Social media is one of the most disruptive forces to happen to marketing in decades. It has transformed how we gather information and engage with one another. Patients, Caregivers and HCPS are using social media more and more to achieve their goals. And Healthcare and Pharma are embracing social media as a viable marketing channel. So where do we go from here?
In this session, we will:
- Explore the evolving social media landscape
- Discuss the latest social media trends
- Delve into the opportunities and challenges in using social media in the healthcare ecosystem
1. Social Media: Disruptor in Pharma
November 2018
HEALTHCARE MARKETNG SUMMIT
Tracy Yedlin
Customer Innovation and Marketing Innovation Team Takeda Pharmaceuticals
2. 2
@Tracy
Yedlin
Views expressed here are those of the presenter and the presenter alone. They do not
represent those of the sponsor of this forum or Takeda Pharmaceuticals
3. WHAT WE KNOW
3
Social media is one of the most disruptive forces to
happen to marketing in decades
It has transformed how we gather information and
engage with one another
Patients, Caregivers and HCPS are using social
media more and more to accomplish their goals
Pharma is finally embracing social media as a viable
marketing channel
4. WHAT WE WILL COVER TODAY
4
Landscape
Pharma Brands
Best Practices
Path Forward
6. TIPPING POINT
6
% of US internet users use social
networks (eMarketer)
71
average number of minutes spent per
day on social media by US adults
(eMarketer)
% of US social network users aged
35+ (eMarketer)
53
54
7. SOCIAL MEDIA
7
so·cial /sō-SHəl/
of or relating to the life, welfare and relations of
human beings in a community
me·di·a /mē-dē-ə/
tools used to store and deliver information or data
altruistic
transactional
8. SOCIAL MEDIA
8
Interactive computer-mediated technologies
that facilitate the creation and sharing
of information, ideas, and other forms of
expression via virtual communities and
networks
13. PESO
13 PESO Model by Gini Dietrich from ArmentDietrich
‘Traditional’
Pay to play
Third party media
Control content
Facebook Sponsored
Ads
‘Own channel’
Free (no paid media)
Third party platforms
Control content
Twitter Feed
‘Influencer’
Publicity and PR
Bloggers
Control content / co-create
She Knows Health
‘Organic’
Brand created
Shared on you behalf
Control content, not
conversation
Any and All
14.
15. TIPPING POINT – PATIENTS
15
% of online users use social media to
research health topics (eMarketer)
55
% look up reviews of providers,
treatments, products prior to making a
decision (Pew Internet)
% of online users say social media would
affect decisions on taking medications
(eMarketer)
34
42
16. TIPPING POINT – HCPS
16
% of health care professionals use
social media in their practice of
medicine (DRG)
80
% of doctors say they use physician only
networks such as Sermo and Doximity
(DRG)
% of doctors say social media improves quality
of care delivered to patients (Demi & Cooper
Advertising and DC Interactive Group)
60
56
17. TIPPING POINT - MARKETERS
17
45% of US
Healthcare
Marketers use
Social Media
channel to
market to
Consumers
18. TIPPING POING - MARKETERS
18
52% of US
Healthcare
Marketers use
Social Media to
market to Health
Care Professionals
21. WHAT GOOD LOOKS LIKE IN PHARMA
21
suc·cess /səkˈses/
when an experience is authentic, meets
needs, exceeds expectations and
provides value for your patient…
…because before your brand can
accomplish its business goals, your
patients need to accomplish theirs
40. PREDICTIONS
40
Instagram popularity will continue its
meteoric rise
Messaging apps will be the new norm
Augmented reality will finally come to
fruition – sort of
Influencer marketing will continue to
struggle
AI will continue to enable paid social media
campaign management and optimization
41. PARTING THOUGHT
41
Social media is hard
Social media in pharma is even harder
It makes us uncomfortable
We need to get comfortable with being
uncomfortable…
42. 42
A brand is no longer what
we tell the consumer it is –it
is what consumers tell each
other it is.
Scott Cook
co-founder of Intuit
Social Media as a Disruptive Force in Engagement: Where Do We Go from Here? Social media has transformed how we engage with one another. It is one of the most disruptive forces to happen to marketing in decades. It has completely changed how patients and healthcare professionals gather information and connect with others. We will explore the similarities and differences in how these two groups engage with social media and the ultimate impact to pharmaceutical marketing. Additionally, we will review real-world examples and discuss best practices for implementing social media programs.
Social Media as a Disruptive Force in Engagement: Where Do We Go from Here? Social media has transformed how we engage with one another. It is one of the most disruptive forces to happen to marketing in decades. It has completely changed how patients and healthcare professionals gather information and connect with others. We will explore the similarities and differences in how these two groups engage with social media and the ultimate impact to pharmaceutical marketing. Additionally, we will review real-world examples and discuss best practices for implementing social media programs.
Paid
Scalable, reliable, fast to market
Expensive, fleeting, low trust
Owned
Aggregate audience that seeks you out and distribute content
Create an asset
Takes time to build audience, need to support with other channels
Earned
Provide assets (press release) and others do with it what they will / co-develop copy
Trustworthy, authoritative, cost effective, help with SEO
Unreliable, expense, hard to scale
IMS Institute for Healthcare found 20% of people with an internet connection signed up for a healthcare forum or online community
DRG Cybercitizen Health® found among those following health and wellness influencers on social media, 31% trust health influencers for their condition as much as they trust their own doctor
When done well, influencer programs can capitalize on the expertise and relationships of others; engage otherwise difficult to reach patients, caregivers and providers; foster trust via credible information, etc.
Shared
Organic, shared by others on your behalf
High trust, low cost
Unreliable, hard to predict and hard to scale
Patient communities like WeGo Health, Patients Like Me
Last bullet credited to Kristina Halvorson
Gilead Sciences Healthysexual Truvada campaign
Only therapy approved by the FDA to prevent HIV
Snapchat, YouTube, Tumblr to reach specific target audience
OVERVIEW
A disease awareness educational multichannel platform that uses social media to spread awareness of the many symptoms of MDD. And is a place for MDD patients and supporters to learn about depression, get inspired, and encourage dialogue with their HCPs. Lighter Blue remains the largest unbranded pharma Facebook community with 1,143,910 followers
GOALS
Educate about the multiple symptoms of Major Depressive Disorder (MDD)
Help people with depression and their loved ones recognize how these symptoms affect them
Empower individuals and loved ones to talk to their healthcare professional if they have MDD symptoms
Motivate interested individuals to demonstrate their support and share content with their friends
INSIGHTS
Patients aren’t looking to be reminded of their depression, but are looking for humor, levity, and cheer
Patients experience many MDD symptoms, not just feeling sad
Certain types of symptoms are less commonly associated with MDD; many patients don’t recognize the link
Social networks like Facebook over-index for people with depression, and have the potential to reach a majority of them in the United
Verlander
.
Based on listening/insights
Short and shareable
Engaging, relevant
Optimized – near real time
Social media is so much more than social networks. Beyond the big channels we know, there is a HUGE social world, and multiple ways to engage influencers and share content: