Rx: Social Media For Healthy Marketing. Not All Side Effects Are Bad
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Rx: Social Media For Healthy Marketing. Not All Side Effects Are Bad

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Healthcare marketers today are battling several powerful diseases. Apprehensive Social Media Syndrome – ASMS, and One-Way Social Media Disorder – OWSMD. Both can have detrimental effects on your ...

Healthcare marketers today are battling several powerful diseases. Apprehensive Social Media Syndrome – ASMS, and One-Way Social Media Disorder – OWSMD. Both can have detrimental effects on your marketing efforts. Even if you aren’t, your customers are online; hungry for information and engagement, and more empowered than ever. Your choices – listen, influence, and engage, or call in sick.

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  • TB, Executive VP and CMO EmpowHER is an award-winning health media company for women The only network of sites dedicated exclusively to women’s health and wellness. EmpowHER was started in 2007 by renowned women’s health advocate Michelle King Robson following her own debilitating struggle with a health issue, and her promise that no woman would have to go through what she did. Now, EmpowHER is a top 5 women’s health and wellness site Top 24 of all women’s lifestyle sites And top 7% of all health sites!
  • I know everyone already knows that social media is, right? So I won’t get into the all that entails. But at the most basic level, social media is conversations and connections online…
  • So you know what social media is, but did you know… or did you realize that social media lets everyone (including your best and WORST customers) to have a voice. That it’s not about you anymore – it’s entirely and utterly about them – your audience.
  • And, guess what? Even if you’re not online – your customers are insocial – AND newsflash – they are ALREADY talking about you.
  • Scared yet?
  • ASMS – apprehensive social media syndrome OWSMD – one way social media disorder
  • If any of these signs and symptoms sound familiar to you – you could very well be suffering from OWSMD or ASMS The word social media elevates your pulse, causes rapid breathing and you start to sweat You have trouble identifying is it “tweet”, “tweeted” or “twit” You still think social media is free advertising You are in denial about the conversations going on “insocial” You think Facebook is something for your teenage kids Social media “metrics” and budget makes you nauseous Social media and ROI in the same sentence cause hives
  • But before we attempt to remedy these highly curable, but dangerous if left untreated conditions – let’s take a look at the social media landscape for a minute…
  • The times have changed, as I just said. It really is a new world out there. The media landscape isn’t the same as it used to be. It’s not just CHANGED forever, it’s continuously evolving, challenging marketers to keep up. Social media has leveled the play field and shifted the balance of power away from US (the company) to and to THEM – your customers. Marketers used to have a captive audience to receive communications how and when WE wanted. Not so much anymore. Our audience – the customers – they are the ones in control now, dictating to us how and when they want communications from us. And, we better listen! Marketers used to have the luxury of dictating content to the audience. Now, customers are active and louder than ever when it comes to brands. They want… no, EXPECT a dialogue This is the hardest point for some folks to realize. Brands are no longer in control of the messaging. Your brand is no longer what YOU say it is. Anyone can take control of messages now. Your brand is the hands of your customers. Your brand is what THEY say it is. Publishing used to be a significant investment. Publishing content isn’t the investment anymore – participation is the investment! Engaging in dialogue with your customers takes more than money, it takes time and knowledge and openness and willingness to just relinquish control and LISTEN and ENGAGE Information used to travel at the speed of print – well, guess what – now it’s even faster – with the click of a mouse information is published!
  • With that said – let’s take a look at some eye-opening facts, shall we?
  • *Pew 80% - percentage of US adults who look for health info online Two-thirds of those health-info-seeking Internet users have looked up a specific disease or medical problem. More than half — 56 percent — have checked for info on a particular treatment, drug or procedure (Pew)
  • 92% of women look for health information on the Web. Wait – that’s worth repeating… 92 % !!!!!
  • Women age 35-44 spend 25 minutes per day on average on health community sites Health sites reach 60% of women age 35-44 & 50% of women age 15-24
  • If that wasn’t enough – here are a few more stats according to PEW: 60M US consumers connect to others regarding health issues 88% of health-related searches feature user-generated content in the first three pages 70% of consumers believe information from their peers online even if they are NOT experts 86% of US physicians use Internet to gather health, medical, or prescription drug information 1200 health-related advocacy communities on Facebook
