The potential of using social media to increase awareness of healthcare issues, find health related information - and products - has become the ‘hot’ subject in pharmaceutical communications; an increasing proliferation of ‘patient-to-physician’ and ‘physician-to-physician’ websites means that healthcare information is more widely available than ever before. How can pharma be engaging in this conversation...and with whom? Originally presented at the Social Media in Pharma workshop in London, this presentation takes a look back at where the industry has been, where many industry players are, and what's on the horizon for digital health.

1. 23 January 2012
Social Media
Our Past, Present, and the Future of Digital Health Online

2. What we’ll discuss today
WORKSHOP AGENDA
Digital landscape analysis
Social Media evolution: a timeline
The digital engagement imperative
Stop me if you‟ve heard this before (how to engage online)
A word from Your Consumer
A word from the Media
A Strategic Way Forward
Mobilize Influencers
Case Studies
Brainstorm
Close 2

3. Digital landscape analysis

4. Internet users in the world
Oceania / Australia, 1%
Middle East, 3.30%
Africa, 5.70%
Lat Am /
Caribb, 10.30%
Asia, 44%
North America, 13%
Source: Internet
World Stats:
www.internetworldst
ats.com/stats.htm;
March 31, 2011
Europe, 22.70%
4

5. Online sentiment – social networking
5

6. Engagement has always been
social, but the channels
have evolved…
6

7. Global social network penetration
BASED ON PERCENTAGE OF THE POPULATION
Higher use Above average Below average Lower use
(< 70%) (52% - 70%) (40% - 52%) (>40%)
• Philippines • Malaysia • Canada • Germany
• Indonesia • Brazil • China • South Korea
• Russia • Australia • Japan
• India • UK
• Singapore • Netherlands
• Poland • Italy
• Mexico • Spain
• Hong Kong • France
• USA
Source: globalwebindex
52% www.globalwebindex.net;
Designed by:
average rikard.andresen@gmail.com
7

8. Global snapshot of social networking 2011 (Legend)
Behavior types
active social networkers (millions)
messengers and mailers
content sharers
joiners and creators of groups
Source: globalwebindex; www.globalwebindex.net;
Designed by: rikard.andresen@gmail.com
8

9. Global map of social networking
Netherlands: 6.30 m
45% 42% 18%
Russia: 26.06 m
Poland: 12.03 m 56% 62% 46%
Canada: 11.72 m UK: 19.27 m
48% 46% 26%
54% 43% 26% 44% 40% 28%
China: 155.29m
Germany: 18.81 m 47% 53% 34%
France: 15.92 m 47% 46% 26%
USA: 114.55m 57% 45% 28% Japan: 13.66 m
51% 51% 20% 16% 16% 8%
Italy: 12.66 m
Spain: 10.10 m 38% 49% 36% India: 26.06 m
50% 64% 49% South Korea: 10.93m
47% 45% 36%
23% 33% 11%
Hong Kong: 2.56 m
Mexico: 12.80 m 39% 56% 33%
52% 63% 37% Malaysia: 11.50 m
Singapore: 1.96 m
54% 63% 41%
48% 57% 32%
Indonesia: 18.93 m Philippines: 14.43 m
Brazil: 33.49 m 57% 66% 52% 60% 73% 46%
54% 51% 34%
Australia: 7.05 m
50% 48% 27%
Behavior types
active social networkers (mil)
messengers and mailers
9
content sharers Source: globalwebindex www.globalwebindex.net; Designed by:
joiners and creators of groups rikard.andresen@gmail.com

10. A Look Back
social media (in health) evolution
10

11. In the Beginning…
1971 – The first email is sent (between
two computers sitting on the same desk).
1979 – Usernets and BBS (Bulletin Board
Systems) came online allowing users to
exchange data over phone lines.
1980 – Compuserve and Prodigy hit the
scene with the first commercial offering of
news, weather, shopping, games, and
more.
1991 – America Online launches AOL for
DOS and quickly rises to one of the most
popular online destinations with over 30
million members in its prime. Millions of
people used AOL as their first gateway to
the World Wide Web.
Source: Tiedje, Chris; SUN
SENTINAL, Social Media
Timeline, August 2011
http://articles.sun-sentinel.com/2011-08-
Illustration: Mark Witton 31/sports/fl-social-media-timeline-0901- 11
20110830_1_users-google-aol-instant-
messenger

