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Your Healthcare Brand Can be Social; US - Advertising for the Second Digital Age


  • 1. Tweet This! Your HealthcareBrand Can Be SocialSOCIAL MEDIA SERIES #3Pharma/Healthcare 2011US+PARTNERS 1674 Broadway 4th Floor New York, NY 10019 T 1-212-712-9119
  • 2. WHAT YOU NEED TO KNOW. RIGHT NOW.In todays virtual world, social media conversations are having a direct impact on pharmaceuticalsales and brand reputations. Every day, patients are questioning their treatment options and makingproduct choices based on their online conversations, many of which consist of un-edited and un-qualied user-generated content.With the increasedpopularity of tools such as Twitter, Facebook -- and now Google+, among othersocial networks and online communities -- patients and theircaregivers are able to interact witheach other from across the globe. Theyre doing this in unprecedented numbers at unprecedentedspeeds. For many patients, the rst place they seek medical information is online.Patients and healthcare consumers also are sharing invaluable information online about their pref-erences and behavior. Correctly understood and leveraged, these insights can potentially help allfunctions of drug development - from R&D to pharmacovigilance - to produce and promote moreeffective and safer treatments.We -- at US -- are delighted to share this latest state of social brieng on pharma and healthcare,part of our ongoing executive series on trends in new and social media. At US, we help companiesand organizations leverage and navigate the Second Digital Age -- in which brands become socialand consumers drive the terms and speed of engagement.Read on>US+PARTNERS 1674 Broadway 4th Floor New York, NY 10019 T 1-212-712-9119
  • 3. THE CONTEXT & THE NUMBERSGood health is now as important to some consumers as having the shiniest, biggest status symbols:increasingly, consumers will expect health products and services to prevent misery if not improvetheir quality of life, rather than merely treating illnesses and ailments. Some signs of the times: 73% of US consumers consider being physically t important to being well, with 74% in- cluding feeling good about themselves. (Source: The Hartman Group, August 2010) An estimated 500 million people worldwide are expected to be using mobile healthcare applications by 2015. (Source: Reasearch2Guidance, November 2010) There were nearly 17,000 health apps available in major app stores in November 2010, with 57% of them being aimed at consumers rather than health care professionals. (Source: Research2Guidance, November 2010) The heaviest use of health or medical related apps is by young adults: about 15% of those aged 18 to 29 have such apps, compared to 8% of users aged 30 to 49. (Source: The Pew Internet Project, October 2010)In the next 12 months, count on even more personalization (self-monitoring) technologies be-coming portable or even wearable, as well as getting cheaper (the smartphones held by many con-sumers are now more advanced than most dedicated medical devices).Also, both regular and dedicated medical social networks give audiences a platform to share, compareand discuss their personal health issues with other consumers. Patients are engaging in online conver-sations about medications/health products and services - whether companies participate or not.US+PARTNERS 1674 Broadway 4th Floor New York, NY 10019 T 1-212-712-9119
  • 4. THE NEW LANDSCAPEThe consumerization of health means that more consumers will choose products with embeddedhealth benets that are actually well-designed, desirable, accessible, fun, tasty, interesting or storied.Some examples: The Strollometer is a device that tracks all aspects of a new mothers strolling routine. On the display screen of the gadget, moms can check their speed, distance traveled, time spent exercising, average and maximum speeds, and the temperature outside. Once the strolling session is over, moms can then enter their data on the website and see their results in terms of calories burned. Sleep On It is a mobile app that allows users to track their nightly sleeping patterns. The free tool can determine what factors may be affecting their sleep and how much sleep they need each night to feel rested and energized. Sleep On It allows users to track the length and quality of their sleep, as well as time spent snoozing and mood to see how sleep im- pacts their overall health and quality of life. Philips DirectLife is a small, lightweight, wearable monitor that builds up a detailed record of users daily activities. Users data is uploaded to their personal DirectLife site, showing how many calories were burned throughout the day. Users track their progress against their per- sonal targets, and have access to an online personal coach. Users can also compare them- selves to other members and connect with the online community to encourage them to share tips and stay motivated. Both Microsoft and Sony have recently released motion-sensing game controllers: the X- Box Kinect and Playstation Move. The systems use cameras (and a controller for the Move) to detect users movements during gameplay. The controllers were designed not only to heighten the gaming experience but also, much like the Nintendo Wii, to add a physical and healthy dimension to it, with games like EA Sports Active 2 and Get Fit with Mel B.And dont rule out personalized services. Patients are creating their own social net-works to help them to become active and discuss their individual health concerns and monitortheir efforts to become healthier. Non-corporate and non-industry helpsites are cropping up tosupplement and challenge company-speak. Some examples:* Temptd - a new platform that helps individuals take small, measured steps towards improving their personal health and stick with it using the power of social networks* Flow - an Android mobile phone app that monitors water safety for member groups* Patients Like Me - and 23andMe, Alli Circles, MSWatch and other branded patient communities and rival websites offer new ways to help patients share and learn from social networksUS+PARTNERS 1674 Broadway 4th Floor New York, NY 10019 T 1-212-712-9119
