DIGITAL MARKETING Complying with Medicines Australia Ryan Willoughby Australian Doctor Group
What can we learn from Coca Cola? How do we then apply this? Some great examples Key take homes
70% NOW 20% NEW 10% NEXT
So, now what are your key objectives when it comes to marketing?
Brand Awareness HCP Education Patient Education
Product-specific digital content General public cannot have access to content “GATED”
“Register?... No thanks” 80% bounce rate for gated brand sites
‘Gated’ doctor communities
‘Gated’ doctor communities - CONTENT MARKETING - ADVERTISING - DEEP LINKING
Gated Product Site
Brand Awareness HCP Education Patient Education
HCP Education
HCP Education
HCP Education SPONSORED CONTENT - Section 9.11 ‘Grants & Financial Support’
But what does this even look like?
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THE 3-PART FACEBOOK THE ARTICLES THE RESOURCES DOCUMENTARY CANVAS
Brand Awareness HCP Education Patient Education
How important are patients now when it comes to making a treatment choice?
Or do they even know about a disease they carry at all?
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“You’re not getting a room, you’re getting a sense of belonging” - Airbnb co-founder, Brian Chesky
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Key Take Homes • Everything you’ve seen here? It’s code compliant • Engage them where they already are • Educate, before you promote • Think about the 10%
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