Why you should monitor social media as a healthcare/pharma brand? There are 143 million patients online today looking for healthcare information. They are comparing drungs, treatments, doctors and hospitals. Learn more here.

1. Social Media in our world
What it is, how its changing us and how we track it.
1

2. What is social media?
“Social media describes the online tools and platforms
that people use to share opinions, insights, experiences,
and perspectives with each other.”
Wikipedia
2
2

3. Another definition
"Social media encompasses everything that is written,
spoken and shown about your organization
that you have no control over.“
Josh Hallett
3
3

4. It’s not about brands,
It’s about people sharing
35
4
4

5. A phenomena enjoyed by the majority of
online Brits
% of visitors who created a social networking profile
2007 2008
27% 60%
In real numbers, that’s roughly 20.49 million Brits!
5
5

6. What a
difference a
6
6

7. 7
7

8. 1382%
8
8

9. UK’s Most popular by audience
9
9

10. 10
10

11. Most popular (by audience) on Mobile Phones
Use on mobile is
growing with many
handsets now
incorporating
applications to use
these sites on their
phones.
11
11

12. Social media applications are another
important facet of social media
• Widget’s, web
applications and
services and social
utilities are the key
currencies of the
social media world.
• Here we see the
importance iTunes
has gained among
the UK social media
audience.
12
12

13. Social media landscape
13
13

14. Social media landscape
Multi-media sharing
Photo / Video Sharing & Livecasting
13
13

15. Social media landscape
Multi-media sharing
Photo / Video Sharing & Livecasting
Videojug
PhotoBucket
Flickr Daily
Motion
Veoh
Youtube
MySpace Current.tv
13
13

16. Social media landscape
Conversation Multi-media sharing
Social networking & microblogging Photo / Video Sharing & Livecasting
Videojug
PhotoBucket
Flickr Daily
Motion
Veoh
Youtube
MySpace Current.tv
13
13

17. Social media landscape
Conversation Multi-media sharing
Social networking & microblogging Photo / Video Sharing & Livecasting
LinkedIn Videojug
PhotoBucket
Facebook Flickr Daily
Twitter Motion
Veoh
Faceparty
Friends
Beebo
Reunited Youtube
MySpace Current.tv
13
13

18. Social media landscape
Conversation Multi-media sharing
Social networking & microblogging Photo / Video Sharing & Livecasting
LinkedIn Videojug
PhotoBucket
Facebook Flickr Daily
Twitter Motion
Veoh
Faceparty
Friends
Beebo
Reunited Youtube
MySpace Current.tv
Social Utility
Widgets / App stores, iPlayers
13
13

19. Social media landscape
Conversation Multi-media sharing
Social networking & microblogging Photo / Video Sharing & Livecasting
LinkedIn Videojug
PhotoBucket
Facebook Flickr Daily
Twitter Motion
Veoh
Faceparty
Friends
Beebo
Reunited Youtube
MySpace Current.tv
Joost
iPlayer
iTunes Instant
Messenger
Skype
Social Utility
Widgets / App stores, iPlayers
13
13

20. Social media landscape
Conversation Multi-media sharing
Social networking & microblogging Photo / Video Sharing & Livecasting
LinkedIn Videojug
PhotoBucket
Facebook Flickr Daily
Twitter Motion
Veoh
Faceparty
Friends
Beebo
Reunited Youtube
MySpace Current.tv
Joost
iPlayer
iTunes Instant
Messenger
Skype
Social Utility Commentary
Widgets / App stores, iPlayers Social Bookmarking, Blogs
& Opinion Sites
13
13

21. Social media landscape
Conversation Multi-media sharing
Social networking & microblogging Photo / Video Sharing & Livecasting
LinkedIn Videojug
PhotoBucket
Facebook Flickr Daily
Twitter Motion
Veoh
Faceparty
Friends
Beebo
Reunited Youtube
MySpace Current.tv
Joost Blogs
iPlayer Yahoo MS Live
Spaces
Answers Slideshare
iTunes Google
Instant
Digg Knol
Messenger
Wikipedia
Skype Newsvine Delicious
Social Utility Commentary
Widgets / App stores, iPlayers Social Bookmarking, Blogs
& Opinion Sites
13
13

22. Social media landscape (the verticals)
• Vertical channels are rising quickly in popularity (mostly
around user forums)
• Categories and samples:
Topical:
• TripAdvisor & WAYN: Top travel communities
• Numerous forums around cars, technology, etc. (many hosted by the BBC and other media
owners)
Passion Points:
• Don’t Stay In: Top events/live music community
• Flixter: Movie community
• LastFM: Music
Demographics
• Saga: No 1 channel for over 50
• MumsNet & Netmums: top channels for Mums
• Regional sites
Hobbies
• Stitch & Bitch: Top community for people who knit
• Also the gardening and other forums fit here.
14
14

23. UK’s fastest growing (by audience)
Music & Video vertical channels growing quickly in face of increasing
broadband speeds and penetration.
15
15

