1.
Social media
is harder in highly regulated
industries like ours
(Doubtless you already know this)

2.
Questions Who’s responsible for
adverse event reporting and
about off-label references?
responsibility
The FDA has held hearings,
Why? No clear
guidance
but crystal-clear guidance
may never come
Traditional healthcare culture
demands caution and proven
Clash of values results; social media rewards
speed and information that’s
“good enough”

3.
Meanwhile:
Traditional advertising channels are losing effectiveness.
Connecting with people en masse is harder than ever before.
Of people say Of households can
they trust what
they hear in
advertising
17% 36% skip all television
advertising with
their DVRs
Chance Americans
are spending their
Number of print
magazines and
journals that
428 50-50 entertainment
time in front a
computer vs. a
folded in 2009 television
Edelman Trust Barometer, 2010
On-demand TV 2009: A Nationwide Study on VOD and DVRs, Leichtman Research Group, 9/2009
MediaFinder.com, 12/2009
North American Technographics Report, Forrester, 2009

4.
HCPs aren’t waiting to be detailed, they’re turning to the
social web to educate themselves
60% of physicians either use or are interested in using social networks
112,000 docs
talk to each
other on Sermo. This doc-to-doc
blogger has
53,000 readers
this month +
20,000 Twitter
followers
65% of docs plan to use
social media for
professional development
Manhattan Research 2009, 2010
Sermo,com
Compete.com

5.
And patients are finding their own way:
People are turning to each other online to understand their health
50% 61% 41%
Of patients leave a Of Americans go Of them read about
physician’s office online to research other’s medical
unsure of what health information experiences on social
they were told. websites or blogs.
We look for health information for ourselves online and for each other.
Half of our health searches are on behalf of someone else.
And two-thirds of us talk with someone else about what we find
online.
The Social Life of Health Information, Pew Internet and American Life Project, 2009

6.
But:
What we find can be misleading or even dangerous
A conversation about:
Do your best to take these
at a consistent time but
don't panic if you miss
one...it really is still I feel it's necessary to
Just be aware of the switch brands after each
break-through bleeding effective
bottle to fully benefit
and if they are on it to from its full potential...I
44 year old Female
control painful periods - just think that it is good
the pain isn't any better. It for your body.
is just less times a year. 38
year old Female 47 year old Female

7.
We have to find a way
to make it work
(Don’t worry, this won’t hurt a bit)

8.
Today’s Agenda
1. What is social media – easy definitions and real behavior
2. Social samples – campaigns created by our peers
3. Q&A – everything you’ve been wanting to ask
4. Nifty new products – making it easy to start getting social

9.
Defining social media
How it’s changed our behavior and expectations

10.
It’s not
just a bunch of destinations

11.
Social media is a change in expectations.
Now: We can the get things we
need from one another.
Instead of just from traditional
institutions, like business,
media or government.

12.
• Advice and recommendations
• News and new ideas
• Products and services
• Tools and software
• Support and resources
Social media is a change in expectations.
It’s how: We get the things we
need from one another.
Instead of just from traditional
institutions, like business,
media or government.

13.
Social media = the social web
(Where we all – even you - learn, connect, and find entertainment)
Half of us use social Of the top 20 most visited sites in
networks where we America, eight are social networks
connect with people and all use social tools
around shared 11. Craigslist
1. Google
interests (Think:
2. Facebook 12. Twitter
Facebook)
3. Yahoo 13. MSN
4. YouTube 14. AOL
Almost all of us use 5. Wikipedia 15. Go
social tools that 6. Myspace 16. Bing
include the 7. Blogger 17. LinkedIn
opportunity for 8. Live 18. CNN
interaction and the 19. Wordpress
9. Amazon
perspectives of people
10. eBay 20. Flickr
like us (Think:
Amazon.com reviews)
The Broad Reach of Social Technologies, Forrester Research, 2009
Alexa, real-time results, February 2010

