SOCIAL HEALTHA 201 on social media for healthcare marketing

SOCIAL MEDIA CONTINUES TO REVOLUTIONIZE HOW WE MAKE HEALTHCARE CHOICESTwo years ago, we created a Social Media 101 class – basically, a bootcamp for pharma marketers who wanted to understand how social media was changing how people learn about, evaluate, and ultimately make healthcare decisions.

Then, the trust graph was in major flux. People were figuring out how to use social connections (not just Dr. Google) to benefit their health. And, deciding if they were willing to interact with brands in that space.

Today, social destinations are among the most popular on the web. They are an essential part of many of our lives. And, they have truly revolutionized how we think about health.

HEALTHCARE EXPERTS AND BRANDS ARE RIGHT THERE WITH USIt has been months since we heard someone say in a meeting: “we’re waiting to see the FDA’s guidance on social media before we get involved.”

Sometime in 2011, we all seemed to collectively realize: It’s just not going to be that easy. Instead, pharma would have to find its own way. To date, at least 60 pharma brands have done just that. They’ve built internal guidelines, tested approaches and actively gotten involved in social media.

IN THIS 201, WE’LL LOOK AT FOUR TOPICS:1. Social health today: Ways people and

professionals are using social media to support their health

2. Big impact by brands: Best-of examples from health and pharma brands on social platforms

3. What’s next: Top trends to watch in social health4. Your questions: And, answers for brand managers

who want to get involved in social health

SOCIAL HEALTH TODAY5½ big shifts in how we use social

OUR FIRST ANSWER IS: “I DON’T KNOW, BUT I CAN TRY TO FIND OUT”

1

Pew Internet and American Life Project, 2011

The internet has changed people’s relationships with information. Online resources, including advice from peers, are a significant source of health information in the U.S.

80% of internet users have looked online for information about any of 15 health topics such as a specific disease or treatment.

23% of social network site users have followed their friends’ personal health experiences or updates on the site.

DO OUR OWN RESEARCH SEE OTHER’S EXPERIENCES

HEALTH IS HAPPENING ON MAJOR SOCIAL NETWORKS

2

1/3

40%

1:4

are using YouTube, Facebook and Twitter to find medical information, research and share their symptoms, and offer opinions about doctors, treatments, drugs, and health plans

say they have used social media to find health-related consumer reviews (e.g. of treatments or physicians)

have "posted" about their health experience

PwC Health Research Institute survey, 2012

More people visit the top five health community sites each month than watch a typical episode of American Idol.

HEALTH COMMUNITIES ARE MORE POPULAR THAN AMERICAN IDOL

3

18 million 23.5 million

Nielsen, March 2012Compete.com, April 2012

A recent report found that social media activity by hospitals, health insurers and pharmaceutical companies is miniscule compared to the activity on community sites.

THE CROWD IS OUT-CREATING THE EXPERTS

4

PwC Health Research Institute survey, 2012

8:10healthcare companies have

a presence on various social media sites

X24multiplier of how much more content was on

community sites in a week

COMMUNITY IS HAVING A REAL IMPACT ON HEALTH

5

Lots of research has shown the impact that the support of friends and family can have on someone’s health or habit change. New research is showing that strangers connected via social media can have a similar impact.

A study of My Quit Coach showed that more than twice as many users succeeded at changing their habit with live-tracking and focused social community support.

WOMEN DOMINATE SOCIAL1/2

While not strictly about health, this trend is incredibly interesting to marketers: Women, overall, are significantly more likely to engage with social media than men.

How likely each is to do the following compared to the average American adult:

WOMEN MEN

Build or update a personal blog +8% more likely -9% less likely

Fan/follow a brand +18% more likely

-21% less likely

Create a social profile +6% more likely -7% less likely

Go online to purchase a product seen on TV

+12% more likely

-14% less likely

BIG IMPACT BY BRANDSHow leading pharma brands are building connections in social media

THERE ARE VIRTUALLY LIMITLESS WAYS TO ENGAGE IN SOCIAL MEDIA. WE GATHERED A FEW OF OUR FAVORITES FROM PHARMA:

Communities Facebook

YouTube Active Listening

COMMUNITY: NOVARTIS KNOWS AGE CHANGES EVERYTHING

Around 30,000 people in the U.S. have cystic fibrosis – each of them in a fight for life. Novartis made a special investment in helping connect young people struggling with this disease. On CFVoice, people can connect with just their age group, see great videos, play interactive games and share advice and support. cfvoice.com

COMMUNITY: BIOMARIN PAIRS COMMUNITY WITH CONTENT

PKU.com is a lasting resource for families and physicians dealing with a PKU diagnosis. It includes quick-start information for parents and true communities for teens.

