"Time to Get Social" BIOCOM CRO Workshop

Branding / Marketing and Advertising / Interactive / Investor Communications

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BIOCOM CRO “Time to Get Social”

May 28, 2014

#GetSocial#BIOCOMCRO


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AGENDA

What is Social Media? What is Social Media NOT?

How is It Being Used Most Effectively? (Best Practices)

How is It Being Used in Biopharma and by CROs?

How Do You Start? How Can You Evolve Your Plan and Profile

(Audit)? How is Social Media Used to Recruit

Patients? What’s the Latest on Social Media Press

Releases? The Future: Where is Social Media Headed?


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“Social”

Participatory, active, inviting Incessantly incremental Ongoing


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“Media”

Cross-digital (desktop, tablet, mobile) platforms that empower and enable social media to occur.

Participants drawn together by: Interest Information Industry

Different platforms satisfying different needs at different times.


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Different platform. Different needs.


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“Traditional” Social Media

Founded: 2004 Founded: 2006 Founded: 2003

Founded: 2004 Founded: 2004


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“Visual” Wave of Social Media


Founded: 2009 Founded: 2013


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Emerging Social Media: “New Blood”


Founded: 2011

Founded: 2013Founded: 2012


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Beyond the Platforms, What are the Top Tactics?

Blogs Microblogging (e.g., Twitter) “Social” PR (court bloggers, prolific posters) Blog/Posts Commenting Online Video (e.g. YouTube, Vine,

Instagram) Photo Sharing (e.g. Flickr, Fotki) Podcasting Presentation Sharing (e.g. SlideShare)


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Social Media Platform Tools (no 24/7 worries)


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Why Social Media Matters


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Why Social Media Matters?


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How is Social Media Changing and Evolving?

Platforms are continuing to “borrow” from each other’s best ideas and practices; e.g. Facebook posts using hashtags; Twitter profiles transitioning to Facebook-like design.


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Social media is becoming increasingly visual-based (as opposed to just text, i.e. Posts, Tweets, etc.)


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Mobile is becoming the first screen – and increasingly the first choice for social media usage. Closer look at Facebook . . .


16Social Media Best Practices

Have a plan and work it. Pick your networks (selectively). More is not necessarily better.

Remain true to your company, your brand and yourself.

Provide good, shareable content. Give value. Update regularly and consistently. Seek the positive, but learn from the negative. Invite interaction and feedback. (“Like,”

“Follow”, “Share.”)


17SM Best Practices at Work: Starbucks


18SM Best Practices at Work: IBM


19SM Best Practices at Work: Zappos “Tweetwall”


20SM Best Practices at Work: Ford/Scott Monty


21When Social Media Goes WRONG!






24How is SM Being Used by Biopharma and . . .


25 . . . CROs in Our Backyard


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How Do You Start?

Determine your SM “pitch” (<140 characters).

Decide on objective of the program. Awareness? Audience builder? Expertise

positioning? Come to terms on how you’re

perceived. Unknown? Not valued? Or loyal advocates?

Recognize how your audience uses social media.

Get breaking news? Get educated? Share data?


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How Do You Start?

Reach consensus on how your SM program defines you.

Determine how to be genuinely “social” = human.

Agree on metrics and measurements that matter to you.


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How to Evolve the Plan as the Company Grows

Augment the “traditionals” (LI, TW, FB, YT) with other networks that will amplify your reach.

Get serious about Google+: Google Hangouts, SEO

Actively monitor, measure, modify. Move from casual chat to scheduled

engagement. Find the SM gap your company can fill. Establish, support and proliferate your

expertise. Thought leadership blogs. Address

trends/developments. Sponsor polls, surveys. Generate

infographics.


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The “Underappreciated” Network

Google+ provides an ideal venue for sharing your company profile in a readily searchable manner.

Pushing nearly 400 million MAUs, Google+ is vaulting Twitter to become the second most used network.

Google+ “Hangouts” is a video chat tools enabling simple, easy Q&A’s, launches, virtual conferences, webinars, etc. Allows up to nine private chats at once.

