WebResults.ie, F6 Nutgrove Office Park, Rathfarnham info@webresults.ie (01) 2071872

Smarter Web Strategy

Step 1: Set clear objectives

Step 2: Understand your marketplace

Step 3: Analyse your existing web presence

Step 4: Put action plan in place to build your profile on the web

Step 5: Measure/Monitor to establish how you are performing

Approach to Smarter Web Strategy?

What are your objectives ?

How will the web help you achieve these business

objectives?

Step 1: Set Clear Objectives

Objectives

• What are you career goals

– Where do you want to be in 3-5 years?

– What do you need to do to get there?

• Skillset

• Experience

• Connections

What are your objectives?

Identify the type of position you would like

Identify the area you wish to work in

Identify the type of business you would like to work in/for

What Geographical areas you are focusing on?

Local, regional, national, international

Step 2 Understand your market

Market research

• Get to know your Target market:

- Who are the players ?

- What are they doing on the web?

• Assess your market potential

• Competitor research – who are you competing against

(skills, experience)

What is your market potential?

Carry out searches around areas you are interested in to identify opportunities and identify key players

What is your market potential?

What is your market potential?

What suitable positions are available now?

Who is recruiting?

http://medicaldevice.ie/

• Conduct a people search rather than a job search

Prospective Employers

• Identify the skills they are looking for

• Identify the experience they are looking for

• Identify the type of personality they are looking for

• Identify the goals of the business in question and how the role ties in with your goals

Prospective Employers

– Who are the people who work there in the areas you are interested in

– Who is involved with recruitment within that business

Blogs

• Subscribe to blogs relevant to the area of interest

• Also blogs that have job listings where recruiters/prospective employers will be active

• Track skills

Competition

Monitor relevant conversations

Hootsuite

Step 3: Analyse your existing web presence /profile

Step 4 - Put an action plan in place

-With clear objectives from the web

- having identified any weaknesses in your existing presence

- Now knowing your areas of interests/target companies & their behaviour

- With your competition in mind

-Devise your strategy and set out actions

Building profile

LinkedIn

Blogging

YouTube

Twitter

Facebook

LinkedIn

• Complete your profile

• Use keywords related to area you are interested in

Identify related terms used in job specs

• Build up recommendations

LinkedIn

• Link to other social networks

LinkedIn

• Get active

– Identify key targets & build up your connections with them

Use your contacts to get connected

LinkedIn

Follow news areas

Track skills in related areas – get ideas for your profile

Signal - most relevant insights from status updates & news – and who posted them

LinkedIn

Join relevant groups

Listen in to hear about topical areas

Strike up conversations about topics that are relevant to the area you are interested in, in the field that you want to work in

You Tube:

• Construct a video resume on youtube. Keep it short, describe the value you will bring and why you’re the best person for the job

• Or construct a video on a subject matter relevant to the area you want to get into

Searches on Google carried out by players

Direct them to your blog/website etc

SEO / PPC

58 % of marketers with 3+ years of experience are using Google+

67% of respondents say they plan to increase Google+ usage

Source: marketingland.com. Social media examiners survey of marketers &

business owners Jan 2012 – based on replies from 3,800 marketers across the

world

Create a profile

Connect using circles add those people who are already employed in your target companies

Hangouts - create job search clubs

Engage - Ask questions related to the kind of job you are looking for

Link to your other profiles

Other

• Proactively improve your knowledge

– Comment on trends within that area

– Build reputation

– Learning more about specifics of the area

• Attend webinars in the area and talk about them

5. Monitor & Measure

• LinkedIn statistics

• Blog stats / analytics

• Klout.com

• Hootsuite

Web Analytics

•What works?

•What doesn’t?

• Behaviour within the pharma sector

http://www.youtube.com/watch?v=EzGS6faLgvU&feature=player_embedded

Source: http://www.slideshare.net/IQLab/2012-digital-trends-for-healthcare-marketing-10174164

• 30,000 drug and medical-device reps were laid off in the U.S. during the last five years

• 50% of physicians use YouTube for obtaining information on medical products.

