Social is The New DTC

Malcolm Bohm
Chairman & CEO, Liquid Grids

liquidgrids.com

@liquidgrids
Malcolm Bohm
Chairman & CEO, Liquid Grids
 President & Founder Trialytics
 EVP Aspreva Pharmaceuticals
 NA Head of Card...
158,000,000

41,000,000

liquidgrids.com

@liquidgrids

3
People Talk About Their Health Online
100,000,000 search, discuss, share health online daily

Chronic Disease

Aging

Obes...
What the Surveys Tell Us
• 72% of adults used the web to find health information
• 43% use social media to source informat...
Social has changed Marketing Dynamics

Old Media

Social Media

liquidgrids.com
6

© 2011 Swarmology Inc.

@liquidgrids

6
A New Paradigm Online

The Healthcare Industry’s Only All-In-One Social Marketing Platform

liquidgrids.com

@liquidgrids
...
Understanding the Social Graph

Short posts & blogs

Descriptive Phrases
Conversation & Dialogue

80% Of Consumers
Low

Hi...
Educated
Professional
OR
Homemaker

Decision Maker
- Healthcare
- Domestic wares
Influencer of
- Husband
- Kids
- Other Mo...
liquidgrids.com

@liquidgrids

10
Health is Shared with Strong Ties

The Healthcare Industry’s Only All-In-One Social Marketing Platform

liquidgrids.com

@...
“another round of meds for the
shingles….sure wished they would go away
and stay away forever…be back home in 2
weeks for ...
Social Health Intelligence

Disease Personas

The Healthcare Industry’s Only All-In-One Inbound Marketing Platform

liquid...
All The Debbie’s

The Healthcare Industry’s Only All-In-One Social Marketing Platform

liquidgrids.com

@liquidgrids

14
Disease Personas

The Healthcare Industry’s Only All-In-One Social Marketing Platform

liquidgrids.com

@liquidgrids

15
The Healthcare Industry’s Only All-In-One Social Marketing Platform

liquidgrids.com

@liquidgrids

16
Key Insights

The Healthcare Industry’s Only All-In-One Inbound Marketing Platform

liquidgrids.com

@liquidgrids

17
Use Context for Content
• Identify ALL people who are mentioning any of
the key terms that define a disease
–
–
–
–
–

By ...
Hyper Targeted Contextual Ads

• Keywords Analytics
build Contextual Ads
• Campaigns
Attract, Engage and
Convert

The Heal...
Direct to Persona™ Marketing

The Healthcare Industry’s Only All-In-One Inbound Marketing Platform

liquidgrids.com

@liqu...
An Interactive Marketing Tool
1

Create Interactive
Experiences
Gives users complete control over
the viewing experience. ...
Communicating Healthcare Information
Video Coverage of Topic
Overview of Disease State- Category
Education
Text Documents,...
Ad Placement
PPC
Facebook

Twitter

The Healthcare Industry’s Only All-In-One Inbound Marketing Platform

liquidgrids.com
...
Smart Retargeting

The Healthcare Industry’s Only All-In-One Inbound Marketing Platform

liquidgrids.com

@liquidgrids

24
Case Studies

Return On Investment

liquidgrids.com

@liquidgrids
The Healthcare Industry’s Only All-In-One Inbound Marketing Platform

liquidgrids.com

@liquidgrids

26
Autosomal Dominant Polycystic Kidney Disease

The Healthcare Industry’s Only All-In-One Inbound Marketing Platform

liquid...
28

liquidgrids.com

@liquidgrids
The Healthcare Industry’s Only All-In-One Inbound Marketing Platform

liquidgrids.com

@liquidgrids

29
Attract People With Highly Contextual Ads &
Content To Make The Right Decisions

Thanks!
Q&A
liquidgrids.com

@liquidgrids
Contact Us
For more information please contact
us:
Liquid Grids Inc
4225 Executive Square, Suite 490
La
Jolla, CA 92037

t...
The Liquid Grids Advantage
• Social Health Intelligence
– Identifying the nodes of influence in your disease community
– C...
Media Drivers for Social Marketing
Owned Media
•
Content rich media are
embedded in Liquid
Content template
•
Asset manage...
Disease Grid Coding Strategy
Diagnosis

Symptom

Procedure

1Billion
Health
Posts

Treatment

ICD9
Codes

Misspelling

100...
Regulatory Landscape
• You must adhere to the prevailing and applicable FDA & FTC guidelines
• http://www.fda.gov/download...
Regulatory Landscape
Medical Devices – Paid media campaigns for specific devices are strictly
prohibited on Twitter. Medic...
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Social is the New DTC - Liquid Grids

