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How To Harness The Power Of Social Media In Pharmaceutical eMarketing
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How To Harness The Power Of Social Media In Pharmaceutical eMarketing



For most of us, the Internet is a fact of life. However, we still flounder when it comes to justifying online marketing to both ourselves and our CFOs. We‟re still stumped by the ideas of ...

For most of us, the Internet is a fact of life. However, we still flounder when it comes to justifying online marketing to both ourselves and our CFOs. We‟re still stumped by the ideas of effectively reaching our audience in the vast reaches of the Internet, meeting their needs while also meeting our marketing objectives, and simultaneously being able to measure our success in financial terms rather than simply „activity tracking‟ for our CFOs.
This challenge can be troublesome enough to prompt some companies and marketers to sit it out apart from the obligatory corporate Website, or to half-heartedly engage in some online activities like a product.com Website, some banner ads and blogs and a Facebook page without a real plan to meet the customer and CFO objectives. New initiatives are started and neglected, or focused entirely on the wrong things. As a result, companies miss out. Potential customers - both physicians and patients - don‟t get the message, or feel alienated.
That‟s what can go wrong. It‟s the potential of wasted time, money and opportunity. However, what can go right is even more striking. An eMarketing campaign that is built on strategy and a deep knowledge of an audience, whilst firmly keeping the marketing objectives in mind, can be extremely powerful. An eMarketing campaign that effectively uses the Internet as a platform, a „jumping off‟ point to create value and relationships, and a means to speak specifically to marketers‟ targets and create two-way value, is one that can succeed beyond many marketers wildest expectations. How does it work? In this report, we find out. We watch the evolution of the Internet from a static Web page to an ever-changing social hub and with it, the notions of customer connections. We look at specific tools in the social media age, observing how patients, physicians and businesses in all industries use blogs, social networking, Twitter, YouTube and other new media tools, and develop best practices for their use.

Finally, we tie it all together, examining key case studies of eMarketing campaigns, with instructions on first steps for your own campaign, and taking a close look at measurement.



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How To Harness The Power Of Social Media In Pharmaceutical eMarketing How To Harness The Power Of Social Media In Pharmaceutical eMarketing Presentation Transcript

  • How To Harness The Power OfSocial Media In Pharmaceutical eMarketing 1
  • ABOUT EULARISABOUT THE AUTHORDr. Andrée Bates is the Managing Director of Eularis, a company that applies sophisticated analyticalprocesses to quantify the sales impact of specific marketing programs for Pharmaceutical brands. Theseanalyses determine the financial return for individual sales and marketing activities as well as the optimalsynergistic combination of activities (and budgets) to have maximum market share growth. Eularis offersbrands and their agencies the bottom line facts: what messages, what activities (and what budgets) - inwhat combination - will provide what market share for your brand.Dr. Bates‟ career has encompassed academic, clinical and Pharmaceutical positions internationally. Shehas gained wide recognition within the Healthcare Industry internationally for ROI and marketingeffectiveness measures in Pharmaceutical marketing. She is the author of many publications on this topicin peer-reviewed journals. In addition, Dr. Bates has lectured on eDetailing ROI in the PharmaceuticalMBA program at INSEAD Business School and on marketing ROI at the Center for Pharmaceutical MarketingStudies, Erivan K. Haub School of Business, St. Joseph‟s University, Philadelphia.ABOUT THE COMPANYEularis have unparalleled years of experience in Pharmaceutical marketing analytics and predictivealgorithm analyses of Pharmaceutical marketing activities. Their analyses quantify the financial impact ofindividual sales and marketing activity - as well as recommending the optimal synergistic combination ofactivities (and budgets) for an individual brand to have maximum market share growth. Eularis offersbrands the bottom line facts: what messages and which specific sales and marketing activities are trulyimpacting on a brand‟s prescription sales - by how much - and what elements within each activity need tochange (and how) for increased results. 2 © Copyright 2011 Eularis
  • ABOUT EULARISEULARIS ANALYSES: Identify all factors really influencing prescriber behavior the most Evaluate which messages are having the most impact on actual prescribing Quantify the financial impact from each marketing program Identify which elements of each program are having most actual prescribing impact Determine the most effective mix of sales, medical education, advertising, PR, eActivities, etc. for optimal market share growth Forecast brand performance based on investment assumptions and market dynamics Highlight rep quality differences across brands and companies Provide Agency League Tables [according to which agencies activities are having most actual prescribing impact] Optimize all relevant resources for a brand or portfolio across multiple activities and geographies 3 © Copyright 2011 Eularis
  • ACKNOWLEDGEMENTSWe would like to gratefully acknowledge the contribution of John Mack, president of Virsci Corporation.Mr. Mack contributed a section in this report entitled „Thoughts on FDA‟s approach to regulating Pharma‟suse of social media for the promotion of drugs‟ which can be found in chapter 16 on The Main Hurdles ForSocial Media In Pharma.Mr. Mack is an experienced executive with a background in pharmaceutical marketing communications,interactive technologies and medical privacy. He is currently a principal consultant with VirsciCorporation, where he provides global pharmaceutical and health care industry clients with marketingcommunications, competitive market intelligence and privacy/security consulting services.Mr. Mack is publisher and editor of Pharma Marketing News - http://www.Pharmamarketingnews.Com -and moderates the Pharma Marketing Online Discussion Forum, both essential components of the Pharmamarketing network.Mr. Mack often provides expert testimony and advice regarding HIPAA and privacy issues, and is a prolificauthor and speaker in these and other topic areas (see publications and presentations). As one of theleading authorities on standards for quality and privacy of health information on the net, Mr. Mack isoften quoted in the media (including the Wall Street Journal, USA Today, etc.), has lectured extensively,and is a member of numerous eHealth related advisory boards and committees. 4 © Copyright 2011 Eularis
  • EXECUTIVE SUMMARYFor most of us, the Internet is a fact of life. However, we still flounder when it comes to justifying onlinemarketing to both ourselves and our CFOs. We‟re still stumped by the ideas of effectively reaching our audiencein the vast reaches of the Internet, meeting their needs while also meeting our marketing objectives, andsimultaneously being able to measure our success in financial terms rather than simply „activity tracking‟ for ourCFOs.This challenge can be troublesome enough to prompt some companies and marketers to sit it out apart from theobligatory corporate Website, or to half-heartedly engage in some online activities like a product.com Website,some banner ads and blogs and a Facebook page without a real plan to meet the customer and CFO objectives.New initiatives are started and neglected, or focused entirely on the wrong things. As a result, companies missout. Potential customers - both physicians and patients - don‟t get the message, or feel alienated.That‟s what can go wrong. It‟s the potential of wasted time, money and opportunity. However, what can go rightis even more striking. An eMarketing campaign that is built on strategy and a deep knowledge of an audience,whilst firmly keeping the marketing objectives in mind, can be extremely powerful. An eMarketing campaign thateffectively uses the Internet as a platform, a „jumping off‟ point to create value and relationships, and a means tospeak specifically to marketers‟ targets and create two-way value, is one that can succeed beyond manymarketers wildest expectations.How does it work? In this report, we find out. We examine the Internet as it stands today for physicians, patientsand Pharma, and analyze how the old marketing strategies must change to reflect the times.We watch the evolution of the Internet from a static Web page to an ever-changing social hub and with it, thenotions of customer connections. 5 © Copyright 2011 Eularis
  • EXECUTIVE SUMMARYWe look at specific tools in the social media age, observing how patients, physicians and businesses in allindustries use blogs, social networking, Twitter, YouTube and other new media tools, and develop best practicesfor their use.Finally, we tie it all together, examining key case studies of eMarketing campaigns, with instructions on first stepsfor your own campaign, and taking a close look at measurement.eMarketing can be a challenge. However, with some company initiative, firm goals and insider knowledgeprovided by this report, marketers can also find eMarketing to be an empowering opportunity for their brands. 6 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 1: PHARMACEUTICAL INTERNET MARKETING, PAST ANDPRESENTTo start off our discussion of Pharmaceutical Internet marketing on the right note, we need to understand howsignificant „e‟ is amongst our peers and customers, how it is used when it comes to health and Pharma, and whatall this means for the traditional marketing mix.INTERNET USE TODAYThe Internet has continued to expand at an astronomical pace since its inception, and users are increasing everyday in every region of the world. Today, with a total estimated world population of over 6.6 billion, an estimated1.4 billion are on the Internet. This is a 305% growth in users from the year 2000 figures.North America tops the overall penetration figures, with approximately 73% of the population using the Internet.In Europe, 48% of the population is online; within Europe, the countries with the highest penetration areGermany, England, France, Italy and Russia. In Asia, 15% of the population accesses the Internet, with top usercountries China, Japan, India, South Korea and Indonesia.Beyond these key Continents, growth is even more pronounced. While only 5% of the population of Africa isonline, this represents a 1,031% growth since 2000. Similarly, in the Middle East, a penetration rate of over 21%doesn‟t adequately demonstrate the 1,176% growth since 2000.Demographics and descriptions of Internet users vary widely according to region. In the U.S., for example, theaverage Internet user spends 2.7 hours per day online, according to a survey from the Research, Development andEvaluation Commission. While women make up approximately 51% of the U.S. population, eMarketer estimatedwomen would make up over 52% of Internet users in 2008. The highest proportion of U.S. users comes from the 35-44 age group. 7 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 1: PHARMACEUTICAL INTERNET MARKETING, PAST ANDPRESENTActivities engaged in on the Web vary widely as technology evolves, but one strong sector is purchasing. Even in ayear that saw a fully-fledged recession, the U.S. Department of Commerce said overall online sales would total$137 Billion for 2008. Growth was 7.2% year over year, the first year of single-digit online sales growth since 2000.As a result of the Internet boom and this enormous pool of spenders, companies and advertisers are jumping in.U.S. online advertising spend totaled over $23 Billion in 2008, according to eMarketer, and is projected to grow to$42 Billion by 2013.HEALTH ON THE INTERNETThe most recent survey by the Health On The Net Foundation reveals fascinating and useful details aboutconsumer and physician activity online. In 2005, users surveyed looked for health information on the Internetthree times a week or more on average, in addition to their general Internet surfing and email. When seeking outthis health information, consumers gravitate towards the sites with the best perceived credibility, looking for .edusites, then .gov sites and .org sites.More specifically, users prefer, in order:• University sites• Consumer sites sponsored by medical journals or publications• Governmental agency sites• Consumer sites sponsored by non-commercial medical organizations• Consumer sites sponsored by hospitals• Pharmaceutical manufacturer sites• Consumer sites sponsored by commercial medical organizations 8 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 1: PHARMACEUTICAL INTERNET MARKETING, PAST ANDPRESENTConsumers have firm ideas on what indicates quality and usefulness for health Websites, including availability ofinformation, ease of finding information, trustworthiness/credibility, and accuracy of information. A significantnumber of Internet users, about 25% of a sample of 1,386 persons all over the world, lacked confidence in sitessponsored by Pharmaceutical manufacturers as sources of general health information.What do consumers do with the health information they seek online? Among patient respondents, 54% discussedthe results of their Internet searches with their Health Care providers. Among those who discussed the results oftheir Internet searches with their Health Care providers, 95% said they enjoyed obtaining health information fromthe Internet and some 78% said the ensuing discussions with their Health Care providers were helpful because itimproved doctor-patient communication. This was a major increase from an earlier survey, in which only 38% saidthe ensuing discussions were helpful.Most consumers believe seeking health information on the Internet improves the quality of consultations withtheir physicians. Consumers often rely upon their physicians for the right sources for online searching; themajority of consumers (90%) said that Health Care providers should suggest trustworthy online sources of healthinformation.What about physicians? Health professionals overwhelmingly had a receptive and positive attitude toward theirpatients‟ online behavior. Medical professionals agreed by 77% that patients seeking health information on theInternet improves the quality of patient consultation.Medical professionals have embraced the Internet for all patient interaction, with nearly half engaging in emailcorrespondence with their patients. More than half of medical professionals made Website recommendations topatients in 2005; thus, the majority of them would use a trustworthy source of online health information if it isfree (91.3%) or inexpensive (75.3%) to the patient. 9 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 1: PHARMACEUTICAL INTERNET MARKETING, PAST ANDPRESENTOne search topic common for patients and physicians using the Internet is Pharmaceuticals. When consumers andphysicians search the Internet for information on medication or drugs, they look for the following information, inorder:• Drug side effects• Drug safety• Drug efficacy• Drug interactions• Generic drugs• Herbal or natural alternative treatments• Drug prices• Online drug purchasesA growing number of consumers trust online resources over other media when it comes to researching drugtreatment information. A Prospectiv Survey of 3,500 consumers showed that 83% of those people who have usedthe Internet to research ailments and drug treatments trust online media the most for this information.IMPLICATIONS FOR THE MARKETING MIXToday‟s customers are online. This means that Pharmaceutical marketers must have an online presence if theyhope to reach today‟s customers.As Internet use grows, and consumers and physicians increasingly rely upon the Internet for health and druginformation, Pharma must be there to build brands, reach consumers and push their businesses forward. 10 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 1: PHARMACEUTICAL INTERNET MARKETING, PAST ANDPRESENTThe increasing reliance upon the Internet means it must be a part of any Pharmaceutical marketing mix. However,it can‟t simply be tacked on as an additional medium. The very nature of the Internet means major differences inhow we view the marketing mix:• Relationships. The Internet today isn‟t focused on software or one-way communication, but the creation and development of relationships. Marketers must reconfigure their ideas about marketing to recognize and incorporate this relationship focus. Relationships can be developed to involve customers at all stages in the product lifecycle, in addition to creating more intense relationships than before.• Value Exchange. Consumers own the information about themselves in today‟s online world. Rather than companies owning this information, consumers provide it in exchange for value. What‟s important to realize is that consumers are willing and highly desirous of this exchange, if they receive something meaningful in return. The communication between the consumer and the marketer becomes critical then, and must exchange value on both sides.• Organizations based on Consumer Experiences. The consumer is the basis for all eMarketing campaigns today, and for good reason. They have unprecedented control, but are hungry for the messages and meaning companies can provide. As a result, consumers‟ needs and experiences are the most important point from which to build a campaign.• Customization. The Internet gives customers the ability to get information relevant to them. As a result, savvy advertisers can get highly targeted and receptive audiences, and create content that can drive sales, respect and loyalty.• Agencies. Advertising agencies are rethinking how they create, develop and price campaigns. Traditional models incur high, fixed creative costs and the agency commissions earned from expensive media help pay for this. On the Internet, creative costs are higher than the media buying and media commissions don‟t cover the high operating costs. Some agencies have moved towards a retainer compensation trend in addition to receiving a cut from the leads/sales obtained from the sales. The agencies are shouldering more of the financial risk involved in campaigns and the result oriented pricing is becoming more feasible as accountability and measurability are more evident. 11 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 1: PHARMACEUTICAL INTERNET MARKETING, PAST ANDPRESENT – Agencies are:  Acquiring a deeper understanding of enabling interactive technologies to allow accurate creative execution  Integrating one-way and response oriented campaign design skills  Increasing the speed and responsiveness of creative productionThe Internet is a trusted resource and partner for a significant portion of health consumers today. As such, it‟shaving dramatic impact on the way marketers conceptualize and execute marketing. How can marketers wraptheir heads around the brave new world? In the next chapters, we‟ll examine how strategizing and brand planningprovide the firm foundation for successful online ventures. 12 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGYPharmaceutical company customers, both physicians and patients, are online. The question now becomes how tofind the best e-opportunities with these multiple networked audiences.Creating an effective online strategy is an absolute must, the first step towards eMarketing success. Without anoverarching plan, all the hot new social media tools or Internet gadgets won‟t add up to any cohesive marketingand sales result, but merely create flash and noise. How will you create something unique, useful and evenimportant? Who do you want to reach, and what messages do you want to use? How can the tools you choose helpyou reach out in a more effective way than any other media? How can you meet your marketing objectives andintegrate this with your overall brand strategy? And – most importantly for the C-suite – how will you measure it?ONLINE STRATEGY STEPSBefore you jump on the YouTube bandwagon, or join the crowds at Facebook, or start Tweeting, you need toknow what you‟re doing. Just like with any traditional media component - like TV, radio, print or outdoor - youneed a plan. Return to Marketing 101, put it through an Internet twist, and you can create the foundations foronline marketing success.1. Marketing ObjectivesThe first step is to determine what your marketing objectives are. What are you trying to achieve? Will aneMarketing strategy help achieve these? Many marketers using or considering the Internet have created marketingobjectives revolving around the following main goals: A. Market Expansion Many leading brands use eMarketing to build disease awareness and expand the market. This has been used successfully over the years by many leading players in key markets, including Pfizer with their Viagra brand. 13 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGY B. Increased Brand Awareness Companies could be looking to build awareness for their brands, increasing visibility in the right areas and trying to stick in the minds of others through active interaction on many different levels. C. Generate Leads/Increase Trial Companies want people to try their brands. In the U.S., Nuvaring very successfully tied an online voucher program to trial for their product with their TV advertising campaign. This brought significant numbers of new patients within a very short time. D. Drive Sales for Increased Revenue and Profit Many Pharma eMarketing campaigns are focused on the bottom line. Zyban ran a very successful eMarketing campaign in the U.K. which was able to demonstrate increased sales in the brick areas of physicians accessing the site. Lundbeck provided a very successful online patient program for Cipralex in the U.K. which helped keep patients on their treatment longer and led to measurable increased revenue (and enhanced treatment benefits for their patients). Organon and Lilly have been able to demonstrate very clear, enhanced market share and sales from their eDetailing campaigns in the U.K. and elsewhere. E. Improved Reputation Companies want to improve how others think about their brands and/or company, and want to keep the communication channels open on all social media fronts. They may also want to establish and enhance their reputation as experts in the field, and a caring organization dedicated to customers. F. Company/Personal Development Companies are looking for an Internet presence to keep in the loop on Industry happenings, improve company- wide knowledge levels, and increase understanding of what‟s important to the bottom line. 14 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGY G. Relationships with Benefits Companies are looking to leverage the closeness the Internet can bring to developing relationships for future product lines. Social media tools are built around relationships, and today‟s best company-customer interactions are based on relationships. Many online CME and KOL programs are centered on building strong relationships with the physicians, which can be leveraged for future line extensions and new brands in the future. Your online marketing could build these, and lay the basis for extracting future benefits such as sales or recommendations. People are more likely to provide you with a benefit when you‟ve taken the effort to interact with them.The most recent survey by the Health On The Net Foundation reveals fascinating and useful details aboutconsumer and physician activity online. In 2005, users surveyed looked for health information on the Internetthree times a week or more on average, in addition to their general Internet surfing and email. When seeking outthis health information, consumers gravitate towards the sites with the best perceived credibility, looking for .edusites, then .gov sites and .org sites.Other marketing objectives can run the gamut and include more specific goals like:– Educate customers– Customer-source part of your product development– Reach new channels of customers– Customer support– Market research– Establish thought leadership– Cost savings– Improve internal communication 15 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGYNo matter what your specific objective is, you must take the time to identify it, and then think it through withthe next steps.2. Identify And Then Profile And Segment Target CustomersWho are your optimal target customers, and are they online? As the first chapter of this report demonstrated,increasing numbers of patients and physicians are flocking to the Internet for medical research. But you need toconfirm that your key demographics are, indeed, online. Moreover, your market research needs to pinpoint whereyour target customers are when they use the Internet. What specific sites are they using? What activities are theyengaging in online?Doing some preparatory research into your customer base, and their usage of the Internet, will help guide yourselection of appropriate tools and activities. Analyze what your customers‟ real needs and interests are and howthese interests could be met while successfully achieving marketing goals. Can an eMarketing strategy meet theseneeds? Typically, the target audience analysis will identify who the target audience is in terms of age group,gender, education, career, company/industry, position, income, interests, hobbies, personality type, etc.The target audience should be characterized by their similarities. The simplest way to determine who the targetaudience is would be to study current customers; it is also critical to examine where gaps are: Who should be acustomer but isn‟t? Why not?This was a very integral component in the financial success of the Lasik surgery brand case study in Chapter 16.Segmenting your target customers is necessary as markets are not homogenous, and this will allow you to identifygroups with similar needs, attitudes and behaviors that will provide the most prescribing benefit for the brand. 16 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGYSegmentation can be based on customer demographics, customer behavior (prescribing, online activity,readership of magazines), customer attitudes, or a combination of these.Segmentation works by using qualitative research to determine demographics, behavior patterns and/or attitudesthat are relevant. Marketers must develop batteries of these factors to include in quantitative research as well.Using factor and cluster analysis, as well as segmentation analysis, marketers can effectively group theircustomers along relevant similar demographics, behaviors and attitudes.The value of this research is shown in the Lasik case study in Chapter 16, which identified a gap in the targetcustomers, determined why, and set about creating an online strategy to fill that gap effectively. This resulted inincreased market share, revenue and profit.3. Understanding The Target Users‟ Needs And Online ActivitiesThe marketing objectives and goals should already be clarified by the time the exact target audience isidentified. The target customer segmentation should also be done by now. Next, a careful and thorough analysisof what the target audience needs and wants, along with their potential to find the planned approach interestingor valuable, should be undertaken. There are many ways to do this, but one obvious way is to ask the targetaudience directly: Are their needs being met? What extra things could be done to make their experience a betterone?People do not mind revealing information if it will provide them with some value or benefit, or if they are in someway compensated for this data. There are many ways to do this effectively, including online focus groups,newsgroup interactions and online surveys. Pharmaceutical companies already sponsor online surveys, but thesesurveys could be implemented slightly differently to achieve far more effective results. 17 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGYOnline surveys require careful thought prior to implementation. The survey creator should have a basicunderstanding of the audience from which to start the process of developing the tone and content of the survey.The following tips should provide a starting point from which to create and analyze the survey to create a betterexperience for the users:1. Do not make it compulsory to complete a survey to enter a site. This breaks the flow of surfing and can lead to people clicking directly out of the site.2. Show users the benefits they will get from completing the survey. This can include access to a special, compelling area in the site, a reward, free information, discounts on products, downloadable software, etc.3. Show users that the more information they provide, the better they will be served (in terms of meeting their needs, etc). If they are giving more, then they must get more in return.4. Explain to users what the information will be used for and how it will be used. Ensure that they understand that their privacy will not be breached.5. Develop the questions. Ensure that the phrasing of the questions allows the maximum amount of feedback and direction possible from the users.6. Do not make questions difficult to understand and ensure that verifiers are added to check the validity of the responses. Asking the same question in different ways can allow a check of the intended meanings of responses and can also identify respondents who simply filled out the survey in return for the free giveaway without really thinking the questions through.7. Try to make the survey as easy as possible to complete by providing as many drop-down menus, etc. to save respondents time. Allow free text space in case the users‟ motivations were not anticipated, ensuring relevant data is captured.8. Ensure that the questions are phrased so that the answers always add value to the site. Many surveys pose the question, „On a scale of 1-5, how useful do you find the site?‟ This does not provide any useful, concrete information that can be used to improve the site. Avoid these meaningless wastes of users‟ time. 18 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGY9. Keep the survey as short as possible while still collecting the maximum amount of data. Respondents are likely to be busy and won‟t want to waste time.10. Take the survey yourself to ensure that it is realistic in terms of what is asked, and the amount of time it takes to complete. Typically, actual participants take double the time that the survey creator takes to complete the survey since they are reading the questions for the first time.11. Consider the best avenue for distribution of the survey. Should it be on the Website itself or should it be distributed via email?There are many other aspects worth considering when developing user surveys, but these basic tips should assistin the initial planning stage.4. Analyze The Market EnvironmentAre competitors online? What are they providing? Ensure that what you are planning is filling a need that is notbeing met elsewhere rather than merely rehashing what other sites are providing.Create something totally different and exceptionally valuable. By doing SWOT and GAP analyses of all competitorsites (including ones that compete but would not be considered direct competition as the subject area isdifferent), much information can be gleaned that will prove valuable and important.5. Choose Channels And The Best Mix Of ChannelsIf you want to achieve your goal, will a podcast achieve it or will a Facebook page drive it? Will a mix of onlinechannels best support achieving the goal? 19 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGYThe next step in an online strategy is determining what channels make the most sense for your brand. We talkabout a wealth of options in later sections and chapters. However, with this plethora of options, you need ameans to choose and optimize your choice.In today‟s complex media environment, multichannel promotion (MCP), or the deployment of two or morepromotional channels, is the status quo. Many, many decades ago, all we had was traditional selling models. Thenwe moved into multichannel approaches, with traditional selling alongside traditional marketing approaches(advertising, symposia, strategic publication programs, etc.).However, these days, traditional selling and traditional offline marketing models alone no longer work as well asthey used to, nor are they always welcomed by an increasingly busy and fragmented audience, one that relies onthe Internet for a staggering amount of business and pleasure activities. A comprehensive eMarketing campaign isoften a good way to supplement the traditional approaches to reach these audiences. As such, eMarketing alongwith traditional selling and marketing has evolved into the MCP approach.Why use multiple channels that incorporate „e‟ channels? Why not just ditch the old and embrace the new?Utilizing multiple channels (both „e‟ and „non-e‟) for promotion offers several distinct benefits: It addresses the barriers of traditional promotional channels. Physicians are limiting their access to reps, geography limits a rep‟s abilities, and internal and external constraints restrain reps. Using multiple channels, including „e‟ channels, supports and augments the rep‟s efforts and the traditional marketing efforts, but also offers new means of communication and contact. It helps reach a precise audience and reinforces the communication. Audiences need multiple contacts for a message to stick, and that applies even more in today‟s busy marketing environment. With multiple channels, audiences can receive messages in multiple ways and in different venues, reinforcing the import and content of the message. It‟s cost-effective and creates good ROI. Adding an eMarketing component to a campaign requires little investment. However, the return and the support given to other channel promotions can make it highly worthwhile. 20 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGYSo, how do you choose the right channels? This is about identifying relevant product information: Product lifecyclestage, cost of promotion, reach, market type, inclination of physicians, and availability and use of the „e‟approach. Marketers should conduct primary and secondary market research for new channels to identifyphysician or patient inclination to specific „e‟ approaches by specialty, region, and age. Research should alsoanalyze trends of usage and the impact of these, outcomes of similar campaigns through secondary searches, andthe evaluation of potential channels.The military uses a system called CARVER in order to weigh factors to find the best ways to inflict damage, whileemploying the lowest amount of available assets. In marketing, CARVER can be applied to help determine whattactics and multiple channels work the best to target your prospects effectively with a proper budgetaryassignment. CARVER is:Criticality:- How critical is the tactic to your prospect to achieve the main goal?Accessibility:- Can the tactic really reach the prospect? Does it have timing restrictions that will be a problem?Recuperability:- Do you expect a good ROI on the tactic?Vulnerability:- What is your exposure in the execution of the tactic? If you have never tried a tactic, or failed in the past, your vulnerability might be high.Effect:- How impactful or prolific will the tactic be at reaching the prospect or spreading the message?Recognizability:- Could the tactic or its message get confused with, or lost within, other tactics or campaigns?The CARVER system is best determined by team effort: Members of the strategy team rate each proposed tacticaccording to the specific CARVER value, using a five-point scale, with one being the lowest and five being thehighest. The team can come together to average the rankings and remove subjectivity from the analysis process. 21 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGYWhen choosing the best tactics, marketers must also keep in mind how they interact. How can you best allocatemultiple channels to grow the brand? Each online component needs to be viewed for their individual worth, butalso their use in a more comprehensive strategy.6. Plan ResultsYou‟ve identified your objectives and your audience, you understand your audience‟s needs, and have done ananalysis of competitors and the environment. For an effective online strategy, you now need to determine whatyour audience must do to reach your objectives. What do you want your target audience to do? And how can youencourage them to do this?You‟re looking to pinpoint the precise action you‟re seeking from customers, guiding the later creation of anappropriate and effective call to action in all your messaging. If people are not doing what you want them to do,consider why.Perhaps you are distracting them with too many options? Consider when you are driving somewhere. You see asign „No Parking‟, then another sign „No U-Turn‟, then another sign „Go Slow‟, and so on. Notice that all of thesesigns are not all bunched up together. Do the same for your target customers. Give them clear direction. Givethem a one-way sign that is simple, clear and non-distracting.Consider another real life example. Say you have a dog. You give the dog a bone and they will take it. You givethem 2 bones and what will they do? They will sniff one bone, then the other, go back to the first one and thenback to the second, back, forth, back, forth, and so on. This is the curse of choice. And, we are not a whole lotdifferent from dogs in this way. Okay… I am not trying to be insulting here, so maybe I should give another lessinsulting example. 22 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGYThink about what you want to eat at a restaurant when you receive a menu in a restaurant you have not been tobefore (and, therefore, are unfamiliar with the menu). Your brain will go through a whole heap of items andeliminate quite a few before settling on the top options (or at least, that is what my brain does…).But, sometimes, the choice is too great and the more the brain has to eliminate, the more difficult it becomes tochoose one thing. Customers faced with innumerable choices on your Website may go the same road but, unlikebeing in a restaurant, they can just leave and think “See you later, I need to think more about this - where is thedoor?”We all want choice but we don‟t want the nuisance of having too much to choose from. Think about the quotationattributed to Henry Ford (wrongly) where he was meant to have said “People can have the Model T in any color –as long as it is black”.Choice is good, but not so much choice that you are totally confused. You don‟t want to alienate your customersnor confuse them.You want your customers to act but you want to make it easy for them to choose what they want to do. And justbecause I like the movie, as the Merovingian said in „Matrix Reloaded‟, “Choice is an illusion, created between those with power and those without… Our only hope, our only peace, isto understand it, to understand the „why‟. „Why‟ is what separates us from them, you from me. „Why‟ is the only real social power, without it you are powerless”.We want more but our brains don‟t want too much effort. Don‟t make the options for action too many in whateverchannels you implement. 23 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGY7. ImplementationAll the careful planning in the world is no good if the implementation fails. Implementation must be executedwith careful thought, planning and checking. Content must be thoroughly planned with objectives in mind. Designand usability must also be planned carefully with the target audience in mind. For a multiple channel eMarketingcampaign, implementation involves putting everything together and planning for next steps. Marketers shouldfocus first on a pilot study, and then spread the campaign wider, as the chart below shows. 24 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGY8. MarketingAn effective and targeted marketing plan of your strategy (with clear quantifiable objectives) should be createdto ensure that the target audience is aware of what you are offering, and are able to find it easily. Using a mix ofonline and traditional media is the best approach when marketing an online strategy. Ensure that peoplesearching online for the information you provide will be able to find it easily in the overcrowded sea of health andmedical information. Many potential users are not searching for what you are offering, but if they heard aboutsomething valuable, interesting or beneficial in some way to their needs, they would make the effort to go onlineto find it. This audience needs to be marketed to in the media they frequent both online and offline, and themarketing should be ongoing and consistent for maximum results.9. Measurement And OptimizationThe only way to determine the effectiveness of the site is by measuring results. Every eMarketing plan shouldinclude a proposed method of measuring results and how that method will demonstrate that the objectives arebeing met. Although many marketers view Internet tools, particularly social media, as immeasurable, ameasurement plan can, and must, be put in place.Instrumental to a measurement plan is your objectives and the actions you want from your specific audience.With these carefully stated and honed, you can determine and develop the best way to measure your efforts.Naturally, the form of measurement that each company chooses largely depends on their original goals andobjectives for the site. What was the goal and is it being achieved? The method for measuring the results willvary, depending on the aims of the site, but can include things such as measurement of increased sales, increasein the number of new customers and improvement in customer retention, to name but a few. 25 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 2: CREATING AN EFFECTIVE ONLINE STRATEGYEvaluation of the campaign will involve pinpointing objectives and expected outcomes, both in terms ofqualitative parameters and quantitative Key Performance Indicators (KPIs). With this evaluation, marketers canthen perform some fine tuning and modification of the campaign and the KPIs themselves. For these multiplechannel campaigns, KPIs can include: Improvement in reach and coverage Change in effort of direct promotion Post campaign outcomes (market share change, RX share change) Change in relative financial impact across channelsBy using the results of your evaluation, and considering the priorities of your company, you can develop scenariosof campaign tweaking. Optimization could be realignment of the current mix, allocation of budget for newchannels, or more. If you are confused about how to do this, one option that can effectively handle this is theEularis 94.8 System.We will discuss measurement and optimization approaches for Pharmaceutical eMarketing in much greater detailin later chapters. The creation of an online strategy is the critical first step in utilizing the Internet for optimalresults. The strategy is your framework. To build on that framework, to develop the best campaign, your nextaction is to think about your messages in an online setting in greater detail. In the next chapter, we turn to thenecessary considerations for online brand building. 26 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 3: BUILDING A TRUSTED ONLINE PHARMACEUTICAL BRANDBranding is everywhere, and physicians and medical consumers are now faced with more choices than everbefore. But what makes someone choose one brand over another?Branding can make things easier for the physician. When faced with many choices, they are more likely to turn toa brand that they know and trust. It serves as something dependable and familiar, saving time and trouble. Thismeans that there is now an even greater need than ever before for companies to create strong brand recognition.Ted Leonhardt of the Leonhardt Group once stated “Branding is an emotional shortcut between a company andits customer”. It is this shortcut that the physician (and medical consumer) is looking for when faced with manychoices. This is especially true when marketing Pharmaceuticals as side effects and potentially lethal outcomesmake the choice of product even more important than many other product categories.How do marketers ensure that it is their brand physicians and medical consumers choose repeatedly? By examiningthe best practices for an effective brand, we can determine how online marketing must be crafted, and howeffective online marketing can further create and reinforce this power brand.BRAND MANAGEMENTA brand is not simply the name of a Pharmaceutical product, but rather the value the drug has for physicians andtheir patients. Brand management can often mean the difference between a successful or unsuccessful venture.However, misconceptions about what branding actually is can stand in the way of effective brand management.The two most common misconceptions about branding are: 27 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 3: BUILDING A TRUSTED ONLINE PHARMACEUTICAL BRAND(1) Brands and brand images are relevant only when purchase decisions are „irrational‟ or „emotional‟. They have nothing to do with markets populated by highly sophisticated and experienced customers, nothing to do with purchase decisions based on benchmarking studies and objective performance data. Wrong! Any brand that is successful is so because the consumer views it as a promise of receiving a certain type and level of value. This value can be a complex issue and not narrowly defined in terms of quantifiable performance data. Clearly, high- tech and Pharmaceutical brands do clarify exactly what objective (and clinical) performance data is to be expected. However, with most competing Pharmaceutical products, there are usually factors in each drug profile that provide advantages or disadvantages over their competitors – making the product choice not a clear-cut one based on performance data alone. Many „emotional‟ factors can also be called into play in this arena, making the brand an important part of the overall process. If people know and trust a certain brand name, and it is associated (either quantifiably or emotionally) with high quality clinical data, then it has a strong competitive advantage over unknown brand competitors. No matter how objective physicians like to think they are, there will always be a certain „emotional‟ bias towards the known branded product. The bottom line is that a rational decision is one based on maximizing value, and value can be based on an objective or subjective decision.