rx: social media for healthy marketing. not all side effects are bad

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Social Media for Healthy Marketing

June 8, 2011

First, a little introduction

• Thom Brodeur, Executive Vice President and CMO• EmpowHER is a health media company for Women• Only network and sites exclusively dedicated to women’s

health and wellness• Started in 2007 by renowned women’s health advocate

Michelle King Robson

• Fastest growing in the category:

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Confidential and proprietary. Do not distribute. © 2011 EmpowHER

Top5Top5 Top25Top25 Top7%Top7%Women’s Health& Wellness SiteSource: Experian Hitwise

Of All Women’s Lifestyle SitesSource: Experian Hitwise (all categories)

Of All Health SitesSource: Experian Hitwise

You already know what social media is … 3


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It’s no longer about you. It is ENTIRELY and UTTERLY…

all about them. Everyone has a voice.

But, did you know…

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Even if you’re not – your customers are “insocial” – and guess what – they’re talking

about YOU

Newsflash

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Scared yet?

Then you could be suffering from7


ASMS

OWSMD

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The signs and symptoms

The word social media elevates your pulse, causes rapid breathing and you start to sweat

You have trouble identifying is it “tweet”, “tweeted” or “twit”

You still think social media is free advertising

You are in denial about the conversations going on “insocial”

You think Facebook is something for your teenage kids

Social media “metrics” and budget makes you nauseous

Social media and ROI in the same sentence cause hives

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But before we attempt to remedy these highly curable, but dangerous if left untreated

conditions – let’s take a look at the social media landscape for a minute…

It’s a new world out there …10


Old Way Social Media Way

Captive audience Audience in control

One-way “push” communication Two-way dialogue

Brand in control of messages Anyone can take control

Publishing WAS the investment Participation IS the investment

‘Speed of print’ - FAST ‘Speed of click’ - FASTER

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Let’s look at some facts – shall we?

Percentage of U.S. adults who look for health information on the Web

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80%

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92%

Percentage of women who look for health information on the Web

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• Women age 35-44 spend 25 minutes per day on average on health community sites

• Health sites reach 60% of women age 35-44

& 50% of women age 15-24

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And here’s a few more stats according to Pew

•60M US consumers connect to others regarding health issues

•88% of health-related searches feature user-generated content in the first three pages

•70% of consumers believe information from their peers online even if they are NOT experts

•86% of US physicians use Internet to gather health, medical, or prescription drug information

•1200 health-related advocacy communities on Facebook

Culture shock!16


Social Media Values Pharma Values

Risk taking Risk averse

Open to all Heavily regulated

Transparent Closed, security-focused

Collective, crowd-knowledge Authoritative, heavily-filtered

Minimal to no lead times Long lead times

We know it all seems scary – but …17


Compliance and regulation should NOT be used as a shield against engagement and communication

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Don’t focus on what you can’t do…

Focus on what you CAN do.

While pharma waits for FDA guidelines…

With that said, how can you benefit from being

INSOCIAL ?

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A lot of different ways!

Market research, brand loyalty & customer evangelism,

public relations and customer service

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And remember ASMS and OWSMD…

Good news….

There is a CURE!

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Here’s how you can write a prescription for success in social media ….

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First, remember that …

Social media by itself it NOT a strategy…

Social media is instead…24


An invaluable platform of social networks, microblogs, bookmarking and video-sharing sites that works to SUPPORT your educational agenda, marketing strategy and business objectives

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So where do we go from here?

First and foremost…

• Hear what is being said in real time

• Influence opinions at their conception

• “Technology is shifting power away from the editors, the publishers, the establishment, media elite. Now it’s the people who are in control” ~R. Murdoch

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LISTEN!!!

And then…

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And remember…

• Authentic• Honest• Open• Engaging• Interesting• Relevant• Frequent• Timely

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You can hide behind

regulations or lack of clarity on guidelines.

OR…

Be INSOCIAL

The choice is yours

Others we’ve helped. How can we help you?30


Questions?

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Thom Brodeur, Executive Vice President and CMO

EmpowHER

[email protected]

rx: social media for healthy marketing. not all side effects are bad

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