meeting, they can move their ‘money around ‘ to target all Diabetes articles
as appear on line, choosing more spend to go towards the ones that give them a higher
click through. The good news is that there are algorithms and where necessary people to
do this for you. This is where technology has brought us!
copyright promozoo.ie
24

16. Remarketing or ReTargeting
The 2nd
trend of recent years is essentially where an ad, or variety of ads ‘follow’ the visitor around different sites
they visit.
To explain, once you have a re- marketing campaign set up, visitors to your site will start to see ads for your
services on other sites as they browse the web in the period after they left your site. This period can be within
minutes, hours or days and they can be set to view the ad a number of times depending on what you want. A
lot of general e-advertising works best for the OTC Brands or for POM Patient campaigns where awareness of
the medical condition is the subject of the campaign.
User visits page
on Panacea.com
A cookie is dropped
on the user’s browser
Display Ads follow the
dropped cookie across
the web enticing the
user to return.
8. DIGITAL TRENDS
Where Digital is going…..
2014 and 2015 are the years where the importance of customer and employee experience triggers a revolution
in digital transformation. ‘Digital Transformation’ is the new model for businesses as they invest in technology,
systems, and processes to compete in the digital economy.
Digital transformation is going to be driven by the desire to integrate and enhance the evolving customer
experience.
Digital transformation is not just about technology; it’s about vision and how businesses are transforming from the
inside out using technology as an enabler for a more integrated customer experience. It requires the recognition
of how customer expectations and values have changed.
Customers want you to understand them, appreciate them, and empathize or align with their values and their
definition of success. Businesses will need to ask: How is my customer behavior changing and how do I change
along with it?
Digital provides Data.
Apps and web sites can detect location and deliver content based on that data. This year, smartphones will
become devices we rarely use as phones. Instead, they’ll be our mobile control panel. Search engines and social
networks are better than ever at connecting ideas with ideas, instead of links.
26

17. All of this together means we can detect the needs
and wants of clients’ customers more accurately, and
more proactively.
Data can guide, but it can’t drive.
So you’ve got the data. You’ve got the reports. Yet,
even if you have every data-driven detail of your
audience, that data still won’t create a resonant
brand message. Customers aren’t algorithms. So
algorithms won’t compel them. Yes, Google is
algorithmic, but it doesn’t drive commerce. It drives
people to the commerce. It’s still up to the brand to
make it happen.
The key to full Digital Transformation is to use the
data in tandem with marketing insight and creativity.
That way it will deliver maximum value.
Digital marketing excels in terms of its ability to
measure audience interactions with its brand
campaigns. Click through rates, viewing times,
participation stats, by each individual member of
the target audience empowers the brand owner
like never before. As the saying goes, ‘If it can
be measured it can be managed’. This is the key
difference with digital, and one that is welcomed by
all in management roles. Marketing effectiveness
can now be measured!
TheTop5DigitalTrends
1: The rise of the short video
Short video is making waves in the marketing world. Brands are already experimenting with video to
share brand experiences and information. But beware, people hate wasting time. Increasingly, visitors
are looking at the length of the video before deciding to watch it. Anything more than three minutes and
you may lose them. So, tip number 1, keep your Brand Video short, sweet and relevant!...reference
Brand TV content in this guide.
2: The mobile monster
Spending an average of two hours and 21 minutes a day on their devices, consumers are replacing
computers and TVs with smartphones and tablets to surf the Web and watch videos. Sources like
ComScore are reporting that 50 percent or more of online access is via mobile devices. Leading
marketers are putting more toward mobile programs in 2014. According to a report from eMarketer,
mobile-advertising spending was set to double to $9.6 billion in 2013 and leap another $5 billion in
2014. Hey, it never hurts to follow the money.
3: Content Marketing
Yes, content. The importance of content isn’t changing and will be bigger than ever in 2014. According
to Social Media B2B, companies that blog generate 67% more leads per month than those
who don’t. Expect it to continue to be the most effective way of establishing authority and gaining
trust with your customers. You’ll need to make sure you have a solid content marketing strategy
that will ensure that you are continually creating valuable content through a variety of channels.
4: Cross-device/Responsive
These days the average consumer has more than three devices they use to connect, including PCs,
tablets and smartphones. And many often use two to three browsers. One of the biggest challenges
facing marketers is how to reach and connect with a person across all of their personal devices and
screens. It’s not enough to deliver disconnected efforts in PC and mobile — the key is to reach the
same person across their devices and every touchpoint. Digital innovators are already working to
tackle this challenge; in 2014 you can expect to see most companies focusing real attention to this
phenomenon.
5: E-Learning
eLearning is expected to grow at an average of 23% in the years 2013-2017.* The future of eLearning
will evolve to suit consumers busy daily lives, and we will see a move from ‘content – heavy’ material
that takes a long time to assimilate, to material served up in ‘mini-bytes’ or small ‘chunks’ of information
that will be easier and quicker for consumers to engage with. So, think pre-recorded video lectures or
speeches that consumers can watch in their own time and at their own pace. Think educational ‘apps’
that engage the consumer to learn in a quick and engaging way.
* http://www.slideshare.net/elearningindustry/global-trends-in-the-elearning-industry
28

