Reinventing the media: a new landscape for communications in pharmaReinventing the media:a new landscape for communication...
Reinventing the media: a new landscape for communications in pharma                                     Zeitgeist 2011: Ye...
Reinventing the media: a new landscape for communications in pharma                               10 levels of intimacy in...
Reinventing the media: a new landscape for communications in pharma                                     ¿From 1.0 to 2.0 P...
Reinventing the media: a new landscape for communications in pharma                                     Why Pharma does no...
Reinventing the media: a new landscape for communications in pharma                                     Fear to Unknown   ...
Reinventing the media: a new landscape for communications in pharma                                     Fear to Change    ...
Reinventing the media: a new landscape for communications in pharma                                     Fear to Fail      ...
Reinventing the media: a new landscape for communications in pharma                                     Fear to personal m...
Reinventing the media: a new landscape for communications in pharma                                     A conservative and...
Reinventing the media: a new landscape for communications in pharma                                     Are we in the Soci...
Reinventing the media: a new landscape for communications in pharma                                     Strategy is the ke...
Reinventing the media: a new landscape for communications in pharma                                     What are the princ...
Reinventing the media: a new landscape for communications in pharma                                     AESEG 2.0 Communic...
Reinventing the media: a new landscape for communications in pharma                                     AESEG Communicatio...
Reinventing the media: a new landscape for communications in pharma                                     Web site: de 1.0 a...
Reinventing the media: a new landscape for communications in pharma                                                       ...
Reinventing the media: a new landscape for communications in pharmaSocial Media in the Pharmaceutical Industry - 9-10 July...
Reinventing the media: a new landscape for communications in pharma                                                       ...
Reinventing the media: a new landscape for communications in pharma                                                       ...
Reinventing the media: a new landscape for communications in pharma                                                       ...
Reinventing the media: a new landscape for communications in pharma                                                       ...
Reinventing the media: a new landscape for communications in pharma                                                       ...
Reinventing the media: a new landscape for communications in pharma                                     Klout: The Standar...
Reinventing the media: a new landscape for communications in pharma                                     Pinterest: pinning...
Reinventing the media: a new landscape for communications in pharmaSocial Media in the Pharmaceutical Industry - 9-10 July...
Reinventing the media: a new landscape for communications in pharma                                     Web site: de 1.0 a...
Reinventing the media: a new landscape for communications in pharma                                                       ...
Reinventing the media: a new landscape for communications in pharma                                     Hashtag reach #gen...
Reinventing the media: a new landscape for communications in pharma                                     Hashtag reach #gen...
Reinventing the media: a new landscape for communications in pharma                                     Hashtag reach #gen...
Reinventing the media: a new landscape for communications in pharma                                     Hashtag reach #gen...
Reinventing the media: a new landscape for communications in pharma                                                       ...
Reinventing the media: a new landscape for communications in pharma                                                       ...
Reinventing the media: a new landscape for communications in pharmaSocial Media in the Pharmaceutical Industry - 9-10 July...
Reinventing the media: a new landscape for communications in pharma                                     Mírame, Diferencia...
Reinventing the media: a new landscape for communications in pharma                                     To end up…        ...
Reinventing the media: a new landscape for communications in pharma     Doris Casares, Directora de Comunicación y Relacio...
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Presentación de la web www.engenerico.com sobre como usar el Social Media por la Industria Farmaceutica

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Smilondonslideshare 120711054808-phpapp01

  1. 1. Reinventing the media: a new landscape for communications in pharmaReinventing the media:a new landscape for communications in pharmaDoris Casares / @DorisCasaresCommunications and Public Affairs DirectorSpanish Generic Medicines Association (AESEG)Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  2. 2. Reinventing the media: a new landscape for communications in pharma Zeitgeist 2011: Year In Review http://youtu.be/SAIEamakLoYSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  3. 3. Reinventing the media: a new landscape for communications in pharma 10 levels of intimacy in today’s communicationSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  4. 4. Reinventing the media: a new landscape for communications in pharma ¿From 1.0 to 2.0 PR?Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  5. 5. Reinventing the media: a new landscape for communications in pharma Why Pharma does not use the SM?Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  6. 6. Reinventing the media: a new landscape for communications in pharma Fear to Unknown “How am I going to start something that might disappear soon?”Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  7. 7. Reinventing the media: a new landscape for communications in pharma Fear to Change “Why changing something that is working ok?”Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  8. 8. Reinventing the media: a new landscape for communications in pharma Fear to Fail “What if someone says something bad of me?”Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  9. 9. Reinventing the media: a new landscape for communications in pharma Fear to personal management “Social Media platforms are thieves of my time”Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  10. 10. Reinventing the media: a new landscape for communications in pharma A conservative and high regulated landscape With a special legal and ethic frame…Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  11. 