Case Study: Contributing in a Meaningful Way Presented by: Marc Monseau, Director, Corporate Communications & Social Media, Johnson & Johnson An examination of how we, as manufacturers in the healthcare industry, can establish a credible voice and presence online and contribute to the conversation in a meaningful and relevant way to support and help people online. www.bdionline.com

1. m1
Contributing
to the
Conversation
Marc Monseau
Johnson & Johnson
May 11, 2010

2. Slide 1
m1 mmonseau, 3/10/2010

3. • Start small, start simple, prove the concept
Our Approach 2006
www.kilmerhouse.com
• Introduce more complexity, build confidence
www.jnjbtw.com
2007
• Supporting complex, strategic programs
2007 / 2008 / 2009

4. Setting the Stage
Create a business case
Gain senior leadership support
Ratify policies
Define processes
Connect with other initiatives
Establish a personality
Interact – don’t broadcast!

5. Establishing Our Role
Customer service
Expert source
News gatherer/distributor
Suggestion box
Special offers

6. Content
Within predefined Outside predefined
scope scope
Management Legal
Regulatory
Management
Publication

7. Setting Controls

8. Connecting
Professionals
7

9. Connecting People

10. Providing Information

11. Suggestion Box

12. Listening and Responding

13. Multiple Platforms
Connecting:
Different Communities/Different Outreach

14. Is it Enough?

15. 61%
of Americans go online for
health information *
*Social Life of Health Information, Susannah Fox,
Pew Internet and American Life Project, Jun. 9, 2009.

16. Majority of “e-patients” access user
generated health information
41% of e-patients have read someone else's commentary or
experience about health or medical issues on an online news group,
website, or blog.
24% of e-patients have consulted
rankings or reviews online of doctors or other providers.
*Susanna Fox, The Social Life of Health Information, Pew Internet and American Life Project, June, 2009

17. 50%
US physicians going online for
professional purposes are
visiting Wikipedia for health and
medical information*
*Manhattan Research, Taking the Pulse, 2009

18. Ranking of Trusted Sources of Information
0
10
20
30
40
50
60
70
80
90
10
0
Recommendations from Other C ustomers
Brand Websites
Permission E-mail
C onsumer Posts
Magazine Ads
TV Ads
Radio Ads
Brand Sponsorships
Search Engine
Side by Side
Telemarketing
* Source: Forrester/Inteliseek Research

19. Are We Relevant?

20. We are Companies of
Relationships

21. Can We Tap Into Those
Relationships?

22. from telling…

23. …to relationships

24. m3
Contributing
to the
Conversation
Marc Monseau
Johnson & Johnson
May 11, 2010

25. Slide 23
m3 mmonseau, 3/10/2010