Reinventing the media: a new landscape for communications in pharma (Brussels 4th October 2012)

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  • 1. Reinventing the media: a new landscape for communications in pharma Reinventing the media: a new landscape for communications in pharma Doris Casares / @DorisCasares Communications and Public Affairs Director Spanish Generic Medicines Association (AESEG) Brussels 4th October 2012Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 2. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 3. Reinventing the media: a new landscape for communications in pharma 10 levels of intimacy in today’s communicationBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 4. Reinventing the media: a new landscape for communications in pharma ¿From 1.0 to 2.0 PR?Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 5. Reinventing the media: a new landscape for communications in pharma Key Figures 2.0 • 2014: Social Media platforms will be the first tool of Communications for 20% of the organizations (Gartner, 2011) • SM reduce travel expenses in organizations between 10% y 50% (Outlook Accenture, 2011) • Facebook has reached more than 50 million users in 4 years • Health is the most looked up word in Google Spain • 8 out of 10 Spanish internet users go online before going to the doctor almost half of them consider it “reliable info” (Pfizer Spain, 2010)Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 6. Reinventing the media: a new landscape for communications in pharma Why Pharma does not use the SM?Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 7. Reinventing the media: a new landscape for communications in pharma Fear to Unknown “How am I going to start something that might disappear soon?”Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 8. Reinventing the media: a new landscape for communications in pharma Fear to Change “Why changing something that is working ok?”Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 9. Reinventing the media: a new landscape for communications in pharma Fear to Fail “What if someone says something bad of me?”Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 10. Reinventing the media: a new landscape for communications in pharma Fear to personal management “Social Media platforms are thieves of my time”Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 11. Reinventing the media: a new landscape for communications in pharma A conservative and high regulated landscape With a special legal and ethic frame…Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 12. Reinventing the media: a new landscape for communications in pharma Are we in the Social Media? … but NO anyhow or anyway!Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 13. Reinventing the media: a new landscape for communications in pharma Strategy is the keyBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 14. Reinventing the media: a new landscape for communications in pharma 43 Why Social Media and web 2.0? Communications Social media is having a great effect on the way people communicate, and organizations need to find a way to monitor and measure digital interaction to ensure increased understanding and communication effectiveness Influencers We need to evaluate influence: which sites do people pay attention to and who is behind them? Relationships count It’s who you know, not what you know: this formula for business successs is amusingly exaggerated, but even so, as with classic media relations, relationships count Going forward Early flags of risk sometimes show in social media before they hit in the mainstream (ie. Egypt, Libia, earthquaque in Japan) Monitoring Through effective evaluation of what is happening online, organizations will learn when and how to interactBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 15. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 16. Reinventing the media: a new landscape for communications in pharma 48 AESEG offline strategy: En genérico PÚBLICOS INTERNOS Asociados y asociados adheridos AESEG Potenciales asociados Asociación Europea EGA Sector Farma PÚBLICOS INTERNOS Médicos – Hospitales Farmacéuticos – Farmacias Autoridades – Ministerios y CCAA Instituciones – Eurodiputados Opinión pública – MM.CCBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 17. Reinventing the media: a new landscape for communications in pharma AESEG evolution: from 1.0 to 2.0Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 18. Reinventing the media: a new landscape for communications in pharma What are the principles of SM?  Content  Community  Conversation  Constancy  Measure SHARE & LISTENBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 19. Reinventing the media: a new landscape for communications in pharma AESEG Report on the Knowledge, Use and Evaluation of Generic Medicines in SpainBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 20. Reinventing the media: a new landscape for communications in pharma AESEG Report on the Knowledge, Use and Evaluation of Generic Medicines in SpainBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 21. Reinventing the media: a new landscape for communications in pharma AESEG Report on the Knowledge, Use and Evaluation of Generic Medicines in SpainBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 22. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 23. Reinventing the media: a new landscape for communications in pharma AESEG 2.0 Communications 2011-2012Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 24. Reinventing the media: a new landscape for communications in pharma AESEG Communications 2.0 landscape . Main reference in the pharmaceutical Spanish and EU market for generics . Main influencers in the Health blogsphere in Spain . Frequency and rythm of publications (2-3 times a week) . New formats (video, podcasts, interviews, etc) . Listening and sharing with our community Communication Channels @aeseg_genericos y @engenerico . Facebook profile linked to @engenerico . Linkedin groups and foros in Spain and EU . Involving our associates within AESEGs comunicactions 2.0. . Training workshops for pharmaceutical companies and stakeholders . Public Affairs net of influencersBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 25. Reinventing the media: a new landscape for communications in pharma 43 What is a Blog? Website + Log Daily news Creating Brand Experiences Sharing perceptionsBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 26. Reinventing the media: a new landscape for communications in pharma Defining our Social Media Strategy • Following the Strategy offline • Monitoring our Brand • Creating our Profiles in the SM landscape • Managing and Updating our Profiles • Generating Reports on a daily basisBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 27. