6 Modules for Developing a Successful Online Marketing Program for Biotech, Pharmaceutical and Healthcare Companies Chapter 1: Define Goals for Your Global Online Marketing Program

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3. via email at Pre_Scribed@vodori.comAudio access: Phone number: 1-866-469-3239 Meeting Number: 796 281 994 Meeting Password: Vodori1 Pre_Scribed is a webinar series sponsored by:

4. Webinar Series Overview 6 Modules about Developing a Successful Online Marketing Program for Biotech, Pharmaceutical and Healthcare Companies Stay in touch with us in between webinars through Twitter, by following us @Pre_Scribed and register at http://prescribed.eventbrite.com/ to receive email updates. Step 1: Define Goals 1 Define Goals for Your Global Online Marketing Program 2 Find Partners & Devise a Game Plan 3 Design Content to Fit Your Goals 4 Coordinate your Channels 5 Implement Your Program 6 Evaluate Your Success, Maintain Momentum, and Grow Your Program January 19, 2011 | 2

6. business objectives

7. user needs

9. visual design

11. ongoing support

12. online marketing program management (SEM, Social Media, etc.)To ensure continued success January 19, 2011 | 3

14. Product Sites

15. Unbranded and non-promotional sites

16. Communities and other extensions

17. Social Media

18. Strategic Plans

19. Markets: Domestic vs. International

20. Unique Marketing Challenges (Boxed warning, off label use, etc.)

21. Competitive Assessment

22. Industry best practices

23. Lessons learned from other industries

24. Market research

25. Focus groups

26. Existing analytics

27. Adapting the offline world to create rich online user personasMarketing requirements for your online presence. Benchmarking the competition; identifying opportunities. Features and functionality that will enhance user experience. What your online presence says today and who it speaks to. January 19, 2011 | 4

28. Assessing the Current State and Defining Goals Step 1: Define Goals User Needs IndustryAnalysis Business Objectives Your Current Interactive Portfolio Your Current Interactive Portfolio January 19, 2011 | 5

29. Examining the Current Online Landscape Step 1: Define Goals January 19, 2011 | 6 Your company’s online presence likely has many layers: A critical first step in planning a successful campaign is gaining an understanding of your company’s overall interactive landscape and how the various pieces fit (or will fit) together.

30. Assessing the Current State and Defining Goals Step 1: Define Goals User Needs IndustryAnalysis Business Objectives Your Current Interactive Portfolio Business Objectives January 19, 2011 | 7

32. Partnership opportunities

34. Segmentation

35. Market preparation

36. Consumer focus

37. HCP focus

38. International markets

39. Regulatory challenges

40. Job applicants

41. Attract new investments

43. Mapping Online Initiatives to the Broader Strategic Plan Step: Define Goals Phase 3 Global Launch Phase 1 NDA Filing Phase 2 Approval >> >> >> Phase 0 Pre-Launch Corporate Website Corporate.fr Product.fr Product Website* *Content under constant evolution depending on drug development stage, approval, and indications Physician Resources Website Disease Info Website for Patients Your online strategy cannot be developed in a vacuum. We advocate for close collaboration between all channels to create an impactful, coordinated effort. January 19, 2011 | 9

45. International?

46. New therapeutic area?

47. Signature requirements?

48. Workflow management: digital v. manual?Review by Regulatory Step 1: Define Goals January 19, 2011 | 10

49. Assessing the Current State and Defining Goals Step 1: Define Goals User Needs IndustryAnalysis Business Objectives Your Current Interactive Portfolio IndustryAnalysis January 19, 2011 | 11

50. Competitive Analysis: Sizing up the Competition Attributes of competitive sites are examined based on a number of objective criteria (meaning that a score can be ascribed to each attribute): In addition, other brands are evaluated on a more subjective basis to both understand how they manage their online presence and provide a “sanity check” to the objective analysis: Step 1: Define Goals January 19, 2011 | 12 Audience Segmentation Content Search Engine Marketing Navigation & Usability Branding, Promotion & Comm. Site Features &Functionality Visitor Education Data Capture Site Greetings Digital Marketing Funnel Drive Purchase & Use Foster Brand Loyalty

