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Rules of engagement in Health - What can we learn from conversations taking…
We went on a safari
Brands try to
              win the         What can
 Engaging
             hearts of        we learn
consumers                      from those
  is key    consumers         experiences
            through social
                             across brands?
                media
Goal:
Identifying what is driving consumers to engage in branded
conversations across social media. A specific focus lied on
pharmaceutical companies and epilepsy was used as an area:
brands as well as generic molecules and patient groups.


About this study:
We collected branded conversations on the 3 big social media:
Facebook, Twitter, YouTube
    • Over 2 million online conversations
    • More than 300 brands included in our study
    • We applied social media netnography to identify the
        rules of consumer engagement
    • Results were presented in March
What we learnt
Engagement ≠ number fans content
management is key for activity

•   A large fan page does not lead to engagement if the brand does
    not manage the content (0,11 correlation).

•   In case of good conversation and content management, this
    correlation increases to 0,92 showing that you can tap into your
    social potential with a good conversation strategy.
Many more positive conversations than
negative conversations
•   14% positive conversations vs. 8% negative conversations on Twitter
•   36% positive conversations vs. 25% negative conversations on YouTube
•   36% positive conversations vs. 19% negative conversations on
    Facebook
•   Don’t forget to leverage these positive stories!
The main drivers behind negative
conversations are bad
consumer service,
product failure and bad
advertisement




3 offline touchpoints
you can work on
everyday!




BUT…




                                   These were also the three most
                                     positively discussed themes!
1     Thin line for the health industry
      Patient centricity is key




                                             Consumers are very sensitive to
    “From my point of view the ads are       the promotion of health products or
    terrible. The ad should all be about
    the CUSTOMER, not only about the         companies. Positive feedback on
    product and it specifications. The ad    products in this sector is only found
    should say how the product can help
    people improve their daily life, but I   for over the counter health-related
    didn’t see a personal phrase at all in   products. Even advertising for the
    the ads…”
                                             pharmaceutical company behind
                                             the brand is received with a lot of
                                             criticism.
2   Being positive about something negative
    Support organization, solidarity and fundraising is the spotlight




                                               With health care, it is best to
                                               focus      on    health       care
                                               organizations that support the
                                               further knowledge building on a
                                               certain disease or initiatives that
                                               support the patient and his
                                               environment in coping with their
                                               disease. They are among the
                                               most positive conversations
                                               in this sector.
What if it goes wrong?



Most companies apologize to their
customers



Consumers are
redirected to
the
customer
service
department                          The reaction of consumers?
                                                         None!
                                      Don’t expect a thank you!
3   Monitoring adverse events
    Between x-x branded conversations contain an adverse event




                                       Pharmaceutical companies are very careful
         “Hello James, sorry for the
                                       with their social media platforms as they
         inconvenience.    We    are   constantly have to be vigilant of and
         checking it right now. You
         can always e-mail us at
                                       monitor adverse effects mentioned by
         sample@novonordis.com”.       patients. Customers with complaints are
                                       immediately forwarded to external
                                       websites/customer care.


                                       Between 1 & 5 adverse events are
                                       encountered in branded conversations.
4   When things really get out of hand
    Learn from PlayStation how even a disaster can turn into many likes and
    positive comments




                           Last year PlayStation was the victim of a cyber attack. During our
                           study, they launched an open letter from the senior Director
                           corporate communications and social media apologizing for the
                           event. This more formal apology lead to over 10,000 likes on
                           Facebook and in this case people did express their gratitude.
                           Clearly, in the case of mistakes that affect a larger group of
                           customers, apologizing can be a good mean to restore the trust in
                           your brand.
The basic marketing tricks still work
Although social media is a relatively new area, we should not be afraid of applying existing
marketing principles that also work in the offline world.
•   Your fans like to share news about your company and like to be kept informed about
    the developments relating to their favourite brand. The newer and the hotter the news,
    the more conversation power.
•   Evoking curiosity: show consumers a little bit of what they can expect later or spread
    a rumour to evoke attention.
•   Giving away free things is used as a powerful mechanism to increase the number of
    fans or likes.
•   One of the main pillars of traditional advertising is that funny commercials work. And
    this is also the case on social media. ‘Joke of the day’ is one of the most popular topics
    on Facebook pages. Jokes or funny one-liners are easily re-tweeted on Twitter. Also on
    YouTube we found that movies commented as being funny were often given a higher
    YouTube rating.
                                              Find out some more marketing
                                              tricks on the next slides
1   Free always works
    This is not only valid for free products or service, but also for free content
    or experiences!