14.
That combination of networks & tool creates a new context
• Links
• Status updates
We share • Forwards
things we
like
• Blogs We We • Reviews
• Photos
• Videos
create answer • Recommendations
• Chat rooms
content questions
This is social context.
It’s the personalization, credibility and relevance
we add to information and ideas.
Social Technographics Report, Forrester Research, 2010

15.
A lot of us are creating it and even more are consuming it
54%
share things
24% 37%
create answer
content questions
73%
Read, buy and use all that
social context. Social Technographics Report, Forrester Research, 2010

16.
But when it comes to our health
we use social context a little differently

17.
83% of online adults search for health
information
66% look up a specific disease or problem
55% a certain medical treatment or procedure
45% information on prescription or over-the-
counter drugs
35% alternative treatments or medicines
The Social Life of Health Information, Pew Internet and American Life Project, 2009

18.
83% of online adults search for health
information
66% look up a specific disease or problem
55% a certain medical treatment or procedure
45% information on prescription or over-the-
counter drugs
35% alternative treatments or medicines
60% of them look for the experience of
“someone like me”
The Social Life of Health Information, Pew Internet and American Life Project, 2009

19.
Are health influentials. They
1 in 5 not only care about and take
action on health issues,
they also act as channels for
information to others
But they Of people who look for health
find fewer 5% information online have
posted their own health
thoughts on a blog
peer voices
Have posted comments or
questions about health or
6% medical matters in an online
discussion, listserv, or group
forum
The Edelman Health Engagement Barometer, 9/2008
The Social Life of Health Information, Pew Internet and American Life Project, 2009

20.
So they mashup what they find from people and from
brands (and hope for the best)
No single source of information
stands out or stands alone in the
networked world of many health
consumers
Just 41% of patients have the
knowledge and confidence
required to manage their health
in this new world.
Edelman Health Engagement Barometer
Center for Studying Health System Change
The Social Life of Health Information, Pew Internet and American Life Project, 2009

21.
Then they act
6:10 health searchers say their most recent
search had an impact on their own health or the
way they care for someone else
60% how to treat an illness
56% overall approach to maintaining health
53% what new questions to ask their doctor
38% whether or not to see a doctor
38% how to cope with a chronic condition
The Social Life of Health Information, Pew Internet and American Life Project, 2009

22.
They way docs are using it
may be even harder on our business

23.
You already know, it’s more challenging than ever for our
sales reps to get face time with docs
REP-ACCESSIBLE DOCS REP-INACCESSIBLE DOCS
20% 50%
AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010

24.
A big part of the reason is that they’re educating
themselves on the social web
Over 100,000 docs use SERMO to:
1. Crowdsource diagnoses
2. Talk about new drugs on the market and in the
pipeline
3. Complain about how fake TV doctors are
(especially that guy on Royal Pains)
+50% get medical
information from Wikipedia
Sermo, 2010
Manhattan Research, 4/2009

25.
So what is social media?
It’s how we get the things we
need from one another rather
than from traditional institutions.
It’s social
places we go + People’s
contributions
we find there
Make sense?

26.
Access to social media has really changed what we expect
Today’s social media users have new demands:
They need diverse opinions
Gut reactions
Real experiences
Expert perspective
They want
special access They expect to
Sneak peeks make an impact
Valuable offers Listen to me
Exclusive opportunities Respond to me
Act on what you hear
Bottom line: It’s all about feeling confident.
“I won’t be taken advantage of.” “I won’t miss an opportunity."

27.
What pharma can do now
Seven proven models that are adding value

28.
What are we looking for:
Experiences with an audience-centric view
We can’t advertise at people in social media. We need to
build connections with them.
Successful social experiences create lasting relationships:
VISIT ENGAGE PASS ON

29.
A audience-centric view starts with
Embracing the ideals of the social web
Tip: Use this as a filter for idea generation
and for evaluating the following examples

30.
We always start with a balanced strategy
A successful social media strategy should provide:
VALUE TO THE VALUE TO THE
BRAND PEOPLE
This one is pretty easy, But what about this one?
right? How can we add value?
What do people want?