12. Social Media Timeline 2011 – Google introduces
Google+ after two previous
ONLINE ENGAGEMENT THRIVES (1995 – 2012) failed attempts to break
into the social space (Wave
2004 – Facebook launches
and Buzz).
originally as a way for college
1995 – TheGlobe.com gave students to connect. The year also
users the freedom to post their saw the birth of Digg and Flickr.
own content and interact with
other users.
2002 – Friendster.com
1995 – Classmates.com launches and quickly
is born allowing users to grows to 3 million users
find and connect with 2006 – Twitter launches and
in 3 months. squeezes our communication
former acquaintances
from school life. into 140 character "tweets".
1997 – 2005 – YouTube launches and
1994 – Geocities launches SixDegrees.com gives anyone with a video
as a community where launches allowing camera the chance to become
users create their own users to create profiles an internet sensation.
websites categorized by and list friends. 2003 – MySpace.com is
one of six "cities". frantically coded in 10 days to try 2008 – Facebook overtakes
and mimic the rapid growth of MySpace as the most popular
Friendster. Grows to the most social networking site.
1997 – ICQ (Internet Relay
Chat) is purchased by America popular social networking site in
Online and AOL Instant Msngr 2006 with 100 million users.
12
launches, and a new language LinkedIn and Photobucket also
is born. OMG, LOL, BRB. join the game. Source: Tiedje, Chris; SUN SENTINAL, Social Media Timeline, August

13. 2011– Every “top
10” pharma using
Social Media Timeline 2009– 14 Manufacturer’s
fined by FDA for lack of Twitter
ONLINE ENGAGEMENT THRIVES (1995 – 2012) obvious statements of risk2011 – Google introduces
in Web advertisements Google+ after twobreak into
failed attempts to
previous
the social space (Wave and
2004 – Facebook launches Buzz).
originally as a way for college
1995 – TheGlobe.com gave
users the freedom to post their
students to connect. The year also 2008 – Novartis 2010– Bayer fined
saw the birth of Digg and Flickr.
own content and interact with only “top 10” pharma by FDA for
other users.
to use Twitter sponsored links on
2002 – Friendster.com
1995 – Classmates.com launches and quickly search engines for
is born allowing users to grows to 3 million users Yaz, Levitra and
find and connect with in 3 months. 2006 – Twitter launches and
former acquaintances squeezes our communication Merina
from school life. into 140 character "tweets".
1997 – 2005 – YouTube launches and
1994 – Geocities launches SixDegrees.com gives anyone with a video camera July 2010– Novartis
as a community where launches allowing the chance to become an internet fined by FDA over
users create their own users to create profiles sensation. “share” functionality on
websites categorized by and list friends.
one of six "cities". 2003 – MySpace.com is Tasigna FB page
frantically coded in 10 days to try 2008 – Facebook overtakes
and mimic the rapid growth of MySpace as the most popular Oct 2010 – Janssen UK
Friendster. Grows to the most social networking site. launches Psoriasis360 on FB
1997 – ICQ (Internet Relay Chat)
popular social networking site in
is purchased by America Online
2006 with 100 million users.
– first official pharma page to
and AOL Instant Msngr allow comments without pre
LinkedIn and Photobucket also
launches, and a new language is
born. OMG, LOL, BRB.
join the game.
Sept. 2008 – Shire screening
Pharmaceuticals fined
by FDA over YouTube
13
prormo of Adderall XR
Source: Tiedje, Chris; SUN SENTINAL, Social Media Timeline, August

14. Now, About Those Regulations…
• 2009: FDA holds public hearing on promotion of drugs via the internet (aka the “Social
Media” Hearings); promises guidance in months
• June 2010: FDA plans to issue “multiple guidances” on Internet promotion
• December 2010: FDA announces delay in publishing guidance(s)
• April 2011: U.K.‟s Prescription Medicines Code of Practice Authority (PMCPA)
published guidelines based on interpretation of the Association of the British
Pharmaceutical Industry (ABPI) Code of Practice
• Re: promoting Rx drugs via Twitter, pharma companies must ensure that tweets
are restricted to physicians only, the drug be prescription only and any links are in
compliance with the APBI Code
• June 2011: FDA removes issues Internet guidance from the 2011 Guidance Agenda
• December 2012: FDA issues draft guidance on responding to unsolicited requests for
off-label information, which included guidance on how to respond to requests made
online
14

15. Stop Me if You’ve Heard this Before…
15

16. Listen to your audience first, refine and never stop
• Sentiment
Listen • Topics of interest
• Complaints, compliments, q
uestions
• Refine •Needs
• Launch •Motivations
Improve Assess
• Measure •Goals
•Objectives
• Influence
•One to one
• Participation
Measure Engage
•One to many
• Effectiveness
•Many to many
• ROI
16 16

