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Casey Quinlanthe "Mighty Mouth"www.mightycasey.com
Cancer WarriorAuthor ofCancer for Christmas: Making the Most of a Daunting Giftwww.cancerforchristmas.com
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Healthcare ,Social Media ?
There's an app for that**
**by the way ... the app is YOU
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Fire hose?
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Media LLC
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Find your focus + friends
• Who are your customers?• Who do they trust?• What are their issues?• Where do they hang out?• HOW DO YOU HELP?
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First questions
Who do we help?What are their issues?How do we help them?
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Next questions
Where do our peeps hang out online?Who are the community leaders?
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The perpetual question(s):
Am I helping?Am I selling?
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The perpetual question(s):
*sell on SM = #fail
Am I helping?Am I selling?
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Must-have technology
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It's a CONVERSATION
NOT a monologue ...
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A successful approach
Customers(sometimes called
"patients")
Marketing team
Clinical team
Equal partners, all LISTENING.
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The perpetual question(again):
Am I helping?Am I selling?*
*remember: sell on SM = #fail© Mighty Casey Media LLC
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Be a revolutionary
Instead of pushing "ask your doctor about ... "
Ask yourselves "what should we ask our PATIENTS about?"
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Success story
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AZ #rxsave strategy
• Used Twitter and company blog to promote the chat
• Established rules of engagement up front• No specific meds/condition questions on
Twitter• Directed individual ?s to corporate site and
call-in lines• After initial chat, total of 2,000 tweets using
#rxsave, steady follower increase• Patients, providers, and company reps participated
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Glamour "Don't"s
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The cost to KV Pharma
• Consumers (a/k/a "patients") are savvy + price-aware
• Customers come before shareholders (no customers = no revenue = NO share value)
• If it's all about shareholder value, you'll wind up at #epicfail
• The snapshot:• Share price 2/2/11: $1.51• Share price 3/8/11: $13.07 (+865.56%)• Share price 10/7/11: $1.22
• You do the math ...
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Let's review
• Identify your customers + their community• Then identify the influencers in that
community• Know that we are smarter than you think• Know that we talk to each other constantly• LISTEN to our conversations• Contribute value, not a sales pitch• Be human 1st, then be a brand
TELL THE TRUTH!!
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Be there. Be real. Listen.
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Questions, comments welcome!Casey Quinlan
the “Mighty Mouth”[email protected]
www.mightycasey.comwww.cancerforchristmas.com
© Mighty Casey Media LLC