NovartisDigital marketingWorkshop #3The pain story

February14, 2013

Agenda

Discorvery Phase & beyond

A closer look at the “pain” space

Closer look at the target audience

Potential content partners in the pain space

Potential Touch points

MOTs

Discovery Phase 1 – How can we win the association with Pain online - February

• Detailed analysis of current pain category content & potential touch points• Is the current online content of good quality, relevant and valuable?• How can we implement content curation , what are the challenges, what are our resources, outside

resources, content domains?• Do we need our own content or we will rely only on third party content? • What content does Novartis already have across Europe (or elsewhere) that Wunderman can re-

use/localize? • How will we make sure that we keep up with continuous consumer demand for better content? • How can we engage with consumers at a deeper level rather than sharing information only?• How can we associate the content with Voltaren (or Novartis); or do we need to make the

association at this phase? Theme, design, emotion?• Google strategy • Keyword strategy • Partnering with platform: linking strategy / content partnering etc / on site search strategy• Define KPIs

Discovery Phase 2 –Getting to know our prime prospect at a deeper level- March

• Market research results : brand funnel & prime prospect understanding (mid March)• Sharing of results/distilling insights to be used for the strategy

Discovery

Briefing Phase – end of March

• Novartis to provide detailed briefing• KPIs

Strategic Approach Development Phase – mid April – The Voltaren Unbranded Activation Plan

• Wunderman to develop a strategic approach for Voltaren Unbranded Activation• What will our creative hook be? • The big idea? Umbrella concept? Cues?

• What will our Touch point strategy be? • Can we think of any unconventional touch points? • How can we create a seamless consumer journey starting online and ending at the

pharmacy with Voltaren Purchase? • Deeper Content strategy and curation 

Creative Proposal Finalization– mid – late April

• Once the strategic approach has been approved a creative proposal will be developed

Strategic Development

Time Plan

Discovery Phase 1 - February•Detailed analysis of current pain category content & potential touch points

•Deliverable: Initial thoughts on how we can own the pain category

Discovery Phase 2 – March•Market research results : brand funnel & prime prospect understanding (mid March)

•Sharing of results/distilling insights to be used for the strategy

Briefing Phase – end of March•Novartis to provide detailed briefing

•KPIs

Strategic Approach – mid April•Wunderman to develop a strategic approach

Final Proposal Phase – mid – late April •Once the strategic approach has been approved a proposal will be developed

Content is kingContent is key, but what’s already out there in the Turkish digital landscape?

The Turkish pain category “content” landscape – What’s out there? Several websites that talk about back pain, but no single one that is actually

owning that space

– TV channel health sites

– Personal Doctor sites Uzman TV is the site that has by far the most content re. back/body pain No Facebook support groups A couple Foundation sites Old entries into forums with high traffic (copy paste style content, nothing

fresh & unique) Sites that serve all kinds of copy/paste health content to create SEO revenue Health content within women’s sites(kadinlaricin.net, pudra.com gibi) Health news in online newspaper with high page rank such as milliyet,

sabah, haberturk, cnnturk Doctor & hospital sites, subpages Sites that collect and serve doctor & hospital data - hastane.com.tr,

doktorsitesi.com.tr

The Turkish pain category “content” landscape – What’s out there?

Vikipedi Sites that provide info on medicines ilacpedia.com ilactr.com When searching for pain killers, adverse effects and negative content is

pretty high in number (ağrı kesici içti öldü gibi negatif içerkler) Health is one of the most popular areas in women’s sites There seems to be no specific pain related area, content within these women

sites Herniated disc and rheumatism related pain also comes up frequently  Sites of TV health programs and TV show video sites can also be interesting

areas to explore (pre-roll ) News sites (cnnturk) – health news? Relevant University sites - may also help with SEO. (including gov.tr uni sites)

http://www.uzmantv.com/arama?q=s%C4%B1rt+a%C4%9Fr%C4%B1s%C4%B1

http://saglik.kanald.com.tr/arama/boyun-agrisi

15

http://www.omurga.org/

Other initiatives

http://www.adimadim.org/

http://adimadimkosu.blogspot.com/

Facts & FiguresA closer look at google, search, etc.

Keywords

Head ache is the winner

Back pain comes next, followed by neck pain

There’s a seasonality in aches – summer people are happier! (Nov-March pain is increased, then there’s a decreasing trend starting in April)

Search trends

Search trends

Search Trends

Uzman TV traffic

Key words

Adwords ads

Search Results – Lower back & neck pain

Search Results: Back & joint pain

Search results: Muscle pain

Health & women sites - 1

Health & women sites - 2

Health & women sites - 3

Source: Ipsos KMG - Gemius SA: Internet Audience Measurement, 2012-12 (12+ inland audience).

