Pharma Virtual Summit: Successful Healthcare Content Provision via Social & Interactive Media
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Presentation i gave June 30, 2011 at a global virtual conference. The location was everyone's computer.
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Pharma Virtual Summit: Successful Healthcare Content Provision via Social & Interactive Media
- 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