PRSA 2009 Annual International Conference Integrating New/Social Media into your Healthcare Organization’s Public Relations How to satisfy your regulatory and legal departments and still be credible Betsy Raymond Stevenson (@Betsy_RSHC) Steve Woodruff (@swoodruff)

How to satisfy your regulatory and legal departments and still be credible

What is Web 2.0? A Web 2.0 site allows its users to interact with other users or to change website content , in contrast to non-interactive websites where users are limited to the passive viewing of information that is provided to them. (Wikipedia)

A Web 2.0 site allows its users to interact with other users or to change website content , in contrast to non-interactive websites where users are limited to the passive viewing of information that is provided to them. (Wikipedia)

What is Social Media? In two words: Networked Communications

In two words: Networked Communications

Why is SM important? Take a deep breath…

What is the new communications flow? Web, connectivity and mobile devices becoming ubiquitous Text, audio, images, video – no boundaries from thought to publication Interactions are increasingly real-time Thought-leaders are everywhere Everything tied together with social networking tools Take a deep breath…

Web, connectivity and mobile devices becoming ubiquitous

Text, audio, images, video – no boundaries from thought to publication

Interactions are increasingly real-time

Thought-leaders are everywhere

Everything tied together with social networking tools

Explosive Social Media growth … Total users 300 million Twitter Unique Visitors … Total users 54 million Facebook Unique Visitors

Why should you care about Social Media? It’s here and it’s growing No one should know more about you than you Great opportunity to engage Guidelines are coming… … In the meantime avoid inertia, choose your level of engagement

Why the reluctance to embrace web 2.0? Then Fear? Uncertainty? Now Frozen in anticipation? May be years... But there is a way to keep moving … HEARINGS

Then

Fear?

Uncertainty?

Now

Frozen in anticipation?

May be years...

Getting started Build trust by engaging early and consistently with regulatory and legal Ideal More likely Find/develop company social media champions Create strategy Agree on the vision Continue to educate Intranet blogs Internal Twitter Suggestion Box ACTION WITH TRANSPARENCY BUILDS TRUST TRUST DRIVES IMPLEMENTATION Educate and engage internally HR IT Internal Comms Collaborate on in-house practice opportunities Commit to starting

Levels of engagement Preclinical Search your company *name *brands *TAs *issues Phase I YouTube Podcasts *Affordable healthcare *Preventing disease *Chronic health problems Disseminate information one way Share what’s useful Phase IIa External blog such as company history (J&J) Test a low-risk topic with external interaction Listen, establish reputation baseline Phase IIb ADHD moms, CML Earth (Novartis), Twitter (Novo Nordisk) Test topic of greater interest for key community interaction Phase III Twitter (BI) External Blog (J&JBTW) External public/company interaction with a personal voice

How not to be credible Don’t commit resources No trained staff to maintain engagement Disable social aspects as an automatic reflex Finding AEs Off-label mentions Criticism Second-guess others’ interests Choose topics without regard for what others want Use only a corporate voice Written company statements Press releases Don’t show up Set something up and never go there Be present sporadically

How to be credible Be present every day Commit resources for personnel and training Keep information current Be transparent Be clear about what that means Use people’s interests to choose your topics Prevention Chronic health problems Access to healthcare Be personable You know how Take time to build trust Engage consistently over time

The business benefit TRANSPARENCY BUILDS TRUST TRUST DRIVES BUSINESS When people trust your brand they buy, recommend, and support what you offer

Summary – Get to know:

Summary – Get to know:

Summary – Get to know:

Summary – Get to know:

Summary – Get to know:

Summary – Get to know:

Leaders: J&J Marc Monseau

Leaders: Novartis & Novo Nordisk Erik Hawkinson Craig DeLarge

Leaders: Mayo Clinic Lee Aase

Where’s the low-hanging fruit? Most community value / Best biz potential / Least risk Marketing Research (existing) Patients (potential) Consumers Health Care Providers Health Communities Corporate External Comms Internal Comm/Collaboration Activities Listening Sponsoring Informing/Educating Collaborating Dialoguing Reminding Applications Blogging Wikis Micro-blogging Video/pod -casting Focused communities Lifestream platforms (e.g. F’book) E-mail/Texting Mobile