24. DISCOVERY ALTRUISM SOCIAL
Learning or self-development Helping others or involvement with the Connecting, reinforcing tribes or
brand belonging
EXPRESSION FAME ESCAPISM
Creativity or identity Notoriety or competition Entertainment
Social media is changing our behaviours
16
16

25. Behavior change is global
Reach
“Thinking about using the Internet, which of the following
have you ever done?” Active Internet Users
17
17

26. How Forester sees the new consumers breaking
down: collaboration, contribution & co-creation
Base: US online adults. Source: North
American Technographics Benchmark
Mail Survey, Q1 2008
18
18

27. Behaviour by demographic
Him Her
19
19

28. 1 OUT OF 3
DON'T TRUST
THE INFORMATION
ON THE INTERNET
PROVIDED BY COMPANIES AT ALL.
Source: UK, France, Germany data, Edelman Global Trust Report, 2007
25
20
20

29. Who do they trust?
77%
of UK consumers use information from
blogs to influence their purchasing
decisions
Source: Hostway, September, 2005
21
21

30. Who do they trust?
27
22
22

31. Who do they trust?
27
22
22

32. Who do they trust?
27
22
22

33. Who do they trust?
27
22
22

34. Who do they trust?
27
22
22

35. Who do they trust?
27
22
22

36. Some important numbers -
95% of senior marketers believe social media will continue to
grow
50%
23
23

37. Some important numbers -
95% of senior marketers believe social media will continue to
grow
75% of Fortune 1000 companies will use social media marketing
in 2010 TNS
50%
23
23

38. Some important numbers -
95% of senior marketers believe social media will continue to
grow
75% of Fortune 1000 companies will use social media marketing
in 2010 TNS
81% of marketers will spend half their budgets on
conversational marketing in 2012
50%
23
23

39. Some important numbers -
95% of senior marketers believe social media will continue to
grow
75% of Fortune 1000 companies will use social media marketing
in 2010 TNS
81% of marketers will spend half their budgets on
conversational marketing in 2012
50% will be classified as failures!
Gartner
23
23

40. How social media is affecting
healthcare
24
24

41. Power is shifting to patients
Patients and other stakeholders write about their
experiences and others go to these sources for help and
advice.
• A recent study showed that 39% of patients use online support
groups to discuss medication and therapies.*
• A staggering 80% said that using these groups helped with their
decision making or felt an increased sense of well being from
using these forums (source: Pew foundation).
• Region of source information does not seem to be an important
criteria for patients
*European Consumers Seeking Health and Pharmaceutical Information, How Technology
and Evolving Media Choices Are Shifting theLandscape, White paper, Manhattan Research,
2007
25
25

42. What are patients doing online? (US)
• 80% of American internet users, or some 113 million adults, have
searched for information on at least one of seventeen health topics.*
• Most internet users start at a general search engine when researching
health and medical advice online.
• Most health seekers are pleased about what they find online, but some
are frustrated or confused.
• Just 15% of health seekers say they “always” check the source and date
of the health information they find online.
*European Consumers Seeking Health and Pharmaceutical Information, How Technology and
Evolving Media Choices Are Shifting the Landscape, White paper, Manhattan Research, 2007
26
26

43. What are patients doing online? (EU)
The internet is most intensively used after visiting the doctor.
50% of patients look up more information after this visit.
25% visits the internet before going to the doctor.
The health information people find online has a viral effect.
50% forward it to others
40% talk about it with others (= mainly family & friends, and their doctor)
25% make a doctor’s appointment after their search online
25% take the online info to the doctor to discuss it
10% even ask the doctor to prescribe something specific on the basis of what
they have found online.
27
27

44. What are patients doing online?
28
28

45. Social networks are now integrated in health
care delivery
29
29

46. Social networks are now integrated in health
care delivery
No single source of information stands out or
stands alone” in the networked world of many health
consumers.
Edelman’s Health Engagement Barometer
29
29

47. Social networks are now integrated in health
care delivery
No single source of information stands out or
stands alone” in the networked world of many health
consumers.
Edelman’s Health Engagement Barometer
A growing number of adults are “comparing doctors,
hospitals, medications, devices, health plans and self
remedies.”
2009 Deloitte Center for Health Solutions
29
29

48. Why a pharma marketer would listen to Social
Media?
✓ Understand patients questions:
• It’s a good source to get the information what people do not know and what
language they use.
✓ Learn about users experience with the medication:
• Valuable feedback on what people really think about brands, packaging, affects.
✓ Get the real responses and not biased:
• Unlike standard market research, tracking online conversations gives us the full scope
(positive and negative) of consumer feedback. Learning about issues allows to react
quickly.
✓ Expand the sample:
• The big number of patients and caregivers online = a much larger data sample than
is possible through survey or focus group research.
✓ Answer questions you did not even think to ask
• Listening is a great opportunity to find out which topics are the discussions drivers
* 59% search internet before asking the doctor. 55% ask the doctor first. (Source: iCrossing. How Americs
Searches: Health and Wellness. January 2008)
30
30

