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Presentación de @serkova (Social Media Manager en Boehringer Turquía) sobre el futuro del Social Media en la industria Farmacéutica

Presentación de @serkova (Social Media Manager en Boehringer Turquía) sobre el futuro del Social Media en la industria Farmacéutica

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    Se 0726-s-erkovan-smip-finalupload-110808154849-phpapp01 Se 0726-s-erkovan-smip-finalupload-110808154849-phpapp01 Presentation Transcript

    • What’s Next for Pharma and Social Media?Serkan ErkovanLead Business Consultant forPrescription Medicine, Consumer Health Care and Animal Health Sales & MarketingBoehringer Ingelheim TurkeyAug 4th, 2011 @serkovan http://www.serkanerkovan.com Social Media in Pharma Summit 2011
    • The statements or opinions expressed in thispresentation are my own and do notnecessarily represent those of BoehringerIngelheim. Social Media in Pharma Summit 2011 2
    • My presentation outline would be… Social Media in Pharma Summit 2011 3
    • Today… Pharma 1.5 Social Media in Pharma Summit 2011 4
    • Some brands don’t entirely get it. • They’re on Facebook, but . . . • They don’t allow users to comment on their content. • They don’t allow users to share their content. • They don’t allow users to “like” their content. • Many of these brands are in the OTC pharmaceutical industry. • They are afraid. Social Media in Pharma Summit 2011 5Stacy Lukasavitz, 2010. http://j.mp/fg6MBp
    • Comments & Likes… Social Media in Pharma Summit 2011 6
    • Tomorrow.. Pharma 3.0 A new ecosystem Social Media in Pharma Summit 2011 7 Photo Source http://rekslare.deviantart.com/art/Going-Bananas-182713386
    • Social Media in Pharma Summit 2011 8http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0
    • S Social Media in Pharma Summit 2011 9http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0
    • three core competencies to succeed:1. connecting information2. radical collaboration3. operating multiple business models “Five years from now, the CEO of a pharma company should be uncomfortable if the CIO is not present at a key strategy meeting. That’s how important IT needs to be for pharma strategy.” Werner Boeing, Roche Social Media in Pharma Summit 2011 10
    • How? Questions to think…1. Do you hold everyone accountable?2. Have you thought strategically (ie. big) and made sure that you will NOT fail?3. Did you prepare the presentation that will secure the funding to start?4. Do you have a corporate policy?5. Are you pushing the organization?6. Did you assume …?7. Did you ensure that all patients are targeted?8. Are you confident that HCP’s will still prefer personal interaction?9. Have you focused all your in Pharma Summitthe Internet? Social Media efforts on 2011 11
    • How? Questions to think…1. Do you hold everyone accountable?2. Have you thought strategically (ie. big) and made sure that you will NOT fail?3. Did you prepare the presentation that will secure the funding to start?4. Do you have a corporate policy?5. Are you pushing the organization?6. Did you assume …?7. Did you ensure that all patients are targeted?8. Are you confident that HCP’s will still prefer personal interaction?9. Have you focused all your in Pharma Summitthe Internet? Social Media efforts on 2011 12
    • • “Social media isnt a box to be ticked or a department to be manned or even a campaign to be launched... You know that social-media department you just built? Go and dismantle it right now, because this stuff is too important to be left to the experts.”1 • “While Im not suggesting that all companies give the social-media team its own organizational function, its clear that brand leaders havent fully examined structural changes that need to be made.”2 • “I see the Social Media Administrator not as someone who develops content and participates in discussions on social media (although they could certainly have a business related personal blog or twitter stream). This is not the senior leadership role for social media in an organization but rather the coordination point for company activities.”31. Bloom, J. (2009) “Dedicated Social-Media Silos? Thats the Last Thing We Need”, Advertising Age, http://j.mp/3V48L, accessed Sep 13, 2009. 132. Perry, C. (2009) “Why Social Media Isnt Living Up toSocial Media in Pharma Summit 2011 the Hype (Yet)”, Advertising Age, http://j.mp/xSfFg, accessed Sep 13, 2009.3. Scott, D. M. (2009) “Is it time for companies to hire a Social Media Administrator?”, http://j.mp/z7OKh, accessed Sep 13, 2009.