                                                 Caregivers and patients are
                                                 looking for good advice to
                                                 cope with their condition.
                                                 Free advice is more than
                                                 welcome!
2        Gamification
         Get inspired by Boehringer Ingelheim


                                                              “We always knew Boehringer Ingelheim fans
                                                              were a creative crowd! Thanks for all your
                                                              wonderful photo submissions. For those of
                                                              you who have still not entered, remember,
                                                              the theme is More Health and the prize is the
                                                              latest Apple iPad 2. Good luck!”




                                                              “Only two weeks remain to enter our More
                                                              Health Photo competition. Thank you all for
                                                              your fantastic entries so far. We will pick a
The pharmaceutical company    Boehringer Ingelheim            shortlist from the best submissions, but the
Boehringer Ingelheim was in   organized a photo competition   winner of the Apple iPad 2 will be the
the course of developing a    via its Facebook page where     shortlisted photo with the most “Likes” and
Facebook game where people    fans could win an iPad 2. By    that will be left to YOU, our Facebook fans to
could run their own virtual   organizing the competition,     decide! Best of luck and remember to get
pharmaceutical company. The   their fans started became       your friends involved as well!”
name of the game was          create and more involved with
determined through a game     the company.
on their Fanpage.
The power is in the mix of media
•   Social media are a natural place to talk about anything related to the
    digital environment. So, digital initiatives from brands will be picked up
    easily online.
•   When you spread something online, make sure that you also follow the
    rules of social media: tweets that contain a hash tag are more likely to
    be spread.
•   Don’t think too much in silos. Go for integration of social media types,
    not separation. Don’t forget about the offline too.
1           Integration, not separation
            Go for integration between online and offline touchpoints



                                                     Providing information on different offline and
                                                     online platforms to patients and their families
Some diabetes organizations already send
their members magazines, which is well               is key in the health sector. Integration, not
received by those members:                           separation, of offline and online media is
                                                     needed.
“Hello, where can I buy a magazine about
diabetes in England?”
                                                     We observed a lot of cross referencing
“I really liked the article in the magazine, it is   between different types of media. In the
a great inspiration to all diabetics. Thanks
for sharing your story with us!” (A reader on        case of YouTube movies, the comments on
the Facebook page of the American                    the best movies (rating) often contain
Diabetes Association)                                references to television, radio and the
                                                     company website. Also people mentioned
                                                     more frequently that they had engaged in
                                                     offline word-of-mouth suggesting that if you
                                                     integrate offline & online social media, you
                                                     are more effective.
2       Social media, the new website?
        Not a good strategy if you want to reach engagement




“Question to you, Visa, do you have a credit
card that works both in Europe and the           Some consumers use social media as a
USA?”                                            replacement of the company websites.
“I just moved to a new address. Should I use
                                                 Tactical questions do not lead to
my new address or the old address where I        engagement.
lived for five years?”
                                                 Keep your website as the main source for
“I have a question for you, Emirates Airlines.   practical information about your product &
Do you have plans for Boeings 747-800            service.
Intercontinental? Please reply.”
3       Hitting the sweet spot
        No difference between online and offline movies




                                               For the branded YouTube movies, we looked
                                               at the correlation between the topics that
                                               were raised in the comments and the
“Finally I got to see some innovative and      ranking of the movies (1-5 scale). The
cute advertisements on the                    results revealed that movies with a higher
television....it's different and yet conveys
it's utility in a very fun, creative manner!   rating were typically judged as
keep up the good work!” (Comment on a          ‘original’, ‘nice’, ‘warm’ and ‘not
YouTube movie from LG Green Health)
                                               boring’. People also made the link more
                                               often with their personal situation: they
                                               mentioned recognizing certain aspects in the
                                               movie or even referred to their personal
                                               memories and childhood.         The found
                                               elements    are    also     the     crucial
                                               characteristics in offline advertising.
Consumers want to collaborate with
brands
•   Ask consumers for feedback on your products & communication
•   Co-create new products or campaigns with your fans
•   Invite them to think along with your brand
•   ...it will lead to a lot of activation on your digital platforms!
1       When patients take over
        They love it! What about you?




                                                  Sometimes collaboration is the
                                                  only option. 45% of Facebook brand
                                                  pages are owned by consumers
                                                  across sectors




On the Facebook page of JDRF, consumers
are very present (by reacting, interacting,..).
2            Treat them as colleagues
             Consumers love to know the people behind the brand




                                                                   Behind the scenes give consumers
Pfizer, a pharmaceutical company, provides ‘behind the             and fans a nice peak into the daily
scenes’ blog posts by interviewing medical professionals           business of a company and their
from within the industry to provide ‘behind the scenes’ and        employees.
educate people as they talk about trial data diagnostic tools
and processes. The anonymous big pharmaceutical
company is traded in for a real person, which gives the
industry a more ‘human’ face.

