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In this presentation originally designed for a live webinar, Story Worldwide and STRIKEFORCE Communications take a look at the current Social Media landscape for Healthcare and Pharma clients, and help teach them how to use digital channels to tell their story and help it spread. Learn more at http://www.storyworldwide.com or our blog at http://www.postadvertising.com. Follow us at: http://www.twitter.com/StoryWorldwide http://www.twitter.com/PostAdvertising http://www.fb.me/StoryWorldwide
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EMBRACING SOCIAL MEDIA FOR HEALTHCARE THROUGH
DIGITAL STORYTELLING Presented by Story Worldwide and STRIKEFORCE
JON THOMAS Communications Director Story Worldwide
SIMON KELLY Chief Operating Officer Story Worldwide
KEITH BLANCHARD Executive Creative Director Story Worldwide
MIKE RUTSTEIN President STRIKEFORCE Communications
CONTENT CURATED BY:
1 –Overview: Story and STRIKEFORCE
2 – Pharma’s Challenges
3 – Narrative Solutions
4 – The Social Payoff
5 – Case Studies
TODAYS PLAYLIST
PHARMA’S CHALLENGES Talk about headaches!
A SEA OF SOCIAL MEDIA TECHNOLOGIES Creating a lot of chatter among Healthcare Clients…
…and just as many questions on the Agency side.
WHY DO YOU NEED AN APP?
WHAT ARE YOU WAITING FOR?
WHY ARE YOU LOOKING AT SOCIAL MEDIA AS A ONE-OFF TACTIC?
HEALTHCARE CLIENTS
Many
are boxing themselves in
DO IT to do it FEAR/
Paralysis
WAIT & SEE
USING IT, but not optimally
HEALTHCARE CLIENTS
FEAR/ Paralysis
HEALTHCARE CLIENTS
SOCIAL LANDSCAPE IS DAUNTING
RISK AVERSE: FDA RULINGS
UNSURE HOW TO JUMP IN
MYTH: Given a forum, patients will post adverse events that need to be reported to the FDA
REALITY: 1 in 500 posts actually contain all the Information required for an adverse event report
REALITY: VERY FEW POSTS WILL HAVE A REPORTABLE EVENT
AND, ONE MORE THING
It’s been over a year since the FDA meeting in Washington and nothing yet….
THE QUESTION IS, WHEN (IF EVER) WILL WE GET REAL FDA GUIDANCE?
DO IT to do it
HEALTHCARE CLIENTS
BOAST TO PEERS: ON CUTTING EDGE
FUN TO BE IN THE GAME
“SEXY” MARKETING TOOL THAT’S ALL THE RAGE
Is an app for METASTATIC RENAL CELL CARCINOMA reallyNECESSARY?
WAIT & SEE
HEALTHCARE CLIENTS
LET OTHERS “PAVE THE WAY”
DOES SOCIAL MEDIA HAVE VALUE IN HEALTHCARE?
SKEPTICISM
USING IT, but not optimally
HEALTHCARE CLIENTS
NOT USING IT STRATEGICALLY
NO INTEGRATION WITH COMMUNICATION PROGRAM
TEND TO USE AS ONE-OFFS
DO IT to do it FEAR/
Paralysis
WAIT & SEE
USING IT, but not optimally
HEALTHCARE CLIENTS
SOCIAL MEDIA QUESTIONS What’s plaguing pharma?
Is it necessary for pharma brands to partner with a
marketing or social media agency?
Do brands have the bandwidth to
handle their own social media?
How knowledgeable about sensitive
healthcare regulation issues should an agency be if they partner with a
pharma brand?
How do you think social media
channels like Twitter could help with
patient outreach?
NARRATIVE SOLUTIONS How content generates customers
CONSUMERS HAVE SOME DEGREE OF TRUST IN THE FOLLOWING FORMS OF ADVERTISING:
THERE’S A CONVERSATION GOING ON about your brand.
DO YOU WANT TO BE PART OF that conversation?
2011 is the year of CONTENT MARKETING.
“2011 TRENDS: CONTENT MARKETING IS CRITICAL”
“Next year, marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push.
“Magnetic content can include anything created on behalf of a brand—be it an ad, YouTube video, online game, Facebook page, Twitter promo or mobile app—that consumers genuinely want to engage with and pass along to others. This content entertains, amuses, informs, serves a function or satisfies a consumer need. It’s welcome instead of annoying or interruptive.”
—Geoff Ramsey CEO, eMarketer
Lead story in eMarketer 1 December 2010
“AstraZeneca attempted to demonstrate leadership in an industry notorious for being skittish on social media.” @ASTRAZENECAUSHOSTED FIRST #PHARMA TWITTER CHAT
IT’S ABOUT LEARNING TO BE A PUBLISHER
BRAND =
STORY
Create & Publish
Syndicate & Share Search
pick any two.
In the current regulatory environment, you’ll have to make some tough decisions. Stories can be branded, authentic, or approved during your lifetime —
GETTING APPROVAL IS STILL A NIGHTMARE
- DAVID ORMESHER PHARMEXEC.COM
WHY STORIES ARE IMPORTANT
THEY CAN OPEN CONSUMERS’ WALLETS
…the commercialization of emotions. It will no longer be enough to produce a useful product: A story or legend must be built into it, a story that embodies values beyond utility. This imperative is already occurring with more and more products.
