social media lunch june 2011
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www.medadagency.com
June 2011
Social Media for Healthcare:
“Be the Voice for Your Brand”
June 2011
www.medadagency.com
www.medadagency.com
June 2011
Traditional vs. Digital Marketing
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June 2011
Why is marketing hard?
Perceptions:• Too expensive• Not targeted enough• Difficult to measure• Budget expense • Not revenue generating
…you’ve been looking for a needle in a haystack
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June 2011
What if it was measurably easier?
• Patients stumble upon you while researching symptoms and conditions?
• Healthcare professionals make on-line referrals during appointments?
• Hospital customers obtain valuable content for their social media channels?
• Potential physician customers request training?
…instead, you find a haystack of needles!
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June 2011
Things have already changed
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June 2011
Got cancer…now what?
Source: http://content.nejm.org/cgi/content/extract/362/9/846
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June 2011
What does this mean for you?
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June 2011
Reality Bytes
• What’s the second word in the title of this presentation?
• There is nothing different about “what” to do or say, it’s the “how” and “where” that’s changed.
It’s important for you to be the voice of your brand
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June 2011
It’s Just A Media Channel
Next determine message tones and brand characteristics you want to highlight
Lastly, pull together assets that work for each channel and write authorization docs
Start by understanding audience needs
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June 2011
Websites corporate and product patient and HCP facing
ShareThis + Social objects
Facebook Twitter YouTube
LinkedIn Slideshare Flckr
Leverage your assets
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June 2011
THE Simplest Place to Start
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June 2011
1
2
3a
3b
3d
4
3c
Creating Social Objects
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June 2011
• What is it? Shared social objects (lots of stuff)
• How to use it? Carefully construct reason to join/like (think about embarrassment factor)
• Where’s the ROI? Friends of members and “likers”
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June 2011
Twitter• What is it?
Posts of 140 character (text message length)
• How to use it? Use for news syndication
– Post relevant clinical articles
– Post all company news
– Repost highlighted news coverage
• Where’s the ROI? Re-tweets (RT) from followers + lists following you
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June 2011
• What is it? Videos of <10 minutes
• How to use it? Post all released video content to be “found” and embed in website
• Where’s the ROI? Long tail: views of videos over time
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June 2011
• What is it? Professional social network
• How to use it? Join and create groups
• Where’s the ROI? All participation displayed on update feed; weekly email of activity in your network triggers visits
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June 2011
Others to consider
ROI: Easy to fulfill requests for
slides/images
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June 2011
Hospitals Must Market With Doctors
http://hschange.org/CONTENT/1028/
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June 2011
Hospital social media channels
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June 2011
Hospital Social Network List Wiki
What if your sales team provided social objects to your hospital customers for the channels they already use?
• Develop “social objects” from your existing marketing tool kit content
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June 2011
Regulatory & Legal
Mindset: Yes We Can!
• Write a general (or channel specific) quality system work instruction to authorize posts and engagement
• Refer to your existing adverse event and complaint reporting workflow processes
• D2’s flexibility phrases:
– All approved released documents (labeling) may be used in whole or part as content for posting and engagement
– Including but not limited to…
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June 2011
You can change successfully
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June 2011
Thank you!
Debbie Donovan
Digital Media Strategist
Molly Crawley
Principal
www.medadagency.com
June 2011
www.medadagency.com
June 2011
Contact
Molly CrawleyMed Ad Agency
2843 Hopyard Rd. #180
Pleasanton, CA 94588
(925) 462-2900
molly@medadagency.com
www.medadagency.com
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