Pharmaceutical companies and       social media          May 2012
General shifts in Healthcare
Lots of Health related communities
But in the middle east…..
WHAT IS SOCIAL MEDIA?
Not just Facebook• Social media is any media where two way  dialogue can occur, like comments on a news  article, engaging...
WebMD• Jan 2012 –• WebMD.com has 107 million unique visitors  each month, and total traffic of 2.24 billion  page views in...
What’s the problem?• Critics and users alike have complained that  the company is a ‘drug pusher’, putting  out content th...
Some more issues• The site has become tougher to navigate. Numerous ads  and banners make for a more noisy and  distractin...
Some stats• 96% of the nearly 23,000 consumers surveyed  by National Research use Facebook to gather  information about he...
Pharma companies website traffic
Define your audience• B2B – you sell directly to doctors and hospitals• B2B2C – you sell to pharmacies and they sell  to c...
PHARMA MARKETING TOPHYSICIANS
The proliferation of small and large communities is the   result of physicians’ increasing need to share ideas and   discu...
Creating content that’s useful to other   businesses (nearly all are social)
PHARMA MARKETING TOCONSUMERS
Pharma Marketing to Consumers•   One-third of consumers are using Facebook, Twitter and other social media sites to    see...
Do they trust you?• Consumers were more likely to trust  information posted by doctors and hospitals  compared to insurers...
Know your audience!Who are you tryingto attract?Then decide whichsocial network isbest.
WHY SOCIAL MEDIA AGAIN?
……All these have the infrastructure, the eyeballsand the apps to make it a really easy experience
Why social media – the consumer            point of view• Not everyone is an expert in navigating  through your website, o...
Why social media – the physician point              of view• Easier to collaborate and share information• Smartphones are ...
WHAT SHOULD YOU BE DOING
Its not always about the channel its             about listening• Geographical and semantic language  processing key• If p...
It IS about the consumer• Make sure you’re providing a solution to a  problem – are you helping other patients  connect wi...
Make sure its legal!• Do check with your local Drug Regulation  Agency to make sure you’re not over stepping  any boundari...
Resource for communities and social media presence of pharma globallyhttp://www.doseofdigital.com/healthcare-pharma-social...
References• http://agentd.com/whitepapers/Pharma_20_Heading_Towar  d_Social_Media_Marketing.pdf• PWC Health   – http://www...
Pharmaceutical Companies And Social Media
Pharmaceutical Companies And Social Media
Pharmaceutical Companies And Social Media
Pharmaceutical Companies And Social Media
Pharmaceutical Companies And Social Media
Pharmaceutical Companies And Social Media
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Pharmaceutical Companies And Social Media

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Pharmaceutical companies and social media - B2B and B2C thoughts

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Pharmaceutical Companies And Social Media