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Social is the New Direct to Consumer - How healthcare and life science brands can utilize engaging content, powerful analytics, targeted buyer personas and inbound strategies to reach and advertise to the right health consumers at the right time.
According to a few published studies:
2% of adults used the web to find health information
43% use social media to source information
45% of users 45-64 share health experience via social media
56% likely to engage
46% of patients trust their friends online for health info
70% of patients take the info to their physician

Published in: Marketing, Business, Technology
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  • Health is the #1 search topic onlineHealth is the #3 discussion topic on FacebookHealthcare consumers are making healthcare decisions in new ways online70% of healthcare consumers take this information to their physicians officeOur objective to find who these people are, what they are discussing and empower them with the right information
  • Social is the New DTC - Liquid Grids

    1. 1. Social is The New DTC Malcolm Bohm Chairman & CEO, Liquid Grids liquidgrids.com @liquidgrids
    2. 2. Malcolm Bohm Chairman & CEO, Liquid Grids  President & Founder Trialytics  EVP Aspreva Pharmaceuticals  NA Head of Cardiovascular, Novartis  Worldwide Team Leader for Viagra  Expert in Advanced Data Analytics  Physiologist The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com @liquidgrids 2
    3. 3. 158,000,000 41,000,000 liquidgrids.com @liquidgrids 3
    4. 4. People Talk About Their Health Online 100,000,000 search, discuss, share health online daily Chronic Disease Aging Obesity 133M 40M 83M The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com @liquidgrids 4
    5. 5. What the Surveys Tell Us • 72% of adults used the web to find health information • 43% use social media to source information • 45% of users 45-64 share health experience via social media • 56% likely to engage • 46% of patients trust their friends online for health info • 70% of patients take the info to their physician The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com @liquidgrids 5
    6. 6. Social has changed Marketing Dynamics Old Media Social Media liquidgrids.com 6 © 2011 Swarmology Inc. @liquidgrids 6
    7. 7. A New Paradigm Online The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com @liquidgrids 7
    8. 8. Understanding the Social Graph Short posts & blogs Descriptive Phrases Conversation & Dialogue 80% Of Consumers Low High Probability of Conversion liquidgrids.com @liquidgrids 8
    9. 9. Educated Professional OR Homemaker Decision Maker - Healthcare - Domestic wares Influencer of - Husband - Kids - Other Moms liquidgrids.com @liquidgrids 9
    10. 10. liquidgrids.com @liquidgrids 10
    11. 11. Health is Shared with Strong Ties The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com @liquidgrids 11
    12. 12. “another round of meds for the shingles….sure wished they would go away and stay away forever…be back home in 2 weeks for more tests…loving life” “sounds like im going to have to be the mean daughter to my bull headed dad and load his butt up to drive to the doc tomarrow, he has a large spot on his hip that itchs and is hot and im hoping its not the shingles” liquidgrids.com @liquidgrids 12
    13. 13. Social Health Intelligence Disease Personas The Healthcare Industry’s Only All-In-One Inbound Marketing Platform liquidgrids.com @liquidgrids 13
    14. 14. All The Debbie’s The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com @liquidgrids 14
    15. 15. Disease Personas The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com @liquidgrids 15
    16. 16. The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com @liquidgrids 16
    17. 17. Key Insights The Healthcare Industry’s Only All-In-One Inbound Marketing Platform liquidgrids.com @liquidgrids 17
    18. 18. Use Context for Content • Identify ALL people who are mentioning any of the key terms that define a disease – – – – – By Symptom By Diagnosis By Treatment By Procedure Other • Use their language to attract their attention The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com @liquidgrids 18
    19. 19. Hyper Targeted Contextual Ads • Keywords Analytics build Contextual Ads • Campaigns Attract, Engage and Convert The Healthcare Industry’s Only All-In-One Inbound Marketing Platform liquidgrids.com @liquidgrids 19
    20. 20. Direct to Persona™ Marketing The Healthcare Industry’s Only All-In-One Inbound Marketing Platform liquidgrids.com @liquidgrids 20
    21. 21. An Interactive Marketing Tool 1 Create Interactive Experiences Gives users complete control over the viewing experience. Provides progressively deeper levels of information/education. All information necessary to make decision without leaving client content. 2 4 4 Make Sharing Easy and Obvious 3 The entire destination is easily shared through social media channels and email. All content can be updated while unit is in distribution. 3 Drive Viewers to Action Viewers can register for programs and download coupons and be directed to doctor offices right from capsule. The Healthcare Industry’s Only All-In-One Social Marketing Platform 21 liquidgrids.com Extend the Story Visually Extends engagement via multiple videos, images, and the ability to save and share all or just pieces of content. @liquidgrids 21
