DTC Perspectives: Connecting with patients the RIGHT way

Casey Quinlanthe "Mighty Mouth“Mighty Casey Media LLCwww.mightycasey.com

Welcome to the session!We’ll be starting momentarily.

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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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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?

Must-have technology

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It's a CONVERSATION

NOT a monologue ...© Mighty Casey Media LLC

A successful approach

Customers(sometimes called

"patients")

Marketing team

Clinical team

Equal partners, all LISTENING.© Mighty Casey Media LLC

The perpetual question(again):

Am I helping?Am I selling?*

*remember: sell on SM = #fail© Mighty Casey Media LLC

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© Mighty Casey Media LLC

Glamour "Don't"s

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 ...© Mighty Casey Media LLC

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!! © Mighty Casey Media LLC

Be there. Be real. Listen.

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Questions, comments welcome!Casey Quinlan

the “Mighty Mouth”casey@mightycasey.comwww.mightycasey.com

www.cancerforchristmas.com

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