(2) Brand management is best left to the marketing or sales departments; it‟s not central to the technical direction of the company. A brand is just a logo, trademark, slogan or ad campaign, and marketing handles those things. This ignores the fact that the foundation of all marketing is creating and nurturing a promise of value to a customer and delivering that promise. If all functions within an organization are not working together towards the same goal of creating a single promise of value, the customers won‟t buy in to the product or brand. This requires much more than an advertising campaign or slogan. Firstly, it requires knowing what to promise to whom, which requires the ability to assess the potential of relevant compounds and anticipate its customers‟ needs (before the customers are aware of them). These needs must be fulfilled by everyone involved in the company, as well as the wholesalers and resellers. 28 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 3: BUILDING A TRUSTED ONLINE PHARMACEUTICAL BRANDBRAND PLANNINGTo effectively manage a brand, marketers must plan from beginning to end, and realize a brand is not a brandwithout a set of tangible or intangible benefits associated with it. This goes beyond being simply a renownedproduct name. The real value of a brand is at the heart of a strong relationship with the customer.To manage a brand effectively, marketers must conduct pre-planning, analyzing the market for profits, needs,consumer values and behaviors. Marketers must determine the current promise of value, and make a commitmentto continually refining the promise of value.They must enlist the entire company by determining what the various business functions must accomplish to makegood consistently on the promise of value. Managing a brand means differentiating the product and creatingdistinctiveness, as well as injecting personality and presence into the brand. It must also include measurement.By instituting measures of brand performance throughout a lifecycle, marketing can be honed and a brandimproved.Because the relationship with the customer and the promise of value are central to the branding process, BrandManagers often ensure that their brands are symbolic of a certain attitude or approach, or related to a highinvolvement issue. This ensures that the brand is associated with much more than just the product they representin order to create a stronger relationship. Pharmaceutical products already have associations with high-involvement issues that can be leveraged effectively to be associated with particular attitudes and approaches.Branding campaigns to involve the physicians (and medical consumers) and develop high-involvement relationshipscan be planned in many ways. Two common approaches used are „affinity‟ branding and „dispositional‟ branding.These can be used successfully in combination with Pharmaceutical product branding. 29 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 3: BUILDING A TRUSTED ONLINE PHARMACEUTICAL BRAND Affinity Branding Most commonly used in Pharmaceutical marketing to physicians, affinity branding builds trust and credibility through another entity‟s brand, done simply by using a known and trusted name or an explanation of a relationship with such an entity. Usually, in Pharmaceutical marketing, this is achieved by associating a product with a high profile Opinion Leader physician(s). When marketing prescription products, Pharmaceutical marketing departments often enlist the help of Opinion Leader physicians to create advocate panels and advisory boards. The Internet allows many opportunities to utilize affinity branding in this way. Dispositional Branding This branding, on the other hand, is more a type of branding used to associate a brand with a particular mood, situation, emotion or disposition. It‟s extremely effective in branding particular drugs, especially OTC drugs. Non-Pharma companies use dispositional branding very effectively. An example would be: which brand would you use if you had a package that you had to get to someone overnight? Even though FedEx does not use this slogan on its Website, it is still firmly entrenched in the minds of many consumers, thus showing it to have been an effective dispositional branding campaign.Some brands overwhelmingly succeed in integrating their brands with the consumers. The consumers integrate thebrands they buy with their own identity. This is done more often in non-Pharma branding but can also be aneffective model for Pharmaceutical companies to consider.Harley-Davidson is one brand that has created this kind of allegiance and loyalty, inspiring devotees to eventattoo the logo (or „brand‟ it) on their bodies. Its brand is a kind of identity badge for its users and signifies farmore than a motorcycle. Another excellent non-Pharmaceutical example of the brand as an identity marker isfrom General Motors. 30 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 3: BUILDING A TRUSTED ONLINE PHARMACEUTICAL BRANDThe initial Saturn ad campaign called it „a different kind of company, a different kind of car‟. The car receivedincredibly positive press coverage, and consumers and supporters were made to feel part of something specialthrough a „Saturn Owners Club‟ database and other perks.This online community of car owners further boosted word-of-mouth support for the car, and now there are manySaturn Owners Club Websites.This same basic model can be applied to marketing Pharmaceuticals. Many companies create „advocate panels‟and „advisory boards‟ of Opinion Leader doctors. This allows the doctors to feel special, invited to be „in theclub‟, and boosts the doctors‟ support of the product and their word-of-mouth marketing.The key in these examples is that the brand marketers succeeded in creating a feeling of belonging to the peoplethat buy or advocate the product. Most people want to belong to something that they feel is worth belonging to.Of course, in Pharmaceutical branding, there can be sensitive issues that often need to be confronted.No matter how proud someone is about their choice of drug and its relieving effect upon their symptoms, thereare good reasons that they probably will not wear a T-shirt saying „Zovirax – the Herpes relief that worked forme‟. If the branding is done in an interesting way – with more of an attitudinal approach – online „clubs ofsufferers‟ can be created successfully.Ultimately, if the brand establishes a strong affinity with its customers and their needs, then it can establish acommunity of interest around the brand. This can be leveraged in many ways and can be especially effectiveonline. 31 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 3: BUILDING A TRUSTED ONLINE PHARMACEUTICAL BRANDONLINE BRAND BUILDINGBranding is often created and reinforced within the minds of the physicians (and medical consumers) in two basicways: indirect messaging or direct experience. Both must reinforce each other. Indirect Messaging Traditional brand building often uses „indirect messaging‟, which is the repeated use of slogans and images to condition the customers to the brand. This includes advertisements on television, logos on products, etc. To have any impact, these must be repetitive and carried out over a long time. It is frequently said in advertising that consumers need to see an advertisement seven times before they consciously notice it. However, although it is a time-consuming and expensive process, it is not difficult to design and implement. Direct Experience Direct experience branding is what it says – directly experiencing the brand and what that means to the physicians and their patients. This is usually more effective than the indirect messaging approach and, if the interaction is positive, then the brand equity that is built can often be far more potent than from indirect messaging branding. However, this type of branding is often more difficult to design and implement.On the Internet, the branding process moves from presenting a brand to experiencing a brand. Ultimately, if thebrand experience successfully establishes a unique and positive relationship with its customers and their needs,then an online community of interest around the brand can be rapidly created. The whole social media revolutionhas happened because of experiencing the brands!Brands can be established far more quickly on the Internet than in traditional media. To be really effective,Internet branding is best carried out as direct experience branding. This means that traditional methods ofInternet advertising – such as banner ads – are simply not enough to build brands online effectively. 32 © Copyright 2011 Eularis
  • SECTION ONE: INTERNET, eMARKETING AND BRAND BUILDING BASICSCHAPTER 3: BUILDING A TRUSTED ONLINE PHARMACEUTICAL BRANDBranding ultimately has to be more than simple brand awareness, since awareness alone will not change behavior.Using the Internet, the brand can now interact with its customers. If one can design a positive and exciting onlineexperience that fits with the brand‟s attitude, and that the consumers think they cannot get anywhere else, onehas the beginning of a successful branding experience online. This can drive targeted users to a site, keep themthere interacting with the brand, create strong bonds between the consumers and the brand and, ultimately,build a strong relationship and brand loyalty.The principles behind branding can guide an effective online strategy and the selection of channels. In the nextsection, we take a step back, examining the Internet past and present, and exploring the range of optionsavailable in Internet marketing. 33 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 4: WHERE IT ALL BEGAN: WEBSITESFor at least a decade, the Website was the foundation of Internet marketing strategies. It represented the homebase, the „never closed‟ default for consumers to learn about a company‟s product, interact with a brand andengage with a company.However, these days, Websites seem to be waning in importance as the core marketing method. The evolution ofthe Internet to today‟s social media world has had far reaching consequences, especially for marketers. Newmedia and new tools have become so powerful and versatile that the role of a static Web page is lessening.Does the Website still belong in a complete eMarketing strategy? The answer is a qualified “Yes”. However, if theWebsite is simply an online brochure, then its day has come and gone. Today‟s Websites must be dynamic,attractive and ever-changing, a source that grows for and with your consumers. In this chapter, we‟ll examinewhat makes this type of Website powerful, and how it can be used in your marketing strategy.WEBSITES - PAST, PRESENT AND FUTUREOver the last decade, many designers, gurus, analysts and marketers have turned many Websites into a mess.Companies are focusing on Flash intros, creating noise and buzz everywhere, with little substance. What gets lostin the shuffle is the site‟s purpose, the site‟s audience, meeting the audience‟s needs, and still meeting theobjectives of the eMarketing. As a result, many Websites are worthless.It pays to think about why people seek out Websites today. Visitors are trying to accomplish something that mayseem simple but can be very complicated and frustrating. They‟re seeking information, education, interaction(and often shopping), given in a respectful, meaningful way. They want value. They often want to make apurchase decision and feel good about that decision. Instead, what they often get is unclear, unorganized andunattractive surfing sources. 34 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 4: WHERE IT ALL BEGAN: WEBSITESWhen done wrong, using the same tactics and ideas from the last decade, a Website pales next to other marketingefforts, and can even detract from the overall marketing strategy. But when done right, a Website can be anintegral component of marketing efforts for a Pharma brand.To do a Website right, some new thinking is needed. Rather than a simple digital collateral piece, a Websiteshould be considered a presentation medium. Conceived this way, the Website becomes a platform, a means touse text and video to present the message that the audience is seeking in a meaningful way. It allows you to tellyour story in a way that feels organic, credible and provides value to audiences.ELEMENTS TO PLAN FOR A WEBSITEThis idea of the Website as a presentation medium can be taken quite literally, by creating a well-crafted Webvideo as the primary means of communication on your site. However, the ideology can also apply to any contentyou choose to put on your site to spread your message.It all comes down to the old maxim, the phrase that has been drilled into our heads for good reason: „Content isKing‟.Without good content, a Website is a waste of space and time. Without good content, presented in a meaningfulway for the intended target audience, your chance to effectively communicate with consumers is lost, and youropportunity to stand out from other companies squandered.1. Website ContentWhat makes for good content? It‟s the message and the means: 35 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 4: WHERE IT ALL BEGAN: WEBSITES Customer-Centered. It‟s a basic marketing idea, but it still can get lost in the shuffle. Your prospects will only be engaged if they find content that speaks to their needs and provides solutions to their problems. Talk less about the company and the product, and more about customer needs and concerns. Communication On Multiple Levels. Your site must reach your audience in rational and emotional ways. Your brand relies on both, and effective presentations (whether in business or entertainment) manipulate both. By utilizing both, your audience is more engaged. Perspective. Think about why we use the term „audience‟ to describe the people we‟re trying to reach. Audiences at movies, theatres and other settings want to be informed and entertained. So do consumers. By consistently viewing your target market as an audience in every sense, you‟re keeping presentation in mind. Focus. Websites should not be a dumping ground for every fact and feature you can come up with. Instead, the site should hone in on the most important elements of your product and your story. Keep it focused, keep it simple, and your audience will remember and go through the action steps you want them to. Words And Performance. Express your message with carefully chosen language that conveys unforgettable meaning. But don‟t stop there – choose words and performance styles that communicate personality, the type of character that you want to be known as. Psychology. Your site is about more than a product and a pharmacological solution. It‟s about making your consumers and your audiences feel something. The way your content is delivered can impart a feeling of comfort, security and wellness for visitors, feelings that will strongly influence purchasing now and loyalty in the future.Content is key to taking advantage of a Website‟s potential. To move past the limitations of today‟s sites, andstay relevant and necessary for audiences, your design should be created around this content. 36 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 4: WHERE IT ALL BEGAN: WEBSITES2. Website Development And DesignCreating a site for today‟s Internet inundated population should be like constructing a building. A structure ismade for a specific purpose, and heavily planned before the first shovel of dirt is removed. A Website is made fora specific purpose (your marketing and sales objectives), and should be planned thoroughly with a blueprint andwireframe before any coding begins.When you have determined the message you want to convey, and all the means you will employ to convey it, youhave a blueprint. A wireframe takes that blueprint and translates it to a road map that shows how your contentwill flow throughout the site, and how visitors will travel through. To make sure your organization and navigationworks the best, some rules that have survived the decade still apply:• Organize text by highlighting keywords, making bulleted lists and keeping paragraphs short.• Develop a navigation that makes sense to your USERS, not your internal team. If users can‟t find the key pages they expect on every site, they‟ll give up and move on.• Provide constant means to answer questions as readers have them. Today, one of the best means of doing this is Live Chat. A visitor clicks on a link or button, which opens an instant message chat area. Visitors can pose their questions to the support staff online and receive immediate feedback and answers.After setting out content and organization, you can dig in. Creating the look and feel that will help communicateyour message, fit with your branding and attract viewers is a delicate endeavor. By far, the best investment youcan make in this area is to enlist an experienced designer or development firm.An experienced firm or designer should know industry best practices, Google guidelines, the best colors to use foryour audience, the best applications to use for your needs, and the best ways to increase traffic. However, yourdesigner may not always be right. 37 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 4: WHERE IT ALL BEGAN: WEBSITESSometimes you may find they are pursuing an award in their industry (hence the overused flash) rather than whatyour target audience needs, so these should always be tested with the target audience and not just internally andwith your agency.Also, well prepared Websites should be scalable for your future and your growth.3. Marketing The SiteThe hallmark of a successful site is not its completion. Like any product, a Website must be effectively marketed;without marketing, the audience will never know about the excellent and useful site just around the Internetcorner. Online Marketing of Your Website: The Old Ways Over the last decade, the best practices for publicizing a site have moved and changed many times over. The old techniques of strategic linking, email signatures, direct opt-in email announcements, sponsorship, interstitial ads, and a myriad of other methods, have their place and can still be found in many successful campaigns, along with more powerful adaptations and shifting rationales. However, the cornerstone of online marketing from the old guard that still remains critical to get right today is search engine optimization. The majority of Internet users still locate sites by using search engines. This means that the traffic gained from search engines is from people searching for the specific information the Website offers. While the days of keyword stuffing and meta-tag overload are (thankfully) waning, expert designers can develop organic means of optimizing sites for Google and other search engines. 38 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 4: WHERE IT ALL BEGAN: WEBSITES Online Marketing of Your Website: Newer Approaches What replaces the old methods of marketing Websites? Expansion into new online channels, pushing your Website out into more interactive, valuable marketing. “Websites to go”, where the content is in distributed places and not simply the Website capture engaged, active and passive seekers of information, offering convenience, immediacy, relevance and, ultimately, higher ROI. Key examples are: RICH MEDIA BANNERS. The banners of yesteryear have become much richer in technology and value, giving readers and advertisers a better experience. Virtually any content/experience can be in a banner today, including video, live feeds, live chats, forms to download, and much more. With advanced technology, the banners can stretch over multiple pages and expand in various formats, without ever leaving the page of origin. Endo Pharmaceuticals‟ MenstrualMigraine.org, for example, captured potential customers by offering in-banner quizzes located on key sites: Quiz results that indicated the potential presence of menstrual migraine offered additional information and links to the site. Rich banners can achieve the objective of bringing prospects to the branded Website, and can also offer an easy way to become a customer. NuvaRing offered a free trial voucher in their banner ads, resulting in 600,000 coupons printed and more than 50,000 new users. SOCIAL MEDIA/NETWORKS. With astronomical growth, social networks like YouTube, Facebook, LinkedIn, and many more, have become an omnipresent fixture in many target audience members‟ lives. Social media is a great method of Pharmaceutical marketing in general (as we‟ll discuss in more detail in Chapter 6), and a phenomenal “Website to go”. It‟s cheap and provides high ROI on marketing investments. It imparts personalized experiences to users and creates higher engagement. It‟s highly targeted, with the ability to tap into behavioral, demographic and psychographic profiles. Ultimately, consumer recommendations are the most trusted form of advertising in the world, and the more people discussing your product in blogs and networks can translate to powerful word-of-mouth. A prime example of using social media to drive people to the branded Website is the YouTube contest held by Novartis. The company challenged people to create videos expressing how they feel about the Flu; winners could get a cash prize, but all were exposed to Novartis and their Flu medications. 39 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 4: WHERE IT ALL BEGAN: WEBSITES MOBILE MESSAGING. In the U.S. alone, 3.3 billion active cell phones are being used. Of adult Americans, 58% have used a cell phone or PDA to do at least one of ten mobile non-voice data activities, such as texting, emailing, pictures, maps, or recording videos. Today‟s mobile phones are bridging the gap between the laptop and the cell, with full and rich PC- based browsing experiences. As such, companies no longer have to worry about separate formats but can have confidence in the “true” Internet brought to the small screen. Banners, social media, and all other forms of Driven- driven marketing, can be accessed between calls and used to drive people to the branded Website. MINI SOFTWARE APPLICATIONS. In terms of “Websites to go”, mini software applications are attractive for their interactivity and ability for users to tailor to their needs. They allow Pharma to extend their reach, to market in a decentralized, syndicated fashion via the health portal and social hubs. Finally, they encourage ongoing relationships with customers via utility and/or inspirational tools. We discuss these tools in more detail in Chapter 6, but herewith a few examples: 40 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 4: WHERE IT ALL BEGAN: WEBSITES  Widgets are mini-applications designed for a highly specific purpose. Whether for entertainment (Facebook game applications), function (desktop widgets allowing easy searching on online travel booking sites), or other purposes, widgets enhance the Internet experience and give users targeted tools.  Wikis are repositories of information, developed and policed by users. As the most famous example of wikis – Wikipedia - demonstrates, wikis are built on the power of collective intelligence. In a smaller, private corporate setting, wikis can be great tools for project management, brainstorming and informational hubs. 41 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 4: WHERE IT ALL BEGAN: WEBSITES  Bookmarking has gone social. While in the past, Internet users relied only on their home machine and specific browser to keep track of their favorite links, social bookmarking sites like Delicious and Digg allow users to keep their favorites online, share with friends, and even rate a site‟s usefulness. CONDITION CENTRE SPONSORSHIPS. Sponsoring WebMD or other highly trafficked healthcare centers is not as effective for a driving-to-the-site strategy as few users will click on sponsorship ads. However, these high impact ad placements in condition centers can deliver a brand experience. With this you can get more cost-effective delivery of lift in key brand metrics as a result. Using OffLine Marketing To Market Your Website Depending on the site‟s content, and especially for many therapy areas targeting a more mature generation, there is a large audience who may also find what you are offering useful but are not surfing the Internet regularly. Remember that you are marketing a product, and the marketing should be targeted to the users wherever they are gathered. Therefore, the same offline marketing and advertising tactics used for products can also be used to market Websites. These include advertorials and editorial placement, news releases, print ads, radio and television advertising, conference and seminar utilization, workshop creation, events, newsletters, etc. These people may be reading journals and magazines, attending conferences, participating in meetings, travelling, writing prescriptions, and receiving the occasional email newsletter. These people should also be marketed to. They should not be ignored simply because they are not using the Internet regularly to seek information relevant to their needs since the Website may be very useful to them if they were aware of it. 42 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 4: WHERE IT ALL BEGAN: WEBSITES The now famous site „e-Bay‟ has been marketed extensively offline and many now-devoted users claim that they specifically got connected to the Internet to be able to use the site! If the target audience read particular magazines or journals, then advertorials or advertising in those magazines, leading people to the Website, is important. If they attend conferences, then materials or symposia directed towards the usefulness or topic of the Website can be effective. If the target audience travels a lot, so should the Website marketing. If they tend to watch particular television programs, then that is somewhere that you must advertise the Website. Ensure that the site has good and visible spokespeople and supporters (and evangelists). Just as when a Pharmaceutical product is marketed and Opinion Leader support is enlisted, the same can be done for a Website, and not just in the online media. Any good agency will ensure that the site enlists the right supporters to give it credibility and media attention. They will always attempt to put those people in the right places (both online and offline) at the right time so that the target audience can be informed by them and not only by you. Develop multiple messages which work in different media, rather than just saying “Use our Website because it is the best Website for all aspects of Neurology”. Be creative as it is sometimes difficult to attract media attention just by being the best. There must be several interesting angles that could interest the media, and the more ideas and angles around the Website, the better the chance to secure media space. Naturally, it is more difficult to gain target audience participation using traditional media, so this must only be the beginning. 43 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 4: WHERE IT ALL BEGAN: WEBSITES Once the target audience is motivated to visit the Website, it should allow them to interact and dig deeper to get the information and experiences that they need. The Website should act like a real salesperson - once the user is at the Website, their preferences should be discovered, they should be able to ask questions, get detailed information, voice concerns, etc. Ensure that they can! Websites, done right, are still powerful tools to speak to consumers and physicians. They have evolved, as the Internet has evolved. In the next chapter, we‟ll take a look at a major landmark along that evolutionary path. 44 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNINGIn the last decade, Websites were the primary online means of gathering attention from consumers andphysicians. However, as the decade progressed and technology evolved, new Internet tools emerged for veryspecific and necessary marketing functions: reaching physicians and improving operations. eDetailing andeLearning provide Pharma companies brand building through better interactions with physicians, and moreeducated and organized companies.Today, these tools still represent powerful methods of pushing past today‟s sales gridlock and opening up brandnew paths and prospects. In this chapter, we examine the theory, practice and future of these two eMarketingmethods for physicians.PART 1: eDETAILINGToday‟s Pharma environment is characterized by massive marketing effort put behind detailing, but adramatically less receptive audience. As a means of maximizing sales force efforts, cutting costs and actuallyreaching physicians, eDetailing is a popular tool.Simply put, eDetailing refers to a method of detailing using digital technology and interaction with the physician,whether it‟s remote live discussion with a sales rep, scripted interactions with a Website, Interactive VoiceResponse phone calls, or an increasing array of other options.eDetailing is designed to educate the physician about products and interact with the physician to answerquestions regarding their individual information needs. It can also be used to offer samples, encouraging productusage and increase prescriptions written. 45 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNINGThe original eDetailing formats include: VIRTUAL LIVE eDETAILING The original version of this approach consisted of the doctor being provided with a pre-configured personal computer and a webcam to call up the sales rep. The sales rep and the doctor would then be able to not only view each other via the webcam, but also call up identical online content to discuss. Incentives were always given and the physician had an agreement to call a set number of reps at a set frequency per month. During each call, arranged by the physician, the doctor and sales representative discuss, view and listen to a multi- media presentation about the product based on the doctor‟s preference, and have the opportunity for discussion. Aptilon‟s AxcelRX, as an example, utilized by a growing number of Pharma companies, offers live video linking physicians with online sales reps, offering live interaction with a dynamic presentation of scientific and sales materials. Today, this method has morphed into a co-browsing approach. Instead of using a webcam, the physician discusses the online content with a sales rep (either their regular one or a call-centre based one) over the telephone. This is called „Telephonic Co-Browsing‟. This, of course, nicely side steps the issue of providing a webcam (which is above the amount allowed to be given to a doctor as stipulated by the promotional code and various regulations in all countries). SCRIPTED eDETAILING The physician launches a sponsored learning application on their computer in this scenario. The scripted detail will often consist of a series of interactive screens with multi-media information about the product, including research evidence, clinical practice guidelines, prescribing information and patient advice. The physician must answer questions about each section, which then brings them onto the next section. Without the questions and interactive component, these are essentially brochures and do not have the desired impact that can be gained from eDetailing. Again, an incentive is provided and the doctor walks through the presentation on his or her own; a sales rep is not available in real time. 46 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNING eDETAILING WEBSITES Usually developed by independent sources, these systems vary depending on appropriate physician targets, physician prescribing behavior segmentation and information supplied to physicians. They essentially are scripted eDetailing approaches but specialize in eDetailing for multiple companies and brands. PHARMACEUTICAL COMPANY eDETAILING SYSTEMS Provided by the Pharma company with preloaded equipment and content, this system can be a variant of any of the methods above. Individualized software solutions systems are often created in-house these days as well. This also allows integration with the existing IT platforms. MESSAGINGTO PHYSICIANS‟ HANDHELD COMPUTERS This arena has begun and is expected to be an eDetailing growth area in the future. OTHER APPROACHES Other variants of these systems are „Call Me‟ buttons installed on the physician‟s computer or on a Website. These systems require either a call-centre link or a link to a sales representative‟s mobile phone. The physician (who is already pre-identified through a verification system) can click on the „Call Me‟ button, activating the specific sales representative to make a call. Choices as to whether physicians want the call immediately or in some specified time interval (e.g. 15 minutes, 30 minutes, etc.) can be chosen.How important is eDetailing in today‟s marketing environment? A study by Verispan in 2007 showed 80% ofphysicians participate in eDetailing initiatives; even more telling, 20% of physicians have completely substitutedeDetailing for personal sales calls. More and more, Big Pharma is taking notice.Merck, OrthoMcNeil, and more, have signed on for major eDetailing programs with companies like Aptilon. As aresult, Merck has slashed promotional spending 9% since 2005, and estimates an additional 15-20% saving by 2010. 47 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNINGAside from overall development of the Internet in everyday life, there are three direct drivers behind the growthof eDetailing:• Falling effectiveness and increasing costs of sales representatives• Increasingly busy doctors with little time to see reps• High connectivity and acceptance of the Internet by physiciansMeasuring ROI with eDetailing campaigns is essential to the success of these endeavors. The benefits of usingeDetailing need to be judged by overall bottom-line improvement. eDetailing can often be calculated byinadequate measures such as „intent to prescribe‟ and other intangible methods, but must have a thoroughanalysis of costs and financial return, like all other sales and marketing.To enable a true measurement of ROI, companies must start at the beginning and make the best choices inplotting an eDetailing program. To yield high ROI, companies need to determine if eDetailing is appropriate forspecific products, physicians and countries. These considerations must be made prior to developing or buying aneDetailing system. Some key points: Drug Lifecycle. eDetailing will suit some stages in the lifecycle better than others. Many marketers regard the early and later stages of the lifecycle as ideal for eDetailing. This is interesting as doctors are more rational prescribers in early and late lifecycle, and more emotional prescribers mid lifecycle. Perhaps the fact that eDetailing can support promotion with information-rich detail, including complex facts communicated with graphs, 3D tools, and supports doctors when they are in more ration phases of prescribing? Physician Targeting. Physicians must be chosen carefully for the eDetailing program as some physicians are clearly better targets than others for the method. Groups of physicians that often yield quick and high ROI are high volume/low brand prescribers, followed by mid volume/low brand prescribers, while those in geographically remote areas, specialists in areas not often targeted by reps and those physicians that are notoriously hard to reach in the hospital, although not a quick ROI win, are often good to target for longer term ROI gains. 48 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNING Cross-channel Integration. eDetailing should be integrated with sales rep activities to leverage multi-channel communication. It should also complement field force efforts in terms of relevant messages and consistent design.CHOOSING METRICS AND CALCULATING ROIROI is crucial for a profitable and effective eDetailing campaign. But what metrics can accurately encapsulateeDetailing‟s return on investment?The metrics used in calculating ROI will be directly related to the objectives set by planners and marketers. Someof the most common metrics include:o Length of detailo Number of details per dayo Effectiveness of each detailo Cost per detailo Number of increased prescriptionso New prescription market share increaseTo get from these metrics to ROI, we must consider time. Return on investment is truly capturing the effects of amarketing investment over time. To determine the ROI for eDetailing, two main timeframes are often used:o Short-term (2 to 3 months). This is usually used for a defined product marketing campaign.o Long-term (12 to 24 months). This takes into account all investments in technology and infrastructure. 49 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNINGWith a timeframe line - as well as baseline figures that could include detail length, detail cost or prescriptionlevels - the numbers can then be plugged into a formula to determine ROI.An example used by us in the past is detailed below:pRx = profit from prescriptions written as the result of eDetailing (could also use revenue)Rx = base line profiti= initial investment in eDetailing technologiesn= number of eDetails completedc= cost per eDetail excluding initial investment(pRx – Rx) = a (profit attributed to eDetailing)(i / n) + c = b (actual cost per eDetail)bxn= c (cost of campaign)(a / c) x 100 = %ROIIn this example, by measuring the incremental profits from increases in prescriptions written as a result ofeDetailing, and then dividing these by the cost of the eDetails added to the development of the program, an ROIfigure can be reached.Now – who should measure ROI? The Pharmaceutical company is often responsible for their own calculations. Dueto a lack of internal resources and technology expertise, companies commonly outsource the ROI role toindependent groups.This process is actually beneficial, lending integrity and impartiality to the data collection and analysis process. 50 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNINGROI CASE STUDYA case study of an eDetailing program for a U.K. company demonstrates the ability to capture ROI, and the highlysuccessful nature of that ROI. This company had a product in the early to mid lifecycle in a crowded market. Salesvolume was declining. Despite ongoing marketing and detailing activities, research showed spontaneousawareness of the drug at only 26% and little awareness of a key treatment window. The company wanted tocommunicate a new indication, and boost awareness of the drug and its key treatment details. However, anincrease in sales force was impossible.To meet the company‟s objectives in a tightly constricted setting, time was devoted to crafting strategy andplanning measurement. An eDetail program was created and implemented in 2 waves over a 2 year period; thefirst comprised of 2 weeks and the second consisting of 6 months. The company used key metrics to track theprogram and calculated various forms of ROI measurement to ensure maximized cost-effectiveness while stillmeeting objectives.Results were striking:• Costs per eDetail were 75.6% less than the cost of a rep visit.• Two weeks of eDetail activity was equivalent to 52.6 sales reps FTE during that time.• Sales grew by 21.9%, 3 months pre and post eDetail (as measured by IMS data).• The Detail was spontaneously recalled by almost two-thirds of the surveyed Non-Target GPs. Additionally, the treatment window was the most spontaneously recalled eDetail item.• Most current non-users stated they were now „quite likely‟ to start prescribing the product, with 69% stating they were „very‟ or „quite likely‟.• Physicians were reached rapidly (in a 2 week period, 2375 took part; 1455 completed the eDetail). 51 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNINGTo further demonstrate ROI, doctors were matched on many parameters and organized into 4 groups:• No eDetailing or sales reps• Sales force contact only• eDetailing only• Both sales force contact and eDetailing contactThe results found that the group receiving sales reps increased sales, but by 9% above baseline. Those physiciansthat received contact simply through eDetailing increased sales significantly by 43%. Finally, those that receivedboth types of contact increased sales by 71%. By carefully implementing and analyzing the eDetail program, thecompany discovered all their objectives were met and that their investment had yielded a cost-effective channelfor raising product awareness, SOV, sales and Rx value.While eDetailing has the reputation of ROI difficulty, this is not the case. Companies must initiate programs tomeasure return on investment. When calculating ROI, it is important to ascertain which products are mostsuitable, which physicians should be chosen to participate, format of eDetailing and which markets to pilot infirst. Other areas to consider are which metrics to use to measure the ROI, how these metrics are used and whowill calculate the ROI. With ROI measurement, eDetailing can be revealed as the important marketing tool andthe effective Rx builder it is.eDETAILING SUMMARYThere is no doubt that detailing directly to the doctor serves an important purpose. Physicians want and needinformation from the sales representatives – but on their own time and their own terms. eDetailing can providephysicians with a more convenient means of getting the information they want at a time that suits them. 52 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNINGA properly executed eDetailing system can:• Expose physicians to powerful promotional and educational messages• Guide the way for sales force access through sales rep and sample requests• Reach large numbers of customers quickly• Provide feedback to reps and the marketing team on a physician-specific level• Be cost-effective• Enhance relationships with Health Care professionals via timely, convenient and targeted content• Grow sales, market share and profit far more rapidly and cost-effectively than traditional detailing.eDetailing can bypass many of the problems inherent in today‟s sales interactions, providing a more valuable andmeaningful experience for physicians. Developing an eDetailing program with an experienced vendor or designer,one that can create a well designed system, can yield big rewards for the Pharma company.PART 2: eLEARNINGAs Internet technology has evolved, Pharma companies have seized the options presented for marketing.However, they‟ve also flocked to new technology that improves organizational operations and better enablescompanies to serve their customers.eLearning initiatives give remote access to training/certification, collaboration and meetings without the need todevote time to travel or organized classes. Drawn by significant cost savings, enhanced technology and improvedeffectiveness, companies are discovering the potential uses of eLearning in all areas of operations, includingclinical development, regulatory, sales and marketing, and corporate divisions. 53 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNINGeLEARNING EXPLAINEDSimply put, eLearning is the use of digital technologies to equip employees and customers with up-to-dateknowledge quickly and effectively. Building on the concepts of Continuing Medical Education for physicians, andeDetailing as a marketing method to reach physicians, eLearning focuses on training sales reps, clinical trialinvestigators and staff, regulatory compliance teams, new and current employees, and more.The most common eLearning models are:• Automated Self-Learning. This system is directed by the individual in a time and place of their choosing and requires only appropriate digital technologies (most often the Internet).• Remote Real-Time Connections. This system connects employees and other audiences to a trainer or groups of people. It works independent of place and requires only digital connections between all those involved (typically through the Internet or an Intranet combined with video links).These eLearning models can be housed on internal or external systems. eLearning technologies are relatively easyto set up: external portals using Application Service Provider (ASP) models and other options bypass anyrequirements for additional internal software and technology infrastructure. Efforts are directed, instead, atdeveloping the best strategies and ensuring buy-in.Major players have emerged in the last decade to help Pharma companies create and implement the variouscomponents of eLearning, offering custom course development, hosting and Learning Management Systems (LMS).Combining registration, testing, tracking and other administrative functions, the LMS lets developers andaudiences tailor eLearning to their specific needs. The growing trend in enlisting an eLearning system is towardone-stop suites that combine LMS, virtual classrooms and content management systems. 