Life Science Marketing Workshop...

Life Science Marketing

Workshop Webinar

Mary Canady

Comprendia, LLC

October 2, 2012

http://comprendia.com/oct2012workshop/



© Comprendia, LLC All rights reserved. 2

Q7. Consider your 2013 life science marketing

planning from the 30,000 foot level. What is

your biggest challenge?

n=37


Q8. Please indicate how your utilization of NON-

DIGITAL advertising and marketing will change in

2013 compared to 2012.

2.44 2.38 2.37 2.26 2.19

1.9 1.71

1.55

0

1

2

3

Decrease

Stay the same

Increase

Average: 2.11

n=37


Q9. Please indicate how your utilization of DIGITAL

advertising and marketing will change in 2013

compared to 2012.

2.79 2.78 2.72 2.7 2.62 2.59 2.59 2.53 2.5 2.45 2.38 2.3 2.22 2.22 2.14

0

1

2

3

Decrease

Stay the same

Increase

Average: 2.54

n=37


3.7 3.6 3.6 3.5

3.3 3.2 3.2 3.2 3.2 3.2

3.0 3.0 2.9

2.6 2.5

1

2

3

4

5

Not challenging

Very challenging

Q10. indicate which areas are challenging by

ranking the topics below on a scale of 1 to 5.

n=37


Q11. Read each sentence below, and indicate

your level of agreement or disagreement for each

statement.

Proving return on investment (ROI) is still an issue for social media in our company. 3.55

We lack the time to create the additional content needed for the

marketing channels we are using or wish to use. 3.36

We are not impressed with the results of our social media efforts so far. 3.33

Our management has embraced social media and digital marketing. 3.32

Our online brand provides value to our customers. 3.27

We are struggling with the integration of digital, social, and traditional

marketing strategies and tactics. 3.14

We would like to sponsor blogs and forums but don't know where to start. 3.02

We need help defining social media policies for our company. 2.89

Our customers are engaged with our online presence. 2.89

We need help with social media basics. 2.84

We have developed procedures to effectively use and monitor digital and social media strategies. 2.65

5=Strongly Agree

1=Strongly Disagree

n=37


Workshop Summary

• An Engaging Strategy

• Planning, Value, & Content

• Engaging Influencers & Researchers

• Metrics, SEO, Leads

• Choosing Tactics: more choices, fewer barriers

• Webinars

• White Papers

• Events

• Questions (enter in chat box)

Homework! Delicious Links

S

http://www.delicious.com/mcanady/tag_bundle/Comprendia October 2012 Survey


Marketing Plan 2.0

• Market Research

– Phone or online survey customers

YOURSELF

– Computer savviness, applications

– 30,000 ft. ‗pain‘

– What do they want, what will they do?

• Digital competitive/situational analysis

• Determine your online value

proposition

• Establish Metrics & Goals

• ‗Bake in‘ lead generation methods

• Content Plan

– Allocate staff or hire (your existing staff

does NOT have enough time)


Keywords

Brand

Industry Topics

Compe-tition

Research topics

Content Network ROI 3rd Party Social Media

1st Party Social Media Metrics

•Find users and influencers •Engage

•ID search terms

•Monitor •Adjust

Users

•Status updates •Listening

•Marketing Plan

•Product development

Strategy & Tactics

•Web content •SEO and conversion

Content

How? Comprendia RSS Guide

http://comprendia.com/lifesciencemarketing/2009/10/13/how-to-win-friends-and-influence-people-2-0-style/


Keywords

Brand

Industry Topics

Compe-tition

Research topics

3rd Party Social Media

1st Party Social Media Metrics

•Find users and influencers •Engage

•ID search terms

•Monitor •Adjust

Users

•Status updates •Listening

•Marketing Plan

•Product development

Strategy & Tactics

•Web content •SEO and conversion

Content

Create Google Alerts for your brand

and topics of interest

Company

Website Company

Website Company

Website

PRODUCTS

Content Network ROI


Finding Influencers • Why

– 75% of SEO is external to your site (Hubspot)

– Amplify your message

• What – Engage, help, promote

• Where – Twitter

• Hashtags (Comprendia List)

• Klout

• Comprendia‘s Compass

– Blogs

• Compete.com (traffic)