17. Building relationships with stakeholders
Building • Collaborate with other organizations
relationships with that share similar goals
stakeholders
• Be prepared to invest time, effort and
Mutual benefits
resources needed to establish and
Patient focus
Compliance
maintain relationship
Respect
• Keep in regular communication
• Share resources and best practices
where applicable
• Maximize each party‟s strengths and
be sensitive to limitations
17

18. Constructing the roadmap: from crawling to flying
SOCIAL MEDIA IS NOT A CAMPAIGN, IT’S A COMMITMENT
CRAWL WALK RUN FLY
Understand Slowly establish a Build trusted Engage with the
community digital presence relationships; community
insights make friends
18

19. Crawl phase
UNDERSTAND COMMUNITY INSIGHTS
 Research online communities
 Monitor the existing discussions
 Begin content development for your
properties
 Be clear on your target audience and
desired outcomes
 Define your strategy
19

20. Walk phase
SLOWLY ESTABLISH A DIGITAL PRESENCE
 Focus on properties you control
• Ensure you have the proper internal
channels in place
• Define messaging by social media
platform and audience
• Publish a consistent point of view
across all of your online properties
 Identify the key online influencers for
your specific issue
20

21. Run phase
BUILD TRUSTED RELATIONSHIPS; MAKE FRIENDS
 Begin to engage key online influencers
• Comment on their platforms
• Reference their ideas in your content
• Link to their materials
 Form partnerships with influencers
 Integrate social media into other advocacy
channels
 Evaluate your impact through specific
online metrics/modify campaign
21

22. Fly phase
ENGAGE WITH THE COMMUNITY
 Lead the discussion
 Develop integrated online programming to
reinforce your messages
 Provide channels for supporters to become
active advocates for the cause
 Create two-way communication platforms
with influencers and followers
 Establish opportunities to provide real-time
feedback to followers
22

23. Engagement replacing CRM
• Customer relationship marketing relies on the ability of a marketer to “push” the
consumer through the marketing funnel
• Push through the funnel traditionally achieved through Customer Relationship
Marketing (CRM)
• Social media adds a layer of complexity to the funnel – disabling if not breaking the
system
• Engagement proposed as the new metric, and approach, for marketers
• Involvement
• Interaction
• Intimacy
• Influence
Source: Forrester Research, Inc.

24. Traditional Marketing Funnel is Broken
FAILS TO ALLOW FOR COMPLEXITY OF CURRENT PURCHASING PATHS
Source: Forrester Research, Inc. 24

25. The “New” Funnel is Complex
MULTIPLE INFLUENCES INTERSECT IN THE CENTER OF THE FUNNEL
Value comes not just from transactions but also from actions people take to influence others, both online and offline
Source: Forrester Research, Inc. 25

26. A New Approach Demands New Metrics
Source: Forrester Research, Inc. 26

27. Engagement Objectives
• Create awareness
• Drive transactions
• Build brand preference
• Your objective is to increase loyalty
Source: Forrester Research, Inc. 27

28. This All Sounds Great
Will it work in Healthcare and Pharma?
28

29. Now, About Those Regulations… Those who
• say “No”
2009: FDA holds public hearing on promotion of drugs via the internet (aka
the “Social Media” Hearings); promises guidance in months
point to
• June 2010: FDA plans to issue “multiple guidances” on Internet promotion
this
• December 2010: FDA announces delay in publishing guidance(s)
However, la
• April 2011: U.K.‟s Prescription Medicines Code of Practice
ck of Authority (PMCPA) published guidelines based on interpretation of the
regulations of the British Pharmaceutical Industry (ABPI) Code of Practice
Association
• Re: promoting Rx drugs via Twitter, pharma companies must ensure
not enough that tweets are restricted to physicians only, the drug be prescription
reason to and any links are in compliance with the APBI Code
only
“opt• out”. FDA removes issues Internet guidance from the 2011 Guidance
June 2011:
Agenda
Solutions
• December 2012: FDA issues draft guidance on responding to unsolicited
exist. requests for off-label information, which included guidance on how to
respond to requests made online
29

30. And Now a Word from…Preeti Pinto, Regulatory Affairs
PREETI PINTO
Preeti joins us today via Skype to discuss the
implications of the current lack of formal
regulatory guidance – and the creative solutions
we can reach if we work with our country‟s
regulatory officials to present possible solutions in
keeping with current regulations and guidelines.
Preeti Pinto is a regulatory and compliance expert
with over 20 years experience in the
pharmaceutical and healthcare industries, with a
strong working relationship with FDA and the
Division of Drug Marketing, Advertising, and
Communications (DDMAC). Her experience
extends to both drug development and marketing
of Rx products.
http://preetipinto.com/
30

