Social media is a powerful medium, and can really improve patient outcomes. It can also add some much needed life to marketing plans, and help brands build relationships with patients. With any luck this will be a win/win for patients and brands. Right now the entire Pharma world is busy figuring out how to jump into social media. The problem is very few people are thinking about whether or not someone really wants a relationship with their Rx. Imagine announcing to the world on Facebook that you "like" your prescription Rx cream. Really? You want to do that? Well, different strokes and all. In this session we'll talk about how to chose the right social technologies to achieve the brand's marketing goals. Part of that decision matrix is understanding people and how and why they use social technology. We'll definitely talk about why Pharma should never say they want "viral" marketing. In a best case scenario, this will be a highly interactive presentation taking live suggestions and questions from the audience and discussing their unique situations. Tell me your product, we'll talk about your audience, and we'll discuss the appropriate use of social media technology for you.
**Come see my panel -- "Social Health: Who Wants to 'Like' Hemorrhoid Cream?"***
140 Char Bio: VP/Director @RTCRM. Connector of people, ideas & info. Marketer, treehugger, geek, blogger, baker, tea drinker, & artist. UMiami.
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Full bio:
Carlen Lea Lesser is the VP/Director Digital Integration & Innovation for RTC Relationship Marketing. The role of this unique team that Carlen leads at RTCRM is responsible for overseeing the integration of digital into all programs and campaigns. The team focuses on developing and applying digital behavior insights, information eco-systems, and tactical planning to ensure that all the pieces fit together seamlessly. The Dii team is also a voice of innovation for the agency providing leadership around new technology and new ways to use existing technology, both internally and for clients.
In addition, she has developed a specific focus on understanding FDA regulations and guidance on Pharma marketing, and how it applies to interactive marketing. Carlen, and her team, regularly publish and speak on this topic and provide briefings to clients and the industry whenever warning letters on digital communications are issued.
Her healthcare experience ranges from complex biologics for conditions like MS to pneumonia vaccines. As the Dii department head, Carlen works across almost all clients and is able to ensure that best practices from a variety of categories and industries are leveraged for all clients. Carlen’s agency experience at RTCRM and CDG Interactive includes Pfizer, Johnson & Johnson, AARP, Novo Nordisk, GSK, GEICO, Microsoft, Fannie Mae, Firefly Farms, Mondial Assistance Travel Insurance, and Hilton Hotels. She has also worked on the client-side with Allied Capital Corporation and Interstate Hotels & Resorts.
Carlen holds a Bachelor of Fine Arts from the University of Miami, and transitioned into the interactive space in 1999 after a successful career in professional theatre, by building the first website to aggregate technical theatre jobs in the Washington, DC area. She has an awesome husband (www.adrauglis.com), three crazy house rabbits, bakes, hikes, drinks tea, and is a fiber artist and Kohenet. You can find her on Twitter @carlenlea.
