Step by step guide on how to use social media to promote your Prescription product in Australia

How to develop a social media strategy for a prescription healthcare brand in Australia

May 2016

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

Holy Trinity of the web – We simply can’t ignore social anymore

Search

Social Mobile

Almost HALF of all web activity

in Australia occurson Social

What is social media?

Consumers Trust Peers Online

Source: 2011 Rodale DTC study

83% of consumers who use social media for health information are interested in hearing from others with the same condition

(Compared to 75% who want to hear from HCPs)

95% of social time is Facebook – Health sufferer's are extremely active on Facebook

“Social”

increasingly

means

“Facebook”

15M Facebook users in AustraliaFeb 2016

Social is now larger than TV in Australia

Our prospective patients are spending as much time on Facebook as watching TV

Our target market is spending 22hrs/mth on Facebook

Facebook is used daily by majority of people

Facebook – one Social Marketing tool to acquire new patients

Marketing

Search (SEM & SEO)

Social(inc Mobile)(Facebook)

CRM

WebsitesForums

Content (video, articles)

Mobile

General Purpose Social Network Landscape

3rd Party Community Landscape

Pfizer global – ‘Get Old’ campaign

Get Old

15

5,400+ Fans 12,000+ Followers

Pfizer global – ‘Get Old’ campaignFacebook main source of traffic

Pfizer General Health & Wellbeing consumer website

Pfizer Corporate YouTube channel

• 789 subscribers• 447,500 views since 2009

MS Voices Facebook Page• Background:

• Objective: to provide a platform for MS community engagement and inspiration

• Launched in May 2010• 3,362 likes as of 1/14/13• Average 4 posts per week

• 2012 Metrics:• 948 new “Likes”• 303 click-throughs to MSLL.com • December 2012: Average 179 “People Talking About

This” (engagement metric including likes, comments, and shares of MS Voices content)

19

Pfizer Health YouTube channel


Disease State Education: Pfizer Health YouTube Channel• Launched October 2011

• Provides consumers, patients, caregivers access to educational health videos:

– Arthritis– Fibromyalgia– Menopause– Smoking cessation– Hemophilia– Patient Assistance

• Additional therapeutic areas to be added

• Allows consumers to link to existing content on Pfizer-created unbranded disease education websites via YouTube annotations

Pfizer Facebook page

How do most Pharmas invest in social?

Branded presence(eg Drug brand or

company name is visible)

Unbranded presence(eg No drug brand or

company name is visible)

Where do most Pharmas invest in social?

All leading Pharma companies have YouTube channels



Gastric Banding – unbranded education for consumers


Gastric Banding YouTube Channel results

MINIMAL cost to set up a YouTube Channel Comments disabled 3rd source of traffic to website Easy to share videos in social Low risk Video is consumers preferred method

of absorbing information - particularly around health conditions

Related Channels

Related Channels are selected by YouTube algorithms.

You may disable Related Channels from showing on your Channel. This will prevent Channels identified as related via algorithms from showing on the Channel page

https://support.google.com/youtube/answer/2976812?hl=en

text4baby (Johnson & Johnson)

• Award-winning program reaching moms “one text at a time”

30

Unbranded Pharma Facebook pages

http://www.youtube.com/watch?v=2oHkTR4fXhE

The power of video to deliver a message to consumers

http://www.youtube.com/watch?v=2oHkTR4fXhE

Sounds of Pertussis64,976 likes

Highly-engaged community of users discussing whooping cough

Semi-regular content updates with news articles and information

Sponsored by Sanofi

Commenting allowed

Closed Wall

Epilepsy Advocate12,103 likes

The Epilepsy Advocate page is fairly active, posting content from events, as well as advice and strategies for HCP visits

Community engagement is strong, with people answering questions asked by the moderator, and sharing their own stories

Our Hemophilia Community – Unbranded4,451 Likes

Comments allowed

Closed Wall

Case study

Raising awareness of vaccination against Meningitis

Quality Content = Social Success

QUALITY CONTENT + EMOTIONALLY ENGAGING IMAGES + VIDEO =

SOCIAL SUCCESS

Engaging content (regular posts)

Social word of mouth… Reminding my mum friends to vaccinate

Mums love to share powerful emotionally rich content with their social groups...

http://www.youtube.com/watch?v=q0wpIFJyHZE

http://www.youtube.com/watch?v=q0wpIFJyHZE

Most posts shared 250+

15K followers since Sept 2012, but interest falling

Content is king.

