Digital Strategy in the NOW Economy: Proactive and Real-time

Digital Brand Strategy
in the NOW Economy:
Proactive and Real-Time

Social Media In Pharma Online Summit
July 21, 2011

Ellen Hoenig

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Pharma Is No
Exception—
Consumers
Make the Rules

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Credit: Hubspot 101 Marketer's Quotes ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com

The Emerging
Role of Digital

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Credit: Hubspot 101 Marketer's Quote
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©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com

Outline

• The NOW Economy Demands… 5-12

• Kick-Ass Digital Brand Strategy 3-20

• Requires New Skills & a Disciplined Process 21-37

• 5 Imperatives to Boost Your Digital IQ 38-54

• Go. Initiate. Enchant. 55-59

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The NOW Economy Demands

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The NOW Economy
Demands

Being ready for “One result of the internet revolution
and engaging with is that the people formerly known as
the patients/audiences became
e-Patient journalism
publishers and broadcasters – and
pundits and critics.”
-Lee Rainie, Director

Pew Internet & American Life Project

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The NOW
Economy
Demands

Preparation for a
new openness…

Image Credit: Artsl
Credit: Hubspot 101 Marketer's Quotes
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The NOW
Economy
Demands

Greater
authenticity &
transparency

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©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com Credit: Hubspot 101 Marketer's Quotes

The NOW
Economy
Demands

Smarter, faster,
and cheaper
marketing

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©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com Credit: Hubspot 101 Marketer's Quotes

The NOW
Economy
Demands

Real-time response

“Everyone has a plan
until they’ve been hit.”
- Joe Lewis

Photo Credit: iStock 10
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The NOW
Economy
Demands

A new real-time
mindset

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The NOW
Economy
Demands

New Skills,
Actions,
Processes…

To Enchant

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Developing a Kick-Ass Digital Strategy

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Developing A
Kick-Ass Digital Strategy

Digital strategy must fit with Core Brand Strategy
brand strategy— Digital Brand Strategy
not the other way around
Digital Media and Tools

Web, Mobile, Social Media

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Developing A
Kick-Ass Digital
Strategy

Digital strategy
must strengthen
the brand’s core
promise…

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Developing A
Kick-Ass Digital
Strategy

If you think about it, we are “A brand is the set of expectations,
memories, stories and relationships
all defined by the
that, taken together, account for a
experiences and actions of
customer’s decision to choose one
our lifetime. So are product or service over another.”
brands.* – Seth Godin

* Read Scott Bedbury’s A New Brand World
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Developing A
Kick-Ass Digital
Strategy

It isn’t about technology…

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Developing A
Kick-Ass Digital
Strategy

It’s about integrating
changing digital realities
into a core brand strategy

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Developing A
Kick-Ass Digital
Strategy

The essence of KADS: “Creates opportunities-
create relationship-building the platform- for brands to
opportunities build relationships and to
have conversations
through digital media.
– Substance blog

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Developing A
Kick-Ass Digital
Strategy

It is the Relationship,
Stupid…

Listen First.
Sell Later.

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Requires a Disciplined, Fluid Process

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Requires a Disciplined,
Fluid Process

Some things don’t
change—
Cornerstones of great
digital strategy—
Especially critical for Deep Insight Being Human

healthcare

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Fluid Process

6 Steps

Align Clear Brand Drive Value Implement/ Metrics &
Deep Insight
Objectives Promise Creation Integrate Measurement

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Fluid Process

Carefully articulate and
align: • How will we define success?

-company/brand objectives • What ‘collective actions’* are

-digital objectives, including we trying to effect?
branded and unbranded • What will we measure?
-portfolio considerations

-company risk profile

* Collective actions coined by Alex Butler
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Fluid Process

Clear and compelling A Strong Foundation Is Paramount

brand promise • Clarity
• Relevance and Resonance
• Distinctly Competitive

Keep Brand Promise Focus
• Cross-channel integration
• Digital platform integration
• Consistent Delivery and Actions
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©2011 AdvanceMarketWoRx, All Rights Reserved. www.AdvanceMarketWoRx.com

