power of social media in healthcare marketing
TRANSCRIPT
Power of Social media in healthcare marketing
May, 2016
Stan BilinskiMulti Channel Marketing ConsultantNew Age [email protected] 700 755
If you don’t believe info found on social media….International editorial board of medics and researchers
.... 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
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.
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4
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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
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
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
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
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4
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Generating very real « big data »
Symplur: dynamics of a Twitter patient community
Content Sharing:
… more functionality is possible
Powerful experiences with meaningful videos
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”
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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
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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
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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
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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
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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.