• ScienceSeeker (More info soon)

Find a Twitter hashtag and a blog

relevant to your company’s product

http://scienceonline.com/

http://bit.ly/ls_hash

http://comprendia.com/compass

http://comprendia.com/compass


Engaging Researchers

DO DON’T

Share meaningful information pertinent to your online value

proposition

Develop ‗viral videos‘ or games

Listen and interact Broadcast, especially catalog

items

Train staff and allocate time Use interns

Learn and follow the etiquette Join, post, and leave

Be transparent, real Do things to harm your personal

brand

Try different applications, promotions, ideas

Think that social, mobile, or web are silos


Metrics • Internal: Website traffic & analytics

– Time on site

– Entry/exit

– Conversions

• External

– SEO

– Pagerank

– Inbound Links: Link Diagnosis

• Social Media monitoring

– Twitter followers, Klout

– LinkedIn Group growth, Company follows

– Facebook likes, engagement

• Forecasts

– Increase in website traffic, conversions

– ROI

Find the number of inbound links for

yourself & 1 competitor

http://www.linkdiagnosis.com/


SEO Low Hanging Fruit

• Inbound Links

– Woo those influencers!

– Directories, sponsored posts, Ads

• Keyword research

– Keyword Spy (worth the cost for a

few months at least)

– Google Keyword Tool

• Update page titles, content

• Google LOVES web 2.0

http://www.keywordspy.com/


―Real‖ ROI Workflow

Goog

Analytics

or URL

shortener

Landing Page

(form)

CRM •Tag as

coming from

SM

•Track sales

Best Apps •Hubspot/Salesforce integration •Vocus •Crazy Egg heatmaps for landing pages

•Google ―closed loop marketing‖ or

―marketing automation‖

Closed Loop

Activity (see

appendix)

http://www.crazyegg.com/


Choosing Tactics

• Considerations

– CUSTOMER INTERESTS

– Internal resources & reach

– Landscape

– Lead generation

• Survey Interests

– Webinars

– Self-hosted events

– White papers


Webinars

• Showcase your online value

proposition

– Think ‗how to,‘ not capabilities

• Build network to promote

• Practice twice, give once

• Listen before, during, after

• Record & repurpose – Two chances to get leads

• See our guide ―How To Host A Life

Science Webinar

http://comprendia.com/lifesciencemarketing/2011/09/23/how-to-host-a-life-science-webinar/


White Papers

• Relate to online value proposition

• Base on needs & repurpose

– Webinar

– Newsletter

• SEO (Title Most Important)

• Publish

– Build & leverage network

– Blog or PDF (latter: need Google tracking

code)

– Slideshare

– Docstoc

– Traditional publications

– Blogs (e.g., GEN)

Develop one idea for a white paper


Self-Hosted Events

• Death of the conference

exhibit hall?

• Easily plan workshops and

social events now

– Near or at conference

– Local events

– Base on customer needs, not just

product related

– Promote

• Your network

• Twitter hashtags

• LinkedIn Groups

• That really motivated salesperson


Case Study: Emerald BioStructures

Webinars

Online Value Proposition: Structural Biology Insights

Brochures

Champions

Website

Blog

•Lead

Generation

•Sales

•Thought

Leadership

•‗ROI‘ Network


Case Study: EpiExperts with NEB

Online Value Proposition: Epigenetics Experts

•Thought

Leadership

•Exposure

•Feedback

•‗ROI‘ Network


Workshop Summary

• An Engaging Strategy

• Planning, Value, & Content

• Reaching Influencers & Researchers

• Metrics, SEO, Leads

• Choosing Tactics: more choices, fewer barriers

• Webinars

• White Papers

• Events

• Questions (enter in chat box)

S

Try out LIFE‘s Biotech Thriller—what

would you do differently?

http://www.biotechthriller.com/


Comprendia‘s Value

Strategies For Traditional and New Media Marketing

Channels and Technologies for Tactical Implementation

Focused on Meeting Your Objectives


Appendix: Closing The Loop: Ideas

White Papers Polls Contests

Workshops Conference

Giveaways

Web

applications

RSS Email

Subscriptions

(Feedburner)

Webinars Events

Newsletter

Subscriptions

“Social

Media Only”

Promos

Ask

customers

about online

needs/habits

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