This presentation, which contains confidential information belongingto Digitas Health, is for use solely in connection with the recipient’sevaluation of a potential business relationship with Digitas Healthand may not be used by, copied by, or disclosed or distributed to anythird parties without the prior written consent of Digitas Health.

Social MediaWhat’s in it for pharma?

Sarah LarckerBusiness Strategy

October 21, 2009

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

A common (but faulty) way of defining Social Media…

2

PodcastingMicrosharing

Online Chat

RSS Widgets Social NetworksSocial Bookmarking

Message BoardsMoSoSo

Blogs

Media SharingPhotoblogging

Wikis

The Technologies

Technologies

***

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Social media really is…

3

“…a social trend in which people use technologies to get the things they need from each other, rather than from

traditional institutions…”

A Trend

Read me!

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/20094

It’s really about the relationships and the innate human desire to

connect, not the technologies

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/20095

Social media is not a channel

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/20096

…it’s a conversation

And right now pharma is largely peripheral

to it

This conversation will go on

regardlessAnd a choice not to

engage is a choice for irrelevance

It’s more influentialthan marketing or mass media

And the health conversation going on out there right now is big

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Interruption marketing worked…

7

The average person is exposed to

advertising messages every daySOURCE: Nielsen, Trust in Advertising Report, 10/07

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

…as long as people didn’t have choices

8

SOURCE: Nielsen, Trust in Advertising Report, 10/07

of people who can skip TV ads, do

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

…and as long as customers trusted marketers

9

SOURCE: Nielsen, Trust in Advertising Report, 10/07 Yankelovich Monitor, 2005/2006

Only

14%of people trust advertising

50%of people agree that it is important to be seen as

somebody who can always see through exaggeration

and hype

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

…especially in the Pharma industry

10

SOURCE: DDB, Health is the New Wealth – 2009

48%of Americans trust pharma

less than they did 5 years ago 55%believe there’s more negative press compared to 5 years ago

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/200911

But today, people do have choices

of people trust the recommendations of

people like themselves

SOURCE: Nielsen, Trust in Advertising Report, 10/07

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/200912

And increasingly they’re trusting their peers

54 million US consumers now connect to others or to online content created by others regarding health issues1

84% of these social connectors turn to online social spaces to educatethemselves about a disease or condition, especially when prompted by a new diagnosis or HCP consultation2

Wikipediaappears on the first page in

63%of searches3

User GeneratedContent

now appears onthe first three pagesof health searches

88%of the time3

1. JupiterResearch, Online Health: Assessing the Risk of Social and One-to-One Media, Feb. 20072. iCrossing, How America Searches: Health and Wellness, Jan. 20083. Envision Solutions, LLC, Diving Deeper Into Online Health Search, February 2007

70%of consumers believe that pharma information

from peers is credibleeven if the peers are not experts2

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/200913

In the past year, more Americans have gotten health

information off the Internet than from their doctors.

Source: iCrossing, How America Searches: Health and Wellness, January 2008

I don’t know… Google it!

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

People are talking about your brands right now

14

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Resources used by US adult Internet users who searched online for health and wellness information in the past year

Source: eMarketer as reported by : iCrossing How America Searches: Health and Wellness, January 2008, as cited by eMarketer in Pharmaceutical Industry Online, 2009

And this trend will only accelerate

15

So what’s a pharma marketer to do?

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

It can be done…

17

POST

PeopleAssess your customers’ social activities

ObjectivesDecide what you want to accomplish

StrategiesPlan for how relationships with customers will change

TacticsDecide which social technologies to use

Read me!

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009Social Participation†

Soci

al B

enef

it*Understand the social technographics of your customers

18

Diabetes Cancer

High cholesterol

Arthritis

Asthma

Allergies

Obesity

Depression/anxiety

Other mood disorderSleep disorder

MigraineChronic pain

Skin disorder

HTN GIOther PUD

OsteoporosisOther CV

Walking Disability

GUCHF

ED

Thyroid Condition

Lonely Fellow Sufferers Misery Loves Company

The Disconnected Connectors Who Don’t Care

SOURCE: Forrester Research, North American Technographics Benchmark Survey, 2008*Based on a Forrester score for emotional and behavioral value of social support†Percent of consumers participating in some form of social media at least monthly

Misery Loves Company These patients who are managing difficult, chronic problems stand to benefit most from social media, because they are also likely to connect with and support one another online

Lonely Fellow Sufferers These patients, whose participation in social media is below average could benefit but don’t share online

Connectors Who Don’t Care These patients willingly connect for non-health reasons…but not about their health problems.

