Best in Class Social Media Landscape Q4 2013

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  • highlight that Corporate page is the only one in the final analysis deck
  • The full report has tables that contain our analysis by attribute category and our reasoning for the ratings provided. You may disagree, and that’s good, we’re always looking to challenge our thinking and help move the industry best practice.PopularityWe tried to get a feel for engagement and influence of the property using raw numbers and, where possible, 3rd party tools.EditorialThis is a judgment call based on the materials found on the channels. Do they look like they will appeal to the audience? Is the frequency right? CommentsAre social users responding to the content? Comments, likes, retweets, mentions, etc. This is an indication of the quality of fan engagement.EngagementIs the channel responding to other users? We look for appropriate reactions to mentions and requests for discussion. Contrast with “broadcast” use of the channels. AppsOn the Facebook channel we look at the Apps and make a call about how useful they are to Facebook fans.IntegrationWe look at other digital properties for the brand / corporate / condition channel such as websites and other social channels and see if they cross-pollenate.Regulatory Using industry norms and best practices, largely unwritten, we look to the channel use and make a judgment call on whether it’s likely to attract the attention of the FDA.
  • This is in full reportNot today
  • Best in Class Social Media Landscape Q4 2013

    1. 1. SOCIAL MEDIA LANDSCAPE: PHARMACEUTICAL AND DEVICE BEST IN CLASS Digital Health Coalition + Klick Health / Q4 - 2013
    2. 2. SOCIAL MEDIA LANDSCAPE / SPEAKERS TODAY’S SPEAKERS Christine Franklin Jay Goldman Brad Einarsen Managing Director Digital Health Coalition Managing Director, West Coast Klick Health Director of Digital Insight Klick Health #DHCsocial #DHCsocial
    3. 3. SOCIAL MEDIA LANDSCAPE / SUMMARY It’s the end of 2013 – What’s different? • Facebook Corporate sites remain the most popular with marketers – Bayer’s use of Facebook Global Pages rockets its consolidated page past all others for likes • Twitter Corporate is a close second – Branded Twitter has a new King, @GilenyaGoUSOnly taking over from @RacingWithInsulin – The new image presentation in the feed drives this shift • YouTube is gaining popularity with brand marketers – Clear best practices are consolidating around the “Unbranded Title – Branded Content” technique • The Gilenya “Social Surround Sound” technique is a great experiment and should be followed by all digital healthcare marketers – Best practice is being developed here, and could represent the new “safe ground” for social in the US market #DHCsocial
    4. 4. ABOUT THIS PROGRAM This Landscape document is meant to be a thought-starter for those in the healthcare field who are considering social media. It represents a cross section of the accounts that are showing the best practices in the industry, with a few wildcards thrown in to show different elements of social media that we consider important. When reading this deck, it is important to remember that this is the pharmaceutical industry. A good number of followers or engagements for this industry is orders of magnitude lower than the consumer brands that also populate the channels. The accounts that are profiled are chosen from the full list available at the Digital Health Coalition. Many of these companies are clients of Klick Health, and some engage Klick Health in social projects. We have broken the list down by channel and type. For example we start with Facebook for branded pharmaceutical pages then look at Facebook for corporate pages. Each channel has a set of criteria by which we measure the effectiveness of the account. There is a certain level of interpretation and professional opinion in these assessments, and you may not agree with our analysis, or you may think we should have reviewed different accounts, or, just maybe you agree with our choices. Whatever your opinion, we want to hear from you. Reach out to us on Twitter at @digitalhealthco or @klickhealth. #DHCsocial
    5. 5. TABLE OF CONTENTS Select a brand to view a specific case study. To Navigate back to the table of contents, click the logos on the bottom right. Facebook Twitter YouTube BRANDED BRANDED BRANDED Gilenya Go Gilenya Go (US Only) Psoriasis Matters I am Generess Race with Insulin Depression Add-On Medtronic Diabetes Accu-Chek AZ Purple Pill CORPORATE CORPORATE CORPORATE GlaxoSmithKline Sanofi US Genentech Bayer GlaxoSmithKline Johnson & Johnson Pfizer Novartis Novartis J&J Nursing Notes Novartis #DHCsocial
    6. 6. AGENDA
    7. 7. SOCIAL MEDIA LANDSCAPE / AGENDA INTRODUCTION CAVEATS METHODOLOGY INSIGHTS NEXT STEPS
    8. 8. INTRODUCTION
    9. 9. SOCIAL MEDIA LANDSCAPE / INTRODUCTION GENESIS OF THE PROJECT: Clear need for an industry-wide conversation Time is right as there are now many mature examples This is the mid-year update of the analysis
    10. 10. SOCIAL MEDIA LANDSCAPE / INTRODUCTION OUTPUT OF THE PROJECT: DHC database This talk Full report
    11. 11. SOCIAL MEDIA LANDSCAPE / INTRODUCTION WHY US? MANY years experience in digital healthcare marketing As a team, we bring a powerful mix of domain expertise and 3rd party independence
    12. 12. CAVEATS
    13. 13. SOCIAL MEDIA LANDSCAPE / CAVEATS This is not the end. It is the beginning.
    14. 14. SOCIAL MEDIA LANDSCAPE / CAVEATS INTENTION IS TO START A CONVERSATION ABOUT Where we are as industry What we can learn What we can do
    15. 15. SOCIAL MEDIA LANDSCAPE / CAVEATS We’re inferring the goals of the sites based on our expertise.
    16. 16. SOCIAL MEDIA LANDSCAPE / CAVEATS This is not endorsed by the FDA, but represents a collection of endeavors that have been around for a while, and have not generated warning or untitled letters. Draw your own conclusions and proceed according to your own comfort levels.
