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© DIGITAL HEALTH COALITION + KLICK HEALTH
PHARMA SOCIAL MEDIA BEST PRACTICES
1
DHC Webinar
December 18, 2017
© DIGITAL HEALTH COALITION + KLICK HEALTH 2
YOUR PRESENTERS
Mark Bard Founder
Digital Health Coalition
Tracy Yedlin Social, Mobile, and Innovation Lead,
Customer Engagement & Marketing
Innovation Team
Takeda
Brad Einarsen Senior Director, Social Media
Klick Health
© DIGITAL HEALTH COALITION + KLICK HEALTH 3
DIGITAL HEALTH COALITION
• 501c3 (non-profit) based in NYC
• Members include pharma, device, agencies, publishers, and technology firms
• Focused on the intersection of digital and health care
• Events, research, and networking made possible by our partners
• Learn more at www.digitalhealthcoalition.org
© DIGITAL HEALTH COALITION + KLICK HEALTH
AGENDA
4
01 USE OF SHORT FORM VIDEO
02 MODERATION BEST PRACTICES
03 CORPORATE, BRANDED, AND UNBRANDED
04 TOP PAGES ACROSS THE PLATFORMS
05 WHAT'S AHEAD IN 2018
© DIGITAL HEALTH COALITION + KLICK HEALTH 5
PLATFORM CHANGE 2016-2017 STILL A “FACEBOOK FIRST” WORLD FOR (MOST) PHARMA
THE YOUNGER AUDIENCE IS STILL FACEBOOK-DOMINATED BUT
EXHIBITS GROWTH IN INSTAGRAM AND SNAPCHAT…
…AND THE OLDER AUDIENCE IS DECIDEDLY “FACEBOOK FIRST”
WITH NO OTHER PLATFORM CHALLENGING
REACH REACH
TIM
E S
PE
NT
© DIGITAL HEALTH COALITION + KLICK HEALTH 6
BY AGE GROUP
+ +
+ +
© DIGITAL HEALTH COALITION + KLICK HEALTH 7
WHAT TO DO?
Don’t Panic
Social changes all the time, but
demographic change happens
(relatively) slowly
Facebook First for now, and adjust over
years, not days
Review Audiences
The older audiences are on Facebook
If portions of your audience are
younger you may consider looking at
the secondary platforms of Instagram
and Snapchat
Align with Process
Even if another platform like Snapchat
is valid for the audiences required there
may still be regulatory hurdles
Review moderation and control options
and decide on a “mixed” or “paid”
strategy
Step by Step
You don’t have to “boil the ocean” and
try everything at once
Pick one or two initiatives per year and
do a good job of them
An experiment that is under-funded
isn’t useful
© DIGITAL HEALTH COALITION + KLICK HEALTH
SECTION 01
8
USE OF SHORT FORM
VIDEO
© DIGITAL HEALTH COALITION + KLICK HEALTH 9
BUT HOW SHORT IS SHORT?
Now, both Facebook & Google (YouTube) are promoting 6
seconds as the new video standard…
And TV is getting in on the action,
the Fox network is introducing the
6-second format to broadcast TV
For a while the short form ad was 15 seconds…
© DIGITAL HEALTH COALITION + KLICK HEALTH
Act 1
Introduce characters
and situation
Act 2
Disruptive event or
change in situation
Act 3
Resolution and
resonance
10
THE SIX-SECOND, THREE-ACT PLAY
1 2 3 4 5 6
VA
LEN
CE
TIME (SECONDS)
Drop ice cream
See ice cream store Win a Cruise
For families with newborns
© DIGITAL HEALTH COALITION + KLICK HEALTH
GOAL: RESONANCE, NOT CLICKS
11
• With only 6 seconds
to work with goals have to
be appropriate – these are support ads
• Sequence ads where possible to tell stories
• Focus on resonance, not clicks
• Look for after-ad activity such as search and
boosted metrics on other ads
© DIGITAL HEALTH COALITION + KLICK HEALTH
SECTION 02
12
MODERATION BEST
PRACTICES
© DIGITAL HEALTH COALITION + KLICK HEALTH 13
MODERATION IN DEPTH – UNBRANDED
Hide Rate
Response Rate
Response Types
Response Timing
Response Tone
30%
27%
• No variation from template
• No custom responses
• First name used in responses
• Weekday only
• 5 hour average
• Weekday afternoons
[ 12% / 58% / 19% ]
[ 5% / 4% / 5% / 13% ]
11%
10%
• Mix of canned & complex
responses
• First name used in responses
• 5 hour average
• Complex answers next bus. day
