Physicians & Social Media


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Physicians & Social Media

  1. 1. Developing and Managing<br />a Social Media Presence for<br />Stakeholder Interaction<br />March 13, 2009<br />
  2. 2. What Are the Social Media?<br /><ul><li>Uses of Web-based, mobile and desktop platforms to share and leverage others’ beliefs, knowledge, skills and experiences
  3. 3. Components of a distributed computing model </li></ul> for meeting professional and personal needs; building consensus and supporting decisions <br /><ul><li> An evolution of the linked strands of “the Web” as originally envisioned</li></li></ul><li>Key Assumptions<br />The power of social media, like all media, rests with the perceived value of participation, even as a “lurker”<br />As content models change and new players enter, it’s just not a case of “what’s cool” but to what extent media are used to drive decisions<br />Building traffic for a microsite is a slow, deliberate, planned process<br />Viral marketing applies to all channels, with the power of peers and unasked validation<br />In new-to-you networks, participation must be fueled strategically via existing network members, providing sustainable value propositions (i.e. not just another “chat board,”) and phasing engagement in collaboration with network influencers<br />While recognizing that social equity is organic and cannot be bought<br />
  4. 4. Leveraging Social Media Interaction<br />To bring best marketing practices into social space:<br />Ask distinct audiences their most specific, relevant questions, that challenge and engage constituents on a professional level<br />Share and build on the outcomes, leveraging the spirit of open access while maintaining exclusivity with the breadth and depth of your content or offering<br />Build and maintain collaborations across time and space<br />Use social media as a frame for rich media initiatives<br />This will generate social and intellectual capital to fuel offerings that outpace competitors’<br />
  5. 5. Success in the Digisphere<br />Inducing “naysayers” comfortable with their existing information channels to participate in a new channel requires saving them time, providing a greater value for the same time and/or benefits that existing channels cannot match<br />As with clinical practice and beliefs, targeting individuals who bridge networks, are articulate, thought leaders and/or have unique opportunities for influence, is key<br />“Digital thought leaders” may or may not be as influential off line<br />SEO and SEM require daily updates of search engine policies and procedures, constant monitoring<br />As well as consideration of the nascent “semantic Web” where social and search converge based on vocabularies and tagging; where natural language search will be “the next big thing” and content defines the difference between a commodity and a relationship<br />Faster connections across devices will bring podcasts, Webcasts, mobile applications that leverage GPS/GIS and other immersive experiences to the forefront<br />
  6. 6. Unique Biomedical Considerations<br />Clinicians already have multiple “portals of necessity,” such as those associated with payors, practices, hospitals, universities, libraries, journals, databases, e-rx, EHRs, information products, e.g. Epocrates(800K HCPs) – as well as, for some, market research panels, Wall Street consultancies, manufacturer networks<br /> Every clinician and researcher has natural collaborations that may be primarily virtual or live: grantsmanship, research, publication, patient care and training/mentoring<br />Legal and regulatory pitfalls in disseminating clinical information abound: HIPAA, med mal concerns, increased transparency around manufacturer payments and conflicts of interest; FDA limitations on unapproved usage; even as open access journals and publishing models flourish<br />
  7. 7. Social Media for HCP Marketing<br />Support positioning<br />Add value to existing products and services<br />Raise awareness; create loyalty and engagement<br />Create new revenue streams and brand support<br />Leverage shifts in distribution models<br />Only a couple of decades ago, “searching the literature” meant walking into a medical library<br />Then and now, clinicians looking for the “best option”<br />With dxand rx support accessible on the desktop, mobile and social Web, the clinician seeks “instant access” to what’s relevant to her right now<br />De-identified data from claims, labs, charts and more have created richer datasets but also more ways to be wrong<br />
  8. 8. With Content and Value Still King, New Models Emerge<br />
  9. 9. Why Social Media Now?<br />New table stakes: improved stakeholder interaction and micro-targeting<br />Facebook page, allies’ blogs, Twitter, branded portals, online offers, rich media products<br />Infrastructure to support democratic marketplace of data, ideas, interaction and pricing by quality<br />As professional domains and information sources become more transparent to public scrutiny, HCPs remain interested in communities in which they can find and share insights<br />Pre-eminent peer-reviewed content providers should nurture these<br />As the print subscription model shifts into new channels and media, stakeholder communities can provide invaluable market insight<br />While also building cross-company, cross-channel stakeholder databases that remain a profitable asset for years to come<br />