    17. 17. METHODOLOGY
    18. 18. SOCIAL MEDIA LANDSCAPE / METHODOLOGY The DHC indexed 3500 social properties in Pharma, Biotech, & Medical device verticals
    19. 19. SOCIAL MEDIA LANDSCAPE / METHODOLOGY DHC AND KLICK NARROWED IT DOWN TO 20 FILTERED OUT 3RD PARTY AND "SPAMMY" PROPERTIES 4 TIERS OF PROPERTY  Corporate page  Affiliate page (HCP or group associated with the Corporation)  Automatically generated "Community" pages  Pure spam QUARTERLY UPDATES OF CONTENT AND THE ONLINE DATABASE
    20. 20. ANALYSIS
    21. 21. SOCIAL MEDIA LANDSCAPE / ANALYSIS RATINGS FOR EACH ATTRIBUTE Popularity Editorial Comments / Interaction Engagement Apps Integration (Facebook only) Regulatory #DHCsocial Ratings ()
    22. 22. SOCIAL MEDIA LANDSCAPE / ANALYSIS RESULTS COMPARED TO TYPICAL DRIVER FOR EACH AUDIENCE #DHCsocial
    23. 23. REPORT STRUCTURE
    24. 24. SOCIAL MEDIA LANDSCAPE / REPORT STRUCTURE FACEBOOK TWITTER YOUTUBE SPONSORED, BRANDED, AND CORPORATE BRANDED AND CORPORATE BRANDED AND CORPORATE
    25. 25. REPORT HIGHLIGHTS
    26. 26. FACEBOOK SPONSORED #DHCsocial
    27. 27. BRANDED / FACEBOOK / MEDIA We are seeing a lot of Facebook advertising. This channel can be used safely in the same way as SEM (unbranded or reminder ads) #DHCsocial
    28. 28. Lead Generation Patient Social Clinical Trials Patient Social Branded #DHCsocial
    29. 29. FACEBOOK HIGH GROWTH #DHCsocial
    30. 30. FACEBOOK / HIGH GROWTH PAGES PAGES THAT GREW OVER 100% These pages grew more than 100% between January and December 2013: • • • • • • • PsoriasisSpeaks Brand 12,510% Bayer Corporate 602% Johnson & Johnson Corporate 537% Gilenya GO 436% Novo Nordisk Corporate 227% Sanofi US Diabetes 132% Crohns and Me 102% #DHCsocial (597 to 75,287) (57125 to 401,254) (38,053 to 242,289) (13,908 to 74,496) (30,767 to 100,588) (4,414 to 10,260) (5,245 to 10,601)
    31. 31. FACEBOOK BRANDED #DHCsocial
    32. 32. BRANDED / FACEBOOK / GILENYA GO OVER ALL RATING: A branded product page that sets the standard for traditional pharmaceuticals on Facebook. Special mention for only branded Facebook ads (so far). #DHCsocial 
    33. 33. BRANDED / FACEBOOK / GILENYA GO OVER ALL RATING: BRANDED PRODUCT PAGE. CATEGORY NOTES Popularity 74,308* likes, consistent editorial and engagement. Growth is an impressive 169% since July. This could be due to the ad campaign.  Editorial Content is focused on Patient spokespersons and shows visitors that there is a rich support community available. Highly visual timeline makes for more interesting posts. Again we see that inspirational sayings get the most shares.  Comments Comments off  Engagement Inspirational images get massive (for the category) shares. For example, 7,841 shares for the inspirational image shown on the next page. Polls also used to good effect to drive deeper engagement.  Apps Video libraries from website available in Apps, reformatted for Facebook, plus a community app (with low usage). Ads point directly to these apps.  Integration Links out to the Patient Program website and brand site. Links back from sites as well.  Regulatory Brand and indication mentioned together, ISI in More Information box and on App tab. More information box always visible on the Facebook page.  * AS OF DECEMBER, 2013 #DHCsocial RATING 
    34. 34. BRANDED / FACEBOOK / GILENYA GO WHAT WE CAN LEARN FROM THIS PAGE: Focus on patients helping patients (even with the caveat that they are paid spokespeople) is a strong approach for Facebook’s social base. Some of the inspirational images get the most shares of any topics found in the pharmaceutical space: • 7,800+ for “Find the time…” • 482 for “Four legged friends…” Experiment with different media types and messages to find what works for your audience, do more of that, repeat. Don’t be afraid to try your hand at Facebook advertising. It follows the same rules as SEM so it is relatively easy to understand and manage. These tactics are working for Novartis, they have had 169% growth since our last report. #DHCsocial OVER ALL RATING: 
    35. 35. BRANDED / FACEBOOK / I AM GENERESS OVER ALL RATING:  A page devoted to the Generess charitable program: I Am Generess as well as branded product information. #DHCsocial
    36. 36. BRANDED / FACEBOOK / I AM GENERESS OVER ALL RATING:  BRANDED CHARITABLE PROGRAM FOR BIRTH CONTROL PILL. CATEGORY NOTES Popularity 26,587* likes, consistent editorial and engagement. Growth is slow with only 5% since July. This Page needs a growth strategy to gain more followers and social leverage.  Editorial Combines news about charitable programs with links to website tools and videos. Has increased the variety of posts, looks like maybe a smoother regulatory pathway. Also running Facebook ads that direct to apps like the Community and Videos.  Comments Best interaction on copay program extension 2013, some moderation of comments, active wall.  Engagement Page engages in Likes, promotes secondary groups such as RAINN, NCADV, and SWHR  Apps Repurposed apps from website which are still interactive, links to Facebook App for integration  Integration Links from both branded product and charity sites to the Facebook page. Links from editorial to corporate drug information, both charity and copay programs, and YouTube videos on the branded channel. Websites also allow direct sharing on Facebook.  Regulatory Has indication and branded charity program with ISI in More Information box. Indication not mentioned in editorial stream.  * AS OF DECEMBER, 2013 #DHCsocial RATING
    37. 37. BRANDED / FACEBOOK / I AM GENERESS #DHCsocial OVER ALL RATING: 
    38. 38. BRANDED / FACEBOOK / I AM GENERESS WHAT WE CAN LEARN FROM THIS PAGE: This page is devoted to a charitable campaign baked into the brand itself. As a reflection of this campaign the Timeline contains items that the audience finds worthy of sharing. This integration of brand and charity seems to have some effect. Stories like the one shown here can only happen when the social channels are open and engagement is the norm. Call outs to the relevant brands provides more community integration. Not surprisingly, the 3rd party associations do not link back, but Generess still gets some credit from its audience for promoting these groups. The program itself is “gamified” in that it uses coins to represent the donations that participants can earn by interacting with the apps that are hosted on the main site. Content is limited to a relatively small editorial calendar that repeats. This may make it difficult to extend the user base over time. The growth of the page seems to have slowed with only 2,153 (9%) growth. #DHCsocial OVER ALL RATING: 
