Digitas Health Social Media POV

Social Media What’s in it for pharma? Sarah Larcker Business Strategy October 21, 2009 This presentation, which contains confidential information belonging to Digitas Health, is for use solely in connection with the recipient’s evaluation of a potential business relationship with Digitas Health and may not be used by, copied by, or disclosed or distributed to any third parties without the prior written consent of Digitas Health.

A common (but faulty) way of defining Social Media… The Technologies Blogs Microsharing Podcasting Online Chat Message Boards Photoblogging Technologies Media Sharing MoSoSo Wikis RSS Widgets Social Networks Social Bookmarking © 2009 DIGITAS HEALTH *** 2 10/20/2009 CAPCPR

Social media really is… A Trend “…a social trend in which Read me! people use technologies to get the things they need from each other, rather than from traditional institutions…” © 2009 DIGITAS HEALTH 3 10/20/2009 CAPCPR

…it’s a conversation health conversation And the It’s more going on out there right now is big influential than marketing or mass media And right now pharma is largely peripheral to it This conversation will go on regardless And a choice not to © 2009 DIGITAS HEALTH engage is a choice for irrelevance 6 10/20/2009 CAPCPR

…and as long as customers trusted marketers Only 14% 50% of people agree that it is of people trust advertising important to be seen as somebody who can always see through exaggeration and hype © 2009 DIGITAS HEALTH SOURCE: Nielsen, Trust in Advertising Report, 10/07 Yankelovich Monitor, 2005/2006 9 10/20/2009 CAPCPR

…especially in the Pharma industry 48% of Americans trust pharma less than they did 5 years ago 55% believe there’s more negative press compared to 5 years ago © 2009 DIGITAS HEALTH SOURCE: DDB, Health is the New Wealth – 2009 10 10/20/2009 CAPCPR

And increasingly they’re trusting their peers 54 million US consumers now connect to others or to online content created by others regarding health issues1 User Generated Content 84% of these social connectors now appears on turn to online social spaces to educate the first three pages themselves about a disease or condition, of health searches especially when prompted by a new 88% Wikipedia diagnosis or HCP consultation2 of the time3 appears on the first page in 63% 70% of searches3 of consumers believe that pharma information © 2009 DIGITAS HEALTH from peers is credible even if the peers are not experts2 1. JupiterResearch, Online Health: Assessing the Risk of Social and One-to-One Media, Feb. 2007 2. iCrossing, How America Searches: Health and Wellness, Jan. 2008 12 10/20/2009 CAPCPR 3. Envision Solutions, LLC, Diving Deeper Into Online Health Search, February 2007

In the past year, more Americans have gotten health information off the Internet than from their doctors. I don’t know… Google it! © 2009 DIGITAS HEALTH Source: iCrossing, How America Searches: Health and Wellness, January 2008 13 10/20/2009 CAPCPR

And this trend will only accelerate Resources used by US adult Internet users who searched online for health and wellness information in the past year Source: eMarketer as reported by : iCrossing How America Searches: Health and Wellness, January 2008, as cited by eMarketer in Pharmaceutical Industry Online, 2009 © 2009 DIGITAS HEALTH 15 10/20/2009 CAPCPR

So what’s a pharma marketer to do?

It can be done… P People Assess your customers’ social activities Read me! O Objectives Decide what you want to accomplish S Strategies Plan for how relationships with customers will change T Tactics © 2009 DIGITAS HEALTH Decide which social technologies to use 17 10/20/2009 CAPCPR

Understand the social technographics of your customers Lonely Fellow Sufferers Misery Loves Company Misery Loves Company These patients who are managing difficult, chronic problems stand to Diabetes Cancer Obesity benefit most from social media, Depression/ anxiety because they are also likely to connect with and support one Other mood disorder another online Sleep disorder High cholesterol Migraine Chronic pain Lonely Fellow Sufferers Social Benefit* These patients, whose Arthritis Skin disorder participation in social media is below average could benefit but don’t share online HTN GI Asthma Other PUD Connectors Who Don’t Care Osteoporosis Walking Disability These patients willingly connect Other CV for non-health reasons…but not Allergies about their health problems. GU ED CHF The Disconnected This group is likely neither to seek fellow disease sufferers nor to Thyroid Condition realize significant benefit from © 2009 DIGITAS HEALTH doing so The Disconnected Connectors Who Don’t Care Social Participation† 18 10/20/2009 CAPCPR SOURCE: Forrester Research, North American Technographics Benchmark Survey, 2008 *Based on a Forrester score for emotional and behavioral value of social support †Percent of consumers participating in some form of social media at least monthly