54 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNINGCompanies like Eularis often help clients design the right eLearning strategy by helping to decide:• Where eLearning should be used• Which type of eLearning to use• Whether to use custom-made or off-the-shelf content• Which technologies to deploy• Roll-out planning and implementation• Measuring Return On Investment.Computer-based access to the Internet is the basis of most eLearning solutions, but new modalities are emergingall the time. Smart-phones and PDAs are being used with more frequency, especially as phones evolve withexquisite graphic quality and streaming audio and video. The use of this method of eLearning depends on thepotential for delivering just-in-time information. As such, the use of mobile eLearning systems varies acrossinternational markets.BENEFITS OF eLEARNINGThe eLearning market, the number of vendors, and the amount of Pharma companies jumping in, are all on therise. Why?eLearning is available 24 hours a day, 7 days a week, removing geographic and time barriers. Learning is no longerlimited to training meetings, live programs, workshops, medical conferences or medical dinners. Companiesenlisting eLearning allow knowledge acquisition to occur conveniently and simultaneously within and without thecompany, accelerating the transfer of knowledge to targeted audiences, and transforming learning from anisolated instance of professional development into a powerful tool for company and industry-wide change. 55 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNINGCost savings is another significant benefit. Most eLearning experts estimate that companies can save between 30and 670% of costs and time when replacing instructor-led training with electronic content delivery. Learners canimprove productivity and use their time more efficiently. With the need for travel eliminated, administrative andother costs are dramatically reduced.Most companies are also realizing better education occurs with eLearning. An eLearning module can moreeffectively teach important information, ensuring a common base of knowledge and reserving instructor time forhigher-level, interactive activities. Likewise, learners can use eLearning modules to reinforce and sustain learningafter completion of a live learning experience.Finally, companies are finding that eLearning helps to motivate and retain staff. Required learning made easier toaccess, more convenient to individual schedules, and necessitating less time, counteract the negative factors oftraining budget reductions.eLEARNING IN USEIncreasingly, eLearning is used throughout Pharmaceutical company efforts. Some major uses of eLearning are inthe following areas: Clinical Development An integral part of conducting clinical studies is ensuring the geographically dispersed internal and external study staff are all on the same page. To do this, companies have traditionally spent hundreds of millions hosting face-to-face meetings. To attend these meetings, investigators and study staff are pulled away from patient care and project responsibilities. 56 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNING Companies are realizing a better alternative is eLearning. Rather than interrupting care processes, boosting costs and involving the hassle of travel and internal restrictions, eLearning brings the study training and follow- ups to every individual on their schedule. Additionally, some eLearning services help companies meet FDA Good Clinical Practice guidelines that require training documentation. Some examples of eLearning in clinical development: • ePharma Solutions. Provides customized eLearning solutions to Pharmaceutical and Health Care professionals, utilizing Internet-based meetings, self-paced training, a library of clinical content modules, and more. Pharmaceutical clients include BMS, Abbott, Sanofi-Aventis, Novartis and Tap. • GeneEd. This Internet-based eLearning provider focuses exclusively on life sciences and creates courses covering topics that span the entire drug discovery pipeline. Clients include AstraZeneca, Pfizer and GSK. Regulatory Compliance Ensuring employees are up-to-date on training is a major expense and an administrative nightmare. If companies do not keep extensive documentation of their processes and training records, the results can be catastrophic: • Drug firms employing a disbarred person - even unknowingly - on a drug approval application can be fined up to $1 Million. • Failure to produce training records to the FDA for regulatory compliance, at any point they demand such records, can cost $10,000. This can also potentially delay any drug application under consideration. • News that quality control issues cited by the FDA would delay the release of a key new drug could cost its manufacturer $10 Billion in market value of its stock. 57 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNING To prove regulatory compliance, digital archives of training must meet strict rules by the FDA to be considered valid. Record keeping must comply with FDA Title 21 – Code of Federal Regulations – Part 11, the 1997 rule covering electronic records. This regulation not only places stringent controls on the use of electronic records and signatures, but also defines requirements that make the capture, storage, retrieval, maintenance and security of data acceptable to the FDA. Pharmaceutical companies are realizing the benefit of utilizing eLearning vendors in their regulatory compliance. A number of vendors have digital training systems that are considered valid by the FDA, allowing smoother compliance with complex scientific, legal, safety and business-critical regulatory issues. Some of these vendors include: o PulseLearning. Clients include Pfizer, Schering-Plough, Roche, Takeda, and Thomson. o Intellego. Clients include AstraZeneca, Lilly, Boehringer Ingelheim and Wyeth. o SABA. Clients include Medtronic, Novartis and Kaiser Permanente. Marketing & Sales Large Pharmaceutical companies routinely employ around 5,000 sales reps. Among this massive sales force, distressing but common realities exist: • Annual turnover rates are around 15%. • The average replacement period is 8 weeks. • In their first year, sales reps require 6 weeks of training. • Annual sales training costs approximately $100,000 per new sales representative. • Additional training is required to keep sales reps up to date with new product launches, new detailing, new technologies, new regulations, and other factors that affect sales. 58 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNING Sales training is expensive and ongoing. All time spent on sales training is time taken away from actual sales work, meaning lost revenue. Taken together, all these factors mean companies are desperate for increased sales force training efficiency. Therefore, more and more vendors are offering Pharmaceutical sales and marketing staff with eLearning solutions that: • Enable Internet-based meetings and project collaboration via interactive auditorium, classroom and one-to- one communication. This eliminates the costs of conventional meetings, often combining two-way live voice transmission with on-screen presentations. • Promote consistent and fast reaction to market events, sales force performance issues and product marketing needs. • Collect, segment and disseminate information, providing a central repository for company and product documentation on custom portals. Examples of vendors and their clients include: o Indegene – AstraZeneca, Lilly, Medtronic, Roche o DLC Solutions – Amgen, BMS, GSK, Sanofi-Aventis o FDS– Tap, Janssen, GSK, Organon, Eisai Corporate Areas In addition to the areas already described, Pharmaceutical companies are using eLearning in corporate business areas. This includes induction training of new employees, administrative tasks like recording time and expenses, and disseminating global procedures. ACS is an eLearning venture with offerings in these areas and has worked with clients like Lilly. 59 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 5: WHERE IT MOVED: eDETAILING & eLEARNINGCONCLUSIONeLearning is a powerful and convenient way to disseminate training across Pharmaceutical companies. Offeringhigh quality education that‟s convenient and motivating to audiences, as well as reduced costs from eliminatedtravel and extensive time, eLearning is an increasingly valuable alternative that‟s being utilized by the topplayers in the Industry.eDetailing and eLearning evolved as tools for specific company functions, including sales and operations. As aresult, their ability to reach physicians and streamline organizations act individually as powerful brand buildingtools. However, the Internet has continued to evolve, and offers even more tools that can directly aid brandbuilding. In the next chapter, we examine the world of social media. 60 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 6: A NEW CONCEPT FOR PLANNING eMARKETINGImagine you go to a city and everything is booked out – the flight was full, the hotels are full, restaurants are fullybooked and you wonder what is going on. I would automatically think there was a big conference or tradeshow ofsome sort in the city. Maybe something bigger? Possibly a religious gathering?Then when you check into your hotel, you notice that the city seems to be filled with a certain type of person –and they all seem to be on a mission. All around you are thousands of worshippers.You think to yourself, “This was a bad time to visit this city – right in the middle of a religious pilgrimage”.Except... you are in Milwaukee, not Mecca. So what is going on?It feels like you are the only one who is not in the know. The streets are lined with people, flags are flying, thecrowd is roaring but it is drowned out by a „chucka-chucka‟ noise of a helicopter in the background….or is it? Atstreet level you soon see 50,000 (or more) proud Harleys roaring through the street. On these Harleys are CEOs,employees and long time Harley owners. In addition to them, a further 125,000 people are lining the streets forthe Harley party. Fourteen years earlier at this same event, only 28 bikers turned up! What changed?HOG or Harley Owners Group. Fourteen years earlier, Harley was in a financial hole with no advertising, and theyset up their first HOG chapter. They used newsletters and club magazines to build their subscriber base. From onechapter, HOG has mushroomed to 940 (and possibly more by the time you read this) chapters around the world.Compare Amazon.com to HOG. I use Amazon. I like Amazon. It is convenient and I can find what I want. Sure,they bug me with offers but that‟s okay. I go there to buy books. What is the difference between Amazon andHOG? One is a store, and one is a religion – worshipping Harleys. If the Amazon server is down for a day, that isfine; I can go back the next day. 61 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 6: A NEW CONCEPT FOR PLANNING eMARKETINGBut... imagine if an avid HOG member could not get their ticket to Milwaukee? They would be fuming and theywould be so determined to get there they would hop on their Harley and drive across the country to get there.And what if they could not get a hotel room? They would pitch a tent and camp.There is a marked difference, can you see? A store is a place you sell stuff. A religion enters your being. It issomething you are passionate about - something that you are willing to defend, and something that you are morethan happy to evangelize.Let‟s face it, whether you are religious or not, you belong to at least one religion, don‟t you?Is Harley Davidson a religion?Is iPod a religion?Is Tony Robbins a religion?Is Elvis Presley a religion?Elvis Presley‟s estate took in more than $40 Million last year – and he has been dead since 1977!Almost a quarter century after his death, he remains the best selling solo artist, according to the RIAA. Let‟s takea look.According to RIAA certifications, the following is a list of artists who have the most Gold and Platinum Albums(each album is counted only once even if the album was certified Gold, Platinum, or Multi-Platinum): 62 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 6: A NEW CONCEPT FOR PLANNING eMARKETING1. Elvis Presley (80)2. Barbra Streisand (46) [the female with the most Multi-Platinum titles]3. The Beatles (39)4. The Rolling Stones (38)5. Neil Diamond (37)6. Elton John (32)7. Kenny Rogers/First Edition (28)8. Frank Sinatra(26)9. Bob Dylan (28) [two with the Band]10. Willie Nelson (24)11. George Strait (24) [all 24 have gone Gold and Platinum]12. Kiss (23)13. Rush (22)14. Alabama (22)So, with this in mind, let‟s look at the elements of a „religion‟ before I take you back to eMarketing planning forPharma. Let‟s start with pilgrimages…What do they have in common?1) Queues of people wanting something2) Groups of people with a leader3) Mini-buses and transport taking people there4) „Worshipper‟ icons5) Products for sale6) Rituals7) Legend and folklore 63 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 6: A NEW CONCEPT FOR PLANNING eMARKETINGAll of these were at play at the HOG convention in Milwaukee and also at Elvis Presley concerts. Even at Apple foriPod. I was in 3rd Street, Promenade, in Santa Monica, California, wondering why there was such a long queuedown the street…It was to enter the Apple store! Every time I have gone past there since then, I have seen that queue.So, what would you rather have? Someone who comes to you to understand your information and go get it whenthey want and has little or no loyalty to your store? Or would you prefer a worshipper of your product?Let‟s look at how this works with a business and then how it can work in an industry like Pharma.One example is Club Med. Many people go to Club Meds around the world, year after year. Someone I know hasbeen going to Club Med for 15 years in a row! In a row! Yes, it‟s very interesting.It‟s like a pilgrimage. Parents go with their kids, and when the kids grow up, they continue the religious fervorand take their kids. I think it is an interesting example of the same type of thinking.What about sports? The BBC did an article entitled „Matches Made in Heaven‟ which also considers this conceptfor sports. Visit http://news.bbc.co.uk/1/hi/magazine/3828767.stm to read the full article. 64 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 6: A NEW CONCEPT FOR PLANNING eMARKETINGSo, how do we incorporate this into the plan for your Pharma product?Right at the front is your product. This is what we want people to worship. This is the core of the religion forPharma. 65 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 6: A NEW CONCEPT FOR PLANNING eMARKETINGObviously, like anything worthwhile that people worship (iPod, Harley, Elvis, etc.), there has to be a value aroundthe core of the product. It has to work, it has to help people, appeal to their needs, wants and desires, and it hasto create value for them.Then we need our evangelists, or patients/carers, who use the product and have had amazing relief from theircondition with it, who love it and will tell everyone so.Actually, I am an evangelist for Antibiotics. I, like everyone, know that Flu is caused by a virus and Antibiotics donot help. However, I also know when a Flu virus has gone bacterial. I was working in Pennsylvania a few years agoand was incredibly ill with the Flu, but I could not stop work as we had some important deadlines that had to bemet for Clients.I could tell that my Flu had turned bacterial (I had not eaten for 2 days as my throat was inflamed) but could notfind a doctor who was open after hours (the only time I could see them) since I did not know the area well. Iended up in the Accident and Emergency Unit of a local hospital one night, feeling like I was near death‟s door(but still not 1 day off work, I might add – the dedication we show our clients is legendary).The hospital admitted me immediately and I was throat swabbed and told I needed Antibiotics. The doctor gavethem to me and the next morning I was at a meeting at Merck in North Wales, PA, and felt so good I could notstop telling everyone about how amazing that particular brand of Antibiotics was. I raved about what an amazingIndustry we worked in that could move me from feeling literally like I was about to die to feeling so good in such ashort time.To this day I still get astounded at how amazing drugs are and the ability to change us completely from sickness tohealth so quickly. So I am a Pharmaceutical evangelist…as I should be since I am working in the Industry - but whatan amazing Industry to be able to do that for people. I have seen the light! 66 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 6: A NEW CONCEPT FOR PLANNING eMARKETINGThen following on behind the evangelists like me, we have people who use a product regularly but are not asevangelical about it. My mother could be an example of this. She takes her Fosamax regularly to the exact hour (Ihave never seen a more compliant patient) but she doesn‟t rave about it to anyone.Behind the regular compliant users, we have users who are not so compliant about taking their meds but takethem sometimes. Following them we have people who have been prescribed the drug but have not filled theprescription. Behind them we have people who have never got a prescription for the drug but have heard about it.Behind them are the people who have never heard about it.We want to move the right people (people for whom the drug would help relieve symptoms or help control theircondition) through to the top to absolutely rave about the product. There are lots of ways to do this but thinkingabout it this way provides an interesting framework for planning your eMarketing approach, and we have used thisconcept in planning Client eMarketing many times with great success in the past. 67 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 7: WHERE WE ARE NOW: SOCIAL MEDIA AND NEWTECHNOLOGIES “Once every hundred years, media changes. The last hundred years have been defined by the mass media. The way to advertise was to get into the mass media and push out your content. In the next hundred years, information won‟t be just pushed out to people, it will be shared among the millions of connections people have. Advertising will change. You will need to get into these connections.” Mark ZuckerbergWe‟ve been told that anyone who‟s anyone must take advantage of the blogosphere, online social networking,and the ever-multiplying new options and Web 2.0 technology. We‟ve been reminded again and again howcompanies can boost business, brand awareness and the bottom line through social media. But how? And in ourworld consumed with ROI, how would we even begin to measure our efforts?EVOLUTION: WEB 1.0 TO WEB 2.0A decade ago, the Internet was ruled by a set of principles and programs that built off traditional businessmodels. Sites were static and advertisers called the shots, not consumers. Size mattered and the Internet wasdominated by top Websites measured by ad scoring companies. Tim O‟Reilly, publishing magnate and aninstrumental participant in the evolution of the Internet, breaks out the differences between then and now: 68 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 7: WHERE WE ARE NOW: SOCIAL MEDIA AND NEWTECHNOLOGIESIt is this last comparison that really drives the point home. While the first iteration of the Internet still focused onthe traditional concepts of publishing, controlled by a few, the new Internet is about moving control from thehands of the elite into the hands of many.Web 2.0, then, is the Internet as a platform rather than a product. It‟s characterized by: SERVICES, NOT SOFTWARE:- Rather than focusing on developing new software and releasing it in a big splash, Web 2.0 is about services and scalability. A service can be rough around the edges and constantly in flux, but gets better the more people use it. In many cases, services can even be free, a major change from the escalating costs of software. LINKS:- Linking is the foundation of the Internet today. Much like synapses form in the brain, with associations getting stronger with repeated links, the web of connections in the Internet grows as a result of collective activity. The Internet improves and becomes more useful as a result. COLLECTIVE INTELLIGENCE:- The Internet grows and evolves as more users participate. The goal of Web 2.0 is to harness this collective intelligence and to make it truly collective. The purpose is not just to reach the centre of the Internet, but also to reach the outer edges; it‟s about the long tail, not just the head. USER ENGAGEMENT:- Web 2.0 is based on the notion that users add value. Amazon grew to be the beast it is today because it made user engagement a science, incorporating more user reviews, activity and real time reflection. The model for today‟s Internet use is focused on this idea of engaging users for the betterment of the Internet, and for the benefit of individuals.Web 2.0 has changed the entire philosophy behind the Internet, and usage has exploded as a result. 69 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 7: WHERE WE ARE NOW: SOCIAL MEDIA AND NEWTECHNOLOGIESWhen it comes to thinking about utilizing Web 2.0 for business and advertising, it‟s no surprise that the oldmodels do not apply. It‟s a new world today. The tactic for advertising today and tomorrow, then, is socialmarketing powered by social media.SOCIAL MARKETING AND MEDIASocial marketing was first discussed as a discipline by Philip Kotler and Gerald Zaltman in 1971. The two KelloggSchool of Management Professors used the term to describe the application of commercial marketing principlesoutside the traditional marketing realm.Social marketing was defined as “seeking to influence social behaviors not to benefit the marketer, but to benefitthe target audience and the general society”. It leverages the value that consumers have in sharing between themand with the brand/manufacturer. It delivers a two-way communication link between the consumer and thebrand.Social marketing started as an idea, developed as a discipline, and today draws on an array of traditional and newtechnology, the most prominent of which is social media. Simply put, social media refers to Internet tools forsharing and discussion. These tools leverage relationships and networking for business, pleasure, and everypurpose in between. Social media tools have exploded in the last decade, encompassing text (blogs, onlinereviews), video (viral videos shown on YouTube and other sites), and every other form of media imaginable.Social media, then, is a broad term designed to cover media created by people in text, audio and video forms,and which can be shared and distributed easily. In most cases, the authors and creators of social media continueto create new content on a regular basis and incorporate feedback from people who view, read or listen to theircontent. 70 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 7: WHERE WE ARE NOW: SOCIAL MEDIA AND NEWTECHNOLOGIESSocial media has taken on an instrumental role in Internet usage today, and is providing amazing opportunities forbusinesses.How, then, does a business turn social media into social marketing? How does a company utilize this far-flung boxof tools to sell and build brands?ANXIETIES & BENEFITSEngaging in social media can seem frightening. It‟s an entirely new means of marketing, one that seems to throwall the past efforts into question. While a brochure, TV ad, or even a Website, might provide information aboutyour company and products, social media is about leveraging relationships and networks, and that can seem like abig shift.It‟s no surprise, then, that companies feel anxious about embarking on social marketing with social media. It canseem an endeavor completely void of control and, as marketers, we like control.But think about this. A 2008 study by OTX and DEI Worldwide showed that social media sites are the number oneonline source of information on a company, brand or product. Further, nearly half (49%) of these consumers madea purchase decision based on what they gathered. Finally, 71% of respondents found recommendations fromonline consumers helpful, and 67% of respondents were likely to pass information they found about a brand toothers.Significant numbers… and it‟s easy to see why these numbers are so high. Social media, including marketers andusers reviewing, blogging, tweeting and otherwise conversing about your product, can be beneficial to your brandfor key reasons: 71 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 7: WHERE WE ARE NOW: SOCIAL MEDIA AND NEWTECHNOLOGIES• Peer Trust. Customers don‟t always trust marketing messages. They are much more likely to trust a friend, a family member, or even a consensus of online reviewers, over an ad espousing the benefits of a drug.• Efficiency. Your target audience communicating (positively) about your product within their key social network? A quick and efficient method of getting your brand attention and prospects.• Cost-Effectiveness. Your target audience communicating about your product within their key social network? Also a much cheaper endeavor. You use less money talking to people who aren‟t your targets, or who won‟t listen as much.• Risk And Courage. Sure, it‟s risky, but customers recognize that. Constant communication with target customers and valued customers, and ceding marketing over to them, resonates strongly. They recognize the courage this takes and trust the company a bit more.Another way to think about social media and marketing is as a very real, very extensive form of that elusivemarketing method: Word of mouth. Defining word of mouth is difficult, and understanding how to encapsulate itand plan for it is even more difficult. But thinking about it in terms of social media, word of mouth can beunderstood as a method of ceding control of marketing functions to the customers, of enhancing activities alreadyin progress, and harnessing the goodwill of millions of folks online.Generally, practitioners and experts on word of mouth marketing suggest two types: „organic‟, which happensnaturally, and „amplified‟, which is facilitated and enhanced by marketers. Using social media and marketingseems an effective method to amplify word of mouth.Simply put, companies today have a choice. They can continue using the same marketing methods they havealways used, and find some success that will invariably decrease over time. They can avoid social media and hopethat they will continue to be found. 72 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 7: WHERE WE ARE NOW: SOCIAL MEDIA AND NEWTECHNOLOGIESThe alternative? Join the customers where they are. Stop trying to guess what they want, what they‟re talkingabout, and what they think about your product and their condition. Join their communities, talk to them directlyand make connections that can develop into strong customer loyalty. Yes, social media can seem scary. However,avoiding this essential marketing tactic can be tantamount to ignoring customers, and missing the chance to laythe groundwork for future business. Diving in, on the other hand, can result in a gradual and mutualunderstanding – you of them and them of you.SOCIAL MEDIA TOOLSIt‟s critical to not think of social media as simple marketing pieces. Instead, social media are tools that canenable you to better communicate with, and understand, your customers. This will result in more efficientmarketing - which will also lower your costs - and make it easier for your customers to understand and trust you.Social media tools help cultivate relationships, but constant attention is needed for these relationships to grow.Social media tools must be used with the understanding that there is a long-term commitment involved. In orderto see ongoing results, you must continue to engage in and with these tools.What tools will work best for you? What can you hope to gain from each? In subsequent chapters, we‟ll examineseveral tools in detail, describing how businesses are benefiting, and pinpointing tips to maximize their usage.Herewith, a brief overview of the world of social media. 73 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 7: WHERE WE ARE NOW: SOCIAL MEDIA AND NEWTECHNOLOGIESBlogsA blog is a publishing platform that allows quick, easy addition of new content. Most blogs publish new content(called „posts‟) on a weekly or daily basis. Some blogs publish multiple posts daily, while many business blogspublish two to five new posts a week.Bloggers can let their readers leave feedback on their posts in the form of comments; these comments often leadto discussions that expand upon the topics raised by the blogger in the original post.A well written blog can greatly improve a company‟s reputation. Dell‟s corporate blog is a good example. Sincethe company began blogging, negative blog posts about Dell have fallen impressively, from 49% to 22%.Starting a blog is easy and free with services like WordPress and Blogger. Establishing a blog is a long-termcommitment, one that requires patience, a relationship mindset, and an even bigger relinquishment of marketingspin and control.Blogs can be an excellent method for companies to connect with consumers about their product, about thedisease or condition, about adherence and issues, and much more. However, in order for it to be seen assomething of value, it must not be a simple mouthpiece and a one-sided conversation.The blog must encourage comments, listen to consumers who do interact with the blog, and learn from thoseconsumers. 74 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 7: WHERE WE ARE NOW: SOCIAL MEDIA AND NEWTECHNOLOGIESVlogsSimilar to text blogs, video blogs („vlogs‟) contain new posts made up of videos. Video blogs have enjoyed a boomin recent years as video-sharing sites, such as YouTube, have gained popularity. Many vloggers create videos andupload them straight to YouTube, then post them directly to their own blog or vlog.There can be a significant learning curve with establishing a video blog, depending on how comfortable you are atcreating and recording audio and video, and how proficient your editing skills are. Equipment costs will includemicrophones and cameras to capture the video post.Social NetworksSocial networking sites empower people looking for a place to share information and interests with others. Thesesites allow people to befriend each other, creating a personalized network in the process. Social networking sitesare amazingly popular because they allow friends to quickly and easily exchange information and content, as wellas make new friends.Facebook (http://www.facebook.com/) is one of the most popular social networks, with 200 million users. Others areMySpace (http://www.myspace.com/), LinkedIn (http://www.linkedin.com/), Ning (http://www.ning.com/), and any number ofother sites organized by niche or location.The process at Facebook is similar to other social networking sites: You create a profile through which you canshare as much or as little personal and professional information as you like. You can add applications from third-party developers to customize your profile. As a result, users create profiles that can range from online résumésto a centralized location to keep up with friends. 76 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 7: WHERE WE ARE NOW: SOCIAL MEDIA AND NEWTECHNOLOGIESSocial networking is cheap financially - but time intensive. Participants must learn how to create profiles, interactwith others, and craft a pattern of communication that‟s welcome. Most people who use social networking sitesare extremely leery of being marketed to. If you attempt to join or create a social network solely to explicitlypromote your company to other members, it will most likely backfire. 77 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 7: WHERE WE ARE NOW: SOCIAL MEDIA AND NEWTECHNOLOGIESMicro-BloggingWith micro-blogging services, you can send others short messages and links, even via your cell phone.Additionally, you can display the messages you and others have left each other on your blog or profile. The mostpopular example of micro-blogging is Twitter (http://twitter.com/), which asks you to share what you‟re doing in 140characters or less. Users can follow others “tweets” and create networks with which to share mundane details,pass links, ask questions, get feedback, and more. Marketers are using Twitter to keep in touch with clients;Cisco, Zappos and Whole Foods use Twitter to share new deals and product details.A Twitter account is free, is essential to determine what organic conversations are occurring about you and yourproducts, great for creating new conversations. New micro-blogging alternatives include Yammer(https://www.yammer.com/), in which enterprises create their own insular micro-blogging universe, connectingemployees, freelancers, consultants and technical experts. 78 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 7: WHERE WE ARE NOW: SOCIAL MEDIA AND NEWTECHNOLOGIESPodcastsPodcasts (http://www.talk.pharma-mkting.com/show029.htm) are audio files that can be created and shared online. Just as awritten piece of content produced and published on a blog is called a „post‟, a podcast is audio or spoken contentsaved as an „audio file‟. Listeners get new podcasts through iTunes, blogs or Websites, and can listen to them ontheir computers, iPods or other devices. “A full 18.5 million U.S. users listened to podcasts last year - a figurethat might hit 65 million by 2012”, says eMarketer.Podcasts can be powerful allies or complete wastes of time, depending on how they‟re set up. Effectivepodcasting involves planning a schedule and using soft sell tactics, focusing on education and entertainment.Collaborative/Community ToolsCollaborative and community tools allow your customers and partners to create content with you. These tools arecheap, simple and powerful. The only catch is being comfortable with „outsiders‟ creating content without yourcontrol.However, the resulting sense of cohesive communication can be dramatic brand builders. These tools includewikis, widgets and forums.Social media tools are constantly expanding and developing into new areas. Other key tools that users aredelighting in are social bookmarking (through Digg and Delicious amongst others), other media sharing sites(Flickr), and many, many more. 79 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 7: WHERE WE ARE NOW: SOCIAL MEDIA AND NEWTECHNOLOGIESSocial media and marketing offers some very real and significant opportunities for Pharma marketers, but it‟sessential to remember that this is only the beginning. New means of communicating about brands to consumersmultiply each day, and new technology is booming.As a result, marketers must keep their focus – it‟s not about tools, it‟s about principles. It‟s not about finding theultimate marketing mix for all time, but developing ways to continually track and evolve your campaigns.Ultimately, social marketing and social media are about building community. In the next chapter, we‟ll examinethis notion more fully. 80 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 8: SOCIAL MEDIA PRINCIPLES AND BUILDING COMMUNITIESIn our previous chapter, we described the growth of social marketing and the social media tools that companiesare using to create connections and relationships. However, we also noted one fact that can throw many a well-intentioned marketer into cold sweats: Social media is ever-changing.The pace at which new technologies develop and grow is mind-boggling. What‟s hot and effective today may growout of favor in a short time. What was once pronounced to be eternal has faded into oblivion; witness the rise andfall of AOL, Excite and Prodigy as examples.It‟s the principles behind these tools, the ideas behind blogs, Facebook, podcasts, text messaging, micro-bloggingand more, that are important. The cool tools will evolve, change and disappear, but what is behind them willpersevere - principles that are focused on the notion of community.In the next chapters, we will talk tools, diving into the specific social media that are dominating the marketingscene today. But before we do that, we need to take a step back. We need to emphasize that tools change, butprinciples stay the same. Let‟s take a look at the principles behind social media and marketing, and tips for usingthese principles of community in action.SOCIAL MEDIA PRINCIPLESSocial media is based on the notion of community and relationships. That‟s a big change in perspective fromtraditional marketing techniques. It necessitates a new handbook, a new marketing operating manual.Geoff Livingston, author of „Now is Gone‟, offers guidance in his writings on the new world of social marketing. Heencourages marketers to focus, looking away from the pretty and fun new tools to concentrate on the universalprinciples behind their usage. 81 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 8: SOCIAL MEDIA PRINCIPLES AND BUILDING COMMUNITIESTo guide our new marketing techniques in the world of social media, Livingston offers Seven Principles of SocialMedia Communications: 1. RELINQUISH MESSAGE CONTROL Businesses survive on the things they can control, and marketers are comfortable when they can control what messages are going out. However, social media is about relationships, giving up control in favor of two-way communications. A relationship with only one person talking? That‟s dysfunctional. This is what it would be in social media if one party tries to control or dominate the conversation. 2. BE HONEST, ETHICAL AND TRANSPARENT Just like a relationship between two people or within a family, trust is essential in social media. You‟re trying to build a strong foundation for a long-term, mutually beneficial relationship. That doesn‟t mean you have to share all your secrets, but it means you need to treat customers and users with this idea of relationships in mind. 3. MARKET THROUGH PARTICIPATION WITHIN THE COMMUNITY So you create a blog, or set up a YouTube channel. Many marketers stop there, thinking that creating content is enough. That‟s the old way of doing things, focused on one-way communication. With social media, companies must go further, connecting through comments, reading other blogs, interacting with users in community groups or social networks, and generally becoming part of the community. That‟s the only way to develop respect and acceptance. 4. DON‟T THINK ABOUT COMMUNICATION TO AUDIENCES, BUT WITH THEM With social media, audiences talk back. Organizations must be ready to engage in conversations, not simply present content and move on. Again, thinking about relationships, communication is based on two or more people contributing, not one person controlling. met or exceeded. 82 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 8: SOCIAL MEDIA PRINCIPLES AND BUILDING COMMUNITIES 5. BUILD VALUE FOR THE COMMUNITY By understanding the people you‟re interacting with, you can better serve them with valuable information. That‟s what content creation is about in this brave new world – creating something of value in order to build and sustain relationships. 6. INSPIRE YOUR COMMUNITY WITH REAL AND EXCITING INFORMATION What is something of value for your community? It‟s not corporate propaganda. It‟s not a press release. Great content is providing answers to your community‟s problems, acknowledging and addressing concerns, and fighting for their interests. 7. INTELLIGENTLY MANAGE MEDIA FORMS TO BUILD A STRONGER, LOYAL COMMUNITY Part of a good relationship? Consistency and accessibility. Make sure your community can easily come back, can always access your content and your contact information, and get their expectations met or exceeded.With these principles guiding marketer actions, you don‟t need to be leery of social media. This change inperspective is indeed something to think about and get used to. It ultimately can enhance the quality and resultsof marketing, and create a customer base that will stick with you.ENGAGING WITH ONLINE COMMUNITIESHow does a marketer put these principles into action, and engage with online communities in a meaningful way?The best way to start is to do your homework and then participate.To really understand these social marketing principles and to see what the social media world is like, you need tosee what is out there. 83 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 8: SOCIAL MEDIA PRINCIPLES AND BUILDING COMMUNITIESFirstly, check out the plethora of blogs that exist solely to discuss your therapeutic area, or even your brand.Technorati (http://technorati.com/) currently tracks over 40 million blogs and estimates approximately 70,000 newblogs are created every day. That‟s an amazing amount of people talking, and a surprising portion might betalking about you! A simple Technorati search can tell you within seconds what blogs exist in and around yourtherapeutic area. Even more telling, a search can reveal exactly what bloggers are saying about your brand andyour company.Just as with blogs, you need to explore other social media to see what exists in your therapeutic area, and whatrelates to your brand or company. An easy way to discover what‟s new and relevant across social media platformsis a Google Alert. Signing up for a Google Alert (http://www.google.com/alerts) on your topic, your brand, yourcompany, or even a specific blog or name, can help you keep tabs on what‟s being said, and who is important tocommunicate with.Google can find blogs, YouTube videos (http://www.youtube.com/), Flickr pictures (http://www.flickr.com/), and evensome results from social networking sites, and send the links directly to your email.Other tools exist to search social media options and learn what‟s being said:• Use BoardTracker (http://www.boardtracker.com/) to get instant alerts from threads on discussion boards citing your brand or company name. You can also learn about specific boards related to your subject matter,• boards in which you should participate.• Use BackType (http://www.backtype.com/) to monitor blog comments. Remind yourself where you commented on; seek out comments mentioning your brand, or follow key influencers in your topic area to build your brand• by association.• Use Twitter Search (http://search.twitter.com/) to locate any instances of your name, brand, company, or topic.• Use FriendFeed (http://friendfeed.com/) and set up a search. FriendFeed aggregates all social media tools - like Delicious (http://delicious.com/), Twitter (http://twitter.com/), Flickr (http://www.flickr.com/) and more. You can conduct searches on your brand or company throughout all these networks at once. 84 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 8: SOCIAL MEDIA PRINCIPLES AND BUILDING COMMUNITIESThis homework can teach you volumes about your company‟s reputation, what concerns exist in your therapeuticarea, and simply how social media works. The next step is to participate.To truly get involved in the community around your condition and brand, subscribe to the most relevant blogs youcan find. Blogging platforms offer you an option to subscribe via email or RSS (Real Simple Syndication, whichsends new content to a special viewing system, like Google Reader).Familiarize yourself with the bloggers and their content, but don‟t stop there. As we‟ll discuss in the chapter onblogs, the most powerful portion of blog reading is the ability to leave comments. A well placed comment thatasks questions, or otherwise adds to the conversation, can put you in the position to learn more and to slowlybuild respect in the blogosphere.As you find relevant results through Google alerts, Twitter searches and more, your goal should also be toparticipate and engage with the community. Tweet replies to Twitter users asking questions about your brand.Join the discussion groups in which your therapeutic area and/or brand are being discussed. Identify Facebookusers that are interested in your topic or brand, and make connections. The goal with participation is to build apresence and begin to create the relationships upon which social media rests.WHEN DOES SOCIAL MEDIA TURN INTO MARKETING?You‟re doing your homework, discovering the fascinating extent of the conversations and communities online, andyou‟re starting to realize the reason social media has caught on the way it has. But now the question is this:Where does simple participation end and marketing begin? 85 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 8: SOCIAL MEDIA PRINCIPLES AND BUILDING COMMUNITIESThis may be another reason marketers are unsure about social media. The rules are blurred in today‟s onlinecommunities, and business and pleasure are routinely mixed. Marketers are uncertain when to simply chat withpeople online, and when to market their brands.The answer? It all counts. Every activity you engage in with online communities acts towards building your brands.In today‟s social media environment, users want the entire package with a product or service. They want anexcellent product, but also expansive service; they want a knowledgeable expert, but also a human,understanding resource; they want options, but they also want customization and personal solutions.That means that your social media activities must be about more than simply selling, but also about creating yourbrand persona. You are a company made of real people, and your brand is a result of that. Customers today wantto know this, to know their preferred brand‟s care about them because they understand them and relate to them.Through your social marketing, you can establish your brand as a very human and helpful resource, one thatshould inspire loyalty now and in the future.Your social media participation always counts as marketing, building your brand in the following ways: Humanizing People gravitate towards doing business with people they like and, in the social media world, this is a hard and fast rule. Everything you do, even if it‟s chatting with a connection on Facebook about the fact that you both enjoy football, goes towards establishing your brand as a relatable and likeable entity. Understanding Through your social media interactions, you are focusing on learning about the customer. That not only establishes the basis for individual conversations, but also encourages users to realize your brand understands them. 86 © Copyright 2011 Eularis