From around the Novartis NetworkHow does Voltaren’s brand purpose & equity manifest themselves in the digital space?

What does already exist in terms of content that could be utilized or used as inspiration in the Turkish market?

Voltaren: The body pain specialist

Voltaren: The Joy of Movement

Content checklist

How shouldVoltaren behave online?

How to structure our content

Good themes to follow:• Pain information, reports, and news

• Product information and applications

• Pain-free living info & recommendations

• Joy of movement

• Seasonality

• Comeback stories & testimonials

• Campaign-related

• Relevant Brand/Company news

• Expert perspective

• Commission content from category experts

• Partnerships with organisations/association for joint content development

Tap into seasonal activities and need states to keep the content and recommendations relevant

Content: What’s out there? – Novartis global

Pain Type’ Content

Rich media content to help consumers understand and identify with the different types of pain and what is actually happening to their body e.g. body part illustrations or video showcasing Voltaren’s active ingredients.

Exercise Guide & Pain Management Building on the current content, the exercise guide would be based on pain

types show the most relevant exercises (e.g. 3 back exercises in 3 min). Tips, tools, and content on about pain management to equip customers and prospects with knowledge.

Self-Diagnosis Tool An interactive questionnaire that creates an output including treatment,

exercises, recommended activities, and product info. Possible CTAs include: print or download the results to take to their local store or pharmacy.

Testimonials A global selection of testimonials used to influence prospective consumers

with Voltaren & pain management success stories.

Content: What’s out there? – Novartis global‘Pain Type’ Content eCommerce Links Help visitors find ecommerce vendors that sell Voltaren. Include a list of

stores, driving users through to specific ecommerce brand pages. Store Finder Tool to help consumers find local Voltaren vendors. By entering city

name/postal code info, a list of store options are presented on a map with contact details for each location.

Promotions Allow consumers to access and print coupons. Promotions can be linked to

paid media campaigns or used as a tactic to collect customer information and provide an incentive for newsletter sign up.

Application Content Rich media to help consumers understand how to correctly apply their

Voltaren product. Adherence Tool An adherence tool that combines application reminders, exercises, and

healing progress information (e.g. possible extensions include video and mobile app). The adherence tool would be customised to serve content based on information that users provide about their pain profile.

What content exists in Voltaren website

Voltaren Germany

In terms of content we could re-use some of the existing content in Voltaren Germany’s “coach program)

Personalized exercise content

Personalized Exercise programs

Voltarol.co.uk: The Joy of Movement

Voltarol.co.uk: The Joy of Movement

Behaviorial/lifestyle specific targeting

1) Mom with kids2) Office people3) Slightly overweight3) Stressed4) Physically demanding job

Voltarol.co.uk: The Joy of Movement

Voltaren Australia

What are competitors up to?

Competitive ReviewGermany UK France

Competitor

ThermaCare Dolormin Ratiopharm Deep Heat NurofenThermaCare Synthol

PaidOnline AdsSEM

• Online Ads: TBD

• SEM: Ads for brand & non-brand keywords

• Online Ads: TBD• SEM: Ads for

brand & non-brand keywords

• Online Ads: TBD

• SEM: Ads for brand & non-brand keywords

• Online Ads: TBD

• SEM: none

• Online Ads: TBD

• SEM: none

• Online Ads: TBD• SEM: none

Online Ads: TBDSEM: Ads for brand & non-brand keywords

OwnedWebsiteSEOVideoMobile

• Website: extensive product, pain, relief and HCP content

• SEO: optimised for brand & non-brand keywords

• Video: 19 pain/tips

• Mobile: none

• Website: Pain and treatment content. Extensive product information

• SEO: optimised for brand & non-brand keywords

• Video: TV ads only

• Mobile: none

• Website: Extensive pain content, poor & confusing UX

• SEO: focused on pain head terms

• Video: none• Mobile: back

pain app

• Website: Direct online sales, limited prevention content

• SEO: poor search representation

• Video: none• Mobile: none

• Website: product info, links to e-retailers, prize contest

• SEO: poor search representation

• Video: TV ads only

• Mobile: Pain Advisor App

• Website: back experts website with expert articles, community integration, online purchase, and testimonials

