Collaborating for Trust:Pharma, Patient Organizations, & Social Media
1. TAI SPARGO
National Organization for Rare Disorders
CLARISSA TRUJILLO
Lundbeck
EILEEN O’BRIEN, MS
Siren Interactive
Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
2. Collaborating for Trust:
Pharma, Patient Organizations,
& Social Media
Eileen O’Brien
Director of Search & Innovation, Siren Interactive
Tai Spargo
Special Projects Coordinator, NORD
Clarisssa Trujillo
Manager, Communications, Lundbeck
09.28.2010
Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
3. How To Influence The Conversation
Add value
o Shareworthy content
Be trusted
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Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
5. Rare Disease Patient Insights
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Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
6. Insight 1:
Patients with Rare Disorders feel alone and isolated.
Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
7. Insight 2:
They seek a connection with others like them.
Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
8. Insight 3:
They are primary drivers of diagnosis and treatment.
Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
9. Insight 4:
They use the internet to educate and support each other
Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
10. Insight 5:
They want pharma to participate
Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
12. Principles to Create Shareworthy Content
Listen and Learn
Orient Around Your Patient’s Journey
Educate — Don’t Sell
Measure and Analyze
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Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
13. The Situation
Goal: Attract more targeted patient visits to unbranded disease education
website for Primary Immune Deficiency
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Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
14. Listen and Learn
Key Insight: Online intelligence review found patients don’t identify
with general term ‘primary immune deficiency’, but instead with specific
type of PI:
Common Variable Immune Deficiency (CVID)
Wiskott Aldrich Syndrome (WAS)
Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
15. Orient Around Your Patients Journey
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Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
16. Educate – Don’t Sell
Solution:
Optimize content on the site
around terms that are
relevant to PI patients
searching for disease info
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Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
17. Measure & Analyze
Result:
Upon launch of new content
and search campaign
200% lift in traffic to the site
30% increase in registrations
for updates
4 times more traffic for
pages with CVID language
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Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
19. Pharma’s Reputation
Source: Epsilon, A Prescription for Customer Engagement, March 2010
N=1,350 U.S. consumers
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Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
20. Who Do Patients Trust?
Source: Epsilon, A Prescription for Customer Engagement, March 2010
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Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
21. Trust Agents
A trust agent is a person
with online influence,
strong relationships and
a trusted reputation
In the online health space
there are organizations who
are considered trust agents
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Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
22. Find The Trust Agent
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Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
23. Partner Enables Message Sharing
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Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies
24. Participate In The Conversation
Key Success Factors:
Provide value
Consider partnering with a Trust Agent
Benefit:
Influence the conversation and the relationship
with your brand
Remember:
It’s not about you – it’s about the patient
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Proprietary and Confidential Relationship Marketing Experts for Rare Disorder Therapies