Presentation by: Todd Siesky, Public Relations Manager, Roche Diabetes Care The Healthcare Social Communications Leadership Forum is an exclusive group of senior marketing and communications executives from prominent pharmaceuticals, hospital groups, medical device and technology companies, and managed care providers. The forum was created from several programs we have produced specifically on the topic of how healthcare brands embrace social media to achieve marketing and communications objectives. The feedback from attendees, speakers, and sponsors has been so positive that we saw an opportunity to have smaller, more private forums for knowledge sharing and networking focused on how leading healthcare brands are embracing internet-based social strategies to achieve business objectives. September 23, 2010 will be the third meeting of the forum. www.bdionline.com

1. Social Media Case Study
Roche Social Media Summit
Todd A. Siesky, Public Relations Manager
Sept. 23, 2010
Facebook: Todd Siesky
Twitter: @toddsiesky
LinkedIn: Todd A Siesky
Experience what’s possible.

2. Overview
Roche Social Media Summit
On June 30, 2010, 36 social media leaders from around the country
attended Roche’s second Social Media Summit in Orlando, FL –
strategically placed between ADA and CWD. This was a 24
percent increase in attendees from last year, when the event was
held in Indianapolis. The 2009 summit established us as sincere
and without agenda. The 2010 summit focused on open
conversations and candid dialogue about what Roche is doing
with social media, BGM accuracy, relationships with ADA/AADE
and best practices in online participation.
www.accu-chek.com © 2010 Roche

3. Why?
It’s the demographics…
40
35
30
25
People with diabetes
20 (U.S. diagnosed in
millions)*
15
*CDC/ADA figures
10
5
0
1958 1968 1978 1988 1998 2008 2018 2028
www.accu-chek.com © 2010 Roche

4. Why?
More PWDs = More PWDs online
General Online Demographics* PWDs Online Demographics*
• There are 1.73 billion internet users • Globally, more than 76 million people
worldwide, with 253 million of them with diabetes will be online by 2014,
in North America. a 142 percent increase from today.
• There are 234 million Web sites and • Hundred, thousands of blogs are
200 million blogs, and 54 percent of dedicated to living with diabetes –
bloggers post content or tweet daily. nearly 300 listed at sixuntilme.com.
• 500 million people are using • 230,000 Facebook members, 18 and
Facebook and the United States is over, list diabetes as one of their
the largest market. interests.
• There are 27.3 million tweets on • Diabetes is the fifth most popular
Twitter… each day. search term among all health
conditions.
96 percent of Gen Y have joined a social network.
www.accu-chek.com © 2010 Roche
*Statistics from various online sources

5. How?
Is it in the budget?
Staff
buy-in
Executive
buy-in Summit
Monetary
buy-in
www.accu-chek.com © 2010 Roche

6. Who?
The word you’re looking for is “overwhelming”
www.accu-chek.com © 2010 Roche

7. Who?
Who’s who of people with diabetes online (not 100% inclusive)
www.accu-chek.com © 2010 Roche

8. What, When, Where?
The details are the devil
• What: Had to be meaningful for attendees (i.e., no product fairs,
no boondoggles)
• When: Most beneficial when tied to another event (make the
most of their time)
• Where: Location (know your audience and their needs)
www.accu-chek.com © 2010 Roche

9. Round 1
2009: Indianapolis
Remember your eighth grade homecoming?
• What’s your angle?
• Why are we here?
• What do you want from us?
• Am I giving up my objectivity?
• After we leave, what’s next?
“I had mixed emotions about coming to this
event – on the one hand I really wanted to
meet everyone who came; on the other, I was
more than a little wary of our hosts.”
www.accu-chek.com © 2010 Roche Sandra Miller, A Shot in the Dark

10. Round 1
2009: Indianapolis
Agenda
Day 1
• Welcome reception
• Dinner with executives
Day 2
What’s not
• Introductions included is just
• Discussions about:
–Advocacy, as important as
–Corporations & social media,
–Conflicts of interest, and
what’s included.
–Leadership in the blogosphere.
• Optional tour of manufacturing facility
• Optional casual dinner
www.accu-chek.com © 2010 Roche

11. Round 1
2009: Indianapolis
Lessons learned
• Enter with valuable information
• Don’t only talk about yourself
• Be transparent and honest
• Keep it real
• Address the costs of diabetes
• Actively advocate for the patient community
• Help the community amplify its voice
www.accu-chek.com © 2010 Roche

