Transcript Wolters Kluwer Health Marketing Update

JBI Biennial Marketing Update
November 2012
Janet Feeney
JBI Marketing Overview
Ovid’s Approach to Marketing
November 2012
Email
Search
Engine
Market
ing
Exhibits
Contests
and
Promo
tions
Renewals
Multichannel
Marketing
Search
Engine
Optimiz
ation
Direct
Mail
Inbound
Social
Media
PR/
Google
News
Apps
and
Mobile
The Power of
Integrated
Marketing
Our multi-channel
approach to marketing
Ovid Marketing is Clinically Focused and Globally Available
4
Robust global launch rollout plans
• Coordinated plans across product management, marketing and marketing
communications, sales training, customer training and support /
customer service
Jan-Feb
Present at
Sales
Meeting
March
April
Marketing Tactical Build
June
May
July
Aug
Sept
Oct
Nov
Dec
LAUNCH
Emails, preview collateral created
Talking Points
Sales Playbook
Support /
Customer Service
Brief
New product campaign
Institutional and individual
emails emphasizing newness and
trusted brand.; Translations
Email 2
Email 3
Campaigns on EBM and new clinical content on Ovid for lead
generation
Ongoing social media
Thought Leadership/PR
Web Event
Shows, regional MLAs, other events, press releases, media, etc .
Co-marketing link on partner website
5
Engaging clinicians through global thought leadership programs
The Joanna Briggs Institute:
Bringing the Evidence to
Health Care
LWW Nurse Editors’
Roundtable:
The Future of Nursing
2 webcasts, April and May 2011
March 2011
3,244
registrations
from
67 countries
1,525
registrations
from
34 countries
6
Engaging clinicians through global thought leadership programs
Demystifying Research:
Simplifying Critical Appraisal
Concussion to Consequence:
March 2012
October 2011
4,252
registrations
from
80 countries
Managing Sports-Related Concussion On &
Off the Field
1,577
registrations
from
countries
7
JBI Launch
Building awareness pre-launch
• Multiple promotions of the
JBI Online books on LWW
and Ovid.com
• Building brand through Ovid
Webcasts featuring JBI and key
EBP concepts such as Critical
Appraisal
JBI Marketing Launch Timeline 2012
Jan-Feb
March
April
May
June
July
Aug
Sept
Oct
Nov
Dec
Build JBI Brand
Ongoing
Demystifying Research:
Simplifying Critical Appraisal
webcast March 7th;
Re-promote EBM on-demand
webcasts including 2011 JBI
overview webcast
Re-promote JBI online books
and PaceSetters
Finalize GTM plans for English,
Chinese and Spanish launches;
and ecommerce in English
Finalize messaging platform in
all markets
Develop grid f JBI content by
“research intent” and “job title”
to create sales ”flash cards” for
August
MLA
Value of Nursing on Ovid / JBI@Ovid Coming Soon
Flash on Value of Nursing
Content on Ovid
MLA Sunrise Seminar
and CHLA Breakfast with Ovid “A Librarian’s Guide to
Implementing
Evidence” featuring Anne
Woods and local JBI
speakers
BETA
Email series on Nursing content
Re-promote EBM ondemand
webcasts including 2011
JBI overview webcast
Introduce self-paced
CE on EBM featuring
Anne Woods and other speakers
Sales/Support
Training
Marketing
Tactical Build
Incorporate
feedback from
users into
marketing;
gain testimonials
Nursing Education
Association Conference
EBP Workshop featuring
Anne Woods
LAUNCH
English, Chinese and
Spanish language
New product campaign
Institutional and individual
emails; prospect & house lists;
test & optimize messaging
Microsite, ads, web banner ads,
online paid search, social media
E-Commerce Launch
Industry Awareness/PR
ANCC, JBI Colloquium, Regional MLAs,
others, press releases, media, etc
Analyst Awareness
Overview and Transition Materials for Existing and New Customers
High-level Institutional Factsheet
Welcome JBI Subscribers Factsheets
Comprehensive Coverage for New Customers
New 4-page fact sheet
covering content and
all tools
Comprehensive JBI Multi-page Brochure
Event Signage and Kiosk Now Available
Event Kiosk
Signage
Advertising & Library Marketing
Marketing for Customer Libraries
– Posters and Web Icon
Ad placements targeted
for libraries and clinicians
New landing page at Ovid.com/jbi
Updated Ovid Resource Center
– Nursing@Ovid tab
• JBI collateral and materials posted
in Nursing@Ovid section
• Updated Nursing Quick Reference
Card covering new EBP toolbar
http://resourcecenter.ovid.com/site/reso
urces/prodinfo_nursing.jsp
– Library Toolkit tab
• New posters and tool icons for
library intranets
http://resourcecenter.ovid.com/site/reso
urces/downloads_library.jsp
Internal Sales Support Materials
• Now Available from
JBI Resources on OneSource
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Customer-Facing Presentation Deck
(24 slides, high level introduction)
Evidence-Based Practice: Improving
Practice, Improving Outcomes Deck
(75 slides, comprehensive)
Customer-Facing FAQs
Sales Internal-Only FAQs
Sales Talking Points
Medical Selling Scenarios
Coming Later in 4Q:
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•
Academic and Corporate Selling Scenarios
1-Page Selling Scenario Briefs
(Medical, Academic and Corporate)
Events and sales readiness
•
Chief Nurse Anne Woods on the road
prelaunch
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Spreading the word at launch at key
industry events
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MLA Sunrise Seminar in Seattle WA 2012 (with
Susan Weeks) in May
CHLA breakfast in Ontario, CA (with Margaret
Harrison) in June
South Africa’s Nursing Education Association
Meeting in September
ANCC Magnet
Quad MLA (major East Coast US librarian
meeting) and other fall MLAs
Boston-area Medical Librarian customer mtg
Cochrane Colloquium
Frankfurt Book Fair
Beijing Book Fair
Charleston Conference
And more
Sales rep John Schwartz demoing for nurses at ANCC
Current series of global calls to train
sales and make them aware of all
JBI-related materials available to them
Anne Woods presenting to medical librarians at Quad MLA
ShopJBI.com launch in November
• Launching
19 Nov-12
• Enables direct sales
for institutions and
group practices
who are not
actively called on by
the Ovid salesforce
– Under 250 bed facilities
– Specialty care settings
Questions?
Thank You!