  • SECTION TWO: THE EVOLUTION OF eMARKETINGCHAPTER 8: SOCIAL MEDIA PRINCIPLES AND BUILDING COMMUNITIES Establishing Customer as the Focus Through your social media participation, your focus on others and on creating interest and value for others acts to position your brand as customer-focused. It shows users that you know who is most important and will continue to treat them with the attention they deserve. Softly Selling As a rule, no one wants to be sold to. In online communities, including those found on blogs, social networking sites, forums, Twitter, and more, that is an unbreakable rule. Remember that communication must be two- way, and embarking upon hard selling tactics is a heavy-handed technique that smacks of control. Online communities will resist and will even react through negative postings. On the other hand, if your social media interactions are focused on the customer, and softly selling when the situation calls for it, your brand is established once again as an ideal resource.Taken together, your activities work to build your brand as an entity that is relatable, that understands users,that can be trusted, and that warrants their business and loyalty.All your activities in online communities can work together to project your brand into the highest levels ofsuccess, or ensure its eventual failure.In the next chapters, we examine key communities and tools, along with specific rules of the game, to help youdo just that. 87 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGSIn the last decade, the growth of blogs has been astronomical. Since 2002, Technorati (http://technorati.com/) hasindexed over 133 million new blogs. At the same time, the influence and types of blogs has also exploded.Over 346 million people across the globe read blogs, ranging from personal journals, sources for news, in-depthdiscussions of certain topics, trend-spotters, and even business analysis. Blogs have become the omnipresent andaccepted form of Internet communication.How do blogs fit into today‟s business world and, particularly, the prickly world of Pharmaceutical marketing?BLOGS AND BUSINESSOver 77% of active Internet users today read blogs in at least 81 different languages. In a 24 hour period, anaverage of 900,000 blog posts are created and sent out into the blogosphere. It‟s a hustling and bustling world ofideas, conversations, and even marketing.As we mentioned earlier, a blog is a publishing method that allows the quick, easy addition of new content,usually on a weekly or daily basis. Bloggers can let their readers leave feedback on their posts in the form ofcomments; these comments often lead to discussions that expand upon the topics raised by the blogger in theoriginal post.In the world of Fortune 500 Companies, 15% maintained some sort of blog as of July 2008. The business worldinside and out of this higher echelon is increasingly open to blogging, and excited about the potential bloggingholds for marketing products and services. 88 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGSHowever, there is a catch. Corporate blogs rate low on the scale of consumer trust, with only 16% of onlineconsumers that actually read corporate blogs trusting the information they glean, according to ForresterResearch. The blogging world, just like the rest of the social media and networking world that we explore in-depth in later chapters, is fairly insular and protective. No one wants to be sold to, and that goes triple for usersengaging in online connection and communication. Bloggers, and even those that read blogs, are highly suspiciousof overt selling activity.While this could be seen as a major reason to avoid blogging, companies shouldn‟t be scared off. The fact is,many companies enter into blogging without a real concept of audience, goals and effective ways tocommunicate. They do it wrong. Done right, a blog can be a unique and successful way for companies to interactwith customers, generate real feedback, and build genuine relationships with physicians and patients… all in awonderfully cost-effective way.Let‟s take a look at some companies that have done blogging right:• Sun Microsystems‟ CEO, Jonathan Schwartz, created his blog (http://blogs.sun.com/jonathan/) to be different. He not only wanted to talk about the company, but also about his personal experiences, creating a refreshingly open area for thoughts and positive + negative feedback. As a result, he‟s gained an audience enamored of the transparency from the highest position in the company, and increased consumer trust. 89 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGS• IBM created not one blog, but an entire network (http://www.ibm.com/blogs/zz/en/). They set up an environment in which employees could write about their work and life experiences, personalizing the smart folks that work there and giving insight behind the scenes. As a result, readers are given a look into IBM as well as connections with its employees. IBM has established itself as a group of people dedicated to the industry.• Dell (http://en.community.dell.com/blogs/direct2dell/) took a similar tack, creating multiple blogs for specific audiences and topics. Whether the blog is for cloud-computing enthusiasts or small business owners, bloggers are working from a first-name basis, and allow their own personalities to shine through.• Best Western (http://onthegowithamy.blogspot.com/) sponsors a blog - “On the Go with Amy”, where the author travels the country writing about her experiences. The hotel is positioned as a home away from home during the excitement of travelling. 90 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGS• GM (http://twitter.com/GMblogs) has created a home base with blogs for car and truck enthusiasts, fans of racing and drifting events, and for those interested in the design of new models and internal workings of GM.• Marriott (http://www.blogs.marriott.com/) CEO, Bill Marriott, posts regular updates and stories from his travels to Marriott properties around the world.• McDonalds (http://www.crmcdonalds.com/publish/csr/home/about/values.html) maintains a “Values in Practice” blog to highlight the company‟s corporate social responsibility efforts.• Southwest Airlines (http://www.blogsouthwest.com/) employees share stories, hold contests and polls, and generally create an irreverent and brand building site in the “Nuts About Southwest” blog.• Wells-Fargo (http://blog.wellsfargo.com/) blogs target several audiences, including students interested in getting their finances in order.• Goodwill of Greater Washington (http://dcgoodwillfashions.blogspot.com/) writes about getting the look of high fashion on a goodwill budget, increasing store traffic and respect for Goodwill among a young, hipper audience.HEALTH AND PHARMA BLOGSFor patients, blogs are an ideal way to share experiences and communicate with others going through similarillnesses and hardships. They can be primarily personal, general and information-driven, community creating, andmuch more. 91 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGSPatient blogs take two basic forms:• Several services have popped up recently that host mini-blogs from the bedside. CarePages Inc. provides patients and family members a personal page (http://m1.2mdn.net/1709265/icontact_interstital.htm?t=10&cT=) through a link from the hospital‟s site ; any patient at any hospital can use the site to set up a page that includes a profile, updates, photo gallery and space for notes from family and friends. Patients can be in the hospital for a short time or for long-term. The pages can serve as a way to keep people updated without numerous, and often agonizing, calls and can be kept within a small network or made public to connect with other patients. CarePages has been used by over 1 million families worldwide, and approximately 45,000 patient sites have been created. PatientsLikeMe (http://www.patientslikeme.com/) is a similar site, focused specifically on a few key longer-term diseases. Family and friends, and other patients with similar conditions, can track the clinical progress of patients with Lou Gehrig‟s, MS and Parkinson‟s.• Then there are blogs created by individuals or groups to serve a wider audience, creating a place for Health Care support, information, story swaps and more. The best of these blogs subscribe to the Healthcare Blogger Code of Ethics, which says bloggers must have clear representation of perspective, confidentiality, disclosure of any commercial vested interest, reliability of information, and courtesy in communication.Some of the most trafficked show the variety of topics and tones: o A Chronic Dose (http://achronicdose.blogspot.com/) o Asthma Mom (http://www.theasthmamom.com/) o ChronicBabe (http://www.chronicbabe.com/) o DiabetesMine (http://www.diabetesmine.com/) o Life with Leukaemia (http://childhoodall.blogspot.com/) 92 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGSWhen it comes to physicians and blogging, the two often don‟t go hand in hand. In some cases, where physicianshave created a personal or professional blog, hospital administrations have gone so far as to shut them down,citing worries about patient privacy and confidentiality.However, blogs created by physicians do exist and persist. Blogs from physicians can be revealing: AggravatedDocSurg (http://docsurg.blogspot.com/) says that operations are „fun‟. They can be a personal take on the politicalrhetoric around Health Care: Kevin MD (http://www.kevinmd.com/blog/) offers a doctor‟s eye view on medical issuesthat appeal to both his peers and the public.They can even be extremely and shockingly candid: M.D.O.D, which bills itself as “Random Thoughts from a FewCantankerous American Physicians”, features doctors venting about reimbursement rates, difficult cases and thepain of patients dying (http://www.docsontheweb.blogspot.com/).They can also be downright harrowing: EM Physician (http://emphysician.blogspot.com/) in the past recounted a scene ofgang members turning up at the ER with severe burns. Some other physician blogs include• Angry Doctor (http://angrydr.blogspot.com/)• DB‟s Medical Rants (http://www.medrants.com/)• Family Medicine Notes (http://www.docnotes.net/)• Medicine for the Outdoors (http://www.healthline.com/blogs/outdoor_health/)• NHS Blog Doctor (http://nhsblogdoc.blogspot.com/).Now we come to Pharma. Thus far, many Pharma companies have been dissuaded from creating blogs due to theiranxieties about adverse events. 93 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGSFDA and other global agency regulations require reporting of adverse events and off-label drug usage; somecompanies believe that through blogs, patients might take the opportunity to report negative side effects in entrycomments, or note their practice of taking medication for unintended uses. Companies would then be obligated toreport these events. But who, and when, and how? The regulations are unclear and companies have, in manycases, erred on the side of caution.As a result, the majority of Pharma-related blogs are created and run by third parties, and talk about Pharmafrom an insider and/or outsider perspective. Examples include EyeOnFDA (http://www.eyeonfda.com/), HealthCareVox(http://www.healthcarevox.com/), In the Pipeline (http://www.corante.com/pipeline/), Pharma Marketing (http://pharmamkting.blogspot.com/),and World of DTC Marketing (http://worldofdtcmarketing.com/index.html).But a few companies have taken the plunge, protecting themselves through comment moderation, creating a clearlegal and blogging policy, and more tips we‟ll discuss in the next sections. Also, they‟ve found interesting, variedexperiences as a result.• GlaxoSmithKline created AlliConnect (http://alliconnect.com/default.aspx), a blog that was centered on the Alli Weight Loss product line. The goal of the blog was to provide a place for “you to have a conversation with us about weight loss issues”. Topics ranged from the benefits of exercise, personal stories, eating right, dieting myths, and more. The site flourished for several years with numerous authors and subject matter experts. Unfortunately, it seems to have been abandoned since the last post in September 2008.• Johnson & Johnson‟s JNJ BTW (http://jnjbtw.com/) is a blog designed to reveal the “voice that often gets lost in formal communications”. Posts take an internal look at health policy, patient stories, video entries from their health channel, and personalized experiences from individual employees.• Within Johnson & Johnson, Centocor also created the CNTO411 (http://cnto411.com/) blog, focusing on health policy and Centocor‟s non-profit efforts. However, this blog has struggled to maintain regular postings. 94 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGSA BETTER PHARMA BLOGWhat can we take away from these tales of corporate blogs, of Health Care blogs, and the small moves withPharma blogs? Perhaps this: The opportunities are many, but have not yet been leveraged in Pharma. A Pharmacompany that can effectively create a blog will be in a unique position to build their company reputation andbrands, and reap rewards for years to come.All that remains it to determine how a Pharma company can do it right.PERSPECTIVEThe first step is critical, and it involves a reevaluation of your motives and goals. The key to an effective blog isperspective. Blogs cannot and must not be seen as simply another selling tool, a venue to talk endlessly aboutyour company‟s products and services. It is not your personal corner of the Internet to send out press releases andcollateral ad nauseam. These kind of blogs are downright boring and not in any way valuable or compelling toreaders.Instead, blogs should be viewed as a way to communicate with customers. Rather than simply talking, talking andmore talking, blogs must be about listening. Engaging a reader and/or customer in real, two-sided conversationdoes a number of things:• Reveals what your audience really wants and needs• Points out areas of service or product development that can be improved• Leads to more efficient, knowledgeable and, therefore, less expensive marketing• Leads to satisfaction and, even more importantly, loyalty 95 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGSWhen readers and potential customers see a company is making an effort to talk to them, learn about them andbetter serve them, that makes a powerful and serious impression. It leads to trust. It leads to referrals. It leads toloyalty now and in the future.POSTINGWith the right perspective, you have a good foundation for your blog. Next up is to think critically about, and planeffectively for, content creation.Blogging is a long-term commitment. As the few Pharma case studies show, the best blog can be undone by simplylosing steam and giving up. Readers expect new content on a consistent basis, and companies must realize thatfailure to deliver this new content is worse than having no blog at all.Prep your blog with some careful pre-planning:• Set A Strategy And Goal. Why are you creating a blog? A simple question, but one that can derail marketing and blogging efforts before they begin. Be specific, and be thorough, just as you are with other strategies, and set forth if you want your blog to be about the company, about the brand, about customer or employee experiences, or any other combination.• Determine Who Will Blog. You can decide to invest your blogging with one capable and reliable person, or you can create a team of bloggers. No matter your arrangement, there must be a clear line of authority and a process for getting posts approved and posted.• Create A Schedule. The more frequent the posting, the more you can provide feedback to your readers and create a site that can gather attention. Focus on posting between Monday and Thursday (when readership is high) and try to establish a schedule with at least one post a week.• Consider Design. Blog templates are available for free throughout the Internet, ranging from simple and clean to highly artistic. The drawback of using a pre-made template is the amount of coding and reworking you may need to do for your specific needs, and the likelihood of another company or individual using the same template. Consider working with a designer to create a customized blog design that is perfectly suited to you and your company. 96 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGS• Create A Blog Policy. A well thought out policy can guide content creation for the long-term, and also prevent any problems, including infringement on proprietary information or breaches of confidentiality. Some companies choose to tightly align their blogging policies with employee codes of conduct – just as an employee agreed not to divulge sensitive financial information or company secrets through tradeshows or conferences, company bloggers must apply the same to their blogging work. A blogging policy clearly notes what information can be shared publicity, what information is off-limits, and what procedures and processes exist.TOPICSContent is King, as we said before. The mere presence of a blog is not enough to further your company‟s goals.You need to consistently, constantly provide valuable content for your readers to have any chance of reaping allthe benefits that blogging can bring.It‟s a good idea to a have a weekly or monthly editorial meeting with all involved in producing the blog.Brainstorm with your blogging team and occasionally bring in outside help. Set up a company-wide brainstorm,consult with outside firms or business partners and, once your blog is up and running, solicit ideas from readers.This constant infusion of new ideas can ensure your blog not only stays fresh, but also on target.No matter if your blog is from the perspective of the CEO, or focused on marketing, or centered around patientsor physicians, you can draw ideas from the same areas:• Experience. Tell a relevant story through personal experience or narration. It can be based on observations from a conference, solving a customer problem, bringing a product to market, or the tales of patients made better with your brand. All of these options help bring your company and its products and services to life. 97 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGS• Strategy. Talk in plain terms about your company‟s quarterly results, or the development of a new product, or what happened at a company event. Best for corporate-themed blogs, these can be carefully timed, can align with approved messaging, and can also offer bloggers a chance to explain things in more detail, giving blog visitors a chance to comment on company activities.• Analysis. Think commentary, think point of view, but also think balance and interest. A CEO that writes an in-depth take on a particular industry trend, or a company employee that takes on a current socioeconomic situation, can be personal, informed by company strategy, and show readers how engaged and knowledgeable the company is about external events.• Response/Links. Part of your job as a blogger is to participate in the blogosphere. Read and comment on other blogs. Learn what people are saying about your brands, your company and your therapeutic area. Then publish links to relevant posts with your comments. Start or further develop a conversation about these posts and their ideas, and encourage your readers to get involved. Pointing links outside of your blog may seem counterintuitive, but encouraging readers to check out external links provides them with helpful, relevant and better reading experiences. It shows that you put their needs above your own.• Information. Establish your expertise with a post delving into a certain topic. In a branded blog about an Arthritis drug, create a post on “Top 10 ways to Increase Joint Flexibility”. In a blog focused on your company, create a post on “Top 10 Social Contributions of the Pharma industry”. The options here are endless.Numerous other options for blog posts exist, but these categories are highly effective jump starts.COMMENTSAs we noted previously, some Pharma companies may be most leery of blogs due to the interaction andcomments. Companies fear what they don‟t know, and often are scared readers will post their bad experienceswith a branded drug online, creating regulatory confusion.But there‟s also another deep-seeded anxiety about blogs related to comments. No one wants to be criticized,especially a company in a high profile setting. The possibility of getting negative comments from readers is onethat worries Pharma companies. 98 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGSWith this last concern, the solution lies again in perspective. Receiving comments on a blog, positive andnegative, can actually work in a company‟s favor. The willingness to show readers „warts and all‟ helps infusetransparency and credibility. It builds trust.If a company is willing to talk about things they don‟t want to talk about, and willing to accept comments of alltypes in the name of providing real value to customers, that‟s invaluable. It encourages more readers andprospects and brings more comments which, in turn, brings more readers.That said, companies do need to protect themselves. The best way to do this with comments is to establish acommenting policy. Make it clearly known to all readers that you encourage their participation throughcomments.Every viewpoint is allowed that adds to the conversation, but ground rules do exist that prohibit disrespectfulcomments, self-promotional messages, personal attacks and inappropriate language. You can even add notesabout personal drug experiences and provide the appropriate contact information for this kind of reporting. 99 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGSEvery blogging program allows the author to moderate comments before publishing, and many companies takeadvantage of this to prevent inappropriate comments. Going this route means you must establish a point personfor moderating comments as well as a schedule that means comments are posted as quickly as possible.A final note about comments: When a reader takes the time to give their thoughts on your post, you should makeit your policy to reply. This not only serves as a nice “Thank you” but can also lead to more conversation.Additionally, try to take the time to visit each commenter‟s specific blogs as well, to learn about your readers andto provide your own comments. It‟s this mutually respectful give-and-take that defines the better bloggers.KEY MESSAGES AND VALUESNo matter the type of blog you produce, the best blogs that come from brands and companies exhibit some keyvalues.Blogs must have transparency. Bloggers must be upfront with readers about who they are as authors, includingtheir backgrounds, roles within the company, any vested interests, and their perspectives. Include an „About‟page with all your bloggers, and a „Contact‟ page for personal contacts. Posts should reflect this personal andcorporate transparency, establishing integrity and credibility for the blog and company.Blogs must also be clear about your blogging policy, goals, comment policy and all the inner workings of your blog.Finally, they need to be honest and accurate. This can go a long way towards establishing that elusive trust andcan prevent the irreparable harm that comes from dishonesty or mistakes. 101 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 9: MAXIMIZING THE USE OF BLOGSBlogging is powerful. Even more so - experimenting beyond written content. Explore the world of video blogs - orvlogs - to put faces, voices and personality to your content. Developing video adds to the „stickiness‟ of your blogand can drive your strategies forward.Blogs are a way to empower your company, your brands and your customer. Done well, they can be instrumentalto a brand‟s success, and work with other social media towards a more cohesive campaign. We examine anotherset of social media tools in this campaign in the next chapter. 102 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINMajor corporations are flocking to Facebook (http://www.facebook.com/) as a legitimate advertising platform. Thesame holds true for Facebook‟s social media cousins, MySpace (http://www.myspace.com/) and LinkedIn (http://www.linkedin.com/). Why?No matter if you fully understand social networking or just subscribe to social networking and this powerful trio ofsites, a major change is happening that will affect the way all businesses advertise. Facebook, MySpace andLinkedIn are offering the holy grail of marketing – the most targeted, most powerful advertising platforms evercreated.With these sites, you and your company have the capability to advertise specifically to your select target market.You can show ads to a specific type of user based on sex, age, education, relationship status, profile keywords,and even political views. It‟s the promise of true one-on-one marketing come to life.In this chapter we take a look at this trio.FACEBOOKFacebook has established itself, in a few short years, as the most popular and social-networking site with the mosttraffic in the world. Today, Facebook claims over 200 million users and each week a million new members areadded in the United States. Globally, which includes people in every continent, including Antarctica, that numberjumps to five million each week. In January 2009, nearly 69 million unique visitors found Facebook.Mark Zuckerberg initially founded Facebook in 2004 as a platform for his fellow university students to connect andinteract. While younger participants still dominate the site, a large and growing percentage of Facebook users areover the age of 23. In the U.S., users over 26 now make up 45% of the total Facebook population. Recent researchindicates that the fastest growth segment is age 35 and over. 103 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINSimply put, Facebook is a platform that brings people together for conversation and entertainment. A Facebookparticipant creates a personal profile, with as much or as little demographic and interest information as he or sheprefers. A typical profile page contains:• A profile picture• Personal information, broken out by categories• A wall where other users can post comments• Photos and videos uploaded by the member• Applications• Notes, a blogging feature allowing embeddable images, tags, and moreAfter establishing a profile, participants can seek out friends to connect with. The average user has connectedwith 100 friends, with whom they can communicate through a variety of direct and indirect means, including theirwalls, notes and applications.Facebook made big news when it opened up its system to independent developers, allowing applications of everyshape and purpose to be created and used by members. Today, over 52,000 applications are currently availableon Facebook, with an average of 140 new applications added per day. These applications are designed to increasethe ways users can communicate with friends and groups.Through quiz and review applications, friends can compare movie and music interests. Through native and newapplications, members can find long lost classmates and colleagues. Friends can be ranked and scaled accordingto “sweetness”, “hotness”, or any number of other qualities. Members can buy and send virtual beverages,animals, toys, and much more. 104 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINThe exhaustive list of possibilities is enough to make any marketer stand up and take notice. But… there‟s more.Facebook members also can search and join any number of communities.From the silly (“This is What a Natural Redhead Looks Like”) to the political (the plethora of Obama and McCaingroups in the last U.S. election) to the branded (soft drinks, car manufacturers, Websites, and many more),Facebook members are organizing themselves into communities of practice.Taken together, the marketing potential for Facebook is ripe. Companies can join or build a community, deployan application, invest in advertising, gather target market information, and gain a new following and network.BUSINESS ON FACEBOOKHow are businesses using Facebook? For nearly every marketing objective you can imagine, companies areexploring the multiple avenues Facebook provides to create some interesting experiences and results:Lenovo, a company specializing in personal computing technology, used Facebook as a component of a 2008Olympic campaign, designed to generate global awareness for its brand.They developed a „TEAM USA‟ Facebook application (http://apps.facebook.com/teamusa/lenovo/ranks), which showcasedLenovo-sponsored Olympic athlete bloggers and enabled users to participate in virtual fan relays, follow eventresults and medal counts, and send virtual cheers. 105 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINThroughout the application, users were encouraged to invite their friends to join. Banner ads promoted the appon the greater Facebook network. During the 2008 Games, Facebook members viewed the „Team USA‟ applicationmore than 1.8 million times.More than 250,000 users from 120 countries downloaded the application, signifying a major boost in globalawareness for the brand.The Travel Channel used Facebook to boost Website traffic. They developed an interactive game applicationcalled „KIDNAP!‟ (http://www.facebook.com/apps/application.php?id=14057001167) in which users virtually kidnapped theirfriends and held them in a hideout city. Within the application, a „cheat sheet‟ linked to travelchannel.comcontent. The kidnapped had to answer questions about the designated city to be set free. 106 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINThrough the game, participants were gradually introduced to the Travel Channel and branding in a way thattaught them to rely on the site as a travel information resource. Playing off members‟ desires to interact andcompete with friends, the game can be accelerated and spread throughout a network quickly. 107 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINDuring the application launch in August 2008, the Travel Channel used Facebook Social Ads to generate awarenessand established a Travel Channel group. During its first 6 weeks, over 1.7 million kidnap requests were sent andover 23,000 daily active users participated.Traffic to travelchannel.com increased 28%, and page views increased 38%. By early 2009, usage had grown toover 2.4 million players, and the Travel Channel‟s site sees an average of 60,000 clicks a day originating from theapplication.Cisco, well known for its technological prowess, wanted to expand its presence and up its „coolness‟ factor,leading to the launch for its new service router product series.The company began the „CISCO SUPPORT GROUP FOR UBER USER INTERNET ADDICTS‟ group(http://www.facebook.com/group.php?gid=8132918757), which contained links to the company‟s YouTube page and Twitterprofile.Within the group, moderators posted questions to initiate group discussions, held polls, and posted giveaways.Cisco also used Facebook to host a member quiz, “What Kind of Uber User are You?” Users could test themselvesand their friends, and share and discuss their results within the Uber User Group. 108 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINSince its launch, the Cisco group membership has exceeded 1,000 members, mostly made up of customers. Thecompany continues to encourage and create new means of interaction within the group, is using this first foray asa community base for future Facebook campaigns, and as a channel for ongoing direct communications.The list of companies engaging with Facebook (http://www.facebook.com/) and their users continues to grow every day.Retailers are hoping to boost sales with group pages like Champion Fan Zone, PINK by Victoria‟s Secret, Reebokand Target.Airlines like SouthWest Airlines are putting a human face on their company and encouraging travel; cruise lineslike Carnival (http://www.carnivalconnections.com/) are leveraging the connections made on a cruise to furthermarketing.The possibilities are limitless!!HEALTH ON FACEBOOKWith over 200 million users, patients and physicians are exploring Facebook in their personal and professionaltime. Patients are uniting in groups dedicated to specific conditions (Leukemia, Cancer, ADHD, Asthma, Diabetes),where they can ask questions, get feedback and find ways to improve their quality of life.As organizations, many doctors, hospitals, clinics and practices have set up Facebook pages and groups. When itcomes to physicians themselves, thus far, they are opting for physician-only social networks rather than widerplatforms like Facebook. They relish the chance to network with colleagues and peers in a secure setting. 110 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINHas Pharma delved into the world of Facebook?Just as with other social media, Pharma has thus far been fairly hesitant when it comes to social networking. Allthe concerns are well known – privacy concerns, legal and regulatory anxieties, and a general lack of knowledgeabout the technology and processes.However, some have experimented with Facebook.The most notable participant thus far is McNeil Pediatrics, a Johnson & Johnson company, which has developeda Facebook group for ADHD MOMS (http://www.facebook.com/ADHDMoms?ref=mf).The group boasts over 8,000 members, largely due to an unbranded and comforting environment. While McNeil isproducing and selling the ADHD drug, Concerta (methylphenidate), the site contains only discussions, polls andletters from pediatricians and other thought leaders.The group is led by one pediatrician and three mothers of children with ADHD, and guest writers routinely discusstopics surrounding raising a child with ADHD.The group also offers a podcast series, links to prominent ADHD organizations, and valuable information ontreatment management and adherence. 111 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINBRANDING AND BUSINESS OPPORTUNITIES ON FACEBOOKThe lack of large Pharmaceutical involvement in Facebook represents an opportunity for companies to createsomething unique and powerful. What options exist to brands to build business on Facebook? Create a Company Profile Just like individuals, companies can create their own profile page and connect with others. While individuals can make „friends‟, companies can seek „fans‟. When a user decides to become a fan of your company, your page appears on their profile and the affiliation is broadcast throughout the general news feed - a continually updated list of all users‟ status updates, new connections and recent activities. The new connection can also be seen by a user‟s network through the mini-feed, a continually updated list of updates from friends. That translates to powerful viral exposure. When users become your fans, they can receive messages about any new products or services as well as any special offers or promotions. They can continually visit the page to view new content and interact with the company, adding reviews, writing on the company‟s wall, uploading photos, and any other ways a company decides to enable. All interactions are broadcast on the news feed and their network mini-feed. Why would a user decide to become your fan? Just like a blog or any other online entity, content is critical. Create a page that is relevant but engaging, with video, discussions, articles, photos, and more. Peruse other company pages to discover what you like, what works, what you want to avoid, and how to set up your page for success. 113 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDIN Create a Community Take a cue from McNeil and their ADHD Moms group, and set up a loosely branded support community. On your Group page, speak directly to an audience affected by your therapeutic area, offering expertise, advice and opportunities to interact with others. Keep topics relevant to your brand, but also valuable for your readers. Advertising Facebook also offers more traditional advertising, but amped to a new level. SOCIALADS (http://www.facebook.com/advertising/) include banners placed along the margin of a user‟s profile page, and ads that appear as sponsored content within users‟ news feeds. Both can be based on a variety of demographic data volunteered by the users themselves, including age, location, interests, college, employer, and more. Ads can be purchased on both a CPC (cost per click) and CPM (cost per one thousand impressions) basis, and an auction set-up (based on relevancy as well as highest bid) is used to determine placement. Detailed performance metrics are also available for measurement and optimization. Research Facebook Polls can be targeted, similar to Social Ads, and allow you to survey users who meet your selected criteria. Give users a chance to share their opinions and receive real-time feedback on branding questions, condition practices and other related queries. The focus of this paper is primarily on brand building through product and service marketing. But don‟t forget the significant other options for the company offered through social media platforms like Facebook. 114 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDIN Numerous Pharma companies have set up official and unofficial groups or fan pages, bringing together current and former employees, allowing for communication and communion as well as reputation management. Sanofi-Aventis, Novartis, Boehringer Ingelheim, Pfizer/Wyeth and Roche seem to be leading the pack in terms of activity. Sanofi-Aventis set up an official fan page with over 1,000 members. Lots of employee activism exists at : • Boehringer Ingelheim (http://www.facebook.com/group.php?gid=2739590164), • Roche (http://www.facebook.com/group.php?gid=19606526967) and • Novartis (http://www.facebook.com/group.php?gid=2444039967) as well with Facebook groups of 500+ members.FACEBOOK TAKEAWAYYour takeaway from this discussion on Facebook? The opportunities can be surprising and should be leveraged foryour company.Look past the Pharma world for great examples of what businesses are doing with Facebook. And just like withblogs, be prepared to put the customer first. 115 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINMYSPACEWhat was once the dominant social media channel has now been eclipsed by Facebook in general membership.My- Space still powers on, however, on the strength of connecting friends and promoting artistic endeavors.In the U.S., MySpace boasts over 76 million members, with a growth rate of 0.8% per month. While Facebook has asignificantly larger user base, MySpace maintains an edge with unique visitors and time spent on the site.The average MySpace user now spends 266 minutes (4.4 hours) on the site every month. MySpace says its usersspend nearly 100 minutes more per visitor than Facebook.MySpace users span all economic classes, geographic locations and age groups, but tend to show a concentrationwith the age 16-30 crowd, and a majority of their members are based in the United States.For all types of artists and performers, MySpace has become the default venue for being seen and for reachingfans.Like Facebook, MySpace is a platform that brings people together for conversation and entertainment. A usercreates a personal profile, sharing as much information as he or she prefers. A typical profile page contains:• A profile picture• Personal information, broken out by categories• A photo list of friends• Photos, videos and music selected or uploaded by the member• A comment section where friends can send notesAfter establishing a profile, participants can seek out friends to connect and communicate with through commentsand direct messages. 116 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINDue to the large base of artists and performers on MySpace, users can also seek out groups and artists to listen to,watch, become fans of, and send messages to. Businesses interacting through MySpace generally have an artisticbend, or a larger potential customer base.• Gretsch Guitars was celebrating their 125 Year Anniversary and used their MySpace profile to direct fans to their Next Gretsch Greats Contest page. Instead of developing a separate fan community or network site, they went where their fans were already interacting. The contest resulted in 55,000 votes, which meant 55,000 visits to their site. 117 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDIN• Apple has jumped on MySpace in many ways. For the recent release of the new iPod Nano, Apple created pages (now removed) for each color incarnation. Users were able to express their color preferences (and support of Apple) by becoming fans. At one point, the pink Nano had over 37,000 fans.• Many businesses sponsor bands or events on MySpace, including Sony, State Farm, McDonalds and Toyota (which gives away free music downloads on Toyota Tuesdays).In the Health Care world, patients have come together through their personal interactions on MySpace. For themost part, physicians and Pharma have stayed clear of MySpace, in many cases, spotting the increasingly artisticniche as an inappropriate match. However, this doesn‟t have to be the end of the story for Pharma companies.Many brands could work well in MySpace, and companies have the chance to create something different. Whatoptions exist?CREATE A COMPANY PROFILEJust like individuals, companies can create their own profile page and connect with others. A profile design canbe much more customized than on Facebook. Find a clean and attractive layout by searching online or enlistingyour experienced designer. Keep it simple – some MySpace users have a tendency to clutter their pages and optfor eye-numbing layouts. As far as profile page content, you have the options to keep it as fresh and relevant aspossible. Post comments, bulletins and blog posts. Add music, photos and video if appropriate.Once you‟re established, it‟s time to make friends. Use the search feature to browse for friends by age, genderand a host of other demographic information, and start seeking the people who could welcome the informationyou‟re providing. 118 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINADVERTISINGMySpace offers „hyper-targeted‟ ads, in which a local business can target MySpace users by Zip Code, or acompany can seek users by age, gender, preferences and other specific, highly targeted demographics.Already, MySpace says that about 70% of their advertising orders include some form of hyper-targeting. Earlyresults show that some advertisers have seen a 50% to 300% jump in people clicking on an advertisement.The opportunities on MySpace can be intensely targeted on advertising and potent chances for networking andconnection.LINKEDINAnother big player in the social networking world, with name value and increasing membership, is LinkedIn.Carving out a niche as a professional social network, providing a space for job seekers, the happily employed,networking professionals and researchers, LinkedIn presents the business world with some interesting options.For the past several years, LinkedIn has held firm in membership, hovering around the 15 million mark. However,due to a worsening economy and growing unemployment, the site has experienced a recent boost. In March 2009,the site hit 36 million members and is currently adding them at a rate of about one member per second.From about 3.6 million unique monthly visitors in early 2008, the beginning of 2009 saw 7.7 million uniquemonthly visitors. 119 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINCompared to Facebook and MySpace, LinkedIn is highly similar in format. Where it differs is in the professionalniche, and the very adult membership. Users create a profile that focuses on their employment, past and present.Users can connect with colleagues and friends, and create a staggering amount of 1st, 2nd and 3rd degreecontacts. A user with over 100 connections can conceivably be tied to over a million users.With these connections, LinkedIn members can recommend colleagues, request recommendations fromemployers, maintain a list of professional contacts, seek new sales opportunities, research a potential client andfind a job. Just like on Facebook and MySpace, members can join groups, often affiliated around universities,employers and other professional associations.One of the most powerful features of LinkedIn is the ability for members to ask their extended network questionsabout work topics, and receive some great mentoring in return.The business presence on LinkedIn is primarily brand building in a different way than Facebook and MySpace.While these sites allow businesses to connect with customers, LinkedIn is a wonderful place for businesses andPharma companies to connect with employees and new recruits.Nearly every Pharma company is represented on LinkedIn, with extensive group pages linking to their talent, newhires, regional connections, and more. Through a person‟s network, they can discover and develop connectionswith competitors and colleagues. Company pages include• Pfizer (http://www.linkedin.com/companies/pfizer)• Novartis (http://www.linkedin.com/companies/novartis),• AstraZeneca (http://www.linkedin.com/companies/astrazeneca)• Merck (http://www.linkedin.com/companies/merck)• GSK (http://www.linkedin.com/companies/glaxosmithkline)• … and a myriad more. 120 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINBy establishing a company page, inviting all current employees to connect and continually maintaining the page asyou would a Website or blog, a company‟s reputation can grow and a brand can build over time. 121 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 10: MAXIMIZING THE USE OF FACEBOOK, MYSPACE ANDLINKEDINSocial networking offers excellent opportunities for Pharma through Facebook, MySpace and LinkedIn. And theoptions don‟t stop there – new social networking develops every day, similar in many ways to our trio here, butoften focused on a demographic or niche. As part of an eMarketing campaign, including blogs and socialnetworking.Pharma can build their brands. With additional tools, like the topic of our next chapter, the efforts can go evenfurther. 