"Time to Get Social" BIOCOM CRO Workshop

Branding / Marketing and Advertising / Interactive / Investor Communications
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BIOCOM CRO
“Time to Get Social”
May 28, 2014
#GetSocial
#BIOCOMCRO

AGENDA
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 What is Social Media? What is Social Media
NOT?
 How is It Being Used Most Effectively? (Best
Practices)
 How is It Being Used in Biopharma and by
CROs?
 How Do You Start?
 How Can You Evolve Your Plan and Profile
(Audit)?
 How is Social Media Used to Recruit Patients?

“Social”
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 Participatory, active, inviting
 Incessantly incremental
 Ongoing

“Media”
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 Cross-digital (desktop, tablet, mobile) platforms
that empower and enable social media to occur.
 Participants drawn together by:
 Interest
 Information
 Industry
 Different platforms satisfying different needs at
different times.

Different platform. Different needs.
5

“Traditional” Social Media
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Founded: 2004 Founded: 2006 Founded: 2003
Founded: 2004 Founded:
2004

“Visual” Wave of Social Media
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Founded: 2009 Founded:
2013

Emerging Social Media: “New Blood”
8
Founded: 2011
Founded: 2013
Founded: 2012

Beyond the Platforms, What are the Top
Tactics?9
 Blogs
 Microblogging (e.g., Twitter)
 “Social” PR (court bloggers, prolific posters)
 Blog/Posts Commenting
 Online Video (e.g. YouTube, Vine, Instagram)
 Photo Sharing (e.g. Flickr, Fotki)
 Podcasting
 Presentation Sharing (e.g. SlideShare)

Social Media Platform Tools (no 24/7
worries)10

Why Social Media Matters
11

Why Social Media Matters?
12

How is Social Media Changing and
Evolving?13
 Platforms are continuing to “borrow” from each other’s
best ideas and practices; e.g. Facebook posts using
hashtags; Twitter profiles transitioning to Facebook-like
design.

Evolving?14
 Social media is becoming increasingly visual-based (as
opposed to just text, i.e. Posts, Tweets, etc.)

Evolving?15
 Mobile is becoming the first screen – and increasingly the
first choice for social media usage. Closer look at
Facebook . . .

Social Media Best Practices
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 Have a plan and work it.
 Pick your networks (selectively). More is not necessarily
better.
 Remain true to your company, your brand and yourself.
 Provide good, shareable content. Give value.
 Update regularly and consistently.
 Seek the positive, but learn from the negative.
 Invite interaction and feedback. (“Like,” “Follow”,
“Share.”)

SM Best Practices at Work: Starbucks
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SM Best Practices at Work: IBM
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SM Best Practices at Work: Zappos
“Tweetwall”19

SM Best Practices at Work: Ford/Scott
Monty20

When Social Media Goes WRONG!
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22

23

How is SM Being Used by Biopharma and .
. .24

. . . CROs in Our Backyard
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How Do You Start?
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 Determine your SM “pitch” (<140 characters).
 Decide on objective of the program.
 Awareness? Audience builder? Expertise
positioning?
 Come to terms on how you’re perceived.
 Unknown? Not valued? Or loyal advocates?
 Recognize how your audience uses social
media.
 Get breaking news? Get educated? Share data?

How Do You Start?
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 Reach consensus on how your SM program
defines you.
 Determine how to be genuinely “social” =
human.
 Agree on metrics and measurements that matter

How to Evolve the Plan as the Company
Grows28
 Augment the “traditionals” (LI, TW, FB, YT) with
other networks that will amplify your reach.
 Get serious about Google+: Google Hangouts,
SEO
 Actively monitor, measure, modify.
 Move from casual chat to scheduled
engagement.
 Find the SM gap your company can fill.
 Establish, support and proliferate your expertise.
 Thought leadership blogs. Address
trends/developments.

