Social Media for Health 201


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Two years ago, we created a Social Media 101 class – basically, a bootcamp for pharma marketers who wanted to understand how social media was changing how people learn about, evaluate, and ultimately make healthcare decisions.

Today, social destinations are among the most popular on the web. They are an essential part of many of our lives. And, they have truly revolutionized how we think about health.

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Social Media for Health 201

  1. SOCIALHEALTHA 201 on social media for healthcare marketing
  2. SOCIAL MEDIA CONTINUES TOREVOLUTIONIZE HOW WE MAKEHEALTHCARE CHOICESTwo years ago, we created a Social Media 101 class – basically, a bootcampfor pharma marketers who wanted to understand how social media waschanging how people learn about, evaluate, and ultimately make healthcaredecisions.Then, the trust graph was in major flux. People were figuring out how to usesocial connections (not just Dr. Google) to benefit their health. And, decidingif they were willing to interact with brands in that space.Today, social destinations are among the most popular on the web. They arean essential part of many of our lives. And, they have truly revolutionizedhow we think about health.
  3. HEALTHCARE EXPERTS AND BRANDSARE RIGHT THERE WITH USIt has been months since weheard someone say in a meeting:“we’re waiting to see the FDA’sguidance on social media beforewe get involved.”Sometime in 2011, we allseemed to collectively realize:It’s just not going to be thateasy. Instead, pharma wouldhave to find its own way. Todate, at least 60 pharma brandshave done just that. They’ve builtinternal guidelines, testedapproaches and actively gotteninvolved in social media.
  4. IN THIS 201, WE’LL LOOK ATFOUR TOPICS:1. Social health today: Ways people and professionals are using social media to support their health2. Big impact by brands: Best-of examples from health and pharma brands on social platforms3. What’s next: Top trends to watch in social health4. Your questions: And, answers for brand managers who want to get involved in social health
  5. SOCIAL HEALTHTODAY5½ big shifts in how we use social
  6. 1 OUR FIRST ANSWER IS: “I DON’T KNOW, BUT I CAN TRY TO FIND OUT” The internet has changed people’s relationships with information. Online resources, including advice from peers, are a significant source of health information in the U.S. DO OUR OWN RESEARCH SEE OTHER’S EXPERIENCES 80% of internet users have looked 23% of social network site users online for information about any of have followed their friends’ 15 health topics such as a specific personal health experiences or disease or treatment. updates on the site.Pew Internet and American Life Project, 2011
  7. 2 HEALTH IS HAPPENING ON MAJOR SOCIAL NETWORKS say they have used social media to find health- 40% related consumer reviews (e.g. of treatments or physicians) are using YouTube, Facebook and Twitter to find medical information, research and share 1/3 their symptoms, and offer opinions about doctors, treatments, drugs, and health plans have "posted" about their health experience 1:4PwC Health Research Institute survey, 2012
  8. 3 HEALTH COMMUNITIES ARE MORE POPULAR THAN AMERICAN IDOL More people visit the top five health community sites each month than watch a typical episode of American Idol. 18 million 23.5 millionNielsen, March, April 2012
  9. 4 THE CROWD IS OUT-CREATING THE EXPERTS A recent report found that social media activity by hospitals, health insurers and pharmaceutical companies is miniscule compared to the activity on community sites. 8:10 X24 healthcare companies have multiplier of how much a presence on various more content was on social media sites community sites in a weekPwC Health Research Institute survey, 2012
  10. 5 COMMUNITY IS HAVING A REAL IMPACT ON HEALTHLots of research has shown the impact that the support of friendsand family can have on someone’s health or habit change. Newresearch is showing that strangers connected via social media canhave a similar impact. A study of My Quit Coach showed that more than twice as many users succeeded at changing their habit with live- tracking and focused social community support.
  11. 1/2 WOMEN DOMINATE SOCIALWhile not strictly about health, this trend is incredibly interesting tomarketers: Women, overall, are significantly more likely toengage with social media than men.How likely each is to do the following compared to the averageAmerican adult: WOMEN MEN Build or update a personal blog +8% more likely -9% less likely Fan/follow a brand +18% more -21% less likely likely Create a social profile +6% more likely -7% less likely Go online to purchase a +12% more -14% less likely product seen on TV likely
  12. BIG IMPACTBY BRANDSHow leading pharma brands are building connections insocial media
  14. COMMUNITY: NOVARTIS KNOWSAGE CHANGES EVERYTHINGAround 30,000 people inthe U.S. have cysticfibrosis – each of them ina fight for life. Novartismade a special investmentin helping connect youngpeople struggling with thisdisease. OnCFVoice, people canconnect with just their agegroup, see greatvideos, play interactive cfvoice.comgames and share adviceand support.
