Social is the New Direct to Consumer - How healthcare and life science brands can utilize engaging content, powerful analytics, targeted buyer personas and inbound strategies to reach and advertise to the right health consumers at the right time. According to a few published studies: 2% of adults used the web to find health information 43% use social media to source information 45% of users 45-64 share health experience via social media 56% likely to engage 46% of patients trust their friends online for health info 70% of patients take the info to their physician

1. Social is The New DTC
Malcolm Bohm
Chairman & CEO, Liquid Grids
liquidgrids.com
@liquidgrids

2. Malcolm Bohm
Chairman & CEO, Liquid Grids
 President & Founder Trialytics
 EVP Aspreva Pharmaceuticals
 NA Head of Cardiovascular, Novartis
 Worldwide Team Leader for Viagra
 Expert in Advanced Data Analytics
 Physiologist
The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
@liquidgrids
2

3. 158,000,000
41,000,000
liquidgrids.com
@liquidgrids
3

4. People Talk About Their Health Online
100,000,000 search, discuss, share health online daily
Chronic Disease
Aging
Obesity
133M
40M
83M
The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
@liquidgrids
4

5. What the Surveys Tell Us
• 72% of adults used the web to find health information
• 43% use social media to source information
• 45% of users 45-64 share health experience via social media
• 56% likely to engage
• 46% of patients trust their friends online for health info
• 70% of patients take the info to their physician
The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
@liquidgrids
5

6. Social has changed Marketing Dynamics
Old Media
Social Media
liquidgrids.com
6
© 2011 Swarmology Inc.
@liquidgrids
6

7. A New Paradigm Online
The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
@liquidgrids
7

8. Understanding the Social Graph
Short posts & blogs
Descriptive Phrases
Conversation & Dialogue
80% Of Consumers
Low
High
Probability of Conversion
liquidgrids.com
@liquidgrids
8

9. Educated
Professional
OR
Homemaker
Decision Maker
- Healthcare
- Domestic wares
Influencer of
- Husband
- Kids
- Other Moms
liquidgrids.com
@liquidgrids
9

10. liquidgrids.com
@liquidgrids
10

11. Health is Shared with Strong Ties
The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
@liquidgrids
11

12. “another round of meds for the
shingles….sure wished they would go away
and stay away forever…be back home in 2
weeks for more tests…loving life”
“sounds like im going to have to be the mean
daughter to my bull headed dad and load his
butt up to drive to the doc tomarrow, he has a
large spot on his hip that itchs and is hot and
im hoping its not the shingles”
liquidgrids.com
@liquidgrids
12

13. Social Health Intelligence
Disease Personas
The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
liquidgrids.com
@liquidgrids
13

14. All The Debbie’s
The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
@liquidgrids
14

15. Disease Personas
The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
@liquidgrids
15

16. The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
@liquidgrids
16

17. Key Insights
The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
liquidgrids.com
@liquidgrids
17

18. Use Context for Content
• Identify ALL people who are mentioning any of
the key terms that define a disease
–
–
–
–
–
By Symptom
By Diagnosis
By Treatment
By Procedure
Other
• Use their language to attract their attention
The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
@liquidgrids
18

19. Hyper Targeted Contextual Ads
• Keywords Analytics
build Contextual Ads
• Campaigns
Attract, Engage and
Convert
The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
liquidgrids.com
@liquidgrids
19

20. Direct to Persona™ Marketing
The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
liquidgrids.com
@liquidgrids
20

21. An Interactive Marketing Tool
1
Create Interactive
Experiences
Gives users complete control over
the viewing experience. Provides
progressively deeper levels of
information/education. All
information necessary to make
decision without leaving client
content.
2
4
4
Make Sharing
Easy and Obvious
3
The entire destination is easily
shared through social media
channels and email. All content
can be updated while unit is in
distribution.
3
Drive Viewers
to Action
Viewers can register for programs
and download coupons and be
directed to doctor offices right from
capsule.
The Healthcare Industry’s Only All-In-One Social Marketing Platform
21
liquidgrids.com
Extend the
Story Visually
Extends engagement via multiple
videos, images,
and the ability to save
and share all or just pieces of
content.
@liquidgrids
21

