jl_barcelona_building the digital toolkit eye for pharma_final
TRANSCRIPT
ldquoSometimes the answer is not tohellip build a websiterdquo
John Lyttle
Mar 2013
Building the Digital Toolkit
httpuklinkedincompubjohn-lyttle42a9b28
How to evaluate the capability of your organisation to deliver digital assets within the planning timelines
Key steps in the process of building a fully integrated multichannel digital strategy
How to determine if a website offers you a competitive advantage and is a strategic fit with your current plan
Our 3 key learning objectiveshellip
Content
Where to start What is the opportunity Do we have the capability Is there a strategic fit The digital toolkit The decision tree Feedback and questions
Where to starthellip
Why do you want to build a website
Requires less investment than a sales
force Other affiliates have one It is a novel way to deliver our message
Other brands in the organisation
have one It will be easy to adapt our existing campaign material
Our agency suggested it
What is our strategic marketing challenge - Patient flow
Potential value lever of growth
Current volume levers of growth
Potential volume levers of growth
Patients Relevant patient group
Current treatment outcome suboptimal
Patient suitable for advanced therapy
Recommended for brand
Funding approved for brand
Patient value
What is our strategic marketing challenge - Stakeholder map
Peers Stakeholder
GP Rx Opioids
KOLs amp peers
Budget holders
Rheumatologist for Joint pain
Pain specialists for nerve pain
Oncologists cancer pain
Patients carers
Pharmacy Insurers
Influences
Economy Co-pay arrangements
Internet press nurses physioT
Published evidence industry support
Guidelines amp International KOLrsquos amp industry physiotherapists
Guidelines
Reimbursement wholesaler stock
Gov funding HE data
What is available from whom
Review independent professional online networks
How do our key stakeholders utilise digital tools
What technologychannels are used
Where are the gapsopportunities
External Digital Audit
What is the opportunity
1st Decision ndash Is there an opportunity to capture customers
Can we expand stakeholder engagement
Have all stakeholders needs been addressed
Can we do a better job than the competition
Is there a new technology we can leverage
Is this the best way to communicate our key messages ndash strategic fit
Do we have the capability
Review the content of your corporate site and meet with developersagencies
Review the content of existing digital assets and meet ownersagencies
Discuss with HQ and affiliates
Seek the input of the cross functional team
Internal digital audit
2nd Decision - Do we have the capability
What IT supportexpertise is available
Understand the restrictions of the existing content management system What resources are available from HQaffiliatesbrand portfoliobudget
How experienced is the organisation (medicalmarketingpharmacovigelenceagency partners
Will it fit existing timelines (launch events publications)
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
How to evaluate the capability of your organisation to deliver digital assets within the planning timelines
Key steps in the process of building a fully integrated multichannel digital strategy
How to determine if a website offers you a competitive advantage and is a strategic fit with your current plan
Our 3 key learning objectiveshellip
Content
Where to start What is the opportunity Do we have the capability Is there a strategic fit The digital toolkit The decision tree Feedback and questions
Where to starthellip
Why do you want to build a website
Requires less investment than a sales
force Other affiliates have one It is a novel way to deliver our message
Other brands in the organisation
have one It will be easy to adapt our existing campaign material
Our agency suggested it
What is our strategic marketing challenge - Patient flow
Potential value lever of growth
Current volume levers of growth
Potential volume levers of growth
Patients Relevant patient group
Current treatment outcome suboptimal
Patient suitable for advanced therapy
Recommended for brand
Funding approved for brand
Patient value
What is our strategic marketing challenge - Stakeholder map
Peers Stakeholder
GP Rx Opioids
KOLs amp peers
Budget holders
Rheumatologist for Joint pain
Pain specialists for nerve pain
Oncologists cancer pain
Patients carers
Pharmacy Insurers
Influences
Economy Co-pay arrangements
Internet press nurses physioT
Published evidence industry support
Guidelines amp International KOLrsquos amp industry physiotherapists
Guidelines
Reimbursement wholesaler stock
Gov funding HE data
What is available from whom
Review independent professional online networks
How do our key stakeholders utilise digital tools
What technologychannels are used
Where are the gapsopportunities
External Digital Audit
What is the opportunity
1st Decision ndash Is there an opportunity to capture customers
Can we expand stakeholder engagement
Have all stakeholders needs been addressed
Can we do a better job than the competition
Is there a new technology we can leverage
Is this the best way to communicate our key messages ndash strategic fit
Do we have the capability
Review the content of your corporate site and meet with developersagencies
