Social is the New DTC

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Social is The New DTC

Malcolm BohmChairman & CEO, Liquid Grids

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Malcolm Bohm Chairman & CEO, Liquid Grids

President & Founder TrialyticsEVP Aspreva PharmaceuticalsNA Head of Cardiovascular, Novartis

Worldwide Team Leader for ViagraExpert in Advanced Data AnalyticsPhysiologist

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158,000,000 41,000,000

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People Talk About Their Health Online

100,000,000 search, discuss, share health online daily

Chronic Disease133M

Aging40M

Obesity83M

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What the Surveys Tell Us

• 72% of adults used the web to find health information• 43% use social media to source information

• 45% of users 45-64 share health experience via social media

• 56% likely to engage

• 46% of patients trust their friends online for health info• 70% of patients take the info to their physician

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Social has changed Marketing Dynamics

6 © 2011 Swarmology Inc.

Social MediaOld Media

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A New Paradigm Online

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Short posts & blogs

Descriptive Phrases

Conversation & Dialogue

Probability of Conversion HighLow

80% Of Consumers

Understanding the Social Graph

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Educated

ProfessionalORHomemaker

Decision Maker - Healthcare - Domestic wares

Influencer of - Husband - Kids - Other Moms

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Health is Shared with Strong Ties

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“another round of meds for the shingles….sure wished they would go away and stay away forever…be back home in 2 weeks for more tests…loving life”

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“sounds like im going to have to be the mean daughter to my bull headed dad and load his butt up to drive to the doc tomarrow, he has a large spot on his hip that itchs and is hot and im hoping its not the shingles”

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Social Health Intelligence

WHO

WHEN

WHERE

TOPICSDEMOGRAPHICS

INFLUENCE

PERSPECTIVE

Disease Personas

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All The Debbie’s

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Disease Personas

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Key Insights

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Use Context for Content

• Identify ALL people who are mentioning any of the key terms that define a disease– By Symptom– By Diagnosis– By Treatment– By Procedure– Other

• Use their language to attract their attention

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• Keywords Analytics build Contextual Ads

• Campaigns Attract, Engage and Convert

Hyper Targeted Contextual Ads

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Direct to Persona™ Marketing

20The Healthcare Industry’s Only All-In-One Inbound Marketing Platform

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An Interactive Marketing Tool

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4

3

4Make Sharing

Easy and Obvious

Viewers can register for programs and download coupons and be directed to doctor offices right from capsule.

The entire destination is easily shared through social media channels and email. All content can be updated while unit is in distribution.

Gives users complete control over the viewing experience. Provides progressively deeper levels of information/education. All information necessary to make decision without leaving client content.

Extends engagement via multiple videos, images, and the ability to save and share all or just pieces of content.

Create Interactive Experiences

Drive Viewers to Action

3

1

2Extend the

Story Visually

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Communicating Healthcare Information

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Video Coverage of TopicOverview of Disease State- Category Education

Text Documents, Images, Links to Client Websites and More Information

Testimonials – KOLs, Physicians, Patients

Call to Action – Enrollment, Physician Referral, etc..  

Video FAQs

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Ad Placement

23The Healthcare Industry’s Only All-In-One Inbound Marketing Platform

Facebook

PPC

Twitter

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Smart Retargeting

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Case Studies

Return On Investment

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Autosomal Dominant Polycystic Kidney Disease

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Attract People With Highly Contextual Ads & Content To Make The Right Decisions

Thanks!Q&A

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Contact UsFor more information please contact us:

Liquid Grids Inc4225 Executive Square, Suite 490La Jolla, CA 92037tel 858.768.5139info@liquidgrids.commalcolm@liquidgrids.com

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The Liquid Grids Advantage• Social Health Intelligence

– Identifying the nodes of influence in your disease community– Classification per disease stage: symptom, diagnosis, treatment

and procedure

• Direct to Persona™ Marketing– Building specific Personas for messaging outreach– Guaranteed impressions

• Liquid Content– Interactive, agile, trackable visual tool– Ability to switch content in real time– Promoted using Earned & Paid Media and Re-targeting– Guaranteed Impressions

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Media Drivers for Social MarketingOwned Media• Content rich media are

embedded in Liquid Content template

• Asset management system organizes and monitors all interactions

Earned/Shared Media• Press Release

distribution to thousands of online media points, daily newspapers, social media channels, radio and television stations

• Search engine optimization of text and video content

• Targeted distribution to key online influencers, bloggers, vloggers, etc  

• Social media and email functions, content sharing

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Paid Media• Social Media Ad buys

and retargeting ad inventory

• Multi-attribution technology tracks conversions over time

• Used surgically and to enhance scale and predictability where necessary

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Disease Grid Coding Strategy

Treatment

Misspelling

HCPCS Codes

OTC Drugs

NDC & Rx Codes

ICD9 Codes

Procedure

Diagnosis Symptom

1BillionHealthPosts

100M+UniquePosters

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Regulatory Landscape• You must adhere to the prevailing and applicable FDA & FTC

guidelines

• http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/Guidances/UCM285145.pdf

• http://www.ftc.gov/os/2013/03/130312dotcomdisclosures.pdf

• In particular, when conducting paid media campaigns you must adhere to the Ad policies of the social networks

• https://www.facebook.com/help/adpolicy

• http://www.twitter.com/adspolicy

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Regulatory LandscapeMedical Devices – Paid media campaigns for specific devices are strictly prohibited on Twitter. Medical device companies may transmit unsponsored Tweets about the company, its resources e.g. white papers, trial results and the disease(s) in general that the medical device(s) address.

Pharma/Biotech – Paid media campaigns can only be undertaken for products that do not carry Black Box warnings. These campaigns must be unbranded and address the target disease only. Any mentions of or claims about the drug/product are strictly prohibited. It is ok to mention that an ad, post or tweet is sponsored by the manufacturer. It is permitted to direct consumers from an ad to a sponsored (but unbranded) landing page.

Hospitals/Surgery Centers/Physician Practices – Paid media campaigns may advertise the facilities and their services.