    39. 39. BRANDED / FACEBOOK / FLUMIST OVER ALL RATING:  The branded flu vaccine page for FluMist featuring the cheeky “Pick your nose” campaign. #DHCsocial
    40. 40. BRANDED / FACEBOOK / MEDTRONIC DIABETES OVER ALL RATING: A page using the unbranded title / branded content strategy. Top marks for instigating follower engagement. #DHCsocial 
    41. 41. BRANDED / FACEBOOK / MEDTRONIC DIABETES OVER ALL RATING: BRANDED PRODUCT PAGE. CATEGORY NOTES Popularity 139,528* likes, 91% growth since beginning of year  Editorial Posts discuss products, the engineers, diabetes lifestyle issues, health tips, and more.  Comments The community is passionate and engaged, Medtronic is learning a lot from this page and is not afraid to engage with the patients.  Engagement Passionate engagement from fan base. Recent posts show frustration with new product delays but also the deep connection patients have with their Medtronic products.  Apps Apps used to reinforce Important Safety Information and Community Guidelines, also includes the ability for patients to share their stories which Medtronic publishes at their discretion, also repurposes some website material but doesn’t reformat it, including ISI which makes it difficult to read.  Integration Link from branded product site. Link to ISI on site. Links to The-Loop blog posts.  Regulatory ISI is in the About box, the More Information box, and available as an App (although it isn’t formatted for the Facebook iframe width).  * AS OF DECEMBER, 2013 #DHCsocial RATING 
    42. 42. BRANDED / FACEBOOK / MEDTRONIC DIABETES WHAT WE CAN LEARN FROM THIS PAGE: This page does a lot right with a good post tempo, patient stories, blog shares, and use of imagery. However, the real story is the use of Facebook to get patient insights. On December 10 the page asked for feedback from patients and, boy, did they get it! • 315 responses as of this writing, only 4 hours after the initial post went live • More than half of the posts are about delays in getting the referenced product • Medtronic is diligent in answering questions and must have a full-time person on that job today • Sprinkled through the complaints, however, are some posts that show how thankful the Medtronic patients are • Responses are informative while staying true to FDA guidance with conversations being taken offline when needed #DHCsocial OVER ALL RATING: 
    43. 43. BRANDED / FACEBOOK / MEDTRONIC DIABETES #DHCsocial OVER ALL RATING: 
    44. 44. FACEBOOK CORPORATE
    45. 45. CORPORATE / FACEBOOK / GLAXOSMITHKLINE OVER ALL RATING: The GSK corporate page on Facebook makes good use of the highly visual timeline. #DHCsocial 
    46. 46. CORPORATE / FACEBOOK / GLAXOSMITHKLINE OVER ALL RATING: CORPORATE PAGE. CATEGORY NOTES Popularity 89,658* fans: 11.1% growth  Editorial Editorial is more balanced and less topic focused than last reporting period, and the tempo and quality of posts is still outstanding.  Comments Comments and shares on posts fairly consistent, good involvement by fan base. Some moderated (removed) comments apparent.  Engagement Channel is mostly outbound messaging, however page owners do respond to comments when necessary re: patient questions and news questions and are not afraid to tackle controversial subjects.  Apps SurveyMonkey polls are added to the Apps area and highlighted in the editorial stream. This is a great way to tap your audience for free research.  Integration Links out to GSK unbranded properties such as More than Medication and 3rd party sites. Also links to GSK YouTube videos and guest posts on other blogs. Social Apps also encourage cross-pollination.  Regulatory No products mentioned, links only to neutral properties and corporate materials.  * AS OF DECEMBER, 2013 #DHCsocial RATING 
    47. 47. CORPORATE / FACEBOOK / GLAXOSMITHKLINE WHAT WE CAN LEARN FROM THIS PAGE: The visual nature of the Timeline demands imagery to catch viewers’ attention. Concentration on a topic for a relevant period maximizes the number of fans who will see the material. The ability to engage in even difficult topics in a robust manner helps the brand and plays well on social channels, as does responding to patient questions. The Reviews feature be relatively kind to GSK so far. Finally, there is no substitute for the amplification available when you have a large (for the industry) fan base. Open question about whether the Global Pages technique would work for GSK. #DHCsocial OVER ALL RATING: 
    48. 48. CORPORATE / FACEBOOK / BAYER OVER ALL RATING: The Bayer Facebook page uses the Global Pages structure to roll up all countries into one Like count (over 350,000). 
    49. 49. CORPORATE / FACEBOOK / BAYER OVER ALL RATING: CORPORATE PAGE. CATEGORY NOTES Popularity 401,257* Likes due to the Global Pages feature, and they passed 300,000 on November 25 so Likes seems to be accellerating.  Editorial A combination of worldwide health issues such as Family planning, regional interests, and specific health conditions make up the news feed. Animal health shows up fairly often. Editorial is specific per country with reuse where it makes sense. Tempo is 2-3 posts per week.  Comments Low comment volume, and fairly high ratio of removed posts. Terms of use are under the “More Information” box but it looks like there is a fair amount of abuse on the page. Based on the comments under the Reviews section it looks like the page does not have editorial control there.  Engagement Page is almost completely outbound. Some posts request user action, but no comments were answered (many were deleted).  Apps Bayer Magazine is promoted via apps, and is available as an app. Good use of cross-channel linking.  Integration Links out to imprint page hosted on the corporate website, but only other social channel linked is Foursquare.  Regulatory No products mentioned, links only to neutral properties and corporate materials. The inability to control comments on the Reviews box may be a risk.  * AS OF December, 2013 RATING 
    50. 50. Bayer has the brand new rating system from Facebook, and looks to be the victim of mis-information.
