A United Strategy For Social Media Marketing In Healthcare Brand Management

1. Name of presentation John G. Baresky Company name 2. ã Social Media’s Profile ã Utility for Brands ã Challenges ã A United Strategy ã Rationale ã Brand…
of 24
All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
  • 1. Name of presentation John G. Baresky Company name
  • 2. • Social Media’s Profile • Utility for Brands • Challenges • A United Strategy • Rationale • Brand E-Media Universe • Social Media Tactics • Social Media Monitoring • Brand Website Tactics • Brand Website Monitoring • Clinical/Sales Field Applications • Tactical Integration • A United Strategy
  • 3. • Social media is the evolution of chat rooms and bulletin boards we grew up with on the Internet • More widely distributed via Blackberry/PDAs, cell phones, podcasts, etc. in addition to conventional computer-based sharing • Ever-widening number of venues and variety of participants engaged in simultaneous exchange • Audio/visual content easily accessed and instantly shared • Participation driven by personal/professional interest and highly individualized purposes
  • 4. • Over 80% of physicians use a computer on a daily basis in their practice and consider it one of their top decision information resource tools • E-prescribing mandates by commercial insurers and Medicare further drive physician’s daily interaction with electronic media • Communicate attributes of your brand/product • Assess opinions regarding your brand/product • Learn more of marketplace as focused spectator to activity taking place, information exchanged and content featured in social media forums • PhARMA guidelines limiting communication/promotion options
  • 5. Healthcare professional venues increase by medical specialty and function • Clinical Village • Healtheva • iMedExchange • MedicSpeak • Medical Plexis • Ozmosis Healthcare • Peerclip • Physician Connect Professional • QuantiaMD Venues • Rad Rounds • Relaxdoc • Sermo • SocialMD • Sosido • Student Doctor Network • Syndicom SpineConnect • Tiromed
  • 6. • There are numerous options for healthcare professional brand stakeholders to engage social media • Some venues dedicated to healthcare professionals are not accessible to marketing interests although sponsorship opportunities exist • New venues easily developed and widely communicated to potential users, requires ongoing monitoring and prioritization • Users may fragment their participation between multiple venues and/or migrate en masse to others • Venues operate according to their own rules/standards
  • 7. • Audio, video and text interfaces allow for multiple layers of content and participation across domestic and international markets • Content, topics and participants readily change – Your brand may not always have center stage – Brand’s prominence may not always be assessed/measured – Participants may not always be brand stakeholders – You and your brand can’t be everywhere at once
  • 8. • Establish your brand’s website as a central base of all Internet marketing activity – Fortify its capabilities so it’s equally immersed within social media – Continuity/transparency across new and established social media venues is key • Selectively engage social media preferred by specific physician specialties and other healthcare professional brand stakeholders – Consistently position brand in social media through messaging and content inertia, orient the social media participant to brand’s website
  • 9. • As social media options increase and participation widens, the FDA and other agencies will devote more resources to develop guidance/requirements for them – Clinical/promotional accuracy and continuity is important to centralize and maintain throughout electronic media presence – Comprehensive information beyond the package insert such as clinical studies, formal presentations and updated interactive content can be easily accessed by healthcare professional stakeholders – Social media content often fragmented, stakeholders or participants can be guided to brand site’s deeper, clinically-oriented material – Content can be controlled and participation more directly engaged/monitored via brand website
  • 10. • Centralize internet dollar spend on brand site and select social media, maximize interchange between them • Significant content capability through brand website may offer more options than some social media forums (combined audio, text, video, print-on-demand, etc.) – Interactive content exchange – Measurable – Direct access for analysis
  • 11. Connectivity/transparency across new and established user environments is key Industry Forums Healthcare Your Brand New Venues Professional Website Future Interfaces Venues Sponsored/ Unsponsored Blogs
  • 12. • Fortify brand position/value in social media representation – Limit choice of social media venues based on brand’s highest professional stakeholder participation, focus brand content/resources – Position the brand in relevance to specific social media venue but minimize dilution of its primary identity/value – Design applications to also account for social media participants with iPhone, Blackberry, other access points – All clinical/promotional forays into social media forums are consistently referred or linked to brand’s website
  • 13. • Blog sponsorship offers tangible benefits but overexposure in one or more may lead to “infomercial” portrayals • Collaborate with your internal clinical/medical staff to monitor physician- only and other limited access social media venues – What social media do their practicing counterparts use? – What is being communicated/shared between them? – How may they be directly/indirectly reached in the limited access venue, what are their primary open professional destinations?
  • 14. • Continue to assess professional stakeholder participation in the social media you are directly engaged with • What does dialogue/interaction consist of, is the brand’s participation and activity producing value? • Where are social media participants channeling in/out of your brand’s website, how is it changing? • Are other established or emerging social media venues being monitored showing opportunity for direct participation?
  • 15. • Position brand website with an optimum profile for social media participants to have easy steerage/access to – Regularly assess search engine optimization, continue to re-optimize site code – Implement metatag integration throughout website – Ensure top organic search potential
  • 16. • Fortify brand website, engage professional stakeholders via survey, advisory boards and other interaction to align content, maintain contemporary interfaces and provide ongoing new information – Account for physician, nurse, pharmacist and managed care clinician interests, determine their website/social media usage and preferences – Identify optimum ways to meet online resource needs via website and social media – Feature wider content, higher degree of interaction, utilize audio/video/animation capabilities to fullest extent possible
  • 17. • Cultivate present/ongoing professional brand stakeholder user intelligence on social media and website usage through compiling and analyzing: – Page hits – Where viewers are coming from – Key word effectiveness – Repeat visitation
  • 18. • Augment the brand’s internet and social media presence with clinical and sales field applications • As appropriate, develop specific web/social media pilot initiatives facilitated through clinical and field sales professionals: – Managed care pull-through support – Augment communications for product launches or new indications – Communicate availability of clinical studies and interactive presentations
  • 19. • Significant utility to reach no-see physicians and other limited access healthcare professional brand stakeholders • Highly focus the objectives of these initiatives to avoid impression of brand/product clutter
  • 20. • Strategically position/promote your website and social media presence – Utilize Marketwire, RSS, Twitter and other messaging /interlinking conduits to thread your social media placements and website – Increase prominence of website address in sales collateral, press releases and other conventional communications – Integrate website capabilities /social media placements within conference exhibits and similar venues for clinical/promotional exchanges and demonstration purposes – Selectively engage e-mail communications, avoid spamming
  • 21. • Directly align brand’s web and social media presence with professional stakeholder user patterns and needs • Fortify brand’s website as a base of operations, continually update content, maximize interchange with targeted social media • Position brand website as a “go-to” in social media presence • Concentrate resources, monitor select social media venues for increasing or decreasing opportunities • Augment web initiatives with clinical and field sales support
  • 22. Name of presentation Company G. Baresky John name
  • We Need Your Support
    Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

    Thanks to everyone for your continued support.

    No, Thanks

    We need your sign to support Project to invent "SMART AND CONTROLLABLE REFLECTIVE BALLOONS" to cover the Sun and Save Our Earth.

    More details...

    Sign Now!

    We are very appreciated for your Prompt Action!