Digital

Digital

Consultancy, Development and Insight

Branding Science has been at the forefront of the digital revolution since we formed back in 2002.  Our Digital Business Unit is broadly comprised of three arms Consultancy, Development and Insight.

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Consultancy

Enabling best practice and best in class performance

The Branding Digital consultancy offerings are aimed at enabling best practice and best in class performance of teams and or individuals involved with developing and or delivering digital ‘engagement’ with our client company’s target audiences.

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Development

Compelling digital solutions for your specific needs

The Branding Digital development offerings are aimed at helping our clients by doing research into and making recommendations on the most compelling digital solutions for their specific situation at any given time both in terms of content and delivery channels.

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Insight

Discovering the value, impact and credibility of your digital offerings

The Branding Digital insight offerings are aimed at discovering the value, impact, credibility and distinctiveness of our clients current or imminent digital engagement approaches.

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Digital Ears

Evaluate ‘noise’ around specific brands, services or situations

In addition Branding Digital continue to offer digital ‘listening’ (Digital Ears) services to generate insights into levels of ‘digital noise’ around specific brands, services or situations
as part of the overall Branding Digital approach.

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It is a mixture of our experience and leading edge expertise in the digital arena that continues to keep Branding Science at the forefront of developments in the digital world.  More importantly we are consistently able to help out clients use digital as a source of competitive edge for them and their brands.

Examples of recent digital projects undertaken by us…

The situation

Our Client wanted to build a digital strategy aimed at key opinion leaders online. Our task was first to identify the key opinion leaders offline, and then work out if these matched up to the online influencers. Then to discover what they were talking about and where.

Strategy

What we did

Key Opinion Leader (KOL) List – ranked according to contributions to guidelines, the media, committees, conferences, journals and clinical trials.

Digital Opinion Leader (DOL) Lists

  • Searched ‘melanoma’ and filtered through top contributors to get a list of usernames that  were influential
  • Searched for our client to understand what DOLs were talking about in relation to their  company and their company’s brands.
  • Searched around the type of content DOLs were sharing and talking about
  • Understood where DOLs were chatting


Outputs

  • KOL database validated for ‘digital engagement’
  • Only one melanoma physician found online in the UK, unlike in cardiology. Also different to US where physicians are more   vocal in the digital space.

Recommendations

1. Patient centricity: ensure topics talked about online are directed at patients
2. Use durable channels such as yahoo.answers where content can be found for years to come
3. Build trust with the DOLs by drip feeding them information, little and often

The situation

Our client, wanted to drive through several internal & external initiatives within their company – as part of that, they needed to understand what impact their companies Digital activities are having in the online environment.

Also understanding where the Multi-Channel team can add value to the Specialty Care portfolio across the various stages of the current Specialty Care brand lifecycles: pre-launch therapy area understanding vs. post-launch digital marketing campaign assessments.

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What we did

We carried out DNA over 3 therapy areas including, Cardiovascular, Renal and Biosurgery. Within these therapy area we focussed on 7 different drugs. We carried out in depth detailed current and historical DNA. This included:

1) An initial brand search term analysis.
2) Ongoing brand analysis.
3) Initial online competitor search term analysis.
4) Ongoing competitor analysis(carried out simultaneously).

The DNA included analysis from news sites, blogs, forums, social networks microblogs and video sites.


Outputs

The key output here was: a slide deck to show a ‘Global Report’ of each drug within each therapy area. Plus - a ‘deep dive’ report, detailing specific analysis of each drug within each therapy area, with in depth analysis of online current and historical data with recommendations around how best to improve ‘engagement’ and be seen to add value.

A quote from the client once this project was delivered:
“Great quality of work, well managed and brilliantly delivered. I look forward to more engagements in the New Year and having Branding Science as a key digital partner shaping our digital and multichannel direction for the future.”