    51. 51. CORPORATE / FACEBOOK / BAYER OVER ALL RATING: WHAT WE CAN LEARN FROM THIS PAGE: This channel highlights the strengths and weaknesses of the Global Pages feature in Facebook. Strength The rolled-up value for Likes produces an impressive number. This may have an effect on searches and other Facebook features. Weakness The Ratings system may come with the Global Pages (or it may have been a separate change) but it shows a weakness for pages in exerting control. So far the Ratings system seems to be in trial mode, but it remains to be seen if it will be rolled out across all pages, and if so with what functionality. Another page using the Global Pages feature is Boehringer Ingelheim at 82,645 Likes. on Nov 25, to 403,591 on Dec 10, and added two thousand while writing this page 
    52. 52. CORPORATE / FACEBOOK / PFIZER OVER ALL RATING:  Pfizer combines its rich history with current philanthropic and charity initiatives. Integration with the "Get Old" campaign makes good use of the channel's reach. #DHCsocial
    53. 53. CORPORATE / FACEBOOK / PFIZER OVER ALL RATING: CORPORATE PAGE. CATEGORY NOTES Popularity 92,008* fans: 23.9% growth since July  Editorial Editorial combines Pfizer’s long history through images with posts about charitable efforts, employees, Science, and other corporate initiatives  Comments Comments and shares on posts fairly consistent, good involvement by fan base.  Engagement Channel seems to be mostly outbound messaging, no engagement on comments (sample did not include any controversial comments).  Apps Apps well used for important page content such as Commenting terms of use, AE reporting, with the app icons used to clearly describe content. No interactive apps provided. Videos are being tried as an alternate channel to YouTube.  Integration Page links out to Pfizer blogs such as Think Science Now as well as corporate campaigns such as GetOld.com. There is good cross-channel linkages to and from YouTube. The corporate website also links in to the page.  Regulatory No products mentioned, links only to neutral properties and corporate materials.  * AS OF DECEMBER, 2013 #DHCsocial RATING 
    54. 54. CORPORATE / FACEBOOK / PFIZER WHAT WE CAN LEARN FROM THIS PAGE: The focus on both corporate giving and employee charitable activities shows the commitment to community in the company. The post on special considerations for tornado victims gathered a lot of praise. The historical images are fun and reinforce Pfizer’s position as a US pioneer in pharmaceutical development. Integration with corporate unbranded campaigns such as Get Old reinforces both properties. #DHCsocial OVER ALL RATING: 
    55. 55. CORPORATE / FACEBOOK / J&J NURSING NOTES OVER ALL RATING:  J&J Nursing Notes provides a place where the “allied health” professionals and their networks can discuss issues that are important to them #DHCsocial
    56. 56. CORPORATE / FACEBOOK / J&J NURSING NOTES OVER ALL RATING: CORPORATE PAGE. CATEGORY NOTES Popularity 153,820* fans (7.6% growth since June)  Editorial This page gets the innovation award for extensive use of hashtags such as #nurse for general use and #amazingnurses as part of the campaign, among others. The #nurse tag is used by others, but the more specialized ones are not and so, do not create any extended reach for the page.  Comments Comments and shares on posts fairly consistent, good involvement by fan base. There are a lot of comments on nurses that fans know, there seems to be a deep well of sentiment for nurses in the population.  Engagement Many posts are framed as a conversation, but once the comments come in there is no visible interaction by the brand.  Apps Apps are used for the campaigns that are ongoing such as Amazing Nurses and Portrait of Thanks. This page used Events earlier in the year, no current events planned. One takes the user out of Facebook altogether which is an unexpected experience on the platform.  Integration The page links out to “Discover Nursing” part of “The Campaign for Nursing’s Future.” An app integrates the Twitter stream by including it in the Facebook environment. Tweets are not shared to the News Feed, however.  Regulatory No products mentioned, links only to neutral properties and corporate materials.  * AS OF DECEMBER, 2013 #DHCsocial RATING 
    57. 57. CORPORATE / FACEBOOK / J&J NURSING NOTES WHAT WE CAN LEARN FROM THIS PAGE: The biggest difference has to be the use of hashtags when other pages are shying away from the exploratory tool. The focus on external campaigns is exhibited by other pages, but the J&J channel has access to a whole suite of them and can promote many different initiatives. This ability to encourage participation works well on the Facebook platform and the Nursing profession seems to bring out fond memories from many fans. #DHCsocial OVER ALL RATING: 
    58. 58. CORPORATE / FACEBOOK / NOVARTIS OVER ALL RATING:  Novartis corporate page is a solid effort that links out to many of the company’s properties and shares news with interested fans. #DHCsocial
    59. 59. CORPORATE / FACEBOOK / NOVARTIS OVER ALL RATING: CORPORATE PAGE. CATEGORY NOTES Popularity 40,665* fans (27% growth since July)  Editorial Like GSK, Novartis focuses on issues as part of its editorial calendar. The current themes are children’s health, Africa, and breast cancer. Use of photo albums keeps a visual element on the news feed.  Comments Comments and shares are lower than J&J but proportional to the number of followers. Aggressive comment management is detectable on the page.  Engagement Novartis uses Facebook primarily as a broadcast mechanism and does not often request engagement by its followers. It will reply to a user to direct them to other channels when required based on the content of the user’s post.  Apps Apps are mainly used to present larger amounts of information such as Community Guidelines or Corporate Responsibility. These apps do not really add to the Facebook experience nor do they detract from the page, the user is able to concentrate on the news feed.  Integration The news feed relies on YouTube for video which allows for sharing across two (or more) channels. Likewise, resources such as AlzheimersDisease.com are promoted as well. The external corporate site links in, so the sites can feed one another traffic.  Regulatory No products mentioned, comments are aggressively managed, links only to Novartis properties and corporate materials.  * AS OF DECEMBER, 2013 #DHCsocial RATING 
