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Digitas Health Social Media POV

Sarah Larcker
Sarah Larcker

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 belonging to Digitas Health, is for use solely in connection with the recipients 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 Whats in it for pharma? Sarah Larcker Business Strategy October 21, 2009
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 A common (but faulty) way of defining Social Media 2 Podcasting Microsharing Online Chat RSS Widgets Social Networks Social Bookmarking Message Boards MoSoSo Blogs Media Sharing Photoblogging Wikis The Technologies Technologies ***
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Social media really is 3 a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions A Trend Read me!
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 4 Its really about the relationships and the innate human desire to connect, not the technologies
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 5 Social media is not a channel
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 6 its a conversation And right now pharma is largely peripheral to it This conversation will go on regardless And a choice not to engage is a choice for irrelevance Its more influential than marketing or mass media And the health conversation going on out there right now is big
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Interruption marketing worked 7 The average person is exposed to advertising messages every day SOURCE: Nielsen, Trust in Advertising Report, 10/07
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 as long as people didnt have choices 8 SOURCE: Nielsen, Trust in Advertising Report, 10/07 of people who can skip TV ads, do
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 and as long as customers trusted marketers 9 SOURCE: Nielsen, Trust in Advertising Report, 10/07 Yankelovich Monitor, 2005/2006 Only 14% of people trust advertising 50% of people agree that it is important to be seen as somebody who can always see through exaggeration and hype
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 especially in the Pharma industry 10 SOURCE: DDB, Health is the New Wealth 2009 48% of Americans trust pharma less than they did 5 years ago 55% believe theres more negative press compared to 5 years ago
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 11 But today, people do have choices of people trust the recommendations of people like themselves SOURCE: Nielsen, Trust in Advertising Report, 10/07
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 12 And increasingly theyre trusting their peers 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 educate themselves about a disease or condition, especially when prompted by a new diagnosis or HCP consultation2 Wikipedia appears on the first page in 63% of searches3 User Generated Content now appears on the first three pages of health searches 88% of the time3 1. JupiterResearch, Online Health: Assessing the Risk of Social and One-to-One Media, Feb. 2007 2. iCrossing, How America Searches: Health and Wellness, Jan. 2008 3. Envision Solutions, LLC, Diving Deeper Into Online Health Search, February 2007 70% of consumers believe that pharma information from peers is credible even if the peers are not experts2
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 13 In the past year, more Americans have gotten health information off the Internet than from their doctors. Source: iCrossing, How America Searches: Health and Wellness, January 2008 I dont know Google it!
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 People are talking about your brands right now 14
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 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 And this trend will only accelerate 15
So whats a pharma marketer to do?
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 It can be done 17 P O S T People Assess your customers social activities Objectives Decide what you want to accomplish Strategies Plan for how relationships with customers will change Tactics Decide which social technologies to use Read me!
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Social Participation Social Benefit * Understand the social technographics of your customers 18 Diabetes Cancer High cholesterol Arthritis Asthma Allergies Obesity Depression/ anxiety Other mood disorder Sleep disorder Migraine Chronic pain Skin disorder HTN GI Other PUD Osteoporosis Other CV Walking Disability GU CHF ED Thyroid Condition Lonely Fellow Sufferers Misery Loves Company The Disconnected Connectors Who Dont 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 dont share online Connectors Who Dont Care These patients willingly connect for non-health reasonsbut 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
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Map objectives to strategies to technologies Objectives Strategies Tactics Listening Ongoing monitoring and mining of customer conversations with each other, instead of occasional surveys and focus groups Active listening Engaging Participating in and stimulating two-way conversations customers have with each other, not just outbound communications to customers Blogs Microblogging (e.g., Twitter) Podcasts Video sharing Energizing Empowering advocates to inform and persuade other customers Physician social networks (e.g., Sermo, Within3) Consumer social networks (e.g., Facebook) Private communities (e.g., Communispace) Supporting Enabling customers to support each other Wikis Support forums Support networks Microblogging Embracing Helping the customer community to generate ideas to improve your products and services Social networks Wikis 19
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Map objectives to strategies to technologies Objectives Strategies Tactics Listening Ongoing monitoring and mining of customer conversations with each other, instead of occasional surveys and focus groups Active listening Engaging Participating in and stimulating two-way conversations customers have with each other, not just outbound communications to customers Blogs Microblogging (e.g., Twitter) Podcasts Video sharing Energizing Empowering advocates to inform and persuade other customers Physician social networks (e.g., Sermo, Within3) Consumer social networks (e.g., Facebook) Private communities (e.g., Communispace) Supporting Enabling customers to support each other Wikis Support forums Support networks Microblogging Embracing Helping the customer community to generate ideas to improve your products and services Social networks Wikis 20
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Social IntelligenceTM The art and science of Active Listening Qualitative Analysis Quantitative analysis & measurement Marketing insights & actionable recommendations Real time dashboards
