Best Practice Live!     Successful Healthcare Content Provision via       Social/Interactive Destinations & Media         ...
General Thoughts to start…•  The more MEDIA changes, the more   CUSTOMER NEEDS stay the same.•  Little chance of detailed ...
3 Social Media Deployment Models•  Social Media Risk Matrix•  3 Low Risk Social Media Strategies•  Relevant Ubiquity Model...
Risk-based Social Media Deployment                      Branded                             Unbranded                 Trad...
Low Risk Social Media Strategies•  Share-ability – relevant   content that customers will   want to make viral•  Participa...
Relevant Ubiquity Model   Be everywhere in SM its relevant to be across the Marketing Information Chain!There is innovativ...
Suggested Next Steps•  Collaborate with internal stakeholders to assess   risk tolerance & to plan prudent SM experiments•...
Q&A!July 13, 2011   (c) 2011 Craig A. DeLarge   8
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Pharma Virtual Summit: Successful Healthcare Content Provision via Social & Interactive Media

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Presentation i gave June 30, 2011 at a global virtual conference. The location was everyone's computer.

Published in: Business, Technology
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Transcript of "Pharma Virtual Summit: Successful Healthcare Content Provision via Social & Interactive Media "

  1. 1. Best Practice Live! Successful Healthcare Content Provision via Social/Interactive Destinations & Media Craig A. DeLarge Dir., HCP Relationship Marketing Novo Nordisk (USA) cadelarge@yahoo.com Pharma Virtual Summit June 30, 2011July 13, 2011 (c) 2011 Craig A. DeLarge 1
  2. 2. General Thoughts to start…•  The more MEDIA changes, the more CUSTOMER NEEDS stay the same.•  Little chance of detailed FDA guidance yet much good being done within bounds of what we know. Seen Dose of Digital Pharma Social Media Wiki?•  Successful provision not so different than its always been. Relevant. Convenient. Contextual.July 13, 2011 (c) 2011 Craig A. DeLarge 2
  3. 3. 3 Social Media Deployment Models•  Social Media Risk Matrix•  3 Low Risk Social Media Strategies•  Relevant Ubiquity ModelJuly 13, 2011 (c) 2011 Craig A. DeLarge 3
  4. 4. Risk-based Social Media Deployment Branded Unbranded Traditional Advertising Traditional Education1-Way Faux Social Media Greatest ROI Ambiguity Moderate Risk Least Risk What Marketers most want! What Customers most want!2-Way Most Risk 2nd Most Risk Experimental zone w/in label Unrestricted Grants lower risk July 13, 2011 (c) 2011 Craig A. DeLarge 4 © Some musings by Craig A. DeLarge
  5. 5. Low Risk Social Media Strategies•  Share-ability – relevant content that customers will want to make viral•  Participat-ability – spaces that facilitate sharing among customers with sponsor intervention•  Redirected Dialogue – identifying SM users in needed and directing them to off-SM resourcesJuly 13, 2011 (c) 2011 Craig A. DeLarge 5
  6. 6. Relevant Ubiquity Model Be everywhere in SM its relevant to be across the Marketing Information Chain!There is innovative opportunity in every space above, especially from a non-brandedperspective. It is for us to fill in the blanks. July 13, 2011 (c) 2011 Craig A. DeLarge 6
  7. 7. Suggested Next Steps•  Collaborate with internal stakeholders to assess risk tolerance & to plan prudent SM experiments•  Integrate SM across the Marketing Information Chain•  Play in communities of professional interest to observe & learn (http://www.delicious.com/cadelarge/social_media_primer)July 13, 2011 (c) 2011 Craig A. DeLarge 7
  8. 8. Q&A!July 13, 2011 (c) 2011 Craig A. DeLarge 8

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