12. Round 2
2010: Orlando
No longer our first rodeo
www.accu-chek.com © 2010 Roche

13. Round 2
2010: Orlando
Agenda more “socially” focused
• Introductions
• Lessons learned: 2009 to present
• Accuracy activity
• Collaborative discussions with ADA, AADE
• Best-practices discussion
• Dinner
www.accu-chek.com © 2010 Roche

14. Round 2
2010: Orlando
High-risk, high-reward: ADA, AADE
www.accu-chek.com © 2010 Roche

15. Round 2
2010: Orlando
Anecdotally: “You like me! You really, really like me!”
“They are listening and developing programs to assist “Surrounded by other D-Bloggers and people who are so
lower income individuals obtain test strips at a discount. incredibly passionate about diabetes advocacy, I felt truly
They are listening and changing ACCU-CHEK advertising at home and among my own people. It was an honor, and
to reflect realistic up-down-all-around numbers and not truly a life-changing experience.”
the perfect number of 104 mg/dl. They are listening to
Michael Hoskins, The Diabetic’s Corner Booth
concerns about accuracy and want to work with other
manufacturers to ensure consistent standards with the
FDA.”
Rachel Baumgartel, Dueling Diabetes on dLife
“Their ad campaigns consist of real live Diabetics and
“Yes, this event was sponsored by Roche, but I have to say show real BG numbers. I think that this is the first time I
that I was impressed with the lack of push-your-product- have every seen a number break the 200 mark in an ad for
down-my-throat (I’ve been to lots of “mommyblogger” Diabetes. For me, this was one of the most important
events and this does sometimes happen) and their moments of the entire event because it showed me that
seeming desire to listen and learn from those of us in the Roche was serious about listening to what we had to say.
trenches who actually use the products they manufacture. Kudos to you Roche.”
Even though some of us do not use their particular
Chris Bishop, Type 1 Tidbits
products.”
Leighann Calentine, D-Mom Blog
www.accu-chek.com © 2010 Roche

16. Round 2
2010: Orlando
Metrics: “You’re gonna need a bigger boat.”
Impressions: 50,000 – Includes original postings about the event on blogs,
Twitter and with online communities and forums, and all subsequent mentions in
discussions and reposts/retweets.
Reach: 1.25 million – Includes total readership among the blogs, adjusted to
take into account single readers of multiple blogs.
www.accu-chek.com © 2010 Roche

17. Post Summits
Online community growing and receiving recognition
"I think what Roche has created with The Diabetes
"I think what Roche has created with The Diabetes
Link is another terrific and innovative example of
Link is another terrific and innovative example of
how companies can leverage new technologies to
how companies can leverage new technologies to
deliver true value.”
deliver true value.”
Fabio Graton, Chief Innovation Officer/President, Ignite Health
Fabio Graton, Chief Innovation Officer/President, Ignite Health
“Roche continues to get things right on Twitter
“Roche continues to get things right on Twitter
(and) lead by example.”
(and) lead by example.”
Andrew Spong, PhD, Social Media KOL and author of Social Media
Andrew Spong, PhD, Social Media KOL and author of Social Media
for Scientific, Technical & Medical Communities (STweM)
for Scientific, Technical & Medical Communities (STweM)
“The Nest is an awesome idea. I’m proud to
“The Nest is an awesome idea. I’m proud to
be a part of it”
be a part of it”
Gina Capone, Blogger/Founder of The Diabetes Resource
Gina Capone, Blogger/Founder of The Diabetes Resource
www.accu-chek.com © 2010 Roche

18. Post Summits
Complete paradigm shift: all marketing is social
www.accu-chek.com © 2010 Roche

19. Post Summits
Even our giving programs are improved
www.accu-chek.com © 2010 Roche

20. Post Summits
Turning advocates into ambassadors
Total System Performance
Accuracy is an important factor in the use of blood glucose systems. However,
it is just one component in the total performance of a blood glucose system.
Roche advocates the adoption of
additional industry standards in:
• Accuracy
• Interferences and use limitations
• Safeguards
• Labeling
• Quality assurance
• Support and education
www.accu-chek.com © 2010 Roche

21. Common Ground is Everywhere
Margaret Mead was right
Social
Social
Roche/
Roche/ Media
Media
ACCU-CHEK®
ACCU-CHEK® Leaders
Leaders
Diabetes
solutions
HCPs
HCPs Advocates
Advocates
Educators
Educators
www.accu-chek.com © 2010 Roche

22. Social Media Case Study
Roche Social Media Summit
Todd A. Siesky, Public Relations Manager
September 23, 2010
Facebook: Todd Siesky
Twitter: @toddsiesky
LinkedIn: Todd A Siesky
Experience what’s possible.