casey quinlan casey quinlan the "mighty mouth" cancer warrior author of cancer for...
TRANSCRIPT
Casey Quinlanthe "Mighty Mouth"www.mightycasey.com
Cancer WarriorAuthor ofCancer for Christmas: Making the Most of a Daunting Giftwww.cancerforchristmas.com
© Mighty Casey Media LLC
Healthcare ,Social Media ?
There's an app for that**
**by the way ... the app is YOU
© Mighty Casey Media LLC
Fire hose?
© Mighty Casey
Media LLC
Find your focus + friends
• Who are your customers?• Who do they trust?• What are their issues?• Where do they hang out?• HOW DO YOU HELP?
© Mighty Casey Media LLC
First questions
Who do we help?What are their issues?How do we help them?
© Mighty Casey Media LLC
Next questions
Where do our peeps hang out online?Who are the community leaders?
© Mighty Casey Media LLC
The perpetual question(s):
Am I helping?Am I selling?
© Mighty Casey Media LLC
The perpetual question(s):
*sell on SM = #fail
Am I helping?Am I selling?
Must-have technology
© Mighty Casey Media LLC
It's a CONVERSATION
NOT a monologue ...
© Mighty Casey Media LLC
A successful approach
Customers(sometimes called
"patients")
Marketing team
Clinical team
Equal partners, all LISTENING.
© Mighty Casey Media LLC
The perpetual question(again):
Am I helping?Am I selling?*
*remember: sell on SM = #fail© Mighty Casey Media LLC
Be a revolutionary
Instead of pushing "ask your doctor about ... "
Ask yourselves "what should we ask our PATIENTS about?"
© Mighty Casey Media LLC
Success story
© Mighty Casey Media LLC
AZ #rxsave strategy
• Used Twitter and company blog to promote the chat
• Established rules of engagement up front• No specific meds/condition questions on
Twitter• Directed individual ?s to corporate site and
call-in lines• After initial chat, total of 2,000 tweets using
#rxsave, steady follower increase• Patients, providers, and company reps participated
© Mighty Casey Media LLC
Glamour "Don't"s
The cost to KV Pharma
• Consumers (a/k/a "patients") are savvy + price-aware
• Customers come before shareholders (no customers = no revenue = NO share value)
• If it's all about shareholder value, you'll wind up at #epicfail
• The snapshot:• Share price 2/2/11: $1.51• Share price 3/8/11: $13.07 (+865.56%)• Share price 10/7/11: $1.22
• You do the math ...
© Mighty Casey Media LLC
Let's review
• Identify your customers + their community• Then identify the influencers in that
community• Know that we are smarter than you think• Know that we talk to each other constantly• LISTEN to our conversations• Contribute value, not a sales pitch• Be human 1st, then be a brand
TELL THE TRUTH!!
© Mighty Casey Media LLC
Be there. Be real. Listen.
© Mighty Casey Media LLC
Questions, comments welcome!Casey Quinlan
the “Mighty Mouth”[email protected]
www.mightycasey.comwww.cancerforchristmas.com
© Mighty Casey Media LLC