Presentation by: Erin Byrne, EVP, Chief Engagement Officer, Grey Healthcare Group www.bdionline.com

1. Social Media
Delivering Health Engagement

2. The Traditional Purchase Journey
Visit
MD

3. Today’s Purchase Journey is Dramatically
Different
Read View
sponsored trends
content or Mashup
Research fashion a
product video video
Update Read Upload
View Pass Social pics of
profile bookmark review
ad along purchases
email products Register
or Talk on
Post live chat account
blog Visit Visit content Use
entryContribute Search MD visualization Join a
a consumer Rate
to for store tool a
brand panel
message Shop via Fill product
board Write a recommerce out
product Subscribe survey
or service to a power Embed
Upload Click review reviewer a
pics to through widget
flickr email Click to Use Sign up
Read call express for
micro- Internet checkout sweepstakes
blogging with rich Read
Read message media expert
RSS ad Join a View tips
feed brand how-to
fan site video
Browse Pass
favorite along Review
sites links a
reviewer

4. As a Result, the Role of the Brand Must
Change
View
trends
or
Research fashion
product video
Read Upload
review pics of
purchases
Search Visit
Visit
MDa
for store
brand
Embed
Upload a
pics to widget
flickr Use
express
Internet checkout
with rich
media
ad
Pass
along
links

5. Paid Owned Earned
Media Content Advocacy
Delivery Discovery
Visibility Direct Brand
.com
Unbranded
Integrations Portal
.com
POC “Brand
Brand CRM
Brand Experiences
Experience”
Relevance Press
Patient Call
Education Center Coverage
Tools & Fulfillment WOM
Utilities Kits
Brand
Commentary
Syndicate Share +/-
SOV R/F CPM CTR Visits Eng Actions Sales SOC R/F

6. Recommend 360 Integrated Approach to
Marketing
Channel-neutral approach lets you use the right media to
deliver the right message to the right person at the
right time.
Awareness Action Conversion Persistence/
Loyalty
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7. Trends to consider
1 2 3
4 5 6
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8. Media Access is Different for
Chronic Disease Population vs.
Healthy Population
● Generational
● Health status
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9. Healthcare Generational Differences &
Changing Expectations
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10. Insights from May 2010 Pew Study
• Having a chronic disease increases the probability that
an internet user will share what they know and learn
from their peers
– Unearth nuggets of information, blog, participate
in online discussions
• Adults living with chronic disease are significantly less
likely than healthy adults to have access to the internet
• The deck is stacked against people living with chronic
disease, they are disproportionately offline, they often
have complicated health issues, not easily solved by the
addition of even the best, most reliable, medical advice
Source: Pew Study, May 2010
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11. m-Health Is On The Rise
6 in 10 people,
4.1 billion people in the world
have mobile phones as of March 2009
What technology do
people already use?
Only 50% of people with chronic
conditions have Internet access
Nearly 90% of Americans have
mobile phones
M-Health evidence – 184 studies
Growing evidence of SMS improving
health outcomes
Notable strides smoking cessation, weight
Source: Pew Study
loss, diabetes, appointment attendance
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12. A Public Health Push from DC
“Over the past three decades,
childhood obesity rates in this country
“Mobile health has enormous benefits
have tripled. Today, obesity and excess
for individuals and improving the
weight threaten the health of one out
health of all Americans”
– Sect’y Sebelius, HHS
of three American children. It’s time
for us to act.”
– Michelle Obama
“Each year in the United States, cigarette
“They’re the most direct, convenient,
smoking and exposure to secondhand
and dependable form of communication
smoke causes 443,000—or 1 in 5 deaths.
we have. That’s why the President and
Economic losses are also staggering.
I believe mobile phones have so much
Smoking-caused diseases result in $96
power to empower the consumer toward
billion in health care costs annually.”
a healthcare system in the future…”
– CDC Tobacco Control State Highlights 2010 – Sect’y Sebelius, HHS
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15. Text4Baby Content and Messages
Content: Sample Messages:
Health Care Access
Immunization Folic acid helps Keeping your hands
prevent some clean is an easy way
Nutrition serious birth defects to stay healthy,
of the baby’s brain especially during flu
Prenatal Care & spine. Take a season. Soap &
Drugs and Alcohol prenatal vitamin water not handy?
each day with 600 Use an alcohol-
Emotional Wellbeing mcg of folic acid. based wipe or hand
Smoking Cessation gel.
Labor & Delivery
Breastfeeding
Mental Health
Car Seat Safety
Safe Sleep
Oral Health Congratulations on Keeping your baby’s
Pregnancy Symptoms your baby’s birth! mouth clean is
Baby's 1st doctor’s important even
Exercise visit should be 2 to before she has
3 days after leaving teeth! Wipe her
Developmental Milestones the hospital. Ask gums each day with
your doctor when to a wet washcloth or
Content developed by HMHB in schedule it. use a soft baby
collaboration with HHS, CDC, NICHD, toothbrush.
HRSA, physicians and nurses.

16. US Partnership
US Government Program Content Advisory
Coordination
Marketing Agency
Sponsors Platform & Service
PR Agency
SMS Gateway
Evaluation
Outreach
Partners
State & Local Health Mobile Operators Media Partners
Departments
National Associations
Health Plans
Provider Networks
Community Health Orgs.
Retail Partners
Media Partners
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17. Interactive Multi-Channel Mobile Health

18. THANK YOU
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