“Think Science Now Member Jon Milton talks about the life
of a clinical trial data cruncher. While it’s certainly a behind
the scenes job, he explains, “we are nothing without data.”
3        Be one of them
         Don’t forget about the small things in life




    “Join us in wishing Bret Michaels a very           Brands need to be a friend for
    Happy Birthday today!”
                                                       consumers. They need to act as a
    Most liked Facebook post in our study              person, paying attention also to the
    across sectors is on the birthday of a             small things in daily life. It is a crucial
    patient   recovering   from     surgery            element to stress that you consider
    (American Diabetes Association).
                                                       your consumer as an equal.
It is not about your brand
•   It is crucial to understand the (digital) lifestyle of your fans. A customized
    approach is so much more powerful!
•   Don’t forget about the social graph
1          It is about your customer
               Think broad!




                                   Most popular branded YouTube
                                   videos are by airplane             You should think broader than just your
                                   enthusiasts filming planes         brand and product. Especially on
                                   taking off and landing at          Facebook fan pages or YouTube
                                   airports,     others     filming   people like to talk about what they are
                                   themselves and their on-board
                                   experiences. Such videos can
                                                                      interested in in general. On many
                                   receive thousand and thousands     pages, music and sports are very
                                   of views.                          popular themes. Especially for brands
                                                                      in a low involvement product strategy,
                                                                      this seems to be the way to go.
                                                                      Understanding the digital lifestyle of
                                                                      your target is key!

The comment above (from the Facebook page ‘The Diabetes
Resource’) can be seen as an example of a general interest in
cooking (and sharing this with others) in a diabetics place
Not just me…
2       Make my family or friends happy




                                                 Patients do not just talk about their own
    “Your research is fantastic! It means SO
    much to me and my family. We have a lot of
                                                 life and hardships, but also about the
    auto-immune diseases in our family. Way      impact of their disease on their
    too many!” (Patient on the Facebook page     family. Caregivers find a platform to
    of T1 Diabetes Cure Global Headquarters)     connect with people in the same
                                                 situation.
The rules of engagement
•   Content management is key for consumer engagement
•   Don’t forget about your offline touchpoints. They will determine the
    buzz online
•   The basic marketing tricks still work
•   The power is in the mix of the media
•   Consumers want to collaborate with brands
•   Understand the (digital) lifestyle & interests of your target group
Thank you!
@InSites

marketing@insites-consulting.com

http://www.facebook.com/insitesconsulting


http://www.slideshare.net/InSitesConsulting
Research team




Annelies Verhaeghe                              Martijn Huisman
  +32 9 269 1406                                  +31 10 742 10 34

  annelies@insites-consulting.com                 martijnH@insites-consulting.com

  @annaliezze                                     http://be.linkedin.com/in/martijnhuisman86
  http://be.linkedin.com/in/anneliesverhaeghe
Want to know more about
research within the
health sector?




                                                Robert Dossin
                               Business Director Life Sciences & Health

                                            +44 20 7870 2579


                          robert@insites-consulting.com

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Rules of engagement in Health - What can we learn from conversations taking…

