Sarah Larcker's presentation from the ExL Pharma conference in Bridgewater, NJ on October 21st, 2009.

1. This presentation, which contains confidential information belonging
to Digitas Health, is for use solely in connection with the recipient’s
evaluation of a potential business relationship with Digitas Health
and may not be used by, copied by, or disclosed or distributed to any
third parties without the prior written consent of Digitas Health.
Social Media
What’s in it for pharma?
Sarah Larcker
Business Strategy
October 21, 2009

2. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
A common (but faulty) way of defining Social Media…
2
Podcasting
Microsharing
Online Chat
RSS Widgets Social Networks
Social Bookmarking
Message Boards
MoSoSo
Blogs
Media Sharing
Photoblogging
Wikis
The Technologies
Technologies
***

3. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Social media really is…
3
“…a social trend in which
people use technologies to
get the things they need from
each other, rather than from
traditional institutions…”
A Trend
Read me!

4. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
4
It’s really about the
relationships and
the innate human desire to
connect, not the
technologies

5. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
5
Social media is not a channel

6. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
6
…it’s a conversation
And right now
pharma is largely
peripheral
to it
This conversation
will go on
regardless
And a choice not to
engage is a choice for
irrelevance
It’s more
influential
than marketing
or mass media
And the health conversation
going on out there right now is big

7. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Interruption marketing worked…
7
The average person is exposed to
advertising messages every day
SOURCE: Nielsen, Trust in Advertising Report, 10/07

8. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
…as long as people didn’t have choices
8
SOURCE: Nielsen, Trust in Advertising Report, 10/07
of people who can
skip TV ads, do

9. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
…and as long as customers trusted marketers
9
SOURCE: Nielsen, Trust in Advertising Report, 10/07
Yankelovich Monitor, 2005/2006
Only
14%
of people trust advertising
50%
of people agree that it is
important to be seen as
somebody who can always
see through exaggeration
and hype

10. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
…especially in the Pharma industry
10
SOURCE: DDB, Health is the New Wealth – 2009
48%
of Americans trust pharma
less than they did 5 years ago 55%
believe there’s more negative
press compared to 5 years ago

11. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
11
But today, people do have choices
of people trust the
recommendations of
people like themselves
SOURCE: Nielsen, Trust in Advertising Report, 10/07

12. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
12
And increasingly they’re trusting their peers
54 million US consumers now connect to others or to
online content created by others regarding health issues1
84% of these social connectors
turn to online social spaces to educate
themselves about a disease or condition,
especially when prompted by a new
diagnosis or HCP consultation2
Wikipedia
appears on the first page in
63%
of searches3
User Generated
Content
now appears on
the first three pages
of health searches
88%
of the time3
1. JupiterResearch, Online Health: Assessing the Risk of Social and One-to-One Media, Feb. 2007
2. iCrossing, How America Searches: Health and Wellness, Jan. 2008
3. Envision Solutions, LLC, Diving Deeper Into Online Health Search, February 2007
70%
of consumers believe that
pharma information
from peers is credible
even if the peers are not experts2

13. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
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In the past year, more
Americans have gotten health
information off the Internet than
from their doctors.
Source: iCrossing, How America Searches: Health and Wellness, January 2008
I don’t know…
Google it!

14. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
People are talking about your brands right now
14

15. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Resources used by US adult Internet users who searched
online for health and wellness information in the past year
Source: eMarketer as reported by : iCrossing How America Searches: Health and Wellness,
January 2008, as cited by eMarketer in Pharmaceutical Industry Online, 2009
And this trend will only accelerate
15

16. So what’s a pharma marketer to do?

17. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
It can be done…
17
P
O
S
T
People
Assess your customers’ social activities
Objectives
Decide what you want to accomplish
Strategies
Plan for how relationships
with customers will change
Tactics
Decide which social technologies to use
Read me!

18. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Social Participation†
Social
Benefit
*
Understand the social technographics of your customers
18
Diabetes Cancer
High cholesterol
Arthritis
Asthma
Allergies
Obesity
Depression/
anxiety
Other mood disorder
Sleep disorder
Migraine
Chronic pain
Skin disorder
HTN GI
Other PUD
Osteoporosis
Other CV
Walking Disability
GU
CHF
ED
Thyroid Condition
Lonely Fellow Sufferers Misery Loves Company
The Disconnected Connectors Who Don’t Care
SOURCE: Forrester Research, North American Technographics Benchmark Survey, 2008
*Based on a Forrester score for emotional and behavioral value of social support
†Percent of consumers participating in some form of social media at least monthly
Misery Loves Company
These patients who are managing
difficult, chronic problems stand to
benefit most from social media,
because they are also likely to
connect with and support one
another online
Lonely Fellow Sufferers
These patients, whose
participation in social media is
below average could benefit but
don’t share online
Connectors Who Don’t Care
These patients willingly connect
for non-health reasons…but not
about their health problems.
The Disconnected
This group is likely neither to seek
fellow disease sufferers nor to
realize significant benefit from
doing so

19. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Map objectives to strategies to technologies
Objectives Strategies Tactics
Listening
Ongoing monitoring and mining of customer
conversations with each other, instead of
occasional surveys and focus groups
• Active listening
Engaging
Participating in and stimulating two-way
conversations customers have with each
other, not just outbound communications to
customers
• Blogs
• Microblogging (e.g., Twitter)
• Podcasts
• Video sharing
Energizing
Empowering advocates to inform and
persuade other customers
• Physician social networks (e.g., Sermo, Within3)
• Consumer social networks (e.g., Facebook)
• Private communities (e.g., Communispace)
Supporting Enabling customers to support each other
• Wikis
• Support forums
• Support networks
• Microblogging
Embracing
Helping the customer community to
generate ideas to improve your products
and services
• Social networks
• Wikis
19

20. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Map objectives to strategies to technologies
Objectives Strategies Tactics
Listening
Ongoing monitoring and mining of customer
conversations with each other, instead of
occasional surveys and focus groups
• Active listening
Engaging
Participating in and stimulating two-way
conversations customers have with each
other, not just outbound communications to
customers
• Blogs
• Microblogging (e.g., Twitter)
• Podcasts
• Video sharing
Energizing
Empowering advocates to inform and
persuade other customers
• Physician social networks (e.g., Sermo, Within3)
• Consumer social networks (e.g., Facebook)
• Private communities (e.g., Communispace)
Supporting Enabling customers to support each other
• Wikis
• Support forums
• Support networks
• Microblogging
Embracing
Helping the customer community to
generate ideas to improve your products
and services
• Social networks
• Wikis
20

21. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Social IntelligenceTM
The art and science of Active Listening
Qualitative Analysis
Quantitative analysis & measurement
Marketing insights & actionable recommendations
Real time dashboards

22. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Social IntelligenceTM
Product Suite
Active
Listening
Observation
Room
Influencer ID
Research
Community
22
• Quick observation of online conversation
supplied in modular site that can display
multiple sources of public information.
• Efficient monitoring of conversations as
they occur in near real time for
qualitative, directional sampling
Influencer database,
organized by affiliation,
advocates/ detractors
On-demand private panel
community. Useful when
looking to understand
community dynamic or
generate specific learnings that
may or may not be present in
the public conversation

23. “Legal will never approve this…”

24. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
The risks are known…and manageable
SOURCE: Nielsen Online, “Listening to Consumers in a Highly Regulated Environment” 8/08
Only a fraction of social media posts contain reportable AEs…
…and DDMAC enforcement has focused on long familiar issues

25. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Find your balance between risk tolerance and customer benefit
25
Add safeguards
z Pre-moderated
community
z Sponsored community
z Generic condition
community
Most Risk
Most Customer Benefit
Limit who you touch
z Listening platform
z Private community
z Physician community
Least Risk
Least Customer Benefit
Limit users’ actions
z Community with limits
on actions
z Moderated contests
More Risk
More Customer Benefit
SOURCE: Adapted from Forrester Research, How To Create A Social Application For Life Sciences Without Getting Fired, 4/09

26. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Draw on the experience of your peers
26

27. “But I still have to get my message out”

28. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
28
Messages are not a conversation…

29. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Social Intelligence™
Insight Mining
& Activation
Strategy
But messaging and conversation can be part of the same plan
Aligned
Earned Media
Strategy
Optimized
Paid Media
Strategy
Foundational
Owned Media
Strategy
29

30. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Look no further than your own government…
30
WHITEHOUSE.GOV

31. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Want proof?
31
10:30 AM
10:03 AM EDT
11 AM
10:25 AM 10:30 AM
12 PM 1 PM 2 PM 3 PM

32. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Another company with PR problems?
32
1.4 MILLION VIEWS

33. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Helping Comcast turn it around
33
Frank Eliason
“Frank Eliason: Helping
Comcast suck a little bit less”
“I can give full kudos to Frank for being
so personable, and as much as it
pains me to say it, I have to
acknowledge Comcast as a whole for
bringing customer service to the digital
age.”
BusinessWeek: “I think it's safe
to call Comcast's Frank Eliason
the most famous customer
service manager in the U.S.,
possibly in the world.”
@comcastcares

34. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
What can we learn from Comcast & Obama?
34
Are we ready to put them
first?
Do we really want to know
what our customers
think about us?
Do we know how to have a real
conversation
with them instead of a
monologue?
Are we willing to make the
changes
in our organizations that
this will require?

35. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
Five things you can do right now
• Demystify AE Reporting
•Get trained in your company’s
Drug Safety SOP
•If your company doesn’t have
one for social media, help them
develop one
• Start listening
•Work with a partner
•Learn from what you hear
•Fix what needs to be fixed
•Do more of what’s valued
• Involve your agencies
•Propagate learnings to creative,
account planning teams
•Use learnings to inform
segmentation and other market
research
•Don’t forget PR
• Get your hands dirty
•Open your own accounts on
Facebook, Twitter, YouTube…
•Keep it personal, authentic,
transparent, and off-hours
•Share value
• Get your feet wet
•Identify a pilot social media
opportunity consistent with your
company’s risk tolerance
•Test…and learn
35

36. ©
2009
DIGITAS
HEALTH
CAPCPR
10/20/2009
36
“Your brand is what your
customers say it is…so you’d
better start listening”
— Charlene Li & Josh Bernoff

37. @slarcker
@Digitas_Health