The community/site also provides deep professional resources - including a peer-to-peer exchange. This unbranded site has such powerful content that it appears on the first page of Google search results for the condition.

PKU.com

COMMUNITY: J&J BRINGS CAREGIVERS TOGETHER

Strength For Caring is designed to provide family caregivers with a broad range of expert content and information, an emerging online community, daily inspiration, and much needed support.

The initiative is partnering with other caregiving organizations across the country and is expected to launch new tools and programs in the coming months. Strengthforcaring.com

COMMUNITY: GSK HELPS USERS HELP THEMSELVES When GSK launched their new diet supplement, they knew potential buyers would have a lot of questions – and they’d want answers from their peers. So, they designed a product website that had community built in.

In alli circles, people can use a message-board-style community to ask each other for advice, support, and sometimes just an idea for dinner. myalli.com/allicircles

VIDEO: J&J ATTRACTS MASSES WITH JUST-IN-TIME EDUCATIONWith 6.3 million lifetime video views and over 5,500 visitors converting to subscribers, Johnson & Johnson has, by far, the largest following on YouTube.

Video content is primarily targeting consumers with an array of clips, organized into playlists, about certain conditions such as autism and diabetes and specific brands such as Acuvue. Most impressively, the content is timely. Over the course of the H1N1 (Swine Flu) outbreak, Johnson & Johnson released 11 videos educating visitors on the virus and how to protect themselves.

YouTube.com/JNJhealth

VIDEO: BI CREATES PLAYLISTS TO MAKING NAVIGATING EASYBoehringer Ingelheim’s YouTube channel features nearly 80 videos with content for patients and physicians. The variety of content has lead to 522 current subscribers and 248,000 lifetime views of videos.

Thanks to specific playlists focused on conditions and other collections targeting physicians, BI’s channel is intuitive and easy-to-use (even for first time viewers). The social media banner at the top is well-designed and a really nice touch that highlights other channels in which BI engages with patients and physicians.

YouTube.com/BoehringerIngelheim

VIDEO: GE HEALTHCARE GIVES VISITORS AN INSIDER’S LOOKThe GE Healthcare YouTube channel is a complete hub for information and content around the healthcare practice at GE. With videos regarding news & asset management to patient experience stories, GE has attracted visitors from investors to patients. Scrolling down the page gives the visitor a peek into GE Healthcare’s social world with real time social updates and links to their Facebook and Twitter feeds.

YouTube.com/GEHealthcare

VIDEO: LUNESTA HAS CREATED A TRUE BRAND HUBLunesta (Sunovion) has built the most customized channel of any of the brands we reviewed.

The Lunesta channel matches the layout and much of the functionality of the brand’s official webpage, creating not only a consistent experience across the channels but also makes the YouTube channel a hub for all brand content. They’ve loaded the channel with tons of resources and conversion points. Lunesta hasn’t updated their page in a while, but have done a nice job designing the page. More consistent content could lead Lunesta to one of the top video campaigns in pharma. YouTube.com/Lunesta

VIDEO: MILLENIUM IS BUILDING AN ONGOING VIDEO SERIESThe Millennium US YouTube channel rounds out our favorite video campaigns. But, we’ve ranked this one not so much on its current state but more for potential. Launching in August 2011, the volume of content doesn’t stack up to others on the list, but they have developed an educational video series defining terms in the field of oncology to educate patients and their caregivers. The series, called OncTerm, highlights popular terms used by oncologist and defines what they mean in layman’s terms. Currently, the series updates once each month.

YouTube.com/MillenniumUS

FACEBOOK: ABBOTT NUTRITION REALLY GETS NURSES TALKING

NightNurseNation was created by Abbott Nutrition and is intended to be a platform to represent the interest of night nurses across the US. Abbott does an exceptional job at curating content from across the web, including surveys and studies, workplace topics, and inspirational videos all while (subtly) suggesting Abbott products to keep nurses, their families and their patients healthy. Abbott highly encourages nurses to share their own content, videos and photos and leave comments on others – many posts have dozens of comments.