  • 2. We went on a safari
  • 3. Brands try to win the What can Engaging hearts of we learn consumers from those is key consumers experiences through social across brands? media
  • 4. Goal: Identifying what is driving consumers to engage in branded conversations across social media. A specific focus lied on pharmaceutical companies and epilepsy was used as an area: brands as well as generic molecules and patient groups. About this study: We collected branded conversations on the 3 big social media: Facebook, Twitter, YouTube • Over 2 million online conversations • More than 300 brands included in our study • We applied social media netnography to identify the rules of consumer engagement • Results were presented in March
  • 6. Engagement ≠ number fans content management is key for activity • A large fan page does not lead to engagement if the brand does not manage the content (0,11 correlation). • In case of good conversation and content management, this correlation increases to 0,92 showing that you can tap into your social potential with a good conversation strategy.
  • 7. Many more positive conversations than negative conversations • 14% positive conversations vs. 8% negative conversations on Twitter • 36% positive conversations vs. 25% negative conversations on YouTube • 36% positive conversations vs. 19% negative conversations on Facebook • Don’t forget to leverage these positive stories!
  • 8. The main drivers behind negative conversations are bad consumer service, product failure and bad advertisement 3 offline touchpoints you can work on everyday! BUT… These were also the three most positively discussed themes!
  • 9. 1 Thin line for the health industry Patient centricity is key Consumers are very sensitive to “From my point of view the ads are the promotion of health products or terrible. The ad should all be about the CUSTOMER, not only about the companies. Positive feedback on product and it specifications. The ad products in this sector is only found should say how the product can help people improve their daily life, but I for over the counter health-related didn’t see a personal phrase at all in products. Even advertising for the the ads…” pharmaceutical company behind the brand is received with a lot of criticism.
  • 10. 2 Being positive about something negative Support organization, solidarity and fundraising is the spotlight With health care, it is best to focus on health care organizations that support the further knowledge building on a certain disease or initiatives that support the patient and his environment in coping with their disease. They are among the most positive conversations in this sector.
  • 11. What if it goes wrong? Most companies apologize to their customers Consumers are redirected to the customer service department The reaction of consumers? None! Don’t expect a thank you!
  • 12. 3 Monitoring adverse events Between x-x branded conversations contain an adverse event Pharmaceutical companies are very careful “Hello James, sorry for the with their social media platforms as they inconvenience. We are constantly have to be vigilant of and checking it right now. You can always e-mail us at monitor adverse effects mentioned by sample@novonordis.com”. patients. Customers with complaints are immediately forwarded to external websites/customer care. Between 1 & 5 adverse events are encountered in branded conversations.
  • 13. 4 When things really get out of hand Learn from PlayStation how even a disaster can turn into many likes and positive comments Last year PlayStation was the victim of a cyber attack. During our study, they launched an open letter from the senior Director corporate communications and social media apologizing for the event. This more formal apology lead to over 10,000 likes on Facebook and in this case people did express their gratitude. Clearly, in the case of mistakes that affect a larger group of customers, apologizing can be a good mean to restore the trust in your brand.
  • 14. The basic marketing tricks still work Although social media is a relatively new area, we should not be afraid of applying existing marketing principles that also work in the offline world. • Your fans like to share news about your company and like to be kept informed about the developments relating to their favourite brand. The newer and the hotter the news, the more conversation power. • Evoking curiosity: show consumers a little bit of what they can expect later or spread a rumour to evoke attention. • Giving away free things is used as a powerful mechanism to increase the number of fans or likes. • One of the main pillars of traditional advertising is that funny commercials work. And this is also the case on social media. ‘Joke of the day’ is one of the most popular topics on Facebook pages. Jokes or funny one-liners are easily re-tweeted on Twitter. Also on YouTube we found that movies commented as being funny were often given a higher YouTube rating. Find out some more marketing tricks on the next slides
  • 15. 1 Free always works This is not only valid for free products or service, but also for free content or experiences! Caregivers and patients are looking for good advice to cope with their condition. Free advice is more than welcome!
  • 16. 2 Gamification Get inspired by Boehringer Ingelheim “We always knew Boehringer Ingelheim fans were a creative crowd! Thanks for all your wonderful photo submissions. For those of you who have still not entered, remember, the theme is More Health and the prize is the latest Apple iPad 2. Good luck!” “Only two weeks remain to enter our More Health Photo competition. Thank you all for your fantastic entries so far. We will pick a The pharmaceutical company Boehringer Ingelheim shortlist from the best submissions, but the Boehringer Ingelheim was in organized a photo competition winner of the Apple iPad 2 will be the the course of developing a via its Facebook page where shortlisted photo with the most “Likes” and Facebook game where people fans could win an iPad 2. By that will be left to YOU, our Facebook fans to could run their own virtual organizing the competition, decide! Best of luck and remember to get pharmaceutical company. The their fans started became your friends involved as well!” name of the game was create and more involved with determined through a game the company. on their Fanpage.
  • 17. The power is in the mix of media • Social media are a natural place to talk about anything related to the digital environment. So, digital initiatives from brands will be picked up easily online. • When you spread something online, make sure that you also follow the rules of social media: tweets that contain a hash tag are more likely to be spread. • Don’t think too much in silos. Go for integration of social media types, not separation. Don’t forget about the offline too.
