SOCIAL MEDIA LANDSCAPE / INTRODUCTIONGENESIS OF THE PROJECT:Clear need for an industry-wideconversationTime is right as there are now manymature examples
SOCIAL MEDIA LANDSCAPE / INTRODUCTIONOUTPUT OF THE PROJECT:DHC databaseThis talkFull report
SOCIAL MEDIA LANDSCAPE / INTRODUCTIONKudos to Dose of Digital for kickstarting their wikiDHC and Klick Health created a newindexDHC the independence andauthority to push this projectforward and to keep it alive withquarterly updates
SOCIAL MEDIA LANDSCAPE / INTRODUCTIONWHY US?MANY years experience indigital healthcare marketingAs a team, we bring a powerfulmix of domain expertise and 3rdparty independence
SOCIAL MEDIA LANDSCAPE / CAVEATSThis is not the end.It is the beginning.
SOCIAL MEDIA LANDSCAPE / CAVEATSINTENTION IS TO START A CONVERSATION ABOUTWhere we are as industryWhat we can learnWhat we can do
SOCIAL MEDIA LANDSCAPE / CAVEATSWe’re inferring thegoals of the sites basedon our expertise.
SOCIAL MEDIA LANDSCAPE / CAVEATSThis is not endorsed by the FDA,but represents a collection ofendeavors that have been aroundfor a while and have not generatedwarning or untitled letters. Draw yourown conclusions and proceedaccording to your own comfort levels.
SOCIAL MEDIA LANDSCAPE / METHODOLOGYDHC indexed 3500social properties inPharma, Biotech, &Medical device verticals
SOCIAL MEDIA LANDSCAPE / METHODOLOGYDHC AND KLICK NARROWED IT DOWN TO 21FILTERED OUT 3RD PARTY AND "SPAMMY" PROPERTIES4 TIERS OF PROPERTY ! Corporate page ! Affiliate page (HCP or group associated with the Corporation) ! Automatically generated "Community" pages ! Pure spam
SOCIAL MEDIA LANDSCAPE / ANALYSISRATINGS FOR EACH ATTRIBUTEPopularity EditorialComments / EngagementInteractionApps (Facebook only) IntegrationRegulatory Ratings (")
SOCIAL MEDIA LANDSCAPE / ANALYSISRESULTS COMPARED TO TYPICAL DRIVER FOR EACH AUDIENCE CATEGORY NOTES RATING Popularity We tried to get a feel for engagement and influence of the property using raw """ numbers and, where possible, 3rd party tools. Editorial This 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? Comments Are social users responding to the content? Comments, likes, retweets, """ mentions, etc. This is an indication of the quality of fan engagement. Engagement Is the channel responding to other users? We look for appropriate reactions to """ mentions and requests for discussion. Contrast with “broadcast” use of the channels. Apps On the Facebook channel we look at the Apps and make a call about how """ useful they are to Facebook fans. Integration We 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.
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.
BRANDED / TWITTER / RACE WITH INSULIN OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS ACCOUNT:
BRANDED / YOUTUBE / PSORIASIS MATTERS OVER%ALL%RATING:%% """ A nice example of an extensively customized YouTube channel that incorporates brand patient testimonials in a highly visual and interactive way. Custom Channel
BRANDED / YOUTUBE / PSORIASIS MATTERS OVER%ALL%RATING:%% """ An example of a YouTube watch page that has media used to present ISI and related videos limited to the channel. Watch Page
BRANDED / YOUTUBE / PSORIASIS MATTERS OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS CHANNEL:
CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER%ALL%RATING:%% """ A good example of an enhanced channel with enough content to make some inferences about what topics resonate with the YouTube audience. Enhanced Channel
CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER%ALL%RATING:%% """ WATCH PAGE AFTER CORPORATE CAMPAIGN
CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER%ALL%RATING:%% """ Video Analysis 100,000+ 30,000 - 100,000 UNDER 30,000
CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER%ALL%RATING:%% """WHAT WE CAN LEARN FROM THIS CHANNEL:
SOCIAL MEDIA LANDSCAPE / SUMMARY OF INSIGHTSCROSS CHANNEL REGULATORYWHAT WE KNOW SO FAR:! Corporate channels are much more advanced than branded or condition channels! DTC rules about ISI are clear! Think about all of the consumer approach vectors to your information. Make sure youre compliant on all vectors ! e.g., Google search results, social sharing meta data! FDA understands that user generated content is the user’s. Allowing sharing is completely ok, as long as you dont populate the shared content with material that violates the rules
SOCIAL MEDIA LANDSCAPE / INSIGHTS – BRANDEDCURRENT STATE OF THE NATION IS:Comments are turned off, and social is used as broadcastNEXT HORIZON:! Finding a way to interact in a branded context! For example: I Am Generess
SOCIAL MEDIA LANDSCAPE / INSIGHTS – CORPORATE! Offline brand = online followers. The bigger you are offline, the bigger you are online.! Understand the role of your social property. Track metrics that matter. (Total fans vs. regional share)! You can request that spam sites are taken down. You own your brand, and the social channels will support you
SOCIAL MEDIA LANDSCAPE / WHAT’S NEXTGet the full report:http://digitalhealthcoalition.org/http://klick.com/If youre interested in this type of content, check out the FUTURE15App in the iTunes App Store.
SOCIAL MEDIA LANDSCAPE / WHAT’S NEXTAs an industry were always learning. As the FDA letter about sitesearch from January 29th shows, we need to learn from each other.If you know of a site that should be here, we need to know about it.HERES HOW:http://digitalhealthcoalition.org/publications/social-media-landscape/@digitalhealthco@klickhealthIf youre interested in this type of content, check out the FUTURE15App in the iTunes App Store.