    22. 22. Communicating Healthcare Information Video Coverage of Topic Overview of Disease State- Category Education Text Documents, Images, Links to Client Websites and More Information Call to Action – Enrollment, Physician Referral, etc.. Video FAQs Testimonials – KOLs, Physicians, Patients The Healthcare Industry’s Only All-In-One Social Marketing Platform 22 liquidgrids.com @liquidgrids 22
    23. 23. Ad Placement PPC Facebook Twitter The Healthcare Industry’s Only All-In-One Inbound Marketing Platform liquidgrids.com @liquidgrids 23
    24. 24. Smart Retargeting The Healthcare Industry’s Only All-In-One Inbound Marketing Platform liquidgrids.com @liquidgrids 24
    25. 25. Case Studies Return On Investment liquidgrids.com @liquidgrids
    26. 26. The Healthcare Industry’s Only All-In-One Inbound Marketing Platform liquidgrids.com @liquidgrids 26
    27. 27. Autosomal Dominant Polycystic Kidney Disease The Healthcare Industry’s Only All-In-One Inbound Marketing Platform liquidgrids.com @liquidgrids 27
    28. 28. 28 liquidgrids.com @liquidgrids
    29. 29. The Healthcare Industry’s Only All-In-One Inbound Marketing Platform liquidgrids.com @liquidgrids 29
    30. 30. Attract People With Highly Contextual Ads & Content To Make The Right Decisions Thanks! Q&A liquidgrids.com @liquidgrids
    31. 31. Contact Us For more information please contact us: Liquid Grids Inc 4225 Executive Square, Suite 490
La Jolla, CA 92037 
tel 858.768.5139
info@liquidgrids.com malcolm@liquidgrids.com The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com @liquidgrids 31
    32. 32. The Liquid Grids Advantage • Social Health Intelligence – Identifying the nodes of influence in your disease community – Classification per disease stage: symptom, diagnosis, treatment and procedure • Direct to Persona™ Marketing – Building specific Personas for messaging outreach – Guaranteed impressions • Liquid Content – – – – Interactive, agile, trackable visual tool Ability to switch content in real time Promoted using Earned & Paid Media and Re-targeting Guaranteed Impressions The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com @liquidgrids 32
    33. 33. Media Drivers for Social Marketing Owned Media • Content rich media are embedded in Liquid Content template • Asset management system organizes and monitors all interactions Paid Media • Social Media Ad buys and retargeting ad inventory • Multi-attribution technology tracks conversions over time • Used surgically and to enhance scale and predictability where necessary The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com Earned/Shared Media • Press Release distribution to thousands of online media points, daily newspapers, social media channels, radio and television stations • Search engine optimization of text and video content • Targeted distribution to key online influencers, bloggers, vlog gers, etc • Social media and email functions, content sharing @liquidgrids 33
    34. 34. Disease Grid Coding Strategy Diagnosis Symptom Procedure 1Billion Health Posts Treatment ICD9 Codes Misspelling 100M+ Unique Posters HCPCS Codes NDC & Rx Codes OTC Drugs liquidgrids.com @liquidgrids 34
    35. 35. Regulatory Landscape • You must adhere to the prevailing and applicable FDA & FTC guidelines • http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryIn formation/Guidances/UCM285145.pdf • http://www.ftc.gov/os/2013/03/130312dotcomdisclosures.pdf • In particular, when conducting paid media campaigns you must adhere to the Ad policies of the social networks • https://www.facebook.com/help/adpolicy • http://www.twitter.com/adspolicy The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com @liquidgrids 35
    36. 36. Regulatory Landscape Medical Devices – Paid media campaigns for specific devices are strictly prohibited on Twitter. Medical device companies may transmit unsponsored Tweets about the company, its resources e.g. white papers, trial results and the disease(s) in general that the medical device(s) address. Pharma/Biotech – Paid media campaigns can only be undertaken for products that do not carry Black Box warnings. These campaigns must be unbranded and address the target disease only. Any mentions of or claims about the drug/product are strictly prohibited. It is ok to mention that an ad, post or tweet is sponsored by the manufacturer. It is permitted to direct consumers from an ad to a sponsored (but unbranded) landing page. Hospitals/Surgery Centers/Physician Practices – Paid media campaigns may advertise the facilities and their services. The Healthcare Industry’s Only All-In-One Social Marketing Platform liquidgrids.com @liquidgrids 36

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