Johnson & Johnson: Contributing in a meaningful way - BDI Social Comm & Healthcare

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Case Study: Contributing in a Meaningful Way
Presented by: Marc Monseau, Director, Corporate Communications & Social Media, Johnson & Johnson
An examination of how we, as manufacturers in the healthcare industry, can establish a credible voice and presence online and contribute to the conversation in a meaningful and relevant way to support and help people online.


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Johnson & Johnson: Contributing in a meaningful way - BDI Social Comm & Healthcare

  1. 1. m1 Contributing to the Conversation Marc Monseau Johnson & Johnson May 11, 2010
  2. 2. Slide 1 m1 mmonseau, 3/10/2010
  3. 3. • Start small, start simple, prove the concept Our Approach 2006 www.kilmerhouse.com • Introduce more complexity, build confidence www.jnjbtw.com 2007 • Supporting complex, strategic programs 2007 / 2008 / 2009
  4. 4. Setting the Stage Create a business case Gain senior leadership support Ratify policies Define processes Connect with other initiatives Establish a personality Interact – don’t broadcast!
  5. 5. Establishing Our Role Customer service Expert source News gatherer/distributor Suggestion box Special offers
  6. 6. Content Within predefined Outside predefined scope scope Management Legal Regulatory Management Publication
  7. 7. Setting Controls
  8. 8. Connecting Professionals 7
  9. 9. Connecting People
  10. 10. Providing Information
  11. 11. Suggestion Box
  12. 12. Listening and Responding
  13. 13. Multiple Platforms Connecting: Different Communities/Different Outreach
  14. 14. Is it Enough?
  15. 15. 61% of Americans go online for health information * *Social Life of Health Information, Susannah Fox, Pew Internet and American Life Project, Jun. 9, 2009.
  16. 16. Majority of “e-patients” access user generated health information 41% of e-patients have read someone else's commentary or experience about health or medical issues on an online news group, website, or blog. 24% of e-patients have consulted rankings or reviews online of doctors or other providers. *Susanna Fox, The Social Life of Health Information, Pew Internet and American Life Project, June, 2009
  17. 17. 50% US physicians going online for professional purposes are visiting Wikipedia for health and medical information* *Manhattan Research, Taking the Pulse, 2009
  18. 18. Ranking of Trusted Sources of Information 0 10 20 30 40 50 60 70 80 90 10 0 Recommendations from Other C ustomers Brand Websites Permission E-mail C onsumer Posts Magazine Ads TV Ads Radio Ads Brand Sponsorships Search Engine Side by Side Telemarketing * Source: Forrester/Inteliseek Research
  19. 19. Are We Relevant?
  20. 20. We are Companies of Relationships
  21. 21. Can We Tap Into Those Relationships?
  22. 22. from telling…
  23. 23. …to relationships
  24. 24. m3 Contributing to the Conversation Marc Monseau Johnson & Johnson May 11, 2010
  25. 25. Slide 23 m3 mmonseau, 3/10/2010

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