Power of social media in healthcare marketing

Power of Social media in healthcare marketing

May, 2016

Stan BilinskiMulti Channel Marketing ConsultantNew Age [email protected] 700 755

SOCIAL MEDIA SAVES LIVES!

http://www.jmir.org/

If you don’t believe info found on social media….International editorial board of medics and researchers

Over 70% penetration in major countries

Social Media is more than Facebook ...

.... Although Facebook dominates

Total number of users: 1.3 billion

Hours viewed each month:6 billion

Monthly users: 284 million

Pins per day:2 million

Registered users:332 million

Monthly users:359 million

…. And it is not just for youngsters

Social media has deep ramifications

Facebook is a

necessity.

The 7 misconceptions that managers have

Social media is

a promotional

channel to push

our message.

A college intern

can handle social

media.

Social media is

free.

It’s about getting

people to ‘like’

you.

Three tweets a

day is enough

to stay

engaged.

The customers

generate the content.

1 2

3

4

56

7

Combination of networks & tool creates a new context

We share things we like

We create content

We answer questions

This is social context.It’s the personalization, credibility and relevance we

add to information and ideas.

• Links

• Status updates

• Forwards

• Reviews

• Recommendations

• Chat rooms

• Blogs

• Photos

• Videos

Social Technographics Report, Forrester Research, 2012

Social media = Communities

PatientsHealthcare

Professionals

A wide range

of patients and

conditions

Find patients

that are like

you easily.

Share advice,

information and

experiences.

Patient communities

Treato

Information on

separate types of

medication.

Useful

information

based on

first hand

experiences.

Patient

feedback in

real-time.

10 compelling reasons to

use  doctors’  social  networks Prime target audience

Fewer regulatory issues

Fishing where the fish are

Geographical segmentation

Speciality segmentation

Global proliferation

Established MR models

Insights expertise

Rapid results

Lower costs

Pharma started being « social » online back in 2006

Cultural stigma

• Risk taking

• Mutualisation and

sharing of information

• Speed

• User generated content

• Direct end customer

relationships

• Auto regulated

Social Media Pharma

• Risk averse

• IP and confidentiality

• Long cycles

• Information only

sourced from

established/official

authorities

• Indirect relationship

with end customers

• Highly regulated

internally and externally

Would you trust Pharma in social media?

Pharma is building social relationships

Listening, Reaching & Sharing, Engaging Stakeholders

Value of Social Media

Value of social media

Listening

• Understand what the buzz is around a topic and gauge the opinions of key stakeholders

Reaching & Sharing

• Use the power of social media to reach a large audience with a message in a largely one-way communication but also to reach specific niche audiences

Engaging Stakeholders

• Interact and discuss, learn about our customers’ needs

Learning about the conversation for Pharma

Social Listening

Business

Objectives:

Social

Intelligence

Patient

Journey: define, confirm,

insight-mining

Audience

Identification

&

Segmentation

Key Influencer

Mapping

Competitive

Research

Campaign

Management: define, measure

success

Crisis

Management: collection &

response

Disease State

Research

Real-Time

Brand Health

Monitoring: Corporate or

Product

1

6 5

4

32

7

8

Generating very real « big data »

Symplur: dynamics of a Twitter patient community

Commercial and public health uses

Content Sharing:

… more functionality is possible

Powerful experiences with meaningful videos

The power of “Social” content

LillyPad LillyPadEU EFPIA

As we know, social media is a tricky subject for the pharmaceutical industry

Why?

Questions about

responsibility

No rules

Clash of values

Who’s responsible for adverse event reporting and off-label references?

Authorities have given guidance but there are no hard and fast rules.

Traditional healthcare culture demands caution and proven results; social media rewards speed and information that’s “good enough”

The strategy for many pharma marketers so far has been...

29

To leverage Social Media we need tore-set our mind-set:

Low Risk, not No Risk

2 of the biggest challenges

Adverse event reportingLoss of control and off-label

promotion concerns

Additional considerations for social media

34

Social Listening Examples

Jason, Brand Manager

I want to see the mentions of my brand, in a dashboard for long term listening

I won’t require much adjustment to the set-up once live

Radian6 for long term, well defined monitoring…Long Term

Fixed

35

Sue, Vaccines Product Lead

I want to gain insights into the how people talk about vaccines across my region

I want to isolate specific media events /spikes in the dashboard

BrandWatch for flexible, configurable listening…Isolated event as a tab

FlexibleApproach

Social Listening Examples

+Alerts

36

Fran, Marketing Manager

I want to see specifically how doctors and other HCPs view my brands

I will want to see the HCP views and the public’s views

HCP-only conversations:- 377,307 HCP profiles- 24,519 HCP websites

A BrandWatch data-source

HCP Filtered

Social Listening Examples

37

Jeff, Oncology Category Owner

I want to receive actionable insights based on social listening research

I would require a report with metrics, research backed suggestions and access to the source data