31.
POP QUIZ
How many pharma
brands use social media?
(seriously, not a trick question)

32.
400+
Our colleagues at WPP actually counted.
Dig around: http://bit.ly/doseofdigital

33.
So what are pharma companies doing now?
There are valuable social tactics at every point on the risk/reward
spectrum:
Where you can
CONTROL
• Unbranded sites Where you can
• Private communities INFLUENCE Where you can
• One-way profiles • Targeted applications
PARTICIPATE
• Moderated content • Social networks
• Peer-to-peer reviews
• Sponsored
communities • Talk-leader summits
Today, pharma is mostly here

34.
1 Make someone’s life easier
The toughest way to add value in social media is also one
of the most effective: Give people something they need
• Creates lots of conversation (You’ve got to try this!)
• Builds positive brand perception and lasting attachment

35.
Make their lives easier
1
Didget World by Bayer
• The idea came from a parent (Paul
Wessel) of a child with type 1
diabetes.
• Paul’s son was constantly losing his
blood glucose meter, he could always
find his Game Boy.
• That insight lead him to start his own
company to create a device that
would help his son manage his
diabetes
• Then, Bayer hired Paul to develop
DIDGET™:
A first-of-its-kind blood glucose
meter that connects directly to
Nintendo DS™ gaming systems to
help kids manage their diabetes by
rewarding them for consistent testing
habits

36.
Make their lives easier
1
GoMeals by Sanofi-Aventis
• The overall strategy is for
Sanofi-Aventis to forge closer
bonds with prescribing
physicians and patients who
are working to manage their
disease
• One tool in their marketing effort
is an iPhone app that includes
some really valuable tools:
– Restaurant finder that includes
nutritional information
– Daily food intake meter for
calories, carbs, protein, etc.
– Searchable database to plan and
save meal choices
• The company is even doing its
customer service via Twitter,
which helps it make its product
more viral.

37.
2 Empower patient opinion leaders
It’s all about inspiring people to take your message into
the places they already talk
• Builds relationships with the 6 - 11% of ePatients who
create peer content
• Adds the credibility of an independent source
The Social Life of Health Information, Pew Internet and American Life Project, 2009

38.
Empower POLs
2
Step UpReach Out patient conference by Bayer
• Bayer asks young
hemophilia patients one
question: Who speaks for
you and the thousands of
others like you in the
world?
• The answer they’re looking
for is: YOU
• Their Step UpReach Out
patient conference draws
together young men from
around the world for
learning, personal growth and
collaboration.
• The program makes sure they
understand the issues and
the communications tools
to get the word out

39.
Empower POLs
2
Diabetes Directory by Roche
• Last summer, Roche invited
29 diabetes specialists and
bloggers to a social media
summit
• Together, they created a
manifesto on what how
pharma should engage in
social media
• They asked for centralized
web directories for all
diabetes sources
• And, new patient-centric
messaging, including a
speakers bureau of high-
profile patients

40.
3 Listen for new insights
How do you get the best new ideas from the people who
will actually use your product? Ask them
• Creates more audience-relevant experiences
• Leverages lasting attachment

41.
Listen for new insights
3
Community insight for NCCN and Memorial Sloan-Kettering
• When Ellen Sonet, VP of marketing at
Sloan-Kettering, was faced with the
challenge of how to market the
new cancer center, she turned to
the people
• Through a partnership with National
Comprehensive Cancer Network
(NCCN) she was able to host a
private community on
Communispace
• There, they asked lots of questions,
starting with: How do you choose
where to get treated?
• The answers changed their
marketing. From patient-focused
to primary-care physician focused.
From print to search-rich online.
• They also made marketing a go-to
resource to execs and docs alike

