Social Media for Healthcare

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In this presentation originally designed for a live webinar, Story Worldwide and STRIKEFORCE Communications take a look at the current Social Media landscape for Healthcare and Pharma clients, and help teach them how to use digital channels to tell their story and help it spread.

Learn more at http://www.storyworldwide.com or our blog at http://www.postadvertising.com.

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Social Media for Healthcare

  1. EMBRACING SOCIAL MEDIA FOR HEALTHCARE THROUGH DIGITAL STORYTELLINGPresented by Story Worldwide and STRIKEFORCE
  2. CONTENT CURATED BY: JON THOMAS Communications Director Story Worldwide SIMON KELLY Chief Operating Officer Story Worldwide KEITH BLANCHARD Executive Creative Director Story Worldwide MIKE RUTSTEIN President STRIKEFORCE Communications
  3. TODAYS PLAYLIST1 –Overview: Story and STRIKEFORCE2 – Pharma’s Challenges3 – Narrative Solutions4 – The Social Payoff5 – Case Studies
  4. PHARMA’S CHALLENGESTalk about headaches!
  5. A SEA OF SOCIAL MEDIA TECHNOLOGIESCreating a lot of chatter among Healthcare Clients…
  6. …and just as many questionson the Agency side.WHY DO YOU NEED AN APP? WHAT ARE YOU WAITING FOR?WHY ARE YOU LOOKING ATSOCIAL MEDIA AS AONE-OFF TACTIC?
  7. ManyHEALTHCARE CLIENTS are boxing themselves in
  8. DO ITFEAR/ to do itParalysis HEALTHCARE CLIENTS WAIT & SEEUSING IT , but not optimally
  9. FEAR/ SOCIAL LANDSCAPE IS DAUNTINGParalysis HEALTHCARE CLIENTS RISK AVERSE: FDA RULINGS UNSURE HOW TO JUMP IN
  10. REALITY: VERY FEW POSTS WILLHAVE A REPORTABLE EVENTMYTH: Given a forum, patients will post adverse events that need to be reported to the FDAREALITY: 1 in 500 posts actually contain all the Information required for an adverse event report
  11. AND, ONE MORE THING It’s been over a year since the FDA meeting in Washington and nothing yet…. THE QUESTION IS, WHEN (IF EVER) WILL WE GET REAL FDA GUIDANCE?
  12. “SEXY” MARKETING TOOL DO ITTHAT’S ALL THE RAGE to do it HEALTHCARE CLIENTS BOAST TO PEERS: ON CUTTING EDGE FUN TO BE IN THE GAME
  13. Is an app for METASTATIC RENAL CELLCARCINOMA reallyNECESSARY?
  14. DOES SOCIAL MEDIAHAVE VALUE IN SKEPTICISMHEALTHCARE? HEALTHCARE CLIENTS WAIT & SEE LET OTHERS “PAVE THE WAY”
  15. NO INTEGRATION WITHNOT USING IT COMMUNICATIONSTRATEGICALLY PROGRAM HEALTHCARE CLIENTS TEND TO USE AS ONE-OFFS USING IT , but not optimally
  16. DO ITFEAR/ to do itParalysis HEALTHCARE CLIENTS WAIT & SEEUSING IT , but not optimally
  17. SOCIAL MEDIA QUESTIONSWhat’s plaguing pharma?
  18. Is it necessaryfor pharma brands to partner with amarketing or social media agency?
  19. Do brands have the bandwidth to handle their own social media?
  20. How knowledgeable about sensitive healthcare regulationissues should an agencybe if they partner with a pharma brand?
  21. How do you think social mediachannels like Twitter could help with patient outreach?
  22. NARRATIVE SOLUTIONSHow content generates customers
  23. CONSUMERS HAVE SOME DEGREE OF TRUST INTHE FOLLOWING FORMS OF ADVERTISING:
  24. THERE’S A CONVERSATIONGOING ON about your brand.DO YOU WANT TO BEPART OF that conversation?
  25. 2011 is the year of CONTENT MARKETING.“2011 TRENDS: CONTENT MARKETING ISCRITICAL”“Next year, marketers will need to rethink their approach toadvertising and marketing and intensify their focus on creatingmagnetic content that will naturally attract consumers, rather thanrelying solely on the interruption model of advertising, whichconsumers are responding to less and less. Think pull vs. push.“Magnetic content can include anything created on behalf of abrand—be it an ad, YouTube video, online game, Facebook page,Twitter promo or mobile app—that consumers genuinely want toengage with and pass along to others. This content entertains,amuses, informs, serves a function or satisfies a consumer need.It’s welcome instead of annoying or interruptive.” —Geoff Ramsey CEO, eMarketer Lead story in eMarketer 1 December 2010
  26. @ASTRAZENECAUSHOSTED FIRST #PHARMA TWITTER CHAT“AstraZeneca attempted to demonstrate leadership in an industry notorious for being skittish on social media.”
  27. IT’S ABOUT LEARNING TO BE A PUBLISHER Create & Publish BRAND = STORY Syndicate Search & Share
  28. GETTING APPROVAL IS STILL A NIGHTMARE In the current regulatory environment, you’ll have to make some tough decisions. Stories can be branded, authentic, or approved pick any two. during your lifetime — - DAVID ORMESHER PHARMEXEC.COM
  29. WHY STORIES ARE IMPORTANTTHEY CAN OPEN CONSUMERS’ WALLETS…the commercialization of emotions. It will no longer beenough to produce a useful product: A story or legend mustbe built into it, a story that embodies values beyond utility.This imperative is already occurring with more and moreproducts. -  ROLF JENSEN COPENHAGEN INSTITUTE FOR FUTURE STUDIES 1990
