Ben Blackmore's presentation from the Digital Marketing for the Pharmaceutical Industry Workshop on 17th Oct 2012

1. Ben Blackmore
Digital Marketing Master Class for the Pharmaceutical Industry
17th October 2012

2. A team of creative like minded individuals brought together by
Ben Blackmore (former Design Director at Life HC)
We have been producing digital solutions for more than 15 years in the
Pharma industry, so have delivered effective ‘digital’ through the .com
crash and before the social media explosion
For many years we would receive a brief or enquiry almost always with
the same sign off:
"...we are not too sure, but can you have
a think and try to be more creative?"
The agency was created to answer that question with a simple response
"Yes, we can!"

3. digital
• Website design and programming
advertising • Content managed website (CMS)
design • E-commerce websites | PCI
• Mixed media advertising campaigns compliance
• Logo design and corporate • Online and in press • Online stores and shopping baskets
identities • Digital marketing • Apps for iPad, iPhone and
• Concept and branding • Social media marketing (SMM) smartphones
• Creative design and artwork • Mobile phone marketing • Database creation and management
services • Copywriting • HTML newsletters | QR codes
• Advertising: Online and in press • Market research and analysis • CD-ROM design and programming
• Brochures | Book design • Strategic marketing • Flash banner ads and presentations
• Leaflet and flyer design • Communication planning and • Powerpoint and Keynote
execution presentations
• Newsletters for print and HTML
email • Press release management • Web2.0, W3C and browser
• Public relations compliance
• Business and folder packs
• Direct marketing • Search engine optimisation (SEO)
• Exhibition and conference design
• Event management and organisation • Digital strategies and workshops
• 2D and 3D illustrations • Media planning and buying • HD video and stings for websites
• Packaging and product design • Internal marketing campaigns
• Photography • Online ad words and pay-per-click
• Print management services campaigns

4. Why does the Pharmaceutical industry appear to be in a ‘digital’
flap about ‘digital solutions’?

6. ‘Digital solutions’ have become an essential part of day-to-
day work and Life, no matter what you do, (Pharma,
Consumer, HCP or Patient) a digital device will influence you
almost every second, of every day.

8. …has
become the
online
powerhouse
of information
and DATA

12. Top 10 mobile marketing stats
• There are 7 billion people on Earth. 5.9 billion own a cell phone. 4.6 billion own a toothbrush.
• It is estimated by 2013 mobile internet usage will overtake desktop usage, meaning every website
should be optimised for display on mobile devices.
• Continuing from above on average mobile users wait just 5 seconds for a site to load on their
mobile phone, with the vast expectation that sites will load in less than 3 seconds therefore if your
site isn’t efficiently optimised people won’t stick around.
• On average mobile users spend near 3 hours a day on social networking sites accessed via their
mobile devices, that’s more time than is spent eating per day (1.4hrs), so if you want your brand
to be seen make sure it has an active presence on social networking sites such as Twitter and
Facebook which are usually embedded into most mobile devices general setup.
• 61% of mobile owners use their device daily to play games, and this figure is steadily rising.
Boehringer Ingelheim’s Syrum game is just one example of how Pharma can embrace the rise of
gamification.
Source: http://blogs.terrapinn.com/digipharm/2012/09/20/top-10-mobile-
marketing-stats/

13. Top 10 mobile marketing stats
• Apps are being downloaded left, right and centre, with Apple reporting
downloads of 46m daily, and some 10.9billion downloads in the last 3 years.
• 200 million youtube videos are accessed via a mobile device daily, does your
company have a youtube channel?
• On average it takes 90 minutes for someone to respond to an email received via
a desktop system but just 90 seconds to reply to a text. With many mobile users
now receiving emails direct to their mobile phones, all emails sent should be
optimised for mobile view.
• 8/10 mobile searches lead to action, whether that be a purchase, download or
recommendation.
• Mobile web subscription already outnumbers fixed
broadband subscription by 2:1.
Source: http://blogs.terrapinn.com/digipharm/2012/09/20/top-10-mobile-
marketing-stats/

14. cloud
We recommend a cloud hosting solution:
- 100% Service level agreement
- Scale and measureable to Global requirements
- Reduced Cost: b more creative have our own cloud server
Cloud technology is paid incrementally, saving organizations money.
- Increased Storage, Highly Automated, Flexible
solution which we can setup for your use if
- More mobility required.

15. domain
We recommend you register and use a single lead domain.
Geotagging (also written as GeoTagging) is the process of adding geographical identification metadata to various media
such as a geotagged photograph or video, websites, SMS messages, QR Codes or RSS feeds and is a form of geospatial
metadata. This data usually consists of latitude and longitude coordinates, though they can also include altitude, bearing,
distance, accuracy data, and place names.

16. Cms
How do you effectively manage a global digital solution across multiple markets with different
languages and local nuances to overcome?
- We recommend you build your own bespoke Content Management Solution.
Process:
- Plan and design the Global website and select 1 country (UK) as lead content CMS version.
- Educate the signatories, Zinc approve the sitemap, architecture and develop the content.
- Complete phase 01 beta testing.
- Translate the relevant modules and content for each country.
- Train the IT department and internal digital team.
- Upload test site to ‘staging area’ to view CMS version.
- Final testing for approval and sign off.
- Launch site.
The CMS can be built to use a standard rich or simple text format
so internal documents like Microsoft Word can be used to circulate
content for sign off and approval.
CMS area will have a staging area for all new
country specific sections to view and approve
content before it can go LIVE.

17. How do you reach your target market?

18. Make sure your agency understands
the correct rules and regulations for
compliance across all of your
digital solutions

20. Idispep.com
Idis web app solution
Optimised for use on iPad and mobile devices
 Offers free online
CPD training
modules
 Launched Sept 2011
– more than
1 thousand active
users
 New content added
monthly

21.  Growing – new users daily
 Partners with CPDEasy
 Mixed media (in press and online) promotions
 SEM (SEO) campaigns
 Facebook page

22. Added value services –
congresses Idis EAHP pre
vis, image & info graphic +
conference review

23. Storyboard
and animatics
Humatrope®
Patient education campaign (iPad and DVD)
• Customers requested a DVD
as a patient ‘preferred’
platform.
• Sales have seen a significant
increase since the
educational video was
launched.

24. elaprase®
UK and IRE sales aid

25. elaprase®
Adult patient education campaign

26. How lung cancer works - Bespoke
Patient education campaign (iPad)
Bi educational video

27. Putting it into practice
• Make sure its mobile
compatible!
• Optimise websites for use
across multiple devises
– Design for touchscreen
– Use resolution dependent
layouts
• Understand how mobile
behaviour is different to
web
• Never settle

28. Fully integrated mixed media
campaign for NAPP / Qdem

29. Please click on this link:
http://bmore.co.uk/case-study/qdem/
and enter this password: BmoreXd1
To watch the case study video for the NAPP/
QDEM fully integrated mixed media, print and
digital campaign.

31. ben@bmore.co.uk
DD: 0044 1256 396512
Info@bmore.co.uk
Tel: 0044 1256 396510
www.bmore.co.uk
@bmorecreative24