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Slide deck from a presentation at the 2011 DTC Perspectives conference in New Jersey
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Healthcare Social Media Strategy Tips
1.
Casey Quinlan the "Mighty
Mouth“ Mighty Casey Media LLC www.mightycasey.com Welcome to the session! We’ll be starting momentarily. © Mighty Casey Media LLC
2.
Healthcare, Social Media? There's an
app for that** **by the way ... the app is YOU © Mighty Casey Media LLC
3.
Fire hose? © Mighty
Casey Media LLC
4.
Find your focus
+ friends • Who are your customers? • Who do they trust? • What are their issues? • Where do they hang out? • HOW DO YOU HELP? © Mighty Casey Media LLC
5.
First questions Who do
we help? What are their issues? How do we help them? © Mighty Casey Media LLC
6.
Next questions Where do
our peeps hang out online? Who are the community leaders? © Mighty Casey Media LLC
7.
The perpetual question(s): Am
I helping? Am I selling? © Mighty Casey Media LLC
8.
The perpetual question(s): *sell
on SM = #fail Am I helping? Am I selling?
9.
Must-have technology © Mighty
Casey Media LLC
10.
It's a CONVERSATION NOT
a monologue ... © Mighty Casey Media LLC
11.
A successful approach Customers (sometimes
called "patients") Marketing team Clinical team Equal partners, all LISTENING.© Mighty Casey Media LLC
12.
The perpetual question (again): Am
I helping? Am I selling?* *remember: sell on SM = #fail © Mighty Casey Media LLC
13.
Be a revolutionary Instead
of pushing "ask your doctor about ... " Ask yourselves "what should we ask our PATIENTS about?" © Mighty Casey Media LLC
14.
Success story © Mighty
Casey Media LLC
15.
AZ #rxsave strategy •
Used Twitter and company blog to promote the chat • Established rules of engagement up front • No specific meds/condition questions on Twitter • Directed individual ?s to corporate site and call-in lines • After initial chat, total of 2,000 tweets using #rxsave, steady follower increase • Patients, providers, and company reps participated © Mighty Casey Media LLC
16.
Glamour "Don't"s
17.
The cost to
KV Pharma • Consumers (a/k/a "patients") are savvy + price-aware • Customers come before shareholders (no customers = no revenue = NO share value) • If it's all about shareholder value, you'll wind up at #epicfail • The snapshot: • Share price 2/2/11: $1.51 • Share price 3/8/11: $13.07 (+865.56%) • Share price 10/7/11: $1.22 • You do the math ... © Mighty Casey Media LLC
18.
Let's review • Identify
your customers + their community • Then identify the influencers in that community • Know that we are smarter than you think • Know that we talk to each other constantly • LISTEN to our conversations • Contribute value, not a sales pitch • Be human 1st, then be a brand TELL THE TRUTH!! © Mighty Casey Media LLC
19.
Be there. Be
real. Listen. © Mighty Casey Media LLC
20.
Questions, comments welcome! Casey
Quinlan the “Mighty Mouth” casey@mightycasey.com www.mightycasey.com www.cancerforchristmas.com © Mighty Casey Media LLC
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