18. 3. Digital Advertising
(Display, Search, Re-marketing).
So what about an ad that follows you around?
Re-marketing is one of the cleverest advertising
developments of recent years. Once a user visits
your brand website they can be targeted over the
coming days or weeks to see a repeat of your
advert on other sites they visit, giving the impression
that the brand is ‘everywhere’ when in fact it is
everywhere where the interested audience is only.
Smart content allows for multiple ads to be tested
but for the weaker performers to be dropped in
favour of the strongest performers…and from there
you track impressions/views, click through rates, ad
networks that perform better that others, detailed
analysis of return on investment can be as detailed
as you like!.
4. Specialist Platform Analytics.
In addition to the generally available measurement
tools, a lot of the specialist applications have their
own more detailed analytics. With the trend for Short
Video Brand Content becoming more and more
prominent we have built extra measurement criteria
into our own unique platform for measuring video
analytics…so you can find out who is watching (if it’s
a subscriber view service), what they are watching,
at when any fall off may occur and any trends that
may improve future content.
the most popular Healthcare measurement tools used today?
1. Websites:
Most come now equipped with Google Analytics
integration - which gives more and more detailed
information about what’s happening on your brand’s
website. Goals can be set for visits, downloads, user
browsing times, where traffic is coming from and
various important interactions including geo mapping.
2. Email Marketing
Email marketing continue to offer outstanding
analytics but this time on your signed up ‘known’
audience. Again goal setting allows for careful
planning of content and interactions, this can
include subsequent ‘trigger’ email sending with if/
then functionality and also the inclusion of dynamic
content to get much more precise about exactly who
is receiving what information.
30
5 Steps for Measuring your Digital Marketing’s ROI
Step 1: Define What Marketing ROI Means for Your Organization
Step 2: Set Realistic and Measurable Goals
Step 3: Gather the Right Data Needed
Step 4: Monitor Your Goals Frequently
Step 5: Use Your Data to Make Better Decisions
9. Digital Measurement