42.
Listen for new insights
3
PatientsLikeMe community from UCB
• Earlier this year, UCB launched
an epilepsy community on
PatientsLikeMe
• In the first two weeks, over
400 patients joined. They
expect thousands of
patients in the next few
months.
• They’re looking for on-the-
ground research with a
wide-cross section of patients.
What they learn about
epilepsy will help improve drug
safety and lead to new
advances in care.
• Doing it in this valuable
public forum will help build
affinity with patients

43.
4 Be the go-to resource
Investing in the content people want most positions a
brand as a dedicated advocate for their customers
• Encourages repeated visits
• Creates focus for search engine optimization

44.
Be the go-to resource
4
MerckEngage by Merck
• Project started with a
patient focus: create a
better experience for
patients on drug therapy
• The site is designed for
both physicians and
patients to help them work
together to achieve
improved health outcomes
using web and social tools
• Each member can create a
personal plan - including
daily activities, meals and
fitness
• The site delivers patient
education, support and
specific information
guidance from
physicians to patients on
specific Merck medications

45.
Be the go-to resource
4
PKU.com by BioMarin
• PKU.com is a lasting
resource for families
and physicians dealing
with a PKU diagnosis
• It includes quick-start
information for parents
• Communities and
support for teens
• And deep professional
resources - including a
peer-to-peer exchange
for HCPs
• This unbranded site has
such powerful content
that it appears on the
first page of Google
search results for the
condition

46.
5 Connect patients with one another
Sometimes being social is all about letting other people be
social. One way: let your audience support one another
• Very authentic use of the social web
• Opens a window to your customers’ challenges and hopes

47.
Connect patients with one another
5
CML Earth by Novartis
• The main purpose of the site
is to connect people who
have been diagnosed with
Chronic Myelogenous Leukemia
• Healthcare professionals and
caregivers are also invited to
participate
• People create a simple profile
and then can visually scan the
world for people they want to
meet or support
• They can give three kinds of
ambient support with one
click
• Or message a user directly
to build a supportive
relationship

48.
Connect patients with one another
5
Advanced Breast Cancer Community by Bristol Meyers Squibb
• In 2006, Living Beyond Breast Cancer
published "Silent Voices,” the results
of its survey of people living with
advanced breast cancer.
• The findings confirmed the need for a
targeted approach to information
and support for the advanced breast
cancer patient
• The group also found it difficult to
navigate the numerous websites and
locate the valuable information on
clinical trials, treatments, and
support services
• Bristol Meyers Squibb stepped up to
meet this unmet need: women
living with advanced breast
cancer had no place to call their
own
• They partnered with 13 of the
leading breast cancer patient
advocacy organizations to create
the site that launched in 2008

49.
6 Advocate a cause
People connect to things they believe in. Sponsoring -
or even establishing - a cause can humanize a brand.
• Focuses attention on an opportunity relevant to the brand
• Invites people to take an active role in progress

50.
Advocate a cause
6
World Contraception Day by Bayer Schering Pharma
• The day was founded in 2007 to
reduce the high levels of
unintended pregnancy around the
world
• Bayer gathered NGO partners and
invested in both DTC and HCP
marketing
• The day has a theme each year, like
understanding your choices or
making your voice heard
• It intentionally brings in the voices
of real people, mostly young
people, who are most impacted by
unintended pregnancy

51.
Advocate a cause
6
Take a Step Against Cervical Cancer by Merck
• Over 100,000 people have
joined Gardisil’s cervical
cancer fight on Facebook
• There they donate their
status update to spread
the word
• And, find tools to become an
activist against cervical
cancer in both big and small
ways
• The page also includes some
uniquely valuable tools for
the medium, like quizes and
contests

52.
7 Create a shareworthy experience
Not all social strategies start in the usual destinations,
some don’t even start online. Instead, they’re designed to
be irresistible to pass on.
• Creates peer-to-peer sharing
• Associates a sense of delight and discovery with a brand

53.
POP QUIZ
What’s wrong
with this picture?
(it’s from a river-front
music festival in Austin)
Not nearly as cool as Comfest, but still…