  • And yeah yeah, we know that there is a culture shock from traditional pharma and healthcare values vs. those that reign supreme in the social media world: Risk averse vs. risk taking Heavily regulated vs. open to all Closed, security-focused vs. transparent Controlled access to data vs. shared Authoritative, heavily filtered vs. collective, crowd knowledge Long lead times vs. rapid deployment
  • But with all the said, I love to reinforce and paraphrase the famous stance from Johnson and Johnson – “compliance and regulation should NOT be used as a shield against engagement and communication.”
  • Just because the industry is currently on-hold with any real guidelines from the FDA – and yes, we know you’ve been on hold since 2010 when they were originally promised… but that doesn’t mean you should focus on what you CAN’T do… instead, focus on what you CAN do. For example – we know that Facebook recently made an announcement that pharma pages can no longer whitelist or disable comments on certain pages after Aug. 15. Instead of scaring you – you can look at the possibilities as this new mandate encourages an authentic dialogue between people and your brand. Instead of limiting your communications because of those pesky disclaimers that have to go along with all mentions – try coming up with clever new ways to include them in your conversation. On twitter, you have minimal real estate to communicate your message. Try using a URL shortener to includes the disclaimer so it doesn’t take up valuable space in your 140-character update.
  • Of course, those were just a couple examples. So with that said, how can you benefit from being INSOCIAL?
  • The answer, is a lot of different ways! Market research: Do some research on either your existing fans/customers, or prospective ones! If you have a facebook page already, take a deeper dive into the analytics section to see demographics about your fans that could better inform smarter outreach. You could even conduct mini surveys/focus groups that could yield real-time and more in-depth analysis than a standard a/b/c questionnaire. And, remember that stat where women spend nearly ½ hour each day on a health site – figure out WHICH ones, and be on those sites too! Brand loyalty: The purpose of a business it to create a customer that inturn creates a customer, right? Use social media as a tool to help give your audience a voice to spread the message further and faster. Public relations: Anytime there is news you’d like to promote beyond a typical press release, let social media take your message louder, faster and further than it ever could before. Customer service & quick response: By listening to what people are saying and monitoring their online activity, you can hear real-time what’s going on and either mitigate crises potentials or bolster brand loyalty by acknowledging their comments!
  • With that said, don’t you those are just a few of the potential benefits of leveraging social media. So – let us go back to ASMA and OWSMD – remember those scary symptoms … well, good news – there IS A CURE!
  • Here’s how you can write a prescription for success in social media
  • But first, it’s important to remember that social media by itself is NOT a strategy
  • Leverage social media for what is is – an invaluable platform of social networks, micro blogs, bookmarking, and video-sharing sites that work to support your educational agenda, marketing strategy and business objectives.
  • So where do we go from here, you ask?
  • First and foremost, listen!!!! It’s as simple as that. A lot of marketers, especially in heavily regulated industries get so caught up pushing not just content but the RIGHT content with all the proper disclosures, etc that they forget to take a step back and just LISTEN. As I said earlier, your audience is in control now – so you better make sure you are listening. Some easy AND FREE listening tools include: Google Alerts SocialMention.com Technorati.com Kurrently.com
  • And then, once you’ve had a chance to listen… DEFINE an objective. What exactly are you trying to accomplish here? Is it create awareness, increase sales, do some market research? DECIDE who owns it. (HR, marketing, PR, product managers)? Once you define your objective and decide who owns it, THEN DEVELOP your program on the platform that makes the most sense for your objective. Simply being on twitter because your competitors are on twitter isn’t a viable strategy. DEPLOY And you’re off. Assess the metrics frequently and make adjustments as needed. Remember your social media plan has to be flexible enough to adapt to the changes within the industry.
  • And within the social media world, its important (and sometimes forgotten) to always be - authentic, honest, open: People don’t want to talk to a corporate robot, nor do they want to know you are being inauthentic. Hence one of the reasons why Facebook decided to ban pharma pages from deleting comments as I noted earlier. - Be engaging, interesting – provide content that is both! - Relevant, frequent, timely – people don’t want to hear about the latest deals at Norstroms if they sign up for information about a particular drug. So make sure your content is on-subject. And that you update it frequently and the information is up-to-date.
  • So, the choice is yours, really. You can hide behind the the curtain of regulations of lack of clarity on guidelines OR You can be INSOCIAL
  • Here’s an example of partners and clients who we’ve helped…. How can we help you?