Facebook.com/NightNurseNation

FACEBOOK: BAYER CONNECTS SURVIVORSSponsored by Bayer, I am ProHeart is a place for survivors of major heart issues and their support network to share stories and work to live healthier lives. It is apparent the posts by Bayer are well-thought out as most are conversation starters versus just links to other content; and the community appreciates that, too. Most posts have hundreds of likes and comments. Overall, a nice balance between the cause and the brand. Facebook.com/IamProHeart

FACEBOOK: SANOFI PARTNERS UP TO COMBAT WHOOPING COUGH

The Sounds of Pertussis campaign to bring awareness to whooping cough is a co-sponsored program between Sanofi Pasteur and the March of Dimes with a celebrity endorsement from NASCAR driver Jeff Gordon. The level of engagement between users is at a high-level but there has been no response from the brands, leaving some fan questions unanswered. Regardless, the content is rich with conversation starters, photos and videos of news stories from across the country.

Facebook.com/SoundsofPertussis

FACEBOOK: EMD AND PFIZER ADD GAMES TO THEIR PAGE MS Voices is sponsored by EMD Serono and Pfizer. Throughout the Timeline, people affected by MS share their stories and offer support for fellow communities members. MS Voices takes advantages of Facebook Apps, most notably creating a MS Crosswords game that allows fans to compete as a single player or invite Facebook friends to compete against them in crossword puzzles about MS. Users can share the game and their results across their network.

Facebook.com/MSVoicesAMultipleSclerosisCommunity

FACEBOOK: LILLY SUPPORTS A COMPETITION WITH COMMUNITYIn 2004, Lilly Oncology created Lilly Oncology On Canvas: Expressions of a Cancer Journey Art Competition and Exhibition to help people affected by cancer cope with the emotional side of the disease. While there is an official webpage for the competition, the Facebook page is used to share support in cancer diagnosis and promote the call for entries for the biennial competition. Artwork is not displayed on the Timeline but a Facebook app allows visitors to view past winners.

Facebook.com/LillyOncologyOnCanvas

ACTIVE LISTENING: ASTRA ZENECA COMES TO THE RESCUEComcast, Dell, Zappos and other consumer brands created the expectation that brands were listening. Now, pharma is using Twitter for real-time response

Nexium listens for people with complaints about its products and then directs them to its customer service line to find help. Great way to show you’re listening and find new ways to use big investments (like a call center)

Twitter.com/AZhelps

ACTIVE LISTENING: UCB SCIENTISTS LISTEN ON PLMTwo years ago, UCB made a powerful commitment: it would sponsor and listen to the epilepsy community on Patients Like Me.

The company was looking for on-the-ground research with a wide-cross section of patients. What they learn about epilepsy will help improve drug safety and lead to new advances in care.

PatientsLikeMe.com/conditions/3-epilepsy

ACTIVE LISTENTING: BIRDSNBEES ANSWERS SMSThe Adolescent Pregnancy Prevention Campaign of North Carolina has a different kind of active listening – one that replies to texts.

“You text us a question to 36263.  Within 24 hours, we text you back with an answer. It’s that simple.  We won’t judge you or preach to you; you get the best advice and information that we can offer free of charge. All questions are welcome and no question is too outrageous. We’re here to help.”

http://appcnc.org/brdsnbz-text-message-warm-line#

WHAT’S NEXTTrends we think will change social health

MOBILE HEALTH WILL BLUR THE LINES BETWEEN FORMAL CARE AND PEER INTERACTIONThe growth of telehealth will make our interactions with healthcare professionals more casual and immediate – further chipping away at the exceptionalism of medical expertise.

We also expect to see a rise in the number of doctors actively listening and responding in social media to build a targeted practice base.

This online care manager from the Veterans Administration, lets users initiate in-home telehealth visits with their primary care team and specialists

RISE OF THE SOCIAL RX

Manhattan Research, 2011

0%

20%

40%

60%

80%

100%

Pain Specialists All Physicians

Yes, but not specific sites

Yes, to specific sites

No

Yes, but not specific sites

Yes, to specific sites

No

Primary Care All Physicians

Physicians are already writing Rx’s for what to take and where to learn:

We expect a growing number of these recommendations to be social – taking people to places where they can learn from their peers, in a safe, trusted environment.

