Highlights from ExL Pharma's 2nd Digital Pharma EuropePresentation Transcript
HIGHLIGHTS FROM EXL PHARMA’S 2nd DIGITAL PHARMA EUROPE March 29-30, 2010 Berlin, Germany
‘We are living in the middle of the largest increase in expressive capability in the history of the human race’ Clay Shirkey, Here Comes Everybody, 2008
Ageing populations Influence of E7 countries Soaring cost of healthcare Pay for performance Influence of payers Patient empowerment Personalized medicine R&D not delivering Fewer blockbusters Emphasis on prevention Catastrophic image of pharma Digitally-mediated behaviours
How do we organizefor social media?
What have we learnt from mistakes?
How do we measure SM success or failure?
Approaching the use of social media
A communication explosion Source: Tim Holden, digital creative @nothingelseis
8 in 10internet users go on-line for health information (KruResearch 2010) >1000facebook communities around chronic illnesses Social networks will become hugely influential in patients‘ health decision making
Tipping the toes into the waters of web 2.0
Jump right in? Learn & understand Explore
Market and Competitor monitoring Exploration as PR tactic L.I.E.* Listen Inform Engage Market research tool Netnography *Kevin Kruse, KruResearch
Multiplier Effects in the Social Web 1 web posting published (active) 10 times commented (reactive) 1.000 times read (passive) Source: Nielsen BuzzMetrics
Basic Types of Web-based Research Use of the Social Web as an object of research and data source Use of web-based technology as a research tool Source: GIM Gesellschaft für Innovative Marktforschung, Germany
Netnography…. what is it about? Netnography is about listening closely to the Social Web: a qualitative method to systematically mine opinions, communicative patterns, moods and decision processes from online communication. Sources for Netnographyinclude all areas of the web containing user-generated content: blogs, forums, social networks, communities. Source: GIM Gesellschaft für Innovative Marktforschung, Germany
Still very new WEB 2.0: Lack of resources 24 / 7 Concerns about legal / regulatory / competitor issues Acknowledgement that web 2.0 is growing in importance Useful market research tool
Want to attend next year’s conference? For additional information on ExL’s Digital Pharma Conferences, please visit www.exlpharma.com