122 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 11: MAXIMIZING THE USE OF TWITTERCurrent estimates say that Twitter (http://twitter.com/), the micro-blogging marvel, has a total user count of around8 million. Every day, up to 10,000 new people join.It‟s no wonder that the New York Times calls Twitter “one of the fastest growing phenomenon on the Internet”.What‟s all the buzz about? Is Twitter here to stay? Does it really provide business opportunity? In this chapter,we‟ll look at the tool, current uses and tips for maximized business use.TWITTER IN ACTIONTwitter combines components of blogging, Facebook, and other social media, and condenses it down to a smallbut potent task. Members post updates (called Tweets) of up to 140 characters as often as they wish. Ostensibly,the updates are to answer one question: “What are you doing?”Like Facebook and other networks, people can follow each other and their tweets. Like many social mediaoptions, participants can reply to tweets and begin a whole new conversation. The result is a constant stream ofcommunication.Twitter started gradually in 2006, and by the start of 2008 had around 500,000 unique monthly visitors. But then…it exploded – by December 2008, Twitter had a total of 4.43 million unique visitors, a growth rate of 752%. Themost recent figures from March of 2009 indicate Twitter has again nearly doubled, with 8 million unique visitors.Twitter users are primarily adults and are highly mobile, updating through their laptops, Blackberries, iPhones andother devices. Together, users have created over billions of tweets to date. Many Twitter naysayers contend thatthe whole exercise is pointless. 123 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 11: MAXIMIZING THE USE OF TWITTERIsn‟t a bit narcissistic and boring to keep everyone apprised of your lunch menu and what‟s happening at work?However, those who support the tool and use it extensively proclaim its great power in communication. Twitterusers were the first to spread news about the Hudson River plane crash earlier in 2009. Market researchers arerelying on Twitter to determine „what‟s hot‟ and „what‟s not‟.Politicians are keeping in touch with their constituents in more immediate ways than ever before through Twitter.And then there‟s business.When it comes to the world of buying and selling, some major players stand by Twitter and advocate interestinguses.These are as follows:• Dell (http://www.dell.com/twitter) has created a number of Twitter profiles, each focused on providing followers new deals. DellOutlet (http://twitter.com/delloutlet), for example, posts recent refurbished Dell computer offers.• Starbucks (http://twitter.com/mystarbucksidea) posts new offers and also participates in threaded discussions with their Twitter followers.• JetBlue (http://twitter.com/jetblue) answers questions and provides customer service through their Twitter account.• Southwest Airlines (http://twitter.com/southwestair) transfers the irreverent tone of their blog to Twitter, running non-official, entertaining discussions with their customers.• Whole Foods Market (http://twitter.com/wholefoods) asks what their clients like to read and watch, recommends food media and podcasts, and invites them to store events.• HRBlock (http://twitter.com/HRBlock) runs ask-and-answer sessions with their customers. 124 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 11: MAXIMIZING THE USE OF TWITTER• Forrester Research (http://twitter.com/forrester) posts updates of their site‟s new reports and recent discussions.• Kodak Chief Blogger (http://twitter.com/kodakCB) posts the company blog updates and invites discussions with customers and followers.• Zappos (http://twitter.com/zappos) uses Twitter to connect on a personal level with their employees and customers. They highlight new deals, interesting facts and share funny stories: Activity is not a sales driver but a brand builder, driving repeat customers and word of mouth. 125 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 11: MAXIMIZING THE USE OF TWITTERTWITTER IN HEALTH CARE AND PHARMAWhat about physicians? Physicians are an active user group of Twitter, and they‟re working to push the boundariesof what to Tweet. Take the February 17th Twitter conversation by surgeons.An Oncological surgery at Henry Ford Hospital was broadcast to the Twitterverse, giving short, real-time updateson the procedure as a learning exercise in removing a kidney tumor without taking out the entire kidney. Doctors,medical students, and the simply curious around the world, tuned in.This type of sharing will undoubtedly increase over time, especially as the medical student population growsincreasingly fond of social networking and Twitter.The patients are also using it. Twitter users are finding conversations about drug side effects, clinical trials,approvals and recommendations infinitely easier and more useful through Twitter than many static sites.Countless Twitter conversations on these topics have been documented and recorded.So, the physicians and the patients are using it. What about Pharma?Pharma companies have been hesitant, worried about the unknown. This is probably largely driven by lack ofknowledge about it as well as legal and regulatory fears.Nonetheless, some intrepid Pharma companies have ventured into the unknown waters.At the beginning of this year, several key Pharma companies dove into Twitter, setting up corporate accounts witha variety of content: 126 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 11: MAXIMIZING THE USE OF TWITTER• Boehringer Ingelheim (http://twitter.com/Boehringer?page=2) uses a point person, John Pugh, Boehringer‟s Director for Global Corporate Communications/External Communications, to personalize and participate. He posts press releases, links to Internet based information about disease areas, and posts articles he thinks followers might find interesting.• Johnson & Johnson (http://twitter.com/JNJComm) have set up an account focused on personalizing the company and building its reputation. A real company member tweets and interacts with the public on a variety of topics.• AstraZeneca (http://twitter.com/AstraZenecaUS) is focusing on injecting information into the conversation, sending tweets on access programs, Health Care reform and strategy.• Novartis (http://twitter.com/Novartis) tweets from their corporate communications center in Switzerland, and focuses on sending out their existing press releases.These beginning moves are slow starts, but are providing an example for other Pharma companies to watch andlearn. 127 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 11: MAXIMIZING THE USE OF TWITTEROPPORTUNITIESA growing number of businesses, marketers and professionals are spotting massive potential with Twitter. Actingas evangelists for the tool, some key pundits blog and Tweet extensively about why you belong there. In a recentblog post, John Jantsch, of popular marketing blog Duct Tape Marketing, summarized the key things marketerswant, things which Twitter can provide:• Would you like a way to connect and network with others in your industry or others who share your views?• Would you like a way to get instant access to what‟s being said - this minute - about your organization, people, products, competitors or brands?• Would you like a steady stream of ideas, content, links, resources and tips focused on your area of expertise or interest?• Would you like to extend the reach of your thought leadership – blog posts and other content?• Would you like a way to quickly find vendors, partners, technical help, and even employees for your organization?Chris Brogan, social media blogger and expert, also continually writes about Twitter and notes the majorpositives:• Twitter helps organize great, instant meet-ups (Tweetups).• Twitter works great as an opinion poll.• Twitter can help direct people‟s attention to good things.• Twitter breaks news faster than other sources.• Twitter brings great minds together and gives you daily opportunities to learn.• Twitter gives your critics a forum, but that means you can study them.• Twitter helps with business development if your prospects are online.• Twitter can augment customer service. 128 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 11: MAXIMIZING THE USE OF TWITTERUltimately, evangelists and pundits alike agree that companies, especially Pharma, can use Twitter as a way toresearch, interact, assist customers proactively, build relationships, brands, understand more about the market,and learn from others in the field.It‟s a way to open up dialogue, knock down the growing perception that Pharma companies don‟t care what theircustomers and peers think, and start to build trust. With these potential uses in mind, and taking a compositepicture of what Pharma, businesses, professionals and everyday people have done with Twitter, companies caneasily come up with a list of activities to try.Before diving in, just as with any other new tactic, companies first need to think about strategy. Why do you wantto use Twitter? What specifically are you looking to accomplish? Thinking about all the potential benefits and usesof Twitter, especially those listed above, what do you want to focus on?By far, the most successful Twitter ventures are those that keep the role and needs of the customer in mind.People on Twitter, just like other social networks, don‟t want to be sold or marketed to. Your goals shouldrevolve around building relationships and providing value for customers.Another consideration is determining your corporate persona. Companies can opt to stick with the brand name,taking on a company personality that stays constant. Companies can also take it a step further, using andidentifying specific employees. These individuals not only evangelize the brand, but also engage in personalinterests and communication.No matter how you decide to create a presence on Twitter, the necessary next step, and an ongoing step, is tolisten. Follow the ebb and flow of conversation and you will get a great feel for what content users like, what isimportant to users, and how you can fit in. 129 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 11: MAXIMIZING THE USE OF TWITTERConduct searches on key topics, like your brand or your condition area, and you can get a highly concentrated andnatural discussion from those on the ground.With this planning as a foundation, how can you and your company use Twitter to build brands and boost sales?• Test New Ideas: Want immediate feedback from the real world? Businesses are using Twitter as a place for thought balloons all the time, and receiving information that can help mould new products and services.• Publish News and Info: One of the best parts of Twitter is its instantaneous reach. Take advantage of an interconnected network to blast your up-to-the-minute news on approvals, or send out missives on legislative acts under review.• Distribute Promotions: Some of the biggest business presences on Twitter are revered for their sharing of coupons, deals and other goodies with customers.• Create Brand Personality: Extend your social media and blogging strategy with Twitter and you can more fully create the brand personality you‟re striving to impart.• Engage in Customer Service: Offer your presence as a way for participants to get questions answered, get thoughts on specific products, and troubleshoot.• Keep Them Guessing: Include a wide variety of information in your Twitter stream, mixing information posts, links to other people‟s posts, replies to questions, alerts, and more.Remember that Twitter should be another way to add value for your followers and customers. Tweet when youfind opportunities to do just that, rather than simply promoting your company and brands, and you can find greatmarketing benefit. 130 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 11: MAXIMIZING THE USE OF TWITTERWHAT TO TWEETTo effectively create brand personality, engage followers and prospects, and build something unique, yourpresence should be constant and ever-changing. Wondering what specifically to Tweet about? Instead of answering the question, “What are you doing?” answer the question, “What has your attention?” Ask questions. Twitter is great for getting opinions. Tweet about other people‟s ideas, products and services. Great for developing networks and conversations. Give advice when you do mention your products. Share the human side of your company with pictures and personal posts. Mention events, both your own and others your audience might find interesting. Start contests: ”The first three people who answer this trivia question get….” Reply to others (using @ and their Twittername). The more personal the reply, the higher the impact. Point to your new blog posts, and promote other people‟s blog posts that are of interest OH‟s (overheard). These can be highly funny and personalizing, along with fun Internet games and sites. 131 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 11: MAXIMIZING THE USE OF TWITTERSocial networks and social media environments can be prickly places, as we‟ve noted before. Twitter seemsespecially likely to have users bristle at overt selling or inappropriate communication. Make sure to avoid keycontent misfires, like consistently using your Twitter stream only for self-promotion, or using it as a place tonotify people of new blog posts. Basically, any actions that wear on followers‟ time or patience are a no-no,including limiting your presence to a corporate, untouchable persona. 132 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 11: MAXIMIZING THE USE OF TWITTERTo really create value with your tweets, and to ensure content that‟s continually engaging and attractive, keepconsistency. Produce at least 10 tweets a week to maintain an active, current presence that people will trust.Also keep conversations to a group level. For private conversations, stick to Direct Messages. This keeps clutterout of the main communication, and also prevents too much information being revealed. Always remember thattweets are „on the record‟. Everything you Tweet is searchable on the Internet, aiding keyword searches, and alsocreating a public record of any missteps.Follow those that follow you. Being connected in this way allows you to send direct messages when needed. Thispractice can also help prevent discomfort in the Twittersphere; if you proactively follow others without theirinitial interest, you run the risk of appearing as a spammer.Above all, prevent Twitter addiction. Twitter can easily turn into a time sink. Beginners especially can feel theneed to read every single Tweet, eating up hours of time that should be devoted elsewhere. To prevent addiction,many experienced participants invest preplanned blocks of time to catch up and converse. Filtering your Twittertraffic can also help; TweetDeck allows you set up groups and filter conversations for specific topics and specificpeople.Don‟t forget to use new Twitter tools to full advantage. Some great options include:• PharmaTweetical (http://www.pharmatweetical.com/index.php): Tweet in a purely Pharma arena, great for filtering out some of the unrelated updates, for discovering colleagues and experts, and to find other relevant contacts.• TwitterFox (https://addons.mozilla.org/en-US/firefox/addon/5081): This Firefox Internet browser plug-in allows you to view tweets within your browser (in a popup menu). A number of other applications, like TweetDeck, allow you to download an interface specifically for Twitter on your desktop. 133 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 11: MAXIMIZING THE USE OF TWITTER• TweetLater (http://www.tweetlater.com/): This service allows you to schedule tweets, just like you would schedule emails. Another very powerful feature is the ability to receive email digests of keyword activity in the Tweetosphere.• Twitter for Facebook (http://www.facebook.com/apps/application.php?id=2231777543): If you are on Facebook, this application forwards your Twitter updates directly to Facebook as status updates.• Flecklite (http://fleck.com/lite): If your company is using multiple people to Tweet, set up an account through this service and everyone can create and direct tweets to the company Twitter account.• Twitterholic (http://twitterholic.com/) and Mr. Tweet (http://mrtweet.net/): These tools offer some basic analytics, where you can view your rate of collecting followers and your rank against the entirety of Twitter, stats on your own usage of Twitter, and info on good people beyond your own network of people you‟re following or who are following you.Twitter can be a highly entertaining and highly effective way to build a brand, if you keep perspective. Twittercan resemble a cocktail party conversation in many ways, and stay limited to small talk and meaningless chit-chat.However, if you take it to the next level, with appropriate content and follow-up, you can make it meaningful.In the next chapter, we move from the world of text to video. 134 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 12: MAXIMIZING THE USE OF YOUTUBEIn the past few years, the Internet has seen a video revolution on the strength of high-speed connections andsocial networking. In January 2009 alone, Internet viewers watched 14.8 billion online videos, ranging from thesilly to the educational, the political to the personal, the unbranded to the branded.YouTube (http://www.youtube.com/) is the king of Internet video: Under its parent company, Google, YouTube holds anearly 43% market share in online video viewing. It‟s also a welcoming environment for all types of viewers andparticipants, including Pharmaceutical companies and other businesses.How can a Pharma company utilize YouTube to its advantage, building brands, increasing awareness, andultimately boosting sales? In this chapter, we‟ll take a look.YOUTUBE IN ACTIONWhen a person with the simplest of videography equipment decides to film an office party, a pet‟s funnyescapades, a live event, or anything they find interesting, YouTube is the place to post it. Videos fromsophisticated video equipment, handheld camcorders, or even mobile phones, can be uploaded to YouTube andshared with the entire world. The concept is simple and the response since YouTube‟s debut in 2005 hasrevolutionized the Internet.Today, every type of video can be found on YouTube: Educational films, new and old music videos, movie trailers,behind-the-scenes footage of shows and movies, personal videos from users across the world, commercials,contests and promotions, video blog entries, and much, much more. Anyone with a free account can upload theirown videos, to keep private or share with the public, and even create a personal channel that other users cansubscribe to. Anyone, with or without an account, can view videos by simply browsing categories or searching forspecific items. 135 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 12: MAXIMIZING THE USE OF YOUTUBEThe scope of YouTube is staggering. In 2008, YouTube contained over 70 million videos, published by over 200,000creators.Every minute, 13 hours of video are uploaded to YouTube. In January 2009, 147 million U.S. Internet userswatched an average of 101 videos per person on the site.The population that uses YouTube is highly varied and skews slightly older than other social networking sites, withthe average age of a video viewer being nearly 27. The uses of YouTube are also highly varied, and businessmarketing is prominent among them.Brands throughout the spectrum of industries are leveraging YouTube in some unique and potent brand buildingcampaigns. Overall, brands enjoy YouTube because of the massive reach and the potential to reach small, nicheaudiences. YouTube also offers a platform for creative teams to stretch their muscles, unhindered by the shortcommercial times mandated by television.Videos offer companies a chance to dip into social media, but still maintain a bit of the control afforded bytraditional campaigns. And finally, brands are fond of YouTube for the ability to connect with consumers on anemotional level through the power of story and video.Numerous brands have established brand channels, with their own unique designs and constantly updatedcontent.All the major American TV networks have YouTube channels, as do most current politicians as well as the Queenof England. Companies like Cadbury‟s, Victoria‟s Secret, Diesel, Nike, Pepsi and Swiffer all have createdchannels. 136 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 12: MAXIMIZING THE USE OF YOUTUBESome of the most highly viewed and popular content on YouTube is branded. Here are the Top 10 as of mid 2008:• Nike - “Ronaldinho: Touch of Gold” (http://www.youtube.com/watch?v=lsO6D1rwrKc) - Viewed 22,581,372 times• Pepsi - “PEPSI (Britney Spears, Beyonce, Pink - We Will Rock You)” (http://www.youtube.com/watch?v=SkELRp4wKPs) - Viewed 14,050,586 times• McDonalds - “Fast Food Freestyle” (http://www.youtube.com/watch?v=FLn45-7Pn2Y) - Viewed 11,744,399 times• Coca-Cola - “Diet Coke+Mentos=Human experiment: EXTREME GRAPHIC CONTENT” (http://www.youtube.com/watch?v=lFf- kW1E0Tc) - Viewed 8,583,526 times• Unilever - “Dove Evolution” (http://www.youtube.com/watch?v=iYhCn0jf46U) - Viewed 6,727,556 times• Disney - “Internet is for Porn” (http://youtube.com/watch?v=_GGGAJ_2TvQ) - Viewed 3,278,230 times• Budweiser - “Banned Super Bowl 2007 Bud commercial” (http://www.youtube.com/watch?v=tnUEcG4iH34) - Viewed 2,149,516 times• Microsoft - “Microsoft Surface Parody” (http://www.youtube.com/watch?v=CZrr7AZ9nCY) - Viewed 2,068,861 times. 3,322 comments• IKEA - “Banned Commercial - Swedish Midsummer” (http://www.youtube.com/watch?v=8I5BGsK5ZAU) - Viewed 1,483,858 times• Toyota - “Top Gear: Killing a Toyota Part 1” (http://www.youtube.com/watch?v=Lrk6vsb77xk) - Viewed 1,132,279 timesAll of these clips are branded content but they go beyond simple rehashing of commercials on TV. They‟revariations on existing content, with „unrated‟, banned, or previously unseen, additions. They‟re ads or othermessages that never made it to television, or are only available in certain geographic markets.All of these clips are branded content but they go beyond simple rehashing of commercials on TV. They‟revariations on existing content, with „unrated‟, banned, or previously unseen, additions. They‟re ads or othermessages that never made it on television, or are only available in certain geographic markets. 137 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 12: MAXIMIZING THE USE OF YOUTUBEThen there are the truly unique pieces, the videos that promote a brand, but are engaging, entertaining, and onlypossible in a setting like YouTube. One that fits this bill, although not on the list above, is the highly successfulBlendtec - Will It Blend? video series (http://www.youtube.com/watch?v=B8H29jU8Wrs).This campaign features the Blendtec blender put to the test, with household items like golf balls, marbles,crowbars, and even iPods, thrown into the blender. The campaign works because it‟s funny and captivating, yetstill shows the superiority of the brand. The company also sought to engage viewers further by asking forsuggestions of things to blend. For a surprisingly low budget (the first five videos were created for $50-$100), thecompany yielded major press and prospects. 138 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 12: MAXIMIZING THE USE OF YOUTUBEHEALTH USESPatients on YouTube are finding educational clips and videos from hospitals, organizations and other patients,teaching about conditions and treatments. In some cases, patients anxious or curious about screening tests orsurgeries can find footage online to show them everything they need to know.Doctors are even offering discounts to patients willing to post this footage, recognizing the immensely powerfuleducational value inherent. Doctors are also seizing upon YouTube as a means to educate themselves and teachresidents, fellows and other staff, as well as alleviate fear of surgery or procedures for their patients.PHARMA USESSeveral Pharmaceutical companies have also now recognized the potential of YouTube, and organized videos andchannels for viewer-focused content.• JNJhealth (http://www.youtube.com/user/JNJhealth) is a YouTube channel launched by Johnson & Johnson in 2008. The channel features branded advertisements and also includes informational videos along key themes, like Obesity, Diabetes, diet and nutrition, Crohn‟s Disease, and more. The content is extensive and videos include personal stories, commercials and general education about the conditions. The channel has over 700 subscribers and has garnered over 52,000 views.• Go Insulin (http://www.youtube.com/goinsulin) is a YouTube channel produced by Sanofi-Aventis. It‟s an unobtrusively branded site that features videos of patients talking about their experiences with Diabetes and with Insulin treatment. Multiple calls to action exist from the channel page, including options to create a discussion guide to take to your next doctor appointment, and to complete polls that dispel the myths about Insulin. The response has been powerful – the channel has over 220 subscribers and over 64,000 views. 139 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 12: MAXIMIZING THE USE OF YOUTUBE• Novartis created a YouTube campaign called FluFlix, in which they asked people to submit videos about what it‟s like to have the Flu. They publicized the campaign with example videos, reinforcing the contest rules and the Novartis branding; almost 800,000 people viewed the sample videos. Over 12,000 people viewed the FluFlix channel with entries on YouTube (http://www.youtube.com/watch?v=uKVXbanyzOo), and the videos continue to circulate, get comments and spread the Novartis name. Each winning entry (awarded in different categories) is displayed above a congratulatory comment that includes a link to FluSource.com (http://flusource.com/), the Novartis Flu education site. 140 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 12: MAXIMIZING THE USE OF YOUTUBE• Novartis also created a winning campaign for the Excedrin brands with the Excedrin Express Gels $15K Speed Challenge (http://www.youtube.com/excedrinexpressgels). The company challenged users to send in videos of themselves performing “an amazing feat of speed”, focusing attention on the speed with which the gels work. The contest generated 251 user-generated videos, and the winner (with a video showing a hang gliding experiment) received $15,000. The Express Gels channel has over 170,000 views.• AstraZeneca created a branded channel for the Asthma treatment, Symbicort, called My Asthma Story (http://www.youtube.com/myasthmastory). The channel features video testimonials from patients with Asthma who have successfully used Symbicort, and actively seeks submissions from users to tell their own story. Videos are still in the acceptance and screening stages as this goes to press, but the channel already has 46 subscribers and 39,000 channel views.OPPORTUNITIES AND USESThe examples of Pharma and other companies using YouTube to inform, educate and entertain, all the whilebuilding brands, are wonderful models for other marketers just diving in. YouTube is not a place to simply dumpcurrent commercials and straight marketing messages, as these initiatives show.Instead, it should be used as social media, as a means to start conversations, involve viewers and add value.The first step for any company looking to create a presence on YouTube is - just as it is for any other type ofmarketing - planning.What do you want to focus on with YouTube? How will you create something unique, useful and even important?Who do you want to reach and what messages do you want to use? How can YouTube help you reach out in adifferent way than any other media? How can you inform, entertain or otherwise satisfy your customers whileachieving your goals by using it? 141 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 12: MAXIMIZING THE USE OF YOUTUBEYour YouTube strategy should start with creating a channel. Consider the channel your home base on YouTube,your mini Website that can include some company info and all your videos. It acts like a Facebook or MySpaceprofile page, which you can customize with your business image and brand. Through the channel, you can alsointeract with viewers and prospects. YouTube users can subscribe to your channel, receiving instant notificationwhen new videos are posted. They can leave comments on your videos and on the page itself. It‟s your hub for theYouTube community and your content.What content should you create? The best branded videos come in three categories:• Information. Present to viewers something informational, useful and even helpful to their lives. In as creative and compelling a way as possible, show off your brand and demonstrate why viewers should care. Some companies use existing or „director cuts‟ of commercials; some produce entirely new marketing messages for YouTube.• Education. These types of videos go beyond information, offering viewers education for things that are important to them. How-to videos, interviews and testimonials from patients or physicians can be immensely impressive and effective, reinforcing to prospects that you care about them above all else, and improving their brand experience.• Entertainment. Think about all the content that catches your eye on a daily basis when it comes to video, and the highly entertaining (and highly viewed) examples here. Here‟s where you let loose, branding in as distinctive and entertaining way as possible.The beauty of YouTube is not only the ability for two-way communication, but also two-way creation. As Novartisdemonstrated with its FluFlix and Excedrin campaigns, sometimes the most intriguing content can come fromusers. Inviting YouTube users to co-create content supporting the brand is a way to really engage users in a waythat TV and other media rarely does.Remember that no matter the content you do produce, it must reflect highly on the brand. The quality of yourvideos is one area this is apparent. Videos should be short, definitely under 3 minutes, to suit the short attentionspans and browsing behavior of viewers. To create your video, the best equipment for the 320x400 pixel videos ishighly cost-effective, and can be as simple as a $300 camera from Best Buy. 142 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 12: MAXIMIZING THE USE OF YOUTUBEMovies can be mixed with programs like iMovie and FinalCutPro. Sound, however, is one area you should payclose attention to. Always use an external microphone to avoid the unintelligible mumbles that can result withbuilt-in microphones.Finally, make sure to add audio and/or visual mention of your brand site in the video. All the viewers in the worldwon‟t mean much if they have no direction to find you afterwards, and no call to action to do it. Include yourWebsite address and other company contact information in all content.GET NOTICED FROM THE CROWDYou have a plan, you have a channel, and you have video. So does every other company and user on YouTube.How can you stand out among the millions using the service? By remembering that YouTube is a form of socialmedia, and revisiting our principles of effective social media interaction. Participate YouTube has a community, just like the other social media and networking tools we‟ve discussed. Grow your presence on YouTube by exploring and commenting on other videos, joining existing topic-oriented groups, and paying close attention to other entries in your niche area. Communicate YouTube emails and bulletins are built-in tools that allow you to point out your channel to other users with similar tastes and interests. Emails can be used judiciously to share links with others who have expressed interest in your therapeutic area. Bulletins are quick comments you can leave on other users‟ pages, piquing their interest enough for them to come and check your channel out. 143 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 12: MAXIMIZING THE USE OF YOUTUBE Optimize your Video Use a title that clearly describes the content and includes keywords. Include a description that is as complete as possible. You have the option to include keyword tags with the video. Choose words that are relevant and that may be searched on. Don‟t be shy about adding more keywords rather than less as they will only help in search results. Finally, YouTube will automatically create three freeze frame pictures from your video as a thumbnail, so choose the image that represents your content most accurately. Stay Active Even if you don‟t have new videos to post, log in regularly to your channel page. You can even leave comments or bulletins to keep in touch with subscribers and viewers. When you log in, be sure to check out any new viewers, especially those that have commented. Just like on blogs, be sure to reply to comments and also return the favor on commenter‟s own pages. Seek Subscribers and Viewers You want as many eyes as you possibly can get. Ultimately, the more subscribers you have, the greater network you have access to. Make your channel as sticky as possible, an engaging place with good content that viewers will want to see again.YOUTUBE FOR BUSINESS DEVELOPMENTAs we mentioned previously, the informative and educational potential for YouTube and companies is huge.That‟s why many companies are using YouTube as a means to train teams and connect without expensivetransportation. 144 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 12: MAXIMIZING THE USE OF YOUTUBEYouTube videos can work wonderfully as a format for training videos, educating staff on administrative tasks andtechniques, sales methods, therapeutic areas, and much more. At the same time, YouTube can serve as a placefor executives to speak to their companies, providing regular presentations to department groups, or the entireworkforce, to discuss financial performance, share information and talk about other critical news. Finally,YouTube can be a great place to post highlights of annual events, anniversary parties and other gatherings.For all YouTube videos, you have the option to mark videos as „private‟. For corporate projects such as these, theprivate setting is ideal, allowing only the people you specify in a contact list to see it. YouTube then offersmultiple ways to share the video with contact lists or once-off emails.Video on YouTube can provide the spark for a truly unique eMarketing campaign, and can mesh well with blogs,social networks and Twitter. It can also integrate satisfactorily with other key social media tools we discuss in thenext chapter. 145 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSSocial media is constantly evolving. New tools pop up every day, and will continue to as more users engage andmore businesses invest. In the previous chapters, we‟ve taken a close look at some of the big players in today‟ssocial media world. In this chapter, we‟ll examine other key social media tools to consider in your eMarketingcampaign.PODCASTSAs Internet speeds have increased, and portable digital music players have exploded, podcasts have become anexciting way to communicate. Podcasts are free collections of audio (or occasionally, video) clips that you canlisten to from your browser or download to your computer/portable MP3 Player. Podcasts are, therefore,informative and mobile, working with listeners‟ busy schedules and coming to them where they want to listen.According to eMarketer, the number of Internet users who download podcasts is on the rise worldwide. In 2008,the worldwide average of podcast users hit 48.8%. In the U.S., 29.5% of Internet users downloaded podcasts in2008, up 15.2% from last year. eMarketer predicts the U.S. podcast audience will grow from 18.5 million in 2007to 65 million in 2012 - an increase of over 250%.Podcasts can cover every topic imaginable and, therefore, appeal to a wide audience. Users vary alongdemographic lines, with a sizable market share among 35 to 54 year olds. Many of the top podcasts are in theeducational and business genres, appealing to these older, more educated and higher-income consumer segments.Businesses have, therefore, jumped into the podcast world, offering shows that teach, that encourage, thatprovide entertainment, and that gently brand. National Geographic offers multimedia podcasts featuring thelatest nature and science news, photography, audio travel guides, classic video clips, world music coverage andwild animal adventures (http://www.nationalgeographic.com/podcasts/). 146 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSAccenture offers five corporate podcasts (http://www.accenture.com/Global/Research_and_Insights/RSS_and_Podcasts/) thatdiscuss business performance, information management, and consulting advice and tips.Fidelity presents a podcast with investment guidance (http://podcasting.fidelitylabs.com/retail/programs.php), featuringinterviews with Fidelity Mutual Fund Portfolio Managers as they share investment strategies, expectations andmarket analysis.IBM Podcasting offers a developer Works podcast (http://www.ibm.com/developerworks/podcast/) dedicated to developers,and the Social Networking Now podcast (http://www.ibm.com/developerworks/blogs/page/social), exploring the benefits andpitfalls of social networking for business.A preponderance of podcasts exists on health topics, geared towards patients, physicians and Industry members.Universities and medical centers have jumped on podcasting as a means to educate audiences; the Mayo Clinic,for example, hosts a variety of medical and health podcasts (http://podcasts.mayoclinic.org/) discussing men‟s health,women‟s health, cancer, heart issues, and more.Patients are also taking to the airwaves, using podcasts as a unique means to create content for themselves andothers like them, and discussing every conceivable indication and therapeutic area.Among Pharma, organizations dedicated to the industry offer or participate in hosted podcasts, like Eularis(http://www.talk.pharma-mkting.com/show029.htm), and a few companies have leveraged podcasts for building brands andcontributing to the greater conversation. A Healthier World (http://www.pfizer.com/responsibility/global_health/podcasts.jsp)is a series from Pfizer that explores issues of global health. 147 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSEach podcast episode is approximately 2 minutes in length and offers global health news and information gatheredfrom over 100 sources, including the National Institutes of Health, Centers for Disease Control and Prevention,American Medical Association, World Health Organization, Mayo Clinic & other organizations and universities.Abbott hosts Crohn‟s Casts: Speaking from the Gut (http://www.crohnsonline.com/Living_with_crohns/CrohnsCasts.aspx?s_mcid=RDCO08-004), which discusses relevant issues for people with Crohn‟s Disease. The podcast series shares insights and tipsfrom health professionals regarding diet and nutrition, the emotional impact of the disease and its effect onrelationships. Each Crohn‟s Cast also includes a first-hand account from a person living with Crohn‟s Disease. 148 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSPODCASTS FOR BRAND BUILDINGWhy should you consider podcasts? These short audio clips are powerful, offering you the ability to target anaudience or customer, deliver messages on a low-cost platform, and send out both audio and video. As thebusiness and Pharma examples show, the options for podcast topics are limitless. Your overall goal should be tocreate valuable content that people will want to listen to. Abbott is diving deep into the Crohn‟s Disease area andoffering tips on key problems for patients, hoping to reach customers that could use their Crohn‟s medications.Pfizer is aiming more towards Industry interest and general news, hoping to align their company name with hard-hitting global information. Your goals can be anywhere in-between or outside these, but should be based on yourmarketing objectives and needs. Overall, your podcast should be quality content that is short and digestible, aswell as compelling and memorable.When you plan your podcast, you should remember some key usage facts. Podcasts range in length, but are idealwithin the 10 - 20 minute range. That gets a listener through their commute, or past their workout, or throughtheir errands. Much longer and you risk alienating listeners. You can always drive people to a Website afterwardsto retrieve additional content. Podcasts should be kept fresh, with new programs ideally available on a weekly ormonthly basis. Create a program that is varied and interesting, one that doesn‟t drone from a script, one thatinvolves multiple speakers or interviews.Also think about access. Name your podcast carefully, as people searching for new podcasts will probably seek bya particular subject rather than a company or brand name. In addition, make subscribing easy for consumers andavailable in different channels. Distribute your podcast through your Website, blog, Facebook group, and throughiTunes. Finally, create additional value for listeners by providing transcripts, adding supplementary materials fordownload, and offering links to all resources mentioned. 149 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSWhen it comes to actually producing your podcast, numerous services exist that can help you record, mix, edit,host and distribute your finished show. Podcasts can also be done on your own; with a bit of homework onrecording, editing and hosting details, you can create a podcast for less with programs like Audacity, Garagebandand BlogTalkRadio.Podcasts can be terrific tools for establishing product and brand recognition, creating credibility and trust and,ultimately, building your community and word-of-mouth. Remember, just as with other social media tools, resultstake time. It can take months to garner an audience and earn trust. Plan for at least a 12 week editorial plan tostart and see where you go from there.WIKISAs the Internet has evolved over the last decade, so have the rules for creating content. Wikis, named after theHawaiian term for „fast‟, take full advantage of this, providing a Website that anyone can edit, at any time. On apublic Wiki, anyone can contribute, change or remove content very easily. A private version is usually a password-protected space for teams in a corporate environment.Perhaps the most famous wiki, and the one that makes many companies pause when considering wiki usage, isWikipedia (http://www.wikipedia.org/), the popular online encyclopedia, with millions of topics and contributingwriters. This site demonstrates that wikis take the ideas of social media involvement and content creation furtherthan even blogs.Readers can use wikis as a source of knowledge, but are also empowered to scrutinize information and changewhat‟s “not quite right” easily and on the spot. If someone else disagrees, a change may be rolled back orreplaced completely. This idea of ceding complete control, and offering only self-policing based on the honorsystem and loose confirmations, can scare marketers when thinking about using public wikis. 150 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSSome businesses have found the idea of public wikis a good fit when brand building. T-Mobile offers a SidekickWiki (http://wiki.sidekick.com/) where users can contribute news, info and help; Motorola offers something similar -MOTO Q Wiki (http://www.motoqwiki.com/index.php?title=Motorola_Q_Wiki) for how-to‟s on using the phone. Intuit sponsorsthe Tax Almanac Wiki (http://www.taxalmanac.org/index.php/Main_Page) where anyone can find and contribute taxinformation. Ford hosted a Where are the Joneses? Wiki (http://wherearethejoneses.wikidot.com/set:home) where userscould contribute script and character ideas for their improvised comedy series. All of these companies trust in thepower of collective intelligence and know that a new kind of value can result from surprising places. 151 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSWhen it comes to health, public wikis are all across the Internet. Patients, physicians and industry professionalsare using wikis to spread information and community.On a public health level, the Flu Wiki (http://www.fluwikie.com/) is designed to help local communities prepare for,and perhaps cope with, a possible Influenza pandemic. Wikis exist for patients in specific conditions, like Diabetes(http://diabetes.wikia.com/wiki/Diabetes_Wiki) and Cancer (http://www.wikicancer.org/?t=anon).Physicians use wikis to spread best practices and knowledge in• Surgery (http://www.wikisurgery.com/index.php?title=Main_Page)• Radiology (http://www.radiologywiki.org/wiki)• Nephrology (http://wikikidney.org/index.php/Main_Page)• ECG usage (http://en.ecgpedia.org/wiki/Main_Page)• …and moreWikis for physicians also act as „collective online memories‟, with• WikiDoc (http://www.wikidoc.org/index.php/Main_Page),• Ask Dr. Wiki (http://www.askdrwiki.com/mediawiki/index.php?title=Main_Page),• Clinical Research Informatics Wiki (http://www.researchinformatics.org/component/option,com_mambowiki/Itemid,66/) 152 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSIn a corporate environment, private wikis can simplify planning, meetings, document development andbrainstorming. They thrive on visibility and transparency, and must be kept up for their usage to be powerful.They can occasionally incite „edit wars‟ or scuffles over content details, but both sides of the debate, along withthe final document, are stored in a simple-to-extract history. A recent Gartner report forecast that 50% of all U.S.corporations will have wikis by 2009. 