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Social is the New Direct to Consumer - How healthcare and life science brands can utilize engaging content, powerful analytics, targeted buyer personas and inbound strategies to reach and advertise to the right health consumers at the right time. According to a few published studies: 2% of adults used the web to find health information 43% use social media to source information 45% of users 45-64 share health experience via social media 56% likely to engage 46% of patients trust their friends online for health info 70% of patients take the info to their physician
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@liquidgridsliquidgrids.com
Social is The New DTC
Malcolm BohmChairman & CEO, Liquid Grids
@liquidgridsliquidgrids.comThe Healthcare Industry’s Only All-In-One Social Marketing Platform
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Malcolm Bohm Chairman & CEO, Liquid Grids
President & Founder TrialyticsEVP Aspreva PharmaceuticalsNA Head of Cardiovascular, Novartis
Worldwide Team Leader for ViagraExpert in Advanced Data AnalyticsPhysiologist
@liquidgridsliquidgrids.com
158,000,000 41,000,000
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@liquidgridsliquidgrids.comThe Healthcare Industry’s Only All-In-One Social Marketing Platform
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People Talk About Their Health Online
100,000,000 search, discuss, share health online daily
Chronic Disease133M
Aging40M
Obesity83M
@liquidgridsliquidgrids.comThe Healthcare Industry’s Only All-In-One Social Marketing Platform
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What the Surveys Tell Us
• 72% of adults used the web to find health information• 43% use social media to source information
• 45% of users 45-64 share health experience via social media
• 56% likely to engage
• 46% of patients trust their friends online for health info• 70% of patients take the info to their physician
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Social has changed Marketing Dynamics
6 © 2011 Swarmology Inc.
Social MediaOld Media
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A New Paradigm Online
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Short posts & blogs
Descriptive Phrases
Conversation & Dialogue
Probability of Conversion HighLow
80% Of Consumers
Understanding the Social Graph
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@liquidgridsliquidgrids.com
Educated
ProfessionalORHomemaker
Decision Maker - Healthcare - Domestic wares
Influencer of - Husband - Kids - Other Moms
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@liquidgridsliquidgrids.comThe Healthcare Industry’s Only All-In-One Social Marketing Platform
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Health is Shared with Strong Ties
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“another round of meds for the shingles….sure wished they would go away and stay away forever…be back home in 2 weeks for more tests…loving life”
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“sounds like im going to have to be the mean daughter to my bull headed dad and load his butt up to drive to the doc tomarrow, he has a large spot on his hip that itchs and is hot and im hoping its not the shingles”
@liquidgridsliquidgrids.com 13The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
Social Health Intelligence
WHO
WHEN
WHERE
TOPICSDEMOGRAPHICS
INFLUENCE
PERSPECTIVE
Disease Personas
@liquidgridsliquidgrids.comThe Healthcare Industry’s Only All-In-One Social Marketing Platform
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All The Debbie’s
@liquidgridsliquidgrids.comThe Healthcare Industry’s Only All-In-One Social Marketing Platform
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Disease Personas
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Key Insights
17The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
@liquidgridsliquidgrids.comThe Healthcare Industry’s Only All-In-One Social Marketing Platform
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Use Context for Content
• Identify ALL people who are mentioning any of the key terms that define a disease– By Symptom– By Diagnosis– By Treatment– By Procedure– Other
• Use their language to attract their attention
@liquidgridsliquidgrids.com 19The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
• Keywords Analytics build Contextual Ads
• Campaigns Attract, Engage and Convert
Hyper Targeted Contextual Ads
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Direct to Persona™ Marketing
20The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
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An Interactive Marketing Tool
The Healthcare Industry’s Only All-In-One Social Marketing Platform
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4
3
4Make Sharing
Easy and Obvious
Viewers can register for programs and download coupons and be directed to doctor offices right from capsule.
The entire destination is easily shared through social media channels and email. All content can be updated while unit is in distribution.
Gives users complete control over the viewing experience. Provides progressively deeper levels of information/education. All information necessary to make decision without leaving client content.
Extends engagement via multiple videos, images, and the ability to save and share all or just pieces of content.