Review the content of existing digital assets and meet ownersagencies
Discuss with HQ and affiliates
Seek the input of the cross functional team
Internal digital audit
2nd Decision - Do we have the capability
What IT supportexpertise is available
Understand the restrictions of the existing content management system What resources are available from HQaffiliatesbrand portfoliobudget
How experienced is the organisation (medicalmarketingpharmacovigelenceagency partners
Will it fit existing timelines (launch events publications)
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Content
Where to start What is the opportunity Do we have the capability Is there a strategic fit The digital toolkit The decision tree Feedback and questions
Where to starthellip
Why do you want to build a website
Requires less investment than a sales
force Other affiliates have one It is a novel way to deliver our message
Other brands in the organisation
have one It will be easy to adapt our existing campaign material
Our agency suggested it
What is our strategic marketing challenge - Patient flow
Potential value lever of growth
Current volume levers of growth
Potential volume levers of growth
Patients Relevant patient group
Current treatment outcome suboptimal
Patient suitable for advanced therapy
Recommended for brand
Funding approved for brand
Patient value
What is our strategic marketing challenge - Stakeholder map
Peers Stakeholder
GP Rx Opioids
KOLs amp peers
Budget holders
Rheumatologist for Joint pain
Pain specialists for nerve pain
Oncologists cancer pain
Patients carers
Pharmacy Insurers
Influences
Economy Co-pay arrangements
Internet press nurses physioT
Published evidence industry support
Guidelines amp International KOLrsquos amp industry physiotherapists
Guidelines
Reimbursement wholesaler stock
Gov funding HE data
What is available from whom
Review independent professional online networks
How do our key stakeholders utilise digital tools
What technologychannels are used
Where are the gapsopportunities
External Digital Audit
What is the opportunity
1st Decision ndash Is there an opportunity to capture customers
Can we expand stakeholder engagement
Have all stakeholders needs been addressed
Can we do a better job than the competition
Is there a new technology we can leverage
Is this the best way to communicate our key messages ndash strategic fit
Do we have the capability
Review the content of your corporate site and meet with developersagencies
Review the content of existing digital assets and meet ownersagencies
Discuss with HQ and affiliates
Seek the input of the cross functional team
Internal digital audit
2nd Decision - Do we have the capability
What IT supportexpertise is available
Understand the restrictions of the existing content management system What resources are available from HQaffiliatesbrand portfoliobudget
How experienced is the organisation (medicalmarketingpharmacovigelenceagency partners
Will it fit existing timelines (launch events publications)
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Where to starthellip
Why do you want to build a website
Requires less investment than a sales
force Other affiliates have one It is a novel way to deliver our message
Other brands in the organisation
have one It will be easy to adapt our existing campaign material
Our agency suggested it
What is our strategic marketing challenge - Patient flow
Potential value lever of growth
Current volume levers of growth
Potential volume levers of growth
Patients Relevant patient group
Current treatment outcome suboptimal
Patient suitable for advanced therapy
Recommended for brand
Funding approved for brand
Patient value
What is our strategic marketing challenge - Stakeholder map
Peers Stakeholder
GP Rx Opioids
KOLs amp peers
Budget holders
Rheumatologist for Joint pain
Pain specialists for nerve pain
Oncologists cancer pain
Patients carers
Pharmacy Insurers
Influences
Economy Co-pay arrangements
Internet press nurses physioT
Published evidence industry support
Guidelines amp International KOLrsquos amp industry physiotherapists
Guidelines
Reimbursement wholesaler stock
Gov funding HE data
What is available from whom
Review independent professional online networks
How do our key stakeholders utilise digital tools
What technologychannels are used
Where are the gapsopportunities
External Digital Audit
What is the opportunity
1st Decision ndash Is there an opportunity to capture customers
Can we expand stakeholder engagement
Have all stakeholders needs been addressed
Can we do a better job than the competition
Is there a new technology we can leverage
Is this the best way to communicate our key messages ndash strategic fit
Do we have the capability
Review the content of your corporate site and meet with developersagencies
Review the content of existing digital assets and meet ownersagencies
Discuss with HQ and affiliates
Seek the input of the cross functional team
Internal digital audit
2nd Decision - Do we have the capability
What IT supportexpertise is available
Understand the restrictions of the existing content management system What resources are available from HQaffiliatesbrand portfoliobudget
How experienced is the organisation (medicalmarketingpharmacovigelenceagency partners