31. Now a Word from Your Consumer
31

32. How do Consumers Use the Internet for Health?
Data from two 2011 global healthcare studies:
• Deloitte Center for Health Solutions
• Surveyed 15,735 adults in 12 countries to gauge opinions and expectations about
their health care systems
• Edelman 2011 Health Barometer
• Surveyed 15,165 adults in 12 countries to gauge opinions on health attitudes and
trends
32

33. Interest in Using Medical Devices
33
Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report

34. Trusted Sources of Medical Information
EFFECTIVE, SAFE TREATMENTS
In 2011, globally, HCPs spent 8 hours/week online for professional use
34
Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report

35. Credibility Leads to Influence
EXPERTISE, EXPERIENCE AND AUTHENTICITY ARE REQUIRED
35
2011 Edelman Health Barometer http://healthbarometer.edelman.com/2011/10/health-barometer-2011-global-findings/

36. Commercial Interest Not a Detractor
GLOBAL APPRECIATION FOR PHARMA INDUSTRY EXPERTISE
36
2011 Edelman Health Barometer http://healthbarometer.edelman.com/2011/10/health-barometer-2011-global-findings/

37. Health Care-Related Technology Use
37
Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report

38. Health Care-Related Technology Use
38
Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report

39. Health Engagement a Consumer Economic Driver
DRIVES PURCHASES, RECOMMENDATIONS AND INVESTMENT
39
2011 Edelman Health Barometer http://healthbarometer.edelman.com/2011/10/health-barometer-2011-global-findings/

40. A Word from the Media
40

41. The Current State of Media
• 2008 the media was declared dead by many
• In the span of three years:
• The Guardian and Washington Post create news experiences inside of FB and
syndicate complete stories here
• Network TV employs “second screen” experiences
- users can simultaneously „join in the conversation‟ on Twitter
• “Tablet only” publications are launched – e.g. The Daily, Project
• Agencies and online publications hire news heavyweights
- Facebook hired wunderkind reporter Vadim Lavrusik to help journalists use the
platform to engage their audiences
- Tumblr earlier had hired Mark Coatney from Newsweek for the same purpose.
- BBCs Richard Sambrook joined Edelman as Chief Content Officer
41
Steve Rubel, The Clip Report January 2012 http://dl.dropbox.com/u/30447076/The%20Clip%20Report%20Vol1.pdf

42. Where Reporters are Online
WHICH SOCIAL MEDIA PROFILES DO YOU MAINTAIN FOR BLOGGING OR JOURNALISTIC USE
42
The 2011 Cision-Newhouse School Digital Influencers Survey

43. Why Reporters Go Online
HOW OFTEN DO YOU USE SOCIAL MEDIA FOR THESE PURPOSES?
43
The 2011 Cision-Newhouse School Digital Influencers Survey

44. Perception of Social Media Content
HOW MUCH DO YOU AGREE WITH THESE STATEMENTS ABOUT SOCIAL MEDIA CONTENT?
44
The 2011 Cision-Newhouse School Digital Influencers Survey

45. Credibility of Social Media Content
OVERALL OPINION OF THE CREDIBILITY OF SOCIAL MEDIA IN GATHERING NEWS/INFORMATION
45
The 2011 Cision-Newhouse School Digital Influencers Survey

46. A Strategy to Move Forward
(and who’s already there)
46

47. Point of View on Public Engagement
Open
Honest Consumers/Customers
Credible Pundits/Thought Leaders
Meaningful Employees
A Brand‟s or Company‟s AUTHENTIC PARTICIPATION in the PUBLIC DIALOGUE
Listening Online
Informing Offline
Connecting News
Acting Media
47

48. Transmedia Storytelling
SOCIAL MEDIA IS PART OF A LARGER ECOSYSTEM OF COMMUNICATION/ENGAGEMENT
Traditional Hybrid
Search Relevant
Visibility Content
Owned Social
48

49. Social Business Planning
A SIMPLE FRAMEWORK FOR BUSINESSES TO GET A HOLD ON SOCIAL MEDIA
METRICS
Key Performance
Indicators
Standard
Methodologies
GOVERNANCE ENVIRONMENT
Policy & Guidelines PEOPLE Audience
Governance & Control PROCESS PLATFORMS
Engagement
Culture & Leadership Risk
STRATEGY
Vision
Business Objectives
Roadmap
49