• Personable & engaging
• Interjections like “good for you”
• Asks user questions
[ 7% / 10% / 17% ]
[ 17% / 9% / 13% / 1% ]
0%
61%
• Limited number of response types
• Responses seem custom (but could be large response matrix)
• 5 hour average
• Potentially weekday afternoons
• Weekends as well
• Mainly encouragement like
“you can do it”
• First name used in responses
[ no evidence of hiding ]
[ 83% / 54% / 64% / 43% ]
Post Frequency 4 / week 4 / week (approx.) 7 / week
• Corporate, friendly tone
• “industry standard” responses
© DIGITAL HEALTH COALITION + KLICK HEALTH 14
MODERATION IN DEPTH – BRANDED
Response Rate
Response Types
Response Timing
Response Tone
27%
• Average: 18.3
• High: 60.9
• Low: 0.2
• Brand vs. generic
• Financial assistance
• AE reporting
430 comments
25 brand responses 10%
• Average: 33.8 (8.4)
• High: 263.2 (31.4)
• Low: 0.1 (0.1)
• Ask for Nexium by name
• Get “DAW” on Rx forms
• Financial assistance
567 comments
41 brand responses 24%
• Limited number of response types
• Seem to be from strict response matrix
• Account tagged in responses
• Average: 29.1
• High: 93.9
• Low: 1.7
• Financial assistance
• AE reporting
• Encouragement
111 comments
27 brand responses
Moderation Type Weekdays 7 days a week Weekdays
• Limited number of response types
• Seem to be from strict response matrix
• First name used in responses
• Limited number of response types
• Seem to be from strict response matrix
• Account tagged in responses
© DIGITAL HEALTH COALITION + KLICK HEALTH
MODERATION IS THE SEM OF SOCIAL
15 15
• Comments are the SEM of social – they express the
audience questions, understanding, and intent
• If we think of the number of posts on a social property
it’s “surface area” for interaction, comments expand
that available area
• In comments followers find a place to express their
own ideas about the condition or even brand
• Taking the time to comment and tag other users is the
ultimate form of engagement
© DIGITAL HEALTH COALITION + KLICK HEALTH
MODERATION BEST PRACTICE
16
• Highly variable depending on drug, side
effect profile, and MRL team
• Best practices to shoot for: • Guardrails-based document with free reign inside
• Phrase-based moderation with ability to mix and match
• Extensive locked responses with some variables
• Special circumstances process • Ensure special circumstances are handled via process
with appropriate budget
• Try for a minimum number, meaning that if all is quiet
then moderation team can use process for less serious
responses
© DIGITAL HEALTH COALITION + KLICK HEALTH
SECTION 03
17
CORPORATE, BRANDED,
AND UNBRANDED BY
PLATFORM
© DIGITAL HEALTH COALITION + KLICK HEALTH
THE DHC / KLICK PROPERTIES DATABASE
18
• Continuous updates to the database make it
the go-to reference for social pharma
• Annual “deep dives” look to uncover the latest
properties
• If you know of properties that aren’t in the
database just email [email protected] and
keep the list up to date
© DIGITAL HEALTH COALITION + KLICK HEALTH KLICK HEALTH / 19
19
© DIGITAL HEALTH COALITION + KLICK HEALTH
PROPERTIES BY PLATFORM
20
• Facebook is the
marketer’s first choice
with most branded
and unbranded
content living there
• Corporate accounts
dominate most other
platforms, with the
exception of Tumblr
(but, n=7)
0 20 40 60 80
Clinical Study
Professional
Regional
Corporate
Branded
Unbranded
0 50 100 150
Clinical Study
Protected
Branded
Unbranded
Regional
Corporate
0 50 100
Clinical Study
Branded
Unbranded
Corporate
0 5 10 15
Team/Event
Unbranded
Corporate
0 5 10 15
Team/Event
Professional
Partnership
Corporate
0 1 2 3 4
Branded
Corporate
Unbranded
Facebook Twitter YouTube
Instagram Pinterest Tumblr
Where is Snapchat?