    • Digital Savvy Coordinator • 3 capabilities that differ them from traditional brand managers: – Integrative thinking: Social tech + brand comm – Lean collaboration skills: Start with few resources , “They must therefore rely on persuasiveness and charm to beg, borrow, or otherwise co-opt people from across the organization and get them to work together on initiatives” – High speed: Sometimes daily cycles to scan & react 14 Social Media in Pharma Summit 2011 Media “Ringmaster”, Harvard Business Review Spenner, P. (2010) Why You Need a New- Artwork: Alex MacLean, Universal Studios Pedestrian Paths and Walkways II, 1999, photograph, Orlando, FL
    • Identify the responsibles:http://www.twitter.com/boehringertr Social Media in Pharma Summit 2011 15
    • How? Questions to think…1. Do you hold everyone accountable?2. Have you thought strategically (ie. big) and made sure that you will NOT fail?3. Did you prepare the presentation that will secure the funding to start?4. Do you have a corporate policy?5. Are you pushing the organization?6. Did you assume …?7. Did you ensure that all patients are targeted?8. Are you confident that HCP’s will still prefer personal interaction?9. Have you focused all your in Pharma Summitthe Internet? Social Media efforts on 2011 16
    • Strategy FocusCONTENT PEOPLE LANGUAGE Social Media in Pharma Summit 2011 17
    • People: Where are they?Where are people in social media, where do they create content andwhere do they spend time? Social Media in Pharma Summit 2011 18
    • Content StrategyContent Strategy document should be created. Frequency, timing,interaction type, responses to questions should be prepared.Content enrichment should be implemented and scheduled into calendar. Social Media in Pharma Summit 2011 19
    • Social Media LanguageCommunication Language should be identified Social Media in Pharma Summit 2011 20
    • How? Questions to think…1. Do you hold everyone accountable?2. Have you thought strategically (ie. big) and made sure that you will NOT fail?3. Did you prepare the presentation that will secure the funding to start?4. Do you have a corporate policy?5. Are you pushing the organization?6. Did you assume …?7. Did you ensure that all patients are targeted?8. Are you confident that HCP’s will still prefer personal interaction?9. Have you focused all your in Pharma Summitthe Internet? Social Media efforts on 2011 21
    • Allocate funding early on 22Social Media in Pharma Summit 2011
    • How? Questions to think…1. Do you hold everyone accountable?2. Have you thought strategically (ie. big) and made sure that you will NOT fail?3. Did you prepare the presentation that will secure the funding to start?4. Do you have a corporate policy?5. Are you pushing the organization?6. Did you assume …?7. Did you ensure that all patients are targeted?8. Are you confident that HCP’s will still prefer personal interaction?9. Have you focused all your in Pharma Summitthe Internet? Social Media efforts on 2011 23
    • Social Media in Pharma Summit 2011 24
    • Pharma in Social Media…Sharing of clinical trials’ resultsPress ReleasesSocial Responsibility ProjectsNew Product LaunchesCrisis ManagementAwardsQ&A Sessions Patient / HCPsConsumer Line SupportHCP & Patient Feedback on productsCompetitor Activities, competitive information Social Media in Pharma Summit 2011 25
    • Association of Research-Based PharmaceuticalCompanies (AİFD)AİFD is a member of IFPMA – International Federation of Pharmaceutical Manufacturers andAssociations and EFPIA (European Federation of Pharmaceutical Industries and Associations). Social Media in Pharma Summit 2011 26http://www.aifd.org.tr/en/anasayfa.aspx