19. A Word on the measurement
of broadcast
As a Google Analytics user it makes sense to find your Brand TV campaign video analytics integrated
with the tools already in place. This is simple, as Brand TV sends view and play data to Google Analytics.
A rich matrix of video play data is collected and published
right next to your site metrics.
Brand TV captures:
• The number of Video Plays for each video.
• The number of Video Completes for each video.
• Visitor (country, city, etc) and device
(browser, screensize, etc) info for each video.
DEC 31, 2013 JAN 05, 2014 JAN 10, 2014 JAN 15, 2013 JAN 20, 2014 JAN 25, 2014
150
120
90
60
30
0
100
80
60
40
20
0
46
4
85.19%
7.41%
54%of Total: 100.00% (54)
54%of Total:
100.00% (54)
DEC 31, 2013 JAN 05, 2014 JAN 10, 2014 JAN 15, 2013 JAN 20, 2014 JAN 25, 2014
150
120
90
60
30
0
100
80
60
40
20
0
46
4
85.19%
7.41%
54%of Total: 100.00% (54)
54%of Total:
100.00% (54)
DEC 31, 2013 JAN 05, 2014 JAN 10, 2014 JAN 15, 2013 JAN 20, 2014 JAN 25, 2014
90
60
30
0
100
80
60
40
20
0
46
4
4
85.19%
7.41%
7.41%
54%of Total: 100.00% (54)
54%of Total:
100.00% (54)
Brand TV baked-in metrics
Use the Engagement Viewer to track the performance of your video
(where do viewers drop off? which sections do they replay?).
As well as out of the box page views, video plays and time viewed:
Need to track specific events or custom tags? Brand TV can also provide bespoke measurement,
and assist you in obtaining the data you need.
Now you can measure it……now you can manage it!
32

20. Pharmacy help packs and customer
support documentation with an app in
development. Digital Network display
advertising with real-time bidding
technology, email marketing, video
broadcast and live-stream can all be
worked through.
Even customer focused engagement
competitions have a role to play. When
patients or customers want to discover
the key information on their purchases,
the brand owner needs to take control
of that content, making it easy and
interesting to engage with the benefits
and an integrated, creative digital plan
might just get that message out there
easier.
10. Additional
MARCOMMS
OPTIONS
FOR OTC
As we know OTC has fewer restrictions
than the POM world. For OTC we can
focus and market to the consumer and
this is where the real power of Social
Engagement comes into play. All the core
principles in the earlier chapter apply and
the best guide is the Content Planner as
content is till king, but now we can ad
advertising flair. Here is a real example
of a Media plan for an OTC brand that
uses Press, Radio and Digital – Social
engagement and Brand Build.
Inadditionyoucanconsider‘Burst’Window
Display In-store Display campaigns.
34
Irish Independent Colour
Irish Times Colour
Sunday Independent Colour
Sunday Times Colour
Irish Mail on Sunday Colour
MEDIA PLAN SAMPLE - OTC
PRESS
Today 20 Spot Package
Mon-Fri 7 x Spots
Mon - Fri 3 x Spots
Mon - Fri 9 x Spots
Saturday 1 x Spots
Newstalk 25 Spot Package
Breakfast 15
Hook 10
RADIO
BRAND
Irish Times
Health Section Sponsorship
Irish Independent
Health Section Sponsorship
ONLINE
MEDIUM JAN FEB
Booked
Booked
Booked
Booked
Booked
Booked
Estimated
Impressions
15,000
Adult ABC1
1+Coverage 61.39%
OTS @ 2.27

