Tracy Yedlin, Social as a Disruptor
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Social media is one of the most disruptive forces to happen to marketing in decades. It has transformed how we gather information and engage with one another. Patients, Caregivers and HCPS are using social media more and more to achieve their goals. And Healthcare and Pharma are embracing social media as a viable marketing channel. So where do we go from here? In this session, we will: - Explore the evolving social media landscape - Discuss the latest social media trends - Delve into the opportunities and challenges in using social media in the healthcare ecosystem
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Tracy Yedlin, Social as a Disruptor
- 1. Social Media: Disruptor in Pharma November 2018 HEALTHCARE MARKETNG SUMMIT Tracy Yedlin Customer Innovation and Marketing Innovation Team Takeda Pharmaceuticals
- 2. 2 @Tracy Yedlin Views expressed here are those of the presenter and the presenter alone. They do not represent those of the sponsor of this forum or Takeda Pharmaceuticals
- 3. WHAT WE KNOW 3 Social media is one of the most disruptive forces to happen to marketing in decades It has transformed how we gather information and engage with one another Patients, Caregivers and HCPS are using social media more and more to accomplish their goals Pharma is finally embracing social media as a viable marketing channel
- 4. WHAT WE WILL COVER TODAY 4 Landscape Pharma Brands Best Practices Path Forward
- 5. 5
- 6. TIPPING POINT 6 % of US internet users use social networks (eMarketer) 71 average number of minutes spent per day on social media by US adults (eMarketer) % of US social network users aged 35+ (eMarketer) 53 54
- 7. SOCIAL MEDIA 7 so·cial /sō-SHəl/ of or relating to the life, welfare and relations of human beings in a community me·di·a /mē-dē-ə/ tools used to store and deliver information or data altruistic transactional
- 8. SOCIAL MEDIA 8 Interactive computer-mediated technologies that facilitate the creation and sharing of information, ideas, and other forms of expression via virtual communities and networks
- 9. SOCIAL MEDIA CHANNELS 9 Source: McKinsey International
- 12. 12
- 13. PESO 13 PESO Model by Gini Dietrich from ArmentDietrich ‘Traditional’ Pay to play Third party media Control content Facebook Sponsored Ads ‘Own channel’ Free (no paid media) Third party platforms Control content Twitter Feed ‘Influencer’ Publicity and PR Bloggers Control content / co-create She Knows Health ‘Organic’ Brand created Shared on you behalf Control content, not conversation Any and All
- 15. TIPPING POINT – PATIENTS 15 % of online users use social media to research health topics (eMarketer) 55 % look up reviews of providers, treatments, products prior to making a decision (Pew Internet) % of online users say social media would affect decisions on taking medications (eMarketer) 34 42
- 16. TIPPING POINT – HCPS 16 % of health care professionals use social media in their practice of medicine (DRG) 80 % of doctors say they use physician only networks such as Sermo and Doximity (DRG) % of doctors say social media improves quality of care delivered to patients (Demi & Cooper Advertising and DC Interactive Group) 60 56
- 17. TIPPING POINT - MARKETERS 17 45% of US Healthcare Marketers use Social Media channel to market to Consumers
- 18. TIPPING POING - MARKETERS 18 52% of US Healthcare Marketers use Social Media to market to Health Care Professionals
- 19. HOW MANY PHARMA FACEBOOK PROPERTIES? 19 79 187 233 352
- 20. PHARMA PROPERTIES 20 Source: KlickHealth
- 21. WHAT GOOD LOOKS LIKE IN PHARMA 21 suc·cess /səkˈses/ when an experience is authentic, meets needs, exceeds expectations and provides value for your patient… …because before your brand can accomplish its business goals, your patients need to accomplish theirs
- 22. BOTOX (Allergen) 22 AWARENESS TRIAL LOYALTYCONSIDERATION
- 24. LIGHTER BLUE (LU, Takeda) 24
- 26. MS ONE TO ONE (Sanofi Genzyme) 26
- 27. FLONASE (GSK) 27
- 29. 29
- 30. BEST PRACTICES 30 JOUNREY, NOT A DESTIMATION PEOPLE, PROCESS, PLATFORMS MULTICHANNEL ECOSYSTEM CONTENT, CONTENT, CONTENT EVERGREEN APPROACH FOX HOLE MENTATLITY
- 31. JOURNEY, NOT A DESTINATION 31 Educate the organization Establish processes Listen Engage in paid promotion Establish one-way presence Establish two-way presence Activate influencers & advocates
- 32. PEOPLE, PROCESS, PLATFORMS 32 CONTROL PRECEDENCE COMPLIANCE COLLABORATION COMPETENCY RESOURCES CHANGE MEASUREMENT BUDGET PEOPLE PROCESS PLATFORMS
- 33. MULTICHANNEL ECOSYSTEM 33 VIDEO SOCIAL MEDIA CRMDTCTV WEBSITE PAID DIGITAL Inspired by McKinsey International
- 34. 34 If content is fire, social media is the gasoline Jay Baer, President Convince and Convert
- 35. 35 Build it and they will come Build it right and they will share