Marketing

Research

(existing) Patients

(potential) Consumers

Health Care Providers

Health Communities

Corporate

External Comms

Internal Comm/Collaboration

Activities

Listening

Sponsoring

Informing/Educating

Collaborating

Dialoguing

Reminding

Applications

Blogging

Wikis

Micro-blogging

Video/pod -casting

Focused communities

Lifestream platforms (e.g. F’book)

E-mail/Texting

Mobile

Thank You… Steve Woodruff: www.stevewoodruff.com Text swoodruff to 50500 (digital biz card) Twitter: @swoodruff Betsy Raymond Stevenson: www.raymondstevenson.com [email_address] Twitter: @Betsy_RSHC Social Media for Corporate Communicators free weekly updates/feedback: http://bit.ly/2HKwdo Getting started with Social Media free e-book, and many more links/resources: http://bit.ly/socialrx

Steve Woodruff:

www.stevewoodruff.com

Text swoodruff to 50500 (digital biz card)

Twitter: @swoodruff

Betsy Raymond Stevenson:

www.raymondstevenson.com

[email_address]

Twitter: @Betsy_RSHC

Social Media for Corporate Communicators free weekly updates/feedback: http://bit.ly/2HKwdo

Getting started with Social Media free e-book, and many more links/resources: http://bit.ly/socialrx

Social Media Tips and Resources….

New to Web 2.0? Get to know it – have fun!

Getting to know Web 2.0 -- Process and Resources Find & Follow – social media experts PR 2.0 Strategies , blog by Deirdre Breakenridge (@dbreakenridge) Community and Social Media , blog by Chris Brogan (@chrisbrogan) Mashable.com , blog The social media guide TwiTip , blog by Darren Rouse (@twitip) Four Steps to becoming ‘knowledgeable enough’ – Join Public sites Like Facebook Private groups Like SocialPharmer Search for Value & Follow Twitterati Google Alerts Participate Comment on blog posts Give status updates Forward good information

Find & Follow –

social media experts

PR 2.0 Strategies , blog by Deirdre Breakenridge (@dbreakenridge)

Community and Social Media , blog by Chris Brogan (@chrisbrogan)

Mashable.com , blog

The social media guide

TwiTip , blog by Darren Rouse (@twitip)

Four Steps to becoming ‘knowledgeable enough’ –

Join

Public sites

Like Facebook

Private groups

Like SocialPharmer

Search for Value & Follow

Twitterati

Google Alerts

Participate

Comment on blog posts

Give status updates

Forward good information

Search – What are other companies doing? And where?

What do the experts say about healthcare social media? Blogs Eye on FDA, blog by Mark Senak (@eyeonfda) Mark tracks pharma on social media – also check his YouTube site Dose of Digital, blog by Jonathan Richman (@jonmrich) Pharma and e-marketing Pharma Strategy, blog by Sally Church (@MaverickNY) Product marketing Impactiviti, blog by Steve Woodruff (@swoodruff) Social marketing RSHC Snapshot, blog and media trends by Betsy Raymond Stevenson (@Betsy_RSHC) -- Pharma/Biotech Corporate Communications Private Communities Social pharmer.ning.com, Shwen Gwee (@shwen) Private community for anyone in pharma and healthcare interested in social media Pharmatweetical.com, John Mack (@pharmaguy) The pharmaceutical community on Twitter

Blogs

Eye on FDA, blog by Mark Senak (@eyeonfda)

Mark tracks pharma on social media – also check his YouTube site

Dose of Digital, blog by Jonathan Richman (@jonmrich)

Pharma and e-marketing

Pharma Strategy, blog by Sally Church (@MaverickNY)

Product marketing

Impactiviti, blog by Steve Woodruff (@swoodruff)

Social marketing

RSHC Snapshot, blog and media trends by Betsy Raymond Stevenson (@Betsy_RSHC)

-- Pharma/Biotech Corporate Communications

Private Communities

Social pharmer.ning.com, Shwen Gwee (@shwen)

Private community for anyone in pharma and healthcare interested in social media

Pharmatweetical.com, John Mack (@pharmaguy)

The pharmaceutical community on Twitter

Develop a vision… How can Web 2.0/Social Media -- benefit your stakeholders Patients Investors Clinicians Colleagues advance your company’s mission Improve therapeutic outcomes Improve quality of life Consider social media strategies and projects Identify your low-hanging fruit … think it through

How can Web 2.0/Social Media --

benefit your stakeholders

Patients

Investors

Clinicians

Colleagues

advance your company’s mission

Improve therapeutic outcomes

Improve quality of life