51. Sidebar: The Digital Marketing Funnel Step 1: Define Goals January 19, 2011 | 13 digital touchpoint participants

52. Competitive Analysis: Quantifying Attributes Step 1: Define Goals January 19, 2011 | 14

54. Physical symptoms that can be difficult/painful to explain or discuss

55. Caregivers play an important roleStep 1: Define Goals January 19, 2011 | 15

56. Assessing the Current State and Defining Goals Step 1: Define Goals User Needs IndustryAnalysis Business Objectives Your Current Interactive Portfolio User Needs January 19, 2011 | 16

57. User Needs: What Customer & Stakeholders Seek Step 1: Define Goals January 19, 2011 | 17 Focus Groups Other? Focus groups and interviews yield user requirements and language expectations that drive SEM & SEO Market research is a necessary component that provides invaluable background information Physician Patient Interviews Market Research Rich User Personas Company Employee Interviews Existing Analytics & SEO/SEM Study Company employees can assist in driving important features; also can teach you “where to look” for additional information To the extent that relevant web properties exist, analysis of visitor and content trends can help drive content strategy and SEO/SEM considerations

59. time of visit

60. length of visit

61. most-visited content

62. site entry and exit pathways

63. search terms, etc.

64. These are key inputs to a Content, SEO and SEM Strategy on a forward-going basis

65. If no existing analytics, other SEO and SEM tools are available, such as keyword selection,optimization, and site crawler toolsTop Five Traffic Sources (November 22nd – December 5th):

66. User Needs: Persona Development Step 1: Define Goals January 19, 2011 | 19 Dan Avid internet user and technology enthusiast “Ever since I was diagnosed I have really struggled to control my disease. I am an avid reader and internet user; I am constantly searching the web for new information about my condition. A few months ago I found a pretty good community on Facebook where I can get in touch with other folks that are also diagnosed. Although, lately I have found that the quality of the content is unpredictable. I would love it if there were a reliable iPhone App that helped me to track my disease.” Dan’s approach to his treatment plan Dan is tremendously proactive and constantly seeks the newest information about his disease. He is religious about when he takes his meds and has limited his intake of foods and beverages that he knows can cause adverse reactions in his body. Dan’s internet habits Dan is an avid internet user; it is the center of his universe. Dan is what you call a content “syndicator”; he doesn’t create new content but he does an excellent job broadcasting interesting and relevant news through his Twitter handle. Dan takes a less active approach on Facebook; he keeps his posts to a minimum but likes to keep up with what his friends are doing by looking at their photo streams. Age: 19 Location: Chicago, IL Family: Youngest of three boys, mom and dad Occupation: College student; aspiring drummer Education: English major Household Income: < $40,000 About Dan Dan’s friends describe him as a good guy. He’s also smart and in tune with everything in the world around him – constantly connected to the universe through his iPhone which can usually be found in his left hand. Dan is of a new generation – one that has never read a newspaper and has obtained all of his relevant information online. Hobbies and interests Intramural sports Hanging out with buddies Rocking out with the band Attending rock concerts Trying new things College Basketball Favorite sites & digital brands Apple Facebook Twitter Pandora TMZ.com ESPN.com

68. Cross-linking Opportunity SummaryBusiness Objectives Summary Site Charter Together, these individual components provide an actionable roadmap with prioritized features.

70. Finding an agency that fits your needs

71. Best practices for working with multiple agencies and coordinating a (sometimes) vast network of vendors

72. Selecting the right technology platform for your business

73. Develop measurable objectives to meet your goal(s)

74. Coordinating your program with the budgetStep 1: Define Goals January 19, 2011 | 21

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