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eMarketing Interactive Workshop
March 16th-17th Philadelphia, PA
Bob Gear Insight Interactive Group P: 215-636-9500 bgear@insightinteractive.com R.J. Lewis e-Healthcare Solutions P: (609) 882-8887 ext. 1 rlewis@e-healthcaresolutions.com
1

Introduction

2

Interactive Workshop “Rules”
80/20 Rule is in effect We are facilitators We want to learn from you This is an open forum…bring onquestions, comments and shared experiences Please introduce yourself the first time you participate If you haven’t had your coffee… go get it

3

Agenda
Introductions What is eMarketing? Survey – “The Current State of eMarketing Pharmaceuticals” eMarketing Strategy eMarketing Tactics Perceptual Mapping Exercise - Consumer Advertising Impact Matrix eMail eMarketing Trends & Data Case Study –Unbranded to Branded Conversion Review Survey Results eMarketing Plan Exercise

4

What is eMarketing?

5

eMarketing
Definition

6

E-Marketing Definition
"Achieving marketing objectives through use of electronic communications technology."

7

“Customer Centric” e-Marketing
Applying…
Digital technologies which form online channels… (Web, e-mail, databases, plusmobile/wireless & digital TV)

to…
Contribute to marketing activities aimed at achieving profitable acquisition and retention of customers (within a multi-channel buying process and customer lifecycle)

through…
Improving our customer knowledge (of their profiles, behavior, value and loyalty drivers), then delivering integrated targeted communications and online services that match their individualneeds.
Source: Dave Chaffey, Marketing Insights Limited http://www.davechaffey.com
8

Survey
The Current State of eMarketing Pharmaceuticals

9

Compared to 2004, has your online advertising budget for 2005 increased, decreased, or stayed the same?
A. B. C.

Increased Decreased Stayed the Same
10

If your online advertising budget increased, by what percentage did your 2005 budgetincrease?
A. B. C. D. E.

1% to 5% 6% to 10% 11% to 20% 20% to 30% 31% and above

11

Overall, how satisfied are you with your online marketing and advertising performance?
A. B. C. D. E.

Very not satisfied Not satisfied Indifferent Satisfied Very satisfied

12

Do you calculate a return on investment (ROI) for your online marketing activities?
A. B.

Yes No

13

Pleaserate your satisfaction level with the following forms of Marketing
Satisfaction (1 – 5)
1 = Very Unsatisfied – 5= Very satisfied

Online Banner Advertising Rich Media Advertising Search Engine Optimization Search Pay Per Click Email Newsletters E-Detailing

14

Which of the following types of emarketing do you plan on using in 2005?
A. B. C. D. E. F.

Online Banner Advertising SearchEngine Optimization Search Pay Per Click Email Newsletters None Other (please specify)
15

Which of the following types of emarketing do you plan on dedicating most of your budget to in 2005?
A. B. C. D. E. F.

Online Banner Advertising Search Engine Optimization Search Pay Per Click Email Newsletters None Other (please specify)
16

Do you have an unbranded web site for your product(s)?A. B.

Yes No

17

Have you ever tried behavioral targeting, the process of targeting a consumer based solely on his or her past web surfing behavior?
A. B.

Yes No

18

Rate the level of challenge you face in implementing the emarketing programs that you want?
Satisfaction (1 – 5)
1 = Not Very Challenging – 5= Very Challenging

Senior Management Buy-In Regulatory Concerns Lackof Understanding of the Value by Others Tactical Priorities Reach

19

If regulations weren’t a factor, what is the most you would pay a target doctor for an e-detail?

20

Think of a keyword that would be very valuable to driving traffic to your Web site, as well as your past experience and results. What is the most you would be willing to spend per click for your best performing...
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