Successful Marketing Strategies for San Diego CROs Marketing your - - PowerPoint PPT Presentation

Successful Marketing Strategies for San Diego CROs

Marketing your CRO for peanuts...

3/6/13 Mentus / 321 Medical Launch 1

Guy Guy Iannuz annuzzi i Ment entus us Mar arch h 7, 7, 2013 2013

Agenda

• Why CROs (you) need to market 19 slides
• How other CROs (them) are marketing

– Huge Case Study 12 slides

• Online visual vocabulary and social media

– Medium Case Study 17 slides

• Rebranding best practices

– Small Case Study 27 slides

• Website development details...
• How to market online more effectively 25 slides

– Giving it away... – What’s with Social Media?

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Why?

17 Slides

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Google Search for CROs

Contract Research Organizations – Page 1 – 10 organic listings, 11 ads

• Biocom CRO #3
• Rho Research in NC #5
• Xconomy article on SD CROs #6
• PPD #7
• Cato Research #9

– Page 2 – Synteract #10 – Page 3 – Covance #7 CROs Page 1 – BiocomCRO #2, Covance #9

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SEO

• Search Engine Optimization

– Increasing site visits via high placement in search results. – The higher the rank, greater number of visits

• Organic SEO

– Internal Content: Key words/phrases/content – Onsite Optimization

• Clean up code, add more content, add unique content
• Everything Else SEO

– Pay-Per-click – Offsite Optimization

• Anything on other websites effecting your site’s SEO
• Primarily good quality back links from big websites

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Why CROs Need to Market

• Smaller CRO providers are valuable...

– Fill specialized development needs – Larger companies can not provide profitably

• Problem: Finding the right CRO – you

– Well over 1,000 CROs, $25-30 Billion market – Fragmented industry ranging from large, international full-service to small, niche specialty companies

• Most CROs struggle to differentiate

themselves

– Personal relationships the most important – And lack deep marketing expertise or budgets

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Outsourcing is Now

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Outsourcing is Now

CROs are on the radar screen

• 388 pharmas/biotechs reported CRO clients expect a 9% increase in
• utsourced R&D budget
• CRO penetration increased 35% 2010 to 38% in 2011
• 27% of large Pharmas and 47% of smallest expect to outsource

“Looking ahead several years, while client R&D budgets will be flattish, the CRO industry market’s move to higher involvement will continue as clients replace less efficient internal functions with more efficient and cost effective external solutions.”

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CRO Market Realities

• Overcapacity, move from early research cutting preclin demand

– Preclinical CRO demand continues to be highly challenged.

• Massive global overcapacity at both outsourcers and biopharma sponsors
• Longevity of small price-aggressive players
• Continued move away from early phase investment by biopharma
• No near-term end to demand volatility and poor returns profile plaguing industry
• Traditional toxicology continues to struggle
• Discovery research positive trend within preclinical landscape

– Emerging opportunity – Biopharma increasingly open to outsourcing these high-end services. – Most promising study areas are focused around...

• biomarkers,
• computational biology,
• genomics, and other translational services.

– This emerging growth area may become a hotbed for M&A activity

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CRO Market Realities

• Late phase is a beneficiary of ‘strategic outsourcing’

– Late phase CRO services have seen far better demand

• Growing preference toward comprehensive ‘Strategic Outsourcing’
• Consolidation of vendors vs. an expansion of addressable market
• Leading to improved penetration and superior market growth
• Margins challenged by upfront investments of “strategic”

deals

– Risk increased by youth of relationships

• Unfavorable terms of initial contracts limiting near-term profitability.
• Growing pains for CROs similar to consulting industry in

infancy.

– Consulting industry is best example

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Marketing CROs is Challenging

• Customer base made of few, high-value customers
• Managing relationships vitally important
• Services more ambiguous than tangible products
• Increases uncertainty
• Purchasing decision difficult for scientist-customer
• CROs must project knowledge and expertise
• Make researchers comfortable entrusting them
• Uncertainty requires experiential marketing methods
• Potential to drive demand for those that execute it properly.
• Content marketing is therefore highly valuable
• The web is ideal for content marketing

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Standing Out...

• CRO marketing must build value

– Guide researchers in their purchasing decision

• You must...

– Build your brand – Position your services within a crowded marketplace – Draw customers with high-impact marketing techniques

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Your Challenge

• Can you be trusted?