153 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSCompanies do worry about private wikis in terms of the control. Many Managers are uncomfortable with the notionof employees making changes without authorization, and some wonder who does and should have access.Managers also may try to make wikis happen through company edicts, rather than letting them develop naturallyas viral marketing efforts. With these worries stopping them, companies may be missing out on productivity gainsthrough increased collaboration, more informed employees, and a sense of community.WIKIS FOR BUSINESSFor many businesses, and particularly Pharma companies, the best brand building use of a wiki is in the corporatesetting. Companies that opt to create private wikis for internal business find that wikis are an inexpensive way tofacilitate the exchange of information within and between teams.For large projects, in which a large number of recorded ideas mean it‟s easy to get out of sync, a wiki providesvaluable shared memory and keeps all participants on the same page. Wikis can also centralize all types ofcorporate data, such as spreadsheets, Word documents, PowerPoint slides, PDFs - anything that can be displayedin a browser. A wiki‟s functionality is limited only by the programming skills of the person who implements it.Wikis offer companies even more:• Time Savings. Wikis have a collaborative advantage over email and better tracking functions than Microsoft Word. They can cut down on meetings, conference calls and emails, resulting in quicker project completion.• Reduced eMail. Since groups can collectively edit and develop documents, hundreds of back-and-forth emails can be eliminated.• Reduced Meetings. A wiki is a great place to store meeting topics, minutes and plans, or even provide a place to meet online independent of space and time. 154 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLS• Improved Document Management. Even one team project can result in nightmarish document management issues. Emails follow divergent paths. Spreadsheets and Word documents get passed around, and nobody‟s quite sure who has the most recent version. Files are stored on local drives, and the owners are out. Wikis can cut through the clutter and provide a central location for all project ideas and communication.• Enhanced Global Communication. To keep employees around the world informed and connected, a global wiki can allow team members to work together seamlessly.• Knowledge Base. Many HR Departments use a wiki to maintain up-to-date employee handbooks, dispense information about health and 401(k) plans, and make general office announcements. Any department can do the same, providing a spot for FAQs and Q&As.To develop a wiki, software exists through inexpensive hosted solutions, a program installed on your companynetwork or free, online, open source programs. Companies offering various wiki models are SamePage(http://www.same-page.com/), eTouch (http://www.etouch.net/home/), Socialtext (http://www.socialtext.com/), PBWiki(http://pbwiki.com/), Atlassian (http://www.atlassian.com/software/confluence/), and more. The best place to learn more andcompare and contrast is WikiMatrix (http://www.wikimatrix.com/).If you want a universally accessible place to store documents, a way to manage and organize meeting notes andcalendars, an easy way to manage projects, and a functional, secure and durable company connection - all to helpyour business better develop your brands - a private wiki may be your ideal solution.WIDGETSSimply stated, widgets are mini applications that allow users to do a particular thing. They are an icon, image ortext with code embedded on the back-end. By clicking or manipulating the widget or gadget in some way, theuser is able to interact with the computer or Website, telling it to perform a desired function. 155 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSWidgets have taken off in recent years as an easy way for users to get common information without constantlyvisiting a Website or series of Websites. They enhance and simplify the Internet user‟s experience. They alsomake sites more enjoyable and useful – widgets are found on blogs to view most popular posts or most prolificcommenters; they‟re found on Facebook in the form of all the mini applications created by individuals andcompanies, and they‟re found nearly everywhere else:• Stock tickers• Media player buttons• Web browser controls• Email function controls• Social networking sites that enable information sharing• RSS feed icons• Interactive graphs, charts, and other statistical mediaWidgets have spread because they make Internet activity easier, and also because they‟re small and free. They‟reeasy to pass on and can quickly become viral. For all these reasons, marketers increasingly use widgets.Businesses have made widgets part of their eMarketing campaigns throughout industries and in surprising ways.The Washington Post uses widgets to address local concerns, such as helping apartment seekers find their newhomes, close to the Metro station of their choice.For the movie „Nick and Norah‟s Infinite Playlist‟, Sony used Sprout as a vehicle for fans to build widget playlists,populated with music tracks from the movie. The Acura RDX Traffic widget (http://widgets.yahoo.com/widgets/acura-rdx-traffic) shows traffic incidents, road construction and traffic speed in your area. It can be minimized to a smalltraffic info ticker and also tells you how to get real-time traffic information in the Acura RDX. 156 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSThe Animal Planet channel offers Killer Clips widget (http://widgets.yahoo.com/widgets/animal-planet-killer-clips), whereusers can watch predator and prey collide in videos of animal „takedowns‟. Best Buy offers the Sarah MoultonRecipe Reminder (http://widgets.yahoo.com/widgets/best-buy-sara-moulton-episode-reminder) to support its kitchen applianceproducts, where users can know the minute a new recipe or article is served. 157 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSThen there is a whole new crop of widgets designed specifically for Facebook. All the mini applications that haveexploded on Facebook in the last year are, in fact, widgets - tools allowing a specific purpose and enhancing userexperience.Major corporations are using Facebook widgets to send traffic back to their own sites.Blockbuster (http://www.facebook.com/apps/application.php?id=6490073218) lets Facebook users create their movie „wish list‟and get updates on upcoming films; with Verizon (http://www.facebook.com/verizon) they can download music videos totheir cell phones and send them to their friends; Sprite (http://www.facebook.com/spritesips) lets them create acharacter, add features to it and interact with others.In the Health Care arena, patients, physicians and industry professionals are using widgets to maximize time andkeep focused.For physicians (http://www.widgetbox.com/tag/medical), widgets are available for Internet or desktop use to look upMedicare reference, for ICD-9 code lookup, to test ICU severity of illness with an APACHE II (Acute Physiology andChronic Health Evaluation II) calculator, and to easily access and create customized news feeds from journals,news sites and blogs.Universities and organizations are getting in on the act: To raise money for brain disease, UCSF worked withClearspring to disseminate a “Defeat Dementia” widget (http://www.clearspring.com/widgets/4845b6ad5d5f1484), completewith videos, clinical research and a „Donate‟ button.For patients (http://www.widgetbox.com/tag/health), widgets exist to help administer Skin Cancer self-exams, countdownto baby, offer an easy way to count calories, present the yoga pose or inspirational quote of the day, and muchmore. 158 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSWIDGETS FOR BRAND BUILDINGAs these examples show, a widget can be used for any purpose, for any audience and for any goal. Marketersconsidering widgets have a world of options available, but need to focus on the right thing. Rather than ask, “Howcan I use a widget?” think about another question: “Why should I use a widget?” How will a widget strategicallybenefit your marketing objectives? 159 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSBy thinking in these terms, companies can better develop a widget that will suit their customers‟ needs and theirown. Two main types of widgets exist to further your marketing objectives.A widget can be placed on a Website or blog, embedding the code to enhance usability on the site. These widgetscan include buttons to submit blog posts to Digg or other social bookmarking sites, icons embedding your YouTubechannel into your site, and the numerous widget options on Facebook and other social networks to compile yourfavorite songs in a playlist, or play a game that drives toward a branded Website.The other type of widget is a desktop widget, which runs on your computer desktop and sometimes accesses theInternet for information. Desktop widgets can include a local time and temp watcher, a scratch pad for small„Post-It‟ type notes, a countdown clock towards an event, and much more. Whether you opt for an Internet basedwidget or a desktop widget, there are key functions to choose from, depending on your marketing objectives: Lifestyle Widgets These types of widgets provide entertainment, attention and self-expression. These can be a badge on a Facebook page supporting a political candidate, a quiz that compares you to the most similar celebrity, or any other means of identification. These can be embedded video clips, photo sharing through Flickr, simple computer games, or simply novelties. Functional Widgets These types of widgets provide utilitarian value to users as a way of getting the brand in front of consumers. The widgets can provide information or functionality beyond simple entertainment or self-expression. Companies love functional widgets; with even a simple tool that doesn‟t necessarily lead to a transaction with the company, but enables users to interact with the brand in a relevant, useful way, widgets can put the customer first. Functional widgets can be small yet clever, including currency converters, clocks, calculators, and branded RSS readers. They can be a mobile means of conducting business. For example, you can use Travelocity‟s widget (http://www.labpixies.com/gadget_page.php?id=4&ctid=) to search best rates for flights, hotels and car rentals. Accuweather (http://www.accuweather.com/) offers a video widget displaying the latest weather updates. Finally, they can be an integral part of core offerings or extensions of their products. Skype (http://skype.com/) offers a variety of buttons and pieces of code that Internet publishers can add to their sites as a mode of communication. Google (http://www.google.com/) has widgetized a lot of its offerings, including maps, documents, calendars, email and, of course, search. These functional widgets offer service beyond a static site and provide the ultimate in reaching the customers where they live. 160 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSTo create your widget, numerous companies exist to turn your goals into code. Two major widget managementplatforms have emerged as leaders in the field. Widgetbox (http://widgetbox.com/) is a marketplace for widgetconsumers and widget developers; developers register with the site, then configure and submit their widgets tothe gallery. Users can browse the widgets by popularity or topic and then use an automated installer to get thewidget set up on their blog or social network profile.Clearspring (http://clearspring.com/) focuses on widget developers and widget syndication, rather than being a portalfor widgets. Clearspring does not have a browsable gallery but offers API for developers to use, which wraps thewidget into a container that allows Clearspring to track the usage of the widget, handles installation and offers aviral „Grab this‟ button.Using a creative agency or other developer can also give you one-on-one interaction, and a more unique widgetfor your needs. This expert resource can also help you publicize the widget. With a simple bit of code, you canprovide something of significant value to your customers and build your brand in the process.BOOKMARKINGEvery Internet browser gives you the ability to bookmark your favorite pages. However, in the age of social media,it‟s about sharing information, swapping favorites, and creating discussions about them. Social bookmarking is away to turn the simple act of creating a bookmark into a social activity.Social bookmarking is a method for Internet users to store, organize, search and manage Web page bookmarks. Ina social bookmarking system, users save links to sites and pages that they want to remember and/or share. 161 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSThe bookmarks can be saved privately and shared only with a specified group of people or network, or can bemade public. Social bookmark services encourage users to organize bookmarks through tags, metadata thatbasically involves assigning keywords to each post for easy searching and organization. Tags also includeinformation about the number of users who have bookmarked the pages.Many social bookmarking services provide feeds for their lists of bookmarks, organized by tags, allowingsubscribers to receive new bookmarks as they are saved, shared and tagged by other users. As social bookmarkinghas grown and evolved, services often offer the ability for users to rate and comment on bookmarks, the emailingof bookmarks, and other social network features.Social bookmaking sites are everywhere and can be organized around a specific niche or for general consumption.Some of the most prominent today are: Digg This giant of social bookmarking allows users to share stories they find interesting from across the Internet. Users of Digg (http://digg.com/) can then vote on those stories. Stories with the most „Diggs‟ float to the top and eventually arrive on the Digg homepage. In 2008, over 236 million people used Digg. Delicious This social bookmaking site (http://delicious.com/) allows you to save bookmarks, which you can access anywhere, and also allows you to tag stories with categories, view other people‟s bookmarks and share them with friends and family. Reddit This story submission service allows users to vote on stories. Reddit (http://www.reddit.com/) also recommends stories to you based on your prior votes. Users can also comment and tag stories with different keywords. 162 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLS StumbleUpon This unique service focuses on enhancing your browsing, helping you discover and share great Websites. When you install a StumbleUpon (http://www.stumbleupon.com/) ruler to your browser, you can „stumble upon‟ new sites by clicking the button, sites matched to your personal preferences and recommended by friends or other surfers with similar interests. You give a to approve the site, offer your own review, and send to friends and like-minded stumblers; a does the opposite. 163 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSPeople use and enjoy social bookmarking for the unique results. Rather than the results you‟d find on Google,many of these sites highlight lesser known authors and subjects. Social bookmarking also allows a list ofbookmarks that is consistent between computers and locations, and offers users the ability to share bookmarkseasily with contacts.Those involved in social media, whether a business, blogger or simply a person seeking entertainment andenjoyment, can achieve quick attention and increased traffic through social bookmarking. A page found andreviewed positively on StumbleUpon can reach hundreds or thousands of new viewers; a blog post with multiple„Diggs‟ can bring a stream of new readers. As a result, some businesses have taken on social bookmarking as a wayto share information, increase traffic and reach customers. Home Depot has accounts in several sites and severalcontent areas. Adobe shares its Delicious account (http://delicious.com/adobe) containing tutorials to help developersand consumers. Rubbermaid has a StumbleUpon page (http://rubbermaidproduc.stumbleupon.com/public/) containingfavorites from their own content and throughout the Internet.HEALTH, MEDICINE AND PHARMA USE OF SOCIAL BOOKMARKINGWhen it comes to health and medicine, patients and physicians have found social bookmarking sites a useful wayto find relevant information on conditions and treatments, as well as a means to share new clinical trial results,best practices and industry news.It‟s an ideal space for Pharma to jump in, sharing resources and making new connections.Marketers looking to increase traffic to a Website or blog, find a quicker way to access and share resources, anddevelop other means to strengthen relationships, will find a social bookmarking account a helpful tool. 164 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSTo get started, explore the variety of social bookmarking tools and determine the one or two that are easy to use,that have users in your specific area, and that will be enjoyable to stick with.Check out what gets bookmarked the most and ranked the highest on that site to get an idea of what people liketo see. Then, put your social media principles in play:• Focus on submitting great content in terms of links, articles, photos and videos. Remember that great content comes not only from you, but also from throughout the Internet.• Focus on creating value for others, offering the best and most useful bookmarks for your specific therapeutic area and brand.• Focus on building a network, connecting with like-minded people and putting their needs first.• Focus on promoting your social bookmarking account, installing buttons on your Website or blog where readers can submit and vote on your content.Social bookmarking can be a fun and effective marketing exercise if you follow these practices. However, make afew key mistakes and you can risk major pushback. Major don‟ts include:• Submitting only your own articles and posts to social media sites. This is one-way communication, pushing your content on others without thinking of their needs and wants. Keep a balance between your content and other useful finds.• Submitting a story to a social news site that is completely off-topic. Some social bookmarking communities are very niche, and guard that niche. Your story about treatment for Diabetes, for example, simply does not belong on a Financial social news site like Tipd.• Using the comments field or the voting area to simply dump links and advertisements. This is considered spam, and is highly offensive to these communities. Remember – give and take!• Sending more than one story or post to your network daily. The key to success is moderation. Excess converts to spam.Used correctly, with reciprocal communication and relationships in mind, social bookmarking can be an effectivetool in your eMarketing campaign. 165 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSOTHER WAYS TO SHARESome social media tools belong in a category by themselves.FLICKRFlickr (http://flickr.com/) is a Website hosting images and video, where users can share personal and professionalphotographs. Flickr asks photo submitters to organize images using tags, keywords that allow searchers to findimages related to particular topics. Flickr allows users to organize their photos into singular images on their page,or into „sets‟, groups of photos that fall under the same heading. The social media component comes in whenusers share their photos with certain people or the entire searching population. Flickr depends oninterconnectivity. Your pictures are of interest to your contacts, but your Chicago pictures may also be of interestto searchers, tourists, and people who like location imagery. Your „Chicago‟ tag shows up in the RSS readers ofothers with the same interest, and users can add additional tags as they see fit. Through your community, yourphoto collection can reach and help a wide expanse of viewers.As of November 2008, Flickr hosted more than 3 billion images. And businesses are taking note. Companies like• AT&T (http://www.flickr.com/photos/shareatt/)• Daimler AG (http://www.flickr.com/photos/daimlerblog/)• Delta Airlines (http://www. flickr.com/photos/delta_airlines/)• Intel (http://flickr.com/photos/intelphotos/)• Jeep (http://www.flickr.com/groups/jeepexperience/)• JetBlue (http://www.flickr.com/groups/b6/)• Southwest Airlines (http://flickr.com/groups/southwestairlines/)and even• the UK Government (http://www.flickr.com/photos/downingstreet/)are offering Flicker photostreams to view and use. Through photos of products, users, locations and more,companies are humanizing themselves, creating interest and offering images that others can use in blogs andother sites, all directed back to their home base. 166 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSTo take advantage of a Flickr presence, link prominently from your photostream to your Website, and vice versa.Find and join relevant groups and share your photos in those groups. Write appropriate text for each photo, butavoid the hard sell. Take part in the Flickr community by commenting on other photos, adding great photos toyour „Favorites‟ list, and taking part in discussions in your groups.What can you gain from a Flickr presence? With an engaging photostream, you put a human face to your companyand brand. You can connect to and interact with current and potential customers. You can drive traffic throughlinks back to your Website or blog. All of these activities together can work to build your brand and enhance yourcompany in customers‟ eyes.SECOND LIFESecond Life (http://secondlife.com/) was introduced with a bang in 2003, in what some saw as the first stab at virtualreality accessible to the masses. Second Life is a free online virtual world accessible via the Internet. 167 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSUsers, called „residents‟, interact with each other through self-chosen avatars, explore the environment andvarious activities, create and trade virtual property and services, or travel throughout the „world‟. The interfaceallows for 3D avatars and functioning, creating a big „wow‟ factor and a world to which some residents havedevoted intense time and energy.By May of 2008, users spent 31 million hours on the site and contributed to an economy that now trades USD$35Million between residents each month. Second Life has an internal currency, the Linden Dollar, used to buy, sell,rent or trade land, goods or services.Business opportunities in Second Life received massive press over the last few years as companies flocked to thesite to set up virtual marketplaces and interactive islands. As users developed alter egos for pleasure or business,companies sought to give them virtual tools for real-life brand building. Dell, a major player in social media,bought and populated an island (http://www.dell.com/html/global/topics/sl/index.html) in Second Life for users for play,education and business. Coke has set up multiple contests and storefronts in Second Life. And a growing list ofcompanies have set up Second Life E-Stores, including• Apple (http://www.youtube.com/watch?v=ovL4pZod_gw/)• Reebok (http://www.youtube.com/watch?v=8-K5IDPcw1I)• 1-800-Flowers (http://www.youtube.com/watch?v=2NrNzzeBWu8)• IBM Repair (http://www.youtube.com/watch?v=7A5VE2R3KFs)• Adidas (http://www.youtube.com/watch?v=n5RM3KRHvpo)• Xerox (http://www.youtube.com/watch?v=8dgooEhCMzY) 168 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSAmong health entities, the National Physical Laboratory, UK, developed a virtual hospital, Second Health(http://www.secondhealth.org.uk/), for and under medical direction from Imperial College London, to describe whatHealth Care of the future could look like from the patients‟ perspective.Faculty at the Institute of Rural Health at Idaho State University have developed the *play2train*(http://www.play2train.org/), a 32 acre virtual environment for emergency preparedness training in Second Life. TheAmerican Cancer Society and U.S. Centers for Disease Control have also created areas of Second Life foreducational purposes. And the Ann Myers Medical Centre has created a place where Docs/Interns/Nurses/etc.can train with virtual patients in diagnostics and bedside manners. 169 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSHow can marketers use Second Life to effectively promote their brands and companies? Those Pharma companiesentering Second Life for business purposes will find a few distinct uses that can help meet their marketing goalsand objectives: • Entertainment. Entertainment can be purely for fun, but can also be educational, offering virtual experiences at zoos, museums and places that are hard to access in real life (research facilities, national treasures, etc.) You can promote your company by either making one of these places, or sponsoring one. • Social Spaces. A lot of the activity in Second Life is about hanging out with friends, or simply meeting and talking to strangers. This provides excellent branding opportunities. Again, you can either make an ideal place to congregate, or sponsor one. 170 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLSAnother valuable use for Second Life is improving your business operations and productivity. Companies likeMichelin, IBM, and Xerox are working in Second Life in a wide variety of ways:• Second Life provides new means for conducting meetings, conferences and focus groups, and executing customer research and recruiting. Second Life enables direct interactive engagement among colleagues and with target audiences with voice, text, video, document sharing, and a whole host of other collaboration tools.• Second Life provides a great platform for interactive learning experiences, whether in a classroom setting or in an environment simulating difficult procedures. Second Life can also bring a new dimension to training events, research, professional certification and compliance.• Second Life enables participants to prototype products, simulate business situations and rehearse training scenarios in real-time. This allows for collaborative design work and product development testing before you engage manufacturing.Overall, Second Life can be an interesting component to your eMarketing strategy, or a great way to enhance yourbusiness productivity. Either way, the tool can help you build your brand.QUICK HITSAs we said before, social media is always expanding and any attempt to encapsulate the entire spectrum of toolswill inevitably fail.However, we can keep an eye on the cutting edge of new social media marketing opportunities for businesses inand out of the Pharma realm, and think about the potential brand building benefits: 171 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 13: MAXIMIZING THE USE OF OTHER SOCIAL MEDIA TOOLS In-Game Ads Gaming is no longer a niche activity, one dominated by young boys. Estimates put 44% of online gamers - and 40% of gamers - as women, and over half are between 18 and 49. As a result, in-game advertising has reached a point where ads can actually improve the gaming experience. A perfect example is The Sims, where users invent a home, city, or other place, for interaction. It‟s an exciting prospect for outdoor and other marketers, where ads for brands can slip easily into the background or in prominent locations, in relevant and meaningful ways. In addition, users are open to marketing: 82% of them respond positively to contextual in-game ads. Surveys also say gamers are more influential consumers than their less playful peers. For the future, Google is preparing an „AdSense for Games‟ product that‟ll make it easy to plug ads in from an online interface. Live Streaming Real-time streaming is a trend to watch. What started as live sports and concerts on the Internet is expanding to eclectic programming, ranging from celebrity interviews to business events and training, political coverage, and more. Companies like Ustream.TV, Justin.TV, Stickam and Mogulus have made it easy to go online with compelling live video. Live streaming channels are ultimately not just for watching, but also for connecting and creating brand loyalty through live moments, making it a potentially useful spot for marketers. Yammer Picture Twitter made exclusive to your company. With a 3 month free trial, and provided everybody has a legit company email, enterprises can register on Yammer to create their own insular micro-blogging universe. In a company setting with more freelancers, remote workers, and an increasing need for marketing and tech to work together, Yammer makes it possible to form friendly and strategic ties with colleagues, independent of location and time restrictions. 172 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 14: MAXIMIZING THE USE OF GOOGLEWhile other search engines still exist, Google has emerged as the giant of search in the last decade. Increasingly,Google (http://www.google.com/) is the search engine of choice for individual Internet users, including patients,physicians, businesses and even Pharma. Overall, estimates suggest at least 2 billion searches are conducted dailyon Google, and the engine has indexed over one trillion unique URLs.Pharma marketers utilizing the best of today‟s Internet are looking to attract users to their Website, blog, andother eMarketing initiatives. So the question becomes this: How, amongst all this online clutter, can someone findyou? How can you make sure that those searching on Google will discover you and your Internet content in theirsearch results?Google can be a tremendous asset for Pharma brand building activities, and a means to publicizing social mediaactivities. With a little knowledge, marketers can help themselves by making sure Google can help you. In thischapter, we examine how.HOW DOES GOOGLE SEARCH?Instrumental to understanding how your Website, blog and other content can be seen in search engine results isfirst understanding how Google works. In the few milliseconds it takes for your Google results to appear, a numberof things happen behind the scenes:• Crawling. The Googlebot is the engine‟s „spider‟, crawling across the Internet to fetch the results you most need. Except crawling isn‟t really what it does: The Googlebot connects to Internet servers around the world, asking them to return a specified Internet page. The spider then scans that page for links, which provide new documents to fetch. The spider gives each retrieved page a number so it can refer easily to its search results.• Indexing. If Google just stopped at crawling, your search results would be slow and very unhelpful. Without an index, the Google servers would have to read the complete text of every document to find the search term, whether it‟s „Pharma‟, „nursing‟, or „medications for Irritable Bowel Syndrome‟. 173 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 14: MAXIMIZING THE USE OF GOOGLESo Google creates an index, „inverting‟ the crawl data. Rather than scanning for each word in each document,they juggle their data to list every document that contains a certain word. „Medications‟ might occur indocuments 3, 8, 16 and 78 among the search results; „Irritable Bowel Syndrome‟ might occur in 5, 8, 16 and 79.Google can then identify that pages 8 and 16 contain both terms.Once they build their index, Google ranks the documents to determine how relevant they are. Google uses severalfactors in ranking, evaluating how many links there are to a specific Internet page from other pages, the qualityof the linking sites, the proximity of the search terms to each other in the document, the title of the document,and more. They score each aspect to determine the ultimate page rank.Once all this is complete, Google takes the documents with the highest scores and places them first in the searchresults you see on your screen.There are several key takeaways from this background, information that is important to understanding how yourpage will rank. First, the presence of links on your page as well as the source of those links, is critical to whereyour site appears on Google results.Also, the keywords on your Internet pages are important, as is the placement of these keywords. Keywords are thesearch terms people use to find your site, words that describe your brand and customer needs. Keywords can besingular words, phrases, or other options, and can vary in popularity. We‟ll talk more about keywords in the nextsections.Why is page rank so important? Consider the searches that you conduct on a daily basis. Depending on thekeywords you use, your search results can number in the thousands or even millions. Invariably, you will look atthe first few pages, the first 30 or so results, and call it a day. 174 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 14: MAXIMIZING THE USE OF GOOGLEThat‟s exactly what other people are doing. If your site is not in those first few pages, you won‟t be found. Itpays, then, to put in the effort to boost your overall page rank and ensure your placement in these first listings.Armed with this information, there are two ways that you can ensure your pages pass the Google test and rise inthe search results. 175 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 14: MAXIMIZING THE USE OF GOOGLESEARCH ENGINE OPTIMIZATIONOne of the best ways to emerge from the crowd is through organic means. Search engine optimization (SEO) is theactive practice of optimizing a Website through improving internal and external aspects. By doing this, you canincrease the traffic the site receives from search engines, and continually rise in the search result rankings.SEO consists of changes that you can make in two areas:• On-Page SEO Factors. These are the items over which you have control. They are the keywords on your page, the outgoing links you include, the amount of content and the variety of topics. They also include coding items, behind-the-scene text that can reinforce your content and keywords. When it comes to your Google results, these on-page items account for 25% of your page rank.• Off-Page SEO Factors. Who is linking to your site? How many external links exist? Taken together, these items that are outside your control account for 75% of the search results and page rank. The more people link to you, and the higher caliber these links are, the better your page rank will be.SEO means paying attention to both of these factors and doing your best to ensure they are working in your favor.It means making some changes to your pages and thinking about providing consistent, quality content. Some ofthe best SEO actions you can take are relatively easy, but can mean big boosts in your Google presence:• Use Page Titles. The Googlebot searches the content of your page, but that also includes page titles, file names, picture titles and more. In terms of on-page SEO factors, page title is the most critical. The page title is the text that appears on the top bar of your browser window, and it‟s the first thing Google looks at to determine a page‟s content. The best titles are clear and comprehensive, include a keyword or two, and cover the major content in the page. Every page within a Website or blog should have an appropriate title, varied to reflect its content.• Make Links Happen. By simply adding your site link to press releases, email signatures, online registrations and more, you can increase the amount of links leading back to your site. You also increase the likelihood of others picking up those links and spreading them throughout the Internet. This increase in links can aid your page rank. 176 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 14: MAXIMIZING THE USE OF GOOGLE• Blog. Yet another reason to blog? The frequent updating means lots of fresh content, which search engines like Google love. Your blog posts can seamlessly integrate links as well, which increase the chance of reciprocal linking and up the potential rank for your page.• Use Social Media. If our previous chapters weren‟t enough to convince you, interacting with social media can also up your page ranks. Making connections and adding value in online communities can attract blogger and user attention, increasing links.There are other far more complicated techniques that can be used for SEO, and some tactics that border oninappropriate. For a comprehensive yet ethical approach, enlist referred firms that offer Website optimizationcovering all the unique elements of search engine results.PAID SEARCHThe other major avenue for rising above the Google masses is through paid search advertising. It‟s a highlypopular field, with spending expected to reach $25 Billion by 2012.Paid search marketing on Google consists of placing ads for your products or services on the right side of the page,among the „Sponsored Links‟. These ads consist of small snippets of text linked to your page(s). When a personclicks on the advertisement going to your page, you pay an agreed-upon amount. These cost-per-click (CPC) feesrange from 5 cents to several dollars per click, with an industry average near 35 cents; users can set up a dailybudget for clicks, or limit the number of clicks per term, to stay within spend limits. The range accounts for thepopularity of certain search terms.The system through which you set up a paid search account on Google, and “bid” on the keywords you wish toappear for, is Google AdWords (http://adwords.google.com/). Sponsored listings through AdWords are ranked based on anumber of variables including the CPC (bid price), click-through-rate (CTR) and landing page quality. The adsappear on Google search results, but are also distributed to other search engine partners. 177 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 14: MAXIMIZING THE USE OF GOOGLEFor those who wish to build visibility on Google quickly, AdWords is an essential option to explore, and a cost-effective one. 178 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 14: MAXIMIZING THE USE OF GOOGLETo set up an AdWords campaign, think logically:• Plan ahead. Just as with every other aspect of your eMarketing campaign, your paid search endeavor must be built on firm goals and objectives. What are you ultimately seeking to do? What do you hope will result from users clicking on your ads? Define what you want, and define what counts as success. Does converting a customer equal registration for an eNewsletter, a download of a form to take to their physician, or an order? By ensuring you know how to measure success, you can gear your campaign more thoroughly towards it.• Determine keywords. Choosing the terms that will effectively lead users to you can be challenging, but a few steps can help: – Check Your Current Data. Review current Internet analytics reports for the search terms that people are using to find the company site, and the search terms they use once there. Plus – did those visitors convert in the way you‟re seeking? – Check The Competition. What keywords do competitors use on their sites? – Research. Conduct market research to determine how customers search, or ask your customer service desk or sales force to query customers. Another great way to determine relevant keywords for searching is through online sources like Wordtracker. These tools tell you the words people use when they search, and how popular each word is. – Review Incoming Links. What keywords are used in the links? Are they used in a positive or negative way? – Brand And Company Terms. Remember the power of online and offline campaign names, brand names, trademarks, new products and services, and industry terminology. There is a fine line to walk here – don‟t rely too much on „corporate speak‟ that doesn‟t mean anything to people searching on Google, but attempt to use branding as much as possible. – Include Phrases. Often, people search using set phrases rather than singular terms, and in many therapeutic areas, it‟s a necessity. 179 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 14: MAXIMIZING THE USE OF GOOGLE• Develop Ad Copy. With AdWords, you have a very small space to communicate your message and incite people to click on your link. Writing your copy, then, is about using powerful words and including a strong call to action. Your copy should include keywords in the ad‟s title and content, and help readers qualify or disqualify themselves to minimize the cost of unqualified clicks. Remember that online ad copy must abide by the same careful wording and non-misleading text as other media. The FDA has recently come down on this issue, sending warning letters to 14 Pharma companies for “negligent online advertising tactics”. The ads in these cases imply too much about the efficacy of a drug without communicating risk information. Overall, Pharma can no longer display a condition and a brand together in the body copy of the advert. Here are two examples of what is now expected: A. Branded: “Try Pharma X: Click here to see how Pharma X can help you.” (www.pharma-x.com) B. Unbranded: “Want to learn more about Cholesterol? Click here (www.cholesterolinfo4U.com) to learn more about it.”• Develop a Landing Page. Once people click on your ad, they should arrive at a dedicated page for the ad campaign, allowing visitors to get to the right place for their needs and search terms, and ensuring marketers can more easily measure, monitor and optimize. Pages should contain keywords in titles and headlines. They should be simple, clear and focused, and allow navigation to the main site when the desired task is complete.• Track and Optimize. When you know what you‟re looking for, when you‟ve developed keywords to find it and created ad copy to bring the people to you, you are setting yourself up for an effective campaign. You‟re also better establishing the means to track your campaign and to making changes over time. One of the beauties of Google AdWords is the extensive analytics that are provided. You can track the progress of each of your keywords, check conversions and identify areas that may need some work. 180 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 14: MAXIMIZING THE USE OF GOOGLEThrough Google AdWords, you can create a paid search marketing campaign that‟s cost-effective, that places youin a premium position for search results and that drives users to your site.OPTIMIZE AN EXISTING CAMPAIGNIf you‟re an AdWords veteran, you‟ve no doubt found the power that can come from well chosen keywords, wellwritten ad copy and careful planning. However, instrumental to every campaign is regular review and tweakingfor even more power. Especially in today‟s economic climate, ensuring that you‟re running a paid searchcampaign that‟s lean and mean is essential for delivering great ROI.To optimize an existing campaign, and improve its effects, there are key steps you can consider: Cut Trimming the fat can be an effective way to save a program in the face of recessionary budget cuts, or it can just be a means to boost efficiency and effectiveness. Most campaigns are wasting a portion of spend on audiences that will never convert, targeting keywords that are not driving traffic. Rather than lowering your daily budget, or lowering bids across the board, seek out the leaky spots and cut there. Target Ads Hone the text in your ads to disqualify irrelevant traffic and attract the best prospects. Make ads specific and a good fit with your company and brand image. Boost Your Converts To increase the number of conversions from viewers, take a look at your specialized landing page. Is it focused on impact? Does it create urgency and encourage users to convert in the way you‟ve determined? By focusing on improving your landing page, you can double or triple your conversion rate. 181 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 14: MAXIMIZING THE USE OF GOOGLE Add Incentive Many prospects won‟t take action with a simple “contact us”. But incentives, in the form of additional information, videos, and even promotions, can provide value and increase conversions. Test Site Changes Redesigns, page additions and new landing pages may look great, but they might negatively impact your campaign, reducing traffic and conversions. Google offers the Website Optimizer for free, to test changes against previous versions. Track Keyword Data If you can track campaigns all the way through to sale, you can determine which keywords are generating the leads that turn into sales. This can help you demonstrate ROI or make changes to improve the campaign. Change Slowly If something is not working, don‟t make drastic and multiple changes all at once. Test and repeat. Make changes one by one and determine their effects before jumping to conclusions.OTHER GOOGLE OFFERINGSOne of the reasons Google has become ubiquitous in the last decade is its comprehensiveness. Google is not justthe search engine of choice today. It is a resource for individuals and businesses, a platform for free Internetbased tools that can improve your day-to-day work.Google offers email through Gmail (C:Documents and SettingsAmyLocal SettingsTempmail.google.com), a Google Calendar(http://www.google.com/calendar), a Google Notebook (http://www.google.com/notebook), Google Reader (http://www.google.com/reader) - the site to collect and read blogs - and Google Docs (http://docs.google.com/), a spectrum of free softwaretools for word processing, spreadsheets and much more. 182 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 14: MAXIMIZING THE USE OF GOOGLEGoogle focuses on creation, sharing and group collaboration in all programs, meaning you can easily connect withyour colleagues and increase efficiency.In the Health Care arena, Google has also begun to make its mark. Google Health (https://www.google.com/health) putspatients in charge of their health information, offering a secure spot to organize, gather and share medicalrecords with family and physicians.Finally, capitalizing on the desire to create online personal health records and improving on existing systems,Google Health assembles a directory of third-party services, enabling patients to automatically import doctors‟records, prescription history and test results.Google envisions this platform strategy will ultimately enable patients to schedule appointments, refillprescriptions and start using new wellness tools. Through its Internet based practice, users will be able to createportability of their health data.Upon launch, the company signed non-exclusive deals with various groups, including Quest Diagnostics, theAmerican Heart Association, Walgreens, CVS, Beth Israel Deaconess Medical Center and the Cleveland Clinic,to offer its password-protected service.They also conducted a pilot study at the Cleveland Clinic, which quickly oversubscribed its limit of 1,600 patients.Physicians found that patients more frequently used their clinic records and could easily send their information tospecialists, outside pharmacists, and others, for better care. 183 © Copyright 2011 Eularis