• Video: 29 tips and testimonial videos

• Mobile: none

• Website: Poor website experience with product info

• SEO: poor search representation

• Video: TVC only• Mobile: none

EarnedFacebookYouTubeTwitter

• Facebook: 11k Fans, launched Jan 2012 Regular updates

• YouTube: 19 videos, very poor views

• Twitter: none

• Facebook: 25K fans, poor content strategy

• YouTube: none• Twitter: none

• Facebook: none• YouTube: none• Twitter: none

• Facebook: 2500 fans, not active

• YouTube: none

• Twitter: none

• Facebook: 32K fans, low engagement

• YouTube: none• Twitter: none

• Facebook: 25K fans, low engagement

• YouTube: 29 tips and testimonial videos

• Twitter: 147 followers

Facebook: noneYouTube: noneTwitter: none

Opportunity How to win

Strongest DE competitor. Poor awareness to drive engagement. Beat via strong search presence and website content that facilitates consideration through to purchase.

On par with current Voltaren presence – save SEM. Beat via strong search presence and website to assist in consideration.

On par with current Voltaren presence – save SEM. Beat via strong search presence and brand engagement through website.

Above current Voltarol presence. Beat through strong presence on search and website that facilitates consideration through to sale.

Above current Voltarol presence. Beat through strong presence on search and website that facilitates consideration through to sale.

Strongest UK competitor. Poor awareness to drive engagement. Beat via strong search presence and website content that facilitates consideration through to purchase.

Beat via strong search presence and website to assist in consideration through to sales.

Thermacare

About Back

Experts

Featuring

articles and

advice from a

dedicated

team of

health care

professionals,

backexperts.c

o.uk is here to

help you

manage and

avoid

suffering back

pain

throughout

the year.

hermacare – Tips & Advice

Thermacare

To sum up:Voltaren’sConsumer Journey & tactics

Voltaren’s Consumer journey- tacticsREACH & ATTRACT• Local Website• Search Engine Optimisation• Search Advertising

• Simple Banner Advertising• Search Engine Optimisation• Search Advertising• Facebook Advertising• Health Site Sponsorships

• Advanced Banner Advertising• Digital OOH Advertising• Digital Ambient Advertising• Pre-Roll Video Advertising• Brand Partnerships• Site Partnerships• App Partnerships• Mobile Advertising

EDUCATE & SUPPORT• Website content

• Pain information

• Product information

• Product usage/FAQ information

• Treatment & exercise information

• Targeted search engine optimisation

• Online PR• Health sponsored

editorial content• Rich media content

(e.g. videos)• Health expert

content• Rich website content

• Product comparison tools

• Treatment & exercise content

• Community outreach• Blogger outreach• Mobile apps• Product reviews &

ratings• Self diagnostic test• Customer testimonial

content• Interactive

media/content experiences

SELL• Website content

• CTAs on content pages• Where to buy (listings)

• Search engine marketing (SEM)

• Store/Pharmacy locator• Links to eCommerce (3rd party stores)• eCoupon/discounts• Promotions and competitions

• eCommerce (own site)• Advanced SEM (keyword + location

targeting)• POS digital content• Loyalty/reward scheme

CONNECT & EMPOWER• Website content

• Pain management information• Product usage information

• Email CRM programme• Lifestyle content – active/health• Website comments/feedback• Contests• Movement/wellness programme• Brand community hub• User generated content (e.g.

testimonials)• Support for offline events

Heal: Tactical recommendationsDigital Activities

Development

Tactics Description Primary KPIs

1. Educate & Support

Basic

1. Product information Website pages with information on each of the available Voltaren productsPage views, time on page, page shares

2. Pain informationWebsite content on different types of pain and how Voltaren can help to provide relief and cure

Page views, time on page, page shares

3. Website sharing buttons

Simple sharing functionality across all content to make it easy for visitors to share content

Shares, new visitors

4. Product FAQs Explain all relevant information about product usage, application and health concernsPage views, time on page, page shares

Developed

5. Sponsored health editorial

Content to explain the benefits of Voltaren products Impressions, site visits from content

6. Rich media content Rich media content to help explain pain and product information Page views, video completes, shares

7. Product comparison tool

Showcases the differences between different Voltaren productsPage views, interactions, click thru rate

8. Expert editorial content

Content from experts (physicians, physio-therapists) that explains the benefits of Voltaren

Page views, shares

Advanced

9. Aggregate Reviews & Ratings

Showcase 3rd party reviews of products on website to increase purchase consideration # of reviews, rating sentiment

