Case Study: Pfizer’s Social Media Strategy 
Presented by: Ray Kerins, Vice President/Worldwide Communications, Pfizer Inc.

 

Walking through Multiple Client Case Studies and Discussing the Future of Social Communications and Healthcare

 

Presented by: Jonathan Richman, Author, Dose of Digital

Before jumping into social media, it’s important to understand the rules of the game. We have determined that there are five basic principles that every pharma or healthcare brand must follow in order to get started in social media. Following these principles will tell you what to do and what not to do in order ensure you win over your customers instead of chasing them away.   The five principles are: Be Aware, Not Afraid, Monitor and Get Involved, All About E.V.E., Prepare to Surrender Control, and It’s Not About You.

Bio: Christina Blodgett is the Director of Customer Relations and Operations for BlogTalkRadio, where she manages and oversees relationships with individual hosts and clients including the Pentagon, Sun Microsystems, Woman's Day magazine, Century 21, and Wal-Mart. She also manages an outreach and marketing team dedicated to building new audiences for BlogTalkRadio, using web 2.0 marketing strategies and viral marketing within Facebook, Myspace, Ning, and Twitter. Prior to starting at BlogTalkRadio, she worked as the Director of Client Services and Consulting at Patron Technology, where she managed a department that provided support and training to over 1,300 clients. In addition, she consulted organizations including the Victoria & Albert Museum, Alvin Ailey Dance Theater, and the Los Angeles County Museum of Art on developing and executing long-term e-marketing strategies. Christina has a B.A. in English from Yale University and lives in Connecticut.

 

Nick Dawson, Director of Revenue Cycle, Bon Secours Health System
Roundtable Topic: Hospitals & Social Media - Establishing Two Way Communication for Employee Engagement, Patient Advocacy and Physician Satisfaction
Bio: Nick Dawson bridges the gap between healthcare operations and social media.  With more than 12 years experience in hospital operations, he  understands what makes healthcare tick. Currently Nick is the Director of Revenue Cycle for a 14 hospital system, he has also worked for other multi-hospital systems, and consulted with McKesson’s Provider Technologies. As a self-professed geek, Nick has earned his stripes as an active user of social media tools; writing about healthcare and process improvement. His unique understanding of both healthcare and deeply networked groups enables him to help organizations with customer service and operational improvements across the country.  Nick understands that it is all about connecting people, not just the tools. He believes in helping organizations grow their relationships with employees, patients and physicians by encouraging the conversation to take place online. Nick is a member of the Healthcare Financial Management Association and can frequently be found posting about healthcare and cooking on his blog, twitter and facebook.

 

Bio: Laurie Eimers is an Account Executive for the healthcare team at MultiVu, a PR Newswire company. Laurie has 10 year webcast background, as well as 10 years of hospital experience. As a member of the MultiVu healthcare team, Laurie works with companies of all sizes, providing consultative guidance to companies looking to make themselves known to their audience, whether is be via television, radio, web, retail or other methods. Laurie also helped launch the PR Newswire/MultiVu twitter team. Join Laurie on LinkedIn: http://www.linkedin.com/in/leimers



Tobi Elkin, Writer/Editor, eMarketer
Roundtable Topic: Avoiding the Pitfalls of Social Media
Bio: Tobi Elkin is a writer/editor at eMarketer where she creates original content for subscribers that includes interviews with digital media and marketing executives. Prior to joining eMarketer in November 2008, she was a freelance writer, editor and content consultant for multimedia companies such as Ask.com, AOL, FirstWivesWorld.com and Fox Interactive Media. She's covered the business of digital marketing, media and advertising, along with the technology marketing as a reporter, editor and columnist/blogger at MediaPost Communications, Advertising Age and Brandweek. Tobi has served as a moderator at marketing and interactive conferences and has ommented on popular culture, media and advertising trends for broadcast and cable outlets. She began her career in journalism at the Associated Press.


Michael Fleming, Senior Director, Social Media, GlaxoSmithKline
Roundtable Topic: Social Media and Pharma: Is there Really a "Right" Way?
Bio: As head of new and social media communications for GSK US Pharmaceuticals, Fleming is charged with spearheading exploration and adoption of social media across both product marketing and corporate communications.  He leads the team that recently launched the new GSK blog, "More than Medicine" and the company's forray into Twitter.  Previously, Fleming oversaw US product communications at GSK, leading development of innovative entertainment and sports marketing partnerships.  Prior to joining GSK, he held positions in global marketing, public affairs and operations at Searle and DuPont Pharmaceuticals. Earlier in his career, Fleming was a senior aide to a US Senator and he continues to be active in politics and civic affairs.  He is a graduate of the University of Delaware and the Johns Hopkins School of Advanced International Studies.


Tricia Geoghegan, Communications Lead, Neurology and ADHD,  McNeil Pediatrics, a division of Ortho-McNeil-Janssen Pharmaceuticals, Inc., Johnson and Johnson Pharmaceutical Services, inc.
Roundtable Topic: Building Awareness for Sustainable User Engagement in Pharmaceutical Social Media 
Bio: Tricia currently supports product and disease awareness communications for the Central Nervous System franchise of Ortho-McNeil-Janssen Pharmaceuticals, Inc., including global product communications in Neurology and ADHD. Tricia has spent the last 10 of her 25 years as a communications professional in healthcare, including global R&D and product communications at Sanofi-Aventis. Tricia is a second-generation journalist whose career began in a newsroom down the shore in New Jersey. She moved to corporate communications at AT&T, where she created the company’s first global publication for retirees, produced annual reports and handled high-tech and environmental issues management and media relations. Tricia’s current social media work includes managing two Facebook communities and sharing her learnings across the company as part of the Johnson and Johnson Corporate Social Communications Council.