The Disconnected This group is likely neither to seek fellow disease sufferers nor to realize significant benefit from doing so

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Map objectives to strategies to technologies

Objectives Strategies Tactics

ListeningOngoing monitoring and mining of customerconversations with each other, instead of occasional surveys and focus groups

• Active listening

EngagingParticipating in and stimulating two-wayconversations customers have with each other, not just outbound communications to customers

• Blogs• Microblogging (e.g., Twitter)• Podcasts• Video sharing

Energizing Empowering advocates to inform and persuade other customers

• Physician social networks (e.g., Sermo, Within3)• Consumer social networks (e.g., Facebook)• Private communities (e.g., Communispace)

Supporting Enabling customers to support each other

• Wikis• Support forums• Support networks• Microblogging

EmbracingHelping the customer community to generate ideas to improve your products and services

• Social networks• Wikis

19

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Map objectives to strategies to technologies

Objectives Strategies Tactics

ListeningOngoing monitoring and mining of customerconversations with each other, instead of occasional surveys and focus groups

• Active listening

EngagingParticipating in and stimulating two-wayconversations customers have with each other, not just outbound communications to customers

• Blogs• Microblogging (e.g., Twitter)• Podcasts• Video sharing

Energizing Empowering advocates to inform and persuade other customers

• Physician social networks (e.g., Sermo, Within3)• Consumer social networks (e.g., Facebook)• Private communities (e.g., Communispace)

Supporting Enabling customers to support each other

• Wikis• Support forums• Support networks• Microblogging

EmbracingHelping the customer community to generate ideas to improve your products and services

• Social networks• Wikis

20

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Social IntelligenceTM

The art and science of Active Listening

Qualitative Analysis

Quantitative analysis & measurement

Marketing insights & actionable recommendations

Real time dashboards

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Social IntelligenceTM Product Suite

Active Listening

Observation Room

Influencer IDResearch Community

22

• Quick observation of online conversation supplied in modular site that can display multiple sources of public information.

• Efficient monitoring of conversations as they occur in near real time for qualitative, directional sampling

Influencer database, organized by affiliation, advocates/ detractors

On-demand private panel community. Useful when looking to understand community dynamic or generate specific learnings that may or may not be present in the public conversation

“Legal will never approve this…”

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

The risks are known…and manageable

SOURCE: Nielsen Online, “Listening to Consumers in a Highly Regulated Environment” 8/08

Only a fraction of social media posts contain reportable AEs…

…and DDMAC enforcement has focused on long familiar issues

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Find your balance between risk tolerance and customer benefit

25

Add safeguardsPre-moderated communitySponsored communityGeneric condition community

Most RiskMost Customer Benefit

Limit who you touchListening platformPrivate communityPhysician community

Least RiskLeast Customer Benefit

Limit users’ actionsCommunity with limits on actionsModerated contests

More RiskMore Customer Benefit

SOURCE: Adapted from Forrester Research, How To Create A Social Application For Life Sciences Without Getting Fired, 4/09

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Draw on the experience of your peers

26

“But I still have to get my message out”

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/200928

Messages are not a conversation…

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Social Intelligence™

Insight Mining & Activation

Strategy

But messaging and conversation can be part of the same plan

AlignedEarned Media

Strategy

OptimizedPaid Media

Strategy

FoundationalOwned Media

Strategy

29

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Look no further than your own government…

30

WHITEHOUSE.GOV

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Want proof?

31

10:30 AM

10:03 AM EDT

11 AM

10:25 AM 10:30 AM

12 PM 1 PM 2 PM 3 PM

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Another company with PR problems?

32

1.4 MILLION VIEWS

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Helping Comcast turn it around

33

Frank Eliason

“Frank Eliason: Helping Comcast suck a little bit less”

“I can give full kudos to Frank for being so personable, and as much as it pains me to say it, I have to acknowledge Comcast as a whole for bringing customer service to the digital age.”

BusinessWeek: “I think it's safe to call Comcast's Frank Eliason the most famous customer service manager in the U.S., possibly in the world.”@comcastcares

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

What can we learn from Comcast & Obama?

34

Are we ready to put themfirst?

Do we really want to know what our customers

think about us?

Do we know how to have a real conversationwith them instead of a monologue?

Are we willing to make the changes

in our organizations that this will require?

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/2009

Five things you can do right now• Demystify AE Reporting•Get trained in your company’s Drug Safety SOP

•If your company doesn’t have one for social media, help them develop one

• Start listening•Work with a partner•Learn from what you hear•Fix what needs to be fixed•Do more of what’s valued

• Involve your agencies•Propagate learnings to creative, account planning teams

•Use learnings to inform segmentation and other market research

•Don’t forget PR

• Get your hands dirty•Open your own accounts on Facebook, Twitter, YouTube…

•Keep it personal, authentic, transparent, and off-hours

•Share value

• Get your feet wet•Identify a pilot social media opportunity consistent with your company’s risk tolerance

•Test…and learn

35

© 2

009

DIG

ITA

S H

EA

LTH

CAPCPR10/20/200936

“Your brand is what your customers say it is…so you’d

better start listening”— Charlene Li & Josh Bernoff

@slarcker@Digitas_Health