Choose C or D or BOTH for Maximum Value and Learning

How To Implement A Social Media Strategy That Will Benefit Your Organization's Bottom Line: A Step-By-Step Process

The standards for participation in social media from the FDA have been constantly evolving and thus, difficult to navigate for the past few years. But the fact remains that caregivers, consumers, doctors and patients utilize the Web and multiple social networks every day as a primary point of research for their medical care.

Multiple pharma companies like Pfizer, J&J and many others have successfully navigated FDA mandates to connect with their publics in ways that have raised awareness, education and sales. Whether B2B or B2C, branded or off-branded, utilizing best practices online with SEO (Search Engine Optimization) and up-to-date social media tools will only benefit the ROI for your organization.

This workshop will provide you with multiple social network case study examples of how various pharma companies, hospitals and others in the health field are benefitting consumers, caregivers, doctors and the bottom line.

Working in teams, you will be charged with:

• Generating insights about your key stakeholders (patients, physicians, caregivers, alumni, etc) to learn how to speak to them where they are on/offline
• Creating a strategy based on your insights that gives value to your audience/customers
• Developing marketing materials for social media channels for a fictional hospital and pharma product as a tool to provide fresh thinking around pharma issues online outside of the realm of your particular organization
• Managing crisis situations by utilizing social media

You will leave this interactive, hands-on session with a strong foundation of new tools and knowledge to help your organization navigate into a successful and strategic social media campaign.

WORKSHOP LEADER: John Havens is Senior Vice President, Social Media at Porter Novelli, and the author of the book, Tactical Transparency: How Leaders Can Leverage Social Media To Maximize Value and Build Their Brand (Wiley 2008). He is a recognized expert in the fields of Transparency and Augmented Reality for Social Media/Public Relations. He is the former VP of Business Development at BlogTalkRadio and has been blogging about social media since 2005 when he was the first Guide to Podcasting at About.com. A frequent speaker on transparency and augmented reality, John has written for/been quoted in Fast Company, iMedia, and ADOTAS amongst other sites. He is also a 2010 Fellow for the Society for New Communications Research.

Zach Molinaro is an Account Executive in the Health Care Practice of Porter Novelli New York (PNNY) and helps execute public relations programs for several Merck & Co., Inc. (Merck) products. Specifically, Zach works on several drugs in Merck’s cholesterol franchise.  Before joining PNNY, Zach previously supported sanofi-aventis’ Ambien CR, a drug used in the treatment of insomnia.

11:30 a.m. to 1:00 p.m.
Afternoon break/lunch on your own.

How To Prove The Value Of Social Media And Online Marketing For Pharma: Building Your Own Measurement Framework

Hundreds of millions of conversations, recommendations, and critiques take place online. They are continually evolving conversations about your industry, your company and your brand.

Implementing the right social media measurement strategy and tools can give your brand the ability to monitor web traffic and brand reputation, locate ideal consumers, dissect the competition's share of social media voice, and grow a loyal community of brand enthusiasts while tangibly demonstrating ROI.

Attend this workshop and learn from an experienced brand monitoring and analytics consultant the who, what, when, where, and why of social media measurement as it relates to pharma. The curtain will be pulled back as vendors, capabilities, and even prices are discussed.

You'll walk away with strategies and systems to turn data into actionable information that drives the success of your business objectives.

• Who is your brand's greatest online enthusiast and greatest online threat
• What tools are used to monitor and quantify social media activity and their prices
• What people are saying about your brand and where
• When your online campaign has become viral and produced ROI
• Where your campaign will have the most impact
• Why you need a separate budget plan dedicated to social media

WORKSHOP LEADER: Stephanie Noble is the Founder of Paden Noble Consulting, a web, software, and database development corporation, which boasts its own integrated social media measurement and web visibility enhancement system. Stephanie works hard to make Paden Noble the number one solution for small to midsize corporations that need to do and be more online, while spending less. Driven by a passion to bring the social media measurement and viral marketing capabilities of the Fortune 500 to small and midsize businesses, she feels that smaller companies, without the bureaucratic hierarchy of large corporations are actually better positioned to take advantage of social media.