Rules of engagement in Health - What can we learn from conversations taking…


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Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?

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Rules of engagement in Health - What can we learn from conversations taking…

  1. 1. We went on a safari
  2. 2. Brands try to win the What can Engaging hearts of we learnconsumers from those is key consumers experiences through social across brands? media
  3. 3. Goal:Identifying what is driving consumers to engage in brandedconversations across social media. A specific focus lied onpharmaceutical companies and epilepsy was used as an area:brands as well as generic molecules and patient groups.About this study:We collected branded conversations on the 3 big social media:Facebook, Twitter, YouTube • Over 2 million online conversations • More than 300 brands included in our study • We applied social media netnography to identify the rules of consumer engagement • Results were presented in March
  4. 4. What we learnt
  5. 5. Engagement ≠ number fans contentmanagement is key for activity• A large fan page does not lead to engagement if the brand does not manage the content (0,11 correlation).• In case of good conversation and content management, this correlation increases to 0,92 showing that you can tap into your social potential with a good conversation strategy.
  6. 6. Many more positive conversations thannegative conversations• 14% positive conversations vs. 8% negative conversations on Twitter• 36% positive conversations vs. 25% negative conversations on YouTube• 36% positive conversations vs. 19% negative conversations on Facebook• Don’t forget to leverage these positive stories!
  7. 7. The main drivers behind negativeconversations are badconsumer service,product failure and badadvertisement3 offline touchpointsyou can work oneveryday!BUT… These were also the three most positively discussed themes!
  8. 8. 1 Thin line for the health industry Patient centricity is key Consumers are very sensitive to “From my point of view the ads are the promotion of health products or terrible. The ad should all be about the CUSTOMER, not only about the companies. Positive feedback on product and it specifications. The ad products in this sector is only found should say how the product can help people improve their daily life, but I for over the counter health-related didn’t see a personal phrase at all in products. Even advertising for the the ads…” pharmaceutical company behind the brand is received with a lot of criticism.
  9. 9. 2 Being positive about something negative Support organization, solidarity and fundraising is the spotlight With health care, it is best to focus on health care organizations that support the further knowledge building on a certain disease or initiatives that support the patient and his environment in coping with their disease. They are among the most positive conversations in this sector.
  10. 10. What if it goes wrong?Most companies apologize to theircustomersConsumers areredirected tothecustomerservicedepartment The reaction of consumers? None! Don’t expect a thank you!
  11. 11. 3 Monitoring adverse events Between x-x branded conversations contain an adverse event Pharmaceutical companies are very careful “Hello James, sorry for the with their social media platforms as they inconvenience. We are constantly have to be vigilant of and checking it right now. You can always e-mail us at monitor adverse effects mentioned by”. patients. Customers with complaints are immediately forwarded to external websites/customer care. Between 1 & 5 adverse events are encountered in branded conversations.
  12. 12. 4 When things really get out of hand Learn from PlayStation how even a disaster can turn into many likes and positive comments Last year PlayStation was the victim of a cyber attack. During our study, they launched an open letter from the senior Director corporate communications and social media apologizing for the event. This more formal apology lead to over 10,000 likes on Facebook and in this case people did express their gratitude. Clearly, in the case of mistakes that affect a larger group of customers, apologizing can be a good mean to restore the trust in your brand.
  13. 13. The basic marketing tricks still workAlthough social media is a relatively new area, we should not be afraid of applying existingmarketing principles that also work in the offline world.• Your fans like to share news about your company and like to be kept informed about the developments relating to their favourite brand. The newer and the hotter the news, the more conversation power.• Evoking curiosity: show consumers a little bit of what they can expect later or spread a rumour to evoke attention.• Giving away free things is used as a powerful mechanism to increase the number of fans or likes.• One of the main pillars of traditional advertising is that funny commercials work. And this is also the case on social media. ‘Joke of the day’ is one of the most popular topics on Facebook pages. Jokes or funny one-liners are easily re-tweeted on Twitter. Also on YouTube we found that movies commented as being funny were often given a higher YouTube rating. Find out some more marketing tricks on the next slides
  14. 14. 1 Free always works This is not only valid for free products or service, but also for free content or experiences! Caregivers and patients are looking for good advice to cope with their condition. Free advice is more than welcome!
  15. 15. 2 Gamification Get inspired by Boehringer Ingelheim “We always knew Boehringer Ingelheim fans were a creative crowd! Thanks for all your wonderful photo submissions. For those of you who have still not entered, remember, the theme is More Health and the prize is the latest Apple iPad 2. Good luck!” “Only two weeks remain to enter our More Health Photo competition. Thank you all for your fantastic entries so far. We will pick aThe pharmaceutical company Boehringer Ingelheim shortlist from the best submissions, but theBoehringer Ingelheim was in organized a photo competition winner of the Apple iPad 2 will be thethe course of developing a via its Facebook page where shortlisted photo with the most “Likes” andFacebook game where people fans could win an iPad 2. By that will be left to YOU, our Facebook fans tocould run their own virtual organizing the competition, decide! Best of luck and remember to getpharmaceutical company. The their fans started became your friends involved as well!”name of the game was create and more involved withdetermined through a game the company.on their Fanpage.