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Social IntelligenceTM Product Suite Active Listening Observation Room Influencer ID Research Community 22 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
Legal will never approve this
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 The risks are knownand manageable SOURCE: Nielsen Online, Listening to Consumers in a Highly Regulated Environment 8/08 Only a fraction of social media posts contain reportable AEs and DDMAC enforcement has focused on long familiar issues
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Find your balance between risk tolerance and customer benefit 25 Add safeguards z Pre-moderated community z Sponsored community z Generic condition community Most Risk Most Customer Benefit Limit who you touch z Listening platform z Private community z Physician community Least Risk Least Customer Benefit Limit users actions z Community with limits on actions z Moderated contests More Risk More Customer Benefit SOURCE: Adapted from Forrester Research, How To Create A Social Application For Life Sciences Without Getting Fired, 4/09
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Draw on the experience of your peers 26
But I still have to get my message out
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 28 Messages are not a conversation
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Social Intelligence Insight Mining & Activation Strategy But messaging and conversation can be part of the same plan Aligned Earned Media Strategy Optimized Paid Media Strategy Foundational Owned Media Strategy 29
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Look no further than your own government 30 WHITEHOUSE.GOV
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Want proof? 31 10:30 AM 10:03 AM EDT 11 AM 10:25 AM 10:30 AM 12 PM 1 PM 2 PM 3 PM
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Another company with PR problems? 32 1.4 MILLION VIEWS
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Helping Comcast turn it around 33 Frank Eliason 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
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 What can we learn from Comcast & Obama? 34 Are we ready to put them first? Do we really want to know what our customers think about us? Do we know how to have a real conversation with them instead of a monologue? Are we willing to make the changes in our organizations that this will require?
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Five things you can do right now Demystify AE Reporting Get trained in your companys Drug Safety SOP If your company doesnt have one for social media, help them develop one Start listening Work with a partner Learn from what you hear Fix what needs to be fixed Do more of whats valued Involve your agencies Propagate learnings to creative, account planning teams Use learnings to inform segmentation and other market research Dont forget PR Get your hands dirty Open your own accounts on Facebook, Twitter, YouTube Keep it personal, authentic, transparent, and off-hours Share value Get your feet wet Identify a pilot social media opportunity consistent with your companys risk tolerance Testand learn 35
息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 36 Your brand is what your customers say it isso youd better start listening Charlene Li & Josh Bernoff
@slarcker @Digitas_Health

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Digitas Health Social Media POV

  • 1. This presentation, which contains confidential information belonging to Digitas Health, is for use solely in connection with the recipients 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 Whats in it for pharma? Sarah Larcker Business Strategy October 21, 2009
  • 2. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 A common (but faulty) way of defining Social Media 2 Podcasting Microsharing Online Chat RSS Widgets Social Networks Social Bookmarking Message Boards MoSoSo Blogs Media Sharing Photoblogging Wikis The Technologies Technologies ***
  • 3. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Social media really is 3 a social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions A Trend Read me!
  • 4. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 4 Its really about the relationships and the innate human desire to connect, not the technologies
  • 6. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 6 its a conversation And right now pharma is largely peripheral to it This conversation will go on regardless And a choice not to engage is a choice for irrelevance Its more influential than marketing or mass media And the health conversation going on out there right now is big
  • 7. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Interruption marketing worked 7 The average person is exposed to advertising messages every day SOURCE: Nielsen, Trust in Advertising Report, 10/07
  • 8. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 as long as people didnt have choices 8 SOURCE: Nielsen, Trust in Advertising Report, 10/07 of people who can skip TV ads, do
  • 9. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 and as long as customers trusted marketers 9 SOURCE: Nielsen, Trust in Advertising Report, 10/07 Yankelovich Monitor, 2005/2006 Only 14% of people trust advertising 50% of people agree that it is important to be seen as somebody who can always see through exaggeration and hype
  • 10. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 especially in the Pharma industry 10 SOURCE: DDB, Health is the New Wealth 2009 48% of Americans trust pharma less than they did 5 years ago 55% believe theres more negative press compared to 5 years ago
  • 11. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 11 But today, people do have choices of people trust the recommendations of people like themselves SOURCE: Nielsen, Trust in Advertising Report, 10/07
  • 12. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 12 And increasingly theyre trusting their peers 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 educate themselves about a disease or condition, especially when prompted by a new diagnosis or HCP consultation2 Wikipedia appears on the first page in 63% of searches3 User Generated Content now appears on the first three pages of health searches 88% of the time3 1. JupiterResearch, Online Health: Assessing the Risk of Social and One-to-One Media, Feb. 2007 2. iCrossing, How America Searches: Health and Wellness, Jan. 2008 3. Envision Solutions, LLC, Diving Deeper Into Online Health Search, February 2007 70% of consumers believe that pharma information from peers is credible even if the peers are not experts2
  • 13. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 13 In the past year, more Americans have gotten health information off the Internet than from their doctors. Source: iCrossing, How America Searches: Health and Wellness, January 2008 I dont know Google it!
