Social Media Lunch June 2011
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Social Media Lunch June 2011

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Social Media Part I for Healthcare Marketers

Social Media Part I for Healthcare Marketers

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  • Here is an example of a website that has installed the ShareThis widget. The compliant content was cleared in the quality system and programmed into the Open Graph Protocol tags for use by the widget. Note that the compliant content (3a-d) is fixed and not changeable by the user. This means that if the user “writes something…” their comments are clearly identified as their own. Share This widget contacts Facebook and Facebook asks for permission to open user’s account. Facebook generates a “social object” that allows user to comment upon this found item. Share This pulls Open Graph Protocol tags programmed and fixed by the site owner: Image: Product Logo Headline: Cleared copy Web link: Website home page Copy block: First sentence is derived from indication statement on product labeling FDA approved via de novo 510(k) process. Second sentence are basic calls to action to speak with healthcare provider or get more information. Facebook provides the Share Link to post on user’s wall feed.
  • Disclaimer on landing at Info tab: Name:THE COALITION TO PREVENT DEEP-VEIN THROMBOSIS (DVT)Category:Organizations - Advocacy OrganizationsDescription:This page is not intended as a forum for discussing sanofi-aventis’ or other companies’ products. As such, Postings that contain product discussions will be removed by sanofi-aventis. Please visit www.sanofi-aventis.us/live/us/en/layout.jsp?scat=8D52920D-5655-4CCB-A499-EE05C6172519 for information on sanofi-aventis products. For product-related or other questions, please visit contactus.sanofi-aventis.us/default.aspx to contact the appropriate sanofi-aventis department. Deep-vein thrombosis (DVT) is a common but serious medical condition that occurs when a blood clot forms in one of the large veins, usually in the lower limbs. A complication of DVT, pulmonary embolism (PE), can occur when a blood clot breaks loose and moves into the lungs, where it blocks circulation to these vital organs, creating a life-threatening condition. Up to two million Americans suffer from DVT each year, approximately 300,000 deaths annually result from PE, the majority of which result from DVT – more than breast cancer and AIDS combined. DVT-related PE is the most common cause of preventable hospital death. The Coalition to Prevent DVT is a group of more than 60 organizations who have joined the Coalition in a unified effort to raise awareness of DVT among consumers, healthcare professionals, policy-makers and public health leaders. A key to reducing your risk for DVT is talking to your doctor. To join us for regular updates please go to http://www.preventdvt.org. This site is not intended to provide information on products. This site will be reviewed. Individuals who submitted volatile statements may be notified and their posts may be removed. (read less) This page is not intended as a forum for discussing sanofi-aventis’ or other companies’ products. As such, Postings that contain product discussions will be removed by sanofi-aventis. Please visit www.sanofi-aventis.us/live/us/en/layout.jsp?scat=8D52920D-5655-4CCB-A499-EE05C6172519 for information on sanofi-aventis products. For product-related or other questions, please visit contactus.sanofi-aventis.us/default.aspx to contact the appropriate sanofi-aventis department. Deep-vein thrombosis... (read more) Privacy Type:Open: All content is public.
  • Disclaimer: The content available from the Johnson & Johnson health channel is for informational purposes only. The content is not intended to be a substitute for professional medical advice, diagnosis, or treatment. Always seek the advice of your physician or other qualified health provider with any questions you may have regarding a medical condition. Reliance on any information provided herein is solely at your own risk. Some producers have received nominal compensation for use of their videos on this channel. Their views and opinions are their own, and not those of the Johnson & Johnson Family of Companies. Dr. Nancy Snyderman was formerly employed by Johnson & Johnson Services, Inc. Comments are subject to approval. Comments which are off-topic, offensive, or promotional, will not be posted. Neither Johnson & Johnson nor any of its operating companies (Johnson & Johnson) are responsible for third-party materials appearing on the Johnson & Johnson health channel, including but not limited to linked third-party videos, linked third-party sites, and third-party advertisements. J&J does not control or endorse this third-party content and makes no representations regarding its accuracy. ©Johnson & Johnson Services, Inc. 2008-2011

Social Media Lunch June 2011 Social Media Lunch June 2011 Presentation Transcript

  • Social Media for Healthcare: “Be the Voice for Your Brand” June 2011 www.medadagency.com
  • Traditional vs. Digital Marketing
  • Why is marketing hard?
    • Perceptions:
    • Too expensive
    • Not targeted enough
    • Difficult to measure
    • Budget expense
    • Not revenue generating
    … you’ve been looking for a needle in a haystack
  • What if it was measurably easier?
    • Patients stumble upon you while researching symptoms and conditions?
    • Healthcare professionals make on-line referrals during appointments?
    • Hospital customers obtain valuable content for their social media channels?
    • Potential physician customers request training?
    … instead, you find a haystack of needles!
  • Things have already changed
  • Got cancer…now what? Source: http://content.nejm.org/cgi/content/extract/362/9/846
  • What does this mean for you?
  • Reality Bytes
    • What’s the second word in the title of this presentation?
    • There is nothing different about “what” to do or say, it’s the “how” and “where” that’s changed.
    • It’s important for you to be the voice of your brand
  • It’s Just A Media Channel Next determine message tones and brand characteristics you want to highlight Lastly, pull together assets that work for each channel and write authorization docs Start by understanding audience needs
  • Leverage your assets Websites corporate and product patient and HCP facing ShareThis + Social objects Facebook Twitter YouTube LinkedIn Slideshare Flckr
  • THE Simplest Place to Start
  • Creating Social Objects 1 2 3a 3b 3d 4 3c
    • What is it? Shared social objects (lots of stuff)
    • How to use it? Carefully construct reason to join/like (think about embarrassment factor)
    • Where’s the ROI? Friends of members and “likers”
  • Twitter
    • What is it? Posts of 140 character (text message length)
    • How to use it? Use for news syndication
      • Post relevant clinical articles
      • Post all company news
      • Repost highlighted news coverage
    • Where’s the ROI? Re-tweets (RT) from followers + lists following you
    • What is it? Videos of <10 minutes
    • How to use it? Post all released video content to be “found” and embed in website
    • Where’s the ROI? Long tail: views of videos over time
    • What is it? Professional social network
    • How to use it? Join and create groups
    • Where’s the ROI? All participation displayed on update feed; weekly email of activity in your network triggers visits
  • Others to consider ROI: Easy to fulfill requests for slides/images
  • Hospitals Must Market With Doctors http://hschange.org/CONTENT/1028/
  • Hospital social media channels
  • Hospital Social Network List Wiki
    • What if your sales team provided social objects to your hospital customers for the channels they already use?
    • Develop “social objects” from your existing marketing tool kit content
  • Regulatory & Legal
    • Mindset: Yes We Can!
    • Write a general (or channel specific) quality system work instruction to authorize posts and engagement
    • Refer to your existing adverse event and complaint reporting workflow processes
    • D2’s flexibility phrases:
      • All approved released documents (labeling) may be used in whole or part as content for posting and engagement
      • Including but not limited to…
  • You can change successfully
  • Thank you! Debbie Donovan Digital Media Strategist Molly Crawley Principal www.medadagency.com June 2011
    • Contact
      • Molly Crawley
      • Med Ad Agency
      • 2843 Hopyard Rd. #180
      • Pleasanton, CA 94588
      • (925) 462-2900
      • [email_address]
      • www.medadagency.com