  30. WHY STORIES ARE IMPORTANTTHEY FUEL EFFICIENT CROSS-CHANNEL INTEGRATION. Someone sees/hears/ They try out a And tell their friends (and They check out what other experiences a brand experience maybe a few strangers) people have to say… message... on a website… about it… ATL EDITORIAL SEARCH SOCIAL WEBSITE MOBILE WORD OF UGC MOUTH Use different media to tell different parts of one rich story. Create a deeper experience. Provide a foundation for ongoing engagement.
  31. BECAUSE GREAT .STORIES will SPREAD
  32. Every brand has a story to tell,THOSE WHO TELL IT BEST WIN.
  33. THE FREE-TIME PARADOXNobody has 30 seconds for interruption,but everybody has 30 minutes to spread the stuff they like. SHIELDING YOURSELF Audiences feel battered by ‘messaging’ and conversion efforts…they put up their blinders and defend themselves as best they can.
  34. THE FREE-TIME PARADOXNobody has 30 seconds for interruption,but everybody has 30 minutes to spread the stuff they like. SHIELDING YOURSELF REACHING OUT TO OTHERS Audiences feel battered by ‘messaging’ and But when there’s something they want/like/ conversion efforts…they put up their need, they magically find lots of time to take blinders and defend themselves as best they action, and tell friends/colleagues. can.
  35. Paid Owned Earned Media Media Media Paid media is a SPEND Owned media is an INVESTMENT Earned media is an ASSETTHE PROBLEM OR…If you spend all your money on paid media, You can build brand assets and recruityou will have to spend it again next year brand investors, and keep this year’s money working next year and beyond.
  36. THE SOCIAL PAYOFFLetting Audiences Create Customers
  37. SOCIAL MEDIA IS WHERE YOURPATIENTS ARE TODAY…RIGHT NOW.•  Patients are participating in online communications to share and discuss daily life struggles or to cope with rare diseases•  61% of Americans go online to research health information (83% of online users)•  Social Media drives word of mouth and trust, while in contrast, 48% of Americans trust pharma less than they did 5 years ago Source: The Social Life of Health Pew Internet & American Life Project
  38. …AND THEY’RE USING SOCIAL, NOT PHARMA SITES, TO RESEARCH MEDS How  much  does  each  source  influence   yourdecision  to  take  a  prescrip5on  drug?     What  are  you  using  social  media  for?    39  
  39. A DEFINED Agency-Client RESPONSE TEAMenablesREALTIME, ON-BRAND PUBLISHING… AGENCY TEAM PHARMA TEAM Listening and Publishing Expertise and Approvals Managing Editor Social Media Lead PR Team Leader Active Responders Brand Manager Writers and Editors Corporate Lawyer Other individual Tech and Production client-side experts
  40. ADHERING TO PROTOCOLS ENABLES TWO-WAYCOMMUNICATION BETWEEN BRAND AND CONSUMERin something like real time. 1 2 3 4 5 Comment posted Comment captured Reply suggested to Approved client Response posted. online. and classified by appropriate client reply returned to response team. side approver(s). response team. “I don’t know if I “I don’t know if I should be should be worried worried about about this side- this side-effect or effect or not… not…help!” help!” Hey, it’s Bob fromPharmaCo. Sorry our ad wasn’t clear! Click herefor the complete list of side-effects and please let us know if you have any questions!
  41. SUCCESS STORIESPutting theory into practice
  42. OUR VIDEO FOR CONCERTA IS EUROPE’S MOSTVIRAL PHARMA VIDEO EVER. With 146,000 views and counting, this film won the Best Digital Patient Communications Award at Europe’s 2010 Pharma Marketing Society Awards .
  43. WE TURNED A BORING, EMBARRASSING HEALTHCARE PRODUCT INTO A FUN IDENTITY BADGE. For Johnson & Johnson, Story gave style to a low-interest, high-embarrassment product (glucose meters)…and raised traffic 52% and registrations 197%.
  44. WE MADE HEART DISEASE RISK REALBY HEARING FROM AFFECTED FAMILIES. For Bayer, Story masterminded a global effort to help people take heart disease seriously by collecting stirring, shareable stories from affected families.
  45. ACTION ITEMS1.  Listen to your audience2.  Find your story3.  Integrate your story across multiple channels4.  Organize your agencies to be one cohesive team5.  Define response team roles/responsibilities6.  New tools, old rules
  46. OVERVIEWStory and Strikeforce
  47. STORY: A NARRATIVEAPPROACH TO MARKETING 1.  We help brands tell their stories 2.  We create content people actually want 3.  We tell stories that endure and spread
  48. STRIKEFORCE: THE POWER OF PRECISION•  The first dedicated open source healthcare agency designed to give clients access to top-level talent and truly customized solutions•  Philosophy based on Precision-Pairing aligning talent with the individual needs of each account or assignment•  Unique model provides a streamlined work flow and a more powerful end product communications LLC
  49. END OF STORY TWITTER: @StoryWorldwide FACEBOOK: fb.me/StoryWorldwide BLOG: PostAdvertising.comSMILE IF YOU LIKED ITSimon Kelly, COO, Story Worldwidesimon.kelly@storyworldwide.comKeith Blanchard, ECD, Story Worldwidekeith.blanchard@storyworldwide.comJon Thomas, Comm Dir, Story Worldwidejon.thomas@storyworldwide.comMike Rutstein, President, STRIKEFORCEmrutstein@strikeforcenyc.com
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