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Pharma Online Marketing
Pharma-Online-Marketing-Charts
Pharma-Online-Marketing-Doc
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Strategic Approach
Analysis: Investigate target group
Unmet need: Understand the prospect's problem
Positioning: Develop a powerful message
Modes of expression: Address all senses
Check: Test draft, adapt to feedback, test again
Channels: Find effective communication routes
Success Criteria: Define performance indicators
Names: Collect and store customer contact data
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Communication Channels
Experts: Individuals, advisory boards, professional societies
Events: Conferences, workshops, presentations …
Scientific publications: Abstracts, articles …
Personal contacts: Connect and network with people
Market research: Interviews, focus groups …
Electronic media: Websites, videos, social media .
Public relations: Engage the media, work with journalists
Advertising: Print and electronic adverts, brochures …
Sales force: Train and motivate representatives …
Direct marketing: Print and electronic mailings,
telephone service hotlines, call centers … Additional options: Continuing medical education,
clinical studies, sponsorships, self-help groups,imaginative actions … Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Channel of Increasing Importance
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Key Perfomance Parameters
- Google Ranking- New Leads (e.g. new subscribers)- Unique Visitors- Conversion Rate Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Online : Medium
Online is one of many media to convey content Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Make Your Website Visible
Offline
Brochures, Print Ads .
(leave a deeper footprint on the brain*)
Online
- Onpage: SEO …
- Offpage: Links
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Marissa Mayer, Yahoo CEO, FTD 18 July 2012 Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Purpose of a Website
URL, Landing pages, Description,
Inbound-Links, Text … SEO
Add value
• Give email address Conversion rate
Provide incentive
4) Enhance off-line activities "Webify it"
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Put Your Website to Work
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com How happy are your customers with your websites? Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Using the Web
Ensure easy navigationPromote the web addressMeasure visitsImprove continuously Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com A Website for the US
'You are linking to a site that containsinformation that is intended for consumersand patients in the United States only' Healthcare Marketing Dr. Umbach & Partner, 2005 www.umbachpartner.com Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Make Your Website Work
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Social Media: User Generated Content
Business Networks XING, LinkedInPhoto Sharing Closed Communities coliquio.de, facharzt.de, Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Communities for Physicians
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Direct-To-Consumer
Nexium web traffic > 1 million visitors purplepill from AstraZeneca. Ranking from comScore: "Nexium tops pharma websites" , Fierce Pharma, October 2008
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Disease Awareness Site
Real Patients
Who Play Themselves
on Pharma YouTube Channels
Sanofi on Atrial Fibrillation
http://www.youtube.com/sanofiaventisTVenhttp://www.youtube.com/watch?v=uL5uaEPXSw0 Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Patients
www.ms-gateway.com
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Online-Community
Do you have a life-changing condition? Learn from the real-world experiences of other patients like you UCB and PatientsLikeMe Partner to Give People With Epilepsy a Voice in Advancing Research Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Sponsored Educational Websites
Example: Communicate trial results
Option: "Study group website"

