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COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 1 make an impact! 5 Steps in Healthcare's Social Media Agenda April 25, 2012

Five Steps in Healthcare's Social Media Agenda

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Peppers & Rogers Group has created a five-part agenda for establishing a social media practice that will allow payers, providers, pharma companies and others to do see real economic and relationship impact.

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Page 1: Five Steps in Healthcare's Social Media Agenda

COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 1

make an

impact! 5 Steps in Healthcare's Social Media Agenda

April 25, 2012

Page 2: Five Steps in Healthcare's Social Media Agenda

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Today’s Speakers

Elizabeth Glagowski Executive Editor, Strategy

Peppers & Rogers Group

Marc Ruggiano Partner,

Peppers & Rogers Group

Dietrich Chen, Ph.D. Director,

Peppers & Rogers Group

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Event logistics

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• You will not be able to participate in today’s survey

Download a PDF of today’s slides

• Click the green PDF icon

Have a question for the presenters?

• Click the red Q&A icon

Helpful tools

• Click the gold question mark for help with technical issues

• Enlarge slides when needed

• Twitter Hash tag: #prghealthcare

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Why Social Media Is Important in Healthcare

5 Steps in Healthcare's Social Media Agenda

Self-Diagnosis

Agenda

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Why Social Media is Important

for Healthcare

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Time spent online is chipping away from TV and other traditional media

??

Time spent on traditional media is shifting toward online and Social Media

How do we identify, engage and serve existing and prospective customers on online channels?

TV Outdoor

Press Radio

Portals, online communities, and social media are not alternative channels anymore! That is where the conversation is taking place

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Social Media has gone mainstream and ubiquitous

• 70% of all web content is consumer-

generated media

• 50% of the world population is under 30;

96% of those have joined a social

network

• 25% of all website page views point to

the top 10 social networking sites

• 78% of consumers trust peer

recommendations by social media

• 34% of bloggers post opinions about products and brands – there are 112

million blogs, and 120,000 new

blogs/day

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And a large portion of consumers is already seeking out health information through social media Consumer reviews top the list of health informationviewed through social media

Chart Pack

PwC Health Research Institute – Social media “likes” healthcare3

Percentage of consumers viewing health information

through social media

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Consumers use social media for health-related activities

Percentage of consumers who use social media for

health-related activities

Nearly 30% of consumers have supported a healthrelated cause or commented on others’ healthexperiences via social media

Chart Pack

PwC Health Research Institute – Social media “likes” healthcare4

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Consumers appreciate services offered through social media channels by providers, insurers, and pharma

Percentage of respondents finding value in services offered by healthcare

providers via social media

Percentage of respondents finding value in services offered by health insurers and drug

companies via social media media

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Social media plays an important role in influencing consumers’ decisions related to health

Likelihood of information found via

social media affecting health decisions

45% of consumers said information found via social mediawould affect their decision to seek a second opinion

Chart Pack

PwC Health Research Institute – Social media “likes” healthcare8

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Consumers are more willing to share information, the more they trust their healthcare partner

Likelihood to trust and share information

via social media

Consumers are more likely to trust information fromand share information with healthcare providers

Chart Pack

PwC Health Research Institute – Social media “likes” healthcare10

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5 Steps in Healthcare's Social

Media Agenda

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Social Media Success – a 5 Part Plan

Under-stand It

Embrace

It Include It

Explore It Observe

It

Social Media

Success

1

2

3 4

5

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Understand it 1

• Familiarize yourself with social media concepts, tools, and

vendors

• Learn from the experience of

early adopters in healthcare and research best practices

• Understand which social media

channel is most appropriate for your specific goals

“…social media

can be

paralyzing..”

“…it’s still so

new, what’s the

ROI?..”

“…we are looking to

the FDA since we are

so highly regulated...”

Some common concerns about

Social Media…

But Social Media is here to stay –

with consumers being active

participants and seeking control of

their own health

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Best Practice: 1

• Facebook: – Share company news

– Answer subscribers’ questions

– 24,000 “likes”

• Twitter: – Report news and other

company activities

– 6,500 followers

• Flickr: photos that journalists are free to use

• YouTube: videos about financial performance, philanthropic

activities

• LinkedIn: healthcare networking and recruitment

GlaxoSmithKline (GSK) leverages

social media in a variety of ways:

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Embrace it 2

• Make social media a defined and

formal part of your business

• Establish a budget appropriate for your goals

• Determine which areas would most benefit from social media

• Make social media education a formal objective for key employees

• Designate a social media subject

matter expert

Healthcare companies must harness

this opportunity

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Best Practice: 2

• Four page document, text only

• Outlines Roche’s philosophy on social media

• Establishes a set of ground rules and principles

• Establishes seven rules of communication

– When speaking about Roche as an employee

– When speaking on behalf of Roche as an employee

• High degree of employee latitude with caution on product, financial info

• Typically playbooks include comprehensive background materials on social networks; Roche assumes prior knowledge and does not attempt to

educate on either social media itself or Roche’s social presences (may be in training or in an internal, more comprehensive version of this document)

