jasmin healthcare optistavin responsive website strategy · jasmin healthcare / optistavin /...

version 01b

CONFIDENTIAL | September 20, 2016©2016 closerlook, inc. closerlook.com

Jasmin HealthcareOptistavinResponsive Website Strategy

CONFIDENTIAL | 2©2016 closerlook, inc. closerlook.com

Jasmin Healthcare / Optistavin / Responsive Website Strategy version 01b

This presentation has been prepared by closerlook, inc. exclusively for Jasmin Healthcare. It contains certain proprietary information about closerlook’s core competencies, software products, personnel, project recommendations and budgeting. This presentation is only for the purpose of evaluating closerlook as a strategic partner and services provider. closerlook does not authorize its dissemination in whole or in part to any unauthorized parties, potential partners or competitors. We appreciate your consideration in this matter.

Contents

3 Challenge and objectives

6 Optistavin HCP website performance

10 Librylin and Easovartiscase studies

Challenges and objectives



Challenge» Competitive intelligence indicates promotional activity for competition

will begin in September 2016.

» Non-personal promotional strategies for brand franchise will be out of sync with rollout of the new interim sales aid.• In short term, no plan to align fully the messaging in NPP tactics

with new sales aid.

» Optistavin professional website is not driving sufficient engagement with customers, especially in the mobile space.

» In 2015, Google prioritized mobile-friendly websites in mobile search results.



» Blunt the launch of competition through NPP efforts

» Promote Optistavin messages most relevant to addressing launch of competition—specifically efficacy, safety, and dosing messages—to Early Adopters

• Particularly nephrologists and rheumatologists

» Complement sales-force promotion by highlighting messaging in NPP tactics

» Improve customer experience and engagement with optimized, responsive site update, a responsive campaign landing page promoting key messages, and updated drivers

Objectives

Optistavin HCP website performance



Google identifies the Optistavin website as non mobile-friendly with a XX% UX score

*Google testing data 9/15/16

Google Mobile-Friendly test result: Not mobile-friendly

Google PageSpeedInsights:

Text too small to read Mobile user experience score: X/Y» Librylin UX score: X/Y» Easovartis UX score: X/Y» competition.com UX score: X/Y

Mobile viewport not set Recommended action: Use legible font sizes

Content wider than screen Recommended action: Configure the viewport and size tap targets



Lack of responsive design impacts UX and SEO rankings» XX% of July HCP traffic to the Optistavin website came from a mobile device,

with mobile traffic steadily increasing*» Websites that are not mobile-friendly are reordered to rank lower on Google

searches when using a mobile device, negatively impacting organic search results• With the search term “Optistavin,” Google ranks the Optistavin HCP website

fifth on a desktop, seventh on a mobile device**• For terms they share, the current Optistavin site will most likely rank below

competitor sites that are responsively designed

*Google Analytics data 7/1/16-7/31/16 **Data tested 9/15

Average HCP session duration on the Optistavin website, regardless of traffic source

Goal: 0:00

HCPs arriving to the Optistavin website from display advertising have an even

lower average session duration

Average for organic search: 0:00

Average of other sources (organic, direct, referral): 0:00

0:00 0:00

*Google Analytics data 7/1/16-7/31/16

Bounce rate after display advertising directed them to the Optistavin website

Overall bounce rate goal: XX%

Average of other sources (organic, direct, referral): XX%

XX%

A desktop-only website and ineffective drivers lead to underwhelming website engagement

Librylin and Easovartiscase studies



Librylin launched a new responsive website in 6 weeks to align strategic promotion

» Brand new website mirrored the approved interim sales aid • Campaign and messaging refreshed

» Responsive design with latest best practices to ensure optimal customer experience across devices

» Downloadable savings card included to support cost and coverage strategic imperative



Easovartis’s responsive website update drove better engagement across mobile devices» Easovartis updated their site in May 2016 to meet

website best practices and incorporate responsive design

*Google analytics data (pre-launch: 4/1/16-4/30/16; post-launch: 7/1/16-7/31/16)

Pre-launch Post-launchPercentage

change

Average session duration 0:00 0:00 XX%

Pages/session 0.00 0.00 XX%

Bounce rate XX% XX% -XX%

Pre-launch Post-launchPercentage

change

Average session duration 0:00 0:00 XX%

Pages/session 0.00 0.00 XX%

Bounce rate XX% XX% -XX%

Mobile usage

» Better usability across devices increased the average session duration on a mobile device by XX%, while tablet increased by XX%

Tablet usage



Build a responsive clinical landing page

» Bypass splitter page at OptistavinHCP.com home page

» Feature messages most important to campaign

» Present different landing page versions based on content of driver

ABOUT CLOSERLOOK

closerlook is a digital marketing agency that specializes in helping pharmaceutical brands build and maintain meaningful relationships with their most valuable healthcare professionals.

©2016 closerlook, inc. closerlook.com

jasmin healthcare optistavin responsive website strategy · jasmin healthcare / optistavin /...

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