Rx: Social Media For Healthy Marketing. Not All Side Effects Are Bad Rx: Social Media For Healthy Marketing. Not All Side Effects Are Bad Presentation Transcript

  • Answers. Advocacy. Community. Social Media for Healthy Marketing June 8, 2011
  • First, a little introduction
    • Thom Brodeur, Executive Vice President and CMO
    • EmpowHER is a health media company for Women
    • Only network and sites exclusively dedicated to women’s health and wellness
    • Started in 2007 by renowned women’s health advocate Michelle King Robson
    • Fastest growing in the category:
    Confidential and proprietary. Do not distribute. © 2011 EmpowHER Top 5 Top 25 Top 7% Women’s Health & Wellness Site Source: Experian Hitwise Of All Women’s Lifestyle Sites Source: Experian Hitwise (all categories) Of All Health Sites Source: Experian Hitwise
  • You already know what social media is … Confidential and proprietary. Do not distribute. © 2011 EmpowHER
  • But, did you know… Confidential and proprietary. Do not distribute. © 2011 EmpowHER It’s no longer about you. It is ENTIRELY and UTTERLY… all about them. Everyone has a voice.
  • Newsflash Confidential and proprietary. Do not distribute. © 2011 EmpowHER Even if you’re not – your customers are “insocial” – and guess what – they’re talking about YOU
  • Scared yet? Confidential and proprietary. Do not distribute. © 2011 EmpowHER
  • Then you could be suffering from
    • ASMS
    • OWSMD
    Confidential and proprietary. Do not distribute. © 2011 EmpowHER
  • The signs and symptoms Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    • The word social media elevates your pulse, causes rapid breathing and you start to sweat
    • You have trouble identifying is it “tweet”, “tweeted” or “twit”
    • You still think social media is free advertising
    • You are in denial about the conversations going on “insocial”
    • You think Facebook is something for your teenage kids
    • Social media “metrics” and budget makes you nauseous
    • Social media and ROI in the same sentence cause hives
  • Confidential and proprietary. Do not distribute. © 2011 EmpowHER But before we attempt to remedy these highly curable, but dangerous if left untreated conditions – let’s take a look at the social media landscape for a minute…
  • It’s a new world out there … Confidential and proprietary. Do not distribute. © 2011 EmpowHER Old Way Social Media Way Captive audience Audience in control One-way “push” communication Two-way dialogue Brand in control of messages Anyone can take control Publishing WAS the investment Participation IS the investment ‘ Speed of print’ - FAST ‘ Speed of click’ - FASTER
  • Let’s look at some facts – shall we? Confidential and proprietary. Do not distribute. © 2011 EmpowHER
  • Percentage of U.S. adults who look for health information on the Web Confidential and proprietary. Do not distribute. © 2011 EmpowHER 80 %
  • Percentage of women who look for health information on the Web Confidential and proprietary. Do not distribute. © 2011 EmpowHER 92 %
    • Women age 35-44 spend 25 minutes per day on average on health community sites
    • Health sites reach 60% of women age 35-44
    • & 50% of women age 15-24
    Confidential and proprietary. Do not distribute. © 2011 EmpowHER
  • And here’s a few more stats according to Pew Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    • 60M US consumers connect to others regarding health issues
    • 88% of health-related searches feature user-generated content in the first three pages
    • 70% of consumers believe information from their peers online even if they are NOT experts
    • 86% of US physicians use Internet to gather health, medical, or prescription drug information
    • 1200 health-related advocacy communities on Facebook
  • Culture shock! Confidential and proprietary. Do not distribute. © 2011 EmpowHER Social Media Values Pharma Values Risk taking Risk averse Open to all Heavily regulated Transparent Closed, security-focused Collective, crowd-knowledge Authoritative, heavily-filtered Minimal to no lead times Long lead times
  • We know it all seems scary – but … Confidential and proprietary. Do not distribute. © 2011 EmpowHER Compliance and regulation should NOT be used as a shield against engagement and communication
    • Don’t focus on what you can’t do…
    • Focus on what you CAN do.
    While pharma waits for FDA guidelines… Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    • With that said, how can you benefit from being
    • INSOCIAL ?
    Confidential and proprietary. Do not distribute. © 2011 EmpowHER
  • A lot of different ways!
    • Market research, brand loyalty & customer evangelism,
    • public relations and customer service
    Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    • And remember ASMS and OWSMD…
    Confidential and proprietary. Do not distribute. © 2011 EmpowHER Good news…. There is a CURE!
    • Here’s how you can write a prescription for success in social media ….
    Confidential and proprietary. Do not distribute. © 2011 EmpowHER
  • First, remember that …
    • Social media by itself it NOT a strategy…
    Confidential and proprietary. Do not distribute. © 2011 EmpowHER
  • Social media is instead…
    • An invaluable platform of social networks, microblogs, bookmarking and video-sharing sites that works to SUPPORT your educational agenda, marketing strategy and business objectives
    Confidential and proprietary. Do not distribute. © 2011 EmpowHER
  • So where do we go from here? Confidential and proprietary. Do not distribute. © 2011 EmpowHER
  • First and foremost…
    • Hear what is being said in real time
    • Influence opinions at their conception
    • “ Technology is shifting power away from the editors, the publishers, the establishment, media elite. Now it’s the people who are in control” ~R. Murdoch
    Confidential and proprietary. Do not distribute. © 2011 EmpowHER LISTEN!!!
  • And then… Confidential and proprietary. Do not distribute. © 2011 EmpowHER
  • And remember…
    • Authentic
    • Honest
    • Open
    • Engaging
    • Interesting
    • Relevant
    • Frequent
    • Timely
    Confidential and proprietary. Do not distribute. © 2011 EmpowHER
    • You can hide behind
    • regulations or lack of clarity on guidelines.
    • OR…
    • Be INSOCIAL
    The choice is yours Confidential and proprietary. Do not distribute. © 2011 EmpowHER
  • Others we’ve helped. How can we help you? Confidential and proprietary. Do not distribute. © 2011 EmpowHER
  • Questions? Confidential and proprietary. Do not distribute. © 2011 EmpowHER Thom Brodeur, Executive Vice President and CMO EmpowHER [email_address]