Public version can be found at http://www.roche.com/social_media_guidelines.pdf

Roche Social Media Playbook Summary

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• Be conscious about mixing your

personal and business lives

• You are responsible for your actions

• Follow the Roche Group Code of

Conduct

• Mind the global audience

• Be careful if talking about Roche. Only

share publicly available information

• Be transparent about your affiliation

with Roche and that opinions raised are

your own

• Be a “scout” for sentiment and critical

issues

7 Rules for PERSONAL online activities

Speaking “about” Roche

7 Rules for PROFESSIONAL online activities

Speaking “on behalf of” Roche

• Follow the Roche Group Code of

Conduct and Communications Policy

• Follow approval processes for publica-

tions and communication

• Mind Copyrights and give credit to the

owners

• Use special care if talking about Roche

products or financial data

• Identify yourself as a representative of

Roche

• Monitor your relevant social media

channels

• Know and follow our Record Manage-

ment Practices

Roche Social Media Principles in Short

2 Best Practice:

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Observe it 3

• Define objectives and goals (e.g., alerts when consumers post negative

or positive comments)

• Decide where to monitor – start by monitoring conversations for a period

of time to understand what types of

topics are being discussed

• Develop an interaction plan that

meets objectives

• Create a comprehensive monitoring

strategy, including a formal ‘listening

program

Critical steps in monitoring social media

conversations

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Best Practice: 3

• Shape clinical trials and

messaging by listening to patient conversations on sites like

PatiensLikeMe.com

• Scan for AE: – “Scrape” conversations

patients are having online

– Identify keywords that could

raise AE issues

– Rate of AE is about 2-3% of all

comments

UCB Pharma, a biopharma focused

on severe diseases, uses social

media “listening” to gain insights:

“…its’ important that

we are listening and

not afraid of adverse

events..”

“…if we are not listening

authentically, and if we’re not

being open, we’re sending a

message that ‘we really don’t

want to hear from you.’..”

“…we listened to patients

passively. And we heard

something, a nugget of

information, that...

helped us narrow the

field…”

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Explore it 4

• Identify several social media pilots or

proof of concept opportunities (e.g., “crowd-sourcing” pilot for product

development)

• Execute and evaluate the outcome of the pilots

• Capture lessons to inform refinements and next steps

• Extract data and develop business

case for investing and participating in social media

Pilot programs are key in the learning

process

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Medicis is the leading independent specialty pharmaceutical company in the United States,

focusing primarily on the treatment of dermatological and aesthetic conditions

• Created a private seed community of 200 people:

Survey about beauty, aging, and perceptions of products and treatments in the market

• Helped design a microsite

– Chose the community elements (video blog, private community, email newsletter, Q&A

features, real people stories)

– Helped shape the editorial strategy

• Filmed a six-episode web series to educate consumers

• The community discussed the episodes and

specific treatment options

Medicis wanted a community model to support marketing for a new product

Best Practice: 4

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Results

• Requests for specific products

increased 400% at featured

doctors’ offices

• Visits to featured doctors doubled

• With only word of mouth

promotion, 50,000 women visited

the website in the first six weeks

• Medicis was awarded an IABC

Golf Quill for the campaign

Best Practice: 4

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Include it 5

• Identify and document a clear set of

social media priorities

• Determine a budget that identifies investment resources

• Gather support from key stakeholders in the organization

• Ensure that the social media strategy is

aligned with the company’s overall

business and customer strategy

• Communicate the expected outcomes to employees and stakeholders

Social Media needs to be aligned with

corporate strategy

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Best Practice:

• Mayo Clinic Social Media Health Network: – Serve as a resource for health-related

organizations (Peppers & Rogers Group

is a member)

– Provide webinars, workshops, boot

camps, online curriculum to train

healthcare professionals on the use of

social media

– Offer consulting and coaching on

aligning social media strategies with

business goals

• Facbook/Twitter: Doctors share insights

quickly – Report news and other company

activities

– 6,500 followers

• Blogs: Share information and encourage questions

Mayo Clinic has woven social activity

throughout its operations:

5

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Self-Diagnosis

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Social Readiness Checklist

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We can help you understand the social media landscape, what

strategy options are available, and how to test and deploy them

Social

Media

Assessment

and Insights

Social Media

Strategy Options

1 2 3 4

Social Media

Strategy

Design

Pilot Programs and Deployment

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PRG Healthcare Practice Activity

1. Social Media and Trustability Assessment and Working Sessions

• Assess the social media and trust capabilities at your organization

• Schedule your own on-site working session for your colleagues

• Contact Tom Schmalzl at [email protected]

2. Peppers & Rogers Group Healthcare Webinar Series

• “Case Study: Making the Consumer-centric Transformation” – May 17

• View archived webinars

• Register at http://www.peppersandrogersgroup.com/healthcare

3. Follow us on Twitter @PeppersRogers

4. Follow us on Facebook.com/PeppersandRogersGroup

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Q&A Session

Elizabeth Glagowski Executive Editor, Strategy

Peppers & Rogers Group

Marc Ruggiano Partner,

Peppers & Rogers Group

Dietrich Chen, Ph.D. Director,

Peppers & Rogers Group

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Marc Ruggiano Partner

[email protected] +1.203.989.2189 (office)

Dietrich Chen, Ph.D.

Director

[email protected]

+1.203.989.2200 (office)