  15. COMMUNITY: BIOMARIN PAIRSCOMMUNITY WITH is a lasting resource forfamilies and physicians dealingwith a PKU diagnosis. It includesquick-start information for parentsand true communities for teens.The community/site also providesdeep professional resources -including a peer-to-peerexchange. This unbranded sitehas such powerful content that itappears on the first page ofGoogle search results for thecondition.
  16. COMMUNITY: J&J BRINGSCAREGIVERS TOGETHERStrength For Caring is designedto provide family caregivers with abroad range of expert content andinformation, an emerging onlinecommunity, daily inspiration, andmuch needed support.The initiative is partnering withother caregiving organizationsacross the country and isexpected to launch new tools andprograms in the coming months.
  17. COMMUNITY: GSK HELPS USERSHELP THEMSELVESWhen GSK launched their newdiet supplement, they knewpotential buyers would have alot of questions – and they’dwant answers from their peers.So, they designed a productwebsite that had communitybuilt in.In alli circles, people can use amessage-board-stylecommunity to ask each otherfor advice, support, andsometimes just an idea fordinner.
  18. VIDEO: J&J ATTRACTS MASSESWITH JUST-IN-TIME EDUCATIONWith 6.3 million lifetime videoviews and over 5,500 visitorsconverting tosubscribers, Johnson & Johnsonhas, by far, the largest followingon YouTube.Video content is primarilytargeting consumers with an arrayof clips, organized intoplaylists, about certain conditionssuch as autism and diabetes andspecific brands such as Acuvue.Most impressively, the content istimely. Over the course of theH1N1 (Swine Flu)outbreak, Johnson & Johnson 11 videos educatingvisitors on the virus and how toprotect themselves.
  19. VIDEO: BI CREATES PLAYLISTSTO MAKING NAVIGATING EASYBoehringer Ingelheim’s YouTubechannel features nearly 80 videoswith content for patients andphysicians. The variety of contenthas lead to 522 currentsubscribers and 248,000 lifetimeviews of videos.Thanks to specific playlistsfocused on conditions and othercollections targetingphysicians, BI’s channel isintuitive and easy-to-use (even forfirst time viewers). The socialmedia banner at the top is well-designed and a really nice touch highlights other channels inwhich BI engages with patientsand physicians.
  20. VIDEO: GE HEALTHCARE GIVESVISITORS AN INSIDER’S LOOKThe GE Healthcare YouTubechannel is a complete hub forinformation and content aroundthe healthcare practice at GE.With videos regarding news &asset management to patientexperience stories, GE hasattracted visitors from investors topatients. Scrolling down the pagegives the visitor a peek into GEHealthcare’s social world with realtime social updates and links totheir Facebook and Twitter feeds.
  21. VIDEO: LUNESTA HAS CREATED ATRUE BRAND HUBLunesta (Sunovion) has built themost customized channel of any ofthe brands we reviewed.The Lunesta channel matches thelayout and much of the functionalityof the brand’s officialwebpage, creating not only aconsistent experience across thechannels but also makes theYouTube channel a hub for all brandcontent. They’ve loaded the channelwith tons of resources andconversion points. Lunesta hasn’tupdated their page in a while, buthave done a nice job designing thepage. More consistent content couldlead Lunesta to one of the top video in pharma.
  22. VIDEO: MILLENIUM IS BUILDINGAN ONGOING VIDEO SERIESThe Millennium US YouTubechannel rounds out our favoritevideo campaigns. But, we’veranked this one not so much onits current state but more forpotential. Launching in August2011, the volume of contentdoesn’t stack up to others on thelist, but they have developed aneducational video series definingterms in the field of oncology toeducate patients and theircaregivers. The series, calledOncTerm, highlights popularterms used by oncologist anddefines what they mean inlayman’s terms. Currently, the updates once each month.