http://en.sanofi-aventis.com/binaries/20081106_current-oasis7_aha_en_en_tcm28-22685.pdf http://www.mgbiotherapeutics.com/research/MAGIC/mgb_en_p_rd_magicresults.asp http://www.adalat.com/scripts/pages/en/professionals-home/events/highlights-2006/esh-madrid/interviews/index.phphttp://www.adalat.com/scripts/pages/en/professionals-home/tools-services/adalat-interactive/Adalat.pdf http://www.incirculation.net/NewsItem/CURRENT-OASIS7- Doubling-clopidogrel-dosing-has-fav.aspx?mid=5&usechannel= CURRENT OASIS-7: Doubling clopidogrel dosing has ‘favorable net clinical benefit‘ Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com People "Google" Everything
Search-Engine-Advertising-Leute
= Search Engine Marketing
= Paid or sponsored links
= Pay per click (PPC)
Search-Engine-Optimization-Leute
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Web: Investment?
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Ensure People Find You
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com SEO = Search Engine Optimization
1 - 5 Onpage 6 Offpage
Tips: www.seo-pharma.de
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com http://www.highrankings.com/useless-seo-tactics-303 Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Learning from Google Ads
A 3 Page Guide - Free PDF Download
Complex Words - Simple Definitionswww.bb-elec.com Popular Ethernet TermsComplex Words - Simple Definitions B 3 Page Guide - Free PDF Download
The CTR =Clickthrough Rate is the percentage of people searching who actually click. If 100 people search, and one person clicks through: 1% Clickthrough Ratewww.perrymarshal .com/google/day2.htm Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Electronic Newsletter: Open Rate
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Email Subject Line: Open Rates
Based on Source: http://www.marketingsherpa.com/emaw2006/35.html Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Which Test Won?
30-Day Free Trial on All Accounts
A Sign-up takes less than 60 seconds.
B 30-Day Free Trial on All Accounts
"Extremely useful""Exceeded our expectations""Simply brilliant" http://whichtestwon.com/?page_id=1900&pollid=17 Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Which Test Won?
Risk Free
A Email ….
Access it Now
Create Your Profile for
B Free and Unlimited Access
Access it Now
http://whichtestwon.com/order-form-headline-length-test-results?pollid=11 Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Which Test Won?
Tell us what we can do better
Give us your best campaign
B monitor ideas!
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Website Checklist
25 Points
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Website Checklist I
1) Do search engines find your website?2) Does the user quickly know who you are and what you do?3) Do you offer useful content in a concise way?4) Why should the user contact you?5) How easy can the user contact you?6) Does your website support your off-line-activities?7) Is site load-time reasonable?8) Is the font size easy to read?9) Adequate text-to-background contrast Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Website Checklist II
11) Flash, add-ons, pop-ups are used sparingly12) Effective layout13) Essential content is above the fold14) Simple, straightforward, user-friendly navigation15) Clear and compelling headlines and subheadlines16) Design, styles and colors are consistent 17) Links are easy to identify18) Logos and images are clickable19) Meaningful URLs20) Terms of use and privacy policy Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Website Checklist III
21) Sitemap22) Onsite-Search23) TITLE Tags24) Images have appropriate ALT Tags25) Clean, clutter-free HTML code More Tips:http://www.seo-pharma.dehttp://www.pharmaonlinemarketing.com Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Emails that make a difference
Consider everything we've discussed,especially the following:- Ask: Would a phone call be better?- Send it to the right people- Keep it short and simple- Add value Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Newsletter
Lilly
Dear Reader,
Welcome to our ed*Newsletter (Levitra is never mentioned) Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Your Email Identity
Best regards, Alexis Papadopoulos Company XYZ Suggested Signatures
Alexis Papadopoulos Product Manager Examplex Alexis Papadopoulos Marketing Manager Examplex Alexis Papadopoulos Medical Advisor Examplex Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Newsletter
"95% of companies use email marketing. It remains the most cost-effective way to communicate with your customers and prospects"www.clickback.com Number of new subscribers gained
Click-Through Rate to your website
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Newsletter
Delivery Rate Open RateClick-Through Rate Unique Visitors onthe right website"Landing Page" Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Newsletter
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Facebook in B2B
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Landingpage
A transactional landing page seeks to persuade a visitor to fill out a form or act in some way (with the ultimate goalof selling a product).
Usually some minimal amount of visitor information is required, typically an email address – to "capture the lead" and add the prospect to a mailing list. Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com The purpose of your website is to capture visitors' email addresses 17 % of Americans create a new email address every six months Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Customer
Relationship
Management
Navigate
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Websites we should look at
Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com Free Tips and Ideas
Free German Management Newsletterwww.tipps-trends.com Free audio book "Successfully Marketing Clinical Trial Results: Winning in the Healthcare Business" Healthcare Marketing Dr. Umbach & Partner www.umbachpartner.com

Source: http://www.umbachpartner.com/cms/download/Pharma-Online-Marketing-Doc.pdf

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