Story Worldwide and STRIKEFORCE presented on embracing social media for healthcare through digital storytelling. They discussed challenges facing pharmaceutical companies with social media, how narrative solutions can help generate customers, and case studies of successful social media campaigns for pharmaceutical brands that utilized storytelling. The presentation provided action items on listening to audiences, finding your brand story, integrating stories across channels, and defining response teams.

1. EMBRACING SOCIAL MEDIA
FOR HEALTHCARE THROUGH
DIGITAL STORYTELLING
Presented by Story Worldwide and STRIKEFORCE

2. CONTENT CURATED BY:
JON THOMAS
Communications Director
Story Worldwide
SIMON KELLY
Chief Operating Officer
Story Worldwide
KEITH BLANCHARD
Executive Creative Director
Story Worldwide
MIKE RUTSTEIN
President
STRIKEFORCE Communications

3. TODAYS PLAYLIST
1 –Overview: Story and STRIKEFORCE
2 – Pharma’s Challenges
3 – Narrative Solutions
4 – The Social Payoff
5 – Case Studies

4. PHARMA’S CHALLENGES
Talk about headaches!

5. A SEA OF SOCIAL MEDIA TECHNOLOGIES
Creating a lot of chatter among Healthcare Clients…

6. …and just as many questions
on the Agency side.
WHY DO YOU NEED AN APP?
WHAT ARE YOU WAITING FOR?
WHY ARE YOU LOOKING AT
SOCIAL MEDIA AS A
ONE-OFF TACTIC?

7. Many
HEALTHCARE
CLIENTS
are boxing
themselves in

8. DO IT
FEAR/ to do it
Paralysis
HEALTHCARE
CLIENTS
WAIT
& SEE
USING IT ,
but not optimally

9. FEAR/ SOCIAL LANDSCAPE
IS DAUNTING
Paralysis
HEALTHCARE
CLIENTS
RISK AVERSE:
FDA RULINGS
UNSURE HOW
TO JUMP IN

10. REALITY: VERY FEW POSTS WILL
HAVE A REPORTABLE EVENT
MYTH: Given a forum, patients will post adverse
events that need to be reported to the FDA
REALITY: 1 in 500 posts actually contain all the
Information required for an adverse event
report

11. AND, ONE MORE THING
It’s been over a year since the FDA meeting in
Washington and nothing yet….
THE QUESTION IS, WHEN (IF EVER)
WILL WE GET REAL FDA GUIDANCE?

12. “SEXY” MARKETING TOOL
DO IT
THAT’S ALL THE RAGE
to do it
HEALTHCARE
CLIENTS
BOAST TO PEERS:
ON CUTTING EDGE
FUN TO BE
IN THE GAME

13. Is an app for METASTATIC RENAL CELL
CARCINOMA reallyNECESSARY?

14. DOES SOCIAL MEDIA
HAVE VALUE IN SKEPTICISM
HEALTHCARE?
HEALTHCARE
CLIENTS
WAIT
& SEE
LET OTHERS
“PAVE THE WAY”

15. NO INTEGRATION WITH
NOT USING IT COMMUNICATION
STRATEGICALLY PROGRAM
HEALTHCARE
CLIENTS
TEND TO USE
AS ONE-OFFS
USING IT ,
but not optimally

16. DO IT
FEAR/ to do it
Paralysis
HEALTHCARE
CLIENTS
WAIT
& SEE
USING IT ,
but not optimally

17. SOCIAL MEDIA QUESTIONS
What’s plaguing pharma?

18. Is it necessary
for pharma brands
to partner with a
marketing or social
media agency?

19. Do brands have the
bandwidth to
handle their own
social media?

20. How knowledgeable
about sensitive
healthcare regulation
issues should an agency
be if they partner with a
pharma brand?