  23. FACEBOOK: ABBOTT NUTRITIONREALLY GETS NURSES TALKINGNightNurseNation was created byAbbott Nutrition and is intended tobe a platform to represent theinterest of night nurses across theUS. Abbott does an exceptionaljob at curating content fromacross the web, including surveysand studies, workplacetopics, and inspirational videos allwhile (subtly) suggesting Abbottproducts to keep nurses, theirfamilies and their patients healthy.Abbott highly encourages nursesto share their own content, videosand photos and leave comments others – many posts havedozens of comments.
  24. FACEBOOK: BAYER CONNECTSSURVIVORSSponsored by Bayer, I amProHeart is a place for survivorsof major heart issues and theirsupport network to share storiesand work to live healthier lives. Itis apparent the posts by Bayerare well-thought out as most areconversation starters versus justlinks to other content; and thecommunity appreciates that, too.Most posts have hundreds of likesand comments. Overall, a nicebalance between the cause andthe brand.
  25. FACEBOOK: SANOFI PARTNERSUP TO COMBAT WHOOPINGCOUGHThe Sounds of Pertussis campaignto bring awareness to whoopingcough is a co-sponsored programbetween Sanofi Pasteur and theMarch of Dimes with a celebrityendorsement from NASCAR driverJeff Gordon. The level ofengagement between users is at ahigh-level but there has been noresponse from the brands, leavingsome fan questions unanswered.Regardless, the content is rich withconversation starters, photos andvideos of news stories from across country.
  26. FACEBOOK: EMD AND PFIZER ADDGAMES TO THEIR PAGEMS Voices is sponsored by EMDSerono and Pfizer. Throughoutthe Timeline, people affected byMS share their stories and offersupport for fellow communitiesmembers. MS Voices takesadvantages of FacebookApps, most notably creating a MSCrosswords game that allowsfans to compete as a singleplayer or invite Facebook friendsto compete against them incrossword puzzles about MS.Users can share the game and results across their network. mmunity
  27. FACEBOOK: LILLY SUPPORTS ACOMPETITION WITH COMMUNITYIn 2004, Lilly Oncology createdLilly Oncology On Canvas:Expressions of a Cancer JourneyArt Competition and Exhibition tohelp people affected by cancercope with the emotional side ofthe disease. While there is anofficial webpage for thecompetition, the Facebook pageis used to share support in cancerdiagnosis and promote the call forentries for the biennialcompetition. Artwork is notdisplayed on the Timeline but a app allows visitors to asview past winners.
  28. ACTIVE LISTENING: ASTRAZENECA COMES TO THE RESCUEComcast, Dell, Zappos and otherconsumer brands created theexpectation that brands werelistening. Now, pharma is usingTwitter for real-time responseNexium listens for people withcomplaints about its products andthen directs them to its customerservice line to find help. Greatway to show you’re listening andfind new ways to use biginvestments (like a call center)
  29. ACTIVE LISTENING: UCBSCIENTISTS LISTEN ON PLMTwo years ago, UCB made apowerful commitment: it wouldsponsor and listen to the epilepsycommunity on Patients Like Me.The company was looking for on-the-ground research with a wide-cross section of patients. Whatthey learn about epilepsy will helpimprove drug safety and lead tonew advances in care.
  30. ACTIVE LISTENTING:BIRDSNBEES ANSWERS SMSThe Adolescent PregnancyPrevention Campaign of NorthCarolina has a different kind ofactive listening – one that repliesto texts.“You text us a questionto 36263. Within 24 hours, wetext you back with an answer. It’sthat simple. We won’t judge youor preach to you; you get the bestadvice and information that wecan offer free of charge. Allquestions are welcome and no is too outrageous. We’rehere to help.”
  31. WHAT’S NEXTTrends we think will change social health
  32. MOBILE HEALTH WILL BLUR THELINES BETWEEN FORMAL CAREAND PEER INTERACTIONThe growth of telehealth willmake our interactions withhealthcare professionals more This online carecasual and immediate – further manager from thechipping away at the Veteransexceptionalism of medical Administration, letsexpertise. users initiate in- home telehealth visits with theirWe also expect to see a rise in primary care teamthe number of doctors actively and specialistslistening and responding insocial media to build a targetedpractice base.