Shwen Gwee, Corporate Communications, Vertex Pharmaceuticals & Founder, Social Pharmer Network
Roundtable Topic: Getting Started in a "Socially Challenged" World: Strategies and Best Practices for Initiating Social Media Programs in Pharma/Healthcare
Bio: Shwen is part of the Corporate Communications group  at Vertex Pharmaceuticals, where he leads New Media Communications and focuses on New/Social Media, Web 2.0, and Health 2.0. He develops and implements digital strategies in support of Marketing and Communications initiatives, oversees the overall digital strategy, and establishes/maintains key relationships with new media publishers and "new influencers". Shwen frequently presents at industry events on New/Social Media and advises various industry-related organizations on their social media strategies. For 2009, he will chair the annual Digital Pharma conference and sits on the advisory board for IAmBiotech.org. Shwen also hosts the Med 2.0 Blog & Podcast (med20.com), and is the founder of the Social Pharmer Network and Unconference (SocialPharmer.com) -- a network for new and social media in pharma and healthcare.

 

 

 

Bio: Terry Nugent has over 30 years of experience in healthcare professional direct marketing at the American Medical Association (AMA) and (since 1989) Medical Marketing Service, Inc. (MMS), where his responsibilities encompass list management, advertising, marketing, promotion, and client professional development. He is a Past President of the Midwest Healthcare Marketing Association (MHMA), Co-Chair of the Healthcare Communications and Marketing Council (HCMA) Midwest Regional Forum, a member of the Direct Marketing Association (DMA) and the Email Experience Council (eec) Speaker’s Bureau. His work has been published by industry journals including Medical Marketing and Media, PharmaVoice, Medical Meetings, and the Healthcare Marketer’s Exchange.  He has an MBA in Marketing from Loyola University of Chicago and an undergraduate degree in Advertising from Marquette University.

 

 

 

Jonathan Richman, Author, Dose of Digital & Director of Business Development, Bridge Worldwide
Roundtable Topic: The Future of Pharma Marketing 
Bio: Jonathan is the author of Dose of Digital and Director of Business Development for Bridge Worldwide, an interactive and relationship marketing agency based in Cincinnati, Ohio. Advertising Age ranks Bridge Worldwide among the Top 50 Digital Agencies in the country. The company’s client list includes several FORTUNE 500 companies such as Procter & Gamble, ConAgra Foods, and Kroger. He is the author of the popular pharma and healthcare industry blog, Dose of Digital (doseofdigital.com), which provides insights on digital marketing in healthcare. Jonathan writes and speaks extensively on the impact of digital technologies on healthcare marketing including his blog and multiple white papers. Prior to joining Bridge Worldwide, Jonathan worked at AstraZeneca for more than 11 years, holding various positions in sales and marketing. In his most recent position at AstraZeneca, Jonathan served as Brand Leader for healthcare professional marketing in the U.S. for breast cancer agents Arimidex and Faslodex.

Bio: Walter F. Cameron Advertising VP Mark Ross has been an award-winning business and brand strategist for over 26 years. His high-concept, strategic breakthrough solutions have brand-enabled over 300 companies – from start-ups to Fortune 50’s – including many of the best known, most successful healthcare companies in the world. Mark was recently named to the Advisory Board of Catapult, an organization of key opinion leaders who provide education and consultancy services to the dental industry. On the Social Media front, Mark founded the Dental Manufacturers Marketing Association (DMMA) to provide beneficial information and resources to manufacturers involved in the marketing of their products to professionals and consumers. The Medical Manufacturers Marketing Association (MMMA) was also recently started to benefit medical products manufacturers as well. Both groups are found on LinkedIn. Mark recently created a blog called The Client Manual, designed to discuss the many nuances of the client relationship. His goal of the blog is to improve Client and Agency relationships and eventually publish a book by the same name. Prior to Cameron, as CEO of The Ross Communications Group for five years, Mark consulted with companies such as GSK, Watson Pharmaceuticals and Pall Corp. Prior to that, Mark was President of a multi-million dollar medical advertising agency for 15 years, providing award-winning marketing solutions to leading healthcare companies including Sandoz, Squibb and Henry Schein. His work was often selected for inclusion in leading, published creative annuals and anthologies. Mark has been deeply involved in the advertising community. In 1994 he founded the Advertising Agency Council of Long Island, a group of advertising principals who meet monthly to discuss ways to optimize client service.

Bio: Christian T Sinclair, MD, FAAHPM is the Chief Strategist for KLX Media, a health care focused social media consulting firm which grew out of his desire to see social media and networking used for public health education and conversations.  Dr. Sinclair hopes health care organizations and clinicians get involved safely and actively to improve conversations about health.  He continues to practice as a full-time board-certified hospice & palliative medicine physician in Kansas City, MO.  His social media credentials include over 4 years and 280 posts blogging with the award winning Pallimed blog, an active following on Twitter, and setting up and maintaining several blogs and social media sites for health care companies.  He was recently quoted in The New York Times for his advocacy of social media public health education potential.