SOCIAL MEDIACONTEXTThe conversational fuel to powerstronger brand ROI

Read the full article on community context and its impact on Rx decision making in MedAdNews: http://bit.ly/iQLab1

ABOUT COMMUNITY CONTEXTThe new input in healthcare decision making

The way we make buying decisions has fundamentally changed

In 2006, we turned our collective attention to the impact of social media.

Prefer the opinion of “someone like me”.

The way we make buying decisions has fundamentally changed

The value of peer opinion had risen to surpass that of doctors and

academic experts for the first time.

2003 2006

The way we make buying decisions has fundamentally changed AGAIN

2003 2006 2010

Today that peers-first trust number has dropped to 37%,

falling behind everything from analysts to news reporting.

But that’s not the whole story

RIGHT DECISION FOR ME OR MY PATIENT

MEDICAL & MARKETING

We haven’t turned away from peer voices. We’ve simply reached a more balanced approach, synthesizing authoritative information with peer perspectives.

COMMUNITY CONTEXT

Materials from brands.

Advice from experts.

Perspectives of people like me.

Research I do on my own.

What people learn on the social Web that influences the meaning or impact of expert-created content

such as brand marketing and healthcare

professional advice.Community

Context:

Two of the most critical decisions in healthcare start with a little slip of paperThe moments when a physician decides to write an Rx and when a patient decides to fill one.

• ePocrates• Sermo • Patient communities

• WebMD• Online HCPs• Peer-to-peer

44% use content and context to evaluate

Content and context support the docs Rx

As many as 22% of prescriptions go unfilled – in part because of what patients

and caregivers learn from social context

The role of social is adding perspective. It’s the element of “what do people like me think?”

Accuracy

Does the expert information seem to reflect the experiences of real people?

Relevancy

What would someone like me choose for herself or her child?

Currency

Does it reflect the latest thinking?

Authenticity

What will it really be like?

Curiosity

Have I asked all the right questions?

What they find acts as a filter for all that authoritative content:

Does the expert information that you’ve

created complement and connect with

that context?

Does the social context continue your message

and story or interrupt it?

What social context will people find when they look up your brand?

Using social context for your brand

Understanding social context starts

with listening

Brands can use community context to make their creative even more powerful

Answer the real questionsPeople ask their toughest, most straightforward questions online.

Using social context lets your brand answer questions people ask each other.

Speak like a nativeSocial context immerses you in the way people really talk.

Complete the puzzle for herSocial context lets you see across all the possible inputs in a person’s decision making. Your marketing materials can complete that puzzle.

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Community context is about connecting brand marketing to human conversations

It’s how print and broadcast become interactive.

What we sayWhat you find

INNOVATION LAB 2010

Seth Quillinsvp, innovationsquillin@iq-w.com614.543.6565iQ-W.com@squillin

Leigh Householderstrategist, iQleigh.householder@iq-w.com614.543.6496IQ-W.com@leighhouse