Global Product Launch - Marketing Strategy

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Transcript of Global Product Launch - Marketing Strategy

  1. 1. Case Study Presentation Global Product Launch - Strategic Planning
  2. 2. Case Study: Elsevier ClinicalKey Launch Global Product Launch Product Overview Clinical search engine oComprehensive oTrusted oFast Business Challenge New market entry Entrenched competition OVERVIEW
  3. 3. Case Study: Elsevier ClinicalKey Launch Marketing Objectives Create awareness Drive leads Convert leads to sales Create engagement Business Objective Achieve $25.6M in 2012 Revenues OVERVIEW
  4. 4. Case Study: Elsevier ClinicalKey Launch Situation Analysis Messaging Brand and Product Awareness International Support Key Issues & Opportunities
  5. 5. 5 KEY INSIGHTS
  6. 6. 6 KEY INSIGHTS Case Study: Elsevier ClinicalKey Launch Physician Mindset Path to career starts in childhood Naturally competitive & empirical Movement from private practice to hospital Overwhelmed by government reimbursement requirements Peer camaraderie built through school & residency
  7. 7. 7 KEY INSIGHTS Case Study: Elsevier ClinicalKey Launch Physician Insights Not an emotional sale Try before they buy Peer-to-peer recommendation effective Time-savings is key Need access to information across locations
  8. 8. 8 KEY INSIGHTS Case Study: Elsevier ClinicalKey Launch Executive Mindset Are physicians Unemotional, empirical, trust in peers Bottom line improved care and reduced costs Recruitment and Retention Challenges Struggle with evolving policies, innovations, and political landscape Proactive, values communication and collaboration, high standards of excellence
  9. 9. 9 KEY INSIGHTS Case Study: Elsevier ClinicalKey Launch Executive Insights Not emotional buyers Message as decision-maker Staff physician input driving demand and preference Responds to patient outcome and cost reduction messaging Driven to find competitive advantages in physician recruitment and patient preference
  10. 10. 10 KEY INSIGHTS Case Study: Elsevier ClinicalKey Launch Looking outside healthcare for inspiration To build awareness, build a strong identity To build a strong identity, drive consistency Thought Leadership Experiential Sampling Initiatives
  11. 11. 11 STRATEGY
  12. 12. Institutional Subscriptions Medium Hospitals (300 499 Beds) Case Study: Elsevier ClinicalKey Global Launch Large Hospitals (>500 Beds) Small Hospitals ($10K B2C Revenues >$675K B2B Revenues CMIO Summit 62 Product Demonstrations 22 30-Day Trials >$2K B2C Revenues >$250K B2B Revenues Conference/Mobile Tour Results 242,652 Product Demonstrations 105,894 30-Day Trials >$1M B2C Revenues >$8.5M B2B Revenues OVERVIEW 8to1Return on Investment 2to1 Return on Investment12to1 Return on Investment
  13. 28. Case Study: Elsevier ClinicalKey Launch Marketing Program Results Beta Results 4,955 Physician Participants 583 Hospital Executive Participants >$460K B2C Revenues Media 8.05M Online Impressions 229 Placements OVERVIEW 6to1 Return on Investment .19% Revenue Objective116% CTR Business Objective Results Achieved $29.8M Revenues
  14. 29. Thank you! Questions & Answers