Will it fit existing timelines (launch events publications)
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Why do you want to build a website
Requires less investment than a sales
force Other affiliates have one It is a novel way to deliver our message
Other brands in the organisation
have one It will be easy to adapt our existing campaign material
Our agency suggested it
What is our strategic marketing challenge - Patient flow
Potential value lever of growth
Current volume levers of growth
Potential volume levers of growth
Patients Relevant patient group
Current treatment outcome suboptimal
Patient suitable for advanced therapy
Recommended for brand
Funding approved for brand
Patient value
What is our strategic marketing challenge - Stakeholder map
Peers Stakeholder
GP Rx Opioids
KOLs amp peers
Budget holders
Rheumatologist for Joint pain
Pain specialists for nerve pain
Oncologists cancer pain
Patients carers
Pharmacy Insurers
Influences
Economy Co-pay arrangements
Internet press nurses physioT
Published evidence industry support
Guidelines amp International KOLrsquos amp industry physiotherapists
Guidelines
Reimbursement wholesaler stock
Gov funding HE data
What is available from whom
Review independent professional online networks
How do our key stakeholders utilise digital tools
What technologychannels are used
Where are the gapsopportunities
External Digital Audit
What is the opportunity
1st Decision ndash Is there an opportunity to capture customers
Can we expand stakeholder engagement
Have all stakeholders needs been addressed
Can we do a better job than the competition
Is there a new technology we can leverage
Is this the best way to communicate our key messages ndash strategic fit
Do we have the capability
Review the content of your corporate site and meet with developersagencies
Review the content of existing digital assets and meet ownersagencies
Discuss with HQ and affiliates
Seek the input of the cross functional team
Internal digital audit
2nd Decision - Do we have the capability
What IT supportexpertise is available
Understand the restrictions of the existing content management system What resources are available from HQaffiliatesbrand portfoliobudget
How experienced is the organisation (medicalmarketingpharmacovigelenceagency partners
Will it fit existing timelines (launch events publications)
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
What is our strategic marketing challenge - Patient flow
Potential value lever of growth
Current volume levers of growth
Potential volume levers of growth
Patients Relevant patient group
Current treatment outcome suboptimal
Patient suitable for advanced therapy
Recommended for brand
Funding approved for brand
Patient value
What is our strategic marketing challenge - Stakeholder map
Peers Stakeholder
GP Rx Opioids
KOLs amp peers
Budget holders
Rheumatologist for Joint pain
Pain specialists for nerve pain
Oncologists cancer pain
Patients carers
Pharmacy Insurers
Influences
Economy Co-pay arrangements
Internet press nurses physioT
Published evidence industry support
Guidelines amp International KOLrsquos amp industry physiotherapists
Guidelines
Reimbursement wholesaler stock
Gov funding HE data
What is available from whom
Review independent professional online networks
How do our key stakeholders utilise digital tools
What technologychannels are used
Where are the gapsopportunities
External Digital Audit
What is the opportunity
1st Decision ndash Is there an opportunity to capture customers
Can we expand stakeholder engagement
Have all stakeholders needs been addressed
Can we do a better job than the competition
Is there a new technology we can leverage
Is this the best way to communicate our key messages ndash strategic fit
Do we have the capability
Review the content of your corporate site and meet with developersagencies
Review the content of existing digital assets and meet ownersagencies
Discuss with HQ and affiliates
Seek the input of the cross functional team
Internal digital audit
2nd Decision - Do we have the capability
What IT supportexpertise is available
Understand the restrictions of the existing content management system What resources are available from HQaffiliatesbrand portfoliobudget
How experienced is the organisation (medicalmarketingpharmacovigelenceagency partners
Will it fit existing timelines (launch events publications)
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
What is our strategic marketing challenge - Stakeholder map
Peers Stakeholder
GP Rx Opioids
KOLs amp peers
Budget holders
Rheumatologist for Joint pain
Pain specialists for nerve pain
Oncologists cancer pain
Patients carers
Pharmacy Insurers
Influences
Economy Co-pay arrangements
Internet press nurses physioT
Published evidence industry support
Guidelines amp International KOLrsquos amp industry physiotherapists
Guidelines
Reimbursement wholesaler stock
Gov funding HE data
What is available from whom
Review independent professional online networks
How do our key stakeholders utilise digital tools
What technologychannels are used
Where are the gapsopportunities
External Digital Audit
What is the opportunity
1st Decision ndash Is there an opportunity to capture customers
