H S i l M k ti C B How Social Marketing Can Become Real for HealthcareDTC PerspectivesOctober 2009

Discussion

Why be social?…and why not?A dip-your-toes approach (and how *we* dipped)Wh t l dWhat we learned

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WHY BE SOCIAL?WHY BE SOCIAL? JUST A FEW MORE STATS…

Meet Patient 2.0

72% of patients surveyed expressed interest in online health communities and discussing their h lth d t t t ith thhealth and treatment with others

60% did not care who sponsored a health information tool as long as it i h l f l t th d t this helpful to them and to other patients

40% valued info about treatments th t th l ith ththat other people with the same condition had tried

23% were interested in support and f db k f th ti tfeedback from other patients

S I f M di I ' 2008 "S i l M di i H lth " hi hSource: InfoMedics, Inc.'s 2008 "Social Media in Healthcare" survey, which ran from April 29 and April 30, 2008..

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Meet Physician 2.0 Online Physician

84% of the total US physician population use the internet and other digital technologies to access

h ti l bi t h d

Online Physician Communities?

pharmaceutical, biotech, and medical-device information

Physicians on average conduct 41%of their pharmaceutical and medical device research online Physicians participating in online

communities are more likely to:co u t es a e o e e y toBe primary care physicians; Be female; Own a PDA or smartphone; Go online during or between patient consultations; and Be slightly younger than the average physician.

Results are based on a Q1 2008 telephone and online survey of 1,832 practicing U.S. physicians. Source: Manhattan Research, "Taking the Pulse(r) v8.0"

g p y

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Common Concerns and Deal-Breakers

Regulatory, of course! Adverse events

F i b lFair balance

Off label endorsement

Lack of control over topic tone contextLack of control over topic, tone, context, etc.

Difficult to measure impactNeed to continuously monitorNew and unfamiliar paradigm

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A DIP‐YOUR‐TOES APPROACH TOA DIP YOUR TOES APPROACH TO SOCIAL

Social Marketing Framework

REMEMBER YOUR OVERALL MARKETING STRATEGY!

MONITOR and LEARN then SET SOCIAL MARKETING OBJECTIVES

Examples

Stimulate and steer the di l

Connect patients with 

h h

Empower patient action i h l ddialogue each other with tools and support 

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Case Study 1: Connect patients with each other

Voices of MammoSite

Overall Patient Marketing Strategy: To raise awareness and consideration for partial breast irradiation as a treatment for breast canceras a treatment for breast cancer

Social Marketing Objective: Enable peer-to-peer counseling for women considering MammoSite as a treatment

Tactical Execution:Develop a MammoSite patient communityDevelop a MammoSite patient community

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Voices of MammoSite

Grassroots word-of-mouth program that harnesses the community, passion, and energy of breast cancer survivors and MammoSite believers to tell their story and share information

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Voices of MammoSite Home Page

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Voices of MammoSite – JoAnn’s Story

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Public Service Announcement

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Voices of MammoSite Facebook

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Voices of MammoSite Results

Successful Program Launch125,000+ visitors annually

325 t t t325+ contact requests from potential patients annually

130 volunteers

Award winning program MITX Award nominee - Best Use of Social Media

Manny Awards nominee - Best Total Integrated Program

DTC 2008 Advertising Awards - Best Medical Device Campaign

ADDY Award Philadelphia Ad Club for best PSA CampaignADDY Award– Philadelphia Ad Club for best PSA Campaign

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Case Study 2: Empower patients to take action

“promise to me” Campaign

O ll P ti t M k ti St tOverall Patient Marketing Strategy:

Develop a corporate-sponsored cause campaign for Breast Cancer Awareness Month to raise awareness about the importance of getting a mammogrammammogram

Hologic to donate $1 for every 10 e-mails to girlfriends to fund a mammogram for underserved women. Donation made to Remote Area Medical group.

S i l M k ti Obj tiSocial Marketing Objective:

Educate women and give them tools to educate their friends and family

Tactical Execution:

Use a combination of social networking and offline tactics to channel the viral energy of women online

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“promise to me” Website

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“promise to me” Posters & Reminder Cards

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“promise to me” PSA

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“promise to me” Facebook

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“promise to me” Twitter

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Case Study 3: Stimulate and steer the dialogue

Fetal Fibronectin BabyCenter Group Sponsorship

Overall Patient Marketing Strategy: To educate and motivate pregnant women to ask their doctor about the fFN testthe fFN test

Social Marketing Objective: Channel the energy of women sharing their pregnancy stories to spark conversations around specific topics

Tactical Execution:Sponsor BabyCenter groupSponsor BabyCenter group

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Stimulate message board conversations

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Metrics

From May to SeptNumber of users increased 3x

N b f t i d 3Number of posts increased 3x

Number of comments increased 3x

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Case Study 4: Empower patients to take action

GrowthHormoneTherapy Channel on YouTube

Overall Patient Marketing Strategy: To provide patients and caregivers with tools and content to support them on their journeysupport them on their journey

Social Marketing Objective: Identify opportunities for patient testimonial video distribution and sharing

Tactical Execution:YouTube channelYouTube channel

Project Contributors:

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CommonHealth: Creators/Designers/Producers of concept, approach, and video.Greater Than One: YouTube page layout and implementation.

Branded YouTube Channel

What it took:

3+ med/legal reviews

Hypothetical set up w/mockupsHypothetical set-up w/mockups

Concerns that came up:

Ratings, comments, related videos, search results, AE reporting

Pro’s/Con’s of branded vs. unbranded:

Branded Pro’s: primarily brand awareness

B d d C ’ f i b lBranded Con’s: fair balance

Unbranded Pro’s: less promotional, no fair balance needed

Unbranded Cons: no awareness

Project Contributors:

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CommonHealth: Creators/Designers/Producers of concept, approach, and video.Greater Than One: YouTube page layout and implementation.

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Channel View

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Safety and disclaimers

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Branded YouTube Channel

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YouTube Metrics (5 days)

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WHATWE LEARNEDWHAT WE LEARNED

What advice we can offer

Start with a STRATEGY not a social strategy

Keep social in PERSPECTIVE

H ifi GOALS d METRICS i i dHave specific GOALS and METRICS in mind

Give yourself and your team TIME

Commit to trying SOMETHING and see where it takes youCommit to trying SOMETHING and see where it takes you

Be prepared for the UNEXPECTED

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