  1. 1. Pharmaceutical companies and social media May 2012
  2. 2. General shifts in Healthcare
  3. 3. Lots of Health related communities
  4. 4. But in the middle east…..
  5. 5. WHAT IS SOCIAL MEDIA?
  6. 6. Not just Facebook• Social media is any media where two way dialogue can occur, like comments on a news article, engaging in discussion forums, what’s app and bbm messenger on smartphones, Youtube videos, blogs, facebook and more• Don’t forget Google!
  7. 7. WebMD• Jan 2012 –• WebMD.com has 107 million unique visitors each month, and total traffic of 2.24 billion page views in the third quarter of 2011• WebMD revenues fell about 10% to $20million. Experts and trend strategists suggest that consumers are turning to other sources for medical information i.e. social media.
  8. 8. What’s the problem?• Critics and users alike have complained that the company is a ‘drug pusher’, putting out content that steers consumers towards drugs manufactured by advertisers such as Eli Lilly• TOO MUCH OF A HARD SELL. USERS GETTING TURNED OFF
  9. 9. Some more issues• The site has become tougher to navigate. Numerous ads and banners make for a more noisy and distracting environment.• Too much content makes it confusing for users to quickly find what they’re looking for. E.g. Searching for a migraine solution is like searching for a needle in a haystack – should one start with symptom checker, Health A-Z or Health Conditions?• The site desperately needs to be re-designed so that it is more focused on consumers rather than advertisers.• Outdated content is an issue. Case in point – on the Expert blog ‘Recent Posts’ are dated October 2011 (as of this writing).
  10. 10. Some stats• 96% of the nearly 23,000 consumers surveyed by National Research use Facebook to gather information about health care, with 28% using YouTube and 22% using Twitter.• Hospitals, health-care providers and private insurers also are seeing social media as a tool to engage consumers
  11. 11. Pharma companies website traffic
  12. 12. Define your audience• B2B – you sell directly to doctors and hospitals• B2B2C – you sell to pharmacies and they sell to customers• Brand awareness – do you want customers to know your name so that in the pharmacy they choose your product? Or do you prioritize doctors?
  13. 13. PHARMA MARKETING TOPHYSICIANS
  14. 14. The proliferation of small and large communities is the result of physicians’ increasing need to share ideas and discuss clinical cases with colleagues in every part of the world. The analysis highlights a very complex social landscape, with a very strong community presence in the US, but also a significant presence of more or less large local communities almost worldwide.http://www.publicishealthware.com/HP3Image/content/facts/maps_social_Final_grande.jpg
  15. 15. Creating content that’s useful to other businesses (nearly all are social)
  16. 16. PHARMA MARKETING TOCONSUMERS
  17. 17. Pharma Marketing to Consumers• One-third of consumers are using Facebook, Twitter and other social media sites to seek medical information, discuss symptoms and express their opinions about doctors, drugs and health insurers, according to a new report• In the survey of 1,060 people in February, 45% of consumers said information found through social media would affect their decision to get a second medical opinion and 34% said it would affect their decision about taking a specific medication.• “Those medical providers and payers who are able to use social media are likely to do better in the marketplace as consumers make these decisions,” said John Edwards, a director in PwC’s healthcare strategy and business intelligence practice.• “But our research shows that consumers’ expectations continue to outpace the ability of providers and payers to deliver.”• (source PWC Health research 2012)
  18. 18. Do they trust you?• Consumers were more likely to trust information posted by doctors and hospitals compared to insurers and drug companies, the survey found. Only 42% of respondents said they would trust information posted by insurers and 37% for a pharmaceutical company.
  19. 19. Know your audience!Who are you tryingto attract?Then decide whichsocial network isbest.
  20. 20. WHY SOCIAL MEDIA AGAIN?
  21. 21. ……All these have the infrastructure, the eyeballsand the apps to make it a really easy experience
  22. 22. Why social media – the consumer point of view• Not everyone is an expert in navigating through your website, or even finding your website• These days technology has become much more social (think Siri on the iphone)• Its easier for me to ask someone like me online, its quicker and I trust them more• Most people’s first experience with the web these days will start with Facebook
  23. 23. Why social media – the physician point of view• Easier to collaborate and share information• Smartphones are enabling real time comms and updates• The world is flat more connections = faster response to problems
  24. 24. WHAT SHOULD YOU BE DOING
  25. 25. Its not always about the channel its about listening• Geographical and semantic language processing key• If people are talking about having heart issues and you want to push your pregnancy medication, people will just turn off• What is the data really telling you? Can you pre-empt something?
  26. 26. It IS about the consumer• Make sure you’re providing a solution to a problem – are you helping other patients connect with similar people? Are you creating a community?• Are they finding it hard to get the info they need? Try doing some Google searches with keywords your consumer might use and have a look at the journey
  27. 27. Make sure its legal!• Do check with your local Drug Regulation Agency to make sure you’re not over stepping any boundaries.
  28. 28. Resource for communities and social media presence of pharma globallyhttp://www.doseofdigital.com/healthcare-pharma-social-media-wiki/
  29. 29. References• http://agentd.com/whitepapers/Pharma_20_Heading_Towar d_Social_Media_Marketing.pdf• PWC Health – http://www.pwc.com/us/en/health-industries• IDC Health – http://lifesciencesinsight.com/Client/CTP/Files/Lynne%20Dunbrack.pd f• Publicis Healthware – http://www.publicishealthware.com/en/aboutus/home/entry/0/177/ 0/default.html• Dose of Digital – http://www.doseofdigital.com/healthcare-pharma-social- media-wiki/

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