50. Growing Your Social Media Culture
• Digital and Social Media Guidelines/Policies
• It is important to develop clear guidelines for corporate/commercial social media programs in
order to define the “rules of engagement”
• Consider the following categories when developing social media guidelines/ policy:
INTERNAL EXTERNAL
Internal Corporate External Commercial
CORPORATE
Communications Engagement
Internal Enterprise External Employee
EMPLOYEE
Collaboration Engagement
• Process and Workflows for Social Media Platforms
• As a part of the policy/guideline development process, it is also important to establish
process and workflow for engaging in social media, in order to define
responsibilities, facilitate response timing, and determine success
• Aligned Digital Strategy
• A digital/social media strategy should not exist as a “silo”− it needs to be aligned with the
overall mission and objectives (e.g. marketing, communications, corporate strategy and
goals) 50

51. Varying Levels of Social Media Engagement
HOW YOU ENGAGE DEPENDS ON YOUR ORGANIZATIONS LEVEL OF TOLERANCE FOR RISK
Open
• Online Video (w/ comments) • Innovation challenges
• Micro-Blogs • “Blogger” Summits
• Corporate Blogs (with moderated • Patient Ambassador Program
comments)
Open Open • Tweetchats
• Media interviews Communication Collaboration • Partnerships with 3rd party
• Influencer Roundtables communities
Communication Collaboration
• Podcasts • Video Contests
• Online Video (no comments) • Social Networks
• SEO/SEM • Proactive Twitter Outreach
• White Papers
Controlled Controlled • Research communities
• Speeches Communication Collaboration • Sponsored Third Party
• Press Releases Content/Communities
• Townhalls (invite only)
Controlled
51

52. Varying Levels of Social Media Engagement: Examples
PHARMA HAS FOUND WAYS TO PARTICIPATE BEYOND THE LOWER LEFT QUADRANT
Open
• JNJ, Boehringer Ingelheim: YouTube • Roche: Blogger Summits
channel (w/ comments) • Sanofi Aventis:
• JNJ, GSK, AZ: Corporate Blogs DataDesignDiabetes Innovation
• Pfizer, Boehringer Ingelheim, Janssen Open Open Challenge
UK: Facebook pages (w/ comments) Communication Collaboration • AZ: #RxSave Tweetchat
• Sanofi Aventis: WhyInsulin YouTube • Novartis: CML Earth Community
Channel (w/ comments) • Biomarin: PKU.com Community
• AZ, JNJ, Roche, GSK: Twitter feeds • UCB: PatientsLikeMe collaboration
Communication Collaboration
• Novartis: CFvoice Podcast Series • Lilly: Oncology on Canvas
• Janssen-Cilag: Living with ADHD • Pfizer: Think Science Now Blog
YouTube Series • AZ: @AZhelps customer service
• Vertex: Hep C Made Simple YouTube Controlled Controlled Twitter feed
Channel Communication Collaboration • Novartis: FluFlix and CFvoice
• Vertex: Better To Know C Slideshare “Surfing” Contests
Channel • Sermo, Medscape Physician
• AZ: Social Media in the Pharma Connect, etc.
Industry Whitepaper
Controlled
52

53. Mobilize Influencers
53

54. Using social media to make a difference
MOBILIZE INFLUENCERS TO CREATE A MOVEMENT
Once you‟ve created a social media
presence, how do you mobilize your
fans/members to actually “do”
something?
Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 54

55. 1. Share your story
• Having a compelling narrative has
always been a good way to engender
support for the cause
• Twitter and Facebook change how this
is done, not the need to do it
• Empathy is the building block of a
movement
Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 55

56. 2. Build relationships
• Advocacy is about building
relationships
• Build the community before you
mobilize for them – without the
relationship you can‟t expect action
Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 56

57. 3. Be personable
4. Meet people where they are
• Understand your audience and use
the right vehicle to reach them
• Some people aren‟t drawn to the
internet on a regular basis –
traditional engagement (offline) still
has a role to play
Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 57

58. 5. Treat social media like a tool
• Social media is ONE tool in the
toolbox
• Technology can‟t replace traditional
tactics – it can enhance them and
broadcast reach
• Use the tool when it‟s best fit –
e.g., times of crisis
Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 58

59. 6. Do not chase the numbers
7. Reward people who help
• Not every cause requires 1,000,000
followers
• Focus instead on a dedicated group to
share your message with others;
numbers follow relationships
• Assign easy to accomplish tasks
• Reward people publically
Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 59

