Patients Rising: How to Reach Empowered, Digital Health Consumers CASE STUDIES Novartis CML Earth and the CDC H1N1 Flu Campaign

Innovative Marketers: Reaching Out to E-patients e-Patients are: SEEKING information SHARING data and opinions SELECTING their treatments Innovative marketers are already reaching out to the growing e-patient population.

e-Patients are:

SEEKING information

SHARING data and opinions

SELECTING their treatments

Innovative marketers are already reaching out to the growing e-patient population.

Case Study #1: Novartis CML Earth www.CMLearth.com

Case Study #1: Novartis CML Earth Purpose & Audience CML Earth is a condition-focused social network for CML (Chronic myelogenous leukemia) patients and their care givers to provide support and information. Mission statement: “… a global interactive social network dedicated to connecting the CML community from around the world.” The site has clear corporate branding. No “hiding in the footer” . It is offered as a tool to the community and should earn good will among CML patients.

Purpose & Audience

CML Earth is a condition-focused social network for CML (Chronic myelogenous leukemia) patients and their care givers to provide support and information.

Mission statement: “… a global interactive social network dedicated to connecting the CML community from around the world.”

The site has clear corporate branding.

No “hiding in the footer” .

It is offered as a tool to the community and should earn good will among CML patients.

Case Study #1: Novartis CML Earth Features A sophisticated map GUI shows each member’s location on Earth. Users can create custom profiles, however some fields are limited by dropdown menu choices. Similar to Facebook “flair”, users can send each other encouragement through smiles , hugs , and high-fives.

Features

A sophisticated map GUI shows each member’s location on Earth.

Users can create custom profiles, however some fields are limited by dropdown menu choices.

Similar to Facebook “flair”, users can send each other encouragement through smiles , hugs , and high-fives.

Case Study #2: CDC and H1N1 Flu www.cdc.gov/H1N1FLU

Case Study #2: CDC and H1N1 Flu An Example of Best-in-class New Media Marketing & Education Center for Disease Control (CDC) manages to cover all the most important online media tactics. The H1N1 homepage has clear navigation and deep features (RSS, email, Twitter, search). Rich text-based content and plentiful inbound links provide excellent SEO. Keyword tags not even populated #1 Google result for “swine flu”, #2 for “H1N1 flu”

An Example of Best-in-class New Media Marketing & Education

Center for Disease Control (CDC) manages to cover all the most important online media tactics.

The H1N1 homepage has clear navigation and deep features (RSS, email, Twitter, search).

Rich text-based content and plentiful inbound links provide excellent SEO.

Keyword tags not even populated

#1 Google result for “swine flu”, #2 for “H1N1 flu”

Case Study #2: CDC and H1N1 Flu CDC on YouTube According to ComScore YouTube is second only to Google in search traffic. The CDC YouTube channel has over 50 different videos. An H1N1 video was viewed almost a million times in just two weeks.

CDC on YouTube

According to ComScore YouTube is second only to Google in search traffic.

The CDC YouTube channel has over 50 different videos.

An H1N1 video was viewed almost a million times in just two weeks.

Case Study #2: CDC and H1N1 Flu CDC on Twitter CDC maintains four different Twitter accounts. Two different flu accounts is a bit confusing. The main account: CDCemergency has over 800,000 followers.

CDC on Twitter

CDC maintains four different Twitter accounts.

Two different flu accounts is a bit confusing.

The main account: CDCemergency has over 800,000 followers.

Case Study #2: CDC and H1N1 Flu CDC on Facebook and MySpace The CDC fan page on Facebook has over 20,000 “fans”. The CDC MySpace page has almost 900 “friends”.

CDC on Facebook and MySpace

The CDC fan page on Facebook has over 20,000 “fans”.

The CDC MySpace page has almost 900 “friends”.

Case Study #2: CDC and H1N1 Flu CDC Mobile, Flickr, and Podcasts Mobile-optimized content is available. Flu-related images are shared on Flickr. Over one dozen audio and video podcasts are available (in English and Spanish).

CDC Mobile, Flickr, and Podcasts

Mobile-optimized content is available.

Flu-related images are shared on Flickr.

Over one dozen audio and video podcasts are available (in English and Spanish).

Case Study #2: CDC and H1N1 Flu CDC Widgets One of the most innovative e-health marketing tactics Widgets are used to syndicate content across other websites. Code can be cut and pasted into websites and blogs to provide content from CDC.

CDC Widgets

One of the most innovative e-health marketing tactics

Widgets are used to syndicate content across other websites.

Code can be cut and pasted into websites and blogs to provide content from CDC.

About Krū Research What is Krū Research? Krū Research is a global think tank focused on “empowered patients” — those who are increasingly marshalling digital technologies and communicating with peers to actively manage their health. Our aim is to lead the ecosystem of life science professionals, Health 2.0 companies, and e-Patients themselves as we collectively nurture the inevitable change to a patient-centered health system. Visit www.KruResearch.com to: Download the FREE whitepaper: Patients Rising: How to Reach Empowered, Digital Health Consumers Subscribe to The Krū Report: e-Patient Connections , a monthly e-newsletter covering the latest research, news, and insights related to Health 2.0 and ePharma topics.

What is Krū Research?

Krū Research is a global think tank focused on “empowered patients” — those who are increasingly marshalling digital technologies and communicating with peers to actively manage their health. Our aim is to lead the ecosystem of life science professionals, Health 2.0 companies, and e-Patients themselves as we collectively nurture the inevitable change to a patient-centered health system.

Visit www.KruResearch.com to:

Download the FREE whitepaper: Patients Rising: How to Reach Empowered, Digital Health Consumers

Subscribe to The Krū Report: e-Patient Connections , a monthly e-newsletter covering the latest research, news, and insights related to Health 2.0 and ePharma topics.