    60. 60. CORPORATE / FACEBOOK / NOVARTIS WHAT WE CAN LEARN FROM THIS PAGE: This channel has clear community guidelines and uses those guidelines to ensure that unwanted comments do not survive long. When necessary, redirects to other channels are provided to ensure the Facebook user can find the information they need. The forming of the editorial calendar around themes through the year has emerged as a best practice, and this corporate page is a good example of that tactic in action. #DHCsocial OVER ALL RATING: 
    61. 61. TWITTER HIGH GROWTH
    62. 62. TWITTER / HIGH GROWTH PAGES PROFILES THAT GREW OVER 200% These Twitter Accounts grew their follower counts more than 200% between January and December 2013: • • • • • LillyPad Novo Nordisk US Gilead Sciences Merck Abbott #DHCsocial 557% 304% 291% 224% 211% (10,991 to 72,192) (956 to 3,860) (676 to 2,642) (7,350 to 23,834) (5,260 to 16,384)
    63. 63. TWITTER BRANDED
    64. 64. BRANDED / TWITTER / GILENYA GO OVER ALL RATING:  Another channel in the Gilenya 360-degree social initiative. Most interesting in how it interacts with other channels. #DHCsocial
    65. 65. BRANDED / TWITTER / GILENYA GO OVER ALL RATING: BRANDED GLOBAL FEED FOR MS ORAL THERAPY CATEGORY NOTES Popularity 4,318 (125% growth) followers, Authority 6, Male: 43%, Female: 57%  Editorial 145 (from 88) tweets for the young account, good post tempo, good hashtag usage. Topics are a little bit “broadcast”  Interaction Most posts do not drive engagement, only a few retweets. Replies and mentions are split between patients discussing the condition and product and some sarcastic quips about the US-Only focus. However, the account is learning what works re: imagery.  Engagement Some posts get retweeted in low numbers. The channel does not engage patients in any visible way when asked questions which makes it look like they do not respond.  Integration Links to third party sites like the National MS Society blog, the Gilenya Facebook page, YouTube videos on the brand channel, and the branded website. The branded site also links back to the channel.  Regulatory This channel is the best test case so far for branded activity on Twitter. No direct claims are made and ISI is included on the channel screen itself. It looks to be as compliant as Twitter gets.  AS OF DECEMBER, 2013 #DHCsocial RATING 
    66. 66. BRANDED / TWITTER / GILENYA GO WHAT WE CAN LEARN FROM THIS ACCOUNT: If you post a branded channel patients will ask questions. Even if the account answers these questions directly, if no public trace is made that the conversation has been taken private the impression will be that they went unanswered. Being too persistent with the “US only” statements may generate some sarcastic comments from other regions from users who don’t understand the regulatory requirements. Whether this has any effect on other social users is to be seen. We see one image is retweeted 302 times and favorited 472 times. This provides some indication about what users engage with: the images in the Twitter feed. Twitter is a great channel for announcements and links to other properties. #DHCsocial OVER ALL RATING: 
    67. 67. #DHCsocial
    68. 68. BRANDED / TWITTER / RACE WITH INSULIN OVER ALL RATING:  The granddaddy of branded pharmaceutical social media. The brand is far in the background, the tweets are all IndyCar with the occasional shout out to the sponsors and in many images showing logos. #DHCsocial
    69. 69. BRANDED / TWITTER / RACE WITH INSULIN OVER ALL RATING: BRANDED GLOBAL FEED FOR DIABETES MONITORING TOOL CATEGORY NOTES Popularity 8,688 (18.2% growth since July) followers; Authority: 8, Male: 68%, Female: 32% RATING  (the grand-daddy of branded social media in pharmaceuticals – started on May 1, 2009) Editorial 4,565 tweets, all about Charlie Kimball’s racing activities: race results, photos of events, “in the pits” commentary, etc. Live tweeting of some events. Gives shout-outs to @novonordiskus guests.  Interaction The account shouts out to other Twitter accounts and uses hashtags almost continuously, this creates many replies and further mentions of the account. Race with Insulin gets good exposure, and Novo Nordisk gets spin-off benefits by having a channel that doesn’t overlap the traditional e-patient groups.  Engagement Even when live-tweeting an event like the Rolex24, RaceWithInsulin gets retweeted regularly, from 1 to 8 times per post. (The Toronto IndyCar race was less popular and got 1-2 retweets per post.)  Integration The account links to initiatives by other Twitter users but does not link to either branded NovoLog sites or Novo Nordisk corporate materials. Linked from NovoLog and Novo Nordisk US sites, but not home pages. The main integration is the occasional shoutout to @novonordiskus.  Regulatory Mentions condition in passing, Twitter page has ISI built into background.  AS OF DECEMBER, 2013 #DHCsocial 
    70. 70. BRANDED / TWITTER / RACE WITH INSULIN WHAT WE CAN LEARN FROM THIS ACCOUNT: The best attribute of this account is the fact that it reaches into a different group — IndyCar racing fans — that may not be reached by most other Novo Nordisk initiatives. The friendly, passionate tone to the twitter stream reflects the racer’s life and enthusiasm for the sport. This authenticity gives all messages through this channel a higher level of trust. Shout outs to the @novonordiskus account can’t hurt either. As @RaceWithInsulin grows its audience (now at 8,688) it provides more exposures for its partners. #DHCsocial OVER ALL RATING: 
    71. 71. BRANDED / TWITTER / ACCU-CHEK OVER ALL RATING:  Another device property in the diabetes category. This account provides insight into how answering questions can provide value to the audience. #DHCsocial
    72. 72. BRANDED / TWITTER / ACCU-CHEK OVER ALL RATING: BRANDED GLOBAL FEED FOR DIABETES MONITORING TOOL CATEGORY NOTES Popularity 8,120 (37.2% growth) followers; Authority: 8, Male: 53%, Female: 47%  Editorial 11,006 tweets, mainly links to the branded blog: Accu-Chek Diabetes Link  Interaction Some, mainly responses to users mentioning them, some direct requests of users to answer questions, some thanks for retweets  Engagement Most tweets get one retweet, many get none  Integration Hub and spoke pattern, branded blog at the center, many links to blog. Embedded videos from YouTube found, may be a good format if they get formatted as cards  Regulatory Links to owned site, no brand mentions in tweets but combination of account name and diabetes content poses small risk  AS OF DECEMBER, 2013 #DHCsocial RATING 
    73. 73. BRANDED / TWITTER / ACCU-CHEK WHAT WE CAN LEARN FROM THIS ACCOUNT: The Accu-Chek account purports to be for US audiences, but it helps anyone who asks. Answering users’ questions is time-consuming but can help others who have the same question and is a source of insight. The Accu-Chek account also retweets other users’ materials, including media like YouTube videos. These types of activities should result in higher engagement for the brand, however growth since last count is only average. #DHCsocial OVER ALL RATING: 