Can we expand stakeholder engagement
Have all stakeholders needs been addressed
Can we do a better job than the competition
Is there a new technology we can leverage
Is this the best way to communicate our key messages ndash strategic fit
Do we have the capability
Review the content of your corporate site and meet with developersagencies
Review the content of existing digital assets and meet ownersagencies
Discuss with HQ and affiliates
Seek the input of the cross functional team
Internal digital audit
2nd Decision - Do we have the capability
What IT supportexpertise is available
Understand the restrictions of the existing content management system What resources are available from HQaffiliatesbrand portfoliobudget
How experienced is the organisation (medicalmarketingpharmacovigelenceagency partners
Will it fit existing timelines (launch events publications)
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
What is available from whom
Review independent professional online networks
How do our key stakeholders utilise digital tools
What technologychannels are used
Where are the gapsopportunities
External Digital Audit
What is the opportunity
1st Decision ndash Is there an opportunity to capture customers
Can we expand stakeholder engagement
Have all stakeholders needs been addressed
Can we do a better job than the competition
Is there a new technology we can leverage
Is this the best way to communicate our key messages ndash strategic fit
Do we have the capability
Review the content of your corporate site and meet with developersagencies
Review the content of existing digital assets and meet ownersagencies
Discuss with HQ and affiliates
Seek the input of the cross functional team
Internal digital audit
2nd Decision - Do we have the capability
What IT supportexpertise is available
Understand the restrictions of the existing content management system What resources are available from HQaffiliatesbrand portfoliobudget
How experienced is the organisation (medicalmarketingpharmacovigelenceagency partners
Will it fit existing timelines (launch events publications)
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
What is the opportunity
1st Decision ndash Is there an opportunity to capture customers
Can we expand stakeholder engagement
Have all stakeholders needs been addressed
Can we do a better job than the competition
Is there a new technology we can leverage
Is this the best way to communicate our key messages ndash strategic fit
Do we have the capability
Review the content of your corporate site and meet with developersagencies
Review the content of existing digital assets and meet ownersagencies
Discuss with HQ and affiliates
Seek the input of the cross functional team
Internal digital audit
2nd Decision - Do we have the capability
What IT supportexpertise is available
Understand the restrictions of the existing content management system What resources are available from HQaffiliatesbrand portfoliobudget
How experienced is the organisation (medicalmarketingpharmacovigelenceagency partners
Will it fit existing timelines (launch events publications)
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
1st Decision ndash Is there an opportunity to capture customers
Can we expand stakeholder engagement
Have all stakeholders needs been addressed
Can we do a better job than the competition
Is there a new technology we can leverage
Is this the best way to communicate our key messages ndash strategic fit
Do we have the capability
Review the content of your corporate site and meet with developersagencies
Review the content of existing digital assets and meet ownersagencies
Discuss with HQ and affiliates
Seek the input of the cross functional team
Internal digital audit
2nd Decision - Do we have the capability
What IT supportexpertise is available
Understand the restrictions of the existing content management system What resources are available from HQaffiliatesbrand portfoliobudget
How experienced is the organisation (medicalmarketingpharmacovigelenceagency partners
Will it fit existing timelines (launch events publications)
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Do we have the capability
Review the content of your corporate site and meet with developersagencies
Review the content of existing digital assets and meet ownersagencies
Discuss with HQ and affiliates
Seek the input of the cross functional team
Internal digital audit
2nd Decision - Do we have the capability
What IT supportexpertise is available
Understand the restrictions of the existing content management system What resources are available from HQaffiliatesbrand portfoliobudget
How experienced is the organisation (medicalmarketingpharmacovigelenceagency partners
Will it fit existing timelines (launch events publications)
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Review the content of your corporate site and meet with developersagencies
Review the content of existing digital assets and meet ownersagencies
Discuss with HQ and affiliates
Seek the input of the cross functional team
Internal digital audit
2nd Decision - Do we have the capability
What IT supportexpertise is available
Understand the restrictions of the existing content management system What resources are available from HQaffiliatesbrand portfoliobudget