  • 18. 1 Integration, not separation Go for integration between online and offline touchpoints Providing information on different offline and online platforms to patients and their families Some diabetes organizations already send their members magazines, which is well is key in the health sector. Integration, not received by those members: separation, of offline and online media is needed. “Hello, where can I buy a magazine about diabetes in England?” We observed a lot of cross referencing “I really liked the article in the magazine, it is between different types of media. In the a great inspiration to all diabetics. Thanks for sharing your story with us!” (A reader on case of YouTube movies, the comments on the Facebook page of the American the best movies (rating) often contain Diabetes Association) references to television, radio and the company website. Also people mentioned more frequently that they had engaged in offline word-of-mouth suggesting that if you integrate offline & online social media, you are more effective.
  • 19. 2 Social media, the new website? Not a good strategy if you want to reach engagement “Question to you, Visa, do you have a credit card that works both in Europe and the Some consumers use social media as a USA?” replacement of the company websites. “I just moved to a new address. Should I use Tactical questions do not lead to my new address or the old address where I engagement. lived for five years?” Keep your website as the main source for “I have a question for you, Emirates Airlines. practical information about your product & Do you have plans for Boeings 747-800 service. Intercontinental? Please reply.”
  • 20. 3 Hitting the sweet spot No difference between online and offline movies For the branded YouTube movies, we looked at the correlation between the topics that were raised in the comments and the “Finally I got to see some innovative and ranking of the movies (1-5 scale). The cute advertisements on the results revealed that movies with a higher television....it's different and yet conveys it's utility in a very fun, creative manner! rating were typically judged as keep up the good work!” (Comment on a ‘original’, ‘nice’, ‘warm’ and ‘not YouTube movie from LG Green Health) boring’. People also made the link more often with their personal situation: they mentioned recognizing certain aspects in the movie or even referred to their personal memories and childhood. The found elements are also the crucial characteristics in offline advertising.
  • 21. Consumers want to collaborate with brands • Ask consumers for feedback on your products & communication • Co-create new products or campaigns with your fans • Invite them to think along with your brand • ...it will lead to a lot of activation on your digital platforms!
  • 22. 1 When patients take over They love it! What about you? Sometimes collaboration is the only option. 45% of Facebook brand pages are owned by consumers across sectors On the Facebook page of JDRF, consumers are very present (by reacting, interacting,..).
  • 23. 2 Treat them as colleagues Consumers love to know the people behind the brand Behind the scenes give consumers Pfizer, a pharmaceutical company, provides ‘behind the and fans a nice peak into the daily scenes’ blog posts by interviewing medical professionals business of a company and their from within the industry to provide ‘behind the scenes’ and employees. educate people as they talk about trial data diagnostic tools and processes. The anonymous big pharmaceutical company is traded in for a real person, which gives the industry a more ‘human’ face. “Think Science Now Member Jon Milton talks about the life of a clinical trial data cruncher. While it’s certainly a behind the scenes job, he explains, “we are nothing without data.”
  • 24. 3 Be one of them Don’t forget about the small things in life “Join us in wishing Bret Michaels a very Brands need to be a friend for Happy Birthday today!” consumers. They need to act as a Most liked Facebook post in our study person, paying attention also to the across sectors is on the birthday of a small things in daily life. It is a crucial patient recovering from surgery element to stress that you consider (American Diabetes Association). your consumer as an equal.
  • 25. It is not about your brand • It is crucial to understand the (digital) lifestyle of your fans. A customized approach is so much more powerful! • Don’t forget about the social graph
  • 26. 1 It is about your customer Think broad! Most popular branded YouTube videos are by airplane You should think broader than just your enthusiasts filming planes brand and product. Especially on taking off and landing at Facebook fan pages or YouTube airports, others filming people like to talk about what they are themselves and their on-board experiences. Such videos can interested in in general. On many receive thousand and thousands pages, music and sports are very of views. popular themes. Especially for brands in a low involvement product strategy, this seems to be the way to go. Understanding the digital lifestyle of your target is key! The comment above (from the Facebook page ‘The Diabetes Resource’) can be seen as an example of a general interest in cooking (and sharing this with others) in a diabetics place
  • 27. Not just me… 2 Make my family or friends happy Patients do not just talk about their own “Your research is fantastic! It means SO much to me and my family. We have a lot of life and hardships, but also about the auto-immune diseases in our family. Way impact of their disease on their too many!” (Patient on the Facebook page family. Caregivers find a platform to of T1 Diabetes Cure Global Headquarters) connect with people in the same situation.
  • 28. The rules of engagement • Content management is key for consumer engagement • Don’t forget about your offline touchpoints. They will determine the buzz online • The basic marketing tricks still work • The power is in the mix of the media • Consumers want to collaborate with brands • Understand the (digital) lifestyle & interests of your target group
  • 30. Research team Annelies Verhaeghe Martijn Huisman +32 9 269 1406 +31 10 742 10 34 annelies@insites-consulting.com martijnH@insites-consulting.com @annaliezze http://be.linkedin.com/in/martijnhuisman86 http://be.linkedin.com/in/anneliesverhaeghe
  • 31. Want to know more about research within the health sector? Robert Dossin Business Director Life Sciences & Health +44 20 7870 2579 robert@insites-consulting.com