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Bmakers healthcaresocialmediaprinciples
- 2. The Principles BeAware, Not Afraid Monitor and Get Involved All About E.V.E. Prepare to Surrender Control It’s Not About You
- 3. Be Aware, NotAfraid
- 4. Be Aware, NotAfraid The #1 objection to social media among healthcare companies: Adverse Event Reporting
- 5. Be Aware, NotAfraid The Myth: If given a forum, patients will post “adverse events” that need to reported to FDA.
- 6. Be Aware, NotAfraid The Reality: 1 in 500 posts actually contain all the information required for an adverse event report.
- 7. Be Aware, NotAfraid Required for reporting: 1. an identifiable patient 2. an identifiable reporter 3. a specific drug or biologic involved in the event 4. an adverse event or fatal outcome Only 1 in 500 posts have all this info. Get Nielsen’s Whitepaper: http://bit.ly/YqmrD
- 8. Be Aware, NotAfraid Summary Very few posts will ever have a reportable adverse event Use adverse events as a “canary in the coalmine” to identify issues before they become too large to manage Develop a simple policy for handling these issues
- 9. Monitor and GetInvolved
- 10. Monitor and GetInvolved Be aware of what people are saying about you Join the community now and not during a crisis when it’s too late
- 11. Monitor and GetInvolved A crisis like this... Video URL: http://www.youtube.com/watch?v=BmykFKjNpdY
- 12. Monitor and GetInvolved One tweet starts a firestorm
- 13. Monitor and GetInvolved Leading to a public apology
- 14. Monitor and GetInvolved One weekend and just 7000 Tweets to take down Motrin
- 15. Monitor and GetInvolved Summary Some Lessons Learned: Neither McNeil nor the agency that created the ad had a Twitter account Neither were monitoring Twitter for brand mentions
- 16. Monitor and GetInvolved Start Here... More Info: http://bit.ly/Zeja
- 17. It’s All AboutE.V.E.
- 18. No, not thatone...
- 19. All About E.V.E. Expected Visitor Experience (E.V.E.): the set of activities and functions that an average user would expect to find and use on a specific digital platform. “Does your social media program work like I think it should to work?”
- 20. All About E.V.E. Don’t be this guy. Shouting, but no one’s listening.
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- 22.
- 23. P.S.: You act“conservatively” on Twitter to avoid a warning letter... Irony ...and then violate FDA rule one by not providing fair balance where product and usage are mentioned
- 24. You take theleap onto YouTube....
- 25. ...but disable somefavorite features
- 26. ...but disable somefavorite features This isn’t what the people want. Remember: It’s all about E.V.E.
- 27. All About E.V.E. Summary Use each social media site as it was intended or you’ll find yourself alone This means (for example)... ...you have to interact on Twitter ...you have to enable “The Wall” on Facebook ...you have to allow comments and ratings on YouTube ...you have to permit comments on your blog
- 28. Prepare to SurrenderControl
- 29. Prepare to SurrenderControl You can’t control what people say about your brand If you try to, you instantly lose credibility with the community (and sales)
- 30. Prepare to SurrenderControl You can’t control what people say about your brand If you try to, you instantly lose credibility with the community (and sales) And besides, you’ve already lost control
- 31. Prepare to SurrenderControl
- 32. Prepare to SurrenderControl I would “hold” the medication until you go see your doctor in person Who is “catspajamas” and why is he/she giving medical advice about your brand?
- 33. Prepare to SurrenderControl
- 34. Prepare to SurrenderControl Do you have ratings on your product site?
- 35. Prepare to SurrenderControl Don’t worry...iGuard is doing it for you. Okay with you?
- 36. If you’re participating,be honest...
- 37. If you’re participating,be honest... An AstraZeneca IP address
- 38. If you’re participating,be honest... ...someone will figure it out and tell the world.
- 39. Prepare to SurrenderControl Summary Know that you can’t control what people say about your product You CAN correct inaccurate information, but do it openly and supported by facts Never, ever pretend to be someone else
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- 41. It’s Not AboutYou Customers care about their needs and not your products You must meet your customers’ needs first before your own Bringing “meaning” to your customers is how you get their attention and loyalty
- 42. It’s Not AboutYou You Promise This -- “Review Treatments”
- 43. It’s Not AboutYou You Promise This -- “Review Treatments” But Give Me This -- A mention of your drug
- 44. It’s Not AboutYou You Promise This -- “Review Treatments” But Give Me This -- A mention of your drug What if you actually gave me what I was promised?
- 45. It’s Not AboutYou How many more pairs of Nikes does the free Nike+ application sell?
- 46. It’s Not AboutYou Community created by Valeant, the makers of Diastat Acudial for seizures. Does anyone seem to mind?
- 47. It’s Not AboutYou The best source for PKU information happens to have been created by the brand that makes a treatment for PKU. What are you the best source of?
- 48. It’s Not AboutYou 200,000 posts all about your product...on your site. Where is everyone discussing your product?
- 49.
- 50. It’s Not AboutYou For more examples go here: http://bit.ly/B3PR7
- 51. It’s Not AboutYou Summary Start with unbranded experiences to help your community of customers – education and awareness is part of your remit Let the discussion take center stage and don’t sell Customers will flock to the places where there is genuine value
- 52. The Principles BeAware, Not Afraid Monitor and Get Involved It’s All About E.V.E. Prepare to Surrender Control It’s Not About You
- 53. Starting Tomorrow... Learnfrom others (for examples go here: http://bit.ly/B3PR7) Imitation is the sincerest form of flattery, so learn from others. Get involved and familiar with the technology You won’t know what works until you see for yourself. Find out where your customers are and what they’re doing Don’t do something unless your customers are also. Educate your colleagues You may understand it all, but do the people who have to approve it? Try something Start small, but just start. See what it’s like before you commit big money.