How experienced is the organisation (medicalmarketingpharmacovigelenceagency partners
Will it fit existing timelines (launch events publications)
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
2nd Decision - Do we have the capability
What IT supportexpertise is available
Understand the restrictions of the existing content management system What resources are available from HQaffiliatesbrand portfoliobudget
How experienced is the organisation (medicalmarketingpharmacovigelenceagency partners
Will it fit existing timelines (launch events publications)
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Is there a strategic fit
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Educate target audience
Deliver key messagesbrand awareness
Support existing channels
Short Term tactical need- event-study-launch
Platform for digital toolkit ndash sales detail risk management meeting content thought leader engagement
Repository for content
Building a customer community
Have an achievable objective
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Relevant to the business objective
Agree with all parties what is to be measured
What does success look like
Timeline
Budget
Develop SMART Digital CSFs
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Message matrix
Descriptors (from SmPC protocols clinical data reports value documents etc
Key messages
Target audience
Supporting references
Channel integration
Building a digital communication strategy
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Gap analysis
Has a tailored key message been delivered to all stakeholders
Has the key message been delivered via multiple channels
Can we improve the supporting data
Have we addressed future opportunitiesthreats
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Website ndashpromononpromo
Promo- corporatestand alone
Part of globalwith unique local content
Independent web asset
SimpleComplexMobile ready
Level of security
What kind of website
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Looking beyond the web
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
The digital toolkit ndash here is one I prepared earlier
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Integrated multichannel strategy Analysis
Levers of growth
Stakeholders
Ext digital audit
Opportunity
Int digital audit
Increase use of brand
no online resource to focus needs of the elderly patient with osteoarthritis at risk of lower GI bleeds
GPSI in musculoskeletal disease
GPSI will drive Rx decisions in CCGs
In-house digital expertise available
Anti-inflammatory
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Integrated multichannel strategy Planning
Channel utilisation
Integration
Digital CSF
Strategic fit
Digital objective Nationwide access to GPSI
Build an online community of 100+ GPSIs within 6 months to participate in international study workshop events
Digital will fill gaps left by sales force
Branded European website with UK content
Use of web key target launch to 1st of 4 key national meetings run by BMJ targeted at GPSIs in osteoarthritis integrate with company portfolio and patient centred initiative on facebook and twitter
Anti-inflammatory
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Brandeu
Live Launch of site
Joint Exhibit
Webkey to Brandeu
Integrated multichannel example - GP
online Mini
Symposium
Launch of BMJ IPod App
Anti-inflammatory
Launch of patient focused initiative
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Results
During the meeting series ndash 120 GPSIs registered for Brandeu
4 separate mini-symposia were created at the UK events and delivered on-line across Europe
Audience poll revealed 80 of GPSIs accepted key brand messages
50+ UK GPSIrsquos participated in International workshops
All targeted territories reported an increase in sales
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
The decision tree
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
So now we have a process
Determine if digital offers you a competitive advantage and is a strategic fit with your current plan - Complete a digital environmental audit to identify opportunity
Evaluate the capability of your organisation to deliver within the planning timelines ndash Undertake an internal audit of digital capabilities to ensure you can deliver
Identify the key steps in the process of building a fully integrated multichannel digital strategy ndash Include digital channels in the message matrix identify communication gaps develop digital CSFs
Integrate all existing promotional activates into the digital plan Build the XFT responsible for delivery and maintenance of the digital
assets
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Recap - Decision tree (some pitfalls) Decisions 1 ndash Opportunity 2- Capability 3 ndash Strategic fit YES NO
Asking the agency is not ideal
Invest in existing digital services 2
1
1
Customer review agencies work
2
Budget for external expertise
No added value to existing comms
3
Build and brief your XFT ndash good luck
3
Focus on traditional channels
Are you ready to go and capture your customers
Questions and feedback
Are you ready to go and capture your customers
Questions and feedback