• 90% use web searches for information

• Source: US Market

Case study

Source: http://www.slideshare.net/IQLab/2012-digital-trends-for-healthcare-marketing-10174164

Epilepsy community developed by biopharmaceutical company UCB

On the ground research with a cross section of patients.

Use what they learn to improve drug safety & lead to advances in care

Patients like me

Initially targeting patients who are on medication

Designed for patients & physicians to help them achieve improved

health outcomes using web & social tools

Create a personal plan including daily activities, meals & fitness

Guidance from physicians to patients on specific Merck medications

MerckEngage

Connect people who have been diagnosed with Chronic Myelogenous

Leukemia

Healthcare professionals also invited to participate

CML Earth by Novartis

Web Marketing Strategy Step 1: Set clear objectives

Step 2: Understand your marketplace

Step 3: Analyse your existing web presence/profile

Step 4: Put action plan in place to get on front of right people in right

companies

Step 5: Measure/Monitor to establish how you are performing

• Regular

• Focused

• Interesting

• Fun

Finally

• 3 things you can take away from the session?

Questions

Thank you for your time. www.webresults.ie Unit 6F, Nutgrove Office Park, Rathfarnham, Dublin 14 Contact: geoff@webresults.ie (01) 207 1872

Web Strategy

http://archive.psfk.com/2010/05/how-to-use-google-to-get-a-job.html

Web Strategy

• Healthcare mobile applications are largely organized into five key areas. Let’s take a brief look at some companies bringing innovative mobile products to the market:

• 1. Monitoring WellDoc’s Diabetes Manager is a mobile app for diabetes and health management system monitoring that received FDA 510(k) clearance in 2010. Patients can use their mobile phone or iPad to enter blood glucose data, carbohydrates ingested, and medications; physicians access that data, analyze it and provide real-time feedback if needed to adjust care. A recent study found that patients who used this app to help manage their diabetes had better outcomes than those using traditional methods.

• 2. Diagnosis Mobile MIM is an FDA-approved app also noted as one of the best for the iOS platform. Mobile MIM is a diagnostic imaging app that physicians and imaging professionals can use away from their workstations to review X-rays, ultrasounds, PETs, CTs, and MRIs. It has tools for viewing and managing images, as well as local and cloud storage capabilities. It enables medical professionals in remote locations to consult with peers on challenging cases.

• 3. Education Boston Scientific launched the CardioTeach iPad app late last year for physicians. It is used in patient consults to discuss cardiovascular disease. The app covers a variety of conditions, such as atrial and ventricular arrhythmias, coronary artery disease and heart rhythm disorders. High-quality graphics and user-friendly content help healthcare providers more effectively explain heart disease conditions to patients and their families. It includes anatomical illustrations, the ability to overlay pacemakers onto those illustrations and to email complete graphics and information to patients, caregivers or other healthcare professionals.

• 4. Treatment AirStrip Cardiology’s mobile app combines wireless mobile transmission of ECGs, digital visual enhancement and touch screen capabilities as well as automatic access to historical data, enabling more informed and timely treatment decisions by cardiologists. It is both FDA-approved and HIPAA-compliant. Doctors can view an ECG anywhere, anytime and so provide remote patient care.

• 5. Sales/Marketing Mobile apps in pharma and device industries aren’t just for physicians and patients. Some well-designed apps for sales reps and marketers help them maximize their efficiency in the field. These apps can increase selling time, provide more consistent presentations across a salesforce, and enhance information exchange with customers. Medtronic has enthusiastically embraced the use of iPads for its employees. ItsMedtronic App Store is a secure website that company employees can access for a variety of business and medical education mobile applications.

• Medical apps are here to stay and sure to become fundamental healthcare tools. What experiences and challenges have you faced developing mobile apps for your healthcare, pharma or medical device applications? Leave your comments below