  • 5. People share what works; what they trust to be true. If your mental model is that you need estab- lished companies to help you to become and stay healthy, thats not how the market works anymore. Theres been a dispersion of activity; networks of individuals versus institutions and establishedbrands. Those informal, social networks are the most trusted and comfortable ways to explorenew health care approaches; they are the most inuential in purchasing decisions. They carry themost clout as sources of medical information. Thats what health care looks like in 2011.CASE STUDIES/ Going SocialWHAT IS. How are some companies and brands responding to the challenges so far? By turningthe prevailing wisdom that pharma is too regulated to go social on its ear. True, there are impor-tant legal and privacy considerations and policies that exist in the pharma and healthcare worlds.Yet we, at US, applaud some of the creative efforts that companies and brands have taken so far togo social despite these challenges. Its not about deciding whether or not to go social. Your pa-tients and consumers are already there. Rather, its more a matter of how to go social in newways. With less risk. US is innovating how brands in this sector can embrace digital more effectively.Heres a look at some ways that key companies are experimenting so far with social media toboost sales, raise awareness and build afnity for select products and services:* Glaxos* Bayer-Schering Pharmas World Contraception Day* Johnson & Johnsons BTW Blog* Psoraisis 360 by JanssenWHATS NEXT. At US+Partners, we think its all just the beginning. Much more is possible.US+PARTNERS 1674 Broadway 4th Floor New York, NY 10019 T 1-212-712-9119
  • 6. QUICK TIPSShould you be on Facebook, Twitter and LinkedIn? LinkedIn is a business network and a greatplace from which to source physicians. The problem is that not a lot of conversation happens there.Its good for introductions and for trying to take conversations elsewhere. There are LinkedIngroups, and some are very active but many are not. Twitter is a great place to share thought lead-ership and nd out which conversations youre missing.Pharma Wall. This is an alternative to Facebook that allows you to protect the conversations thatyour company is having from just any old commentator that happens along. The purpose ofPharma Wall is not to censor conversations or mute people who disagree. Rather, its to honor thepractices and policies that Pharma has in place, yet still allow engagement among key consumers.Its important to have workow tools for social media in Pharma, and this is one of them.Its not totally about YOU. One of the things people do when they start conversing on social me-dia networks is forget to talk from the we side of things. Instead, drug companies tend to tellpeople what they should buy and why. Patients, though, are looking for information from their sideof the conversation. Theyre not just looking for information about your drug; they are looking fornew ways to maintain and improve their lifestyles. If someone has diabetes, they what to knowwhat to avoid, what they can do better and how you can help them to make tough decisions moreeasily. Theyre looking to have a conversation from their side of the fence. They want conversa-tions that make the patient the hero -- not a conversation that pushes your drug.Listening is the new black in pharma. Use social media to listen and better understand what peo-ple are saying about you and the issues challenging you as a company. What are some of thesetools? There are professional tools like Radian6 and Trackur that all have different levels of listeningability. And there are others -- Spiral16 and Crimson, to name just a few. Sure, you can employsome tools to listen for free but that wont get you all the info you need and it wont help you tolog data thats needed for reporting. Best yet? Task your staff to do it. This is not idle chatter.Its all about the connections. If we had to pinpoint one thing you need to be doing with socialmedia, your No. 1 priority would be to foster new connections with people. Build relationships be-fore you need a business function to come of it. Using social media, this could mean using socialnetworks to promote patient-to-patient referrals or raise awarness by drawing attention to favor-able articles. Be on the social networks that your patients are. If you think patients and consumersare there, they probably are. Go there. If youre not in those conversations, youre irrelevant.US+PARTNERS 1674 Broadway 4th Floor New York, NY 10019 T 1-212-712-9119
  • 7. OPPORTUNITIES AND TRENDS We believe theres a lot more to be done -- despite the unique policies and regulations of the sec-tor. Some areas were forging:Peer-to-peer networks: As growing numbers of consumers are choosing to turn to social net-works for the information that matters to them, were helping some of our clients make better useof private social networks -- member-only communities of consumers that are equipped to helpeach other grapple with specic illnesses, relationships or experiences. These new types of socialnetworks help support patients as they seek treatment or help others to get it. Example: and its private social network of returning Iraq war veterans. Weve helped them to gure out a digital way to help others help themselves. Their private networks host member-only, patient-to- patient conversations that patients can trust, enhancing their crediblity and yours. Augmented reality: Embedding the mobile images of a patients world with meta-data about health threats and opportunities in real-time. Which foods contain transfats and which do not? Which sh are mercury-free and which are not? Where is it safest to swim? Which herbs can help alleviate your symptoms - right now?US+Partners is working with healthcare monitoring apps that provide a service to companies andoffer new ways for customers to engage with them in the name of safer places and experiences.Personalization: Weve already alerted you to Temptd. There are dozens of other social networkscropping up that are giving self-help the power of the crowd. Another of our favorite crowdsour-ced self-monitoring apps? FLOW -- giving citizens the power to monitor water safety for brandedgroups that need it. The new health is data-driven. US+Partners is working to provide brandedapplications to interested clients looking to out-innovate their competitors in the pharma/healthcare eld.Let US help you innovate -- not simply play catch-up with your competitors.US+PARTNERS 1674 Broadway 4th Floor New York, NY 10019 T 1-212-712-9119
  • 8. GO AHEAD. GO SOCIAL....


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