dhc klick social media landscape q1 2013 summary (c)

BEST IN CLASS SOCIAL MEDIA LANDSCAPE:

Q1 - 2013

AGENDA

INTRODUCTION

CAVEATS

METHODOLOGY

INSIGHTS

NEXT STEPS

SOCIAL MEDIA LANDSCAPE / AGENDA

INTRODUCTION

GENESIS OF THE PROJECT:

SOCIAL MEDIA LANDSCAPE / INTRODUCTION

Clear need for an industry-wide conversation

Time is right as there are now many mature examples

OUTPUT OF THE PROJECT:

SOCIAL MEDIA LANDSCAPE / INTRODUCTION

DHC database

This talk

Full report

Kudos to Dose of Digital for kick starting their wiki

SOCIAL MEDIA LANDSCAPE / INTRODUCTION

DHC the independence and authority to push this project forward and to keep it alive with quarterly updates

DHC and Klick Health created a new index

SOCIAL MEDIA LANDSCAPE / INTRODUCTION

WHY US?

MANY years experience in digital healthcare marketing

As a team, we bring a powerful mix of domain expertise and 3rd party independence

CAVEATS

SOCIAL MEDIA LANDSCAPE / CAVEATS

This is not the end. It is the beginning.

SOCIAL MEDIA LANDSCAPE / CAVEATS

Where we are as industry What we can learn What we can do

INTENTION IS TO START A CONVERSATION ABOUT

We’re inferring the goals of the sites based on our expertise.

SOCIAL MEDIA LANDSCAPE / CAVEATS

This is not endorsed by the FDA, but represents a collection of endeavors that have been around for a while and have not generated warning or untitled letters. Draw your own conclusions and proceed according to your own comfort levels.

SOCIAL MEDIA LANDSCAPE / CAVEATS

METHODOLOGY

DHC indexed 3500 social properties in Pharma, Biotech, & Medical device verticals

SOCIAL MEDIA LANDSCAPE / METHODOLOGY

SOCIAL MEDIA LANDSCAPE / METHODOLOGY

DHC AND KLICK NARROWED IT DOWN TO 21

!  Corporate page

!  Affiliate page (HCP or group associated with the Corporation)

!  Automatically generated "Community" pages

!  Pure spam

FILTERED OUT 3RD PARTY AND "SPAMMY" PROPERTIES

4 TIERS OF PROPERTY

ANALYSIS

RATINGS FOR EACH ATTRIBUTE

SOCIAL MEDIA LANDSCAPE / ANALYSIS

Popularity Editorial Comments / Interaction Engagement

Apps Integration Regulatory Ratings (")

(Facebook only)

CATEGORY NOTES RATING

Popularity We tried to get a feel for engagement and influence of the property using raw numbers and, where possible, 3rd party tools.

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Editorial This is a judgment call based on the materials found on the channels. Do they look like they will appeal to the audience? Is the frequency right?

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Comments Are social users responding to the content? Comments, likes, retweets, mentions, etc. This is an indication of the quality of fan engagement.

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Engagement Is the channel responding to other users? We look for appropriate reactions to mentions and requests for discussion. Contrast with “broadcast” use of the channels.

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Apps On the Facebook channel we look at the Apps and make a call about how useful they are to Facebook fans.

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Integration We look at other digital properties for the brand / corporate / condition channel such as websites and other social channels and see if they cross-pollenate.

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Regulatory Using industry norms and best practices, largely unwritten, we look to the channel use and make a judgment call on whether it’s likely to attract the attention of the FDA.

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RESULTS COMPARED TO TYPICAL DRIVER FOR EACH AUDIENCE

SOCIAL MEDIA LANDSCAPE / ANALYSIS

REPORT STRUCTURE

FACEBOOK BRANDED AND CORPORATE

TWITTER BRANDED AND CORPORATE

YOUTUBE BRANDED AND CORPORATE

SOCIAL MEDIA LANDSCAPE / REPORT STRUCTURE

REPORT HIGHLIGHTS

BRANDED FACEBOOK

A page devoted to the Generess charitable program: I Am Generess as well as branded product information.

BRANDED / FACEBOOK / GENERESS OVER%ALL%RATING:%%"""

OVER%ALL%RATING:%%""" BRANDED / FACEBOOK / GENERESS

WHAT WE CAN LEARN FROM THIS CHANNEL:

CORPORATE FACEBOOK

OVER%ALL%RATING:%%CORPORATE / FACEBOOK / GLAXOSMITHKLINE """

The GSK corporate page on Facebook has the highest fan base of the pages reviewed.