    • Digital Communications in the PharmaceuticalSector, AİFD User GuideThis Guide covers the following topics:• Corporate Websites• Websites Aimed at Patients and the General Public• Websites Offering Product Information to Health-Care Professionals, orPromotional Websites• Computerized or Web-Based Promotional Methods• Social Media Guidance• Information Sharing via Means of Electronic Communication• Frequently Asked Questionshttp://www.aifd.org.tr/en/Hakkimizda/internetkullanicirehberi.aspx Summit 2011 Social Media in Pharma 27
    • How? Questions to think…1. Do you hold everyone accountable?2. Have you thought strategically (ie. big) and made sure that you will NOT fail?3. Did you prepare the presentation that will secure the funding to start?4. Do you have a corporate policy?5. Are you pushing the organization?6. Did you assume …?7. Did you ensure that all patients are targeted?8. Are you confident that HCP’s will still prefer personal interaction?9. Have you focused all your in Pharma Summitthe Internet? Social Media efforts on 2011 28
    • Push the organization for changePhoto Source: http://fineartamerica.com/featured/2-steve-jobs-guillermo-contreras.html Social Media in Pharma Summit 2011 29
    • How? Questions to think…1. Do you hold everyone accountable?2. Have you thought strategically (ie. big) and made sure that you will NOT fail?3. Did you prepare the presentation that will secure the funding to start?4. Do you have a corporate policy?5. Are you pushing the organization?6. Did you assume …?7. Did you ensure that all patients are targeted?8. Are you confident that HCP’s will still prefer personal interaction?9. Have you focused all your in Pharma Summitthe Internet? Social Media efforts on 2011 30
    • Social Media in Pharma Summit 2011 31
    • Social Media in Pharma Summit 2011 32https://www.mediguard.org
    • All Age Groups Are Using Social Media  Participation has grown across all age segments  18-24 segment is leading in participation – ~90% participate in some way – ~75% join social networks  55+ segment engagement is increasing across all types of participation (e.g., creators, critics, spectators)  Marketing to 45+ now viable through social media due to their increasing participation  Only 28% of online adults 45-54 say they don’t use social media  Only 38% of online adults 55+ say they don’t use social media Social Media in Pharma Summit 2011 33Source: IMC2 Adaptation of 2008 Forrester Research
    • How? Questions to think…1. Do you hold everyone accountable?2. Have you thought strategically (ie. big) and made sure that you will NOT fail?3. Did you prepare the presentation that will secure the funding to start?4. Do you have a corporate policy?5. Are you pushing the organization?6. Did you assume …?7. Did you ensure that all patients are targeted?8. Are you confident that HCP’s will still prefer personal interaction?9. Have you focused all your in Pharma Summitthe Internet? Social Media efforts on 2011 34
    • Level of Social Media Activity Depends on Condition Rank Condition Health 2.0* Rank Condition Health 2.0* 1 ADD/ADHD 59% 21 Acid Reflux 37% 2 Acne 53% 22 Chronic Pain 36% 3 Influenza/Flu 50% 23 Restless Leg Syndrome 35% 4 Eye Infections 46% 24 Arrhythmia 33% 5 Insomnia/Sleep Disorder 46% 25 Pneumonia 33% 6 Psoriasis 46% 26 High Triglycerides 32% 7 Irritable Bowel Syndrome 45% 27 Overactive Bladder 31% 8 Fibromyalgia 45% 28 Cancer 30% 9 Eczema 45% 29 Enlarged Prostate 29% 10 Migraine 44% 30 Osteoporosis 29% 11 Generalized Anxiety 44% 31 High Cholesterol 26% 12 Ear infections 43% 32 Any Arthritis 26% 13 Anxiety/Social Phobia 43% 33 Hypertension 25% 14 Chronic Bronchitis 42% 34 Diabetes 25% 15 Acute Pain 41% 35 Heart Disease 18% 16 Allergies 40% 17 Asthma 39% 18 Depression 39% 19 Gout 37% 20 Shingles 37%*Health 2.0 percentages refer to the share of consumers either creating or consuming content on health blogs, message boards, chatrooms, health social networks and health communities, patient testimonials; Only for conditions where n>60 Social Media in Pharma Summit 2011 35Source: Manhattan Research, Cybercitizen Health® v2.0-9.0