The insight, the strategy & the results

• 93% of mums are ACTIVE on Facebook; nearly 40% of parents rely on the internet for health advice & 20% value information from peers about specific child health issues.

• 10 influential parent bloggers were engaged as campaign ambassadors to reach an audience of approximately 31 million including:

• a Facebook community of over 2,000 ‘likes’ built in only four months

• film views of over 6.6 million; and • 24.7 million chances to see via on- & offline media channels,

•leading to a notable increase in awareness among parents that children are not protected against all types of meningitis.

ADVERTISING in social

1. Social can start small - Being social without being social

PRESENCEin social

CAMPAIGNS in social



Blog connected to a website Produce quality content - ideally

independent medical experts Plan for enough content for 4-6 months Weekly updates Make it easy to share in social Produce content based on search

behaviour Get content approved by

Reg/legal/Compliance Write what consumers want to read, not

what you want to say1. Great for SEO2. Proactively push credible content into social

media3. Incremental traffic from social sharing


Quality content gets shared

ADVERTISING in social


PRESENCEin social

Ongoing communications, patient

advocacy & enhance experience

Quick campaign/brand awareness &

patient acquisition linking to a website

2. Social is a journey•Like all digital channels, you can’t just set up a social channel & forget about it.

•It needs to be nurtured regularly.

Phase 1:

Set-upPhase 2:

MaintenancePhase 3:

Optimisation

SOCIAL PRESENCE ROLL OUT PLAN

Ongoing:Crisis management

3. Social takes time•There are a number of elements to consider for setting up & maintaining a social presence & it does take time (resources – internal & external).

Content(create or curate)

Moderation(ongoing & crisis)

Frequency(posts per week)

Value(how to create love)

Approval(grouped or time based)

Ownership(internal or external)

Technology(global or local)

Process(internal & external)

4. Social needs an audience •When you start in social, you need to be talking to more than just the staff & related partners, so there must be a focus to GROW the audience.

• Initially, that may mean ADVERTISING.

•Most updates are only seen by 15-20% of your base, so Facebook, twitter & LinkedIn have PAID posts to ensure your message is seen by 80%

5. Social must equal value• By creating an experience (through content & engagement) that’s valued by the base,

it will be SHARED & encourage MORE to get involved.

• BUT, it needs to be more than just the product or brand. It needs to be something people WANT or NEED.

6. Social isn’t free• There are a number of costs to be considered involved with social

PeopleResourcing,

management, planning,

engagement

TechnologyModeration,

listening, reporting

ProcessApprovals, crisis management, optimisation

Things to know about social before you start1. Social can start small

Advertising vs Presence

2. Social is a journeyDon’t set & forget

3. Social takes timeA number of elements to consider

4. Social needs an audiencePay to build an audience (initially)

5. Social must equal valueWhy would anyone engage?

6. Social isn’t freeRequires investment in people, process & technology

The Social ChecklistContent

(create or curate)Moderation(ongoing & crisis)







The Social Checklist

LOCAL: emphasis on local content GLOBAL: leverage global content where relevantTYPE: mixture of links, video, imagery, infographicsCURATE: look to industry content & topical news/PR for curationPROMOTE: Manage & promote through a series of social tools

(paid, owned, earned)


The Social ChecklistModeration(ongoing & crisis)

REQUIRED: Key to success & managing brands onlineMULTI-FUNCTION: Can only be effective through a combination of

technologies (content management & listening tools) PROCESS: Must have an identification, escalation & response

management processPEOPLE: Must dedicate human resource to manage

The Social ChecklistValue

(how to create love)

UTILITY: Giving customer/patients utility at every interactionCUSTOMER CENTRIC: Focused on their life, their health vs a

product centric approachCOMMUNITY: Significant value is leveraged from creating

community & conversationONLINE TO OFFLINE: Can be created online but converts in

surgery/pharmacy

The Social ChecklistFrequency(posts per week)

ACTIVE: Minimum of 2-3 posts per weekCOMBINATION: Mixture of different content types CREATE ONCE FOR MANY: Leveraged across all social channels –