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 28. Reinventing the media: a new landscape for communications in pharma 57 Why Social Media and web 2.0?Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 29. Reinventing the media: a new landscape for communications in pharma Klout: The Standard for InfluenceBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 30. Reinventing the media: a new landscape for communications in pharma 58 Twitter as a Communications ChannelBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 31. Reinventing the media: a new landscape for communications in pharma 59 Our followers @aeseg_genericos MMCC Administración Agentes SectorBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 32. Reinventing the media: a new landscape for communications in pharma 60 Our followers @engenericoBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 33. Reinventing the media: a new landscape for communications in pharma 62 Most popular tweets @engenericoBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 34. Reinventing the media: a new landscape for communications in pharma 43Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 35. Reinventing the media: a new landscape for communications in pharma Hashtag reach #genéricosUE - May 30 2012 Total tweets and prints the hashtag # genéricosue obtained nearly 500 tweets and more than 700.000 impressions (duplicates have been removed, irrelevant, no-links and spam). the scope reached nearly 80,000 Twitter users.Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 36. Reinventing the media: a new landscape for communications in pharma Hashtag reach #genéricosUE – Madrid, May 30th 2012 #genéricosUE gets nearly 600 mentions during the day. Two major peaks observed in the mid morning and mid afternoon.Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 37. Reinventing the media: a new landscape for communications in pharma Hashtag reach #genéricosUE - May 30 2012 Tweets and users rate Like the first slide, two peaks are observed corresponding to mid morning and mid afternoon (CCAA and Social Media Pharma issues)Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 38. Reinventing the media: a new landscape for communications in pharma Hashtag reach #genéricosUE – Madrid, May 30th 2012 Most relevant terms and tweets at #genericosUE The image shows the most relevant tweets (most mentioned and most retweeted) during the eventBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 39. Reinventing the media: a new landscape for communications in pharma Hashtag reach #genéricosUE - May 30 2012 Most used keywords during event As can be seen in the image, the label used was the most proposed hashtag of the dayBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 40. Reinventing the media: a new landscape for communications in pharma 61 Most popular tweets @aeseg_genericosBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 41. Reinventing the media: a new landscape for communications in pharma Hashtag reach #genéricosUE - May 30 2012 Most active participants The most active profile throughout the day was that of @ aeseg_genericos with 88 tweetsBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 42. Reinventing the media: a new landscape for communications in pharma Hashtag reach #genéricosUE - May 30 2012 Distribution of participants Distribution of users and their contribution to the hashtag during the day. This turns to see the relevance of the account @aeseg_genericosBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 43. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 44. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 45. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 46. Reinventing the media: a new landscape for communications in pharma Pinterest: pinning our images and videosBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 47. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 48. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 49. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 50. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 51. Reinventing the media: a new landscape for communications in pharma 44 Why Communications 2.0? According the latest reports 78% of consumers take their decission after having gone online From consumer to an adprosumer era, a consumer-producer- presciptor-promoter of his own products and lovemarks It is expected for the end of 2012 more than 800 million active users of Social Media platforms in the world Fuente: www.marketingdirecto.comBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 52. Reinventing the media: a new landscape for communications in pharma 43Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 53. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 54. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 55. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 56. Reinventing the media: a new landscape for communications in pharmaBrussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 57. Reinventing the media: a new landscape for communications in pharma To end up… What came first: the Social Media revolution or the change of our society? Am I integrating strategically my offline communications with my online communications? What’s my main purpose with the Social Media?Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
  • 58. Reinventing the media: a new landscape for communications in pharma Doris Casares, Director of Communications and Public Affairs AESEG Twitter: @DorisCasares Email: dcasares@aeseg.es LinkedIn: http://www.linkedin.com/in/doriscasares Blog: www.engenerico.comBrussels 4th October 2012 @DorisCasares / @AESEG_genericos