• While Snapchat is a significant and growing social property it is primarily a media play so far
• Also, even if a brand does create an account there it will be hard to find because of the ephemeral nature of the content
© DIGITAL HEALTH COALITION + KLICK HEALTH KLICK HEALTH / 21
© DIGITAL HEALTH COALITION + KLICK HEALTH
PROPERTIES BY PLATFORM
22
• Facebook dominates
the branded and
unbranded
• Corporate is Twitter
and YouTube (and
LinkedIn) dominated
62
22 19
1 0 0
62
38
31
4 3 0
133
86
41
13 11 2
Branded Unbranded Corporate
© DIGITAL HEALTH COALITION + KLICK HEALTH KLICK HEALTH / 23
© DIGITAL HEALTH COALITION + KLICK HEALTH
GilenyaNexium
TOBI PodhalerAlprolix
CRESTOR (rosuvastatin calcium)Entyvio
ONFI (clobazam) CIVADVATE [Antihemophilic Factor (Recombinant)]
TecfideraAccuchek US
Choices for HerGleevec
AdynovateOrencia
Afinitor ConnectionsLatisse
TasignaJuvederm
Chantix (varenicline)Viagra (sildenafil citrate)
ELOCTATE [Antihemophilic Factor (Recombinant), Fc Fusion Protein]NothingLess Powered by Alesse
AUVI-Q Response AbilityLyrica (pregabalin) Capsules CV
KybellaBetaseron - interferon beta-1b
Sandostatin LARTYSABRI
Lo Loestrin FeRien de moins signé Alesse
Contrave (naltrexone HCI/bupropion HCI)TRUMENBA (Meningococcal Group B Vaccine)
ZubsolvBOTOX® (onabotulinumtoxinA) for Chronic Migraine
BOTOX® (onabotulinumtoxinA) for Overactive BladderQuillivant XR & QuilliChew ER (methylphenidate HCl) CII
BydureonXiidra (lifitegrast ophthalmic solution) 5%
Finacea (azelaic acid) Foam, 15%JANUVIA® (sitagliptin) 25mg, 50mg, or 100mg tablets
RestasisHUMIRA (adalimumab)
PromactaJakafi
IDELVION [Coagulation Factor IX (Recombinant)], Albumin Fusion ProteinRelpax (eletriptan HBr)Myrbetriq (mirabegron)
STELARA (ustekinumab)Linzess (linaclotide)
Fluzone (Influenza Vaccines)Sklice Lotion, ivermectin 0.5%
Kovaltry Antihemophilic Factor (Recombinant)IXINITY Family Room
Afrezza
24
BRANDED
294,280
© DIGITAL HEALTH COALITION + KLICK HEALTH 25
BRANDED – TOP 10
294,280
217,443
86,744
83,448
71,594
48,459
38,271
37,723
37,482
32,636
Gilenya
Nexium
TOBI Podhaler
Alprolix
CRESTOR (rosuvastatin calcium)
Entyvio
ONFI (clobazam) CIV
ADVATE [Antihemophilic Factor (Recombinant)]
Tecfidera
Accuchek US
© DIGITAL HEALTH COALITION + KLICK HEALTH
Lighter BlueKnow the Real Cost
PsoriasisSpeaksLift MS
More To MigraineMS LifeLines
Epilepsy AdvocateFibro CenterDiscover I-O
Save Your BreathQuitter's Circle
Lung CancerThe Merck Manual Consumer
#ActuallySheCanDiabetes
Above MSLennox-Gastaut Syndrome
Knee OsteoarthritisParkinson's More Than Motion
The Many Faces of OffMy Ig Source
Voices of MeningitisStory Half Told
Break Away from CancerSeizure Clusters Connect
livingwithlgsLiving With LGSCrohns and Me
Joint Decisions RABreast Cancer
Chronic Transfusional Iron Overload and Sickle Cell DiseaseCF Living
Living Like YoubeBRCAware
Rosacea FactsThis AS Life
My Chronic MigraineMelanoma Just Got Personal
MDS MattersMy Eye Love
Moving Together for HDFractured Truth
Changing HemophiliaSchizophrenia 24/7
No Time 4 MigrainesDrive 4 COPD
Our Hemophilia CommunityCOPD Life is Calling
Vivir con epilepsiaMy COPD Life
HAE AwareSee America
Eyepowerment8444Support
MS Voices: A Multiple Sclerosis Community (stage)Over Activist
26
UNBRANDED
1 million+
© DIGITAL HEALTH COALITION + KLICK HEALTH 27
UNBRANDED – TOP 10
1,062,451
560,615
340,874
331,581
237,845
230,341
221,486
188,468
179,477
165,129
Lighter Blue