Map objectives to strategies to technologies Objectives Strategies Tactics Ongoing monitoring and mining of customer Listening conversations with each other, instead of • Active listening occasional surveys and focus groups Participating in and stimulating two-way • Blogs conversations customers have with each • Microblogging (e.g., Twitter) Engaging other, not just outbound communications to • Podcasts customers • Video sharing • Physician social networks (e.g., Sermo, Within3) Empowering advocates to inform and Energizing persuade other customers • Consumer social networks (e.g., Facebook) • Private communities (e.g., Communispace) • Wikis • Support forums Supporting Enabling customers to support each other • Support networks • Microblogging Helping the customer community to • Social networks Embracing generate ideas to improve your products • Wikis © 2009 DIGITAS HEALTH and services 19 10/20/2009 CAPCPR

Map objectives to strategies to technologies Objectives Strategies Tactics Ongoing monitoring and mining of customer Listening conversations with each other, instead of • Active listening occasional surveys and focus groups Participating in and stimulating two-way • Blogs conversations customers have with each • Microblogging (e.g., Twitter) Engaging other, not just outbound communications to • Podcasts customers • Video sharing • Physician social networks (e.g., Sermo, Within3) Empowering advocates to inform and Energizing persuade other customers • Consumer social networks (e.g., Facebook) • Private communities (e.g., Communispace) • Wikis • Support forums Supporting Enabling customers to support each other • Support networks • Microblogging Helping the customer community to • Social networks Embracing generate ideas to improve your products • Wikis © 2009 DIGITAS HEALTH and services 20 10/20/2009 CAPCPR

Social IntelligenceTM The art and science of Active Listening Qualitative Analysis Real time dashboards Quantitative analysis & measurement Marketing insights & actionable recommendations © 2009 DIGITAS HEALTH 10/20/2009 CAPCPR

Social Intelligence Product Suite TM • Quick observation of online conversation supplied in modular site that can display multiple sources of public information. • Efficient monitoring of conversations as Observation they occur in near real time for Room qualitative, directional sampling Active Listening Research Influencer database, On-demand private panel Influencer ID Community organized by affiliation, community. Useful when advocates/ detractors looking to understand community dynamic or © 2009 DIGITAS HEALTH generate specific learnings that may or may not be present in the public conversation 22 10/20/2009 CAPCPR

“Legal will never approve this…”

The risks are known…and manageable Only a fraction of social media posts contain reportable AEs… SOURCE: Nielsen Online, “Listening to Consumers in a Highly Regulated Environment” 8/08 © 2009 DIGITAS HEALTH …and DDMAC enforcement has focused on long familiar issues 10/20/2009 CAPCPR

Find your balance between risk tolerance and customer benefit Least Risk More Risk Most Risk Least Customer Benefit More Customer Benefit Most Customer Benefit Limit who you touch Limit users’ actions Add safeguards Listening platform Community with limits Pre-moderated on actions community Private community Moderated contests Sponsored community Physician community Generic condition community SOURCE: Adapted from Forrester Research, How To Create A Social Application For Life Sciences Without Getting Fired, 4/09 © 2009 DIGITAS HEALTH 10/20/2009 CAPCPR 25

“But I still have to get my message out”

But messaging and conversation can be part of the same plan Social Intelligence™ Insight Mining & Activation Strategy Aligned Earned Media Strategy Optimized Paid Media Strategy Foundational © 2009 DIGITAS HEALTH Owned Media Strategy 29 10/20/2009 CAPCPR

Helping Comcast turn it around “Frank Eliason: Helping Comcast suck a little bit less” “I can give full kudos to Frank for being so personable, and as much as it pains me to say it, I have to acknowledge Comcast as a whole for bringing customer service to the digital age.” BusinessWeek: “I think it's safe Frank Eliason to call Comcast's Frank Eliason the most famous customer service manager in the U.S., @comcastcares possibly in the world.” © 2009 DIGITAS HEALTH 33 10/20/2009 CAPCPR

What can we learn from Comcast & Obama? Do we reallywant to know what our customers think about us? Are we ready to put them first? Are we willing to make the changes in our organizations that this will require? Do we know how to have a real conversation © 2009 DIGITAS HEALTH with them instead of a monologue? 34 10/20/2009 CAPCPR

Five things you can do right now • Demystify AE Reporting • Start listening • Involve your agencies •Get trained in your company’s •Work with a partner •Propagate learnings to creative, Drug Safety SOP account planning teams •Learn from what you hear •If your company doesn’t have •Use learnings to inform one for social media, help them •Fix what needs to be fixed segmentation and other market develop one •Do more of what’s valued research •Don’t forget PR • Get your hands dirty • Get your feet wet •Open your own accounts on •Identify a pilot social media Facebook, Twitter, YouTube… opportunity consistent with your company’s risk tolerance •Keep it personal, authentic, transparent, and off-hours •Test…and learn •Share value © 2009 DIGITAS HEALTH 35 10/20/2009 CAPCPR

@slarcker @Digitas_Health

Digitas Health Social Media POV

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