  • 15. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 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 And this trend will only accelerate 15
  • 16. So whats a pharma marketer to do?
  • 17. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 It can be done 17 P O S T People Assess your customers social activities Objectives Decide what you want to accomplish Strategies Plan for how relationships with customers will change Tactics Decide which social technologies to use Read me!
  • 18. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Social Participation Social Benefit * Understand the social technographics of your customers 18 Diabetes Cancer High cholesterol Arthritis Asthma Allergies Obesity Depression/ anxiety Other mood disorder Sleep disorder Migraine Chronic pain Skin disorder HTN GI Other PUD Osteoporosis Other CV Walking Disability GU CHF ED Thyroid Condition Lonely Fellow Sufferers Misery Loves Company The Disconnected Connectors Who Dont 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 dont share online Connectors Who Dont Care These patients willingly connect for non-health reasonsbut 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
  • 19. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Map objectives to strategies to technologies Objectives Strategies Tactics Listening Ongoing monitoring and mining of customer conversations with each other, instead of occasional surveys and focus groups Active listening Engaging Participating in and stimulating two-way conversations customers have with each other, not just outbound communications to customers Blogs Microblogging (e.g., Twitter) Podcasts Video sharing Energizing Empowering advocates to inform and persuade other customers Physician social networks (e.g., Sermo, Within3) Consumer social networks (e.g., Facebook) Private communities (e.g., Communispace) Supporting Enabling customers to support each other Wikis Support forums Support networks Microblogging Embracing Helping the customer community to generate ideas to improve your products and services Social networks Wikis 19
  • 20. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Map objectives to strategies to technologies Objectives Strategies Tactics Listening Ongoing monitoring and mining of customer conversations with each other, instead of occasional surveys and focus groups Active listening Engaging Participating in and stimulating two-way conversations customers have with each other, not just outbound communications to customers Blogs Microblogging (e.g., Twitter) Podcasts Video sharing Energizing Empowering advocates to inform and persuade other customers Physician social networks (e.g., Sermo, Within3) Consumer social networks (e.g., Facebook) Private communities (e.g., Communispace) Supporting Enabling customers to support each other Wikis Support forums Support networks Microblogging Embracing Helping the customer community to generate ideas to improve your products and services Social networks Wikis 20
  • 21. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Social IntelligenceTM The art and science of Active Listening Qualitative Analysis Quantitative analysis & measurement Marketing insights & actionable recommendations Real time dashboards
  • 22. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Social IntelligenceTM Product Suite Active Listening Observation Room Influencer ID Research Community 22 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
  • 23. Legal will never approve this
  • 24. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 The risks are knownand manageable SOURCE: Nielsen Online, Listening to Consumers in a Highly Regulated Environment 8/08 Only a fraction of social media posts contain reportable AEs and DDMAC enforcement has focused on long familiar issues
  • 25. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Find your balance between risk tolerance and customer benefit 25 Add safeguards z Pre-moderated community z Sponsored community z Generic condition community Most Risk Most Customer Benefit Limit who you touch z Listening platform z Private community z Physician community Least Risk Least Customer Benefit Limit users actions z Community with limits on actions z Moderated contests More Risk More Customer Benefit SOURCE: Adapted from Forrester Research, How To Create A Social Application For Life Sciences Without Getting Fired, 4/09
  • 27. But I still have to get my message out
  • 29. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Social Intelligence Insight Mining & Activation Strategy But messaging and conversation can be part of the same plan Aligned Earned Media Strategy Optimized Paid Media Strategy Foundational Owned Media Strategy 29
  • 30. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Look no further than your own government 30 WHITEHOUSE.GOV
  • 31. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Want proof? 31 10:30 AM 10:03 AM EDT 11 AM 10:25 AM 10:30 AM 12 PM 1 PM 2 PM 3 PM
  • 33. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Helping Comcast turn it around 33 Frank Eliason 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
  • 34. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 What can we learn from Comcast & Obama? 34 Are we ready to put them first? Do we really want to know what our customers think about us? Do we know how to have a real conversation with them instead of a monologue? Are we willing to make the changes in our organizations that this will require?
  • 35. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 Five things you can do right now Demystify AE Reporting Get trained in your companys Drug Safety SOP If your company doesnt have one for social media, help them develop one Start listening Work with a partner Learn from what you hear Fix what needs to be fixed Do more of whats valued Involve your agencies Propagate learnings to creative, account planning teams Use learnings to inform segmentation and other market research Dont forget PR Get your hands dirty Open your own accounts on Facebook, Twitter, YouTube Keep it personal, authentic, transparent, and off-hours Share value Get your feet wet Identify a pilot social media opportunity consistent with your companys risk tolerance Testand learn 35
  • 36. 息 2009 DIGITAS HEALTH CAPCPR 10/20/2009 36 Your brand is what your customers say it isso youd better start listening Charlene Li & Josh Bernoff