– Do you know what you’re doing? – Have you enough experience? – Can you be relied on...

...pick the right pain point

• Create the best answer
• Get your prospect(s) to know it

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Marketing Genuinely

• Projecting Value

– Provide value at the beginning of any interaction – Value projected through useful content

• Compelling content builds your brand
• Establishes thought leadership
• Makes customers come back when they’re ready to engage
• Agency’s role...

– To create, manage content engaging your audience

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Marketing is not the art

• f finding clever ways

to dispose of what you make. It is the art of creating genuine customer value.!! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!"!#$%&%'!()*&+,!

#,)-+..),/!01*+,123)12&!42,5+316/!(+&&)66!78$))&!)-!42126+9+1*!2*!:),*$;+.*+,1! 42,5+316!42126+9+1*!<!;),&=>.!9).*!;%=+&?!@.+=!6,2=@2*+!*+A*B))5!%1!92,5+316!

Content Marketing

What is Content Marketing?

• Creating and sharing content to promote a

product or service

• The focus may not be about your company...

– Include mix of problem-specific information and thought leadership – Become (look like) the best resource to solve your prospect’s problem

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Content Marketing Principles

• Risk Mitigation

– Content marketing develops trust

• Provides buyer information to help them make the right decision
• Reduces both organizational and personal risk
• Lead Generation

– Content is used to drive traffic to your website – Captures leads through forms

• Lead Nurturing

– Content must educate and inform as a lead develops.

• Lead Scoring

– Should be tied to prospect’s interaction on website and through nurturing campaigns

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Your mos most po power erful ul sales ales & mar market eting ing tool

• ol
• A good website is critical in your sales process
• It can help you:

– Generate leads – Nurture existing leads and move them closer to purchase – Deliver information about your products & services in a compelling way – Process orders, cross- and up-sell, and run special promotions – Communicate with existing customers and distribution channels – Generate publicity

• It is an interactive brochure

– Speaking with different groups – Converts visitors into prospects and prospects into customers – An extension of your brand and an example of the quality of work you do

• Must effectively communicate and support your brand
• Wrap your site with richer content and marketing functionality

– Access broad and potentially lucrative marketing capabilities

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Branding Strategy Roadmap

• Create a Marketing Plan

– Establish Objectives for a Marketing Plan – Evaluate Market Environment and Brand Differentiators

• Evaluate CRO Image/brand
• Implement Branding Program

– Develop an Effective Positioning – Develop/evolve an Effective Identity

• Implement Sales and Marketing Program

– Develop an Effective Online Presence – Develop Effective Sales Collateral – Develop an Effective Presentation Outreach Program – Consider a Social Media /PR Initiative

• Monitor the Marketing ROI

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Online Marketing Process

!"#$"%& '(%)%"*%&

Competitive Positioning Marketing Campaigns Brand Strategy Marketing Plan&Budget Email Marketing Online Advertising Search Marketing Social Media Websites Corporate Identity Messaging Sales Literature & Tools

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Simplify

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Res espons ponse Cur urrent ent Goal A Goal B Advertising 16 % 0% eliminate 15% no change Direct mail 0.0 % 0% no change 0% no change Special events 7.5 % 7.5% no change 7.5% no change Publicity 7.5 % 7.5% no change 7.5% no change Brochure 7.5 % 7.5% no change 0% eliminate Newsletter 7.5 % 7.5% no change 0% eliminate Web site 24 % 40% increase 40% increase Networking 30 % 30% no change 30% no change +,-./#%&01&.-2$"3&-&4(-5$60"-#&.-(2%6"3&/(03(-.&.0(%&7%89*%"4($*:& ;0-#&<&(%.0=%)&4>%&!"#$%&'()*?&;0-#&@&(%.0=%)&4>%&+%(),$"-.!,$%(!/':&

How

Other CRO/CMOs are Doing It 16 Slides

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Case Studies in Success

• Electronic Contract Manufacturing

– Sanmina – Engineering and fabricating electronic components and complete end-to-end supply chain solutions to Original Equipment Manufacturers (OEMs)

• Pharmaceutical Contract Manufacturing

– HollisterStier Laboratories – Immunotherapy and contract manufacturing

• Pharmaceutical Contract Manufacturing

– Senn Chemicals – Early development to commercial API manufacture

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Sanmina

What We Make, Makes a Difference 12 Slides

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Case Study #1

• Electronic manufacturing services (EMS) Industry

– Electronic Contract Manufacturing (ECM) – Design, test, manufacture, distribute, and repair for electronic components for original equipment manufacturers (OEMs). – SCI (then Space Craft Inc.; now Sanmina) was the first major EMS company in North America.