Facebook, twitter (points of traffic leverage)WEB DESTINATION: Should drive to a company controlled website

The Social ChecklistApproval

(grouped or time based)

PROCESS: Defined workflow process internally that can respond to customer/patient engagement

PLAN: Create content in batches to get bulk approval to ensure easy roll out & implementation

RESPONSE: Develop a series of approved responses to common questions

CONSISTENCY: Ensure consistency & uniformity in the approval process & standards

The Social ChecklistOwnership(internal or external)

OWNER: Defines who owns the social ecosystemROLES & RESPONSIBILITIES: Clearly detail the internal & external

requirements for all involvedGLOBAL: Understand the involvement required from global &

sharing successes STAKEHOLDERS: Know who is the key contact point for any crisis –

reg, PR, legal

The Social ChecklistTechnology

(global or local)

EXPENSE: Technology will be a big upfront cost, so define what you need it to do – listening, multi-posting, moderation

GLOBAL: Understand the global offerings & what can be leveragedTRAINING: Ensure all people using the technology have sufficient

training & understand their escalation pointsRESOURCE: Someone needs to own the technology

The Social ChecklistProcess(internal & external)

CRISIS MANAGEMENT: All areas of potential crisis need to be mapped & the response process defined

ADVERSE EFFECTS: Disclaimers & internal processes for this need to be defined

APPROVALS: The process for any internal & any external approvals needs clear structure

OPTIMISATION: A plan to refine the content & experience is needed to keep it fresh

The Social ChecklistONE LAST THING……

ROI – How to make it pay?Social is hard to make pay, so you need

to know what you want to achieve from it:• Define your objectives

• Define what’s important• Define the community message & engagement

How can we manage risk?

Tool moderation(eg a tool/software to quarantine

comments prior to posting live)

Human moderation(eg regular & ongoing moderation)


Tool moderation(eg a tool/software to quarantine

comments prior to posting live)

• Upfront yearly costs (moderate)

• Training & integration into the business

• Needs to be utilised by all

• Automatic moderation• Keyword quarantining• Notifications of comments

(alerts)• Managed & auditable

workflow processes• Aggregated listening

management across all social platforms

How to moderate comments on Facebook page

Back End - Main Moderation Interface:Front End – Moderated Wall:

http://bynd.com/2011/08/26/introducing-a-pharma-friendly-custom-wall-application-for-facebook/pharmainc6-2/

http://bynd.com/2011/08/26/introducing-a-pharma-friendly-custom-wall-application-for-facebook/untitled-2/


Human moderation(eg regular & ongoing moderation)

• Difficult to manage across multiple networks (gets to be unmanageable)

• Ongoing costs for moderation

• Cheaper initially

CRAWL

Understand the market

WALK

Slowly establish a social presence

RUN

Build a community & start engaging

FLY

Encouraging ongoing involvement

Social media is not a campaign, it’s a long term commitment

BUILDING THE ROADMAP

Research online communities & where they are

Monitor the existing discussions Begin content development

using your team Be clear on the value you can

deliver Define your ongoing

commitment

Crawl phase(getting started - 2mths)

Understand market

Define where you want to be Start with what you can control

• Ensure you have the proper internal channels in place

• Publish consistently• Map out the topics for next 6

months• Establish roles &

responsibilities internal & external

Walk phase(dipping our toe in – 3mths)

Slowly establish social presence

Actively encourage subscriptions to your page – through paid channels

Encourage involvement from the community – content needs to be more than about the product

Integrate social channels with your websites – share content

Evaluate results using the analytics tools, learn from what is working & not working to engage your community then optimise the content plan

Run phase(building the base – 6mths

Build a community & start engaging

Lead the discussion Develop integrated online

programming to reinforce your messages

Create two-way communication platforms with influencers and followers

Establish opportunities to provide real-time feedback to followers

Continue to analyse & optimise content – is the value clear?

Fly phase(engage, optimise & innovate – ongoing)

Encourage ongoing involvement

Final through about social – It’s more than just putting up a page


Moderation(ongoing & crisis)







Is Adverse Events an issue with Pharma websites?• Key Points Summary (detailed post follows)

• Reportable adverse events are far less common than most people suspect. There are only approximately 166 reportable adverse events per day recorded across the entire pharma industry.

