HARNESSING THE POWER OF SOCIAL MEDIA    Lisa Tate, CEO, WomenHeart: The National Coalition for Women with Heart Disease ...
<ul><li>A women’s advocacy campaign that encourages increased self-awareness of heart disease and advocates for active ris...
<ul><li>The nation’s only patient-centered advocacy organization serving the 41 million American women living with, or at ...
<ul><li>27,000 members and electronic newsletter subscribers </li></ul><ul><li>450+  WomenHeart Champions , heart disease ...
<ul><li>Empower women to be their own best advocate for heart health  </li></ul><ul><li>Collaborate with a high-quality sp...
<ul><li>Aligned missions and goals </li></ul><ul><li>Tools in place to promote program and Facebook page/increase fan acqu...
Our First Foray  into Social Media
2 http://www.facebook.com/strongatheart   Program Goals Program Goals Messengers •  Compel women to identify their risk , ...
<ul><li>The target is online </li></ul><ul><li>We need to continue the conversation </li></ul><ul><ul><li>Social media suc...
<ul><li>Created online community of women with an interest in CV health </li></ul>Facebook Page 8 http://www.facebook.com/...
Marketing Mix 9 http://www.facebook.com/strongatheart   Bayer Newsletter WomenHeart Newsletter eNewsletters HeartSAFE Dram...
SHOULD YOU TAKE ASPIRIN DAILY? Fan Highlights: Spikes & Success 10 http://www.facebook.com/strongatheart
Social Media Traditional Media “ Don’t forget on Facebook,  WomenHeart Strong @Heart !” “… doctors said the  aspirin  prob...
Viral Marketing Patient Resources “ I have passed this along to my Central Maryland Support Group. “ –  WomenHeart Support...
Proven Partnerships Yield Strong Potential for Future Success 12 http://www.facebook.com/strongatheart
Upcoming SlideShare
Loading in …5
×

Strong@Heart - Harnessing the Power of Social Media

927 views
827 views

Published on

Published in: Health & Medicine, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
927
On SlideShare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Strong@Heart - Harnessing the Power of Social Media

  1. 1. HARNESSING THE POWER OF SOCIAL MEDIA Lisa Tate, CEO, WomenHeart: The National Coalition for Women with Heart Disease Robert Schumm, Marketing Director, Bayer Consumer Care ePatient Conference October 26, 2009
  2. 2. <ul><li>A women’s advocacy campaign that encourages increased self-awareness of heart disease and advocates for active risk-reduction strategies optimizing aspirin utilization </li></ul>is… 2 http://www.facebook.com/strongatheart
  3. 3. <ul><li>The nation’s only patient-centered advocacy organization serving the 41 million American women living with, or at risk of, heart disease </li></ul><ul><li>Goals: </li></ul><ul><ul><li>Educate </li></ul></ul><ul><ul><li>Advocate </li></ul></ul><ul><ul><li>Support </li></ul></ul><ul><li>WomenHeart: real women </li></ul><ul><li>living with heart disease – the boots on the ground </li></ul>3 WomenHeart is… http://www.facebook.com/strongatheart
  4. 4. <ul><li>27,000 members and electronic newsletter subscribers </li></ul><ul><li>450+ WomenHeart Champions , heart disease survivors trained as community educators/spokespersons at the WomenHeart Science & Leadership Symposium at Mayo Clinic </li></ul><ul><li>60+ local Support Networks meeting monthly (and growing) </li></ul><ul><li>Website with 100,000 unique visitors monthly – www.womenheart.org </li></ul><ul><li>Active online patient community with 2,600+ registered members </li></ul><ul><li>Founding partner of National Heart, Lung & Blood Institute’s The Heart Truth /Red Dress campaign </li></ul>4 WomenHeart Today http://www.facebook.com/strongatheart
  5. 5. <ul><li>Empower women to be their own best advocate for heart health </li></ul><ul><li>Collaborate with a high-quality sponsor in the social media arena to educate women about heart disease </li></ul><ul><li>Expand our reach and visibility among target audiences </li></ul><ul><li>Continue to develop on-line educational materials and content for women </li></ul>WomenHeart Joined This Initiative to… http://www.facebook.com/strongatheart
  6. 6. <ul><li>Aligned missions and goals </li></ul><ul><li>Tools in place to promote program and Facebook page/increase fan acquisition </li></ul><ul><li>Relevant, desirable and meaningful premium </li></ul><ul><li>Compelling messengers </li></ul><ul><ul><li>Including strong professional and patient advocates </li></ul></ul><ul><li>Strong media call-to-action </li></ul>A Meaningful Partnership http://www.facebook.com/strongatheart
  7. 7. Our First Foray into Social Media
  8. 8. 2 http://www.facebook.com/strongatheart Program Goals Program Goals Messengers • Compel women to identify their risk , advocate for their own heart health and, as appropriate, reduce their risk by using aspirin as directed by a doctor • Raise awareness of aspirin as a lifesaver and springboard for a discussion around its range and relevance of benefits for women, including heart attack, prevention and protection • Sandra Revill Tremulis: WomenHeart Champion and patient advocate • Kathy Berra, MSN, ANP: WomenHeart Scientific Advisory Council; clinician, Cardiovascular Medicine & Coronary Interventions, Redwood City, CA and Stanford Prevention Research Center
  9. 9. <ul><li>The target is online </li></ul><ul><li>We need to continue the conversation </li></ul><ul><ul><li>Social media success = ongoing consumer/patient involvement and engagement </li></ul></ul><ul><li>Heart Month </li></ul>Why Social Media for ? 7 http://www.facebook.com/strongatheart
  10. 10. <ul><li>Created online community of women with an interest in CV health </li></ul>Facebook Page 8 http://www.facebook.com/strongatheart
  11. 11. Marketing Mix 9 http://www.facebook.com/strongatheart Bayer Newsletter WomenHeart Newsletter eNewsletters HeartSAFE Dramatic Difference Media Outreach RNR Video Podcast Online Community
  12. 12. SHOULD YOU TAKE ASPIRIN DAILY? Fan Highlights: Spikes & Success 10 http://www.facebook.com/strongatheart
  13. 13. Social Media Traditional Media “ Don’t forget on Facebook, WomenHeart Strong @Heart !” “… doctors said the aspirin probably saved her life.” The Bayer Aspirin Brand has replicated [Sandra’s aspirin] holder called the Strong @Heart HeartSAFE that can easily attach to a key chain or purse and should be carried by anyone at risk of a heart attack.” What Success Looks Like: Advancing Education & Inspiring Advocacy 11 http://www.facebook.com/strongatheart
  14. 14. Viral Marketing Patient Resources “ I have passed this along to my Central Maryland Support Group. “ – WomenHeart Support Group Leader “ It's a strong and simple message--I'll definitely [share it with] my friends.” What Success Looks Like: Advancing Education & Inspiring Advocacy 11 http://www.facebook.com/strongatheart
  15. 15. Proven Partnerships Yield Strong Potential for Future Success 12 http://www.facebook.com/strongatheart

×