• Range of sizes

– Tier 1: >$800m/1Billion

• Foxconn/HonHai (about $50B) (of the famed iPod city scandal),

Flextronics (about $35B), Jabil, Benchmark Electronics, and Sanmina-SCI (about $10B)

– Tier 2: $250/300m to $1B – Tier 3: <$250m

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Sanmina History

SanminaSCI

• SCI was founded in a basement in Huntsville, AL in

1961 growing into a billion-dollar business by constructing aerospace components.

• The Sanmina company was founded by Jure Sola in

1980, as a printed circuit manufacturer.

• In December 2001, Sanmina merged with SCI for $6

billion.

• San Jose, CA company has 41,000 employees in
• ver 20 countries, and 2012 revenues of over $6

billion, #366 on Fortune 500 list.

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• Mentus has produced both investor and online

communications for the last decade

• Sanmina needed to refresh its brand and online

persona

• Needed to incorporate a content marketing

program online

Sanmina-SCI Branding Visual Vocabulary

26

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Branding Visual Vocabulary

27

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Sanmina

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Trade Exhibit

29

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Corporate Website Concepts

30

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Final Corporate Website

31

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Viking Division Website Concepts

32

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Medical Device Website

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Social Media Program

LinkedIn Campaign

• Sanmina's medical division is investing in LinkedIn's

display ad units to promote brand awareness around Sanmina's medical manufacturing capabilities.

• Industry:

Medical Devices, BioTech

• Function:

Operations, Engineering, Prod. Dev., Research Engineer, Management

• Seniority:

Director level and above (Director, VP, SVP, EVP, COO, CTO, CIO

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HollisterStier

At Your Service 17 Slides

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Case Study #2

HollisterStier

• Contract manufacturer

– high quality sterile injectables for the global pharmaceutical and biopharmaceutical market

• Product Value:

– Multidisciplinary teams – Custom solutions from development through commercialization

• Committed to meeting customer expectations

– From quality manufacturing to regulatory support

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Moving to the Next Level

• Needed to redefine and reinvigorate their brand
• HollisterStier was moving from a tier three to tier

two contract manufacturer

– Expansion program underway – Pursuing larger pharma players and bigger contracts

• Company at a ‘positioning crossroads’

– Management team divided on positioning – “Would it really move the needle for the company?”

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Opportunity

• Mentus conducted research to determine

– What customers most valued in a CMO – What they believed about HollisterStier – How HollisterStier compared to the competition

• Highest rating...?

– HollisterStier’s commitment to quality and dedication to customer service and delivering as promised

• Instead of price, speed and technology(!)

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Manufacturing Positioning Statement

• HollisterStier Contract Manufacturing is a

customer-centric group of professionals dedicated to the manufacture of high quality sterile injectables for the global pharmaceutical and biopharmaceutical markets.

• Our multidisciplinary teams provide custom

solutions to customer specific project goals from development through commercialization.

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Allergy Positioning Statement

• HollisterStier Laboratories is a customer-

centric group of professionals dedicated to consistently delivering the highest quality allergy products, customer service and manufacturing

• perations for the global allergy market.
• Our customer relationships are built on mutual

respect, trust and the shared desire to provide the best possible care to the patient.

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Messaging

The HollisterStier team is dedicated to exceeding customer expectations. The company is committed to providing the quality that you expect and the service that you deserve.

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Program Implementation

• Visual vocabulary leveraged HollisterStier’s

customer-centric business model

• Creative platform made an immediate read and

emotional connection with the positioning

• A communications plan rolled out the positioning
• Plan included trade shows

advertising and editorial calendar opportunities

Tagline “At Your Service”

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Corporate Brochure

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Advertising Platform

At Your Service

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Trade Show Booth

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Sales Aids/Ads

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Project / Sales Binder

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Allergy Division

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Results:

• HollisterStier launched new brand at BIO 2006

– Supported introduction with trade advertising and direct mail

• Company secured 4X qualified leads

– and a 45% increase in sales

• Acquired by Jubilant Organosys

– June of 2007.