10. Self Diagnosis ToolInteractive tool to assist in understanding different types of pain and the best product/exercises

Page views, tool completes, shares

2. Reach & Attract

Basic1. Local Website Online hub for brand and product info

Visits, Bounce Rate, Page Views, Avg. Time

2. SEO Overall website optimisation for search, including popular Heal related queriesPage/position 1 rankings, visits from search

Developed

3. SEM Pay-per-click search advertising to promote Heal related productsImpressions, Click thru rate, Cost per click,

4. Site SponsorshipSponsorship on a relevant/targeted sites to reach new consumers and drive traffic to website/campaign

Impressions, Visits from partner sites

5. Simple Banner AdsSimple product banners that bring to life the connection idea and drive traffic to website/campaign

Impressions, Click thru rate, Cost per click

6. Influencer OutreachTarget influential consumers, bloggers, and professionals to promote the product & campaign activity

# of online mentions, visits from influencers

Advanced7. Rich Media Banners

Rich media, interactive and takeover banners that bring to life the Heal connection idea

Impressions, Click thru rate, Cost per click

8. Pre-Roll AdvertisingLeverage Heal visual assets to advertise through video on demand networks (e.g. YouTube)

Ad completes, click thru rate, cost per click

3. Sell

Basic

1. Website Purchase CTA

Include call-to-action buttons on website pages that drive visitors further down to purchase path

CTA clicks, website goal completions

2. Store/Pharmacy Listing

List and provide addresses for all the stores/pharmacies in the market that carry Voltaren products

Page visits, listing clicks

3. Links to 3rd Party e-Stores

List the primary retailers in the market that sell Voltaren through an e-commerce site Click thru rates, Online sales

Developed

4. Store/Pharmacy Finder

Provide searching function, including a map that showcases all sales points for Voltaren products

Page visits, finder interactions

5. Promotion/Coupon Provide a price discount online that consumers can redeem in storeCoupon downloads, coupon redemptions

3. Connect & Empower

Basic 1. Heal exercise contentInformation and media that showcases relevant exercises for Speed based injuries (e.g. sprains/strains)

Page views, content completes, shares

Developed

2. Website comments/feedback

Allow site visitors to comment and provide feedback on website content Comments, Sentiment

3. Contest Campaigns Speed campaign based on a relevant content incentive to attract new consumers Page views, applicants, shares

4. Email ProgrammeeCRM programme to maintain 1 on 1 communication with core consumers and update them with content

Subscriptions, open rate, click rates

Advanced

5. Pain Management Programme

Interactive programme to help customers fully recover and remain pain free through personalised content/exercise

Sign ups, Downloads, Repeat usage

6. Testimonial Content Video content of customers sharing success stories and usage recommendations Video views, shares, comments

7. User Generated Campaigns

Speed campaign that rewards and incentivises consumers for sharing their own content with the brand

Page views, uploaded content, shares

BASIC DEVELOPED

ADVANCED

Tactics:

...and now on to our brain storming session!

57

Quick Recap

There’s not much existing good quality digital content that we can curate

– Lots of copy/pasted content, the origin of which is not clear

– Content is very outdated, engagements are low (only Peer-to-peer

engagement)

No ownership of the Pain category – which is an opportunity

Uzman TV might be interesting to consider

Smart, Moment of Truth based targeting will be key

Global guidance in terms of how to position Voltaren is clear. Once the Turkish

prime prospect is understood at a deeper level, we will be able to come up with

a strategy that is aligned to Voltaren’a global positioning and locally relevant.

...and we can’t evenmention Voltaren!

Let’s remember

Big ideas are always simple

ideas

• We will need to come up with an umbrella idea (connection idea) – something distinctive, inspiring – touching mind & heart

• World of possibilities

• Get the most out of everyday moments

• Celebrate everyday

Cues connect the dots

• We need to identify cues – that are consistently carried from digital to offline – someting lvery simple ike Köşeli Pastil

It’s all about having a good story to tell

• We need to tell a complete consumer story - think of smart (ideally measurable) ways where we tie the digital to offline

Moments of Turths are key

• Explore touch points & Moments of Truths

Some thoughts to kick start the brainstorming Ağrı kategorisini sahiplenecek bir mikro site:

– Bunun içinde de öncelikle AĞRI tanımlamasını yapıyoruz.

– Ağrı nedir, nasıldır, çeşitleri

– Sonra kategorilere ayırıp açıklıyoruz.

