The Internet/Digital/Social Media Marketing Plan is to promote awareness of a new biotech firm in the cancer immunotherapy field among cancer patients, those who are affected by cancer (family and friends) and cancer patient advocacy groups that would be interested in new cancer therapy options that could be in human clinical trials with sufficient capital.
A Non-Disclosure Agreement would be required with the names and verifiable identity of the consultant, description of methods of safeguarding data/information and of deleting any data upon request.
I. Target audience/readers. Adults with a diagnosis of cancer or with a family member with a diagnosis of cancer. Primarily in the USA but accessible worldwide. Target segment would be those with university education.
II. Goal. Build sufficient awareness to lead to "buzz" among influential readers to motivate potential investors and pharmaceutical firms to contact the firm for investment and/or collaborative product development.
III. Media. While Facebook and Twitter would be the most commonly proposed media, any other medium, including fora of influences of the target audience, should be proposed in any plan. Online slideshows or videos; co-marketing; ad revenue stream. Direct promotional campaigns to get targets to join the social medium for the firm.
IV. Marketing Campaign Design. The look, feel, content and processing of social media inputs and outputs, shout be in line with legal and regulatory requirements and the firm's strategy.
V. Social Media Content Management. The profile of the person responsible for the running of any social media presence (content, news, responses to queries, analytics, mining of visitor data permitted). Besides English, there should be an option for Chinese language content, with, ideally one person who could handle both the English and Chinese content management.
VI. Implementation Plan. The phases, deployment, testing and control should be laid out in a timeline with estimated costs and resources needed specified. (e.g. Acquisition of technical knowledge, legal and regulatory guidelines. Medium 1, creation of presence, fielding of sources of relevant input, vetting of output/blogs. Medium 2....
This type of campaign requires both familiarity of digital marketing in the pharmaceutical sphere and of the cancer-affected population.
The firm is a Discovery Phase (pre-clinical) biotech startup that is seeking outside capital.