#SocialRealized: Bio/Pharma Social Media and Digital Platforms Summit Presentation

1

We call it“Social Realization”

Reasserting Brand Influence within Social to Connect with Consumers

Chrissy Stanojev | Senior Social Media Strategist

2

Key Components to Social Realization:

Social Intelligence: Data Collection & Analysis Connection and Brand Influence in Social SphereSocial Governance and Partnership

3

For people, nothing is more personal, more important, more transformative, than

healthcare.

3

4

Consumers are content creatorsExpectations have never been higher

Person-to-Person engagement is the most influential

Consumer empowerment

has never been greater

4

5

CrowdsourcingOmni-channel

Immediacy

And now, consumers have the ability to shape brands

5

6

And social has been the agent of change.

7

Social is a challengefor Pharma with FDA

regulation, AER, Regulatory and a 140-character standard in

an ISI world.

8

Source: Smartinsights.com

Consider What Happens Online in 60 Seconds?YouTube

hours of video uploaded

Facebookposts

Googlesearches

Twittertweets

9

Question?

10

Here’s how youcould think about it.

11

We call it“Social Realization.”

12

Recognizes that social is not justa channel, platform, or a behavior.

13

Or even publishing contentto a Facebook page.

14

Social Realization is reasserting brand influence to connect with people.

15

Brands don’t need a digital strategy.

16

Brands don’t need a digital strategy.

Brands need a strategy for a digital world.

17

A Robust Team…

SearchStrategy

SocialAnalytics +

Strategy

PerformanceAnalytics

Paid MediaStrategy + Planning

UXStrategy + Planning

CreativeStrategy + Planning

18

Relevance

Authenticity Timelines

Discoverability

Depth

Dimensionalize Optimization

New Audiences

InfluencersAmplification

….Drives Social Realization

Engagement 1:1 Connection

19

Tocontinually innovate

This approach is born from experiencewith a range of brands and consumers

PHARMA

BRANDS

NON-PHARMABRANDS

20

How can your brand be Socially Realized?

21

Listen. Actively.

22

Analyze.Listen. Actively.

23

Analyze.Listen. Actively.

Apply.

24

Analyze.Listen. Actively.

Apply. Assess.

25

PHARMA BRANDSBy the numbers

8% Brand managers who are in patient engagement mode on social media

50

% Brand managers who are at least listening

42

% Brand managers not even listening

*All % are globalSource: IMS Health

~40% of those listening aren’t sure what to do with the social data they are collecting

26

Listen to the largest, most dynamic,

diverse, and unbiased 24/7 focus group.

26

27

And leverage social analytics to make insight-driven marketing decisions.

28

29

Go beyond theword cloud.

30

12KKeywords

Words in Context

DimensionalizePatient Journey

Mapping

Depth Persona and

Influence Mapping

DiscoverabilitySearch Marketing

AmplificationSelected Paid Media

EngagementContent Development

OptimizationChannel Planning

Relevance Positioning/Messaging

1.3 MillionConversations

New AudiencesSegmentation

Search Social

31

1 = 4Words in Context

Branded Mention on Social

Organic Branded Searches

32

Words in Context

We say “Symptoms.” Patients say “Signs.”We say “Copay.” Patients say “Discount.”We say “Switching.” HCPs say “Wash Out.”

33

Topic Trend Monitoring Over Time

2015 – 2016794K

DimensionalizePatient Journey

Mapping

AuthenticityBrand Voice

OptimizationChannel Planning

AmplificationSelected Paid Media

EngagementContent Development

RelevancePositioning/Messaging

New AudiencesSegmentation

2013 – 2014447K

34

The Social Realization Impact

35

RelevancePositioning/Messaging

AuthenticityBrand Voice

TimelinesPR Events

DiscoverabilitySearch Marketing

DepthPersona and Influence Mapping

DimensionalizePatient Journey Mapping

OptimizationChannel Planning

New AudiencesSegmentation

InfluencersKOL + COL Identification

AmplificationSelected Paid Media

Social Realization

EngagementContent Development

1:1 ConnectionCommunity Management

36

Social Realizationis about partnership.

37

Social Governance and Partnership

Everyone is at the table:• Social Governance

• Corporate Policy Development• Corporate Education and Compliance Training

• Brand Safety Guardrails • Social Reaction and Response Processes and

Procedures

38

Push Your Brand Further

39

#SocialRealized Helping pharmaceutical

brands to Social Realization

40

Thank you

Chrissy StanojevSenior Social Media Strategist

MRM//McCANNsocialrealized@mrm-mccann.com

Pharma Social Summit (Advertiser) acknowledges that any and all ideas, concepts, strategies, trademarks and materials that MRM//McCann and McCann Worldgroup (Agency) presents or provides to Advertiser (the “Presentation Concepts and Materials”) are being presented or provided for the sole purpose of allowing Advertiser to determine whether Advertiser wishes to use the Presentation Concepts and Materials and to engage Agency’s ongoing services. Advertiser acknowledges and agrees that the Presentation Concepts and Materials are, and will remain, Agency’s property. Agency shall retain all right, title and interest in connection with the Presentation Concepts and Materials regardless of whether the physical embodiment of the creative work is in Advertiser’s Possession in the form of copy, artwork, etc.©2016 McCann Worldgroup