21. How do you think
social media
channels like Twitter
could help with
patient outreach?

22. NARRATIVE SOLUTIONS
How content generates customers

23. CONSUMERS HAVE SOME DEGREE OF TRUST IN
THE FOLLOWING FORMS OF ADVERTISING:

24. THERE’S A CONVERSATION
GOING ON about your brand.
DO YOU WANT TO BE
PART OF that conversation?

25. 2011 is the year of CONTENT MARKETING.
“2011 TRENDS: CONTENT MARKETING IS
CRITICAL”
“Next year, marketers will need to rethink their approach to
advertising and marketing and intensify their focus on creating
magnetic content that will naturally attract consumers, rather than
relying solely on the interruption model of advertising, which
consumers are responding to less and less. Think pull vs. push.
“Magnetic content can include anything created on behalf of a
brand—be it an ad, YouTube video, online game, Facebook page,
Twitter promo or mobile app—that consumers genuinely want to
engage with and pass along to others. This content entertains,
amuses, informs, serves a function or satisfies a consumer need.
It’s welcome instead of annoying or interruptive.”
—Geoff Ramsey
CEO, eMarketer
Lead story in eMarketer
1 December 2010

26. @ASTRAZENECAUSHOSTED FIRST #PHARMA TWITTER CHAT
“AstraZeneca attempted to demonstrate leadership in an industry notorious for being skittish on social media.”

28. IT’S ABOUT LEARNING TO BE A PUBLISHER
Create &
Publish
BRAND
=
STORY
Syndicate
Search
& Share

29. GETTING APPROVAL IS STILL A NIGHTMARE
In the current regulatory environment,
you’ll have to make some tough
decisions. Stories can be branded,
authentic, or approved during your
lifetime —
pick any two.
- DAVID ORMESHER
PHARMEXEC.COM

30. WHY STORIES ARE IMPORTANT
THEY CAN OPEN CONSUMERS’ WALLETS
…the commercialization of emotions. It will no longer be
enough to produce a useful product: A story or legend must
be built into it, a story that embodies values beyond utility.
This imperative is already occurring with more and more
products.
- ROLF JENSEN
COPENHAGEN INSTITUTE FOR FUTURE STUDIES
1990

31. WHY STORIES ARE IMPORTANT
THEY FUEL EFFICIENT CROSS-CHANNEL INTEGRATION.
Someone sees/ They check out what They try out a And tell their friends
hears/experiences other people have to brand experience (and maybe a few
a message... say… on a website… strangers) about it…
ATL EDITORIAL SEARCH SOCIAL WEBSITE MOBILE WORD OF UGC
MOUTH
Use different media to tell different parts of one rich story.
Create a deeper experience.
Provide a foundation for ongoing engagement.

32. BECAUSE GREAT
.
STORIES will SPREAD

33. Every brand has a story to tell,
THOSE WHO TELL IT BEST WIN.

34. THE FREE-TIME PARADOX
Nobody has 30 seconds for interruption...
SHIELDING YOURSELF
Audiences feel battered by ‘messaging’ and
conversion efforts…they put up their
blinders and defend themselves as best they
can.

35. THE FREE-TIME PARADOX
Nobody has 30 seconds for interruption,
but everybody has 30 minutes to spread the stuff they like.
SHIELDING YOURSELF REACHING OUT TO OTHERS
Audiences feel battered by ‘messaging’ and But when there’s something they want/like/
conversion efforts…they put up their need, they magically find lots of time to take
blinders and defend themselves as best they action, and tell friends/colleagues.
can.

36. Paid Owned Earned
Media Media Media
Paid media is a SPEND
Owned media is an INVESTMENT
Earned media is an ASSET
THE PROBLEM OR…
If you spend all your money on paid media, You can build brand assets and recruit
you will have to spend it again next year brand investors, and keep this year’s money
working next year and beyond.

