Social Networks & Pharma. Industry(Iranian Pharma. Marketing Revisited)KavehYazdifardNov. 2009

“Ideas that spread, win.” Seth Godin Marketing Guru

Social Networks

LERO ©2009 | Eoin Whelan4Six Degrees of SeparationStanley Milgram – 1967Omaha, Nebraska to Boston, Massachusetts Duncan Watts – 2001Email49,000 senders, 19 receivers

LERO ©2009 | Eoin Whelan5The Tipping Point: How Little Things Can Make a Big Difference Malcolm Gladwell2000How does a new fashion spread?Few People RuleStickiness FactorContext Power

LERO ©2009 | Eoin Whelan6Social Network Theory …demonstrates that theties and relationshipsbetween individuals – and not the attributes of the individuals themselves – are what really matter!

Social Networking “Tools for Collaboration and Networking within and beyond the Enterprise” Collaboration: a recursive process where two or more people or organizations work together toward an intersection of common goals Networking:business opportunities are created through networks of like-minded business people. Enterprise Architecture: the organizing logic for business processes and IT infrastructure reflecting the integrationandstandardizationrequirements of the firm’s operating model.

Limitless Social Networks Connect Virtually EveryoneAnd you can build your own with Ning

The art of : Listening, Learning, and Sharing!

Listening,

Learning,

and Sharing!

Business-oriented directoryFor professional networking.40 million users, 170 industries (May 2009)“More than once, I relied on LinkedIn to make contacts…LinkedIn succeeded where all other marketing attempts failed.”

200 million members, 170 countries, 35 languages50% of users over age 35! Web and cell phone appsAfter “friending,” direct communication line without spam filters, emails to open and save.“Communications” platform text, photos, video, etc.I don’t use email with family and friends anymore.”The Vatican -- Pope 2.0, www.pope2you.net

~35 million users“Microblog” tweets of 140 characters“Follow” and be followed (or not)Restricted or open accessInfo pushed instantly to browsers and cell phones via text (SMS) messages, special appsInclude links to more information“Ambient awareness” Glimpse into daily routines of one’s network“Super fresh” Web

Emerging Applications of Social Net’sSocial networking between businessesSocial Networks in the Science communitiesA communication tool for teachersand students Students networking with professionals for internship and job opportunities

Not For Kids Only!“…nearly all of the recent growth in social networking have come from older people.” – Pew Research Center, April 2009Source: Adweek.com 5/27/2009

Okay.What Can This Do For Our Business?

Networks & Marketing

Average Products for the average people?Who will easily ignore you? Who does care?Mass MarketingOttaku

Advantages for Our BusinessOpen A Door, Start A ConversationLearn What They Think, Feel, DoSolicit Input“Share” Knowledge/Ideas“Post” To Provoke ConversationPublish Your ExpertiseFollow Your CustomersDo Good + Be Visible

ReconnectingWinning Over New BuyerBuild Brand AwarenessDifferentiate YourselfInstant Info To EveryoneHarness A Large TeamThe Power Of Friends, A TeamAdvantages for Our Business (cont’d)

10 tips for a successful social media/marketing experienceToday’s consumer wants to express him/herself, but without you (the brand) dictating how. Use social media and social networking as a way to listen to consumers. Treat your relationships with consumers as long-term conversations. Bring consumers into your inner circle. Find incentives to encourage participation. Learn to view your customers in a different light

7. When things go wrong, don’t try to cover up; don’t make false excuses. 8. Participate intelligently in the online social community. 9. What do your customers or brand enthusiasts care most about? 10. Leverage your people as online community leaders. 10 tips … (Continued)

Social Net’s &Pharma. Companies

Pharma. Industry Sales and marketing in pharma is traditionally a very expensive affair.Regulatory agencies exert significant control over the interaction.Pharma companies are extremely protective of the intellectual property (IP)

Perspective of Pharma. MarketingQuite simply social media significantly reduces the costs associated with engaging with consumers. This nullifies 2 of the issues above as it enables pharmaceutical companies to move the communication with their consumers prior to NDA approval since there isn't the huge financial risk associated with traditional media.

Traditional MindsetCurrently the impact of this is being underestimated for two reasons:The sales and marketing departments are isolated towards the end of the drug development process having very little contact with their research and development colleagues, andWithout an actualmarketable product the sales and marketing departments are at a loss as to what to sell.

شبکه های اجتماعی و فرصت های جدید بازار دارو

Top 10 Pharma. Efforts In Social MediaJohnson & JohnsonGlaxo-Smith-KlineBayerSanofi-AventisNovartis6. AstraZenecaUSBristol-Myers Squibb RochePfizerBoehringerIngelheim

Hence;It's no longer enough to simply sell products to consumers; it's no longer good enough just to have the sales and marketing people talking to their consumers after the drug development cycle is over. Engaging with your consumers from idea generation, through lead development and candidate selection, into the clinical phases and finally into sales and marketing is inevitable