1. HARNESSING THE POWER OF SOCIAL MEDIA Lisa Tate, CEO, WomenHeart: The National Coalition for Women with Heart Disease Robert Schumm, Marketing Director, Bayer Consumer Care ePatient Conference October 26, 2009

7. Our First Foray into Social Media

8. 2 http://www.facebook.com/strongatheart Program Goals Program Goals Messengers • Compel women to identify their risk , advocate for their own heart health and, as appropriate, reduce their risk by using aspirin as directed by a doctor • Raise awareness of aspirin as a lifesaver and springboard for a discussion around its range and relevance of benefits for women, including heart attack, prevention and protection • Sandra Revill Tremulis: WomenHeart Champion and patient advocate • Kathy Berra, MSN, ANP: WomenHeart Scientific Advisory Council; clinician, Cardiovascular Medicine & Coronary Interventions, Redwood City, CA and Stanford Prevention Research Center

11. Marketing Mix 9 http://www.facebook.com/strongatheart Bayer Newsletter WomenHeart Newsletter eNewsletters HeartSAFE Dramatic Difference Media Outreach RNR Video Podcast Online Community

12. SHOULD YOU TAKE ASPIRIN DAILY? Fan Highlights: Spikes & Success 10 http://www.facebook.com/strongatheart

13. Social Media Traditional Media “ Don’t forget on Facebook, WomenHeart Strong @Heart !” “… doctors said the aspirin probably saved her life.” The Bayer Aspirin Brand has replicated [Sandra’s aspirin] holder called the Strong @Heart HeartSAFE that can easily attach to a key chain or purse and should be carried by anyone at risk of a heart attack.” What Success Looks Like: Advancing Education & Inspiring Advocacy 11 http://www.facebook.com/strongatheart

14. Viral Marketing Patient Resources “ I have passed this along to my Central Maryland Support Group. “ – WomenHeart Support Group Leader “ It's a strong and simple message--I'll definitely [share it with] my friends.” What Success Looks Like: Advancing Education & Inspiring Advocacy 11 http://www.facebook.com/strongatheart

15. Proven Partnerships Yield Strong Potential for Future Success 12 http://www.facebook.com/strongatheart