  10. 10. Social Media Project Process<br /> Refine<br /> Engage<br /> Plan<br /> Learn<br />Identify influencers<br />Evaluate against KPIs<br />Refine strategy<br />Iterate content<br />Key platforms<br />User stratification<br />Queue content<br />Determine KPIs<br />Specify tactics<br />Identify internal staff participation/process<br />Launch content<br />Create tracking<br />Continue monitoring<br />Internal audit<br />External audit<br />Establish monitoring<br />Deliverables:<br />Monitor results<br />Audience identification<br />Ali activities<br />Engagement plan<br />Guidelines<br />Possible products:<br />Widgets/applications<br />Social media page design<br />Blogs/community-building<br />Screensavers<br />And more<br />
  11. 11. Phase I: Gather What’s Within<br />Internal interviews, audit<br />How do departments communicate with stakeholders?<br />What opportunities and barriers exist for improved interaction?<br />Whom do you know who’s already part of the conversation, either as an individual professional or an official representative? How can this social equity be leveraged?<br />What primary and external syndicated research exists to support audience knowledge base:<br />Media use and extent of interaction; influence on decisions of interest<br />Evolving networks<br />Daily/weekly/monthly information receipt (e.g. RSS feeds, e-newsletters, portal log-ins, blogs, aggregators, blog carnivals, etc.)<br />
  12. 12. Phase I: Monitor the Conversations<br />Third party tools help answer: <br />What, when, how, why, where are authors, journals, papers, books, rich media, databases being discussed?<br />Where could they be?<br />How are clinicians and HCPs communicating with each other?<br />How is this changing?<br />
  13. 13. Phase II: Stratify by the Evidence<br />Identify extent of overlap among your markets (specialties, roles, settings) and social media use <br />Specify what media, for what kind of messaging, are supporting what decisions or needs<br />Understand where a feasible amount of education and incentives for trial may facilitate “jump-starting” a new feature or offering<br />Assess how the competition is viewing and implementing audience stratification – what opportunities have been created?<br />Does existing stratification seem to work well or does audience interaction seem restrained?<br />For example, in some contexts, cardiologists and internists could interact well, in others not<br />
  14. 14. Phase II: Plan Engagement<br />Prioritization: which audiences are most accessible, and which platforms are most important?<br />What is the voice, vocabulary, positioning that we will use and support?<br />How should you engage in these communities?<br /><ul><li>Appropriate internal training and content repurposing
  15. 15. Outlining goals, teams, resources, timelines, milestones</li></li></ul><li>Phase II: Develop Social Objects <br />Widgets/blidgets<br />Desktop applications<br />Screen savers<br />Social network applications<br />Offer management<br />Focus on same elements as other marketing mix components: <br />Importance to meeting needs, relevance to role, setting and given any technology constraints (e.g. broadband access not always a given), ability to perceive value with and without education<br />
  16. 16. Phase II: Develop Metrics<br />What evidence of benefit can we convey to our primary targets and influencers:<br />To encourage use<br />To demonstrate and promote value proposition<br />To increase lateral (peer-driven) communication<br />What are the important KPIs for the business?<br />How will these be measured? (e.g. downloads, page views, click-throughs, comments, use of referral codes)<br />How will success be defined?<br />
  17. 17. Examples: Program Concepts<br />Widgets, blidgets, desktop/Web/mobile apps<br />Author publication (including videos, CDs, etc.) tracking; ability for “fans” to interact w/ author<br />New product release tracking, selectable by media type, specialty, role, MESH term<br />Topical search across entire catalog with any filter combination, and streamlined purchase process<br />Ability to annotate, comment on, rate content items<br />Authors’ annotations/introductions of new content<br />Create sharable favorite authors list, top papers of the quarter/year, overlooked journals, overlooked findings<br />Abstract downloads that integrate with existing Web-based notes apps and/or reference managers <br />
  18. 18. Examples: Program Concepts<br />Offer management<br />Journal, audience and program-specific discount codes<br />“Frequent flyer” (cumulative purchases) tiers<br />Special discounts/add-ons for social collaborators<br />Rewards for referrals/recommendation via embedded content, buttons, affiliations, networking<br />Strategic use of incentives to reward:<br />Content creation and sharing<br />Usable insight (without falling into the Sermo trap of potential shilling)<br />
  19. 19. Phase III: Engagement<br />Implement tactics <br />Program goals and objectives<br />Complete, high-level campaigns and development maps<br />Roles and training of employees<br />Metrics definitions and implementing tracking<br />We accumulate data to understand:<br />Where social media succeeds and does not; how other channels can be leveraged to integrate your presence<br />Desirable strategy refinements<br />Primary and secondary targets for phased expansion of presence and available applications<br />
  20. 20. Phase IV: Refinement<br />Paralleling EDC in clinical trials, social media enable accelerated marketing campaign launch, testing, refinement and ongoing evaluation<br />Market<br />Launch<br />Evaluate<br />Refine<br />Strategy<br />