    • Of Those Online, Caregivers Tend To Be More Active in Social Media Social Media in Pharma Summit 2011 36Source: Manhattan Research, Cybercitizen Health® v2.0-9.0
    • How? Questions to think…1. Do you hold everyone accountable?2. Have you thought strategically (ie. big) and made sure that you will NOT fail?3. Did you prepare the presentation that will secure the funding to start?4. Do you have a corporate policy?5. Are you pushing the organization?6. Did you assume …?7. Did you ensure that all patients are targeted?8. Are you confident that HCP’s will still prefer personal interaction?9. Have you focused all your in Pharma Summitthe Internet? Social Media efforts on 2011 37
    • HCP Use of Online/Social Media Has GrownPercent Reach of Health Categories Among Physicians 4 out of 5 U.S. PhysiciansQ1 2010 Online Visited Health CareTotal U.S. Home/Work/University Locations Professional Sites in Q1Source: comScore, Inc.Health Category % Reach of Share of Minutes Share of Visits at 2010 Physicians at Health Health Online Categories CategoriesHCP Content 81% 48% 33%General Health Content 75% 2% 10%Association 67% 7% 8%Pharma Support 51% 8% 11%Pharmaceuticals 50% 2% 3%Government 48% 2% 4%Health & Wellness 40% 2% 4%Social Media 40% 6% 6%Insurance 38% 5% 7%Physician Locator 35% 1% 2%Clinic 31% 11% 6%Medical Journal 30% 1% 2%Pharmacy Services 22% 6% 4% Social Media in Pharma Summit 2011 38 http://www.comscore.com/Press_Events/Press_Releases/2010/8/4_out_of_5_Physicians_Online_Visited_HCP_Sites (All statistics drawn from press releases, published white papers and other publicly available sources).
    • HCPs of the Future:14,649 Likes in a Medical Students’ Page… Number of Medical Students in Turkey: 38.536 (2010) Social Media in Pharma Summit 2011 39
    • How? Questions to think…1. Do you hold everyone accountable?2. Have you thought strategically (ie. big) and made sure that you will NOT fail?3. Did you prepare the presentation that will secure the funding to start?4. Do you have a corporate policy?5. Are you pushing the organization?6. Did you assume …?7. Did you ensure that all patients are targeted?8. Are you confident that HCP’s will still prefer personal interaction?9. Have you focused Socialyourinefforts on 2011 Internet? all Media Pharma Summit the 40
    • Mobile Internet Usage, Estimation • 2010: 500 Million • 2011: 1.1 Billion • 2015: 3.8 Billion* Ericsson: http://news.accuracast.com/mobile-7471/1-billion-mobile-broadband-connections-in-2011 Social Media in Pharma Summit 2011 41
    • iPhone Medical App Saved Filmmaker’s Life in Haiti Earthquake Apple iPhone or iPod touch can save lives, with the right app. Social Media in Pharma Summit 2011 42News and photo: http://obamapacman.com/2010/01/iphone-medical-app-saved-filmmakers-life-in-haiti-earthquake/
    • Ex Social Media in Pharma Summit 2011 43
    • Google+ Features…. serkovan@gmail.com Social Media in Pharma Summit 2011 44
    • mobile.boehringer-ingelheim.com Social Media in Pharma Summit 2011 45
    • takeaways1. Engagement: Identify – Understand - Act2. Push up, down, left, right: “Change”3. Join!4. Like!5. Follow!6. Always Be Curious: “SEARCH” Social Media in Pharma Summit 2011 47
    • What’s Next for Pharma and Social Media?Serkan ErkovanLead Business Consultant forPrescription Medicine, Consumer Health Care and Animal Health Sales & MarketingBoehringer Ingelheim TurkeyAug 4th, 2011 @serkovan http://www.serkanerkovan.com