Embed Size (px)
DESCRIPTION
Social or community context is what people learn on the social web that influences the meaning or impact of expert-created content, like brand marketing or the advice of healthcare professionals. It's part of a new, nuanced way both physicians and patients make Rx choices.
Citation preview
SOCIAL MEDIACONTEXTThe conversational fuel to powerstronger brand ROI
Read the full article on community context and its impact on Rx decision making in MedAdNews: http://bit.ly/iQLab1
ABOUT COMMUNITY CONTEXTThe new input in healthcare decision making
The way we make buying decisions has fundamentally changed
In 2006, we turned our collective attention to the impact of social media.
Prefer the opinion of “someone like me”.
The way we make buying decisions has fundamentally changed
The value of peer opinion had risen to surpass that of doctors and
academic experts for the first time.
2003 2006
The way we make buying decisions has fundamentally changed AGAIN
2003 2006 2010
Today that peers-first trust number has dropped to 37%,
falling behind everything from analysts to news reporting.
But that’s not the whole story
RIGHT DECISION FOR ME OR MY PATIENT
MEDICAL & MARKETING
We haven’t turned away from peer voices. We’ve simply reached a more balanced approach, synthesizing authoritative information with peer perspectives.
COMMUNITY CONTEXT
Materials from brands.
Advice from experts.
Perspectives of people like me.
Research I do on my own.
What people learn on the social Web that influences the meaning or impact of expert-created content
such as brand marketing and healthcare
professional advice.Community
Context:
Two of the most critical decisions in healthcare start with a little slip of paperThe moments when a physician decides to write an Rx and when a patient decides to fill one.
• ePocrates• Sermo • Patient communities
• WebMD• Online HCPs• Peer-to-peer
44% use content and context to evaluate
Content and context support the docs Rx
As many as 22% of prescriptions go unfilled – in part because of what patients
and caregivers learn from social context
The role of social is adding perspective. It’s the element of “what do people like me think?”
Accuracy
Does the expert information seem to reflect the experiences of real people?
Relevancy
What would someone like me choose for herself or her child?
Currency
Does it reflect the latest thinking?
Authenticity
What will it really be like?
Curiosity
Have I asked all the right questions?
What they find acts as a filter for all that authoritative content:
Does the expert information that you’ve
created complement and connect with
that context?
Does the social context continue your message
and story or interrupt it?
What social context will people find when they look up your brand?
Using social context for your brand
Understanding social context starts
with listening
Brands can use community context to make their creative even more powerful
Answer the real questionsPeople ask their toughest, most straightforward questions online.
Using social context lets your brand answer questions people ask each other.
Speak like a nativeSocial context immerses you in the way people really talk.
Complete the puzzle for herSocial context lets you see across all the possible inputs in a person’s decision making. Your marketing materials can complete that puzzle.
?
Community context is about connecting brand marketing to human conversations
It’s how print and broadcast become interactive.
What we sayWhat you find
INNOVATION LAB 2010
Seth Quillinsvp, [email protected]@squillin
Leigh Householderstrategist, [email protected]@leighhouse