  33. RISE OF THE SOCIAL RX Physicians are already writing Rx’s for what to take and where to learn:100% We expect a growing number Yes, to specific 80% Yes, to Yes, to sites of these recommendations to specific sites specific sites be social – taking people to 60% places where they can learn Yes, but not to from their peers, in a Yes, but not Yes, but specific sites not 40% specific sites safe, trusted environment. specific sites 20% No No No 0% Primary Care All Physicians Pain Specialists All PhysiciansManhattan Research, 2011
  34. THE BIG PUSH TO SELF CAREThe FDA recently held hearings aboutusing technology to expand the number ofmedications that can be administered overthe counter. That’s right: prescribing byself-screening.The testimony focused on drugscommonly prescribed for highcholesterol, high blood pressure, migraineheadaches and asthma. The agency alsomay explore easier access to diabetes Look, too, for new self-guidedtreatments. diagnostics that turn the pharmacy into an on-demand exam roomWhen the tools and the crowd becomethe expert, social communities andopen platforms become moreimportant. Cracking that new point ofinfluence will put social media back in thespotlight.
  35. MORE, MORE VALUABLE MEANINGFROM THE SOCIAL GRAPHYou’ve probably heard peoplelike us say that social mediais the world’s biggest focusgroup – the hard part is howto actually mine it for realinsight.Look for big advances in thealgorithms that sort andsearch social media. Weexpect to see innovative waysto make data more Sickweather uses real time using datacomparable, trends more from social networks to track communicable diseases – from city tovisible and action more city, or even through networks of friends.doable.
  36. TOP QUESTIONSWhat marketing leaders like you ask us about socialmedia
  37. WHAT ABOUT ADVERSE EVENTS?We might as well start withthe big one, right?The good news is: Studies haveconsistently shown that theamount of AE conversation that issocial is a fraction of one percentof the branded chatter.Visible Technologies did the mostrecent study. They analyzed257,177 posts mentioning one ormore of 224 Rx and OTC brandnames. Only 0.3 percentactually contained a report ofan AE experience. And, only 14percent of those posts had anidentifiable full name and contactmethod.
  38. WHEN WILL WE GET GUIDANCEFROM THE FDA?Late last year, the FDA quietly released draft guidance on unsolicitedrequests for off-label information. For the first time – it included guidancefor social media.The FDA noted that this was the first of a series of planned releases.Although reception of the new guidance was mixed, one thing was clear –the FDA has become incredibly savvy about the role digital plays in helpingconsumers make healthcare choices.One thing that’s unlikely to ever happen: Straight social mediaguidance. For the FDA, it’s about the message, not the medium. They’vecreated guidelines for promotion and advertising (fairbalance, truthful, adequate disclosure of risk, etc). They expect us to figureout how to apply them on Twitter.
  39. HOW DO BRANDS TYPICALLY GETSTARTED?The most effective social mediaefforts start with one question: What do you want to accomplish? • Listen to and gather feedback from your customers, employees, investors • Learn how your brand is perceived by loyalists and detractors • Build lasting relationships with key stakeholders • Drive new product and service awareness and adoption • Act quickly and in a multi-faceted way to crises • Improve customer service by providing immediate solutions
  40. HOW DO BRANDS TYPICALLY GETSTARTED? (continued)From there, you want to build the rightfoundation: Start listening Audit the space Build internal Develop a pilot plan guidelines
  41. WHAT IF I DON’T HAVE THERESOURCES TO DO THIS MYSELF?Long term, social engagement should definitely become part ofevery marketing organizations core competency. In the short term:there’s lots of help from your agency partners. Distill the Uncover newconversation ideas and Build a clear strategy • Consumers opportunities • Action plan • Caregivers • Operations plan • Workshops • Professionals • Measures and metrics • Planning summits • Investors • 101s
  42. WHAT REALLY GOES INTO BUILDING PLAN? Basically what you’re looking for is a balanced approach – one that considers the needs of the brand and the people, ultimately creating a unique, valued experienceTHE MARKETPLACE What assets What the THE BRAND What What people SOCIAL MEDIA and brand wants competitors want and OPPORTUNITY resources to are doing need are available accomplish
  43. SHOULD MY BRAND REALLY BEON FACEBOOK?A little told me that isn’t the rightfor every brand. Here’s how you can tell: • Can you join your audience in a cause? • Does your brand have advocates? • Are you open to a dialog? • Do you have questions for your fans? • Is your audience searching there? • Do you have something new to share?