• Jubilant supports these marketing initiatives

– Which are revolutionizing the Allergy industry

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Senn Chemicals

Chemistry: Targeting Your Success 27 Slides

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Case Study #3

Senn Chemicals

• Research based, Swiss custom contract

manufacturer founded in 1963

• Development, scale-up and large scale custom

manufacturing of peptides, peptidomimetics and complex organic molecules

• 45 year track record of production expertise,

employing 100 motivated and qualified people worldwide

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Moving to the Next Level

• Needed to redefine and reinvigorate their brand
• Needed to make online presence more professional

– Pursuing larger pharma players and bigger contracts – More competitive environment, especially in U.S.

• Company at a “marketing crossroads”
• Needed to be seen as technology and service

leader

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Old Website

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Program Implementation

• A new brand positioning was developed
• Creative platform made an immediate read and

emotional connection with the positioning

• A communications plan rolled out the positioning
• Plan included New website

Trade shows Advertising

Tagline

“Chemistry: Targeting Your Success”

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Brand and Website Concepts

• Our pursuit of excellence
• The Swiss connection
• Taking it personally
• Where every step counts
• Focus on the target

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Brand Design

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Website SiteMap

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Senn Website

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Trade Exhibit

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How

You Should Do It

(Hint: Start with your website...)

24 Slides

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Your mos most po power erful ul sales ales & mar market eting ing tool

• ol
• A good website is critical in your sales process
• It can help you:

– Generate leads – Nurture existing leads and move them closer to purchase – Deliver information about your products & services in a compelling way – Process orders, cross- and up-sell, and run special promotions – Communicate with existing customers and distribution channels – Generate publicity

• It is an interactive brochure

– Speaking with different groups – Converts visitors into prospects and prospects into customers – An extension of your brand and an example of the quality of work you do

• Must effectively communicate and support your brand
• Wrap your site with richer content and marketing functionality

– Access broad and potentially lucrative marketing capabilities

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87% of customers said their

• nline interaction with the

company “positively impacted” their likelihood of purchase from that company

Twitter Study

Medical Marketing Paradigm

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Your Website

Marketing

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Marketing Leads

Social Media Marketing Email Marketing Organic SEO Analytics Conversion Optimization PayPerClick Adwords Content Marketing Offline Marketing Offline Marketing

Increasing engagement and interactivity

(Getting visitors to stick around)

Research shows...

• The longer someone stays on your site, the more

likely they are to do something on it.

– They're more likely to ask a question, subscribe to your newsletter, or email you...

• Draw and keep visitors

– by giving them a reason to come and explore your site

• Make your site more interesting

– Inform and entertain your visitors. – A good place to hang out – “stickier” – A sense of community helps bring people back.

• Besides content(!), engagement devices can help.

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Engagement Devices

• Using Images
• Videos
• Online Help
• Online Forum
• News Column
• Newsletter
• Search Engine Tool
• Entertainment
• Opinion Poll or Survey
• Syndicated Content
• Excerpts
• Free Downloads
• Blogs
• Social Media
• LinkedIn
• Facebook
• Twitter
• YouTube

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Make your site more interesting

• Pictures of people improves responsiveness over

53%

• Using video can deliver a fuller experience for

visitors.

– A third of the total time spent online is with video. – Featuring video increases responsiveness by 49.5%.

• Data-entry fields improves responsiveness over 52%
• Dynamic changing XML text improves over 49%
• Greater interactivity improves over 48%
• Multiple links improves over 38%

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Video Best Practices

• Keep videos short (30 seconds to 3 minutes).

– Web users have short attention span. – Cut your video down into "bite size" pieces

• Consider a short “teaser video”

– Tells what's in store if they visit site to "view our full length video”

• Videos need to be interesting, and humor can help

– Create interest with key points viewer wants to know more about – Create a series of different short videos to cover different things – Use lowest bandwidth

• Allows viewers to view on broadest range of devices
• The more options you provide, the wider your audience
• Consider your SEO tactics via YouTube

– Hosting video on your website supercharges your results

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Syndicated Content

Repurposed Content

• Easy for websites to offer fresh, up-to-date information

– Takes hardly any effort

• Many online sources enable re-posting of their content

– Reports, articles, reports, or tips, etc. – In return for this content, you include the author’s info

