ACS-LS Presentation: Life Science Marketing Best Practices
17
2015 Annual Meeting September 10 – 11, 2015 San Mateo, California ANNUAL MEETING
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Transcript of ACS-LS Presentation: Life Science Marketing Best Practices
2015 Annual Meeting
September 10 – 11, 2015
San Mateo, California
ANNUAL MEETING
2015 Annual Meeting
An Ongoing Process of Improvement:
Using Analytics to Make Smarter Business
Decisions and Prescribe Effective Engagement
Marilyn Cox
2015 Annual Meeting
Marilyn Cox
@MarilynECox
• If I couldn’t be a Modern Marketer, I would be a professional wrestler with the WWE
2015 Annual Meeting
Tweetable Takeaway #1
Identify digital
channels that extend
your reach and identify
influencers.
Multichannel marketing
= visibility opportunity
2015 Annual Meeting
Tweetable Takeaway #2
Leverage tweetchats to
engage your audience
and grow social
presence.
Plan upfront for issues
that might conflict with
regulations
2015 Annual Meeting
Tweetable Takeaway #3
Incorporate other
digital channels into
your social media
initiatives.
If it works, run with it.
2015 Annual Meeting
Tweetable Takeaway #4
Social success it not
always about the
numbers.
Identify ways to drive
content contribution.
2015 Annual Meeting
Tweetable Takeaway #5
Consider ad buys to
build, engage, and
convert organically.
Channels beyond your
firewall are an
opportunity.
2015 Annual Meeting
Tweetable Takeaway #6
Analyze event
engagement to reduce
unnecessary events,
increase attendance to
premiere events, and
reduce spend.
2015 Annual Meeting
Tweetable Takeaway #7
Identify channels not tied to marketing or sales programs.
Include these channels to better engage and gain insight into
behaviors
2015 Annual Meeting
Tweetable Takeaway #8
Technology facilitates but content engages. Become an
information concierge and engage with helpful content .
2015 Annual Meeting
Tweetable Takeaway #9
Consider a payer
forum to provide
content important to
payers like
comparative
effectiveness and
budget impact models
2015 Annual Meeting
Tweetable Takeaway #10
Develop, document, automate governance for Privacy and
Global eMail Policy, Data and Reporting Standards & Digital
Brand Guidelines
2015 Annual Meeting
Tweetable Takeaway #12
Use the analytics captured from these communications to
justify the additional efforts and budget required to grow
relationships
2015 Annual Meeting
Tweetable Takeaway #13
Develop strong
content, unify digital
channels, and focus on
data forensics to grow
revenue, extend reach,
and empower sales
2015 Annual Meeting
2015 Annual Meeting