    74. 74. TWITTER CORPORATE
    75. 75. CORPORATE / TWITTER / SANOFI US OVER ALL RATING:  Corporate property that shows the world how pharmaceutical companies can reflect the personality of their teams. #DHCsocial
    76. 76. CORPORATE / TWITTER / SANOFI US OVER ALL RATING: CORPORATE FEED FOR A GLOBAL AUDIENCE. CATEGORY NOTES Popularity 16,320* followers (46% growth since July); Authority 8, Males: 59%, Females: 41%  Editorial 8,226 tweets with global, corporate flavor. While a form of editorial plan is evident, the account allows the conversation to follow the interactions with other users. This is the most truly social editorial plan we have seen to date. It could leverage imagery better.  Interaction Other accounts that know Sanofi US will speak directly to it. Because Sanofi US responds this behavior is socially profitable for the followers.  Engagement This account speaks with other users just like an individual. This conveys a sense that Sanofi US isn’t just a faceless corporation but is a group of caring people.  Integration Links to Facebook posts, 3rd party websites, the CDC, the Sanofi US blog, and others. Other corporate properties link back.  Regulatory All materials are corporate and are linked to globally approved press releases or 3rd party sites  AS OF DECEMBER, 2013 #DHCsocial RATING 
    77. 77. CORPORATE / TWITTER / SANOFI US WHAT WE CAN LEARN FROM THIS ACCOUNT: The Sanofi US account shows that conversation and highly regulated industries are not mutually exclusive. This account goes out of its way to engage other users and to bring up information that will resonate with its followers. The account is legitimately “authentic” as shown in a conversation between a follower who announces an emergency situation and a requirement for Lovenox with no insurance. The account responds within 4 hours and gets the user’s email address for offline discussions. The regulatory oversight of this account must be based on rules rather than scripted responses. This is the best practice for MRL in social media but it is far too rare in practice. #DHCsocial OVER ALL RATING: 
    78. 78. CORPORATE / TWITTER / GSK OVER ALL RATING:  A global corporate account that sets the standard in pharma for interaction with other social media participants. #DHCsocial
    79. 79. CORPORATE / TWITTER / GSK OVER ALL RATING: CORPORATE FEED FOR A GLOBAL AUDIENCE. CATEGORY NOTES Popularity 36,323* (39% growth since July) followers, Authority: 8, Males: 59%, Females: 41%  Editorial 1,832 tweets with a global, scientific focus. Also tweets on corporate news items and responds to items in the news. Live tweeting at conferences is handled by @GSK_conferences to avoid overloading the main account.  Interaction Engagement with non-Twitter groups via press releases and news stories. Some mentions of other Twitter users. Many retweets of other users.  Engagement Average retweets per tweet vary from 0 to 16 with most tweets getting retweeted. Some retweets are from other GSK accounts.  Integration Many links to press releases on global site, many links and retweets to 3rd party sites. The corporate site links to the Twitter account.  Regulatory All materials are corporate and are linked to globally approved press releases or 3rd party sites.  AS OF DECEMBER, 2013 #DHCsocial RATING 
    80. 80. CORPORATE / TWITTER / GSK WHAT WE CAN LEARN FROM THIS ACCOUNT: This account has Twitter pretty buttoned up. The extensive retweets employed encourage engagement with its 36 thousand followers and its retweet numbers are the best in the industry. The use of Twitter to reply to stories in the news provides a channel for replying to issues in a controlled way. With nearly 100,000 employees, the tone is more conservative than other Twitter accounts, but is informative and clear. There is also a GSKUS account for the US audience but no crossover between the accounts was seen. #DHCsocial OVER ALL RATING: 
    81. 81. CORPORATE / TWITTER / NOVARTIS OVER ALL RATING:  Property with a global focus that shows how to “thread the needle” in talking about topics across many regulatory environments. #DHCsocial
    82. 82. CORPORATE / TWITTER / NOVARTIS OVER ALL RATING: CORPORATE FEED FOR A GLOBAL AUDIENCE. CATEGORY NOTES Popularity 63,605 (45% growth since July) followers; Authority: 9, Males: 60%, Females: 40%  Editorial 4,338 tweets with global, corporate flavor. No brands mentioned, but many links relating to conditions and links to company sites and relevant 3rd party sites. During specialist meetings will tweet specific information such as session starts and data releases  Interaction Almost no engagement with other users visible  Engagement Average retweets per tweet run around 3, varying between 0 and 10  Integration Most links to various corporate sites, some links to 3rd party sites  Regulatory All materials are corporate and are linked to globally approved press releases or 3rd party sites  AS OF DECEMBER, 2013 #DHCsocial RATING 
    83. 83. CORPORATE / TWITTER / NOVARTIS WHAT WE CAN LEARN FROM THIS ACCOUNT: This stream is the go-to place for corporate information on Novartis and will appeal to financial analysts, industry watchers, and, during specific meetings such as ASH or ASCO, to HCPs. Corporate materials for a larger pharmaceutical company can easily populate a Twitter feed with no “quiet periods”. Discussions about conditions and new approvals appear acceptable on a global stage. Ensure that employees in restrictive regions know not to retweet some of these messages. #DHCsocial OVER ALL RATING: 
    84. 84. YOUTUBE SHUTDOWNS #DHCsocial
    85. 85. YOUTUBE / DISCONTINUED ACCOUNTS YOUTUBE CHANNELS SHUT DOWN These YouTube channels were shut down since the beginning of the year: • • • • • • • Allergan Restasis Amgen Prolia CSL Behring Hizentra Genentech Nutropin Genentech Putting RA in Perspective Novartis Gilenya* Pfizer Viagra * The Novartis Gilenya channel seems to go down quite often. It is difficult to know the cause but our first guess is that the channel is being hidden because of regulatory reviews during updates. #DHCsocial Brand Brand Brand Brand Patient Support (branded) Brand Brand
    86. 86. YOUTUBE BRANDED #DHCsocial
    87. 87. BRANDED / YOUTUBE / JANSSEN Standard Channel #DHCsocial OVER ALL RATING:  Janssen has abandoned the custom channel in favor of the standard YouTube channel (with the Pharma option for ISI). The custom channel is still available, but is not set as the default.