• A few good sources can help beef up your newsletter for a long time
• Examples of online syndicated content:

– Daily self-empowering message – Brain teasers, "On This Day In History" events, wine content, top software downloads – 75 different self-updating news channels

• Sports, environmental, travel and family/parenting, career and employment, pets, world

news, health, religion, and science

– Personal daily horoscope(!) – Quote of the day – Latest entertainment news – NASA Photo of the Day

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Opinion Poll or Survey

Online Surveys

• Opinion polls create interest, add interactivity

– Great as a survey tool – Very effective if news is important in your industry

• Important to update surveys regularly

– Post the results of previous opinion polls

• Polls provide visitors’ opinions

– Best way to find out what you want, but were afraid to ask

• Many online survey tools available

– 99polls provides customized surveys and polls – 80% of Fortune 100 currently using SurveyMonkey

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Other Engagement Devices

• Live Person Engagement

– Getting help with real "live" person builds engagement

• An online forum or questions submission section

– Powerful mechanism for marketing a sense of community

• A news column makes your site more interactive
• Provide quality information through a newsletter

– Builds credibility, trust, and brand awareness

• Excerpts of large documents/videos increases

interactivity

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Excerpts

Parts of Larger Documents

• Excerpts of large documents or videos increases

interactivity

– Simply provide a download of part of your document

• Enables capture of prospects’ email addresses(!)

– Reveals subject interest

• Excerpt download gives visitors opportunity to

“sample”

– Just like in a bookstore – Online equivalent of having a good browse

• Really useful with extensive video or audio material

– Use your best "sound bite" as your excerpt teaser

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Free Downloads

Viral Marketing Content, Software, eBooks, Templates

• "Give and you shall receive!"

– Giving something away increases your “market reach” – Ask visitors to pass on to their friends, clients, and others

• Create out of existing materials with minimal effort

– This can both entertain and inform people

• If powerful enough, it will spontaneously go viral

– Simply because it has such an effective message – Can incorporate humor, human interest, candor, or anything that appeal to the human psyche

• Keep it relevant to your audience, industry and

brand

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New Media

• Blogs

– User-generated website with entries in journal style – Displayed in a reverse chronological order – Video blog includes video

• RSS

– web feed formats used to publish frequently updated digital content, such as blogs, news feeds or podcast

• Social networks/Social Media

– Facebook – LinkedIn – YouTube – Twitter

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Twitter

• 31% of users follow a brand
• Over 7,800,000 brand recommendations per month

YouTube

• It is the most powerful on-demand communication

platform in existence (OPA study)

• It has the potential to be viral
• It’s high impact

Facebook

1 billion

LinkedIn

• 200 million members in over 200 countries.
• Executives from all Fortune 500 companies members.
• Purely professional social media forum

– Makes it integral to any social media plan

WALK

Slowly establish digital presence

RUN

Build relationships Make friends

FLY

Engage with the community Company wide media audit Blog monitoring & benchmarking for corporate brand conversations Establishment of a global New Media Task Force RSS Feeds Key Opinion Leaders (KOL) and Patient Videos Identification of Influential Bloggers and Key Contacts Vetting of concerns with legal, regulatory, commercial and other key internal functions Take part in social media conference and events Engage on other companies’ social media platforms that align with your interests and issues Be honest, transparent, talk about things people are interested in, offer guidance and help where appropriate Corporate Blog Corporate Facebook page Twitter sites YouTube presence Collaboration Site

CRAWL

Understand stakeholder insights

Social Media Rules

• Immediac

mmediacy

• It’s a con

conver ersation ion, not a campaign

• Must be based on cor

core e bus busines iness goals goals

• Must scale

cale across the organization

• Aut

uthent hentic ic consumer input

YouTube Examples

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LinkedIn Examples

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Twitter Examples

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Facebook

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Blogs

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Take Aways

• Select the right channel to reach your target
• Conversion and take-up is the focus
• Research “best practices”
• Just because the technology is there, doesn’t mean it is

the right tool for your audience

• Limited budget: choose one or two technologies that...

– Support your CRO business goals – Support your message(s) – Measurable for effectiveness

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?!

Successful Marketing Strategies for San Diego CROs

Marketing your CRO for peanuts...

3/6/13 108 Mentus / 321 Medical Launch

Guy Guy Iannuz annuzzi i Ment entus us Mar arch h 7, 7, 2013 2013