Fluid Process

Dive deep below the surface to gain
competitive advantage and
differentiation

Hint: surface knowledge is readily
available to all…

Carefully prioritize each segment;
get to know each persona intimately

©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com 2626
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Image Credit: Insight Iceberg, Deep Dive by Rich Horwath

Requires a
Disciplined, Fluid
Process

Listen with intent
to act

Credit: Hubspot 101 Marketer's Quotes 27
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Requires a
Disciplined, Fluid
Process

Think like…
Your consumers
Your patients
Your caregivers…

Credit: Hubspot 101 Marketer's Quotes 28
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Requires a
Disciplined, Fluid
Process

• Need/Gap Analysis— Active listening,
insightful research
Successful deep • Competitive & community landscape

dives require… • User-experience assessment

• Long-tail consideration: How do
segments/individuals differ?

• Current Media/SM usage; tech savvyness

• Disease considerations

• Forward thinking scenario planning
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Requires a
Disciplined, Fluid
Process

Give patients what
they care about at
just the precise
moment they need it

•Credit: Hubspot 101 Marketer's Quotes
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Requires a
Disciplined, Fluid
Process

Pay careful attention
to the information
patients look for on
line—it’s not just
about benefits

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Requires a
Disciplined, Fluid
Process

Information patients
find ‘acceptable’
from Pharma co.'s

Source: 2011 DTC Study Prevention

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Requires a
Disciplined, Fluid
Process

Consumers find
Pharma sites
helpful; still much
opportunity to
improve.

Base: go online for prescription medicine information

Source: 2011 DTC study Prevention
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Fluid Process

• Beyond brand benefits & messages
Customer value creation—
-Patients want safety & risk info
Beyond just the Rx:
• Two-way exchange; consumers want
What useful information to be heard i.e. customer service ops

• Community building; access to others
and/or services can you
‘like me’, use of patient data
provide? • Health benefits/services beyond Rx
e.g. health games, mobile apps/tools

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Reserved.

Fluid Process

What else can you do to • Common language— 2/3’s U.S. adults
60+ have inadequate/marginal literacy
provide greater value and
• Easy to use; meets them where they
support?
are…literally and technologically

• Uses curation to help simplify

• Timely. Consistent.

• Provides emotional support; empathy

• Engages with the unexpected; ‘fun’

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Requires a Disciplined, •Implement/
Integrate

Fluid Process

Implement
Don’t let your core brand • An iterative process

focus slip during • Metrics: Establish. Measure.
Learn. Adapt. Improve.
implementation and • Ensure policies are in place
integration Integrate
• Across digital platforms
• With off-line channels
• Plans for future digital platforms
• Across Pharma customers
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Fluid Process

Metrics & Continuous
Learning...

Key to the spontaneity Iterative doesn’t
mean “fixing errors”
digital demands

Changes
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Five Imperatives To Boost Your Digital IQ

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Five Imperatives To
Boost Your Digital IQ

1. Content Strategy

2. Perfect Fit

3. Digital Ecosystem

4. Foster Community

5. Get Over Lack of Control

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©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.AdvanceMarketWoRx.com •Photo Credit: iStock

Five Imperatives To Content Strategy

Create content & context;
curate—but be original
“A great story is not predictable
although its central truth is often
familiar. A great story surprises. It
teaches. It hooks the audience,
sometimes with an image or a
metaphor. It connects.“ - NewsLab

Photo Credit: Getty Images
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Five Imperatives To Content Strategy

What to think about… • Stop thinking ‘messaging and
promotion. Solve customer
problems. Be relevant.
How sharp are your
• Make your patients/CGs the
content management
center of the story- not the brand
skills?
• Don’t sound like everyone else
• Write with a human voice
• Use the element of surprise
For more content learning, read Content Rules by A Handley • Show enthusiasm and passion
and CC Chapman
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Five Imperatives To Go For a Perfect Fit

Extend personalization
& customization

Pursue a perfect experience

•Photo Credit: iStock
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Five Imperatives Go For a Perfect Fit
To Boost Your
Digital IQ

Niches require
micro-targeting and
personalization

•Credit: Hubspot 101 Marketer's Quotes
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Five Imperatives Go For a Perfect Fit
To Boost Your
Digital IQ