• Even for the biggest pharma brands, there are very few discussion happening online that include a mention about the brand. Only 36 per day for the biggest selling drug in the world, Lipitor.

• For many pharma companies, it would be difficult, but not impossible to do this monitoring in house, as some automatic filtering could simplify things. Using call center employees, who are already trained in how to handle these discussions makes sense.

• Companies need to determine what and why they are monitoring. This means determining if you’ll monitor only your sites or which 3rd party sites as well. Finding adverse events isn’t the only reason. Correcting misinformation, understanding patient needs, and engaging in dialogue (e.g., answering questions) are also reasons.

• If companies are only monitoring their properties, expect a very low number of discussions and even few discussions that might be considered reportable adverse events.

Is Adverse Events an issue with Pharma websites?• A study of 224 pharmaceutical brands across several social media sites found that less than 1% of

posts mentioned adverse events.

The study, by Bellevue, WA-based social media monitoring shop Visible Technologies, found that a mere .3% of the 257,000 posts mentioning those pharma brands over a 30-day period included adverse events reports. Fewer still met the federal reporting requirements for adverse events reports, as most posters remained anonymous and did not provide contact details. Just 14% of those posts mentioning adverse events would have triggered reporting requirements for pharma marketers, including an identifiable name and contact method.

“These findings prove that AER reporting is far less common than people think, creating a safer harbor for pharmaceutical marketers who want to embrace the many opportunities that social media offers to engage with customers and build brand loyalty,” said Visible Technologies' regional director Greg Singh.

Concerns about adverse events reporting requirements have hindered pharma company participation in social media – most recently, by prompting many pharmas to flee Facebook when the company required them to allow comments on their pages.

What ACCC requires? • MODERATION – you need to have an appropriate moderation process in place so that any offensive comments

(racial, bad language, sexual reference, nudity, violence, etc) need to be removed in a reasonable timeframe.

• REASONABLE TIMEFRAME – the definition around reasonable timeframe varies. The ACCC are saying that for the big businesses/brands, who are investing heavily in their Facebook and social presences, should be removing offensive comments within a 24hr period, whereas for smaller businesses (like independent retailers) this can vary from a day to three weeks, if they show that the comments have been removed and they are actively reviewing this (i.e. not letting the page go unmonitored for months at a time).

• ACTION TAKEN – if there are any complaints that are raised with the ACCC or ASB (Advertising Standards Bureau), if the company/brand/business can show that they have taken action to remove the offensive comments then it won't be a problem or no fines apply.

• COMMON SENSE APPROACH – the Facebook rulings are no different to the other standards that are expected in the Advertising Code of Ethics. There needs to be a common decency in any advertising or brand representation, even by a fan base or consumers.

http://www.aana.com.au/pages/codes.html

WebMD

Facebook:• 100,145 fans• 3,713 talking about this

(comments, likes, shares on individual posts over the last 7 days)

Twitter:• 352,598 followers• 48,000 retweets and 3,500

mentions in the last 90 days

YouTube:• 5,371 channel views• 220 subscribers

More engagements on the answer

Source: http://www.resonancesocialmedia.com/blog/bid/121752/Social-Media-Shoutout-WebMD

http://www.resonancesocialmedia.com/blog/bid/121752/Social-Media-Shoutout-WebMD

PatientsLikeMeFocused on a for-profit model that includes sharing anonymous data from members of the community.

Owned Communities

• Some pharma companies are also creating their own health communities• There are pros and cons of each approach (owned vs. partnership)

• Pros:• Ownership can give you more control • Create something that is uniquely focused on your business objectives

• Cons:• Cost can be prohibitive• More rigorous community management is required• Significant hurdles in building a community from the ground-up (if you

build it, will they come?)

Example: CFvoice – Novartis

Community for people living with cystic fibrosis. Community takes an age-segregated approach with different content and styles. Also has a FaceBook Page and YouTube channel.

Example: Epilepsy Advocate – UCB

A community of advocates and caregivers for those who are trying to achieve better seizure control. Information-focused approach.

Example: MS Gateway – Bayer

A community for patients living with MS. Social activity is enabled by a forum system, and users can add friends, and send private messages to other members.

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?

Step by step guide on how to use social media to promote your Prescription product in Australia

Social Media