Presentation i gave June 30, 2011 at a global virtual conference. The location was everyone's computer.

1. Best Practice Live!
Successful Healthcare Content Provision via
Social/Interactive Destinations & Media
Craig A. DeLarge
Dir., HCP Relationship Marketing
Novo Nordisk (USA)
cadelarge@yahoo.com
Pharma Virtual Summit
June 30, 2011
July 13, 2011 (c) 2011 Craig A. DeLarge 1

2. General Thoughts to start…
• The more MEDIA changes, the more
CUSTOMER NEEDS stay the same.
• Little chance of detailed FDA guidance yet
much good being done within bounds of what
we know. Seen Dose of Digital Pharma Social
Media Wiki?
• Successful provision not so different than its
always been. Relevant. Convenient. Contextual.
July 13, 2011 (c) 2011 Craig A. DeLarge 2

3. 3 Social Media Deployment Models
• Social Media Risk Matrix
• 3 Low Risk Social Media Strategies
• Relevant Ubiquity Model
July 13, 2011 (c) 2011 Craig A. DeLarge 3

4. Risk-based Social Media Deployment
Branded Unbranded
Traditional Advertising Traditional Education
1-Way Faux Social Media Greatest ROI Ambiguity
Moderate Risk Least Risk
What Marketers most want! What Customers most want!
2-Way Most Risk 2nd Most Risk
Experimental zone w/in label Unrestricted Grants lower risk
July 13, 2011 (c) 2011 Craig A. DeLarge 4
© Some musings by Craig A. DeLarge

5. Low Risk Social Media Strategies
• Share-ability – relevant
content that customers will
want to make viral
• Participat-ability – spaces
that facilitate sharing among
customers with sponsor
intervention
• Redirected Dialogue –
identifying SM users in needed
and directing them to off-SM
resources
July 13, 2011 (c) 2011 Craig A. DeLarge 5

6. Relevant Ubiquity Model
Be everywhere in SM its relevant to be across the Marketing Information Chain!
There is innovative opportunity in every space above, especially from a non-branded
perspective. It is for us to fill in the blanks.
July 13, 2011 (c) 2011 Craig A. DeLarge 6

7. Suggested Next Steps
• Collaborate with internal stakeholders to assess
risk tolerance & to plan prudent SM experiments
• Integrate SM across the Marketing Information
Chain
• Play in communities of professional interest to
observe & learn
(http://www.delicious.com/cadelarge/social_media_primer)
July 13, 2011 (c) 2011 Craig A. DeLarge 7

8. Q&A!
July 13, 2011 (c) 2011 Craig A. DeLarge 8