– Ev yaşamı (ev kadınları, anneler)

– Yaşlılar

– Gençler (masa başında ders çalışan vs)

– Çalışanlar (masa başı, aşırı aktif..vb)

– Hayatın içinden sebepler (uzun yolculuk, cereyan, terleme-soğuma...vb) Gibi

– Uzman görüş videoları

– Bu içerik profesyonel olarak verilirken nasıl farklılaştırılabilir’i düşünmek lazım.

– Ne kadar esneyebiliriz, ne kadar esnemek isteriz?

– Daha light içerikli videolar

– Ağrı çeşitlerini anlatan günlük yaşamdan detayları içeren (zach gibi) mizah

unsurları barındıran videolar da güzel yayılabilir. (BKM oyuncuları)

Uzman videolarımızın Youtube, İzlesene ve UzmanTV entegrasyonları olmalı. Bir de tabi ki Google Ads.  Uzman TV stratejimize göre bunu detaylandıracağız

Some thoughts to kick start the brainstorming Aktif çalışan ya da aktif yaşam hareketi ile ilerlemek mantıklı olabilir:

– profesyonellere hitab edecek şekilde Turkcell ile partnership’i düşünülebilir mi? Veya başka partnerler?. (risk, turkcell’in bizim kimliğimizin önüne geçmesi)

– Çalışanlara yönelik bir mobil aplikasyon düşünürsek bu tip bir işbirliktelik sayesinde süper şekilde yayılabilir.

– Mobil aplikasyon:

– ağrı tanımlaması, ağrı testi, günlük egzersiz takvimi ve alarmları

– Kişi yerinden kesinlikle kalkamayacağı saatleri girer app’e (mesela toplantı) ve app de ona göre birkaç alarm kurar ve kullanıcıyı “hey, haydi kalk biraz hareket et” der.

– Ayrıca, yine bu alarmlardan bazılarını “boyun egzersizi zamanı!” “bilek egzersizi no:2” şeklinde, kullanıcı otururken yapabileceği şekilde verir.

– Kullanıcı outlook ya da gmailiyle senkronize ederse desktop notification da veririz, toplantı uyarısı gibi olur.

– Hatta bu aplikasyondaki egzersizler mikrositede de olur ki desktop notification’unda URL veririz.

 

Some thoughts to kick start the brainstorming  Aktif Yaşam Hareketi gibi bir alanı sahiplenirsek:

– Üniversitelerde aktif yaşam seminerleri gibi şeyler düzenlenebilir, şenliklerde stand açılabilir

– Mac gibi büyük bir spor salonunda URL’lerimizi içeren dolap giydirmeleri yaparız ve TV lerinde oynatmaları için videolarımız verilebilir.

Kadın ve sağlık portallarına içeriklerimizle girebiliriz

– Oralarda seeding yaparak daha çok kişiye ulaşabiliriz vs: content partnership?

– Reklam gibi ya da daha fazlası için tıklayın gibi bir yönlendirme yapmalı ve platform-üstü bir duruş sergilemeliyiz.

Hedeflemeli IVR call yapabiliriz ve portalımızı hatta aplikasyonumuzu duyurabiliriz.

– Sms gönderi paketi de içeren IVR call seçenekleri var. Basit bir ağrı bilgilendirmesi şeklinde olabilir bu.

– Ya da son zamanlarda ağrı çekiyor musunuz evetse 1e basın, hayırsa 2ye şeklinde uzayan giden bir kurgu ve sonunda bilgi mesajı gönderelim mi sorusu ile bitiyor.

 

Some thoughts to kick start the brainstorming Eczanelere aktif yaşam hareketi giydirmesi yapabiliriz. Föy bastırıp QR code ile app linkli ve micro site

yönlendirmesi veririz. Maç vb spor aktivitelerinden sonra çıkışta bu föylerden

dağıttırabiliriz. Çok mu ağrıyor? Neresi ağrıyor? Gibi QR kodlu

stickerlar ve web için bannerlar yaparız Öpeyim de geçsin adında bir konseptimiz olur ve

burada küçük videolarla ağrılar ve çözülme şekillerindeki yanlışları anlatan afiş çalışmaları ya da videocuklar yaparız.

Potential Touch Points & MOTs

Potential Touch PointsPotential Touch

Points• pharmacies• hospitals• offices• Sports centers• Ski resorts• Universities• Other - commuters

• Metro

MOTS

• Sports injuries• work• Stress• New moms• Other

• Airconditioning, Bed, etc.

• Massage• Selecting a bed• Sauna• Swimming• Long flights

Wunderman Istanbul Thank

you!