1.HARNESSING THE POWER OF SOCIAL MEDIALisa Tate, CEO, WomenHeart: The National Coalition for Women with Heart Disease Robert Schumm,Marketing Director, Bayer Consumer Care ePatient ConferenceOctober 26, 2009

2.

A womens advocacy campaign that encourages increased self-awareness of heart disease and advocates for active risk-reduction strategies optimizing aspirin utilization

is 2 http://www.facebook.com/strongatheart 3.

The nations only patient-centered advocacy organization serving the 41 million American women living with, or at risk of, heart disease

Goals:

• Educate

• Advocate

• Support

WomenHeart: real women

living with heart disease the boots on the ground

3 WomenHeart is http://www.facebook.com/strongatheart 4.

27,000 members and electronic newsletter subscribers

450+WomenHeart Champions , heart disease survivors trained as community educators/spokespersons at the WomenHeart Science & Leadership Symposium at Mayo Clinic

60+ local Support Networks meeting monthly (and growing)

Website with 100,000 unique visitors monthly www.womenheart.org

Active online patient community with 2,600+ registered members

Founding partner of National Heart, Lung & Blood InstitutesThe Heart Truth /Red Dress campaign

4 WomenHeart Today http://www.facebook.com/strongatheart 5.

Empower women to be their own best advocate for heart health

Collaborate with a high-quality sponsor in the social media arena to educate women about heart disease

Expand our reach and visibility among target audiences

Continue to develop on-line educational materials and content for women

WomenHeart Joined This Initiative to http://www.facebook.com/strongatheart 6.

Aligned missions and goals

Tools in place to promote program and Facebook page/increase fan acquisition

Relevant, desirable and meaningful premium

Compelling messengers

• Including strong professional and patient advocates

Strong media call-to-action

A Meaningful Partnership http://www.facebook.com/strongatheart 7. Our First Forayinto Social Media 8. 2 http://www.facebook.com/strongatheart Program Goals Program Goals Messengers Compel women to identify their risk , advocate for their own heart health and, as appropriate, reduce their risk by using aspirin as directed by a doctor Raise awareness of aspirin as a lifesaver and springboard for a discussion around itsrange and relevance of benefits forwomen, including heart attack, prevention and protection Sandra Revill Tremulis:WomenHeart Championand patient advocate Kathy Berra, MSN, ANP: WomenHeart Scientific Advisory Council; clinician, Cardiovascular Medicine & Coronary Interventions, Redwood City, CA and Stanford Prevention Research Center 9.

The target is online

We need to continue the conversation

• Social media success = ongoing consumer/patient involvement and engagement

Heart Month

Why Social Media for? 7 http://www.facebook.com/strongatheart 10.

Created online community of women with an interest in CV health

Facebook Page 8 http://www.facebook.com/strongatheart 11. Marketing Mix 9 http://www.facebook.com/strongatheart Bayer Newsletter WomenHeart Newsletter eNewsletters HeartSAFE Dramatic Difference Media Outreach RNR Video Podcast Online Community 12. SHOULD YOU TAKE ASPIRIN DAILY? Fan Highlights: Spikes & Success 10 http://www.facebook.com/strongatheart 13. Social Media Traditional Media Dont forget on Facebook,WomenHeart Strong @Heart ! doctors said theaspirinprobably saved her life. TheBayer Aspirin Brandhas replicated [Sandras aspirin] holder called theStrong @Heart HeartSAFEthat can easily attach to a key chain or purse and should be carried by anyone at risk of a heart attack. What Success Looks Like:Advancing Education & Inspiring Advocacy 11 http://www.facebook.com/strongatheart 14. Viral Marketing Patient Resources I have passed this along to my Central Maryland Support Group. WomenHeart SupportGroup Leader It's a strong and simple message--I'll definitely [share it with] my friends. What Success Looks Like:Advancing Education & Inspiring Advocacy 11 http://www.facebook.com/strongatheart 15. Proven Partnerships Yield Strong Potential for Future Success 12 http://www.facebook.com/strongatheart