SOCIAL MEDIA MARKETING – APPROACH SOCIAL MEDIA WITH THE CUSTOMER, NOT THE BRAND, AT THE FOREFRONT

Social Media
Marketing –
Messages That
Work
19.NOV.2015
Greg Cohen
Global Multichannel Lead

@gcohen85 #e4pCE
© 2015 UCB, Inc
The thoughts and opinions
represented in this presentation
reflect those of the presenter,
Greg Cohen, and not UCB.
Greg Cohen
Global Multichannel Engagement Lead
UCB, Inc.
Greg.Cohen@ucb.com
@gcohen85
All images used in this presentation are the
property of the original copyright holders.

@gcohen85 #e4pCE
© 2015 UCB, Inc
Each person’s
quest follows the
ancient tradition
of The Hero’s
Journey, an
adventure from
the KNOWN to
the UNKNOWN
and back again
4

@gcohen85 #e4pCE
Symptom
Presentation
• Something’s not
quite right…
Diagnosis
• Doctor Visits
• Identification of
Disease
Treatment
• Preliminary
Medication
• Medication
Experimentation
Long Term
Care
• Ongoing
Disease
Management
Patient journey maps visualize
the treatment pathway
5
© 2015 UCB, Inc

@gcohen85 #e4pCE
Parent
Sibling
Friend
Patient
Co-Worker
People are only patients SOME
of the time
6
© 2015 UCB, Inc

@gcohen85 #e4pCE
8
© 2015 UCB, Inc

@gcohen85 #e4pCE
The Journey
Begins…
9
© 2015 UCB, Inc

@gcohen85 #e4pCE
Everything is fine…
10
until it isn’t…
© 2015 UCB, Inc

@gcohen85 #e4pCE
Traditional online thinking has no place
in the evolving mobile-enhanced world
11
© 2015 UCB, Inc

@gcohen85 #e4pCE
Social Listening 101: Baseline Education
12
Source: Infomart, https://www.infomart.com/how-to-improve-brand-health-with-social-listening/

@gcohen85 #e4pCE
Social monitoring tools are smarter than
you might think - good tools extract
context and meaning, not just mentions
13

@gcohen85 #e4pCE
We can map out the digital pathway of patients by utilizing social
listening, understanding the right message for the right medium
IMS Health: Nexxus Social Media
• Google directs patients to
prominent information sites
for XXX such as Wikipedia
and Mayo Clinic
• Twitter and Forums are
used by patients for
understanding their symptom
at early stages of the
journey
Google
Wikipedia
• Patients share their
experiences during
diagnosis on Facebook
and Forums
• Prior to treatment,
patients visit brand sites
and drug review sites
for additional information
on medications and side
effects
• Patients shared and
sought information about
treatment options,
drugs alternative
therapies
• Drug efficacy related
information was
frequently discussed
during the treatment
phase
• Patients use forums and
blog to share experiences
about their quality of life,
disease management
and symptoms control
• Patients also seek
emotional support on
forums and online groups
Forums
Facebook
Twitter
Forums
SYMPTOMS DIAGNOSIS TREATMENT MANAGEMENT
Brand sites
Drug review sites
Forums
Online support
groups Forums
Google
Blogs
Facebook
© 2015 UCB, Inc

@gcohen85 #e4pCE
15
Disease education
Product information
“What is happening to me??”
© 2015 UCB, Inc

@gcohen85 #e4pCE
People are engaging more quickly in
more networks than ever
People seeking to connect
with other users have more
venues to express
themselves, connect with
friends, and find others just
like them
• Influence
• Quantified Self (i.e. health)
• Blogs/Microblogs
• Social Networks
• Q&A
• Nicheworking
• Enterprise
• Business
• Reviews & Ratings
• Events
• Pictures/Video
16
Source: Conversation Prism, provided for free by Brian Solis and JESS3
© 2015 UCB, Inc

@gcohen85 #e4pCE
Patients ask broad questions to get
feedback on medications
17
© 2015 UCB, Inc

@gcohen85 #e4pCE
Active patients share diverse multimedia
including administration – don’t write off
as the ‘vocal minority’
18
© 2015 UCB, Inc

