This presentation, which contains confidential information belonging to Digitas Health, is for use solely in connection with the recipient’s evaluation of a potential business relationship with Digitas Health and may not be used by, copied by, or disclosed or distributed to any third parties without the prior written consent of Digitas Health. Social Media What’s in it for pharma? Sarah Larcker Business Strategy October 21, 2009
Sarah Larcker's presentation from the ExL Pharma conference in Bridgewater, NJ on October 21st, 2009.
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This presentation, which contains confidential information belongingto Digitas Health, is for use solely in connection with the recipient’sevaluation of a potential business relationship with Digitas Healthand may not be used by, copied by, or disclosed or distributed to anythird parties without the prior written consent of Digitas Health.
54 million US consumers now connect to others or to online content created by others regarding health issues1
84% of these social connectors turn to online social spaces to educatethemselves about a disease or condition, especially when prompted by a new diagnosis or HCP consultation2
Wikipediaappears on the first page in
63%of searches3
User GeneratedContent
now appears onthe first three pagesof health searches
88%of the time3
1. JupiterResearch, Online Health: Assessing the Risk of Social and One-to-One Media, Feb. 20072. iCrossing, How America Searches: Health and Wellness, Jan. 20083. Envision Solutions, LLC, Diving Deeper Into Online Health Search, February 2007
70%of consumers believe that pharma information
from peers is credibleeven if the peers are not experts2
Resources used by US adult Internet users who searched online for health and wellness information in the past year
Source: eMarketer as reported by : iCrossing How America Searches: Health and Wellness, January 2008, as cited by eMarketer in Pharmaceutical Industry Online, 2009
it*Understand the social technographics of your customers
18
Diabetes Cancer
High cholesterol
Arthritis
Asthma
Allergies
Obesity
Depression/anxiety
Other mood disorderSleep disorder
MigraineChronic pain
Skin disorder
HTN GIOther PUD
OsteoporosisOther CV
Walking Disability
GUCHF
ED
Thyroid Condition
Lonely Fellow Sufferers Misery Loves Company
The Disconnected Connectors Who Don’t Care
SOURCE: Forrester Research, North American Technographics Benchmark Survey, 2008*Based on a Forrester score for emotional and behavioral value of social support†Percent of consumers participating in some form of social media at least monthly
Misery Loves Company These patients who are managing difficult, chronic problems stand to benefit most from social media, because they are also likely to connect with and support one another online
Lonely Fellow Sufferers These patients, whose participation in social media is below average could benefit but don’t share online
Connectors Who Don’t Care These patients willingly connect for non-health reasons…but not about their health problems.
The Disconnected This group is likely neither to seek fellow disease sufferers nor to realize significant benefit from doing so
• Quick observation of online conversation supplied in modular site that can display multiple sources of public information.
• Efficient monitoring of conversations as they occur in near real time for qualitative, directional sampling
Influencer database, organized by affiliation, advocates/ detractors
On-demand private panel community. Useful when looking to understand community dynamic or generate specific learnings that may or may not be present in the public conversation
“Frank Eliason: Helping Comcast suck a little bit less”
“I can give full kudos to Frank for being so personable, and as much as it pains me to say it, I have to acknowledge Comcast as a whole for bringing customer service to the digital age.”
BusinessWeek: “I think it's safe to call Comcast's Frank Eliason the most famous customer service manager in the U.S., possibly in the world.”@comcastcares