60. Public Engagement
PATIENTS
• e-Patients are equipped,
enabled, empowered, and
engaged in their care
• They form empowered care j
partnerships with enlightened
clinicians, sharing the load as
well as the steering wheel
• They connect with each other,
sharing knowledge and
experiences in ways that were http://epatientdave.com/bootcamp/
never before possible
60

61. MEDICAL EDUCATION SITE &
PHYSICIAN ENGAGEMENT
We‟ve developed and executed multi-channel / audience online campaigns for
Novartis, including the ACLASTA brand team. The programme included a
branded web portal for physician engagement complimented by a disease
awareness's consumer focused campaign called Timeless Women.
Over the course of the physician programme, we worked in partnership to
develop an iPhone app which validates HCPs before granting further access to
a handy smart phone diagnosis and medication calculation tool.
To enhance point of care interaction between physicians and patients, a
„straight talking‟ animation (contained within a patient information pack) was
also developed ensuring that new ACLASTA patients felt fully informed about
their condition whilst adhering to their prescribed treatment of once yearly
ACLASTA infusion.

62. Gamification of Health
• Gamification typically involves
applying game design thinking to non-
game applications to make them more
fun and engaging.
• Gamification has been called one of
the most important trends in
technology by several industry
experts.
Fabio Gratton
• Gamification can potentially be applied Chief Innovation Officer, Ignite Health
to any industry and almost anything to Watch Fabio‟s “Pecha Kucha” on Gamification
create fun and engaging
experiences, converting users into
http://www.youtube.com/watch?v=HZ9ZongmNvk
players.
Source: http://gamification.org/wiki/Gamification
62

63. What’s Coming in 2012 and Beyond
• Artificial Intelligence – you can
find it in the cloud
• Big Data – from genetic
sequencing to EHRs
• 3-D Printing
• Social Health Network
• Patients like me
• Cure Together
• Communication with Doctors
• Mobile
http://techcrunch.com/2012/01/01/healthtech-2012/
Constine, Josh TechCrunch; 1 January 2012
63

64. Digital Case studies

65. PUMA LOVES FOOTBALL
SITUATION
Edelman Digital was tasked to manage an existing PUMA Football community
utilizing Facebook, Twitter and the PUMA website blog to tie in with the World
Cup. Prior to Edelman assuming management, there very low levels of
engagement / conversation with only 15,000 Facebook fans
PROCESS
• Daily posts to the PUMA Football wall showed the community that PUMA
weren’t just interesting in ‘pushing products’, but also they were a voice for
football news in general
• We dedicated a community managed to Twitter and the PUMA Football
blog, as well as Facebook. This lead to increased activity on all three channels
and helped establish PUMA Football as a brand with a real interest in social
media.
• In addition to community management, Edelman Digital built Facebook
applications, such as King Of, that asked the public to generate profile
pictures in the style of the new PUMA creative.
RESULTS
• In 8 months the page now has in excess of 100,000 fans. This community was
grown totally organically with no media spend.
• Together with PUMA we have developed a stream of unique, engaging
content that the community likes to be involved with including bespoke ‘tab’
content and experiential activities
• The Facebook channel receives over 70,000 visits per month (equal to that of
PUMAFootball.com)

66. 7up: BRING THEM BACK FOR CRAIC
STRATEGY
Building on the insights that the Irish Diaspora is widespread and influential, and
that recent economic challenges have driven more Irish young people to move
overseas than ever before, we created a competition whereby 7 Up would bring
together a dispersed group of seven friends from home and abroad for a
massive St. Patrick’s Day party in Dublin.
EXECUTION
• Created a customised microsite to serve as the hub for the campaign
• Launched a new Irish 7 Up Facebook page and Twitter feed to act initially as
campaign elements. Later transitioned these to being of general brand value.
• Engaged key online influencers in Ireland and Irish influencers beyond Ireland
to drive conversation about the competition.
• 7 finalist teams were selected, and invited to set up their own campaigns
using the microsite and social tools.
• Developed targeted online advertising strategy to drive awareness and buzz.
RESULTS
• Delivered record social media brand impact for Ireland, and in just a two
month campaign.
• More than 27,000 votes cast by users.
• Over 52,000 unique visitors to the microsite.
• A campaign so strong and dramatic, that 7 Up wound up selecting two
winning groups.
• Improved this year, the second annual event recently wrapped up.