- ROLF JENSEN COPENHAGEN INSTITUTE FOR FUTURE STUDIES
1990
ATL EDITORIAL SEARCH SOCIAL WEBSITE WORD OF MOUTH
MOBILE UGC
Someone sees/
hears/experiences
a message...
They check out what
other people have to
say…
They try out a
brand experience
on a website…
And tell their friends
(and maybe a few
strangers) about it…
Use different media to tell different parts of one rich story. Create a deeper experience.
Provide a foundation for ongoing engagement.
WHY STORIES ARE IMPORTANT
THEY FUEL EFFICIENT CROSS-CHANNEL INTEGRATION.
BECAUSE GREAT STORIES will SPREAD .
Every brand has a story to tell, THOSE WHO TELL IT BEST WIN.
THE FREE-TIME PARADOX
SHIELDING YOURSELF Audiences feel battered by ‘messaging’ and conversion efforts…they put up their blinders and defend themselves as best they can.
Nobody has 30 seconds for interruption...
THE FREE-TIME PARADOX
SHIELDING YOURSELF Audiences feel battered by ‘messaging’ and conversion efforts…they put up their blinders and defend themselves as best they can.
Nobody has 30 seconds for interruption, but everybody has 30 minutes to spread the stuff they like.
REACHING OUT TO OTHERS But when there’s something they want/like/need, they magically find lots of time to take action, and tell friends/colleagues.
Paid media is a SPEND Owned media is an INVESTMENT
Earned media is an ASSET
Paid Media
Owned Media
Earned Media
THE PROBLEM If you spend all your money on paid media, you will have to spend it again next year
OR… You can build brand assets and recruit brand investors, and keep this year’s money working next year and beyond.
THE SOCIAL PAYOFF Letting Audiences Create Customers
SOCIAL MEDIA IS WHERE YOUR PATIENTS ARE TODAY…RIGHT NOW.
• Patients are participating in online communications to share and discuss daily life struggles or to cope with rare diseases
• 61% of Americans go online to research health information (83% of online users)
• Social Media drives word of mouth and trust, while in contrast, 48% of Americans trust pharma less than they did 5 years ago
Source: The Social Life of Health Pew Internet & American Life Project
How much does
each source
influence your
decision to take a
prescription drug?
…AND THEY’RE USING SOCIAL, NOT PHARMA SITES, TO RESEARCH MEDS
Doctor
Pharmacist
Peers
Online (e.g., WebMD, MSN Health)
Pharmaceutical Companies (e.g., Web sites, TV ads)
Newspapers and Magazines
Percentage of Online Users 20% 40% 60% 80% 100% 0%
40
…AND THEY’RE USING SOCIAL, NOT PHARMA SITES, TO RESEARCH MEDS
What are you
using social
media for?
A DEFINED Agency-Client RESPONSE TEAM enables REALTIME, ON-BRAND PUBLISHING…
AGENCY TEAM Listening and Publishing
PHARMA TEAM Expertise and Approvals
Managing Editor
Active Responders
Writers and Editors
Tech and Production
Social Media Lead
PR Team Leader
Brand Manager
Corporate Lawyer
Other individual client-side experts
ADHERING TO PROTOCOLS ENABLES TWO-WAY COMMUNICATION BETWEEN BRAND AND CONSUMER in something like real time.
“I don’t know if I should be worried about this side-effect or not…help!”
Comment
captured and
classified by
response team.
Reply suggested
to appropriate
client side
approver(s).
Approved client
reply returned to
response team.
Response
posted.
1 2 3 4 5
“I don’t know if I should be worried about this side-effect or not…help!”
Hey, it’s Bob fromPharmaCo. Sorry our ad wasn’t clear! Click herefor the complete list of side-effects and please let us know if you have any questions!
Comment posted
online.
SUCCESS STORIES Putting theory into practice
OUR VIDEO FOR CONCERTA IS EUROPE’S MOST VIRAL PHARMA VIDEO EVER.
With 146,000 views and counting, this film won the Best Digital Patient Communications Award at Europe’s
2010 Pharma Marketing Society Awards .
WE TURNED A BORING, EMBARRASSING HEALTH CARE PRODUCT INTO A FUN IDENTITY BADGE. For Johnson & Johnson, Story
gave style to a low-interest, high-embarrassment product (glucose meters)…and raised traffic 52% and registrations
197%.
WE MADE HEART DISEASE RISK REAL BY HEARING FROM AFFECTED FAMILIES. For Bayer, Story
masterminded a global effort to help people take heart
disease seriously by collecting stirring, shareable stories
from affected families.
ACTION ITEMS
1. Listen to your audience
2. Find your story
3. Integrate your story across multiple channels
4. Organize your agencies to be one cohesive team
5. Define response team roles/responsibilities
6. New tools, old rules
OVERVIEW Story and Strikeforce
STORY: A NARRATIVE APPROACH TO MARKETING
1. We help brands tell their stories
2. We create content people actually want
3. We tell stories that endure and spread
communications LLC
• The first dedicated open source healthcare agency designed to give clients access to top-level talent and truly customized solutions
• Philosophy based on Precision-Pairing aligning talent with the individual needs of each account or assignment
• Unique model provides a streamlined work flow and a more powerful end product
STRIKEFORCE: THE POWER OF PRECISION
END OF STORY
Simon Kelly, COO, Story Worldwide [email protected]
Keith Blanchard, ECD, Story Worldwide [email protected]
Jon Thomas, Comm Dir, Story Worldwide [email protected]
Mike Rutstein, President, STRIKEFORCE [email protected]
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