dhc webinar pharma social media best...

© 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

• 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

http://www.digitalhealthcoalition.org/


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


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


BY AGE GROUP

+ +

+ +


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


SECTION 01

8

USE OF SHORT FORM

VIDEO


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…


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


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


SECTION 02

12

MODERATION BEST

PRACTICES


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


• 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”


[ no evidence of hiding ]

[ 83% / 54% / 64% / 43% ]

Post Frequency 4 / week 4 / week (approx.) 7 / week

• Corporate, friendly tone

• “industry standard” responses


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


567 comments

41 brand responses 24%


• Seem to be from strict response matrix

• Account tagged in responses

• Average: 29.1

• High: 93.9

• Low: 1.7


• AE reporting

• Encouragement

111 comments

27 brand responses

Moderation Type Weekdays 7 days a week Weekdays






• Account tagged in responses


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


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


SECTION 03

17

CORPORATE, BRANDED,

AND UNBRANDED BY

PLATFORM


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

mailto:[email protected]

© DIGITAL HEALTH COALITION + KLICK HEALTH KLICK HEALTH / 19

19


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


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


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

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BRANDED

294,280


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


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+


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


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


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.


BRANDED WITH COMMENTS

31 31

• 31% (15) of Branded Facebook pages have

comments turned on

• 69% (33) of Branded Facebook pages have

comments off


“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


SECTION 04

33

TOP PAGES ACROSS THE

PLATFORMS



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.




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.


UNBRANDED


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.


UNBRANDED (TWITTER)


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


QUESTIONS



Innovation Team

Takeda


SECTION 05

39

WHAT'S AHEAD IN 2018


FRANCHISE PAGES


FULL CLAIM POSTS ABOUND

FULL ISI BALANCED STATEMENT


CAROUSELS ARE BECOMING POPULAR


LEAD GEN ADS


FACEBOOK CONTENT & MEDIA

44

• Recent change to how “Ads Posts” are created

• Organic posting requires both Ad and Page

account access


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


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


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


QUESTIONS


QUESTIONS

Mark Bard Founder

Digital Health Coalition



Innovation Team

Takeda

Brad Einarsen Senior Director, Social Media

Klick Health

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