Thank you to you for being a part of planning with CSM and Coloplast. We enjoyed presenting how we integrate digital tactics into strategic marketing plans, while highlighting the strengths of each medium. We discussed best practices for the use of digital technology from branding and product launch to reaching specific channels whether it is cultural diversity or physician/patient facing goals. We wanted to highlight the importance of creative messaging and targetability by geography, demographic, and internal data. Hopefully, you learned some key takeaways while inspiring some thought-provoking ideas to better serve the Coloplast community.
Logically, Regionally, Nationally and Internationally
If you could wave your magic wand and add one vital marketing tactic or need, what would it be?
How are we reaching patients in their journey while still moving them through the funnel?
Budgeting is typically the biggest hurdle to improve marketing outcomes. Instead of spreading everywhere – where can our regional and national campaigns be to help reinforce the physician and SAM. Hone in on key areas for success and take time to build these markets. Not one and done. A marketing campaign should not be 30 days set it and forget it. It’s length and awareness should follow a pattern of the patients journey.
Build Trust and Brand Reputation
Control Your Narrative
Tell inspiring stories at scale and cross-device to increase consideration where users research. Content can be organic; social channels, email, blogs, vlogs, journals. All should speak to your appropriate audiences.
Customize the ad experience using performance data to drive interest and results. Create various ad copy and monitor what crates engagement.
Consumers watch 42% more minutes on OTT Platforms than they do on cable per day.
A device that can connect to a TV (or functionality within the TV itself) to facilitate the delivery of internet-based video content (i.e. streaming boxes, media streaming devices, smart TVs, and gaming consoles).
Pre-Roll video is a short ad that plays before (pre-roll), during (mid-roll) or after a video (end-roll) on videos that are housed within websites. Viewers can be targeted based on their searching and browsing behavior, such as potential students who have recently searched for select keywords.
YouTube reaches 86% of the online video audience and has over 142 million total monthly unique users. Campaigns are placed so you do not pay for a commercial unless at least :15 of the ad is viewed. The average cost per complete view ranges from $0.15 – $0.30.
Audio stays with people all day long, reaching them in screenless moments where visual media can’t. Create brand awareness on a local, regional, or national level.