  16. 16. The power is in the mix of media• Social media are a natural place to talk about anything related to the digital environment. So, digital initiatives from brands will be picked up easily online.• When you spread something online, make sure that you also follow the rules of social media: tweets that contain a hash tag are more likely to be spread.• Don’t think too much in silos. Go for integration of social media types, not separation. Don’t forget about the offline too.
  17. 17. 1 Integration, not separation Go for integration between online and offline touchpoints Providing information on different offline and online platforms to patients and their familiesSome diabetes organizations already sendtheir members magazines, which is well is key in the health sector. Integration, notreceived by those members: separation, of offline and online media is needed.“Hello, where can I buy a magazine aboutdiabetes in England?” We observed a lot of cross referencing“I really liked the article in the magazine, it is between different types of media. In thea great inspiration to all diabetics. Thanksfor sharing your story with us!” (A reader on case of YouTube movies, the comments onthe Facebook page of the American the best movies (rating) often containDiabetes Association) references to television, radio and the company website. Also people mentioned more frequently that they had engaged in offline word-of-mouth suggesting that if you integrate offline & online social media, you are more effective.
  18. 18. 2 Social media, the new website? Not a good strategy if you want to reach engagement“Question to you, Visa, do you have a creditcard that works both in Europe and the Some consumers use social media as aUSA?” replacement of the company websites.“I just moved to a new address. Should I use Tactical questions do not lead tomy new address or the old address where I engagement.lived for five years?” Keep your website as the main source for“I have a question for you, Emirates Airlines. practical information about your product &Do you have plans for Boeings 747-800 service.Intercontinental? Please reply.”
  19. 19. 3 Hitting the sweet spot No difference between online and offline movies For the branded YouTube movies, we looked at the correlation between the topics that were raised in the comments and the“Finally I got to see some innovative and ranking of the movies (1-5 scale). Thecute advertisements on the results revealed that movies with a highertelevision....its different and yet conveysits utility in a very fun, creative manner! rating were typically judged askeep up the good work!” (Comment on a ‘original’, ‘nice’, ‘warm’ and ‘notYouTube movie from LG Green Health) boring’. People also made the link more often with their personal situation: they mentioned recognizing certain aspects in the movie or even referred to their personal memories and childhood. The found elements are also the crucial characteristics in offline advertising.
  20. 20. Consumers want to collaborate withbrands• Ask consumers for feedback on your products & communication• Co-create new products or campaigns with your fans• Invite them to think along with your brand• will lead to a lot of activation on your digital platforms!
  21. 21. 1 When patients take over They love it! What about you? Sometimes collaboration is the only option. 45% of Facebook brand pages are owned by consumers across sectorsOn the Facebook page of JDRF, consumersare very present (by reacting, interacting,..).
  22. 22. 2 Treat them as colleagues Consumers love to know the people behind the brand Behind the scenes give consumersPfizer, a pharmaceutical company, provides ‘behind the and fans a nice peak into the dailyscenes’ blog posts by interviewing medical professionals business of a company and theirfrom within the industry to provide ‘behind the scenes’ and employees.educate people as they talk about trial data diagnostic toolsand processes. The anonymous big pharmaceuticalcompany is traded in for a real person, which gives theindustry a more ‘human’ face.“Think Science Now Member Jon Milton talks about the lifeof a clinical trial data cruncher. While it’s certainly a behindthe scenes job, he explains, “we are nothing without data.”
  23. 23. 3 Be one of them Don’t forget about the small things in life “Join us in wishing Bret Michaels a very Brands need to be a friend for Happy Birthday today!” consumers. They need to act as a Most liked Facebook post in our study person, paying attention also to the across sectors is on the birthday of a small things in daily life. It is a crucial patient recovering from surgery element to stress that you consider (American Diabetes Association). your consumer as an equal.
  24. 24. It is not about your brand• It is crucial to understand the (digital) lifestyle of your fans. A customized approach is so much more powerful!• Don’t forget about the social graph
  25. 25. 1 It is about your customer Think broad! Most popular branded YouTube videos are by airplane You should think broader than just your enthusiasts filming planes brand and product. Especially on taking off and landing at Facebook fan pages or YouTube airports, others filming people like to talk about what they are themselves and their on-board experiences. Such videos can interested in in general. On many receive thousand and thousands pages, music and sports are very of views. popular themes. Especially for brands in a low involvement product strategy, this seems to be the way to go. Understanding the digital lifestyle of your target is key!The comment above (from the Facebook page ‘The DiabetesResource’) can be seen as an example of a general interest incooking (and sharing this with others) in a diabetics place
  26. 26. Not just me…2 Make my family or friends happy Patients do not just talk about their own “Your research is fantastic! It means SO much to me and my family. We have a lot of life and hardships, but also about the auto-immune diseases in our family. Way impact of their disease on their too many!” (Patient on the Facebook page family. Caregivers find a platform to of T1 Diabetes Cure Global Headquarters) connect with people in the same situation.
  27. 27. The rules of engagement• Content management is key for consumer engagement• Don’t forget about your offline touchpoints. They will determine the buzz online• The basic marketing tricks still work• The power is in the mix of the media• Consumers want to collaborate with brands• Understand the (digital) lifestyle & interests of your target group
  28. 28. Thank you!@InSitesmarketing@insites-consulting.com
  29. 29. Research teamAnnelies Verhaeghe Martijn Huisman +32 9 269 1406 +31 10 742 10 34 @annaliezze
  30. 30. Want to know more aboutresearch within thehealth sector? Robert Dossin Business Director Life Sciences & Health +44 20 7870 2579