Know the Real Cost
PsoriasisSpeaks
Lift MS
More To Migraine
MS LifeLines
Epilepsy Advocate
Fibro Center
Discover I-O
Save Your Breath
© DIGITAL HEALTH COALITION + KLICK HEALTH KLICK HEALTH / 28
© DIGITAL HEALTH COALITION + KLICK HEALTH
GEO-GATED
29 29
BRANDED
• 52% (23) Geo-Gated to the USA
• 48% (21) Not Geo-Gated to USA
UNBRANDED
• 17% (9) Branded Geo-Gated to the USA
• 83% (43) Not Geo-Gated to USA
© DIGITAL HEALTH COALITION + KLICK HEALTH
BLACK BOX DRUGS
30 30
• 33% (16) Facebook branded pages are for Black Box drugs
• 66% (32) are for Not Black Box
Please see Important Safety Information and full Prescribing Information including Boxed Warning
but research from the FDA shows that you won’t, so just talk to your doctor.
© DIGITAL HEALTH COALITION + KLICK HEALTH
BRANDED WITH COMMENTS
31 31
• 31% (15) of Branded Facebook pages have
comments turned on
• 69% (33) of Branded Facebook pages have
comments off
© DIGITAL HEALTH COALITION + KLICK HEALTH
“SHELL” BRANDED PAGES
32 32
• 30% (23) pages are
just “shells” with no
organic content –
these pages are likely
simply used to enable
newsfeed ads
• 70% (53) pages have
organic content
available to visitors
No Organic Content Organic Content
© DIGITAL HEALTH COALITION + KLICK HEALTH
SECTION 04
33
TOP PAGES ACROSS THE
PLATFORMS
© DIGITAL HEALTH COALITION + KLICK HEALTH 34
BRANDED WITH COMMENTS
CATEGORY NOTES RATING
Popularity 217,443 likes with a strong engagement frequency
Editorial Content is highly visual and directly tackles issues such as generic substitution. Average stats on the most recent 10 posts (with high and low values range): • 369 Comments (1,328, 73) • 13,215 Likes (37,758, 231) • 1,181 Shares (5,446, 42)
Comments This brand doesn’t have people who have liked the page, it has fanatical followers. All posts gather comments and there are an average of 369 per post on the most recent 10 posts on the timeline.
Engagement The more than 5x engagement compared to Gilenya speaks for itself. Also, no matter what topic the page brings up, the comments end up centering on the brand.
Apps Apps for standard pharma information topics, no functionality.
Integration Links out to the Patient Program website and brand site. Links back from sites as well.
© DIGITAL HEALTH COALITION + KLICK HEALTH 35
BRANDED WITH COMMENTS
CATEGORY NOTES RATING
Popularity 294,280 likes, consistent editorial and engagement. Growth is impressive since January, 2013’s 188. This is due to on-channel media.
Editorial Content is focused on Patient spokespersons and shows visitors that there is a rich support community available. Highly visual timeline makes for more interesting posts. Again we see that inspirational sayings get the most shares.
Comments Comments on. Canned responses available.
Engagement Inspirational images get massive (for the category) shares. For example, 7,841 shares for the inspirational image shown on the next page. Polls also used to good effect to drive deeper engagement. More recent content has had less success.
Apps Video libraries from website available in Apps, reformatted for Facebook, plus a community app (with extremely low usage). Ads point directly to these apps.
Integration Links out to the Patient Program website and brand site. Links back from sites as well.
Regulatory Brand and indication mentioned together, ISI in More Information box and on App tab. More information box always visible on the Facebook page.
