Workshop Worksheets for Website Relaunch
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WORKSHEETS FOR WEBSITE RELAUNCH WORKSHOP IN THE HEALTHCARE SECTOR A collection of worksheets to be used in workshops in order to define the requirements of a relaunch of a corporate website in the healthcare sector. Created by The Main - a strategy consulting firm for digital marketing based in Hamburg, Germany.
Transcript of Workshop Worksheets for Website Relaunch
WORKSHEETS FOR WEBSITE RELAUNCH WORKSHOP IN THE HEALTHCARE SECTORA collection of worksheets to be used in workshops in order to
define the requirements of a relaunch of a corporate website in
the healthcare sector.
Created by The Main - a strategy consulting firm for digital
marketing based in Hamburg, Germany.
BRAND & COMMUNICATION STRATEGY - WORKSHEET
OVERALL BRAND VISION / OBJECTIVES:
...............................................
...............................................
...............................................
NAME OF UMBRELLA BRAND: ......................
NO. OF PRODUCT CATEGORIES: ..................
NO. OF PRODUCT BRANDS: ........................
BRAND MESSAGE:
...............................................................
...............................................................
...............................................................
BRAND DESIGN ASPECTS:
1.) ...........................................2.) ...........................................3.) ...........................................4.) ...........................................
BRAND USP / POSITIONING:
................................................
................................................
TARGET GROUPS:
Consumer
Short Description (gender, age)
................................................
................................................
HCP
Short Description (gender, age)
................................................
................................................
MARKETING OBJECTIVES:
1. Brand Awareness
2. Customer Engagement
3. Education
4. Product Information
5. Online Sales
6. ................................
7. ................................
8. ................................
BRAND VALUES / ATTRIBUTES:
1.) ...........................................2.) ...........................................3.) ...........................................4.) ...........................................
MARKETING CHANNELS:
a) TV
b) Print
c) POS
d) Online
e) ....................................
f) ....................................
✔ XYes No BA Priority
✔ A B
FUTURE DIGITAL COMMUNICATION - WORKSHEET
SEM DISPLAYADVERTISING
BRANDPAGE(S)
SOCIAL MEDIA
ONLINE PR
HCP EXPERTCOMMUNITIES
SEM1.Awareness / Traffic
2.User Engagement3.Product Information4.Lead to Sales5.E-Commerce6.Services7.Loyalty8.Advocacy
OBJECTIVES PER CHANNEL
ONLINE PHARMACIES
CRM
ECOSYSTEM
DISPLAY1.Awareness / Traffic
2.User Engagement3.Product Information4.Lead to Sales5.E-Commerce6.Services7.Loyalty8.Advocacy
ONLINE PR1.Awareness / Traffic
2.User Engagement3.Product Information4.Lead to Sales5.E-Commerce6.Services7.Loyalty8.Advocacy
WEBSITE1.Awareness / Traffic
2.User Engagement3.Product Information4.Lead to Sales5.E-Commerce6.Services7.Loyalty8.Advocacy
HCP COMMUNITIES1.Awareness / Traffic
2.User Engagement3.Product Information4.Lead to Sales5.E-Commerce6.Services7.Loyalty8.Advocacy
SOCIAL MEDIA1.Awareness / Traffic
2.User Engagement3.Product Information4.Lead to Sales5.E-Commerce6.Services7.Loyalty8.Advocacy
ONLINE PHARMACY1.Awareness / Traffic
2.User Engagement3.Product Information4.Lead to Sales5.E-Commerce6.Services7.Loyalty8.Advocacy
CRM1.Awareness / Traffic
2.User Engagement3.Product Information4.Lead to Sales5.E-Commerce6.Services7.Loyalty8.Advocacy
Describe the desired role of online marketing channels in your whole marketing mix!
..........................................................................................................
..........................................................................................................
yes no yes no yes no
yes no yes no
yes no yes no
PLEASE FIND A PICTURE, THAT
REPRESENTS YOUR PERSONA!
GENERAL INFORMATION
Family status:
Job position:
Valued yearly net income:
Place of residence:
EVERYDAY LIFE & VALUES
Please describe the daily routines of your persona!
Which values are particulary important to him / her? (e.g. time with the family, self-realization, professional success, ...)
MEDIA USE
What digital devices is he or she using?
What content does this person look for? What is he or she doing online?
WORKSHEET CONSUMER PERSONA
NAME OF CONSUMER / HEALTHCARE PROFESSIONAL PERSONA:
INTEREST IN HEALTHCARE-RELATED TOPICS
What health-related issues is this person interested in? What is he or she researching online?
Is the person familiar with the brand? If so, which contact points does he / she have with the brand?
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What is the goal this person wants to achieve on his/her journey?
WORKSHEET CONSUMER USER JOURNEY
NAME OF CONSUMER / HEALTHCARE PROFESSIONAL PERSONA:
GOAL
1
USER JOURNEY TO WEBSITE
On which digital channels does he/she get to the brand website? Discuss the steps, the person is taking to get to your website!
USER JOURNEY ON WEBSITE
What sections / website pages does the persona visit on the website? What content is he/she looking for?
Step 1:
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3
Desired Content:
Website Page:
Desired Content:
Step 2:
Desired Content:
Step 3:
Desired Content:
Step 4:
Desired Content:
Website Section:
Desired Content:
Website Section
Desired Content:
Website Section:
Desired Content:
Website Section:
Desired Content:
Website Section:
Desired Content:
What other requirements have to betaken into consideration? (e.g. market
and global specifications)
1.)
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3.)
4.)
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10.)
What contents, formats, features, functionalities do you as a BRAND MANAGER need on your website?
1.)
2.)
3.)
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What contents, formats, features, functionalities does your PERSONA expect
on the brand website?
1.)
2.)
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1 2 What specific legal market regulationsmust be considered regarding areas 1-3?
1.)
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FRONTEND / BACKEND REQUIREMENTS - WORKSHEET
What kind of CMS / organization / work-flows do you need to be able to properly
work with the new brand website?
1.)
2.)
3.)
4.)
5.)
6.)
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8.)
9.)
10.)
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