@gcohen85 #e4pCE
Combing through these collections of digital artifacts can yield
robust, longitudinal patient-as-hero journey mappings
IMS Health - Nexxus Social Media
20102005 2007 2011 20132012 2014
Symptom
Headaches and
fatigue
Grand mal seizure
Other seizures
along with Tonic
clonic
Seizures
increased
Tonic clonic
seizures
30 seizures/day
Diagnosis
Misdiagnosed as
pituitary adenoma
and migraine
Epilepsy diagnosis
Treatment Started on ###
May: VNS*
surgery and
treatment with
###
June:
Reduction of
dose followed
by seizures
October:
Switchover from
###
July: Addition
of ###
February:
Adjustment of
VNS*
April: Patient
on ###; Higher
dose of
###and
withdrawal of
###
February:
Addition of
###; Brain
surgery to
remove left
temporal and
left occipital
January:
Switchover from
### to ###
due to in-
efficacy
September:
Switchover from
### to ###
Outcome
Drug did not
work; GP
referred patient
to epileptologist
Side effects on
###triggered
switchover to
###
Stopped ###
due to side
effect issues
Reduction of
seizures
Side effects
triggered
switchover from
### to ###
Amanda (diagnosed
at the age of 14)

@gcohen85 #e4pCE
20
Frodo: I wish the ring had never come to me. I wish
none of this had happened.
Gandalf: So do all who live to see such times, but that
is not for them to decide. All we have to decide is
what to do with the time that is given us.

@gcohen85 #e4pCE
Social listening analysis clearly pointed
to create a Facebook presence
21
• Leverage social listening and
other data to determine where
your audience is active and
topics of interest
• Epilepsy patients regularly
discuss their disease in short
form on typical social networks
(Twitter, Facebook, etc.)
• Detailed discussions take place
on forums and blogs
• The symptoms and lifestyle
impact of epilepsy are a central
theme
Action: Focus easily consumable
content in Twitter and Facebook and
more robust content (i.e. research
studies) in blogs
© 2015 UCB, Inc

@gcohen85 #e4pCE
The Epilepsy Advocate program was
built to engage with multimedia across
multiple channels
22
© 2015 UCB, Inc

@gcohen85 #e4pCE
Online users discussed patient stories and shared articles related to
key therapeutic area as well as treatments
10%
Alternative treatment
7%
Quality of life
1%
Others*
Tree Map depicting themes of conversation on ### (N=1,107)
5%
Efficacy and side effects of
### drugs
8%
Symptoms and diagnostic tests
for ###
3%
Diet and lifestyle
2%
Financial issues
1%
Dosing and administration of
drugs
30%
Conversations were about ###
patient stories, fundraisers for
them, and awareness campaigns
on epilepsy
23%
Sharing and discussion of news
and research articles on ### and
### drugs
10%
Treatment experiences of patients

@gcohen85 #e4pCE
Cost of drugs
Conversation analysis reveals highest priority topics
that patients are seeking
Emotional support
Lack of knowledge among
doctors
Information needs
Low quality of life
Alternative treatment options
Concerns and unmet needs (N=92)
28%
22%
19%
15%
5%
Patients are unfamiliar with the
signs and symptoms of ###
Patients and caregivers
mentioned limited access to
alternative treatment options for
###
Patients sought emotional
support and mentioned about the
absence of patient support groups
11%
Insights Verbatim
“We have to relocate To
California for that reason To
secure Medical Cannabis for
him”
“have ##.this changed my life, my
long-term memory, my lifestyle,
my independence”
“the insurance would only cover
$508/month of the cost of this
relatively new ###drug. So I was
stuck paying the rest. ”
“###worry me. I live alone and
have no supports so if I go down,
I'm not sure what will happen”
“My current specialist didn’t
believe I have ###.After 5 years..i
knw I did..never diagnosed”
“Has anybody noticed a
connection between ### and
###?”
Expensive ### drugs for
treatment was a concern as well
Patients mentioned the low
quality of life due to ###
Patients mentioned that improper
guidance of physicians sometimes
led to delayed diagnosis

@gcohen85 #e4pCE
UCB social communities currently
engage over 291,000 patients,
caregivers, and HCPs in the U.S.

