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MARKETING PLAN APPROACH 2023
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ObjectivesStrategiesGoalsMeasuresExamples of Tactics
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Capture mindshare/create brand awareness
around differentiators and best in class product


• Support launch and next phase of “Post Launch” set of collateral / web functionality

• Optimize sophisticated digital as a targeted messaging tool

• Create brand awareness and equity for MPS2

• Create brand equity for LynxDx

• Assist demand generation by eroding awareness blockers for CAMs

• Increase association with industry partners and thought leaders

• Establish competitive digital position vs competitors

• Establish “stickiness” with clients and patients through compelling online tools and content		• Monthly website visits

• Specific page visits (i.e. campaign landing pages)

• Monthly unique/return users

• Organic search traffic

• Bounce rate

• Form submissions

• Video views

• Brochure downloads

• Content views (blog, press, etc)

• Social media engagement (likes, comments, shares)

• Social media followers

• Google ad impressions, clicks, CTR, CPL

• LinkedIn ad impressions, clicks, CTR, CPL

• Ongoing messaging and awareness testing via InCrowd
• Execute already defined needs for post launch

• Map content based on market research / gap analysis

• Support new clinical studies or phases of existing studies

• Create possible at-home collection test launch needs

• Optimize keywords and evolve SEO strategy

• Develop campaign, event and keyword specific paid campaigns

• Assess appropriateness and timing of CTV and programmatic marketing for B2C focus

• Refine and build semented geotargeting & retargeting programs

• Evolve Social Media communities – LinkedIn, Facebook, Twitter, YouTube

• Brand partnerships
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Position the company as a trusted partner in prostate cancer care• Execute four, long-term length, quarterly campaigns that can be both B2B and/or B2C such as:
1. Your Trusted Partner in men’s health/prostate care (via dynamic content)
2. Prostate Health Starts Now (educating younger populations about prostate health). It’s not just your Grandfathers (Dad’s) concern. Prostate health is your concern too
3. Demographic specific campaign that is culturally relevant (underserved populations, Black men/communities, health inequity issues)
4. Targeted to women (the family caregiver in the sandwich generation)
5. 30 Seconds Can Save your Life
6. CUP campaign – (C You Pee)
7. Campaign educating about bio-markers and active surveillance
8. Veterans prostate cancer awareness

• Push multi-pronged PR approach to support all goals, especially post manuscript
• Leverage integrated marketing approach to build recognition/awareness, trust & authority (create community)

• Build Dynamic Content to be used across other channels/tactics to support integrated marketing effort

• Begin to create a “push/pull” demand with complimentary B2B & B2C efforts
• Blog views and bounce rate on articles

• Google search rankings for targeted keywords and topics

• Web traffic from PR tactics, i.e. press releases, tv spots, etc. (use unique URLs with tracking parameters) / referral traffic

• Backlinks

• Client Surveys

• InCrowd/market research testing

• Campaign engagement (depends on nature of campaign)

• Growth of industry advocates

• Client/patient testimonial growth

• Growth in industry speaking engagements		• Informative articles and blog posts

• Videos

• Podcasts

• Articles and blogs that focus on the human and empathic approach

• Testimonial development

• Interactive content options

• Paid placement

• Speaking on podcasts, TV, other media

• Byline pieces

• Brand partnerships
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Support demand generation by offering the right message/tactic, to the right persona, at the right time in the process. Assist with driving demand.• Continue to build and support sales enablement, training and expansion

• Develop marketing and sales funnel specific assets for varied points

• Partner with VP of Sales on regional supportive tools, messaging
• Identify key points in sales process where specific message and assets are useful

• Support team with area specific tools and ongoing education of such

• Increase email acquisition for prospects

• Drive utilization of Salesforce with VP of Sales

• Create standardization of process, tools, messages to drive a more consistent user experience

• Remove burden during sale from team
• Email open rates, click throughs

• Email unsubscribes

• Subscribing to content from website/landing pages

• Downloads from website

• Click through rates for campaigns

• Qualitative input from CAMs re: messaging/asset effectiveness

• Growth in territories

• Time from lead to close

• Time from campaign to lead

• MQL > SQL

• Goal to completion rate

• Ongoing customer journey analysis
• Evolve conference and KOL strategic approach

• Assess process, use and strategies around Salesforce to measure more refined attribution data and better inform sales

• Build / Execute sales team training program and tools

• Partner with Sales for ongoing sales support / sales lead nurturing

• Create point in time appropriate email content

• Develop assets based on additional market research/messaging testing

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