Peppers & Rogers Group has created a five-part agenda for establishing a social media practice that will allow payers, providers, pharma companies and others to do see real economic and relationship impact.

1. make
an
impact!
5 Steps in Healthcare's Social Media Agenda
April 25, 2012
COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 1

2. Today’s Speakers
Marc Ruggiano Dietrich Chen, Ph.D. Elizabeth Glagowski
Partner, Director, Executive Editor, Strategy
Peppers & Rogers Group Peppers & Rogers Group Peppers & Rogers Group
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 2

3. Event logistics
Please turn off your pop-up blocker
• You will not be able to participate in today’s survey
Download a PDF of today’s slides
• Click the green PDF icon
Have a question for the presenters?
• Click the red Q&A icon
Helpful tools
• Click the gold question mark for help with technical issues
• Enlarge slides when needed
• Twitter Hash tag: #prghealthcare
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 3

4. Agenda
Why Social Media Is Important in Healthcare
5 Steps in Healthcare's Social Media Agenda
Self-Diagnosis
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 4

5. Why Social
Media is Important
for Healthcare
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 5

6. Time spent on traditional media is shifting toward
online and Social Media
??
TV Outdoor
How do we
identify, engage
Press Radio and serve
existing and
prospective
customers on
Time spent online is chipping away online channels?
from TV and other traditional
media
Portals, online communities, and social media are not alternative channels anymore!
That is where the conversation is taking place
COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 6

7. Social Media has gone mainstream and ubiquitous
• 70% of all web content is consumer-
generated media
• 50% of the world population is under 30;
96% of those have joined a social
network
• 25% of all website page views point to
the top 10 social networking sites
• 78% of consumers trust peer
recommendations by social media
• 34% of bloggers post opinions about
products and brands – there are 112
million blogs, and 120,000 new
blogs/day
COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 7

8. And a large portion of consumers is already seeking out health
Consumer reviews top the list of health information
information through social media
viewed through social media
Percentage of consumers viewing health information
through social media
PwC Health Research Institute – Social media “likes” healthcare
3
Chart Pack
COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 8

9. Nearly 30% of consumers have supported a health
Consumers cause or media for health-related activities
related use social commented on others’ health
experiences via social media
Percentage of consumers who use social media for
health-related activities
PwC Health Research Institute – Social media “likes” healthcare
4
Chart Pack
COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 9

10. Consumers appreciate services offered through social media channels
by providers, insurers, and pharma
Percentage of respondents finding Percentage of respondents finding value in
value in services offered by healthcare services offered by health insurers and drug
providers via social media companies via social media media
COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 10

11. 45% of consumers said information found via social media
Social media plays an important roleseek a second opinion
would affect their decision to in influencing consumers’
decisions related to health
Likelihood of information found via
social media affecting health decisions
PwC Health Research Institute – Social media “likes” healthcare
Chart Pack
COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 11

12. Consumers are more likely to trust information from
and shareare more willing towith information, the providers
Consumers information share healthcare more they trust
their healthcare partner
Likelihood to trust and share information
via social media
PwC Health Research Institute – Social media “likes” healthcare
Chart Pack © 2012. ALL RIGHTS PROTECTED AND RESERVED.
COPYRIGHT 12

13. 5 Steps in
Healthcare's Social
Media Agenda
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 13

14. Social Media Success – a 5 Part Plan
1
Under-
stand It
5 2
Embrace
Include It
It
Social
Media
Success
4 3
Observe
Explore It
It
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 14

15. 1 Understand it
Some common concerns about But Social Media is here to stay –
Social Media… with consumers being active
participants and seeking control of
their own health
“…we are looking to
the FDA since we are • Familiarize yourself with social
so highly regulated...” media concepts, tools, and
“…social media vendors
can be
paralyzing..”
• Learn from the experience of
early adopters in healthcare and
research best practices
“…it’s still so • Understand which social media
new, what’s the channel is most appropriate for
ROI?..” your specific goals
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 15

16. 1 Best Practice:
GlaxoSmithKline (GSK) leverages
social media in a variety of ways:
• Facebook:
– Share company news
– Answer subscribers’ questions
– 24,000 “likes”
• Twitter:
– Report news and other
company activities
– 6,500 followers
• Flickr: photos that journalists are
free to use
• YouTube: videos about financial
performance, philanthropic
activities
• LinkedIn: healthcare networking
and recruitment
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 16

17. 2 Embrace it
Healthcare companies must harness
this opportunity
• Make social media a defined and
formal part of your business
• Establish a budget appropriate for
your goals
• Determine which areas would most
benefit from social media
• Make social media education a
formal objective for key employees
• Designate a social media subject
matter expert
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 17

18. 2 Best Practice:
Roche Social Media Playbook Summary
• Four page document, text only
• Outlines Roche’s philosophy on social media
• Establishes a set of ground rules and principles
• Establishes seven rules of communication
– When speaking about Roche as an employee
– When speaking on behalf of Roche as an
employee
• High degree of employee latitude with caution on
product, financial info
• Typically playbooks include comprehensive
background materials on social networks; Roche
assumes prior knowledge and does not attempt to
educate on either social media itself or Roche’s
social presences (may be in training or in an internal,
more comprehensive version of this document)
Public version can be found at
http://www.roche.com/social_media_guidelines.pdf
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 18