Creation Pinpoint and/or BrandWatch for custom, actionable insight reports

Analysis Study

Social Listening Examples

Social Media summary

Social media is still largely

“unchartered waters”

No channel offers so much

opportunity or risk

Tough business environment is not

an excuse

True innovation will come with true engagement

Be socially responsible, we’re

here to help

Another cunning function of social media

J&J generating strong engagement on YouTube

IMS Health, 2014

J&J and Merck generate highest re-tweets

IMS Health, 2014

42

VendorFreeor

Paying

Pharma

focusShortdescription

BackTweets FTrack how many people are talking about you, who’s talking, and what they’re saying. You can search through a tweet archive for

URLs sent via Twitter, including results for full URL links, shortened URLs, and URLs without the “www” prefix.

Buzzcapture P YMonitoring and analysing media channels and managing reputations, online and offline. Reputation management, social CRM,

Strategy & Research.

Creation Pinpoint P YIdentify HCP influence online for your country, drug class, or therapy… Platform identifies and listens to HCP on open social media

platforms such as Twitter.

Facebook Insights FFacebook’s built-in tool provides Facebook Page owners with metrics around their content. Helps you understand and analyze

trends within user growth and demographics.

Google Alerts F Get email updates of the latest relevant Google results (Web, news, etc.) based on your queries.

HootSuite F & PA social media management system that enables teams to collaboratively execute campaigns across multiple social networks from

one dashboard. Includes audience identification tools, the ability to streamline workflow, and custom reports.

Icerocket (free tool from Meltwater) F & P (y) A free resource for brand monitoring, it taps the Web, blogs, Twitter, and Facebook, and delivers easy-to-read results in one page.

Linkfluence/TrendyBuzz P Y

Pureplayer Institute TrendyBuzz collects, decrypts, qualifies and analyses information gathered from the international web to

advise its customers.

Blends real-time information tracking and the creation of dynamic dashboards dedicated to measuring and analysing performance

for web marketing and digital communication purposes. T

ListenLogic P YListenLogic Health helps pharmaceutical, healthcare and wellness companies gain unparalleled insight into the mindset of patients

and caregivers through social big data analytics. We deliver intelligence that empowers healthcare brands.

Lithium (40 Scoutlabs) P (y)Lithium Social Intelligence helps you measure and improve the performance of your social programs by gaining insights into your

community's health

Medikly P YThe first and only digital marketing platform that integrates the fundamental tools and technologies that healthcare marketers need

to better reach, engage and understand physicians on an individual level.

NUVI P (y)Real-time display of conversations that weight influence and sentiment. You can instantly see the social media conversations

taking place in your market and immediately engage your detractors and evangelists. Tool used by Publicis group.

Pinterest Web Analytics FPinterest’s built-in analytics gives site owners insights into how people are interacting with pins that originate from their websites.

See my in-depth post: Use Pinterest Web Analytics to Jumpstart Your Social Media Marketing.

Radian6 (now part of

Salesforce.com)P Part of Salesforce.com Salesforce Marketing Cloud offering - integrated end-to-end solutions covering many different platforms.

Nexus Health (Semantelli, now

rebranded as part of IMS)P Y Full range of marketing tools integrated into one platform.

Social Mention F & PA real-time social media search and analysis platform that aggregates user-generated content from Twitter, Facebook, FriendFeed,

YouTube, Digg, Google, etc. into a single stream.

Synthesio P (y)Platform that offers global, multilingual monitoring of your brand’s reputation, campaign management, influencer tracking, and

competitive intelligence. Well-suited for large enterprises.

Treato P Y Treato: The Voice of the Patient - Real-time patient insights from across the social Web

Value Edge P YValue Edge is an international business research and analytics firm that delivers high value customized business solutions with

insightful analysis to clients across the pharmaceutical, biotech and medical devices industry.

Social Media Listening tools

Who am I?

• Marketing professional with more than 17 years experience driving multi channel and digital marketing communication strategies with leading global organisations such as Pfizer, Allergan, Johnson and Johnson, Ciba Vision and LG. Extensive experience driving digital transformation with large complex organisations as well as medical practices.

What do colleagues say about me?