37. THE SOCIAL PAYOFF
Letting Audiences Create Customers

38. SOCIAL MEDIA IS WHERE YOUR
PATIENTS ARE TODAY…RIGHT NOW.
• Patients are participating in online communications to
share and discuss daily life struggles or to cope with rare
diseases
• 61% of Americans go online to research health
information (83% of online users)
• Social Media drives word of mouth and trust, while in
contrast, 48% of Americans trust pharma less than they
did 5 years ago
Source: The Social Life of Health Pew Internet & American Life Project

39. …AND THEY’RE USING SOCIAL, NOT
PHARMA SITES, TO RESEARCH MEDS
How much does
Doctor
each source
influence your
decision to take a Pharmacist
prescription drug?
Peers
Online (e.g., WebMD, MSN Health)
Pharmaceutical Companies
(e.g., Web sites, TV ads)
Newspapers and Magazines
0% 20% 40% 60% 80% 100%
Percentage of Online Users

40. …AND THEY’RE USING SOCIAL, NOT
PHARMA SITES, TO RESEARCH MEDS
What are you
using social
media for?
40

42. A DEFINED Agency-Client RESPONSE TEAM
enables REALTIME, ON-BRAND PUBLISHING…
AGENCY TEAM PHARMA TEAM
Listening and Publishing Expertise and Approvals
Managing Editor Social Media Lead
PR Team Leader
Active Responders
Brand Manager
Writers and Editors Corporate Lawyer
Other individual
Tech and Production client-side experts

43. ADHERING TO PROTOCOLS ENABLES TWO-WAY
COMMUNICATION BETWEEN BRAND AND CONSUMER
in something like real time.
1 2 3 4 5
Comment posted Comment Reply suggested Approved client Response
online. captured and to appropriate reply returned to posted.
classified by client side response team.
response team. approver(s).
“I don’t know if
“I don’t know I should be
if I should be worried about
worried about this side-effect
this side-effect or not…help!”
or not…help!”
Hey, it’s Bob
fromPharmaCo.
Sorry our ad
wasn’t clear!
Click herefor
the complete list
of side-effects
and please let
us know if you
have any
questions!

44. SUCCESS STORIES
Putting theory into practice

45. OUR VIDEO FOR CONCERTA IS EUROPE’S MOST
VIRAL PHARMA VIDEO EVER.
With 146,000 views and counting,
this film won the Best Digital Patient
Communications Award at Europe’s
2010 Pharma Marketing Society
Awards .

46. WE TURNED A BORING, EMBARRASSING HEALTH
CARE PRODUCT INTO A FUN IDENTITY BADGE. For Johnson & Johnson, Story
gave style to a low-interest,
high-embarrassment product
(glucose meters)…and raised
traffic 52% and registrations
197%.

47. WE MADE HEART DISEASE RISK REAL
BY HEARING FROM AFFECTED FAMILIES. For Bayer, Story
masterminded a global effort
to help people take heart
disease seriously by collecting
stirring, shareable stories
from affected families.

48. ACTION ITEMS
1. Listen to your audience
2. Find your story
3. Integrate your story across multiple channels
4. Organize your agencies to be one cohesive team
5. Define response team roles/responsibilities
6. New tools, old rules

49. OVERVIEW
Story and Strikeforce

50. STORY: A NARRATIVE
APPROACH TO MARKETING
1. We help brands tell their stories
2. We create content people actually want
3. We tell stories that endure and spread

51. STRIKEFORCE: THE POWER OF PRECISION
• The first dedicated open source healthcare agency
designed to give clients access to top-level talent and
truly customized solutions
• Philosophy based on Precision-Pairing aligning talent
with the individual needs of each account or assignment
• Unique model provides a streamlined work flow
and a more powerful end product
communications LLC

52. END OF STORY TWITTER: @StoryWorldwide
FACEBOOK: fb.me/StoryWorldwide
BLOG: PostAdvertising.com
SMILE IF YOU LIKED IT
Simon Kelly, COO, Story Worldwide
simon.kelly@storyworldwide.com
Keith Blanchard, ECD, Story Worldwide
keith.blanchard@storyworldwide.com
Jon Thomas, Comm Dir, Story Worldwide
jon.thomas@storyworldwide.com
Mike Rutstein, President, STRIKEFORCE
mrutstein@strikeforcenyc.com