- 36. EVERGREEN APPROACH 36 FROM Campaign Yearly budget exercise Set it and forget it Creative Execution TO Program Multi-year commitment Continuous optimization Content Evolution
- 38. 38
- 39. FUTURE SOCIAL ENTERPRISE 39 Source: Accenture
- 40. PREDICTIONS 40 Instagram popularity will continue its meteoric rise Messaging apps will be the new norm Augmented reality will finally come to fruition – sort of Influencer marketing will continue to struggle AI will continue to enable paid social media campaign management and optimization
- 41. PARTING THOUGHT 41 Social media is hard Social media in pharma is even harder It makes us uncomfortable We need to get comfortable with being uncomfortable…
- 42. 42 A brand is no longer what we tell the consumer it is –it is what consumers tell each other it is. Scott Cook co-founder of Intuit
Notas do Editor
- Social Media as a Disruptive Force in Engagement: Where Do We Go from Here? Social media has transformed how we engage with one another. It is one of the most disruptive forces to happen to marketing in decades. It has completely changed how patients and healthcare professionals gather information and connect with others. We will explore the similarities and differences in how these two groups engage with social media and the ultimate impact to pharmaceutical marketing. Additionally, we will review real-world examples and discuss best practices for implementing social media programs.
- Social Media as a Disruptive Force in Engagement: Where Do We Go from Here? Social media has transformed how we engage with one another. It is one of the most disruptive forces to happen to marketing in decades. It has completely changed how patients and healthcare professionals gather information and connect with others. We will explore the similarities and differences in how these two groups engage with social media and the ultimate impact to pharmaceutical marketing. Additionally, we will review real-world examples and discuss best practices for implementing social media programs.
- Paid Scalable, reliable, fast to market Expensive, fleeting, low trust Owned Aggregate audience that seeks you out and distribute content Create an asset Takes time to build audience, need to support with other channels Earned Provide assets (press release) and others do with it what they will / co-develop copy Trustworthy, authoritative, cost effective, help with SEO Unreliable, expense, hard to scale IMS Institute for Healthcare found 20% of people with an internet connection signed up for a healthcare forum or online community DRG Cybercitizen Health® found among those following health and wellness influencers on social media, 31% trust health influencers for their condition as much as they trust their own doctor When done well, influencer programs can capitalize on the expertise and relationships of others; engage otherwise difficult to reach patients, caregivers and providers; foster trust via credible information, etc. Shared Organic, shared by others on your behalf High trust, low cost Unreliable, hard to predict and hard to scale Patient communities like WeGo Health, Patients Like Me
- Last bullet credited to Kristina Halvorson
- Gilead Sciences Healthysexual Truvada campaign Only therapy approved by the FDA to prevent HIV Snapchat, YouTube, Tumblr to reach specific target audience
- OVERVIEW A disease awareness educational multichannel platform that uses social media to spread awareness of the many symptoms of MDD. And is a place for MDD patients and supporters to learn about depression, get inspired, and encourage dialogue with their HCPs. Lighter Blue remains the largest unbranded pharma Facebook community with 1,143,910 followers GOALS Educate about the multiple symptoms of Major Depressive Disorder (MDD) Help people with depression and their loved ones recognize how these symptoms affect them Empower individuals and loved ones to talk to their healthcare professional if they have MDD symptoms Motivate interested individuals to demonstrate their support and share content with their friends INSIGHTS Patients aren’t looking to be reminded of their depression, but are looking for humor, levity, and cheer Patients experience many MDD symptoms, not just feeling sad Certain types of symptoms are less commonly associated with MDD; many patients don’t recognize the link Social networks like Facebook over-index for people with depression, and have the potential to reach a majority of them in the United
- Verlander
- .
- Based on listening/insights Short and shareable Engaging, relevant Optimized – near real time
- Social media is so much more than social networks. Beyond the big channels we know, there is a HUGE social world, and multiple ways to engage influencers and share content:
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