Digital Strategies for Health Communication: Non-Invasive Prenatal Testing Companies Jessica Hooks July 19 th 2015

The Companies: Non-Invasive Prenatal Testing (NIPT)

The Rationale:  Current Lead Medical Science Liaison for Ariosa Diagnostics  Extremely competitive market  Differentiation between products is challenging  Need to think more objectively about our digital presence given market pressures and future goals

Ariosa = Harmony  Mission: Ariosa Diagnostics, Inc., is a molecular diagnostics company committed to innovating together to improve patient care.  Tagline: Clear answers to questions that matter.

SWOT Analysis Strengths: Brand consistency throughout website and social media Patient education video link available on FB page Website scaled for mobile devices Website translation targeted to largest client bases Weaknesses: Difficult to find on Facebook with infrequent posts (1x/mo) Most important publication not featured on social media Informational resources hard to find on website; redundancy All social media links on website incomplete Opportunities: Largest worldwide presence – demonstrate this via social media outlets Landmark study unmatched by competition Threats: Understaffed – need manpower to keep up constant presence Aggressive marketing efforts by competitors Not FDA-regulated, so smear campaigns possible

Recommendations  Utilize social media outlets as value add - provide up-to-date information and promote worldwide presence of Harmony  Identify target demographic for website and tailor accordingly  Engage sales force to participate in social media efforts while Marketing resources are limited  Maximize promotion of landmark study

Sequenom = MaterniT21 PLUS  Mission: Enable healthier lives through the development of innovative products and services.  Tagline: Quality of science. Nothing less.

SWOT Analysis Strengths: Easy to find on Twitter and FB by name of test Frequent posts that focus on product attributes and services Patient landing page addresses most prominent questions first Location finder on mobile site Weaknesses: FB and Twitter posts the same Excessive information on landing page for both Patients and Providers Multiple different tag lines used throughout website Opportunities: Minimal use of YouTube by competitors Consistent presence on Social Media For provider market, focus on technological advantage is compelling Threats: Different products for >35yo vs <35yo markets compared to single product for all women Minimal Likes on FB and Twitter No international focus

Recommendations  Identify one tagline and use throughout  Remove excessive text on landing pages and move to Tabs  Optimize use of YouTube for educational videos for patients and providers  Determine how to simplify concept of different tests for different markets

Natera = Panorama  Natera’s goal is to change the management of genetic disease worldwide, giving patients and providers essential health information.  Tagline: Transforming the management of genetic disease.

SWOT Analysis Strengths: “Social Hub” on website Well-organized, easy to navigate website Tremendous FB presence (43k Likes) Personal vignettes on FB Weaknesses: Difficult getting to Product page from Home page (4 clicks) Social media – search term “Panorama” does not work Reviews on FB vary widely – only 1 response by company Opportunities: Pre-existing presence in reproductive endocrinology market No other company offering pre-test genetic counseling Threats: Recent national guidelines against expanded testing panels – prev BD goal Competitors now offering post-test genetic counseling and pre-test education

Recommendations  SEO for “Panorama” and/or use same terms for each Social Media site  Highlight availability of genetic counseling information session on landing page  Respond in an appropriate and timely manner to criticism and questions on FB page  Add features to Social Hub to enhance direct engagement with company

QUESTIONS?