22. Communicating Healthcare Information
Video Coverage of Topic
Overview of Disease State- Category
Education
Text Documents, Images, Links to Client
Websites and More Information
Call to Action – Enrollment, Physician
Referral, etc..
Video FAQs
Testimonials – KOLs, Physicians, Patients
The Healthcare Industry’s Only All-In-One Social Marketing Platform
22
liquidgrids.com
@liquidgrids
22

23. Ad Placement
PPC
Facebook
Twitter
The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
liquidgrids.com
@liquidgrids
23

24. Smart Retargeting
The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
liquidgrids.com
@liquidgrids
24

25. Case Studies
Return On Investment
liquidgrids.com
@liquidgrids

26. The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
liquidgrids.com
@liquidgrids
26

27. Autosomal Dominant Polycystic Kidney Disease
The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
liquidgrids.com
@liquidgrids
27

28. 28
liquidgrids.com
@liquidgrids

29. The Healthcare Industry’s Only All-In-One Inbound Marketing Platform
liquidgrids.com
@liquidgrids
29

30. Attract People With Highly Contextual Ads &
Content To Make The Right Decisions
Thanks!
Q&A
liquidgrids.com
@liquidgrids

31. Contact Us
For more information please contact
us:
Liquid Grids Inc
4225 Executive Square, Suite 490 La
Jolla, CA 92037
tel
858.768.5139 info@liquidgrids.com
malcolm@liquidgrids.com
The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
@liquidgrids
31

32. The Liquid Grids Advantage
• Social Health Intelligence
– Identifying the nodes of influence in your disease community
– Classification per disease stage: symptom, diagnosis, treatment and
procedure
• Direct to Persona™ Marketing
– Building specific Personas for messaging outreach
– Guaranteed impressions
• Liquid Content
–
–
–
–
Interactive, agile, trackable visual tool
Ability to switch content in real time
Promoted using Earned & Paid Media and Re-targeting
Guaranteed Impressions
The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
@liquidgrids
32

33. Media Drivers for Social Marketing
Owned Media
•
Content rich media are
embedded in Liquid
Content template
•
Asset management
system organizes and
monitors all interactions
Paid Media
•
Social Media Ad buys and
retargeting ad inventory
•
Multi-attribution technology
tracks conversions over
time
•
Used surgically and to
enhance scale and
predictability where
necessary
The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
Earned/Shared Media
•
Press Release distribution
to thousands of online
media points, daily
newspapers, social media
channels, radio and
television stations
•
Search engine
optimization of text and
video content
•
Targeted distribution to key
online
influencers, bloggers, vlog
gers, etc
•
Social media and email
functions, content sharing
@liquidgrids
33

34. Disease Grid Coding Strategy
Diagnosis
Symptom
Procedure
1Billion
Health
Posts
Treatment
ICD9
Codes
Misspelling
100M+
Unique
Posters
HCPCS
Codes
NDC & Rx
Codes
OTC Drugs
liquidgrids.com
@liquidgrids
34

35. Regulatory Landscape
• You must adhere to the prevailing and applicable FDA & FTC guidelines
• http://www.fda.gov/downloads/Drugs/GuidanceComplianceRegulatoryIn
formation/Guidances/UCM285145.pdf
• http://www.ftc.gov/os/2013/03/130312dotcomdisclosures.pdf
• In particular, when conducting paid media campaigns you must adhere to
the Ad policies of the social networks
• https://www.facebook.com/help/adpolicy
• http://www.twitter.com/adspolicy
The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
@liquidgrids
35

36. Regulatory Landscape
Medical Devices – Paid media campaigns for specific devices are strictly
prohibited on Twitter. Medical device companies may transmit unsponsored
Tweets about the company, its resources e.g. white papers, trial results and the
disease(s) in general that the medical device(s) address.
Pharma/Biotech – Paid media campaigns can only be undertaken for products
that do not carry Black Box warnings. These campaigns must be unbranded
and address the target disease only. Any mentions of or claims about the
drug/product are strictly prohibited. It is ok to mention that an ad, post or tweet
is sponsored by the manufacturer. It is permitted to direct consumers from an
ad to a sponsored (but unbranded) landing page.
Hospitals/Surgery Centers/Physician Practices – Paid media campaigns
may advertise the facilities and their services.
The Healthcare Industry’s Only All-In-One Social Marketing Platform
liquidgrids.com
@liquidgrids
36