    88. 88. BRANDED / YOUTUBE / JANSSEN Custom Channel #DHCsocial OVER ALL RATING:  Janssen has abandoned the custom channel in favor of the standard YouTube channel (with the Pharma option for ISI). The custom channel is still available, but is not set as the default.
    89. 89. BRANDED / YOUTUBE / JANSSEN Watch Page #DHCsocial OVER ALL RATING:  An example of a YouTube watch page that has media used to present ISI and related videos limited to the channel.
    90. 90. BRANDED / YOUTUBE / JANSSEN OVER ALL RATING: CORPORATE FEED FOR A GLOBAL AUDIENCE. CATEGORY NOTES Popularity 296 216 (37% growth) subscribers, assume significant YouTube media promotion (typically a requirement for Custom channel). Video views now 8,260 from 225,541+ because of extensive reloading (at least twice, probably more).  Editorial 17 videos in playlists, the videos have been re-uploaded multiple times so views are reset and are much lower than the previous review (CariDee was at 136,685 views and is now at 3,195)  Interaction Comments turned off  Engagement Comments turned off  Integration Standard channel with custom option not set as default  Regulatory ISI available in custom channel home page, on channel list pages, and through paid ad space on video watch pages. ISI video also in carousel rotation. ISI is also described in each video.  AS OF DECEMBER, 2013 #DHCsocial RATING 
    91. 91. BRANDED / YOUTUBE / JANSSEN OVER ALL RATING: WHAT WE CAN LEARN FROM THIS ACCOUNT: This channel shows what happens when Regulatory requires changes, all views are lost on the re-uploaded video. This makes the initial review cycle critical. #DHCsocial 
    92. 92. BRANDED / YOUTUBE / OTSUKA OVER ALL RATING:  A solid branded channel that reuses existing materials and adds to them patient testimonials, a known draw on the channel. Standard Channel #DHCsocial
    93. 93. BRANDED / YOUTUBE / OTSUKA OVER ALL RATING: CORPORATE FEED FOR A GLOBAL AUDIENCE. CATEGORY NOTES Popularity 53 subscribers, assume some YouTube media promotion (a requirement for ISI box)  Editorial 6 videos in 2 playlists: TV commercials and Patient Stories, good use of materials on the channel  Interaction Comments turned off  Engagement Comments turned off  Integration Standard channel with links to external websites but no other social channels  Regulatory ISI on channel. Most videos are TV commercials so the expectation would be that these would pass regulatory as-is. No guidance is available about the FDA’s interpretation of broadcast vs. streamed video vis-à-vis user control and fair balance. The patient testimonials may be a hot spot for the FDA.  AS OF DECEMBER, 2013 #DHCsocial RATING 
    94. 94. BRANDED / YOUTUBE / OTSUKA WHAT WE CAN LEARN FROM THIS ACCOUNT: This channel doesn’t push any boundaries on the technical or regulatory fronts, but it is a nicely integrated set of videos and header image. It shows what a consistent video campaign can achieve with very minimal changes to the channel. ISI is included (not shown). #DHCsocial OVER ALL RATING: 
    95. 95. BRANDED / YOUTUBE / AZ Custom Channel #DHCsocial OVER ALL RATING:  Example of pharma-enabled custom channel using a carousel and full ISI
    96. 96. BRANDED / YOUTUBE / AZ OVER ALL RATING: CORPORATE FEED FOR A GLOBAL AUDIENCE. CATEGORY NOTES Popularity 156 subscribers, assume some YouTube media promotion (a requirement for ISI box)  Editorial 5 videos not organized into playlists, custom channel relied on for organization through carousel  Interaction Comments turned off  Engagement Comments turned off  Integration Channel integrated to Facebook and Savings Card on website through CTAs under carousel.  Regulatory ISI on channel and in custom area. ISI not included on watch pages. While the videos are repurposed and approved TV ads it is an open question about whether the FDA looks upon TV broadcast and YouTube watch pages as the same vis-à-vis regulatory.  AS OF DECEMBER, 2013 #DHCsocial RATING 
    97. 97. BRANDED / YOUTUBE / AZ WHAT WE CAN LEARN FROM THIS ACCOUNT: Custom channels can provide a unique experience for visitors, but there are a number of caveats: • Even with a custom channel, videos can be found or even clicked from the video list to the standard watch page – ISI on the watch page is strongly recommended for branded videos • While Facebook and Twitter are getting traction for healthcare brands, YouTube seems to be more piecemeal – it remains to be seen if the new interface will encourage sharing • Brands as a whole are not yet embracing the YouTube channel as a social medium, they are still looking at it as a broadcast medium #DHCsocial OVER ALL RATING: 
    98. 98. YOUTUBE CORPORATE #DHCsocial
    99. 99. BRANDED / YOUTUBE / GENENTECH OVER ALL RATING:  An interesting use of the standard framework that seems to show that embedding videos on the corporate site can drive traffic and channel engagement. Standard Channel #DHCsocial
    100. 100. BRANDED / YOUTUBE / GENENTECH OVER ALL RATING: CORPORATE FEED FOR A GLOBAL AUDIENCE. CATEGORY NOTES Popularity 1,721* subscribers, this is relatively popular by pharmaceutical YouTube standards  Editorial This channel is populated by videos that turn the everyday experience of working at Genentech into a story. Potential hires seem to be the main audience, but fans from the medical community and patients will find interesting videos as well. The use of playlists ensures that the integration allows users to find other Genentech videos.  Interaction This channel has the discussion tab available. It contains only three comments, but at least they have opened the channel to feedback.  Engagement While there are a few comments, there is no engagement on the Discussion tab from the channel itself, but the possibility exists. However, this channel has the exclusive honor of liking some external content and showing that on its home page. This shows the way toward a more socially active YouTube experience for channels.  Integration This channel links to four of the supported social channels: Twitter, Pinterest, Facebook, and Google+. Aligning with the HR focus, the About tab links to the careers site, plus the company website. All social channels are linked from the corporate website and YouTube videos are embedded there which can serve to drive significant traffic.  Regulatory Corporate channel carefully avoids brand mentions but does cover many conditions extensively.  AS OF DECEMBER, 2013 #DHCsocial RATING 
