This panel's full title is "Using New Media to Market (or Motivate?) Behavioral Change -- Practical Lessons from High-Profile Cases." Participants include:
- Fabio Gratton, Ignite Health
- Adam Pellegrini, American Cancer Society
- Debbie Donovan, Conceptus
- Moderator: Nedra Weinreich, Weinreich Communications
Fabio discussed how his company has leveraged blogs. He has built a series of blog networks in specific disease states. www.HepB.tv is a pharmaceutical company sponsored patient video blog that Fabio created. Fabio has some interesting ideas and has done some creative things online. I hope to interview him soon in an upcoming Pharma Marketing Talk podcast. Stay tuned for that!
Fabio learned that self-esteem and ego were powerful drivers that motivate bloggers, more so than accumulating points that can be redeemed for music downloads.
Debbie Donovan blogs in the medical device space -- "Diary of a Decision: The Essure Procedure." Her company created a persona, "Judy", so that visitors can "Ask Judy" questions. This simple device dramatically increased the number of questions submitted daily. Patient stories on her site are there to help women see what other woman who have undergone the procedure are saying and feeling.
Adam Pellegrini talked about ACS's "Relay for Life" website, which hosts 8,000 bloggers. "Your really don't know what your users want, unless you know who your users are," said Adam. Metrics are important. Go ask Jim Edwards -- BrandweekNRX continues to poll its users. ACS will never replace its editorial content, which is well-trusted, with user-generated content. But it is working on integrating the two sources of content.