49. A recap
31
31

50. What is social media monitoring?
Your Brand
38
32
32

51. What is social media monitoring?
It’s online
health
Your Brand
38
32
32

52. Monitoring fills the gap between
People talking about people, companies, brands in
Social Media
Companies wanting to track and understand what is
being said and who is influential
Companies need tools to monitor, analyze and track Word
Of Mouth in Social Media
33
33

53. Monitoring adds value in the marketing funnel
Consideration Retention
Awareness & trial Conversion & loyalty
Share of voice, Identifying how Understanding Consumers
brand analysis & to seed consumer review
brand position products & behavior monitoring
information
Monitoring & Qualitative Quantifying
defining trends Identifying market campaign impact
Crisis influencers information
Content
monitoring strategy
Reputation
Management
34
34

54. Social media trackers sit at the intersection
35
35

55. How the technology works?
ges
langua
50
36
36

56. Why Attentio?
• Multi-language and multi-
country analysis: 50
languages (reporting in 19)
• Attentio Brand Maps
• Coverage
Online News, Blogs, Forums,
YouTube, Twitter, Daily Motion
• Experience in Pharma,
Mobile phones, Consumer
Electronics and Automotive
• Bespoke services: Adverse
events reporting
• Low entry pricing
37
37

57. Attentio’s product range?
38
38

58. Brand Dashboard market applications
• New product launches
• Marketing & PR campaign
effectiveness
• Word Of Mouth marketing
• Brand value maintenance
• Competitive intelligence
• Consumer insights & trends
• Brand reputation & crisis
management
39
39

59. • Covers both mainstream news and
social media such as YouTube, blogs
and discussion forums
• Demographics breakdown by country
• Near real-time tracking and updates
• Interactive charts: drilldown from charts
to source to individual articles and
postings
• Buzz & word-of-mouth trends, share-of-
voice
• Event & topic detection, sentiments,
demographics
40
40

60. What we can learn from the dashboard
• Which diseases people talk
about and why
• Which drugs are most
talked about
41
41

61. • Where people are talking
about diseases and brand
• Enabling us to focus our
attention better
42
42

62. • What people feel about different brands
43
43

63. • The different topics
people associate
to a disease or a
brand
44
44

64. • Differences in
perception
of diseases
(in this case
between
child and
adult ADHD
and ADD)
45
45

65. People’s information needs
“Anyone try it and what r ur thoughts?” - 14th April, Kasper87
“Will take next round of it tomorrow. 3 or 4 days with some swelling of ankles
(believe this to be water retention) & sore joints when in gym, however first 3
or 4 days were great. Ate well, lots of energy, all good”. - 5thAugust, baaer.
46
46

66. Strength of information sources by
country
47
47

67. Other services
Conversational audits
Online brand mapping
Adverse events reporting
54
48
48

68. Conversational audit
• This is a bespoke online audit
report which looks at your
brands and those of your
competitors to understand their
conversational dynamics.
• It helps you understand your
brand's perception in social
media channels, its perceived
strength's and weaknesses, key
audiences and channels,
brand sentiments, and the key
topics people associate with
your brand. “Attentio enables brand owners to monitor
sentiments as articulated by journalists,
bloggers and online consumers. Detecting
positive and negative attitudes early is an
essential part of active brand reputation
management.”
49
49

69. Adverse events reporting
• Specific for the
HEALTHCARE INDUSTRY, this
service, provided in
partnership with Attentio™,
provides healthcare
businesses with an ongoing
adverse event reporting
facility based on the
information customer's
report in online discussion-
based channels. This is a
bespoke service that is
tailored to your adverse
event reporting approach.
50
50

70. Brand mapping &
planning
• Get a real time
measurement for online
Brand Reputation
• Understand your strengths
versus your competitors
Automotive brand positions
• Identify weaknesses and in blogs
opportunities in strategy
• Create winning brand
positions fit for your
empowered consumers.
TOOLS we use
• Attentio™ Brand Maps
• HTC Brand Scenario Planner
51
51

71. Getting started: the process step by step
2nd Step:
Dashboard set up
We will organize an online
demo of the tool for you We need to know: Within 5-7 working days
after briefing we will set up
and your colleagues using • What are your objectives and goals? your dashboard
examples from an industry
• Which brands do you want to track? You will receive access to
that is of interest to you.
• Which topics do you want to track it immediately after set up
and why are they important?
If you have a concrete And online training for you
• Are there any particular sources and your colleagues
project in mind, we will also important for the brand or industry
provide the accurate that you would like to focus on? We look at the first results
together and revise the
pricing for your dashboard.
set up if needed
1st Step:
Dashboard demo
3rd Step: Training
and revision of setup
52
52

72. For more information
Contact:
Douglas@holytornado.co.uk
Phone: +44 7724 039 168
53
53