Social Networks and Pharma Industry

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

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

Social Networks

LERO ©2009 | Eoin Whelan
4
Six Degrees of Separation
Stanley Milgram – 1967
Omaha, Nebraska to Boston, Massachusetts
Duncan Watts – 2001
Email
49,000 senders, 19 receivers

5
The Tipping Point: How Little Things Can Make a Big Difference
Malcolm Gladwell2000
How does a new fashion spread?
Few People Rule
Stickiness Factor
Context Power

6
Social 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 Everyone
And you can build your own with Ning

The art of :
Listening,
Learning,
and Sharing!

Business-oriented directory
For 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 languages
50% of users over age 35!
Web and cell phone apps
After “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 access
Info pushed instantly to browsers and cell phones via text (SMS) messages, special apps
Include links to more information
“Ambient awareness” Glimpse into daily routines of one’s network
“Super fresh” Web

Emerging Applications of Social Net’s
Social networking between businesses
Social Networks in the Science communities
A 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 2009
Source: 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 Marketing
Ottaku

Advantages for Our Business
Open A Door, Start A Conversation
Learn What They Think, Feel, Do
Solicit Input
“Share” Knowledge/Ideas
“Post” To Provoke Conversation
Publish Your Expertise
Follow Your Customers
Do Good + Be Visible

Reconnecting
Winning Over New Buyer
Build Brand Awareness
Differentiate Yourself
Instant Info To Everyone
Harness A Large Team
The Power Of Friends, A Team
Advantages for Our Business (cont’d)

10 tips for a successful social media/marketing experience
Today’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. Marketing
Quite 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 Mindset
Currently 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, and
Without 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 Media
Johnson & Johnson
Glaxo-Smith-Kline
Bayer
Sanoﬁ-Aventis
Novartis
6. AstraZenecaUS
Bristol-Myers Squibb
Roche
Pﬁzer
BoehringerIngelheim

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

Social Networks and Pharma Industry

by Kaveh Yazdifard on Nov 04, 2009

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