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Harness the Power of Unbranded Marketing Solutions to

Connect with Today’s Patients

Trish Nettleship

Director, Social Media & Influence

@trishnet

About UCB…

UCB aspires to be the Patient-centric global biopharmaceutical leader transforming the lives of people with severe diseases

> Founded in 1928 in Belgium

> 9,000 employees globally

> Headquartered in Brussels

> Operations in more than 40 countries

>CNS: > Epilepsy> Parkinson’s

disease> Restless Legs

Syndrome>Immunology

> Crohn's disease> Rheumatoid

arthritis

@trishnet

The Empowered Patient has arrived

83% Seek health information online

66% Search specific disease information online

45% Would seek a second opinion based on social media

Source: comScore Custom Research 2012, Google Health Consumer Study, 2011, Pew Internet 2012

In today’s digital world, Patients are now ACTIVE PARTNERS in their medical journey

83%Patients Speak to a Doctor after viewing health information in social sites about:• A Disease/Condition• Treatment Options• Specific Brand of Drug

@trishnet

Snapshot of Patient Conversations in Social

5

Brand Mentions on Twitter

Communities for Patients

Independent Bloggers

Connect Directly with Doctors

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Away with the Old… In with the New

• Old Way of Thinking: Competing with major digital health publishers in providing comprehensive online symptoms and disease information to boost patient education and awareness is difficult and ineffective investment and extremely hard to measure

• New way of thinking: Patients are accessing information in a variety of ways, no longer relying solely on HCPs or major publishers. Unbranded marketing can support a variety of brand goals, such as building awareness and relationship management initiatives.

Source: Crossix RxMarketMetricsTM March 2011

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Is Unbranded Marketing Right for Your Brand?

 

…on what your objectives

…on your target audience

…on your brand market share

…on many variables

IT DEPENDS

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Opportunities with Unbranded

• Unbranded generates 7% more qualified prospects

• 75% research online before discussion with physician – unbranded consistently shows up in top results

• Increases your understanding for patients

• Connecting with patients in a more personal and condition focused way – Humanizing

Source: Cross RXMarketMetrics™ 2011, Manhattan Research 2012

Percentage of Qualified Prospects

Branded Unbranded42%

44%

46%

48%

50%

52%

54%

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The Discussion is Broad Ranging

• Brand is less than 20% of the healthcare online conversation

• Ignoring unbranded = ignoring significant portion of the discussion

• What is important to your audience

• Do you have a position of credibility

Brand-specific discussion~20%

Emotional support

Doctor-patient interaction

Personal Experience

Management strategies

Treatment optionsSymptoms

Source: NM Incite custom analysis of online discussion within healthcare-relevant boards, blogs and groups, 2012

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Steps to Building an Unbranded Experience

1. Determine if there is a Need

2. Listen to your Audience

3. Build Something that Focuses on Your Audience Needs First

4. Ensure your Program Supports Your Business Objectives/ Strategies

5. Track Progress and Share

@trishnet

STEP 1: Determine if there is a need

• How active/important is social media for my therapeutic area?

• Is there an unmet need for resources in the focus area?

• Are we one of the market leaders?

• Is this an area that struggles with compliance issues?

• Disease state has very low awareness and you need to increase diagnosis

Image source: iStockPhoto

Depression

Fibromyalgia

Breast Cancer

Bipolar Disorder

COPD

Key:CardiovascularChronic ConditionMental HealthOncologyPain

Ulcerative Colitis

Multiple Sclerosis

Type 1 Diabetes

Cystic Fibrosis

Colorectal Cancer

Brain Cancer

Ovarian Cancer

Rheumatoid Arthritis

ADHD

Lung Cancer

Prostate Cancer

AsthmaHypertension Cardiovascular DiseaseArthritis

Type 2 Diabetes

Alzheimer’s Disease

Non-Hodgkin’s Lymphoma

Hodgkin’s Lymphoma

Source: NM Incite custom analysis of online discussion within healthcare-relevant boards, blogs and groups,

Is your Disease State being discussed online?

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STEP 2: Listen to your Audience

Listening: You need to understand your audience before you can jump in

Epilepsy – Emotional

“I had three jobs before the accident and subsequent seizure diagnosis. My disability is going to run out in a few months. I don’t know what I’m

going to do. I can’t work yet. I’m still a mess. I’m pretty stressed about it. My job is high stress, I really don’t

think I’ll ever be able to go back. Plus this loss of independence is awful.” –

coping-with-epilepsy.com

Epilepsy - Caregiver

“My husband has epilepsy. I guess I just need a bit of a vent or some support as being the support is sometimes totally knackering physically & emotionally & maybe through this forum I can understand more about epilepsy & how it affects our relationship.” – neurotalk.psychcetnral.com

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STEP 3: Build something that focuses on your audience needs first

• Build a platform that meets the audience needs… Are they going to care?

• Create content that adds value and is relevant to the audience

• Don’t move directly to your brand

• Stick with it and Engage the community

• Learn from the community – gain insights

Image source: iStockPhoto

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STEP 4: Ensure your program supports your Business Objectives/ Strategies

• Ladder your program goals up to your Business Objectives

• Keep updating your program for best results

• Don’t create an island, integrate

Image source: iStockPhoto

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STEP 5: Track your Program and Share

• Select metrics that support your business objectives

• Metrics aren’t always ROI, maybe ROV (Return on Value)

• Share your learning's, both success and failures along the way

• Report back out to MLR to ensure they understand success and remain partners

Image source: iStockPhoto

@trishnet

Branded vs Unbranded: It’s not an either / or decision

The combination drives the highest overall awareness

and conversion than either alone

Unbranded Communities Grow Awareness for Disease State and Drive Brand Mentions

7,000+ Likes with an engagement rate of 11%

42,000+ Likes with many posts receiving 100 comments/shares

43,000+ Likes with 1,000 talking daily on FB about EA

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Regulatory Components to Consider

• Create a partnership with MLR in advance to figure out as a team how to make this work

• Understand your company’s tolerance for risk

• Create a risk mitigation plan, but align with benefits

Image source: iStockPhoto

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Key takeaways

• Branded vs Unbranded doesn’t have to be either/or, a combination could be the answer

• Ask the right questions to determine if there is a Need

• Listen to your Audience and understand what’s important to them

• Build Something that Focuses on Your Audience Needs First

• Ensure your Program Supports Your Business Objectives/ Strategies

• Track Progress and Share key learning's and missteps

• Understand the Risks and Plan for them

@trishnet

@trishnet

Thank You

Trish NettleshipGlobal Director Social Media & InfluenceUCB, Inc.trish.nettleship@ucb.com

Black & White Headshot

@trishnet

Questions?