OVER%ALL%RATING:%%"""

WHAT WE CAN LEARN FROM THIS PAGE:

CORPORATE / FACEBOOK / GLAXOSMITHKLINE

BRANDED TWITTER

OVER%ALL%RATING:%%"""

The granddaddy of branded pharmaceutical social media. The brand is far in the background, the tweets are all IndyCar with the occasional shout out to the sponsors and in many images showing logos.

BRANDED / TWITTER / RACE WITH INSULIN

OVER%ALL%RATING:%%"""

WHAT WE CAN LEARN FROM THIS ACCOUNT:

BRANDED / TWITTER / RACE WITH INSULIN

CORPORATE TWITTER

OVER%ALL%RATING:%%CORPORATE / TWITTER / GLAXOSMITHKLINE """

A global corporate account that sets the standard in pharma for interaction with other social media participants.

OVER%ALL%RATING:%%"""

WHAT WE CAN LEARN FROM THIS ACCOUNT:

CORPORATE / TWITTER / GLAXOSMITHKLINE

BRANDED YOUTUBE

OVER%ALL%RATING:%%"""

A nice example of an extensively customized YouTube channel that incorporates brand patient testimonials in a highly visual and interactive way.

BRANDED / YOUTUBE / PSORIASIS MATTERS

Custom Channel

"""

An example of a YouTube watch page that has media used to present ISI and related videos limited to the channel.

BRANDED / YOUTUBE / PSORIASIS MATTERS

Watch Page

OVER%ALL%RATING:%%

OVER%ALL%RATING:%%"""

WHAT WE CAN LEARN FROM THIS CHANNEL:

BRANDED / YOUTUBE / PSORIASIS MATTERS

CORPORATE YOUTUBE

OVER%ALL%RATING:%%"""

A good example of an enhanced channel with enough content to make some inferences about what topics resonate with the YouTube audience.

CORPORATE / YOUTUBE / JOHNSON & JOHNSON

Enhanced Channel

OVER%ALL%RATING:%%""" CORPORATE / YOUTUBE / JOHNSON & JOHNSON

WATCH PAGE AFTER CORPORATE CAMPAIGN

CORPORATE / YOUTUBE / JOHNSON & JOHNSON """

100,000+

30,000 - 100,000

UNDER 30,000

Video Analysis

OVER%ALL%RATING:%%

""" CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER%ALL%RATING:%%

WHAT WE CAN LEARN FROM THIS CHANNEL:

SUMMARY OF INSIGHTS

SOCIAL MEDIA LANDSCAPE / SUMMARY OF INSIGHTS

CROSS CHANNEL REGULATORY

WHAT WE KNOW SO FAR: !  Corporate channels are much more advanced than branded

or condition channels

!  DTC rules about ISI are clear

!  Think about all of the consumer approach vectors to your information. Make sure you're compliant on all vectors !  e.g., Google search results, social sharing meta data

!  FDA understands that user generated content is the user’s. Allowing sharing is completely ok, as long as you don't populate the shared content with material that violates the rules

INSIGHTS – BRANDED

SOCIAL MEDIA LANDSCAPE / INSIGHTS – BRANDED

CURRENT STATE OF THE NATION IS: Comments are turned off, and social is used as broadcast

NEXT HORIZON: !  Finding a way to interact in a branded context !  For example: I Am Generess

INSIGHTS – CORPORATE

SOCIAL MEDIA LANDSCAPE / INSIGHTS – CORPORATE

!  Offline brand = online followers. The bigger you are offline, the bigger you are online.

!  Understand the role of your social property. Track metrics that matter. (Total fans vs. regional share)

!  You can request that spam sites are taken down. You own your brand, and the social channels will support you

WHAT’S NEXT

SOCIAL MEDIA LANDSCAPE / WHAT’S NEXT

Get the full report:

If you're interested in this type of content, check out the FUTURE15 App in the iTunes App Store.

http://digitalhealthcoalition.org/ http://klick.com/

SOCIAL MEDIA LANDSCAPE / WHAT’S NEXT

As an industry we're always learning. As the FDA letter about site search from January 29th shows, we need to learn from each other.

If you know of a site that should be here, we need to know about it.

HERE'S HOW:

If you're interested in this type of content, check out the FUTURE15 App in the iTunes App Store.

http://digitalhealthcoalition.org/publications/social-media-landscape/ @digitalhealthco

@klickhealth