Create Interactive Experiences
Drive Viewers to Action
3
1
2Extend the
Story Visually
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Communicating Healthcare Information
The Healthcare Industry’s Only All-In-One Social Marketing Platform
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Video Coverage of TopicOverview of Disease State- Category Education
Text Documents, Images, Links to Client Websites and More Information
Testimonials – KOLs, Physicians, Patients
Call to Action – Enrollment, Physician Referral, etc..
Video FAQs
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Ad Placement
23The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
PPC
@liquidgridsliquidgrids.com 24The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
Smart Retargeting
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Case Studies
Return On Investment
@liquidgridsliquidgrids.com 26The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
@liquidgridsliquidgrids.com 27The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
Autosomal Dominant Polycystic Kidney Disease
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@liquidgridsliquidgrids.com 29The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
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Attract People With Highly Contextual Ads & Content To Make The Right Decisions
Thanks!Q&A
@liquidgridsliquidgrids.comThe Healthcare Industry’s Only All-In-One Social Marketing Platform
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Contact UsFor more information please contact us:
Liquid Grids Inc4225 Executive Square, Suite 490La Jolla, CA 92037tel [email protected]@liquidgrids.com
@liquidgridsliquidgrids.comThe Healthcare Industry’s Only All-In-One Social Marketing Platform
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The Liquid Grids Advantage• Social Health Intelligence
– Identifying the nodes of influence in your disease community– Classification per disease stage: symptom, diagnosis, treatment
and procedure
• Direct to Persona™ Marketing– Building specific Personas for messaging outreach– Guaranteed impressions
• Liquid Content– Interactive, agile, trackable visual tool– Ability to switch content in real time– Promoted using Earned & Paid Media and Re-targeting– Guaranteed Impressions
@liquidgridsliquidgrids.com
Media Drivers for Social MarketingOwned Media• Content rich media are
embedded in Liquid Content template
• Asset management system organizes and monitors all interactions
Earned/Shared Media• Press Release
distribution to thousands of online media points, daily newspapers, social media channels, radio and television stations
• Search engine optimization of text and video content
• Targeted distribution to key online influencers, bloggers, vloggers, etc
• Social media and email functions, content sharing
The Healthcare Industry’s Only All-In-One Social Marketing Platform
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Paid Media• Social Media Ad buys
and retargeting ad inventory
• Multi-attribution technology tracks conversions over time
• Used surgically and to enhance scale and predictability where necessary
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Disease Grid Coding Strategy
Treatment
Misspelling
HCPCS Codes
OTC Drugs
NDC & Rx Codes
ICD9 Codes
Procedure
Diagnosis Symptom
1BillionHealthPosts
100M+UniquePosters
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@liquidgridsliquidgrids.comThe Healthcare Industry’s Only All-In-One Social Marketing Platform
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Regulatory Landscape• You must adhere to the prevailing and applicable FDA & FTC
guidelines
• http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryInformation/Guidances/UCM285145.pdf
• http://www.ftc.gov/os/2013/03/130312dotcomdisclosures.pdf
• In particular, when conducting paid media campaigns you must adhere to the Ad policies of the social networks
• https://www.facebook.com/help/adpolicy
• http://www.twitter.com/adspolicy
@liquidgridsliquidgrids.comThe Healthcare Industry’s Only All-In-One Social Marketing Platform
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Regulatory LandscapeMedical Devices – Paid media campaigns for specific devices are strictly prohibited on Twitter. Medical device companies may transmit unsponsored Tweets about the company, its resources e.g. white papers, trial results and the disease(s) in general that the medical device(s) address.
Pharma/Biotech – Paid media campaigns can only be undertaken for products that do not carry Black Box warnings. These campaigns must be unbranded and address the target disease only. Any mentions of or claims about the drug/product are strictly prohibited. It is ok to mention that an ad, post or tweet is sponsored by the manufacturer. It is permitted to direct consumers from an ad to a sponsored (but unbranded) landing page.
Hospitals/Surgery Centers/Physician Practices – Paid media campaigns may advertise the facilities and their services.