Some tips for pharmaceutical marketers interested in the ROI of online-video and social media.

1. You visit YouTube when
YouTube 101 someone send you a link.
But your targets are there
and consuming rabidly.
 Set up account
 Surf most-viewed & most-subscribed
 Subscribe to brand/condition terms
 Subscribe to Nalts

2. ROI Via
Online Video
& SM?

3. Tri-Polar Guy

4. Why I Ice Cream

5. But Viral is Dead
pleese god
make i viral

6. ROI Level Setting
 It’s “Theoretical” Definition
ratio of money gained or lost on
an investment relative to the
amount of money invested.
 Reality: “new” has burden of proof
 Why our Rx Social Media pilots
make ROI so damned difficult

7. Hidden Meaning Behind “ROI”
 Are you sure this is worth headache?
 Can this effort payoff?
“Return” May Translate To…
 Business impact (sales,
PR, reputation)
 Satiating a VP’s desire
 An internal win

8. What We See in Social Media
If you’re a marketer… If you’re regulatory/legal

9. Why We Make ROI So Hard
 Not the R
 It’s the insane I’s
Solution
 Guidelines minimize churn
 Guerilla cost model
 Be sure agency has done it

10. How to Get Your SM Approved
Don’t Call It Social Media
Publisher, network or
aggregator creates real SM
and we, um, advertise.
A moderated Facebook site
has few legal/reg implication
beyond a product.com with
“contact us.”

11. An Impression Isn’t
An Impression*
*Unless it makes one
☹ In absolute, these can’t matter:
✗ Views ✗ Site visits
✗ Friends ✗ Coupon downloads
✗ Comments ✗ Miss-trials
✗ Buzz ✗ Stupid database
✗ Viral ✗ Industry rags

12. So What DOES Matter?
 Getting their attention
 Engaging them
 Earning their trust
 Answering their questions
 Acknowledging needs & concerns
 Exciting them about our solution
 Inspiring trial (nrx)
 Setting their expectations (trx)

13. Social Score Benchmark
 Tools allow brands and companies  Reminder: AEs unlikely to
to identify current baseline rock your world (cost,
Frequency of mention people)
Issue alerts 1 in 500, Neilsen 2008
Sentiment (vs competitors)
 But we do need to be
responsible about trends
Consider patients as family
 My two cents is in next
Pharmaceutical Executive
(How-To Unlock Guidelines)
 Surf 117 company policies:
http://
socialmediagovernance.com/
policies.php

14. Myth: Ostrich Option as Safe

15. Three Low-Hanging-Fruit Tactics
a) Hands-off Social Media
b) Leveraging Star Power
c) Redefining “unbranded”

16. a) Three Steps to “Hands-Off” SM
1. Ad network creates and
promotes therapeutic-
specialty social media in
true form.
2. Brand initiated it, but did
not co-sponsor or have role
in content
3. Unbranded rich-media ads
drove traffic to product site
for very low cost-per-visitor

17. b) They’re Patients With Reach
 You don’t have to know or like them
 Video stars > celebrities

18. b) Engaging Via Video Stars
 Leading brands are doing this
Pharma can play too
 Fox Broadcasting: 6 million views
for pennies per view
 MTV salvaged expensive “billboard
in back yard” with 6-12% viewers
visiting site
 Obviously unbranded  branded

19. Process for Engaging Stars
 Creative brief
My Own Lil’ Examples:
 Draft concepts • Mentos
• Holiday Inn
 Shoot • MTV
• Starbucks
 Approvals • Logitech
• Fox Broadcasting
• Reader’s Digest
 Launch • Microsoft
• U.S. Census
 Provide metrics • Big Health Co (Friday)

20. c) Unbranded as Activator
 Redefine “unbranded”
2000: Market leaders only
2010: Vital “hook”
 Can’t lead with marketing
We’ve got to use an unbranded
because patients and
approach in social media," said Kevin doctors don’t care about
Nalty, formerly a product director for
Merck, though he now heads Nalts our products at all.
Consulting. "There's no way to
accommodate what is required of a
brand, in terms of fair balance  Captivate, education,
information, in a tweet, for example."
prompt via
unbranded “masked” URL

21. Conclusion: Metrics Musts
 Keep costs down
 Open funnel wider by
dialing down marketing
message
 Count only downstream
vital signs
Cost per qualified visitor
Cost per new patient
Time & intent
Behavior

22. Ask Your Doctor About…
 www.naltsconsulting.com
 www.willvideoforfood.com (blog)
 www.youtube.com/nalts or
http://www.kevinnalty.com
 twitter.com/nalts
 kevin@naltsconsulting.com