  • SECTION THREE: KEY SOCIAL MEDIA AND WEB 2.0 TOOLSCHAPTER 14: MAXIMIZING THE USE OF GOOGLEGoogle is a massive marketing giant if put to correct use. It can be a great cohesion between your campaignelements, ensuring that people will find your campaign and its multiple channels. In the next section, we talkabout bringing all these channels together and creating the fusion that can be the hallmark of an effectiveeMarketing campaign. 185 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESSReading about all these social media tools can threaten to overwhelm marketers. Where do you begin, and howdoes all this come together into any semblance of an organized campaign?In an upcoming chapter, we‟ll talk specifics about how to get started with social media and social marketing. Butfirst, we‟ll discuss a few case studies of organizations that have done it, that have incorporated a variety oftechniques and tools into a comprehensive and coherent campaign. And they‟ve found success in the process.FUSION OF ELEMENTSThe companies and organizations that successfully blend social media tools towards a business or other objectiveare those that think in terms of fusion.Successfully building a brand, generating interest and new customers, or reaching another major goal, involvescombining new tools with traditional marketing environments and welding online components into a whole that‟sgreater than its parts.Marketers that work towards this can ultimately create exponential increases in brand recognition, leads, word-of-mouth and sales, leaps that could not come from one single social media or other tool by itself.The trick is to understanding how to maximize the individual elements alone and determine how they can interactwith others. How does Twitter work best and how could its strengths mesh well with email marketing? How does ablog integrate well with Facebook? How can all the disparate pieces fuse into a powerful movement forward?The key is to think at all times of what you are trying to achieve and what your customers want, while alwaysmeasuring results and modifying efforts accordingly. 186 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESSTo illustrate how this can work, we first examine a shining example from the non-Pharma world: The successfulU.S. Presidential Campaign for Barack Obama.CASE STUDY 1: THE OBAMA CAMPAIGNWhen the results came in on November 4th, 2008, millions of people in the U.S. justly felt that their votes hadgone farther this year than ever before. In a historic election, the „firsts‟ were rattled off for weeks by mediaoutlets and excited citizens the world over. However, one of the „firsts‟ provided an impressive example forbusinesses.The Obama Campaign was the first to utilize a fusion of traditional marketing means with the leading edge ofInternet marketing. Through a combination of regular Internet and new social media tools, the Obama Campaignnot only converted voters, but also activated them to advocate. In brand terms, they acquired millions ofcustomers so loyal that they opted to make referrals, and even conduct their own marketing.STRATEGIESTo implement this three-pronged approach – acquisition, activation and advocacy – the campaign first moldedmessaging around „the people‟, not simply „the man‟. They created a brand that encompassed the individual andthe community, focused on „hope‟ and „change‟. Beyond simply electing a charismatic and talented man to bePresident, the campaign emphasized the individual power to make change.The campaign also focused on some of the key qualities that customers want today, online and off. Messagingemphasized transparency, consistency and up-to-date information, working to develop trust with those listening.The messages were disseminated across multiple platforms, reaching users where they preferred and where theylived. 187 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESSThe campaign also clearly asked for what they wanted. They provided supporters with opportunities to learn moreand to ultimately advocate for their chosen candidate. Moreover, the campaign asked for involvement, tyingvolunteering, contributions, door-to-door canvassing, or even simply wearing T-shirts to Obama‟s eventualsuccess.This last aspect of the campaign was especially powerful and revolutionary. In encouraging supporters to advocatefor Obama, the campaign provided them with tools to develop their own mini campaigns. They allowed supportersto share, post and repurpose all campaign content as they needed. They offered descriptive how-to‟s oneverything, from planning a voter registration drive to knocking on doors to hosting a debate party, but also thefreedom to determine the best message and method. Ultimately, the campaign capitalized on the most addictivepart of social media tools – the ability to build on existing information and create something entirely new.TOOLSObama‟s campaign used a wide variety of tools to create their cohesive eMarketing push: 188 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESS Website The main Website at BarackObama.com (http://www.barackobama.com/index.php) was a powerful starting point for the campaign. Every state had a specific Website, and versions were available in Spanish and closed captioning. The pages featured copious content to educate and enliven, including speech transcripts, press releases, specific campaign promises, information on special issues, and more. A blog was included to build a connection between users and Barack, Michelle and Joe and Jill Biden. True interactivity came through the My.BarackObama.com portal (http://my.barackobama.com/), in which all the promotional collateral and campaign information could be used as resources for supporters to start their own campaign. Users could create their personal page to host events, send invitations, keep a personal blog, access databases for phone banking, and download materials to use on other sites. Finally, the Website included links to the campaign‟s other pages on Twitter, Facebook, and more. 189 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESS FaceBook The campaign set up a main page for both Barack (http://www.facebook.com/barackobama) and Michelle (http://www.facebook.com/pages/Michelle-Obama/22092775577), and also set up groups for every State and special interest group. 190 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESS The Facebook groups were significantly larger due to its bigger user base, and more supporters created their own Obama profiles, including “One Million Strong for Obama” (http://www.facebook.com/group.php?gid=2231653698) and “One Click for Barack Obama” (http://www.facebook.com/group.php?gid=21576340512). On each page, shareable photos, videos and notes were available, along with events to which supporters could RSVP. The Obama Campaign also took advantage of the application capability on Facebook and created their own. The application urged users to show their support by adding the box (featuring links to campaign stories and videos) to their profiles, helped them find their local Obama groups, encouraged them to get involved, and even allowed them to sort and contact friends in battleground States. 191 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESS MySpace The Obama Campaign set up 57 MySpace profiles (http://www.myspace.com/barackobama), including one for each state, for students, women, African-Americans, Latinos, Veterans and Military Families, and more. Through these specific profiles, the campaign could send messages relevant to each specific population. Each profile contained general and group-specific blog posts, videos, links and embeddable code to copy. The campaign also created a MySpace Video channel with 15 videos. Outside of the official campaign, supporters were encouraged to create their own promotional profiles, including “DJs for Obama”, “1 Million Strong for Obama”, “Social Workers for Obama”, and more. LinkedIn The campaign connected (http://www.linkedin.com/in/barackobama) with business professionals through LinkedIn‟s groups (http://www.linkedin.com/static?key=campaign08_obama) and Q&A section. Campaign staff and supporters could answer specific questions and respond to discussions initiated by the site‟s users. Twitter The campaign sent links to new videos and media interviews to followers, updated supporters on campaign news, and reminded supporters about upcoming rallies or news show appearances. Tweets (http://twitter.com/BarackObama) were posted on an increasing basis, until they were UP several times a day before the election. YouTube The campaign established an Obama YouTube Channel (http://www.youtube.com/user/BarackObamadotcom), adding these events and other videos to total nearly 1,800 videos during the campaign. 192 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESS Video Using the easy streaming capabilities of Ustream.tv (http://www.ustream.tv/channel/live-campaign-coverage), supporters could capture speeches, debates and events with a mobile, landline or Wi-Fi connection. The campaign encouraged supporters to record and post videos and to share them with all their online communities. The campaign made sure to post every event to keep consistency, and heavily publicized each video with postings on YouTube, announcements via blogs and tweets, and more. Flickr The campaign posted pictures of Obama and family, events and supporters to Flickr (http://www.flickr.com/photos/barackobamadotcom), and others followed suit, uploading hundreds of thousands of photos of their own. Mobile Messaging The Obama Mobile Campaign (http://www.barackobama.com/mobile/) focused on reaching voters through the burgeoning means of mobile messaging and won a 2008 Golden Dot Award for Best Mobile/Text Messaging Campaign in return. At the core of the campaign was extensive texting that used a dedicated short code (62262, spelling out „Obama‟) and over 50,000 unique keywords for supporter interests and demographics (including „JOBS‟, „IRAQ‟, and State codes). This enabled consistency and the ability to quickly text back to supporters to answer questions and provide tailored information. Users received 5 - 20 text messages a month, depending on the depth of involvement and stage of campaign. The campaign collected all information for detailed supporter profiles, not only to develop valuable insight but also to ensure correct messaging. 193 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESS More Obama also utilized iTunes to offer speeches, podcasts and endorsements for free downloads. The campaign used the new file-sharing site Scribd (http://www.scribd.com/barackobama) to give full access to campaign documents, and encouraged users to submit them to Digg, Reddit, StumbleUpon and Delicious. The campaign also developed their own iPhone application, offering complete national news coverage, campaign photos, videos, and the ability to determine user locations and direct them to local events or campaign offices. Finally, the campaign utilized niche networking sites specifically serving distinct demographics, such as: • BlackPlanet.com (http://www.blackplanet.com/barack_Obama/) • AsianAve.com (http://www.asianave.com/barack_obama/) • MiGente.com (http://www.migente.com/barack_Obama/) • Eons.com (for baby boomers) (http://www.eons.com/members/profile/barackobama) • Disaboom.com (for Americans with disabilities) (http://www.disaboom.com/) • Faithbase.com (http://www.faithbase.com/barack_Obama/)RESULTSAfter a hard fought election, Obama finally triumphed, and experts are convinced his massive marketingcampaign, prominently featuring eMarketing, was a major support. 194 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESSThe results from the eMarketing campaign were staggering:• More than 22 million blog posts featuring campaign and user-created videos.• Over 3 million supporters on the main Barack Obama Facebook group.• Over 356,000 supporters for special interest group pages on Facebook.• Over 920,000 supporters for the user-created Facebook group, “ONE MILLION STRONG FOR OBAMA”.• Over 1 Million friends on main MySpace page.• Over 44,000 friends on special interest group MySpace pages.• 114,500 Subscribers to the YouTube channel.• 18.4 Million channel views.• Over 2.9 million subscribers to mobile messaging campaign.And let‟s not forget the main results that net the key objective - actually being elected President of the UnitedStates!ANALYSISInstrumental to the campaign was fusion. Campaign workers used cross-promotion relentlessly to make users ofone specific channel aware of all other resources. Facebook pages, for example, contained links to the othercampaign Facebook pages, but also the YouTube channel and main MySpace profile page.Television commercials featured the dedicated mobile messaging short code and related keywords. Byinterweaving multiple social media applications together, they created a major movement for information,fundraising, conversion, and even advocacy. 195 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESSSince the Election and the Inauguration, the Obama Administration has kept their ties with social media andmarketing. The MySpace and Facebook lists are still growing.The Website „Change.gov‟ launched immediately after the election and offered visitors multiple means to connectand keep in touch with their President. Obama also uses YouTube to deliver his weekly Saturday addresses.The major takeaway from the Obama campaign for other marketers is their dedication to communities, theirparticipation within communities that established confidence, and their trust in users to create their owncontent.CASE STUDY 2: LASIK TAKES ON SOCIAL MEDIAIn a case study from our own world of Health Care, the IntraLase®/AMO brand – LASIK - created an eMarketingcampaign that worked with online communities and social media tools to build their brand.The LASIK brand from IntraLase®/AMO is a procedure for surgically improving eyesight, eliminating the need forglasses or contact lenses. For several years, the LASIK market experienced great growth as a unique brand thatprovided a significant benefit and cost savings for patients.However, in 2006, the LASIK market was flat. Price Waterhouse Coopers had just completed a study that foundthe public‟s trust in the Medical Industry eroding. People didn‟t clamor for the procedure any longer, and manyhad forgotten about the brand.The company needed to change. They named their objective as increasing LASIK procedures. 196 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESSThey next asked critical questions: Who is the right target audience? How do we effectively reach them? What will success look like?The research phase focused initially on identifying the opportunity: Between the ages of 30 and 50 years of age,63% of surveyed people stated a likelihood of having vision correction surgery.But among the younger generation, between the ages of 18 and 34, 60% said they would definitely have thesurgery in the future. With this surprising number of Generation Y prospects, the research turned to learning moreabout this target audience.Born between 1980 and 2001, Generation Y is nearly as large as the Baby Boomer Generation at 76 million people.The Millennial Generation (as they are also known) have more money at their age than either Generation Xor theBaby Boomers.When it came to LASIK, they made up approximately 50% of the prospective/available LASIK candidates. They areoptimal candidates due to their wealth, their trust in their parents (many of whom have had LASIK or othercosmetic surgery) and their higher level of education.However, even though Generation Y candidates were ideal customers, and even though they expressed stronginterest in LASIK, they were not opting to get the procedure done. Despite confidence in LASIK, and the fact thatthey were not paying for the surgery themselves, a disconnect prevented the final step from happening. 197 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESSThe StrategyFurther research on Generation Y revealed some key facts about their behaviors. Generation Y spends more timeonline than watching TV, and are three times more likely than Generation Xto use social networking, twice aslikely to visit blogs, and 50% more likely to send instant messages.In their recent book, Reynol Junco and Jeanna Mastrodicasa (2007) found in a survey of 7,705 college students inthe U.S.:• 97% Own a computer• 94% Own a cell phone• 76% Use Instant Messaging• 15% Of IM users are logged on 24 hours a day/7 days a week• 34% Use Websites as their primary source of news• 28% Author a blog and 44% read blogs• 49% Download music using peer-to-peer file sharing• 75% Of college students have a Facebook account• 60% Own some type of portable music and/or video device such as an iPodThis generation has never known a world without the Internet or cell phones. They have never had a cheque book,favoring debit cards and credit cards. They bank and conduct all major administrative tasks online. They are„digital natives‟.So, how to reach this highly sophisticated group of Internet fanatics? The new campaign would need to focus onWeb 2.0 activities, leveraging „experience‟ marketing tactics. 198 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESSIt would need to use a spokesperson testimonial campaign to ensure PR coverage and site visibility. It would needto allow the Generation Y public to tell their own stories, and employ syndication marketing techniques, engagingconsumers in the campaign. RealityLASIK was born.The PlanThe RealityLASIK campaign revolved around following reality star Kristin Cavallari as she had the LASIK procedureperformed and recorded her experiences. Cavallari was chosen for her controversy and attractiveness, herpopularity (she was one of the Top 10 people search on EOnline that year), her ubiquitous place among blogdiscussions, and her significant „buzz‟ in the online space.The campaign leveraged Kristin Cavallari‟s celebrity status and her affiliation with Generation Y to:• Engage this generation in an interactive campaign• Educate them on LASIK and the procedure benefits• Help them overcome their fear (or lack of understanding) of LASIK to lead them to itThis plan passed the Generation Y „sniff test‟ by featuring:• Transparency: Non-branded messaging eliminated the natural suspicion Generation Y has for advertising.• Authenticity: Cavallari actually had the procedure and filmed the whole process to give a real perspective.• Community: Audience members could engage with these webisodes within their own social networks, making for natural and fluid conversation.• Personalization: Audience members had the opportunity to provide their own experiences.• Empowerment/Flexibility: Content was available on the target audience‟s own time & in their own formats.• Comfort: The audience could experience Cavallari‟s fears and comforts as she did.• Relationships: Cavallari‟s family and friends got involved, making the experience relatable. 199 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESSTo drive the target audience to the LASIK campaign, the company developed the following, with help from IgniteHealth:• A site homepage with Kristin‟s life, her blog, and the ability for visitors to find a doctor & tell their own stories.• Banner ads and sponsored content on Facebook.• Badges syndicated across doctor Websites.• Webisodes syndicated in a methodical manner, leveraging the power of pre-existing online video sites by syndicating the webisodes to YouTube, iTunes, AOL Video, MetaCafe, Yahoo Video, Google Video, Daily Motion, and more. The first 5 episodes were rolled at all at once, then the following 4 were released once a week. 200 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESSWithin local markets, the company provided AMO Laser Vision Correction customers (the physicians) with tabletoppromotional pieces, tear sheets to announce the contest, patient educational inserts, redistribution of videocontent, banner ads, radio spots, and a unique URL to Reality LASIK for their site. 201 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESSResultsTo measure campaign success, the company chose key performance indicators:o Website Traffic o Visitorso Engagement (time, pages/visit) o Episode viewso Registration o Doctor searcheso Contest submissions o Online Buzzo User-generated content (links) o Video Syndicationo Doctor adoption/implementation o Product Market Share Increaseo Sales/revenue increaseIn terms of the first half of these indicators, response to the campaign between May 2007 & April 2008 wasstaggering:o Number of visitors: Over 127,000o Number of video views on site: Over 180,000o Visitors averaged more than 1 video view per visito Number of syndicated video views: Over 140,000o Number of doctor searches: Over 13,900o Average time on the site per visitor: 7.2 minuteso Number of registrants (Highly Interested People): o 1,490+ on Reality LASIK o 2,000+ on Facebooko Number of PR placements: Over 50o Number of PR impressions: Over 40 milliono Number of blog links: Over 60o Number of contest submissions: Over 100 202 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESSIn addition to these numbers, Intralase/AMO experienced some hard business figure boosts:• An 11.48% increase in procedures per laser in May, June and July 2007 compared to the same period in 2006• In comparison, Laser Vision Correction market went up 3% during Q2 2007 compared to Q2 2006• A 1.2% increase in market share during Q2 2007 compared to Q1 2007 203 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 15: TYING IT ALL TOGETHER: SOCIAL MEDIA AND BUSINESSAnalysisIntralase/AMO found success through a campaign that may have initially been out of their normal marketingcomfort zone, one in which they found ways to more effectively reach their true target audience. The effort theyput in at the beginning translated to big rewards in the end. Through their holistic planning process, they had toconsider some tough questions:• How do the individual components provide lift to the others?• How could they co-leverage momentum between mediums and assets?• What KPIs should be used and what should be the benchmarks towards those goals?• How could they build in ways to measure and gain insight during the campaign?• How could they be proactive when venturing into unfamiliar territories?Intralase/AMO ensured their campaign was comprehensive, using the right principles and geared towards success.With these examples of a complete, successful campaign, marketers should feel encouraged and ready to start. Inthe next chapter, we point out how to do just that. 204 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEMThe key issues for Pharma can be divided into three main areas. Let‟s look at each of these in turn.CORPORATE/ENTERPRISEThis can be divided into three key areas: IT, Marketing and Executives.ITOne issue for IT is the fact that we have no control of the software or servers and it doesn‟t comply with theenterprise standards. Some of the issues are lack of experience with the new media and no ownership or power todrive the business. The IT teams are used to being the experts in knowing the infrastructure and options, andimplementing IT rather than strategizing what to do (which is the job of the marketing team).IT teams need to change the way they view things and move from an enterprise standards implementation modelto becoming experts in the different social media models, and how they work best so they can guide andrecommend practical considerations in this arena also.MarketingOne of the key issues we see here is understanding how social media fits in with the rest of marketing, how andwhere to use it, how to integrate it effectively. Also, of course, how to measure the results and know how toallocate budget across traditional and social media, and within these, for the best bottom line results for thebrand. Marketers are also very aware of the regulatory team and how they often put a stop to many activities outof fear of going against the code. They are not sure who owns it and sometimes ask – can‟t IT just do it? They alsooften don‟t know where to start. 205 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEMThe real issues here are that they are unfamiliar with the social media around, having a lack of exposure to them,since they have always used traditional activities and are often stuck in that mentality. Also, the majority ofmedical communications agencies have come from a traditional background and are struggling to understandthese media; many marketers have an over-reliance on their agencies to guide them. The other issues are thatthey don‟t know where to start or how to justify the spend.The marketing teams need to begin to understand social media to some degree and can rely on internal experts toguide them. These could be the eMarketing Department or the IT Departments – both of which need to get up tospeed on these areas very quickly.The marketers should be able to have discussions with these teams on the objectives they want to achieve andbrainstorm these with the internal experts to see what options make most sense to achieve their objectives. Also,they need to ensure that financial impact of these activities (and their traditional activities) is carefully measuredand the results feed back into the activities.This, and how to do this, is discussed in more detail in Chapter 18.ExecutivesExecutives usually want bottom line results, and many of the approaches shown in social media are not alwaysmeasured in those terms (although they can be!). Executives are wondering ”What is this Social Media thinganyway?”, and I have seen many dismiss it as the latest fad that won‟t go anywhere, so why bother.The issue, of course, is that the figures are showing that it is not a fad and not going away. Look at figure 42below to show the power of social media numbers. 206 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEMOf course, executives also want to know the ROI of social media. This is certainly easy to do, but many marketersare not measuring this. In addition, executives are concerned about the impact of a negative comment orfeedback since most other marketing did not allow the target audience to talk back so easily.The key issue is a lack of understanding of the media, and a lack of understanding of the impact and ROI of it.These are surmountable issues. 207 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEMCORPORATE/ENTERPRISEThis can be divided into Legal/Regulatory and Federal Regulations (e.g. FDA, DDMAC).LEGAL/REGULATORY AND FEDERAL REGULATIONSSome of the key questions often asked here are:• “What about Fair Balance?”• “What about Adverse Event reporting?”• “What if you get off label discussions?”Thoughts On FDA‟s Approach To Regulating Pharma‟s Use Of Social Media For The Promotion Of DrugsPart of the problem is the uncertainty due to vague Industry regulations. However, the FDA is certainly starting toexamine this. In 1996, the FDA hosted a 2 day public hearing on FDA AND INTERNET: ADVERTISING ANDPROMOTION OF MEDICAL PRODUCTS. At that hearing, dozens of experts were organized into several panels andparticipated in Q&A sessions with representatives from the FDA and attendees. Panelists included representativesfrom organizations such as the following:o Advertising Agencies o Consumer Advocacy Groups (e.g. AARP, Public Citizen, etc.)o Health Websites o Interactive Media Agencieso Legal Firms o Medical Communications Companieso Medical Journal Publishers o Medical Journalistso Pharmaceutical Companies o Physician Organizations (e.g. American College of Cardiology)o State Attorney Generals o Technology Companies 208 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEMIn his opening remarks at the hearing, Bill Schultz, who was Deputy Commissioner at the time, said “With theincreased popularity of the Internet, it‟s not surprising that questions would begin to be raised about how thelaws pertaining to drug and device advertising apply to the Internet. FDA has no question but that they do applyand, in fact, the Agency has issued a number of warning letters during the past six months. However, we alsorecognize that the Internet raises some new and important, and very different, issues regarding the regulation ofpromotion”.Although the FDA has often issued specific guidance with regard to TV and print advertising, it has never issuedany guidance to the Industry on how it will enforce its regulatory authority over Internet-based promotions.Instead, FDA seems to depend entirely on formulating policy by issuing warning letters. This became quite evidenton April 2, 2009, when the FDA issued 14 letters to as many drug companies citing violations related to paid adson search engine sites such as Google. At issue was the so-called „one-click rule‟, which many Pharmaceuticalcompanies assumed was acceptable by the FDA.Demise Of The One-Click RuleThe so-called „one-click rule‟ was based on off-the-record comments made by the FDA at the 1996 public hearingthat implied it was sufficient to provide a link to the drug package insert (PI) to satisfy FDA fair balancerequirements on Web pages. That is, as long as the PI was just one click away, the page was compliant with FDAregulations.This was NOT an official guidance, but drug companies used it to justify using banner ads that mentioned benefitsand that linked to the product Website where users could click to get the PI. Even though that was two clicksinstead of one, experts – none of whom were from the FDA – said it complied with the „one-click rule‟ and,therefore, was OK. 209 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEMThe first warning sign that the „one-click rule‟ was not an FDA sanctioned guidance came in the fall of 2008 whenthe FDA issued a little noticed „untitled‟ letter that said a banner ad for Diovan was violative because the admentioned the product‟s indication and benefit without including fair balance (i.e. risk information). “The banners, however, entirely omit all risk information, including the warnings, precautions, and the most frequently reported adverse events from the PI”, said the FDA letter. “We note that a link to the PI and Patient Product Information (PPI) is included at the bottom of the banners. However, this does not mitigate the misleading omission of risk information from the banners. For promotional materials to be truthful and non-misleading, they must contain risk information in each part as necessary to qualify any effectiveness or safety claims made in that part. By omitting the most serious and frequently occurring risks associated with the drug, the banners misleadingly suggest that Diovan is safer than has been demonstrated.”Despite the “received precedence” established by the Diovan letter, many Pharmaceutical companies stillpersisted in believing that their 70-character Google AdWords that mentioned the product and the indication wereobeying a rule established by the FDA. They were informed otherwise in the 14 letters.Lack of Internet guidance from the FDA sustains a „wall‟ between the Internet and Pharmaceutical marketers. TheFDA defends its lack of Internet guidance by saying that the same principles that apply to the Internet apply toother media. That argument is not rational nor is it an extension of how the FDA treats other media, such asbroadcast TV.The FDA, for example, has long recognized that there are limitations inherent in a 60 second TV commercial thatrequired it to issue guidance on how to comply with fair balance regulations when using that medium. Similarly,there are limitations inherent in a 70-character Google AdWord. Yet the FDA refuses to issue any specific guidancefor the use of AdWords by Pharma marketers. 210 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEMLet‟s continue to focus on AdWords as just one specific example of how lack of guidance from the FDA has causedproblems.The issuance by FDA of 14 letters quashing the „one-click rule‟ proved how slippery the slope is when Pharmamarketers are left without specific guidance on what‟s acceptable and what‟s not acceptable on the Internet.Now, Pharma marketers have come up with another „rule‟ or work-around: the use of „redirect‟ URLs in AdWords.The question remains, however, how will the FDA interpret this practice in the future? Is FDA right now draftingletters against this practice?There are probably many other examples that could be cited demonstrating how the Internet is unique from othermedia and deserves special guidance from the FDA.This is especially true when considering Web 2.0 applications such as social media.We may not know all the possible unique ways in which Pharma marketers can get into regulatory trouble on theInternet.It‟s possible that the FDA itself cannot foresee all these gray areas. Maybe that‟s why it is reluctant to issueguidance.However, due to lack of knowledge of new technology and how it is being used by consumers, Pharmaceuticalmarketers, health professionals and other stakeholders should NOT be an excuse for FDA‟s lack of guidance in thisarea. 211 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEMEUROPEThe following are a sample of the relevant European legislation regarding the advertising, promotion and sale ofmedicines on the Internet is as follows:(1) Directive 65/65 EEC (Placing on the market)(2) Medicines Act 1968(3) EC Advertising Directive (92/28 EEC)(4) Medicines (Advertising) Regulations 1994(5) Legal Status Directive (92/26 EEC)(6) Medicines (Monitoring of Advertising) Regulations 1994(7) EC Distance Selling Directive (97/7 EEC)(8) EC Labeling Directive (92/27 EEC)(9) Medicines Control Agency (MCA)Statutory powers based on E.C. and U.K. legislation are enforced by the MCA (powers of injunction, civil andcriminal sanctions) and are complemented by Industry self-regulation under codes of practice.Dr. Louise Wood, Strategic Development Coordinator of the MCA, U.K., outlined the issues that the MCA monitorson the Internet: 212 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEM• Public health risks• When medicines bought over the Internet may not meet the required standards of safety, quality and efficacy• When patients are delayed from seeking professional help for serious conditions• When medicines are provided under conditions which do not promote their safe use o No professional supervision o Inappropriate use o Absent or misleading product information• When regulators and MA holders are not able to monitor product safety o No batch number o ADR reporting unlikely• Regulatory violations• When the implications of the following existing legislation are ignored: o Only medicines with MA may be placed on the market in that country o No direct-to-consumer advertising/promotion of prescription-only medicines (POMs) or medicines for identified serious conditions o No advertising or promotion of unlicensed medicines, unlicensed indications, etc. o Promotion must be consistent with marketing authorization o Distance sale of most medicines is illegal o Other illegal activities (e.g. counterfeiting, diversion)The MCA states that it treats the Internet in the same way as any other medium. However, it must be stressedthat policing this medium is far more difficult than the policing of other mediums. Advertising regulations statethat information must: o Be factual o Be up to date o Be presented in a balanced way o Not be misleading o Be in accordance with marketing authorization o Not be designed to encourage the public to ask their doctors to prescribe specific medication 213 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEMSome issues the MCA focuses on are:• Conformance with marketing authorization• Compliance with advertising regulations and codes of practice• Password protection• „Labeling‟ of intended audience• Disclaimers• Disclosure of sponsorshipThe MHRA‟s Blue Guide on Advertising and Promotions, published in 2005, states that Material posted on U.K.Websites and/or aimed at the U.K. audience is subject to U.K. medicines advertising legislation. As for othermedia, the promotion of prescription-only medicines to the public on the Internet is prohibited.Companies may include in a Website disease related information in accordance with the guidance provided inSection 5.11 in the Blue Guide, together with approved patient information leaflets (PILs), SPCs and publicassessment reports (PARs) for their POM products.Further guidance on this issue is given in Section 6.3 of the Blue Book. Where companies include links from theirU.K. site to their Websites serving other countries, it should be clear to U.K. users that they have chosen toaccess material aimed at users from other countries.Users should not need to access non-U.K. parts of the Website to obtain basic information about the company‟sproducts, such as PILs, SPCs, PARs and other non-promotional information. It is good practice for each page of theWebsite to include a statement that makes clear the intended audience. 214 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEM The Association of the British Pharmaceutical Industry(ABPI) Heather Simmonds of the ABPI outlined the ABPI guidelines in a paper entitled “The Internet and the ABPI Code of Practice for the Pharmaceutical Industry”. The discussion of ABPI guidelines presented here comes from that paper and her comments. The paper states that the Internet is not mentioned in the Code or in any of the legal requirements apart from a recent amendment which takes into account the use of email. This amendment stipulates that if companies wish to email physicians with promotional material, permission must be obtained prior to commencement of such activities (Clause 9.8). Ms Simmonds states that the ABPI views the Internet in much the same way as other media. Therefore, if a complaint is received by the ABPI about the Internet, it is submitted to the Code of Practice Panel. If a breach is ruled, the case has the option to go to appeal and be heard by the Code of Practice Appeal Board which can then be responsible for making the final decision. The ABPI refers only to the U.K. code and applies only to information put on the Internet by companies operating in the U.K., as the information would be accessible to a U.K. audience. Companies in the U.K. should not put information on the Internet in countries outside the U.K. in an attempt to avoid requirements of the U.K. code. If a company outside the U.K. puts information on the Internet that refers specifically to the U.K. use of a product, then the U.K. code would apply. However, a key difficulty here is actual enforcement. A U.K. company could be ruled in breach if the offending material was placed on a U.K. site by the parent company (operating outside the U.K.). 215 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEM Direct To Consumer The specific clause of the code relevant to unrestricted access to Internet sites is Clause 20. Clause 20 deals with relations with the general public and the media. Clearly, in the U.K. it would be a breach of this clause to advertise a POM to the general public using any medium, including the Internet. This restriction also applies to medicines that are not POMs but cannot be legally advertised to the general public. Clause 20.2 allows information to be made available to the general public provided it meets certain criteria (i.e. the information must be factual and presented in a balanced way so as not to raise unfounded hopes or be misleading with respect to the safety of the product). Companies are permitted to provide summaries of product characteristics (SPC) or data sheets to members of the public upon request, but these documents must be approved by the MCA. Companies can also provide copies of patient pack information leaflets to the public upon request. Members of the public should not be encouraged to ask their doctor for a specific medicine. Physician-Oriented Promotion Where access to information is restricted to Health Care professionals and appropriate administrative staff, then Pharmaceutical companies can put promotional material on the Internet, provided it meets all the relevant requirements of the code. This material would be considered no different from printed promotional information. Prescribing information complying with Clause 4.2 of the code would also need to be provided. If the information is more than one „screen‟ in length, the instructions for accessing the prescribing information or a statement that the prescribing information appears at the end of the material should be given on the first „screen‟ in accordance with the principles of Clause 4.3. 216 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEM It would not be sufficient to refer to the SPC or data sheet. Additionally, physician forums are required by Clause 9.9 to be moderated to ensure postings comply with the code. Any information that is sponsored by a Pharmaceutical company must clearly indicate the sponsor (Clause 9.9) and all material placed on the Internet by Pharmaceutical companies requires a certified hard copy to be provided. This must be certified by at least two people on behalf of the company, one of whom must be a physician. World Health Organization (WHO) Dr. Juhana Idanpaan, the Director of the Division of Drug Management and Policies at the WHO, discussed the WHO‟s views on promotion, advertising and sale of Pharmaceuticals via the Internet. He said that the 51st World Health Assembly, recalling resolution WHA51.9, provided suggestions for Member States, Industry, Health Care professionals and consumers, as well as for WHO. These were as follows: 1. An urging of all Member States to: • Review existing legislation, regulations and guidelines for their applicability regarding the Internet • Disseminate information on problem cases on the Internet and on measures for enforcement • Promote information on medical products validated by health authorities 2. An appeal to Industry, health professionals and consumer organizations and other interested parties to: • Promote good information practices (GIP) on the Internet • Apply WHO Ethical Criteria for Medicinal Drug Promotion • Monitor and report on problems • Maintain legal and ethical standards on the Internet 217 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEM 3. A Request to WHO to: • Encourage formulation of self-regulatory guidelines for Good Information Practices consistent with WHO Ethical Criteria • Develop a model guide to educate people to obtain reliable information on the Internet • Urge countries to monitor and survey, and to take regulatory action where appropriate • Urge countries to report problem cases and disseminate further this informationJAPANMinistry of Health and Welfare Japan (Koseisho)The Ministry of Health and Welfare in Japan has stated that it views the Internet in the same light as any otherbroadcast medium and, as such, the same rules and codes that apply to that apply equally to the Internet.No greater detail than this has been outlined, but inferences can be drawn.Who Should Be In Charge?This was an issue discussed at a conference I spoke at recently. The discussion centered around whether it shouldbe the IT Department or the eBusiness Department or the Marketing Department or the Communications/PRDepartment.The way I see it, social media is a channel and who should be in charge depends on what is being done and whatthe objective is.Some objectives and who I think should be in charge are mapped on the following page. 218 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 16: THE MAIN HURDLES FOR SOCIAL MEDIA IN PHARMA ANDHOW TO OVERCOME THEM Listening – Market Research Engaging/Embracing – Marketing/PR Energizing – Sales and Marketing Supporting – Customer ServiceBut, in terms of overall in charge? I would suggest whichever department they are from, someone needs to be incharge overall and be charged with really understanding the different social networks and how they can be usedproperly.The higher the level (a Director or above) the better, and preferably someone who has an interest and experiencewith it. In addition, this person would need to stay on top of the legal and regulatory frameworks to avoid fallingfoul of the codes.My preference would be that they were housed in a group that had the ability to influence and align strategy, andthis should be a significant part of their job role and not a small added extra. They would also need access toappropriate resources, including top level executives and agencies. 219 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 17: GETTING STARTED WITH SOCIAL MEDIA AND WEB 2.0As this report is written, the world is facing a disastrous economic environment. It‟s forcing companies the worldover to focus and rethink strategies, and do it within smaller budgets. In a climate such as this, the time isperfect to dive into inexpensive and effective social media.But how? In our previous chapters, we‟ve shown the basics of social media, the principles behind its usage, anddove deep into specific tools. We‟ve also talked measurement and case studies. After all this information, we nowneed to bring it down to the steps you need to take to get started. In this chapter, we‟ll look at the best ways tobegin your social media marketing campaign.PERSPECTIVESocial media tools are cool. They‟re „hip‟ and „hot‟, and everyone is talking about them. That‟s wonderful, butit‟s easy to lose sight of your focus when you‟re excited about new gadgets and neat tricks.Remember – always - that social media methods serve a distinct purpose for you and your brand. They are a tool,a means for social marketing, a way for you to build your brand, provide value for your customers, build strongtwo-way relationships, market your brand, and create more sales. Ultimately, social media is a technique for youto extend your marketing power.To get started with social media, then, we need to return to our conversation on overall strategy. Remember whyyou‟re embarking on this social media adventure. Remember what you‟re trying to achieve, and what you hope togain. Remember – always - your purpose, and your social media activities will remain useful, powerful, and anactivity in growth. By keeping the focus clear on your eMarketing campaign, each of the key steps below will fallinto place naturally. 