19. 2 Best Practice:
Roche Social Media Principles in Short
7 Rules for PERSONAL online activities 7 Rules for PROFESSIONAL online activities
Speaking “about” Roche Speaking “on behalf of” Roche
• Be conscious about mixing your • Follow the Roche Group Code of
personal and business lives Conduct and Communications Policy
• You are responsible for your actions • Follow approval processes for publica-
tions and communication
• Follow the Roche Group Code of
Conduct • Mind Copyrights and give credit to the
owners
• Mind the global audience
• Use special care if talking about Roche
• Be careful if talking about Roche. Only
products or financial data
share publicly available information
• Identify yourself as a representative of
• Be transparent about your affiliation
Roche
with Roche and that opinions raised are
your own • Monitor your relevant social media
channels
• Be a “scout” for sentiment and critical
issues • Know and follow our Record Manage-
ment Practices
COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 19

20. 3 Observe it
Critical steps in monitoring social media
conversations
• Define objectives and goals (e.g.,
alerts when consumers post negative
or positive comments)
• Decide where to monitor – start by
monitoring conversations for a period
of time to understand what types of
topics are being discussed
• Develop an interaction plan that
meets objectives
• Create a comprehensive monitoring
strategy, including a formal ‘listening
program
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 20

21. 3 Best Practice:
“…its’ important that
UCB Pharma, a biopharma focused we are listening and
on severe diseases, uses social not afraid of adverse
media “listening” to gain insights: events..”
• Shape clinical trials and
messaging by listening to patient
conversations on sites like “…if we are not listening
PatiensLikeMe.com authentically, and if we’re not
being open, we’re sending a
• Scan for AE: message that ‘we really don’t
– “Scrape” conversations want to hear from you.’..”
patients are having online
– Identify keywords that could
raise AE issues “…we listened to patients
– Rate of AE is about 2-3% of all passively. And we heard
comments something, a nugget of
information, that...
helped us narrow the
field…”
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 21

22. 4 Explore it
Pilot programs are key in the learning
process
• Identify several social media pilots or
proof of concept opportunities (e.g.,
“crowd-sourcing” pilot for product
development)
• Execute and evaluate the outcome
of the pilots
• Capture lessons to inform
refinements and next steps
• Extract data and develop business
case for investing and participating
in social media
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 22

23. 4 Best Practice:
Medicis is the leading independent specialty
pharmaceutical company in the United States,
focusing primarily on the treatment of dermatological
and aesthetic conditions
Medicis wanted a community model to support
marketing for a new product
• Created a private seed community of 200 people:
Survey about beauty, aging, and perceptions of
products and treatments in the market
• Helped design a microsite
– Chose the community elements (video blog,
private community, email newsletter, Q&A
features, real people stories)
– Helped shape the editorial strategy
• Filmed a six-episode web series to educate
consumers
• The community discussed the episodes and
specific treatment options
COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 23

24. 4 Best Practice:
Results
• Requests for specific products
increased 400% at featured
doctors’ offices
• Visits to featured doctors doubled
• With only word of mouth
promotion, 50,000 women visited
the website in the first six weeks
• Medicis was awarded an IABC
Golf Quill for the campaign
COPYRIGHT © 2012. ALL RIGHTS PROTECTED AND RESERVED. 24

25. 5 Include it
Social Media needs to be aligned with
corporate strategy
• Identify and document a clear set of
social media priorities
• Determine a budget that identifies
investment resources
• Gather support from key stakeholders in
the organization
• Ensure that the social media strategy is
aligned with the company’s overall
business and customer strategy
• Communicate the expected outcomes
to employees and stakeholders
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 25

26. 5 Best Practice:
Mayo Clinic has woven social activity
throughout its operations:
• Mayo Clinic Social Media Health Network:
– Serve as a resource for health-related
organizations (Peppers & Rogers Group
is a member)
– Provide webinars, workshops, boot
camps, online curriculum to train
healthcare professionals on the use of
social media
– Offer consulting and coaching on
aligning social media strategies with
business goals
• Facbook/Twitter: Doctors share insights
quickly
– Report news and other company
activities
– 6,500 followers
• Blogs: Share information and encourage
questions
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 26

27. Self-Diagnosis
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 27

28. Social Readiness Checklist
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 28

29. We can help you understand the social media landscape, what
strategy options are available, and how to test and deploy them
1 2 3 4
Social Social Social Pilot
Media Media Media Programs and
Assessment Strategy Strategy
and Insights Deployment
Options Design
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 29

30. PRG Healthcare Practice Activity
1. Social Media and Trustability Assessment and Working Sessions
• Assess the social media and trust capabilities at your organization
• Schedule your own on-site working session for your colleagues
• Contact Tom Schmalzl at tschmalzl@peppersandrogersgroup.com
2. Peppers & Rogers Group Healthcare Webinar Series
• “Case Study: Making the Consumer-centric Transformation” – May 17
• View archived webinars
• Register at http://www.peppersandrogersgroup.com/healthcare
3. Follow us on Twitter @PeppersRogers
4. Follow us on Facebook.com/PeppersandRogersGroup
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 30

31. Q&A Session
Marc Ruggiano Dietrich Chen, Ph.D. Elizabeth Glagowski
Partner, Director, Executive Editor, Strategy
Peppers & Rogers Group Peppers & Rogers Group Peppers & Rogers Group
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 31

32. Marc Ruggiano Dietrich Chen, Ph.D.
Partner Director
mruggiano@peppersandrogersgroup.com dchen@peppersandrogersgroup.com
+1.203.989.2189 (office) +1.203.989.2200 (office)
COPYRIGHT © 2011. ALL RIGHTS PROTECTED AND RESERVED. 32