A United Strategy For Social Media Marketing in Healthcare Brand Management

2. Name of presentation
John G. Baresky
Company name

4. • Social Media’s Profile
• Utility for Brands
• Challenges
• A United Strategy
• Rationale
• Brand E-Media Universe
• Social Media Tactics
• Social Media Monitoring
• Brand Website Tactics
• Brand Website Monitoring
• Clinical/Sales Field Applications
• Tactical Integration
• A United Strategy

5. • Social media is the evolution of chat rooms and bulletin boards we grew
up with on the Internet
• More widely distributed via Blackberry/PDAs, cell phones, podcasts, etc.
in addition to conventional computer-based sharing
• Ever-widening number of venues and variety of participants engaged in
simultaneous exchange
• Audio/visual content easily accessed and instantly shared
• Participation driven by personal/professional interest and highly
individualized purposes

6. • Over 80% of physicians use a computer on a daily basis in their practice
and consider it one of their top decision information resource tools
• E-prescribing mandates by commercial insurers and Medicare further
drive physician’s daily interaction with electronic media
• Communicate attributes of your brand/product
• Assess opinions regarding your brand/product
• Learn more of marketplace as focused spectator to activity taking place,
information exchanged and content featured in social media forums
• PhARMA guidelines limiting communication/promotion options

7. Healthcare professional venues increase
by medical specialty and function
• Clinical Village
• Healtheva
• iMedExchange
• MedicSpeak
• Medical Plexis
• Ozmosis
Healthcare
• Peerclip
• Physician Connect
Professional
• QuantiaMD
Venues
• Rad Rounds
• Relaxdoc
• Sermo
• SocialMD
• Sosido
• Student Doctor Network
• Syndicom SpineConnect
• Tiromed

8. • There are numerous options for healthcare professional brand
stakeholders to engage social media
• Some venues dedicated to healthcare professionals are not accessible
to marketing interests although sponsorship opportunities exist
• New venues easily developed and widely communicated to potential
users, requires ongoing monitoring and prioritization
• Users may fragment their participation between multiple venues and/or
migrate en masse to others
• Venues operate according to their own rules/standards

9. • Audio, video and text interfaces allow for multiple layers of content and
participation across domestic and international markets
• Content, topics and participants readily change
– Your brand may not always have center stage
– Brand’s prominence may not always be assessed/measured
– Participants may not always be brand stakeholders
– You and your brand can’t be everywhere at once

10. • Establish your brand’s website as a central base of all Internet marketing
activity
– Fortify its capabilities so it’s equally immersed within social media
– Continuity/transparency across new and established social media
venues is key
• Selectively engage social media preferred by specific physician
specialties and other healthcare professional brand stakeholders
– Consistently position brand in social media through messaging and
content inertia, orient the social media participant to brand’s website

11. • As social media options increase and participation widens, the FDA and
other agencies will devote more resources to develop
guidance/requirements for them
– Clinical/promotional accuracy and continuity is important to centralize
and maintain throughout electronic media presence
– Comprehensive information beyond the package insert such as
clinical studies, formal presentations and updated interactive content
can be easily accessed by healthcare professional stakeholders
– Social media content often fragmented, stakeholders or participants
can be guided to brand site’s deeper, clinically-oriented material
– Content can be controlled and participation more directly
engaged/monitored via brand website

12. • Centralize internet dollar spend on brand site and select social media,
maximize interchange between them
• Significant content capability through brand website may offer more
options than some social media forums (combined audio, text, video,
print-on-demand, etc.)
– Interactive content exchange
– Measurable
– Direct access for analysis

13. Connectivity/transparency across new
and established user environments is key
Industry
Forums
Healthcare
Your Brand New Venues
Professional
Website Future Interfaces
Venues
Sponsored/
Unsponsored
Blogs

14. • Fortify brand position/value in social media representation
– Limit choice of social media venues based on brand’s highest
professional stakeholder participation, focus brand content/resources
– Position the brand in relevance to specific social media venue but
minimize dilution of its primary identity/value
– Design applications to also account for social media participants with
iPhone, Blackberry, other access points
– All clinical/promotional forays into social media forums are consistently
referred or linked to brand’s website

15. • Blog sponsorship offers tangible benefits but overexposure in one or more
may lead to “infomercial” portrayals
• Collaborate with your internal clinical/medical staff to monitor physician-
only and other limited access social media venues
– What social media do their practicing counterparts use?
– What is being communicated/shared between them?
– How may they be directly/indirectly reached in the limited access
venue, what are their primary open professional destinations?

16. • Continue to assess professional stakeholder participation in the social
media you are directly engaged with
• What does dialogue/interaction consist of, is the brand’s participation and
activity producing value?
• Where are social media participants channeling in/out of your brand’s
website, how is it changing?
• Are other established or emerging social media venues being monitored
showing opportunity for direct participation?

17. • Position brand website with an optimum profile for social media
participants to have easy steerage/access to
– Regularly assess search engine optimization, continue to re-optimize
site code
– Implement metatag integration throughout website
– Ensure top organic search potential

18. • Fortify brand website, engage professional stakeholders via survey,
advisory boards and other interaction to align content, maintain
contemporary interfaces and provide ongoing new information
– Account for physician, nurse, pharmacist and managed care clinician
interests, determine their website/social media usage and preferences
– Identify optimum ways to meet online resource needs via website and
social media
– Feature wider content, higher degree of interaction, utilize
audio/video/animation capabilities to fullest extent possible

19. • Cultivate present/ongoing professional brand stakeholder user
intelligence on social media and website usage through compiling and
analyzing:
– Page hits
– Where viewers are coming from
– Key word effectiveness
– Repeat visitation

20. • Augment the brand’s internet and social media presence with clinical and
sales field applications
• As appropriate, develop specific web/social media pilot initiatives
facilitated through clinical and field sales professionals:
– Managed care pull-through support
– Augment communications for product launches
or new indications
– Communicate availability of clinical studies
and interactive presentations

21. • Significant utility to reach no-see physicians and other limited access
healthcare professional brand stakeholders
• Highly focus the objectives of these initiatives to avoid impression of
brand/product clutter

22. • Strategically position/promote your website and social media presence
– Utilize Marketwire, RSS, Twitter and other messaging /interlinking
conduits to thread your social media placements and website
– Increase prominence of website address in sales collateral, press
releases and other conventional communications
– Integrate website capabilities /social media placements within
conference exhibits and similar venues for clinical/promotional
exchanges and demonstration purposes
– Selectively engage e-mail communications, avoid spamming

23. • Directly align brand’s web and social media presence with professional
stakeholder user patterns and needs
• Fortify brand’s website as a base of operations, continually update
content, maximize interchange with targeted social media
• Position brand website as a “go-to” in social media presence
• Concentrate resources, monitor select social media venues for increasing
or decreasing opportunities
• Augment web initiatives with clinical and field sales support

24. Name of presentation
Company G. Baresky
John name