@gcohen85 #e4pCE
Social listening combined with search
analytics fuels strategic social media
content
27
© 2015 UCB, Inc

@gcohen85 #e4pCE
Emotional content is just as important as
educational
28
© 2015 UCB, Inc

@gcohen85 #e4pCE
Surveyed social communities to gain
insight that patients value a caring
attitude and higher levels of service over
physician time
29
Source: UCB survey analysis, n = 288

@gcohen85 #e4pCE
Fundamentally reimagined the way we
engage with patients and stakeholders
30

@gcohen85 #e4pCE
Follow up survey utilized advanced free-
text analytics to understand how patients
assign value…what will come next???
31
Spending time
with doctor
Knowledgeable staff &
state-of-the-art facilities
Relationship &
conversation
with doctor
Insurance, cost, and
access to medicine
Source: UCB survey analysis, n = 525

@gcohen85 #e4pCE
32
Acceptance
Empowerment
“What is my new purpose?”
© 2015 UCB, Inc

@gcohen85 #e4pCE
With personal acceptance and community
development, patients go from a ‘victim’ mentality…
33
…to a
“champion”
mindset!

@gcohen85 #e4pCE
Coping With Parkinson’s Contest combined active
social listening with audience engagement to create
new pilot programs for Parkinson’s patients
34

@gcohen85 #e4pCE
My Four Words… a social campaign to drive
engagement that started offline…
35
Encourage patients to
explain their experience
living with epilepsy in a mere
4 words
It included local and national
events and media outreach…

@gcohen85 #e4pCE
Online-to-Offline Engagement
A personalized welcome reflected our
commitment to patients as individuals
36
Online engagement enabled us to personally
connect at the National Epilepsy Walk

@gcohen85 #e4pCE
38
Patients who were once students…
…become teachers

@gcohen85 #e4pCE
Patients impart their personal experiences to educate
the next generation – let them tell their stories
39
© 2015 UCB, Inc

@gcohen85 #e4pCE
Engage in deep discussions to let patients tell their
stories and gain insight into everyday patient lives
40
© 2015 UCB, Inc

@gcohen85 #e4pCE
Continue learning about your engaged
audience to improve content over time
41
Most Engaged Demographic
Female – 35-54 years old
44% of Engaged Users
© 2015 UCB, Inc

@gcohen85 #e4pCE
Understanding goes beyond demographics
into psychographic understanding of who
your audience really is
42
Source: Facebook Audience Insights for the Epilepsy Advocate Page – dated October 13, 2015

@gcohen85 #e4pCE
As well as understanding how they are
connecting with your platforms
43
Source: Facebook Audience Insights for the Epilepsy Advocate Page – dated October 13, 2015

@gcohen85 #e4pCE
Build relationships the right way to
utilize #influence
45
Regulatory
bodies exist
to protect
patients
Come from the
right place
Don’t intend to
deceive –
intend to
educate using
known rules
When in
doubt,
DISCLOSE
There is no
substitute for
REAL brand
advocates

@gcohen85 #e4pCE
Create opportunities for patients to share their
personal victories and showcase their true selves
47
© 2015 UCB, Inc

@gcohen85 #e4pCE
Don’t just solicit content – find ways to show
appreciation and keep the conversation alive
48
© 2015 UCB, Inc

@gcohen85 #e4pCE
Key Takeaways
49
 Social data does not necessarily mean a social response -
be creative with how you apply insights to your business
 Don’t overlook social as a ‘vocal minority’ – these voices
are just as potent (if not more so) as your official messages
 Look for opportunities to co-create
 Don’t be afraid of massive amounts of unstructured data
(i.e. free text) – find experts to help you navigate and make
sense of the mess
 Share, share, share – you never know who within your
company will be inspired with the next big idea

SOCIAL MEDIA MARKETING – APPROACH SOCIAL MEDIA WITH THE CUSTOMER, NOT THE BRAND, AT THE FOREFRONT

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie SOCIAL MEDIA MARKETING – APPROACH SOCIAL MEDIA WITH THE CUSTOMER, NOT THE BRAND, AT THE FOREFRONT

Ähnlich wie SOCIAL MEDIA MARKETING – APPROACH SOCIAL MEDIA WITH THE CUSTOMER, NOT THE BRAND, AT THE FOREFRONT (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (17)

SOCIAL MEDIA MARKETING – APPROACH SOCIAL MEDIA WITH THE CUSTOMER, NOT THE BRAND, AT THE FOREFRONT