Simplify Res espons ponse Cur urrent ent Goal A Goal B 0% eliminate Advertising 16 % 15% no change Direct mail 0.0 % 0% no change 0% no change Special 7.5 % 7.5% no change 7.5% no change events 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>%& !"#$%&'()* ?&;0-#&@&(%.0=%)&4>%& +%(),$"-.!,$%(!/' :& / 321 Medical Launch 3/6/13 Mentus / 20
How Other CRO/CMOs are Doing It 16 Slides Mentus / 321 Medical Launch 3/6/13 21
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 / 321 Medical Launch 3/6/13 Mentus / 22
Sanmina What We Make, Makes a Difference 12 Slides Mentus / 321 Medical Launch 3/6/13 23
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 / 321 Medical Launch 3/6/13 Mentus / 24
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 over 20 countries, and 2012 revenues of over $6 billion, #366 on Fortune 500 list. / 321 Medical Launch 3/6/13 Mentus / 25
Sanmina-SCI Branding Visual Vocabulary • 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 / 321 Medical Launch 3/6/13 Mentus / 26 26
Branding Visual Vocabulary Mentus / 321 Medical Launch 3/6/13 27 27
Sanmina Mentus / 321 Medical Launch 28 3/6/13
Trade Exhibit Mentus / 321 Medical Launch 3/6/13 29 29
Corporate Website Concepts Mentus / 321 Medical Launch 3/6/13 30 30
Final Corporate Website Mentus / 321 Medical Launch 3/6/13 31 31
Viking Division Website Concepts Mentus / 321 Medical Launch 3/6/13 32 32
Medical Device Website Mentus / 321 Medical Launch 3/6/13 33
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 / 321 Medical Launch 3/6/13 Mentus / 34
HollisterStier At Your Service 17 Slides Mentus / 321 Medical Launch 3/6/13 35
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 / 321 Medical Launch 3/6/13 Mentus / 36
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?” / 321 Medical Launch 3/6/13 Mentus / 37
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(!) / 321 Medical Launch 3/6/13 Mentus / 38
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. / 321 Medical Launch 3/6/13 Mentus / 39
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 operations 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. / 321 Medical Launch 3/6/13 Mentus / 40
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. Mentus / 321 Medical Launch 3/6/13 41
Program Implementation • Visual vocabulary leveraged HollisterStier’s customer-centric business model • Creative platform made an immediate read and emotional connection with the positioning Tagline “ At Your Service ” • A communications plan rolled out the positioning • Plan included trade shows advertising and editorial calendar opportunities / 321 Medical Launch 3/6/13 Mentus / 42
Corporate Brochure Mentus / 321 Medical Launch 43 3/6/13
Advertising Platform At Your Service Mentus / 321 Medical Launch 3/6/13 44
Trade Show Booth Mentus / 321 Medical Launch 45 3/6/13
Sales Aids/Ads Mentus / 321 Medical Launch 3/6/13 46
Project / Sales Binder Mentus / 321 Medical Launch 3/6/13 47
Allergy Division Mentus / 321 Medical Launch 3/6/13 48
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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 / 321 Medical Launch 52 3/6/13 Mentus /
Senn Chemicals Chemistry: Targeting Your Success 27 Slides Mentus / 321 Medical Launch 3/6/13 53
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 / 321 Medical Launch 54 3/6/13 Mentus /
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 / 321 Medical Launch 55 3/6/13 Mentus /
Old Website Mentus / 321 Medical Launch 3/6/13 56
Program Implementation • A new brand positioning was developed • Creative platform made an immediate read and emotional connection with the positioning “ Chemistry: Tagline Targeting Your Success ” • A communications plan rolled out the positioning • Plan included New website Trade shows Advertising / 321 Medical Launch 3/6/13 Mentus / 57
Brand and Website Concepts • Our pursuit of excellence • The Swiss connection • Taking it personally • Where every step counts • Focus on the target / 321 Medical Launch 3/6/13 Mentus / 58
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Website SiteMap Mentus / 321 Medical Launch 3/6/13 78
Senn Website Mentus / 321 Medical Launch 3/6/13 79
Trade Exhibit Mentus / 321 Medical Launch 3/6/13 80
How You Should Do It (Hint: Start with your website...) 24 Slides Mentus / 321 Medical Launch 3/6/13 81
Your mos most po power erful ul sales ales & mar market eting ing tool ool • A good website is critical in your sales process • It can help you: – Generate leads – Nurture existing leads and move them closer to purchase 87% of customers said their – Deliver information about your products & services in a compelling way – Process orders, cross- and up-sell, and run special promotions online interaction with the – Communicate with existing customers and distribution channels – Generate publicity company “positively • It is an interactive brochure – Speaking with different groups impacted” their likelihood of – Converts visitors into prospects and prospects into customers – An extension of your brand and an example of the qualit y of work you do purchase from that company • Must effectively communicate and support your brand • Wrap your site with richer content and marketing functionality – Access broad and potentially lucrative marketing capabilities Twitter Study / 321 Medical Launch 3/6/13 Mentus / 82
Medical Marketing Paradigm Mentus / 321 Medical Launch 3/6/13 83
Marketing Social Media Marketing Email Organic Marketing SEO Marketing Offline Offline Your Website Analytics Leads Marketing Marketing Content Conversion Marketing Optimization PayPerClick Adwords Mentus / 321 Medical Launch 3/6/13 84
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. / 321 Medical Launch 3/6/13 Mentus / 85
Engagement Devices • Using Images • Opinion Poll or Survey • Videos • Syndicated Content • Online Help • Excerpts • Online Forum • Free Downloads • News Column • Blogs • Newsletter • Social Media • Search Engine Tool - LinkedIn - Facebook • Entertainment - Twitter - YouTube / 321 Medical Launch 3/6/13 Mentus / 86
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% / 321 Medical Launch 3/6/13 Mentus / 87
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 / 321 Medical Launch 3/6/13 Mentus / 88
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 / 321 Medical Launch 3/6/13 Mentus / 89
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 / 321 Medical Launch 3/6/13 Mentus / 90
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 Ment entus us / 321 321 Medical edical Launc Launch h 3/6/13 91
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 / 321 Medical Launch 3/6/13 Mentus / 92
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 / 321 Medical Launch 3/6/13 Mentus / 93
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 / 321 Medical Launch 3/6/13 Mentus / 94
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
CRAWL WALK RUN FLY Understand Slowly establish Build relationships Engage with stakeholder insights digital presence Make friends the community Company wide RSS Feeds Take part in social Corporate Blog media audit media conference and Key Opinion Leaders events Corporate Facebook Blog monitoring & (KOL) and Patient page benchmarking for Videos Engage on other corporate brand companies’ social Twitter sites conversations Identification of media platforms that Influential Bloggers align with your interests YouTube presence Establishment of and Key Contacts and issues a global Collaboration Site New Media Vetting of concerns Be honest, transparent, Task Force with legal, regulatory, talk about things people commercial and other are interested in, offer key internal functions guidance and help where appropriate
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
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