Map to your patients’
“buying processes”

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Five Imperatives To Go For a Perfect Fit

“True value creation only happens with
Delivering maximum value impeccable focus on delivering insight
and support to each customer with each
requires focused discipline
interaction—better than your
and going for ‘perfect fit’. competition.
One way to do this is to create different
personas that you vigilantly defend
throughout digital planning that map
back to how your customers approach
their treatment pathways.” -Ellen Hoenig

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Five Imperatives To Build a Digital Ecosystem

Not Just A Website
• Think open digital pathways and
connections

• Marry the socio-technical aspects of digital
platforms

• Promote interaction, sharing and learning

• The world is multi-dimensional. Use all
sensory and geo options. Encourage local
adaptation.

• Design for optimization of each digital
platform, e.g. Mobile vs. Web
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“Inspired by natural
ecosystems, digital
ecosystem takes into
account self-organization,
scalability and
sustainability.” - Wikipedia

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Five Mobile Considerations:
• Drive toward convenience. Ensure
immediacy, simplicity, context

• Focus on customer needs—what’s in it
for them?

• Mobile is as much a product as a
channel

• Divorce from the PC. Mobile is driven
by different factors and opportunities.

• Be nimble; dynamic
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Five Imperatives To Foster Community & Relationships


It takes a community to
support a patient…
And patients will accept
nothing less...

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Five Imperatives To Foster Community & Relationships

People turn to different
sources for different
kinds of information.

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Five Imperatives Foster Community & Relationships
To Boost Your
Digital IQ

•Patient to Patient

•Patient to Doctor

•Patient to Family

•Pharma to Patient

Photo credit: istock 51
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Five Imperatives Get Over Lack of Control
To Boost Your
Digital IQ

One-way messaging is
obsolete—the new world of
self-publishing means
“I agree with the words of Charlie
Safran, MD ‘Patients are the most
under-utilized resource’ in health IT.
And I think it applies to all of
healthcare.”
– E-PATIENT DAVE DEBRONKART, AUTHOR LAUGH,
SING, AND EAT LIKE A PIG
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To Boost Your
Digital IQ

There’s a lot of fear-
Focus on what you mongering about
“losing control” of your
CAN control brand online, when, in
fact, you’ve got control
over as much as you
always have: how you
present your business
and how you act.

JAY BAER & AMBER NASLUND
AUTHORS OF THE NOW REVOLUTION

Credit: Hubspot 101 Marketing Quotes 53
©2011 AdvanceMarketWoRx, LLC All Rights Reserved. Reserved. www.AdvanceMarketWoRx.com
©2011 AdvanceMarketWoRx, LLC All Rights www.AdvanceMarketWoRx.com
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To Boost Your
Digital IQ

Think of Digital
Media as a Public
Space, and ask,
“What space can
our brand or
company create for
our best patient
customers?

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Pharma: Go Initiate. Enchant

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Pharma: Go. Initiate.

“Poke the Box”
by Seth Godin

When was the last time
you did something for the
first time?

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The Future of Health
is Social

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Photo Credit: iStock
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Better to start small… dip
your toes… vs. doing
nothing… Or waiting to
make it ‘perfect’.

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Photo Credit: iStock
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“Now that we can do
anything, what will we do?”
-Bruce Mau, Massive Change

With thanks to the leaders who
have forged the digital and
healthcare 2.0 path: Scientists,
Regulatory, Marketers, Creatives,
ePatients, Caregivers…
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©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
www.AdvanceMarketWoRx.com
www.AdvanceMarketWoRx.com
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Ellen Hoenig

Other recent writings you might enjoy Connect with me:
Brand Champion Health Check: Is Your Brand
www.advancemarketworx.com
In Shape To Win?
http://blog.www.advancemarketworx.com
Pharma Marketers: 6 Key Skills Every Brand http://twitter.com/ellenhoenig
Champion Will Possess http://www.linkedin.com/in/ellenhc

Graphic Design: The Cournell Group
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Digital Strategy in the NOW Economy: Proactive and Real-time

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