Social Media Marketing Life Science Alley March 2013
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Social Media 2013: Diving in (or Staying Afloat) Without Sinking Social Media Marketing Life Science Alley March 2013
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Use of social media by doctors and consumers is growing. This presentation shares social media trends and best practices for medical device companies looking to dive into social media marketing.
Transcript of Social Media Marketing Life Science Alley March 2013
Social Media 2013:Diving in (or Staying Afloat) Without Sinking
Social Media MarketingLife Science Alley
March 2013
Fully Embracing Social Media
Fully Embracing Social Media
Why People “Like” Brand Pages on Facebook
Defacto
2011
Why Consumers Follow Brands on Twitter
Constant Contact, Chadwick Martin Bailey
Compete
How Often People Access LinkedIn
Lab 42
2011
Doctors are Encouraged to Use Social Media
The Internet has created the ability for medical students and physicians to communicate and share information quickly and to reach millions of people
easily. Participating in social networking and Participating in social networking and other similar Internet opportunities can other similar Internet opportunities can support physicians’ personal expression, support physicians’ personal expression, enable individual physicians to have a enable individual physicians to have a professional presence online, foster professional presence online, foster collegiality and comaraderie within the collegiality and comaraderie within the profession, provide opporunity to widely profession, provide opporunity to widely disseminate public health messages and other disseminate public health messages and other health communication. health communication. Social networks, blogs, and other forms of communication online also create new challenges to the patient-physician relationship.
AMA Policy: Professionalism in the Use of Social Media, 2012
Doctors Use Social Media• 72% use social media personally, professionally, or both• 60% follow colleagues• 61% use it weekly to explore new medical information• 46% contribute information weekly• 58% find social media a good way to get current, high-quality information
Manhattan Research, Publicis Healthware Interational, Journal of Medical Internet Research, September 2012
Digital MedTech Physician Study, Manhattan Research, 2011
• 68% of physicians have watched online video to learn about medical devices and there is high interest in online video training sessions provided by medical device companies• 50% of physicians want to participate in online promotional programs from medical device companies for which they do not see a sales rep in person
Doctors Interact Via Digital Sources
99 Million U.S. Consumers Use Online Tools
• 66% a specific disease or medical problem
• 56% a certain medical treatment or procedure
• 44% doctors/health professionals
• 36% hospitals or other medical facilities
• 33% health insurance
Pew Research Center's Internet and American Life Project, 2011
How Medical Device Companies are Using Social Media
MassMEDIC Survey of Massachusetts regional medical device companies, 2011
MassMEDIC 2011 Research
How Medical Device Companies Rate Most Effective Social Media
MassMEDIC Survey of Massachusetts regional medical device companies, 2011
MassMEDIC 2011 Research
Social Media = Web 2.0
Social Media Marketing Requires Commitment and Diligence
1. Listen, Know Your Audience2. Have a Social Media Policy3. Be Strategic4. Optimize, Optimize, Optimize5. Engage with Visitors6. Lead & Follow on Twitter7. Be easily found 8. Be balanced and transparent9. Monitor conversations10. Don’t wait for FDA
What IF You’re Not Medtronic
YouTube
Facebook Social Media Directory
Medtronic Diabetes
Risks of Social Media
Frost & Sullivan, North America and Europe, 2011
Frost & Sullivan 2011 Research
Why Embrace Social Media Wave
• Marketing landscape is changing• Doctors and patients are using it• Market medical products more
efficiently• Opportunity to advance public health• Opportunity to engage and listen • Be better positioned to monitor• Social media is here to stay• Medtronic has set the bar
Social Media 2013:Diving in (or Staying Afloat) Without Sinking
Questions?