21. 36
3.3 Question: Is it appropriate for companies to hold
or sponsor virtual meetings and congresses etc?
Answer: Virtual congresses and meetings etc
may be held or sponsored subject to compliance
with the Code. In such meetings, the type and
scope of sponsorship should be clearly disclosed.
When compiling and/or releasing presentations or
correspondence from the meeting, the sponsor
should ensure that the material complies with the
Code.
3.4 Question: Is it appropriate for companies to
correct erroneous entries on Wikipedia, Facebook
walls, etc?
Answer: This is a question of policy for a company.
However, care needs to be exercised since if a
company corrects certain information at a non-
company mediated site but omits to correct other
information that may be perceived as related, such
behaviour may be interpreted as a breach of the
Code.
3.5 Question: Are companies responsible for
collecting adverse events reported on the digital
platforms that they own, support or sponsor?
Answer: Yes, companies’ responsibilities
encompass both collecting and reporting such
information to relevant recipients within the required
timeframe(s) as set out in the legislation.
3.6 Question: Would it be an issue if prescription product branding elements
were replicated without using the product name at a digital platform aimed at
the public?
Answer: The promoting of prescription medicines to the public is prohibited.
When branding elements (e.g. colour, logo, visual) are matched by the public
with a prescription medicine brand, then it may be characterized as a violation
of the prohibition to promote prescription medicines to the public.
3.7 Question: Is it possible to launch a digital platform using a prescription
medicine product name?
Answer: Although there is no regulatory restriction, IPHA advises against
launching digital platforms using prescription medicine names/ trademarks,
unless specifically intended only for healthcare professionals (see Section 1.1(iv)
of this guidance). On the other hand, owners of trademarks are recommended
to acquire rights to digital platforms carrying their brand names, to prevent
others from acquiring rights to such domains.
3.8 Question: Is it appropriate for companies to contact patients through social
media channels?
Answer: Non-promotional contact may be acceptable in certain circumstances
(e.g. reminding them to regularly take their prescribed medication) if
documented approval from both the healthcare professional and the patient is
received and, in the example above, the message carries no purpose other than
supporting patient compliance with the medication schedule instructed by the
patient’s healthcare professional.
3.9 Question: Regarding Clause 1.1(ii) of Annex IV of
the IPHA Code must an Irish address be provided?
Answer: Clause 1.1(ii) requires that every digital
platform must have a homepage, discernibly linking
to the following information:
Clear identity of the digital platform owner, with
company logo, street address, e-mail address and
contact telephone number(s).
Purpose and (unambiguous) target audience(s) of
the digital platform (e.g. healthcare professionals,
general public etc).However, if the platform owner is
based outside of Ireland their
relevant address is required and there is no
requirement for an additional Irish address.
3.10 Question: Do the landing pages of corporate
websites directed at healthcare professionals in
Ireland have to comply with the requirements of
Annex IV?
Answer: Digital platforms directed at healthcare
professionals in Ireland come within the scope of
this document. Thus a corporate website that is
expressly intended for healthcare professionals in
Ireland must comply with the requirements of
Annex IV. However, if the corporate website is not
specifically directed at healthcare professionals in
Ireland then Annex IV is not applicable.
Reference Codes: IPHA ED 8 Jan 2014 Annex IV
Annex IV Guideline on Digital Communication in the
Pharmaceutical Sector- IPHA Handbook 2014.
www.ipha.ie
11. Summary
A Word On Regulations
Pharma Digital regulations vary from state to state, here we have reproduced the
latest IPHA extract of Q&A’s as a quick reference guide. We would encourage
all Pharmaceutical Industry marketers to familiasrise themselves and comply
with the complete IPHA code found here at www.ipha.ie
An important responsibility of the pharmaceutical industry is not only to ensure
that it produces quality medicinal products and that these products are used in a
rational manner, but also to facilitate the sharing of information on products and
areas of research using current communication technologies, in compliance
with the Code, to the benefit of patients and healthcare professionals.
Question: 3.1 What is the appropriate way to respond to inquiries from
healthcare professionals via digital media?
Answer: Providing responses to inquiries received from healthcare
professionals through digital channels is acceptable if performed in
accordance with the Code. The responsibility rests with the company to
ensure that receipt of the response is restricted to the healthcare professional
making the inquiry or their nominee.
3.2 Question: Is it appropriate for companies to contact healthcare
professionals through social media channels?
Answer: The use of electronic data communications for promotion is
prohibited except with the prior permission, or upon the request, of the
recipient. Additionally, the responsibility rests with the company to ensure that
receipt of the response is restricted to the healthcare professional making the
inquiry or their nominee and that copyright is not infringed.

22. The Launch of Panacea
In summary we have created a guide planner for the Panacea launch
by selecting some of the options that are available as discussed
through the guide. It starts with the Disease Awareness Campaign
launch of ‘Life Complexity Syndrome (LCS)’ and is followed by the
Medication Launch of ‘Panacea’.
There are many ways to approach it, this is just one to give you food
for thought.

23. more than digital
Blackchurch Business Park, Rathcoole, Co. Dublin, Ireland
Send us an email
hello@promozoo.ie
Call the office
01 401 1860