© DIGITAL HEALTH COALITION + KLICK HEALTH 36
UNBRANDED
CATEGORY NOTES RATING
Popularity 1,037,170 likes. The most popular unbranded pharma page in market
Editorial Content is highly visual and uses the characters in the Blue universe to tackle delicate subjects such as risk of suicide. Content is educational and uplifting without being condescending or critical of MDD patients. Followers show strong intent to share with their peers. Average of 591 comments and 5,969 shares/post in 2016
Comments Users engage with both other users and Lighter Blue’s pre-canned responses. Comments are sincere and high quality, with users thanking Blue for educating them on how to better communicate their MDD symptoms
Engagement A good mix of media dollars, organic reach, and a detailed moderation process give each post a strong opportunity to engage the audience. Reactions, shares and comments are almost instant after a post is published. The page also launched Lead Generation apps in 2017 with strong support from the community.
Apps Apps for standard pharma information topics, no functionality.
Integration Links out to the Patient Program website but remains a social-first campaign. Heavy integration from social to CRM.
© DIGITAL HEALTH COALITION + KLICK HEALTH 37
UNBRANDED (TWITTER)
CATEGORY NOTES RATING
Popularity 43.3K followers is a healthy number for a pharma unbranded property, but not as big as the top unbranded players
Editorial A unique, personal voice makes this account sound more like a friend and less like a corporate social media property. Upbeat, inspirational, and relevant posts make for an engaging content stream.
Followers Excellent quality follower population, on target and of reasonable influence quality
Engagement Some engagement seen on all posts with likes and retweets between 10-40 on the image-based posts
Integration Excellent integration with the main website but the campaign is designed to be social first. Interestingly, the content streams buck conventional wisdom and is light on the links back to the website, we suspect this is a good ratio
© DIGITAL HEALTH COALITION + KLICK HEALTH 38
QUESTIONS
Tracy Yedlin Social, Mobile, and Innovation Lead,
Customer Engagement & Marketing
Innovation Team
Takeda
© DIGITAL HEALTH COALITION + KLICK HEALTH
SECTION 05
39
WHAT'S AHEAD IN 2018
© DIGITAL HEALTH COALITION + KLICK HEALTH 40
FRANCHISE PAGES
© DIGITAL HEALTH COALITION + KLICK HEALTH 41
FULL CLAIM POSTS ABOUND
FULL ISI BALANCED STATEMENT
© DIGITAL HEALTH COALITION + KLICK HEALTH 42
CAROUSELS ARE BECOMING POPULAR
© DIGITAL HEALTH COALITION + KLICK HEALTH 43
LEAD GEN ADS
© DIGITAL HEALTH COALITION + KLICK HEALTH
FACEBOOK CONTENT & MEDIA
44
• Recent change to how “Ads Posts” are created
• Organic posting requires both Ad and Page
account access
© DIGITAL HEALTH COALITION + KLICK HEALTH
MAKE MODERATION AN OPPORTUNITY
45
• Create a large response matrix
• Keep a “wish list” when moderating and update
quarterly
• Allow responses to be “phrase driven”
• Ensure all brand goals are included in
responses with multiple phrasing styles
© DIGITAL HEALTH COALITION + KLICK HEALTH
GIVE YOUR BRAND SOME CHARACTER
46 46
• Adding character(s) to your social campaign
provides benefits for the brand • Ability to create storylines
• Enhanced empathy and connection from the audience
• Fictional characters don’t have the issues related to real
patient testimonials or HCP spokespeople
• Make sure you own the character • IP can be complex here and you need the right contracts with
the artist
• Future enhancements
• Other artists
• Animations & changes
© DIGITAL HEALTH COALITION + KLICK HEALTH
TELL STORIES
47
• With or without characters, create storylines
that develop over time • Release on a regular schedule
• Use sequential media spend to show to users in order
• Follow users through the funnel • Develop early, mid, and late funnel stories
• Create different end points for each
© DIGITAL HEALTH COALITION + KLICK HEALTH 48
QUESTIONS
© DIGITAL HEALTH COALITION + KLICK HEALTH 49
QUESTIONS
Mark Bard Founder
Digital Health Coalition
Tracy Yedlin Social, Mobile, and Innovation Lead,
Customer Engagement & Marketing
Innovation Team
Takeda
Brad Einarsen Senior Director, Social Media
Klick Health