Since it is a primary Google product, it directly and quickly impacts page rankings and SEO.


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Hangouts


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The Business Case for Blogging

434% increase in “indexed” search pages for businesses with a blog = businesses with a blog are found on 4X the number of search pages.

Average % cost per lead of various marketing strategies: Tradeshows: 47%, Direct Mail: 27%, Telemarketing: 21%, SEO: 13%, Blogging: 9%.

Average % lead acquisition by companies through internet marketing channels are: 57% Blog, 57% LinkedIn, 48% Facebook, 42% Twitter (HubSpot).

Blogs: #1 most trusted social media source.


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The Business Case for Blogging


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What is the Ultimate ROI of a SM Program?

Customer retention. Strengthen relationships.

Incremental increase in exposure = warm leads.

Unfiltered access to customers and prospects.

Detect problems before they become widespread.

Positions you to be first to hear good news and bad.

Transforms business to be omnipresent and ubiquitous.

Enables you to create ambassadors, influencers and “fan” that sell on your behalf.


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Measuring Social Media Engagement

DIRECT: Tweets, Retweets, Favorites, Follows, Shares, Reshares, Comments, Likes

INDIRECT: Purchase of services based upon a SM referral OR taking action based upon a referral


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Social Media Analytics (Example: Twitter)


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How to Audit Your Current SM Profile?

Locate all your SM profiles; determine inconsistencies.

Universally update – job duties, certificates, new skills.

Examine profiles of competitors, influencers, etc.

Re-assess SM goals: Followers/fan growth? Referral traffic? Hard and soft leads?

Content & “look & feel” audit. Introducing new content regularly? Professional appearance?

Determine profile growth plan. Improvement opps.


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How is Social Media Used to Recruit Patients?

Currently used in only 11% of trials (Tufts)

Pressing concerns remain on: Violating patient privacy and confidentiality. Jeopardizing research integrity. Influencing patient’s “receptivity to

participation.” More passive approach generally used; i.e.

placing banner ads on SM sites; limited direct contact.

Current trend is garnering input from interested/informed SM communities on planning, protocol.

Significant gap b/w early adopters and laggards.


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SM and Patient Recruitment: Mayo Clinic

In 2011, the Mayo Clinic used SM to recruit patients for a spontaneous coronary artery dissection (SCAD) study.

Mayo successfully recruited all 12 subjects for the (SCAD) study within one week.


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Factors Contributing to Mayo’s SCAD Success

1) Research focused on rare disease; motivated patients seeking answers and support.

2) Concentrated, organized patient population.

3) Patient ownership of process.4) Favorable demographics: SCADS inflicts

women 2-1; skews pre-menopausal women.

Younger women among top users of online info

5) Mayo’s brand awareness and reputation. Established SM infrastructure and adeptness.

6) Lack of geographic restraints.


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Lessons Learned: Using SM to Recruit

1) Not a replacement for current recruitment tools, but as a means to augment them.

2) Look for incremental ways to introduce into aspects of trials; e.g., feasibility, protocol design.

3) Chances for success increase dramatically when recruiting for rare diseases w/ motivated patients.

4) Greatest likelihood is to reach patients part of disease-centric online community/advocacy groups.

5) Place banner and PPC ads on sites.6) Use along w/ overall digital channels.


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Lessons Learned: Using SM to Recruit


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How to use SM for Social Media Press Releases

Be sure contact info includes your SM links.

Use links in every paragraph: SM = brief

Leverage interactive: Instagram, Pinterest, SlideShare

Headline needs to be engaging, action-oriented.

Accommodate bloggers as much as traditional media.


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The 140-Character Release for Twitter


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The 90 Character + Image Release for Facebook


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Image Release for Pinterest & Instagram


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7-15 Second Video Release for Vine


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Social Media: The Future

1) Catering more to niche audiences. 2) Embracing mobile.3) Intuitive, inviting design.4) Solution based, not novelty.5) Ensuring privacy.6) Multi-layered, multi-media, multi-

dimensional.


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Thank you!

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