Below are my notes and audio I recorded during the panel “Social Health: Who Wants to ‘Like’ Hemorrhoid Cream?” at the recent South by Southwest (SXSW) Interactive Conference. Feel free to leave a comment. More SXSW notes to come. (please note: I tried to capture as many points as possible, hence the shorthand and occasional misspelled word. Also, the audio is not the best quality)
Panel: Social Health: Who Wants to “Like” Hemorrhoid Cream?
Speaker: Carlen Lea Lesser (@carlenlea)
Twitter hash tag: #Want2like
Current segmentation is not enough to apply to social media strategies
We need to know “why” ppl engage not just what
Value to brand AND patient HCP
We have regulations we can use now. Don’t wait for new ones
MTV and Foursquare had advocacy campaign where ppl checked-in to clinics when getting STD checks
Foursquare is usually connected to Facebook so ppl were hesitant to share info w boss, spouse, family etc
Like buttons put ppl in awkward positions
Social media wasn’t invented for marketers let alone healthcare one
Markets are markets – clue train Manifesto
Pharma shod not try to go “viral”
Social media in healthcare shod not be abt advertising, it’s abt engagement
Does segmentation include digital behavior data?
Why do ppl use Facebook?
Do all Pharma brands need to be on Facebook?
Segmentation is method of grouping customers based in similarities
Segmentation is not the problem, old school methodology is
You need to know what questions to ask consumers for right digital segmentation
Just knowing ppl like Facebook is not valuable; ask why they do
Why do ppl use Facebook?
Whatndo ppl do on Facebook?
What drives ppl back to Facebook?
How do you feel abt Facebook?
Have you ever clicked on an ad?
The Like bttn is probably the most valuable for ROI measurement
You have to think abt what’s useful to doctors and patients
E-Patient conference is great
Social media strategies fail almost all adverse reaction events reporting regulations
The more you hide adverse reaction events reporting channels, Pharma re-enforces customer suspicion
We keep trying to get patients to keep taking medications, but shod be talking about why
Forrester social media engagement ladder
Kanter innovation model: Harvard Business Review strategies pyramid
DTC (direct to consumer) strategies
You can’t really incorporate listening platforms into segmentation
Bringing digital experts in earlier improves digital segmentation strategy