67. JOHNNIE WALKER: WALK WITH GIANTS
(LOCAL EXECUTION)
STRATEGY
• Illustrate Johnnie Walker’s commitment to celebrate personal progress by
showing how a selection of ‘Giants’ have progressed on their own ‘Walks’.
• Localise the global approach for Belgium while making it relevant and
inspiring to the consumer
• Position Marc Herremans as the Belgian Giant and source of inspiration for
Belgian me.
EXECUTION
• Develop and produce a film and short trailer presenting Mark’s inspiring story.
• Connect with men – 18-35 years old - through social networks and blogs but
especially by seeding the trailer and short movie of the local Giant
• Utilise the movie as a hook to garner media interest and involvement
• Create a widget for consumer to download and interact with
• Large-scale event celebrating Marc Herremans and all other ‘Giants’ of the
community
RESULTS
• Distributed in Belgium only view Facebook, blogger outreach and video sites
• 180K video views (20% over target)
• 15M consumers reached (circulation/readership)
• PR launch event in Belgium, introducing Marc and his story, engaging media
and consumers to participate in his story and take the journey with him.
Watch the film here: http://on.fb.me/fnhYbj

68. LOTTOMATICA: 10 E LOTTO
OBJECTIVE
• Turn Lottomatica’s (Italy’s leading lottery) sponsorship of Roma Film Festival
into online and offline media visibility opportunity for the brand 10eLOTTO.
• Communicate 10eLOTTO brand values to the public
PROCESS
• Rely on a multimedia approach bridging online and offline media, and
strengthen partnership with Rome Film Festival.
• Created a 10eLOTTO award to be voted online and announced offline to
generate media coverage both online and offline.
• Build a website providing users with the opportunity to vote for the best
Italian actor, among a shortlist of 10 chosen by Ciak and 10&Lotto.
• Create a Facebook page - linked to the website - collecting comments and
photos to generate online conversation and participation.
• Place banners on Gioco del Lotto and Rome Film Festival web sites
• Create an editorial partnership with CiaK, the top Italian magazine about
Cinema.
RESULTS
• Collected 7,498 votes in a month
• Registered 1,232 fans in a month (an average of 308 fans per week, about 36
per day)
• FB fan page reached more than 160,000 users in a 4 week period
• Facebook advertising campaign reached 9,812,716 people and generated
2,624 clicks.

69. But We Can’t do THAT in PHARMA!!!
CAN WE?
69

70. BIOGEN-IDEC: SUPPORTING MS PATIENTS
Situtation and challenge? Multiple sclerosis (MS) is a neurological condition which affects around
100,000 people in the UK; it‟s a complex area and has many symptoms but patients may not
experience them all and certainly not at the same time - MS is different for everyone. Biogen Idec
has a heritage in treatments for the disease but the market place is crowded and online resources
equally vast amongst an active online patient demographic (most people diagnosed between the
ages of 20-40).
Strategic Approach and Tactics? Our client had a web presence established in the area but the old site
achieved little traffic and it‟s message(s) were convoluted due to trying speak to both HCPs and
patients. By targeting the campaign to one specific audience, patients and friends / relatives, we
were able to produce a more conducive narrative which addressed the needs of the site visitors.
Content was overhauled and re-written to be keyword rich for SEO ranking while the site design
delivers a more consumer look and feel, containing a features section to publish monthly content
updates on concentrating on the key premise of „living positively‟ using articles from
nutritionists, fitness experts and psychologists alike. Top leverage traffic the site aggregates content
from a separate Twitter handles also run by our client and provides regular updates aimed at driving
traffic back to site. Avonex patients, Biogen Idec‟s leading MS product, can access deeper value
from the site via a secure access area designed to offer support services as well as a concordance
programme by signing up to SMS alerts. In addition, an Avonex iPhone app will soon launch
containing a calendar functionality allowing patients to record appointments / delivery dates, detailed
frequently asked questions on self injection procedures and the ability to set injection reminders
whilst maintaining an injection map keeping track of injection site rotations to alleviate treatment
discomfort.
Outputs? The websites was recently launched and traffic data is still under review.
The
www.MSActiveSource.co.uk iPhone is currently under review by Apple pending publication to the App Store. Early
feedback from patient and nurse focus groups has been positive.

71. ONCOLOGY FRANCHISE: RARE CANCERS
LANDSCAPE ANALYSIS
Edelman Digital conducted an extensive landscape analysis, across English language
speaking markets, examining the online dialogue and behaviour patterns in relation to
rare cancers. We discovered a clearly defined online conversation about rare cancers
as a whole, being talked about online by a wide range of stakeholders. The
conversation is not confined to the scientific or HCP communities with NGO’s holding
significant influence.
By connecting with the specialist cancer
groups first, coalescing them into an
influential a bloc, which will then help to win
the support of the mainstream cancer
charities for a lobbying campaign. Once a
campaign is established, targeted activity in
non-cancer forums (e.g. influential, online
organisations such as Mumsnet) can help to
amplify the key messages

72. SCHERING-PLOUGH NASONEX®:
ONLINE GAME
Edelman developed an interactive health game to educate consumers on
product benefits and drive name brand recognition and requests. The game
serves as a platform for blogger and traditional media outreach, leveraging the
connection between allergies and global warming to appeal to the target‟s
affinity for environmental causes.
In the first six months, more than 5,500 unique visitors played “Don‟t Blow It”
more than 10,000 times and the game drove more than 4,000 new visitors to
the brand site.

