Download - JBI Biennial Marketing Update
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JBI Biennial Marketing Update
November 2012
Janet Feeney
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JBI Marketing Overview
November 2012
Ovid’s Approach to Marketing
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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
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Ovid Marketing is Clinically Focused and Globally Available
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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
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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
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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
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JBI Launch
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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
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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
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Overview and Transition Materials for Existing and New Customers
Welcome JBI Subscribers FactsheetsHigh-level Institutional Factsheet
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Comprehensive Coverage for New Customers
New 4-page fact sheet covering content and
all tools
Comprehensive JBI Multi-page Brochure
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Event Signage and Kiosk Now Available
Signage
Event Kiosk
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Advertising & Library MarketingMarketing for Customer Libraries
– Posters and Web Icon
Ad placements targeted for libraries and clinicians
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New landing page at Ovid.com/jbi
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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
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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)
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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
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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
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Questions?
Thank You!