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A United Strategy For Social Media Marketing In Healthcare Brand Management

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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…
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  • 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
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