220 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 17: GETTING STARTED WITH SOCIAL MEDIA AND WEB 2.0SOCIAL MEDIA STEPSTo get started with social media, start as always with Marketing 101 – what are your objectives, who are youtrying to reach, where are they and what are they doing there, how will you reach them, how will you engagewith them, and they with you and your brand, how does social media fit into your whole brand strategy, and whohas the skills to help you deliver this properly (either internally or externally)?Then, before you begin, consider doing the 4 key steps that follow.ListeningAs we mentioned in previous chapters, the most important first step you can take for any social media tactic, andan overall strategy, is to listen. Discover what is being said and how others are bringing value to Internet users.The best and most consistent way to listen to social media is to direct the conversation towards you. Sign up forblog RSS feeds and aggregate them in an easy-to-use reader like Google Reader (http://www.google.com/reader). You‟llhave all your blogs in one place and can easily sort and organise to your heart‟s content.What blogs should you listen to?Build An Ego Search. Using Technorati (http://technorati.com/) or Google Blog Search (http://blogsearch.google.com/), seekout blogs that are talking about your brand, your company, key employer names, and more.Build A Competitor Search. Do the same thing for your key competitors and their brands for comparison sake.Seek Out Industry Blogs. Find blogs that talk specifically about the Pharma Industry and Pharma marketing to stayon top of happenings and advances in your field. 221 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 17: GETTING STARTED WITH SOCIAL MEDIA AND WEB 2.0Examples include:• Pharma Marketing (http://pharmamkting.blogspot.com/)• Eye on FDA (http://www.eyeonfda.com/eye_on_fda/)• Pharma 2.0 (http://pharma2blog.com/)• PharmExecBlog (http://blog.pharmexec.com/)• Eyeforpharma (http://social.eyeforpharma.com/)Add a few categories of blogs that simply interest you. This will add colour to your daily blog reading, and perhapseven give you some fresh ideas.In addition to reading blogs, cast a wider net to listen to other Internet conversations. As we mentioned inChapter 7, create a Google alert (http://www.google.com/alerts) to receive notifications of any and all mentions of yourbrand or company in Google searches.Set up Twitter Search (http://search.twitter.com/) for relevant discussions in Twitter.Use Boardtracker (http://www.boardtracker.com/) for discussion boards and FriendFeed (http://friendfeed.com/) for socialnetworking sites.Use SocialMention (http://www.socialmention.com/) and WhosTalkin (http://www.whostalkin.com/) to search other user-generated content like blog comments, forums, bookmarks, events and videos. 222 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 17: GETTING STARTED WITH SOCIAL MEDIA AND WEB 2.0By consistently listening, you can understand more about each of these tools in action and how others are usingthem to their benefit. You can understand what users in your specific area are looking for, what they need, whatthey want and what they will listen to themselves. You can better craft the natural next step in your social mediainvolvement – speaking.SPEAKINGTo contribute to the conversation, you have all the options we‟ve discussed in previous chapters plus all theothers that will develop in the coming months and years. Blogs, Facebook, Twitter, YouTube, podcasts, and somany more, exist simply for you to speak with the masses. 223 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 17: GETTING STARTED WITH SOCIAL MEDIA AND WEB 2.0All your speaking should start with a home base. Whether you opt for a Website or a blog as your central location,you need this spot as your central storefront of knowledge and marketing. From there, the other social mediaoptions work with, and expand on, this home base.The next step is the hardest step – making your choices of which social media to use among the plethora ofspeaking options. Which tools make sense for your company? Once again, it comes back to your original strategyand goals. What are the primary things you‟re looking to accomplish?• If you‟re looking to build awareness, you should lean on the tools that make it as easy as possible to exchange and share content. Blogs and micro-blogging services will stand out here. After blogs, your best bet for building awareness is probably social networks, since these also allow you to share and exchange content with others.• If you‟re looking to facilitate dialogue, you‟ll need to consider which tools your current and potential customers use regularly. Blogs are terrific here. You can also use those groups that already exist on many social networks to reach and interact with customers. Many customers will ask questions about products and services or voice concerns by starting new messages within these groups. This gives you a chance to interact with them on your company‟s behalf to answer questions and help solve their problems.• If you‟re looking to expose your business to new customers, social networks are probably your best bet. If you create a profile and a presence on social networks, then you are entering a space that already has an established audience.• If you‟re looking to get the most „bang for your buck‟, especially in today‟s recession environment, blogs, wikis, micro-blogging and profiles on social networking sites are ideal. All these tools can be used for very little or no cost, and give you a great way to communicate with, and engage, current and potential customers and partners. When budgets are tight, it‟s the perfect time to try new and less costly techniques leveraging social media technologies. 224 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 17: GETTING STARTED WITH SOCIAL MEDIA AND WEB 2.0No matter what you choose for your speaking options, remember that they can‟t exist in a vacuum. Use all yourtools to point people towards your primary media (your Website or blog), and to each other. Invest the time: themore time you invest in using the tools, the more interaction you‟ll have with others (meaning current andpotential customers and partners), and the more positive results you‟ll see.All these tools require daily or weekly attention and a long-term commitment. Also, tap into the resources youhave to get started and flourish. Whether internal or external, utilize those experts who can guide your strategyand your specific use of techniques.With social media, simply listening and speaking are not the ends in and of themselves. The power lies in theconnection between them, the creation of a community. That‟s your next step.COMMUNITYEvery tool that we‟ve highlighted in this report is based on a notion of community. They are built with the ideathat users will come, they will interact, and they will add value to each other. Your role as a social mediaparticipant is to respect the community, and to add to it.One simple way to do this is to combine listening and speaking. When you discover blogs that discuss your topic,or feature the users that are your prospects, leave thoughtful and constructive comments as much as possible.Add to the conversation, offering your personal insights or asking questions. When you discover Twitter userstalking about your brand or your therapeutic area, join in with interesting comments or answers to queries. Whenyou find Facebook groups devoted to a relevant cause, post comments on the page. This promotes good practicesin social media, and it also gives you an opportunity for exposure and brand building. 225 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 17: GETTING STARTED WITH SOCIAL MEDIA AND WEB 2.0Another way to contribute to and develop community is to „share the love‟. Promote others, even more than youpromote yourself. This means posting links to other sites, writing about smart ideas from others in the field, andsharing information from other sources. By doing this you spread goodwill, provide value to your users no matterwhere it is found, and generally boost your image.Another community builder is making it easy for others to enjoy and publicize your content. Give people the toolsto promote what you say: Social promotion buttons make it easy for your visitors to Digg, StumbleUpon, and sharewith bookmarking sites, and to connect with you on other sites.One of the easiest ways to make your content accessible and valuable is to build a Feedburner account, whichgives you easy visibility, adds links to promote your feed, and offers email options for users.Ultimately, every social media action comes down to community. How are you contributing?CONVERTBy engaging in social media, you‟re making a commitment to putting your customers first, providing value andbuilding your brand. However, you‟re hoping for something in return – converting these users into leads andultimately customers, or creating loyalty among existing customers.It‟s essential to realize that conversion takes time. All the good that can happen with social media and aneMarketing campaign will not happen immediately. It can take months, even years, to see long-term successes. Itcan test the dedication of your team and require multiple adaptations over time. By staying focused, stayingcommitted, and staying true to the principles of social media and marketing, will result in success. 226 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 17: GETTING STARTED WITH SOCIAL MEDIA AND WEB 2.0WHAT NOT TO DOKnowing what to do and how to get started will get you on the right path to an effective social media campaign.But, just as critical, is knowing what NOT to do. No matter what tools you use, throughout your entire campaign,there are key things you can‟t do if you expect it to be effective. Jumping in Without a Plan Let‟s say you dabble in Facebook, and Tweet in Twitter, and throw up a few videos in YouTube. That‟s great – but what‟s the plan? Are the actions you‟re taking working together? Are they focused on your customers and their needs? Are they geared towards business and marketing objectives? As we said in Chapter 2, if you can‟t answer these questions, your social media campaign will be haphazard and ineffective. Speak Without Listening If your social media campaign consists of announcing your blog posts in every single community and nothing else, you‟re doing too much talking. If you‟re focused on sending out content and offering no way for users to respond, you‟re doing too much talking. If you‟re entering blindly, without any idea of key blogs and bloggers, specific community netiquette, or what is being said about your brand or company, you‟re doing too much talking. Listen first and listen often. Remember that social media is about two-way communication and not simply a platform for you to jabber on. Hard Selling Nearly every online community will slam the door in your face if you insist on the pitching your product. Don‟t engage in Twitter conversations, Facebook posts or blog comments simply to extol the virtues of your brand. You will lose followers, and negative word will spread. 227 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 17: GETTING STARTED WITH SOCIAL MEDIA AND WEB 2.0 Manipulate the System Don‟t, don‟t, don‟t secretly hire people to evangelize products or companies. Every company that has engaged in these ham-handed tactics has experienced major backlash. Be upfront, and be organic. Be Controversial, Just Because Some individuals and companies think the best way to get attention is to attack or otherwise create controversy. A negative focus like this will result only in negative feedback. Be Unoriginal Don‟t simply parrot what others say online. Don‟t write blog comments that consist of “Me too!” Focus on contributing something to the community.Ultimately, remember this. You‟re creating your brand through every action you take. If you engage ininappropriate communication, or otherwise abuse the system, your brand suffers. 228 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNAfter creating the strategy, choosing tools and learning from others to maximize your eMarketing campaign,measurement looms. Just as with any marketing campaign, social media efforts must be gauged for theireffectiveness in meeting the objectives set, and judged by financial and intangible ROI.However, with social media, this is sometimes challenging. A perception that businesses will be hard pressed tomeasure results may be the single biggest reason why people hesitate when it comes to using social media.Measurement is possible, just as it is with other supposedly difficult-to-measure, traditional media, such as PR. Itis not only possible but also necessary to ensure actual brand building and ultimate bottom line results. It startsfrom your strategy, where you decided what you hoped to achieve. It develops from your campaign choices, and itultimately can help you determine your next steps.When facing down the seemingly impossible task of measuring social media campaigns, some perspective isneeded. First, remember all that hard work you put in to develop a strategy? All the thinking and planning todetermine what you were hoping to achieve and how to achieve it?That work has guided your campaign strategy, and now it will guide your measurement strategy. You determinedthat your most important goal was increasing customer trials, or improving brand advocacy, increasing marketshare, or some other target. If you know what you‟re looking to do, if you‟ve put in the work to plan your goals, ifyou know what business outcomes you‟re seeking – you can measure impact.Of course, there are still challenges posed by measuring social media. Everyone wants simple metrics that will tellthe whole story. Figures that will make the C-Suite sit up and notice, and thank you for a job well done. They alsowant clear figures that point towards what is working and what isn‟t. Tracking in the usual ways can leave out asignificant portion of the activity taking place, and neglect to provide insight into bottom line impact. 229 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNHowever, you CAN measure the overall impact of the channel itself on your brand‟s bottom line results. We willget into this later in this chapter after examining some of the basic metrics currently used.As we mentioned in Chapter 2, an online strategy may revolve around or at least involve several main goals:a. Market expansionb. Increased brand awarenessc. Improved reputationd. Personal developmente. Relationships with benefitsf. Generating leads/gaining trialg. Driving sales, market share and profitTo measure these, you need the right metrics. To find the right metrics for social media, you first need to choosea measurement approach. What approach will you take? What methods will you use? How can you even start?PART ONE: SIMPLE USAGE MEASUREMENT APPROACHESWe can start by examining the metrics available for different social media tools, determining what data isavailable for analysis right off the bat prior to planning additional data collection and analysis.SPECIFIC TOOL METRICSFor each social media tool, a host of measurement options exist. Below, we discuss a few key tools and theirbuilt-in usage measurement options. 230 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNBlogsWith free accounts through Feedburner (http://www.feedburner.com/) and Google Analytics (http://www.google.com/analytics/),you get access to tremendous detail and statistics on your blog. Sure, traffic is good. But it‟s not the only usefulstatistic for blogs.Some other metrics through Feedburner and Google that can give you figures to use in measurement and insightfor the future are:• Source of Traffic. Study referrals to determine which sites are sending traffic your way. This can give you a great idea of where to spend your social media time – other blogs, other tools, and other sites. This also gives you an idea of bloggers to follow and interact with, for community building and for increasing links.• When is Traffic Arriving? Keep a close eye on when your traffic jumps. This can help you create a posting schedule – if most of your readers are coming on Tuesdays, post then. You can maximize the exposure of new posts, train your blog readers when to expect new posts and increase the likelihood of their visits.• How Many Subscribers? When users subscribes, they‟ve decided they like your content so much they want it delivered as soon as it‟s available. Track how many subscribers along with your traffic. Subscriber numbers can help describe your blog readership, their desires and their actions.• Which Posts Get the Most Comments? Engagement is even better than increased traffic. Ensure your visitors are finding value in the content by tracking comments.• Which Topics get the Most Feedback? This can help you create posts that are interesting and increase blog traffic.• Bounce Rate. A bounce rate measures how many people stop at your blog and then bounce to another site. Either they check out one specific post and leave, or they decide your blog is not for them.• Loyalty. What is your new versus returning visitor count? What about time on site, average page views, and overall visitor returns? 231 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNAll of this data is available through Google Analytics, and can provide great metrics and terrific insight forcampaign review.FacebookHow do you measure if the page you establish is working as a Facebook presence? What is a sufficient number ofthe right people to communicate your message to, and receive return from?Simple figures, like number of fans and number of groups that relate to your company and brand, can give you thebasis for measuring your Facebook activities. For greater insight, dive deeper:• Who are they? Are your fans your target audience? To determine this, you need to look at the profiles of the most active members of the group. A quick examination of the members‟ profiles will give you a sense of whether or not this is the crowd you‟re seeking and with whom you want to create a conversation.• What are they talking about? What information are they passing along? You want to make sure that what you have to say is relevant and interesting to the people conducting the conversation.• How do those things relate to your brand or product or objectives?• By monitoring and analyzing the postings, you‟ll get a sense of how this all relates to your brand and to your objectives.• Active public versus inactive public: What percent are active (making posts, talking with other users, etc.)? Prioritize your efforts, focusing on those people that are most active and participatory.A few tools exist to give you hard figures and additional insight into Facebook. Facebook Lexicon(http://www.facebook.com/lexicon) allows you to see what Facebook users have been discussing. It‟s a keyword trendprogram that shows the number of people who mentioned a keyword one or more times over a certain period oftime. You can get an estimate of the number of times your brand or product is mentioned. 232 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNWith Facebook Insights, which works similarly to Google Analytics, you have access to data on activity, fandemographics, ad performance, and trends to improve your content and adjust your ad targeting.TwitterYour Twitter influence can be calculated on various factors, your „following‟ to „number of followers‟ ratio. But,there‟s more. How many of your tweets are being retweeted? When one of your followers found your tweet sointeresting or insightful that he or she wanted to share the same tweet with all of his or her followers, that‟s aretweet. Retweets are viral marketing at its best, opening up the conversation to new audiences and potentialcustomers, and should be tracked.Also, how many @replies do you get? When you tweet, a follower may choose to directly respond with an @reply(which can be seen by your followers) or a private direct reply. This can open up the door to one-on-onemarketing and is a good indication of your overall influence on Twitter.Some new tools also exist to more fully analyze your Twitter statistics and presence. Twitalyzer calculates yourinfluence based on your signal-to-noise ratio, generosity, velocity and clout, and allows you to calculate a scorefor any other Twitter user you want to keep tabs on. In addition, bigger analytics programs are offering solutions.Omniture is now offering a Twitter component to its analytics platform, used by many of the top brands in theIndustry.YouTubeJust like other social media tools, some basic metrics can be collected for your presence on YouTube, includingvideo views, ratings and comments. You can also record how many times a video has been favorite, embedded orlinked to. 233 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNFor insight, you can compare these statistics to your competition, and over a long period of time. And you canalso go deeper, analyzing comments to determine impact. How do any comments achieve your original objectives?What positive and negative responses did you receive? What indications of increased brand strength, brandloyalty, or unusual engagement, did you find?So now we have some metrics: How do we take these forward into more detailed measurement strategies?PART TWO: SIMPLE FRAMEWORK APPROACHESA framework simply means more perspective. Selecting a framework is selecting a way to understand socialmedia, to conceptualize it as a knowable object, and determine measurements that make sense. Marketingexperts have proposed several framework options to guide social media understanding and measurement, basedon some very familiar ideas.WORD OF MOUTH FRAMEWORKAnother framework for social media measurement is thinking about social media as word-of-mouth. Social mediahas pushed WOM from a very personal interaction into a one-to-many activity online. However, the ultimatequestion remains the same: “Would you recommend us to a friend?”This framework keeps a central idea posited: The best customers are not necessarily the best referrers. Thatmeans two things. Social media activity and wins do not necessarily translate to sales or to referrals. But, nomatter if these results occur or not, social media can be a great place to observe word-of-mouth, listen tocustomers and their conversations about your brand, and gain insight into how and why referrals occur. 234 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNWOM is difficult to capture. Formulas exist in the dozens to manipulate figures and determine a customer‟s valueto the company in terms of referrals and sales. Nevertheless, they are notoriously difficult, biased and limited intheir use. They fall back on traditional tracking like Internet metrics, pre/post surveys, and publicity monitoring,and simply don‟t go far enough.Even the Word of Mouth Marketing Association (WOMMA) acknowledges that there is no simple or direct way todefine the financial return from WOM investments.However, researchers and marketers are seeking to change that, especially after making the connection betweenWOM and social media measurement.One suggested measurement process and system of metrics is shown below:• Define objectives. State the intended outcome of the campaign expenditure in economic or behavioral terms, clearly and succinctly. If your primary goal is to influence awareness or attitudes, try to plan how that will translate into an increase in profitable customer behavior patterns. If the objective is to shorten the sales cycle, develop hypotheses about how much shortening you can do and what the economic value of a shorter sales cycle would be.• Test message strategy effectiveness on behavioral intentions. Many tools, including Eularis analytics, are available to tease out the potential impact of subtle changes in message execution.• Construct experimental designs to validate the relationships between intended behavior change and actual behavior change. Develop test/control constructs to determine the true predictive value of the awareness or attitude change. Try to control WOM message exposure either geographically or, if that‟s not possible, on the basis of targeted delivery channels, demographic sub-segments, or simply time (pre-launch versus post- launch). 235 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGN• Conduct post-campaign interviews with current and new customers, and those who still resist your value proposition, to find out what did/did not influence their decisions to act/not act as you desired.• Review your proposed measurement methodology with key constituents of the outcome in advance. If the campaign results are positive, who is most likely to challenge your eventual findings? Ensure that finance, sales and operations are able to air their concerns about the validity of the approach before you launch, and ask if they have any better ideas.• Keep the proper perspectives in mind. Effectiveness and efficiency are only relevant in the context of your expectations. State them clearly and in as close-to-financial terms as you can. Did you achieve the specific result you expected? Did the result come at a favorable cost? If the answers are both yes, you likely have a successful WOM campaign on your hands.Ultimately, the WOM framework must help marketers answer that elusive question of referral. Social media canbe effectively measured in this way, but also point the way towards greater insight on this question.LOYALTY FRAMEWORKAnother measurement approach is thinking about loyalty and how social media can help develop this criticalconcept. In business today, the key is not customer satisfaction, or a single sale.Customers are promiscuous, going with brands on the basis of price, experimentation or feeling. However, if avalue proposition stays attractive and relevant, it is less likely customers will defect.Loyalty, then, is about creating loyal customers who will stick with you, advocate for you, make referrals, andbasically become a marketing extension. Several types of loyalty exist. 236 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNFor Pharmaceutical marketers, transactional loyalty is repeat purchasing without any contractual obligation. It isloyalty based on price, value perception and convenience, and customers may switch at any time. This is thedoctor giving her prescription writing business to a company, but who may change her preferred company for anynumber of factors. Marketers ideally want to pursue functional loyalty, where a product‟s very attributes areperceived as superior and preferable, or emotional loyalty, where a customer develops preferences based on theirvalues, ego, sensibilities, or other abstracts.Marketers can measure these types of loyalty by defining it in very specific terms that apply to the desiredbusiness outcome:• Transactional loyalty can be measured by: o Changes in recency-frequency-monetary value by customer group o Velocity of change in segment mobility o Cross-category purchase behavior and trends o Gaps between transactions• Functional loyalty can be measured by monitoring the basis of functional preference: o Top of mind awareness on key functional dimensions o Changes in perceptions on these or competitors o Willingness to recommend o Price elasticity• Emotional loyalty can be measured by: o Attitudinal surveys on key attributes o Competitive brand preference o Price insensitivity o Problem tolerance o Overall brand preferenceThrough these metrics, marketers can hone in on loyalty and also effectively measure social media activities. 237 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNENGAGEMENT FRAMEWORKEngagement is yet another framework to conceptualize social media activities and measure their results. Thisapproach measures customer value and brand strength. There are many potential benefits of positioning yourstrategy around engagement, but it must be framed in the proper context to give insight and good outcomes.Two types of engagement exist. Emotional engagement, the more popular of the two, denotes conscious orsubconscious choices and connections with brand. This kind of engagement is personal and suggests a deepermeaning for customers. The problem here is that research tools to measure emotional engagement are the sameas they were in the last 50 years. These measures, including brand recall studies, satisfaction surveys, etc. areadequate, but don‟t give any deep insight into the linkage between engagement and financial outcomes. Theydon‟t cut it in a selling situation.Behavioral engagement is the more important of the two and encompasses all interactions that the prospect orcustomer has in relation to a brand. This includes pre or post sale activities predictive of future purchases, likevisiting the Website, downloading a white paper, recommending the product, and even a blog comment.Behavioral measurements hold potential, but marketers are leery because of the increasing complexity of thepurchase funnel. Multiple channels, non-linear activities and more characterize the funnel, rather than a straightline from customer to sales counter.In an effort to be more comprehensive yet more detailed, Forrester Research recently proposed the fourcomponents of engagement. They define engagement as the level of involvement, interaction, intimacy andinfluence an individual has with a brand over time, built from online and offline data, quantitative and qualitativemeasures, and all the areas in between. 238 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNWith this model, Forrester recognizes the endpoint doesn‟t have to be a direct or immediate transaction, but canbe other value increasing factors like referrals, downloads and interactions. 239 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNAlso, with this model, they proposed a process for capturing the most relevant insights from customer behaviors:• Determine outcomes you want to achieve. Determine all the non-linear pathways customers can take to get to a point of measurable and valuable action. What steps do customers take to download a report or trial coupon, and at what point does your sales team interact with them? This sheds light on how different behaviors influence one another and create opportunities.• Create a testing process. If you have no data, make assumptions and test those assumptions with experimental designs. Then use analytics to finish out the predictive modeling. Applying this process will help marketers understand the net impact of specific interactions.• Isolate drivers. Find correlations between behaviors and economic value. Focus marketing activities on the likely drivers to leverage. The goal is not just to find the behaviors indicative of profitable outcomes, but also to stimulate more of those behaviors.Breaking engagement down into smaller elements, and recognizing those elements as dynamic and constantlychanging, this platform can provide a strong basis for measurement and future planning.FRAMEWORK SUMMARYBy picking a framework to understand and measure social media, you‟re setting the stage to define success. Howmany “whats” equal a good result, an excellent result, or most importantly, the “wow” type of result? With aframework, you have the means to determine this. 240 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNPART THREE: SIMPLE ROI APPROACHESIn principle, Marketing ROI is a useful way to choose the preferred option for the marketing mix when the totalbudget is fixed. It is essentially a financial measure based on using clearly defined pieces of information, and theMarketing Return is the financial profit gain beyond the initial investment.Components needed to do this type of calculation are:• Test Group: o Expose certain physicians to the experiment (a new marketing program)• Control Group: o Another set of physicians are tracked to see response in the absence of the experiment• Measurement Issues: o What response will be measured? o At what intervals will measurement occur?• Comparability: In building the experiment, it is important to consider comparability of treatments and controls along dimensions including: o Demographic characteristics, prescribing frequency, patient characteristics, etc.• Comparability of experiment and control groups can be ensured through: o Balancing of experiment and control groups in test setup o Adjusting for confounding factors after the experiment (e.g. regression based approaches)This kind of approach is commonly used in eMarketing due to the very trackable nature of online media. Examplesof this have been discussed throughout this report, especially in the eDetailing chapter which offers simple waysto do this. 241 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNPART FOUR: OTHER STATISTICAL APPROACHESGENERAL STATISTICAL PROCEDURESThere are many statistical approaches taken in eMarketing analytics. The majority of these are focused on thecomparison of multiple channels to see the financial impact of the different channels, and to gauge where thegreatest return is being seen. These can be used when comparing eMarketing channels with great effect. Thestages that can be taken for these when utilizing statistical approaches are essentially as follows:1. EvaluationEvaluation of the campaign will involve pinpointing objectives and expected outcomes, both in terms ofqualitative parameters and quantitative KPIs. With this evaluation, marketers can then perform some fine tuningand modification of the campaign and the KPIs themselves. For these multiple channel campaigns, KPIs caninclude:• Post campaign outcomes (market share change, RX share change)• Change in relative financial impact across channels• Change in effort of direct promotion• Improvement in reach and coverage• Access rate of Internet tools by physiciansHow this evaluation process works is depicted in the figure below. 242 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGN2. OptimizationUsing the results of your evaluation, and considering the priorities of your company, companies can developscenarios of campaign tweaking.Optimization could be realignment of the current mix, allocation of budget for new channels, and more. 243 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNEULARIS 94.8 APPROACHThe Eularis 94.8 Approach is another approach that can be easily employed to analyze the financial impact ofsocial media on the bottom line for your company or brand. To illustrate this approach, we will share a case studyusing social media where the financial impact of each social media channel was carefully measured.Case StudyBackgroundThis specific brand was spending significantly on advertising. The 94.8 Analytics, conducted by Eularis for thebrand on its non-eChannels, showed that, in its category, advertising was highly impacting return for thetherapeutic category but the cost was also extremely high.The brand, like many in its company, was facing budget cuts in the marketing budget. The team wanted toexplore social media approaches that were able to stretch the budget to get more „bang for their buck‟ for thebrand than traditional advertising alone.The brand was in the Cardiovascular field and the company decided they also wanted to grow market share usingsocial media channels, in addition to getting more „bang for their buck‟. The team went through a sensibleplanning process, as outlined previously in this report, including setting objectives, deciding what social mediamade most sense for their target audience, listening to the target audience using the social media, planning theirapproach and executing it.A fusion of different social media was used, including a Community Platform around the condition, Blogging,Twitter, Facebook and YouTube activities. Using many other trackers of behavior, as described earlier in thischapter, the results were looking extremely positive. 245 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNHowever, these trackers did not show financial impact of each social media channel for the brand, and that waswhat the Marketing Director wanted answers on for the CFO. The team decided to use the Eularis 94.8 AdvertisingAnalytics to find the answers to these questions:• How effective are our social media messages and should these be changed?• What kind of financial impact is each channel giving our brand?• Are any of the channels far outperforming the rest?• Are any of the channels far underperforming the rest?• What is the overall financial impact from all the social media channels?• How does this compare to the financial impact from our non-social media channels?• What is the best budget allocation of social media versus traditional media?• Within each group, what is the best mix of media to grow the market share optimally?• What is the best allocation of media budget within each group (i.e. traditional versus social media) to grow the market share optimally?• What do we need to change to be able to do better?• How does our social media agency compare to our competitors‟ social media agencies in terms of financial results for their clients?ActionsThe Eularis 94.8 Advertising Analytics System was implemented and provided answers to these questions. Itshowed the key topics/themes that the social media needed to be built around and highlighted some of theproblems found in execution, suggesting what needed to be done to improve bottom line results.One of the social media channels was not having the desired impact and was examined for how to improve it. Themajority of social media channels were, however, showing impressive returns for the brand‟s bottom line.Changes in allocation across traditional and social media were made according to the planned market shareincreases desired. 246 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNResultsThe results 6 months later, following action on the recommendations for the cross-allocation between traditionaland social media, was impressive. The brand had been growing, but at 3% a month. Following the reallocation,the brand was growing at 27% a month.Why were the results so impressive using this approach?The Eularis 94.8 Approach collects current, up-to-date information on the different types of media (includingdifferent social media), validates this against all brands in the category as well as against sales results so that theunderlying real channel drivers can be identified, then analyzes this in predictive algorithms that include marketshare data and brand spend data to show the exact contribution of each channel to the brand‟s overall marketshare or sales.This approach provides a prediction that has the highest degree of mathematical certainty possible. This accuracyis largely due to taking both validated current market data on the different approaches as well as hard financialdata of sales and/or market share into account. This model was developed in collaboration with thePharmaceutical Industry and leading actuarial and statistics Professors.Although this model is not 100% accurate, it has been found in studies examining several years of back-data to besufficiently accurate for measurable brand growth (one independent study using over 5 years of back-data found itto be 94.8% accurate – hence, the name).This system, although complex mathematically, requires little input from Pharmaceutical marketers after theClient briefing form is completed, making it one of the easiest approaches to implement for this kind ofmeasurement of bottom line financial impact of activities. 247 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNGiven the complexity of gaining financial understanding of social media using many of the other approachesoutlined in this chapter (which are all helpful but for refining the approach and KPIs rather than uncovering actualfinancial impact), this approach is extremely attractive in social media projects.The Eularis 94.8 System is simply summarized:• PHASE 1 Understand Key Channels for Brand Team: – Identify key social medial and other channels and activities of importance to the product team to analyze• PHASE 2 Data Collection To Reflect Current Reality and Not Historical: – Collect data around different channels• PHASE 3 Validate Data Against Market Share To Uncover Real Influencers: – Mathematically validating the cause/effect relationship currently existing for multiple media• PHASE 4 Apply Predictive Algorithm Analytics and Dynamic Modeling: – Input key financial metrics (sales/market share & promotional spend) to quantify the cause/effect relationship for multiple media in combination and alone – Develop a dynamic planning tool, which will enable „what if‟ scenarios to allocate promotional investments to enable working out return on programs and return moving forward• PHASE 5 Develop Implications and Report Findings: – Analyze all models and check implications – Develop conclusions and make highly specific recommendations for the brandsThis allows the brand to examine the cause and effect relationship between each social media/eChannel activityand the financial results, as well as determine what synergistic combination of these activities will produce whatimpact in sales over time. 248 © Copyright 2011 Eularis
  • SECTION FOUR: PUTTING IT ALL TOGETHERCHAPTER 18: MEASUREMENT OF YOUR eMARKETING CAMPAIGNSummary of ApproachForward-thinking Pharmaceutical companies now use this unique diagnostic management tool for social mediameasurement to receive real and actionable data on the strengths and weaknesses of their brands‟ social mediaactivities and the implications for their market shares in a format that top executives can buy into and trust.This analysis is usually done twice a year to ensure plans are on track and further refine the approach. Year-to-year consistency, in terms of which indicators are examined, is important to refine and improve the marketingreturn. This kind of ongoing modeling can be seen as developing an expert system.Results are compared with predictions and the parameters adapted progressively for maximum impact. It canidentify discontinuous change more quickly (as unexplained variance) and marketers can systematize marketingperformance assessment to improve learning.This approach allows us to:• Identify all eChannels really influencing behavior the most• Evaluate which messages are having the most impact on actual prescribing/brand requests• Quantify the impact from each eChannel alone• Determine the most effective mix and budget of eChannels for optimal market share growth• Forecast brand performance based on current situation assumptions• Highlight eChannel impact differences across competitor brands and competitor companies• Access Agency League Tables (according to which social media agency‟s activities are having most actual financial impact for their brands).• Access „What If‟ Simulation Scenarios worked out for your brand. So, if you increased your spend in one social media channel by Xand decreased it in another by Y, what would happen to your bottom line financial results?There is a lot that can be covered in this area. Therefore, if you want a more comprehensive discussion on this,please contact the author at Eularis - www.eularis.com. 249 © Copyright 2011 Eularis
  • CONCLUSIONSTHE FUTURE OF SOCIAL MEDIAThe environment for Big Pharma today is tough. Competitive threats are all around, ever-present; the public andphysician community are increasingly hostile, and figures across the board indicate the time to panic.That‟s why the need for a strong, well planned Internet marketing strategy is so profound. With a carefullyplanned eMarketing strategy, and cost-effective tactics that promise surprising value, companies can find ways toconnect with customers and the public, build their brands and sales, and improve the future.What works in Internet marketing? Creating a plan built on clear objectives and targets. Understanding theessential differences in the Internet as it exists today versus a decade ago. Internalizing the principles necessaryfor today‟s social media dominated Internet, and working towards creating community and relationships.Observing how companies in all industries use key social media tools like blogs, Facebook, Twitter, YouTube,podcasts, social bookmarking and Google. Knowing the first steps to take for a cohesive action plan. Finally,learning the key to meaningful measurement.In short, companies that are willing to take some chances in a deliberate way that is planned in accordance withsensible marketing principles, while taking heed of how social media marketing is done, are those primed to findsuccess.The future of the tools we will use in the future on the Internet is uncertain. They will continue to evolve. Just asthe initial beginnings of the Internet have evolved to today‟s Web 2.0 tools, so the evolution will continue infuture years. However, with the planning framework and principles marketers learn in this report, companies canbe poised to take on the future with confidence. 250 © Copyright 2011 Eularis
  • Contacts Eularis JapanFor more information, please contact: Eularis North America Kamiyacho MT, 14th 415 Madison Avenue Floor
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Minato-ku, New York, NY10017 105-0001 Tokyo Eularis Europe Eularis Hong Kong The World Trade Center Unit 10-18, 32/F, Tower Leutschenbachstrasse 95 1, Millennium City 1 8050 Zürich 388 Kwun Tong Road, Kwun Tong Switzerland Kowloon, Hong Kong Contact: Dr. Andrée Bates (abates@eularis.com) Removing Uncertainty from Pharma Corporate and Marketing Decisions www.eularis.com 251 © Copyright 2011 Eularis