    101. 101. BRANDED / YOUTUBE / GENENTECH WHAT WE CAN LEARN FROM THIS ACCOUNT: Channel comments do not necessarily need to be turned off. However, unless they are promoted there may not be much engagement. Because the new YouTube user experience is highlighting engagement and social networking we may expect to find more best practices here as Pharma begins engaging on the platform. This channel shows some engagement to related videos (no likes of third-party videos yet). #DHCsocial OVER ALL RATING: 
    102. 102. BRANDED / YOUTUBE / J&J OVER ALL RATING:  A very popular channel that has made the transition from enhanced channel to standard channel. Standard Channel – only J&J related channels #DHCsocial
    103. 103. BRANDED / YOUTUBE / J&J OVER ALL RATING: CORPORATE FEED FOR A GLOBAL AUDIENCE. CATEGORY NOTES Popularity 8,217* subscribers, this is a mature channel from one of the leading companies in pharmaceutical social media. Views are currently at 7,045,726, the number fluctuates as old videos are removed.  Editorial Looking through the video archive we see evidence of the different phases of the editorial calendar. There are video themes visible sequentially. The videos are also compiled into playlists for the important categories.  Interaction Comments turned on and immediately visible. Few comments, and no negativity seen.  Engagement Channel does not seem to respond. Unclear what the strategy is.  Integration The channel links out to 5 other company channels, plus a dedicated Twitter feed, @JNJVideo. Links to other properties, including the corporate Facebook property and website, are also available.  Regulatory Corporate channel carefully avoids brand mentions but does cover many conditions extensively.  AS OF DECEMBER, 2013 #DHCsocial RATING 
    104. 104. BRANDED / YOUTUBE / J&J WHAT WE CAN LEARN FROM THIS ACCOUNT: The J&J social architecture is a well-planned integrated collection of channels that portray the same editorial content. Cross-posting of media is common, with Facebook linking to YouTube videos regularly. Numbers of videos, consistent posting of content, cross-linking, and occasional promotion of videos propels this channel to the top of the list. #DHCsocial OVER ALL RATING: 
    105. 105. BRANDED / YOUTUBE / NOVARTIS OVER ALL RATING:  A very popular channel that has made the transition from enhanced channel to standard channel. Standard Channel #DHCsocial
    106. 106. BRANDED / YOUTUBE / NOVARTIS OVER ALL RATING: CORPORATE FEED FOR A GLOBAL AUDIENCE. CATEGORY NOTES Popularity 2,552* subscribers, showing that real-world size translates into (relatively) larger social numbers  Editorial The content spans the range of this diverse company including corporate relations, R&D, careers, corporate social responsibility, and even patient stories. There are hundreds of videos on the channel organized into playlists with a good use of the standard YouTube interface.  Interaction This channel also has the discussion tab open, again, with only three comments.  Engagement While there are a few comments, there is no engagement from the channel itself, but the possibility exists.  Integration This channel links to four of the supported social channels: Facebook, Twitter, Flickr, and Pinterest. LinkedIn is not supported by default so it is a text link on the About tab. The corporate website and engagement guidelines are also linked. All social channels are linked from the corporate website.  Regulatory Corporate channel carefully avoids brand mentions but does cover many conditions extensively. The patient videos are condition-related rather than branded.  AS OF DECEMBER, 2013 #DHCsocial RATING 
    107. 107. BRANDED / YOUTUBE / NOVARTIS WHAT WE CAN LEARN FROM THIS ACCOUNT: Having a second channel with comments enabled is heartening – this may lead to a more social experience on the YouTube channel as users learn to engage meaningfully. The playlist view that exposes the grouped videos is a nice use of the existing YouTube functionality. #DHCsocial OVER ALL RATING: 
    108. 108. SUMMARY #DHCsocial
    109. 109. SOCIAL MEDIA LANDSCAPE / SUMMARY Social is being tried by pharmaceutical marketers, and it is working • Corporate content is extremely common across all channels • Branded use is less common and varies by channel: – Twitter – dominated by diabetes – Facebook – experiments show best practices – YouTube – a lot of brand turnover as marketers struggle to find the right fit • The draw of authentic engagement on social channels will be the next challenge for companies that already understand social The brands that are on social today are the ones that will learn the lessons and build the internal competencies that are required to lead tomorrow. #DHCsocial
    110. 110. SUMMARY These channels represent only a small portion of those listed at the DHC website: http://digitalhealthcoalition.org/publications/social-media-landscape/ We hope the learning presented here can help more healthcare companies look at social as a possibility rather than a “no-fly zone.” Reach out to us on Twitter at @digitalhealthco and @klickhealth. To get your own copy of this report, and be alerted when new versions are available, sign up at www.klick.com/social-report/ #DHCsocial
    111. 111. #DHCsocial

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