54.
Create a shareworthy experience
7
Coin-Operated Scientist by Multiple Sclerosis Society
• This live exhibit was designed
to help raise money for MS
Research
• The box has an enclosed mini
research laboratory with a
coin slot in the front
• Inside a real scientist sits
slumped and motionless
• When people make
donations, he sits upright and
conducts science experiments
until he feels the money has run
out

55.
Create a shareworthy experience
7
Gilead gives away tickets, raises awareness
• If you’re diagnosed with Hepatitis B, you’re
likely to receive a drug created by Gilead
(the new category leader)
• Gilead targeted one under-diagnosed
population (Asian Americans) with a ready-
to-pass-on experience
• Gave away passes to concerts in exchange
for watching unbranded videos about the
disease state
• The bands (Kaba Modern, Happy Slip) also
passed on information about B in interviews
• Gilead posted information about B testing
on Facebook, YouTube and Twitter

56.
Q&A
Answers to your social questions
+ Six tough questions product managers are asking about

57.
Don’t we expose ourselves to more adverse events?
Only a tiny fraction of social media posts contain reportable AEs.
You may have seen this Nielsen map. It looks at 500 random posts:
A 494 messages mention an identifiable patient
B 100 messages mention a specific medication
C 56 messages mention an identifiable reporter
D 14 messages both mention a specific medication
and an identifiable reporter
E 4 messages mention an adverse experience and
include and identifiable patient and a specific
medication
F 1 message also included an identifiable report
That’s a .2% chance
Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,”8/2008

58.
What about ROI?
The truth is, any good campaign is customized to help support your
overall brand or campaign goals
• Ex: Norelco launched a category
• Ex: Dell changed sentiment
• Ex: Zappos created enduring brand fans
But, generally, we track two kinds of metrics for any campaign:
Engagement
{people spend time
with your brand}
• Unique visitors
• Return visitors
• Comments/votes
+
• Time on site
• Connections
• Frequency
Influence
{it makes a difference}
• New leads
• Satisfaction
• Referral likelihood
• Positive/negative noise
• Awareness (volume)
• Cost per prospect
• Members

59.
What if someone says something else negative
THEY ALREADY NEGATIVE =
CAN (& DO) CREDIBLE
On iGuard, WebMD, iVillage, People trust positive comments
Twitter, etc., etc. more when they also see negative
There will always be negative comments about your brand.
Ultimately, it’s what you do about it - act on it, respond
to it, change it - that builds social media esteem

60.
Can we just disable comments and push content out?
Halfway social isn’t social
It has to work
the way people expect it to work

61.
What do you expect from the FDA?
Good news: The FDA understands the issue
A lot of it revolves around
the five questions we
posed … things like
accountability,
responsibility, ownership
[The codes] were of the information and
written decades and regulatory requirements.
decades ago… people
weren’t thinking about
Twitter back then.
Dr. Jean-Ah King, Special Assistant
to the Director in DDMAC

62.
What do you expect from the FDA? (CONTINUED)
Bad news: We’ve got a long way to go
Feb 24 speech is just
Comment period is still open an update on what
they’ve heard
One possible outcome
No guarantee of guidance is “status quo”
If it is written, look for
Any draft guidance has comment period a 90-day review +
iteration
Any guidance won’t be
Technology will keep changing technology-specific
and won’t know the
next evolution

63.
Is it really worth it?
YES. 70% of
consumers
48% of
Americans trust
believe pharma
pharma less than
information from
they did five years
their non-expert
ago
peers is credible
Could it be because we’re not part of the
conversation? Push advertising isn’t going to change
those numbers. Engaging and adding value is.
iCrossing, How America Searches: Health and Wellness, January 2008
DDB, Health is the New Wealth, 2009

64.
Social products
How can we empower and support our clients?

65.
INSIGHT FROM THE CROWD
Social Listening
is curated social listening:
Filtered analysis and insight
Delivered monthly or quarterly.
+
Breaking
Periodic
conversation
audits
alerts

66.
INSIGHT FROM THE CROWD
Social Listening
People have thousands
of conversations every day
that could impact your brand
Who has time to listen to all of them?
And, what are the regulatory implications
of even trying to?