73. ABOUT MEMORY PROBLEMS
Launched in March 2010, aboutmemoryproblems.com is a disease awareness
website built for the Pfizer Aricept team. The primary site audience is targeted
to Alzheimer's patients and their caregivers. As an entirely consumer facing
site, all copy is fully referenced for archiving but is posted on-screen without the
standard medical citations giving the site a more accessible feel to „consumers‟.
The site was supported by a full SEM campaign from launch whilst rich media
is embedded from StreamingWell.com (health video hosting site) to capture a
wider promotional reach. Designed specifically for multi language use, a Greek
version of the site was also launched with additional languages planned to give
the campaign a truly global reach.
From launch to 6 months the site captured over 48,000 visits, with more than
44,000 of those being unique visitors – make sure the right message met the
widest audience possible.

74. DOVE:
BRINGING GLOCAL TO LIFE
SITUATION
• Unilever’s Dove brand is one of the highest profile part of its product
portfolio.
• Edelman identified an opportunity for the brand to bring to life its core
mission and product value by engaging fans through Facebook.
EXECUTION
• The Platform Engine: Provided by the global team, it allowed creation of a
global page, a page for every market, and a Facebook tab for every product
area or campaign.
• The ‘Always On’ Stream: Provided by the global team, it’s a stream of basic
content that goes to all country pages (with the markets providing
translations), and drives global, masterbrand equity.
• The ‘Activiation’ Stream: Run by local market teams, with as much of little as
the team wants. Global team members oversea activity, provide advice and
training, as well as content ideas.
RESULTS
• Dramatically increased the number of customers engaged with the brand.
(Now more than 250,000, off a base of essentially zero)
• Successfully managed palm oil and other issues that NGOs have tried to use
to disrupt the page
The Top Five Brands on Facebook
“Many participants cited this brand as
one of the “shining stars” on both
Facebook and social media in
general.”

75. Interactive brainstorm
Funding for this project was made possible through a collaboration with Pfizer Inc.

76. Brainstorm Session
1. Share how you‟re currently using social media
2. Discuss where you could go online
• In what additional ways can your organization maximize social
media use?
• What tools does your organization need?
• How will you engage your desired audience?
» e.g. Facebook is best used to reach “X” audience, Twitter
for “Y” audience
• How can you capitalize on coming trends?
3. Report out
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77. Appendix
77

78. Your Workshop Leader
GIGI PETERKIN, VICE PRESIDENT DIGITAL HEALTH
EDELMAN, NY HEALTH
Gigi Peterkin has more than 15 years As Vice President of Digital Health at
combined PR, communications and Edelman, Gigi relies on her insider-
digital programming experience. A knowledge of the pharmaceutical
pharmaceutical industry veteran, she industry, as well as her expertise in
co-led the team that built and creating digital programs and
launched the AstraZeneca US knowledge of PR to counsel health
Corporate Facebook page and the AZ and consumer clients on building a
US Corporate blog, integrating these comprehensive digital program, and
new channels with existing digital integrating a complete media strategy.
assets to create a singular digital
program. This cohesive approach was A regular on the speaker circuit, 2011
recognized by Mark Senak at speaking engagements include the
www.eyeonfda.com as the only one of industry favorite ePharma Summit in
its kind within the pharmaceutical NYC and SXSW, where she
industry. moderated the Edelman panel Health:
Is There Really an App for That? Gigi
Prior to her time at AstraZeneca, Gigi lives in Philadelphia, Pa with her two
spent several years as a kids and several Apple products.
communicator and graphic designer at
Centocor, Inc. (a subsidiary of You can talk with Gigi on Twitter
Johnson & Johnson), worked as a (@gigi_peterkin), read her guest blog
communications professional for posts at www.edelmandigital.com and
SmithKline Beecham (now GSK) and visit her blog www.aquickbyte.com for
ran a her own design and PR news and insights. 78
firm, serving many pharma and

79. Thank You
Copyright ©2011 Daniel J. Edelman, Inc. All rights reserved.
All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).