THE BIG PUSH TO SELF CAREThe FDA recently held hearings about using technology to expand the number of medications that can be administered over the counter. That’s right: prescribing by self-screening.

The testimony focused on drugs commonly prescribed for high cholesterol, high blood pressure, migraine headaches and asthma. The agency also may explore easier access to diabetes treatments.

When the tools and the crowd become the expert, social communities and open platforms become more important. Cracking that new point of influence will put social media back in the spotlight.

Look, too, for new self-guided diagnostics that turn the pharmacy into an on-demand exam room

MORE, MORE VALUABLE MEANING FROM THE SOCIAL GRAPHYou’ve probably heard people like us say that social media is the world’s biggest focus group – the hard part is how to actually mine it for real insight.

Look for big advances in the algorithms that sort and search social media. We expect to see innovative ways to make data more comparable, trends more visible and action more doable.

Sickweather uses real time using data from social networks to track communicable diseases – from city to city, or even through networks of friends.

TOP QUESTIONSWhat marketing leaders like you ask us about social media

WHAT ABOUT ADVERSE EVENTS?We might as well start with the big one, right?

The good news is: Studies have consistently shown that the amount of AE conversation that is social is a fraction of one percent of the branded chatter.

Visible Technologies did the most recent study. They analyzed 257,177 posts mentioning one or more of 224 Rx and OTC brand names. Only 0.3 percent actually contained a report of an AE experience. And, only 14 percent of those posts had an identifiable full name and contact method.

In short: There’s much more to gain than lose in social

WHEN WILL WE GET GUIDANCE FROM THE FDA?Late last year, the FDA quietly released draft guidance on unsolicited requests for off-label information. For the first time – it included guidance for social media.

The FDA noted that this was the first of a series of planned releases. Although reception of the new guidance was mixed, one thing was clear – the FDA has become incredibly savvy about the role digital plays in helping consumers make healthcare choices.

One thing that’s unlikely to ever happen: Straight social media guidance. For the FDA, it’s about the message, not the medium. They’ve created guidelines for promotion and advertising (fair balance, truthful, adequate disclosure of risk, etc). They expect us to figure out how to apply them on Twitter.

HOW DO BRANDS TYPICALLY GET STARTED?The most effective social media efforts start with one question:

What do you want to accomplish?• Listen to and gather feedback from your customers, employees, investors• Learn how your brand is perceived by loyalists and detractors• Build lasting relationships with key stakeholders • Drive new product and service awareness and adoption • Act quickly and in a multi-faceted way to crises • Improve customer service by providing immediate solutions

HOW DO BRANDS TYPICALLY GET STARTED? (continued)From there, you want to build the right foundation:

Start listening Audit the space

Build internal guidelines Develop a pilot plan

WHAT IF I DON’T HAVE THE RESOURCES TO DO THIS MYSELF?Long term, social engagement should definitely become part of every marketing organizations core competency. In the short term: there’s lots of help from your agency partners.

Distill the conversation

• Consumers• Caregivers• Professionals• Investors

Uncover new ideas and

opportunities• Workshops• Planning summits• 101s

Build a clear strategy• Action plan• Operations plan• Measures and metrics

WHAT REALLY GOES INTO BUILDING PLAN?Basically what you’re looking for is a balanced approach – one that considers the needs of the brand and the people, ultimately creating a unique, valued experience

What competitors are doing

What people want and

need

What assets and

resources are available

What the brand wants

to accomplish

THE

MA

RK

ETP

LAC

ETH

E B

RA

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SOCIAL MEDIA OPPORTUNITY

• Can you join your audience in a cause?• Does your brand have advocates? • Are you open to a dialog?• Do you have questions for your fans?• Is your audience searching there? • Do you have something new to share?

A little told me that isn’t the right

for every brand. Here’s how you can tell:

SHOULD MY BRAND REALLY BE ON FACEBOOK?

INNOVATION LAB 2010

Seth Quillinsvp, innovationsquillin@iq-w.com614.543.6565iQ-W.com@squillin

Leigh Householderstrategist, iQleigh.householder@iq-w.com614.543.6496IQ-W.com@leighhouse