67.
INSIGHT FROM THE CROWD
Social Listening
People have thousands
of conversations every day
that could impact your brand
Together, we create a FILTER
that listens for just what you want to know
• Understand why people choose one product over another
• Create/test hypotheses about what people want or need
• Be ahead of any challenges to your reputation
• Find new kinds of accolades
• Uncover where the most conversation is happening (and when)

68.
INSIGHT FROM THE CROWD
Social Listening
People have thousands
of conversations every day
that could impact your brand
Together, we create a FILTER
that listens for just what you want to know
Clear information: Action plan:
• What people think So you get: INSIGHT • Leverage opportunities
• What they want (not noise) • Combat threats
• Where you can reach • Make meaningful
them connections

69.
INSIGHT FROM THE CROWD
Social Listening
The Process: Recent Clients:
Research & • Gilead
Listening Presentation • Millenium
Planning
• Seattle Genetics
2 weeks 2 weeks 1 week • Biogen Idec
KEY ACTIVITIES
• GSK
• Amgen
• Collect background and
information from client
• Collect and organize all
research
• Presentation to Client
• Allergan
• Competitors
• Environment • HCP communities
concerns and focus • Patient
communities
• Identify appropriate scope • Influencer
• Who we’re listening communities
to • Social destinations
• What we’re looking
for • Focus research and
Cost:
formulate summaries and
• Set frequency recommendations
$15,000 - $25,000 (initial)
$5,000 - $10,000 (updates)
DELIVERABLES
Social monitoring research and Social monitoring report
Clear understanding of scope of
draft findings (for core team • Executive summary
the monitor review) • Presentation of findings
• Recommendations for action

70.
COLLABORATIVE SOCIAL THINKING
Social Brand Workshop
is a
collaborative workshop
That evaluates social media
opportunity for your brand
Social media
learning
+ Social media
planning

71.
37% of brands say
their main barrier going social is
simply that they don’t know
where to begin
These workshops point the way >>

72.
COLLABORATIVE SOCIAL THINKING
Social Brand Workshop
With so many competing priorities, it can be difficult for an brand team to
find the time and resources to evaluate if and how they should leverage
social media. A social brand workshop facilitates that discussion in an
efficient, hands-on one-day summit:
THE MARKETPLACE
What
THE BRAND
What What the
What assets and
people Social media brand
competitors resources
want and opportunity wants to
are doing are
need accomplish
available

73.
COLLABORATIVE SOCIAL THINKING
Social Brand Workshop
Sample agenda:
Morning session: Learning Afternoon session: Planning
1. Social media 101 4. Defining our goals
• Definitions • What we want to achieve
• Behavior • How we’ll measure it
2. How other brands are engaging 6. Identifying assets
• Our competitors • Content and context
• Best practice brands • Available resources
3. What our audience wants 8. Modeling campaigns
• Key behaviors • Social media test projects
• Current sentiments • Potential lasting programs

74.
COLLABORATIVE SOCIAL THINKING
Social Brand Workshop
The Process: Recent Clients:
[Piloting with Palio in June]
Development Workshop Documentation
3 weeks 1 week 2-3 weeks
KEY ACTIVITIES
Cost:
• Collect background and • Facilitate collaborative • Final presentation to client
information from client session with 5 – 10 brand
• Competitors
• Environment •
leaders
Share social learnings
$25,000 - $35,000
concerns and focus • Co-create social planning
• Audit existing landscape
• Audience
• Brand
• Competition
• Create workshop materials
• Agenda
• Activities
• Presentation
DELIVERABLES
Full-day collaborative workshop Documentation of social
Planning and materials for full-
day workshop learnings
Synthesis of social plans and
recommendations

75.
(thank you!)
leigh.householder@gsw-w.com
Advergirl.com
WhatsYourDigitaliQ.com
BrandLiberators.com
@leighhouse
@iqlab