PRSA2009 Annual International Conference

Integrating New/Social Media into your Healthcare Organization’s Public Relations

How to satisfy your regulatory and legal departments and still be credible

Betsy Raymond Stevenson (@Betsy_RSHC)

Steve Woodruff(@swoodruff)

What is Web 2.0?

A Web 2.0 site allows its users to interact with other users or to change website content, in contrast to non-interactive websites where users are limited to the passive viewing of information that is provided to them. (Wikipedia)

What is Social Media?

In two words: Networked Communications

Why is SM important?

Take a deep breath…

What is the new communications flow?

Take a deep breath…• Web, connectivity and mobile devices becoming ubiquitous

• Text, audio, images, video – no boundaries from thought to publication

• Interactions are increasingly real-time

• Thought-leaders are everywhere

• Everything tied together with social networking tools

Explosive Social Media growth

…Total users 300 million

Twitter Unique Visitors

…Total users 54 millionFacebook Unique Visitors

Why should you care about Social Media?

It’s here and it’s growing No one should

know more about you than you

Great opportunity to engage

Guidelines are coming…

…In the meantime avoid inertia, choose your level of engagement

Why the reluctance to embrace web 2.0?

Then

Fear?

Uncertainty?

Now

Frozen in anticipation?

May be years...

But there is a way to keep moving …

HEARINGS

Getting started

Build trust by engaging early

and consistently with regulatory

and legalIdeal More likely

Find/develop company social media champions

Create strategyAgree on the visionContinue to educate

Intranet blogsInternal TwitterSuggestion Box

ACTION WITH TRANSPARENCY BUILDS TRUST

TRUST DRIVES IMPLEMENTATION

Educate and engage internally

HRIT

Internal CommsCollaborate on in-

house practice opportunities

Commit to starting

Levels of engagement

Preclinical

Search yourcompany *name *brands*TAs *issues

Phase I

YouTubePodcasts*Affordable healthcare*Preventing disease*Chronic health problems

Disseminate information one way

Share what’s useful

Phase IIa

External blog such as company history (J&J)

Test a low-risk topic with external interaction

Listen, establish reputation baseline

Phase IIb

ADHD moms, CML Earth (Novartis), Twitter (Novo Nordisk)

Test topic of greater interest for key community interaction

Phase III

Twitter (BI) External Blog (J&JBTW)

External public/company interaction with a personal voice

How not to be credible

Don’t commit resourcesNo trained staff to maintain engagement

Disable social aspects as an automatic reflex

Finding AEsOff-label mentions

Criticism

Second-guess others’ interestsChoose topics without regard for what others want

Use only a corporate voiceWritten company statements

Press releases

Don’t show upSet something up and never go there

Be present sporadically

How to be credible

Be present every dayCommit resources for personnel and training

Keep information current

Be transparentBe clear about what that means

Use people’s interests to choose your topics

PreventionChronic health problems

Access to healthcare

Be personableYou know how

Take time to build trustEngage consistently over time

The business benefit

TRANSPARENCY BUILDS TRUST

TRUST DRIVES BUSINESS

When people trust your brand they buy, recommend, and support what you offer

Summary – Get to know:

Summary – Get to know:

Summary – Get to know:

Summary – Get to know:

Summary – Get to know:

Summary – Get to know:

Leaders: J&J

Marc Monseau

Leaders: Novartis & Novo Nordisk

Erik Hawkinson

Craig DeLarge

Leaders: Mayo Clinic

Lee Aase

Where’s the low-hanging fruit?Most community value / Best biz potential / Least risk

Marketing

• Research

• (existing) Patients

• (potential) Consumers

• Health Care Providers

• Health Communities

Corporate

• External Comms

• Internal Comm/Collaboration

Activities1.Listening2.Sponsoring3.Informing/Educating4.Collaborating5.Dialoguing6.Reminding

Applications1.Blogging2.Wikis3.Micro-blogging4.Video/pod -casting5.Focused communities6.Lifestream platforms (e.g. F’book)7.E-mail/Texting8.Mobile

Thank You…

• Steve Woodruff:

www.stevewoodruff.com

Text swoodruff to 50500 (digital biz card)

Twitter: @swoodruff

• Betsy Raymond Stevenson:

www.raymondstevenson.com

betsy@raymondstevenson.com

Twitter: @Betsy_RSHC

Social Media for Corporate Communicators free weekly updates/feedback: http://bit.ly/2HKwdo

Getting started with Social Media free e-book, and many more links/resources: http://bit.ly/socialrx

Social Media Tips and Resources….

New to Web 2.0? Get to know it – have fun!

Getting to know Web 2.0 --Process and Resources

Find & Follow –social media experts

PR 2.0 Strategies, blog by Deirdre Breakenridge (@dbreakenridge)

Community and Social Media, blog by Chris Brogan (@chrisbrogan)

Mashable.com, blogThe social media guide

TwiTip, blog by Darren Rouse (@twitip)

Four Steps to becoming ‘knowledgeable enough’ –

Join•Public sites

•Like Facebook•Private groups

•Like SocialPharmer

Search for Value & Follow•Twitterati•Google Alerts

Participate•Comment on blog posts•Give status updates•Forward good information

Search –What are other companies doing?And where?

What do the experts say about healthcare social media? Blogs

• Eye on FDA, blog by Mark Senak (@eyeonfda)

– Mark tracks pharma on social media – also check his YouTube site

• Dose of Digital, blog by Jonathan Richman (@jonmrich)

– Pharma and e-marketing

• Pharma Strategy, blog by Sally Church (@MaverickNY)

– Product marketing

• Impactiviti, blog by Steve Woodruff (@swoodruff)

– Social marketing

• RSHC Snapshot, blog and media trends by Betsy Raymond Stevenson (@Betsy_RSHC)

-- Pharma/Biotech Corporate Communications

Private Communities

• Social pharmer.ning.com, Shwen Gwee (@shwen)

– Private community for anyone in pharma and healthcare interested in social media

• Pharmatweetical.com, John Mack (@pharmaguy)

– The pharmaceutical community on Twitter

Develop a vision…

• How can Web 2.0/Social Media --

– benefit your stakeholders• Patients• Investors• Clinicians • Colleagues

– advance your company’s mission

• Improve therapeutic outcomes

• Improve quality of life

Consider social media strategies and projects

Identify your low-hanging fruit

…think it through