The Digital Marketing Process

This is the slide deck that I used on the Marketing Online Latin America Summit by Eye for Pharma on March, 2010

to know more about me follow me @gzones1974

1. Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer
Digital Marketing
Content distribution online

2. Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer
95% of the top 20 pharmaceutical
companies have a presence on at least
one type of social media platform
(Twitter, YouTube, Facebook or brand-sponsored patient communities)
First World 01 - 2010

3. Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer
+/- 9% of the top Pharma Twitter
followers are physicians
First World 01 - 2010

4. Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer
PHARMA COMPANIES ON TWITTER

5. PROCESS OVERVIEW
DEFINE ACTIONS
IDENTIFY CHALLENGES
PRODUCE
DISTRIBUTE
CONTENT DISTRIBUTION
Nowadays our voice
competes not only with
offline professional publishers
but thousands of online
professionals and social
media
All process are key
Each step is key to ensure
effectiveness
Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer

6. IDENTIFY CHALLENGES
INTEREST
EVALUATION
COMMITMENT
AWARENESS
BUSINESS GOALS
Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer

7. There are 3 main online activities
DEFINE ACTIONS
The principal reason why Google is the
#1 web site on the planet
RESEARCH (LISTEN)
RESEARCH, PUBLISH OR
INTERACT
All users, brands and other
users use the web for these
main 3 activities
The web 2.0 revolution
PUBLISH (COMMUNICATE)
Bring current and new
customer services process and
hear your clients
INTERACT (ENGAGE)
Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer

8. UTILITYUTILITY USABILITYUSABILITY LIKENESSLIKENESS
Any brand related action
should cover these 3
drivers.
PRODUCE
Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer

9. E-PR
SEM /SEO
AFFILIATE
ONLINE ADS
SOCIAL
MEDIA
AFFILIATE
How to partner
with publishers to
drive users to our
message
SEM / SEO
A must to do
tactic.
SOCIAL MEDIA
Key for personal
contact
E-PUBLIC RELATIONS
Key to expand your
message across multiple
sites
ONLINE
ADVERTISING
Display advertising
Either contextual,
e-mail or
behavioral is a
good alternative to
drive traffic fast
DISTRIBUTE
Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer

10. Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer
RECORDED VIDEO DETAILING THROUGH PARTNERS

11. Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer
LEVERAGE GLOBAL RESOURCES

12. Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer
ADJUSTING THE EXPERIENCE

13. Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer
DISTRIBUTING ACROSS MEDICAL NETWORKS

14. Farma Marketing & Online Marketing Latinoamérica 2010
Jorge Herrera Rojas | Business Technology Director | Pfizer
Gracias
Jorge A. Herrera Rojas
Follow me @gzones1974
[email protected]