The “Underappreciated” Network
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 Google+ provides an ideal venue for sharing
your company profile in a readily searchable
manner.
 Pushing nearly 400 million MAUs, Google+ is
vaulting Twitter to become the second most
used network.
 Google+ “Hangouts” is a video chat tools
enabling simple, easy Q&A’s, launches, virtual
conferences, webinars, etc. Allows up to nine
private chats at once.
 Since it is a primary Google product, it directly

Hangouts
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The Business Case for Blogging
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 434% increase in “indexed” search pages for
businesses with a blog = businesses with a blog
are found on 4X the number of search pages.
 Average % cost per lead of various marketing
strategies: Tradeshows: 47%, Direct Mail: 27%,
Telemarketing: 21%, SEO: 13%, Blogging: 9%.
 Average % lead acquisition by companies
through internet marketing channels are: 57%
Blog, 57% LinkedIn, 48% Facebook, 42%
Twitter (HubSpot).
 Blogs: #1 most trusted social media source.

The Business Case for Blogging
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What is the Ultimate ROI of a SM Program?
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 Customer retention. Strengthen relationships.
 Incremental increase in exposure = warm
leads.
 Unfiltered access to customers and prospects.
 Detect problems before they become
widespread.
 Positions you to be first to hear good news and
bad.
 Transforms business to be omnipresent and
ubiquitous.
 Enables you to create ambassadors, influencers

Measuring Social Media Engagement
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 DIRECT: Tweets, Retweets, Favorites, Follows,
Shares, Reshares, Comments, Likes
 INDIRECT: Purchase of services based upon a
SM referral OR taking action based upon a
referral

Social Media Analytics (Example: Twitter)
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How to Audit Your Current SM Profile?
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 Locate all your SM profiles; determine
inconsistencies.
 Universally update – job duties, certificates, new
skills.
 Examine profiles of competitors, influencers,
etc.
 Re-assess SM goals:
 Followers/fan growth?
 Referral traffic?
 Hard and soft leads?
 Content & “look & feel” audit. Introducing new

How is Social Media Used to Recruit
Patients?37
 Currently used in only 11% of trials (Tufts)
 Pressing concerns remain on:
 Violating patient privacy and confidentiality.
 Jeopardizing research integrity.
 Influencing patient’s “receptivity to participation.”
 More passive approach generally used; i.e.
placing banner ads on SM sites; limited direct
contact.
 Current trend is garnering input from
interested/informed SM communities on
planning, protocol.

SM and Patient Recruitment: Mayo Clinic
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 In 2011, the Mayo Clinic used SM to recruit
patients for a spontaneous coronary artery
dissection (SCAD) study.
 Mayo successfully recruited all 12 subjects for
the (SCAD) study within one week.

Factors Contributing to Mayo’s SCAD
Success39
1) Research focused on rare disease; motivated
patients seeking answers and support.
2) Concentrated, organized patient population.
3) Patient ownership of process.
4) Favorable demographics: SCADS inflicts
women 2-1; skews pre-menopausal women.
 Younger women among top users of online info
5) Mayo’s brand awareness and reputation.
Established SM infrastructure and adeptness.
6) Lack of geographic restraints.

Lessons Learned: Using SM to Recruit
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1) Not a replacement for current recruitment tools,
but as a means to augment them.
2) Look for incremental ways to introduce into
aspects of trials; e.g., feasibility, protocol design.
3) Chances for success increase dramatically
when recruiting for rare diseases w/ motivated
patients.
4) Greatest likelihood is to reach patients part of
disease-centric online community/advocacy
groups.
5) Place banner and PPC ads on sites.

Lessons Learned: Using SM to Recruit
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How to use SM for Social Media Press
Releases42
 Be sure contact info includes your SM links.
 Use links in every paragraph: SM = brief
 Leverage interactive: Instagram, Pinterest,
SlideShare
 Headline needs to be engaging, action-oriented.
 Accommodate bloggers as much as traditional

The 140-Character Release for Twitter
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The 90 Character + Image Release for
Facebook44

Image Release for Pinterest & Instagram
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7-15 Second Video Release for Vine
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Social Media: The Future
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1) Catering more to niche audiences.
2) Embracing mobile.
3) Intuitive, inviting design.
4) Solution based, not novelty.
5) Ensuring privacy.
6) Multi-layered, multi-media, multi-dimensional.

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Thank you!
Mentus Interactive
Facebook: MentusInteractive
Twitter: @MentusInc
LinkedIn: mentus

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