11. Reinventing the media: a new landscape for communications in pharma Are we in the Social Media? … but NO anyhow or anyway!Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  12. 12. Reinventing the media: a new landscape for communications in pharma Strategy is the keySocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  13. 13. Reinventing the media: a new landscape for communications in pharma What are the principles of SM?  Content  Community  Conversation  Constancy  Measure SHARE & LISTENSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  14. 14. Reinventing the media: a new landscape for communications in pharma AESEG 2.0 Communications 2011-2012Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  15. 15. Reinventing the media: a new landscape for communications in pharma AESEG Communications 2.0 landscape . Main reference in the pharmaceutical Spanish and EU market for generics . Main influencers in the Health blogsphere in Spain . Frequency and rythm of publications (2-3 times a week) . New formats (video, podcasts, interviews, etc) . Listening and sharing with our community Communication Channels @aeseg_genericos y @engenerico . Facebook profile linked to @engenerico . Linkedin groups and foros in Spain and EU . Involving our associates within AESEGs comunicactions 2.0. . Training workshops for pharmaceutical companies and stakeholders . Public Affairs net of influencersSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  16. 16. Reinventing the media: a new landscape for communications in pharma Web site: de 1.0 a 2.0Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  17. 17. Reinventing the media: a new landscape for communications in pharma 43 What is a Blog? Website + Log Daily news Rout sheet Experiences Sharing perceptionsSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  18. 18. Reinventing the media: a new landscape for communications in pharmaSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  19. 19. Reinventing the media: a new landscape for communications in pharma 57 Why Social Media and web 2.0?Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  20. 20. Reinventing the media: a new landscape for communications in pharma 56 Blog: main key in our online strategy www.engenerico.com In less than 9 months: - More than 6000 unique users - More than 14.000 page views. - More than 70% new visitors - More than 25% users repeat the experience * From September 2011 to June 2012Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  21. 21. Reinventing the media: a new landscape for communications in pharma 58 Twitter as a Communications Channel @aeseg_genericos (julio 2012) 2347 seguidores 1399 siguiendo 3359 tweets@engenerico(julio 2012)913 seguidores1492 siguiendo2494 tweetsSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  22. 22. Reinventing the media: a new landscape for communications in pharma 59 Our followers @aeseg_genericos MMCC Administración Agentes SectorSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  23. 23. Reinventing the media: a new landscape for communications in pharma 60 Our followers @engenericoSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  24. 24. Reinventing the media: a new landscape for communications in pharma Klout: The Standard for InfluenceSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  25. 25. Reinventing the media: a new landscape for communications in pharma Pinterest: pinning our images and videosSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  26. 26. Reinventing the media: a new landscape for communications in pharmaSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  27. 27. Reinventing the media: a new landscape for communications in pharma Web site: de 1.0 a 2.0Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  28. 28. Reinventing the media: a new landscape for communications in pharma 43 Why Social Media and web 2.0? Communications Social media is having a great effect on the way people communicate, and organizations need to find a way to monitor and measure digital interaction to ensure increased understanding and communication effectiveness Influencers We need to evaluate influence: which sites do people pay attention to and who is behind them? Relationships count It’s who you know, not what you know: this formula for business successs is amusingly exaggerated, but even so, as with classic media relations, relationships count Going forward Early flags of risk sometimes show in social media before they hit in the mainstream (ie. Egypt, Libia, earthquaque in Japan) Monitoring Through effective evaluation of what is happening online, organizations will learn when and how to interactSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  29. 29. Reinventing the media: a new landscape for communications in pharma Hashtag reach #genéricosUE – Madrid, May 30th 2012 #genéricosUE gets nearly 600 mentions during the day. Two major peaks observed in the mid morning and mid afternoon.Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  30. 30. Reinventing the media: a new landscape for communications in pharma Hashtag reach #genéricosUE - May 30 2012 Total tweets and prints the hashtag # genéricosue obtained nearly 500 tweets and more than 700.000 impressions (duplicates have been removed, irrelevant, no-links and spam). the scope reached nearly 80,000 Twitter users.Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  31. 31. Reinventing the media: a new landscape for communications in pharma Hashtag reach #genéricosUE - May 30 2012 Tweets and users rate Like the first slide, two peaks are observed corresponding to mid morning and mid afternoon (CCAA and Social Media Pharma issues)Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  32. 32. Reinventing the media: a new landscape for communications in pharma Hashtag reach #genéricosUE - May 30 2012 Most used keywords during event As can be seen in the image, the label used was the most proposed hashtag of the daySocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  33. 33. Reinventing the media: a new landscape for communications in pharma 61 Most popular tweets @aeseg_genericos La #PPA no es un invento español. En Andalucía hay cifras de PPA del 90% y no hay ni + problemas de seguridad, ni + problemas de adherencia 3 razones para usar #genericos http://ow.ly/7kZ05 #GenericoSolidario #GenericoSostenible #GenericoEficaz Estamos en la era de los #genéricos y de los #medicamentos sin patente @PmOlmos http://t.co/Rrx15I5W via @engenerico "Genérico: valor actual y de futuro” Tribuna de Á. L. Rodríguez., Director General de AESEG en @cfarmaceutico http://www.correofarmaceutico.com/2011/10/10/opinion-participacion/generico-val El #medicamento genérico contribuye a la #sostenibilidad SNS y es 1 excelente herramienta de #ahorro «Un elevado porcentaje de #genéricos se fabrican en España» http://t.co/S8qYqZ00 vía @lavozdegalicia Los médicos lamentan que no se recetara antes por principio activo - ABC.es http://t.co/a8ocQbsJ via @abc_es #genericoSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  34. 34. Reinventing the media: a new landscape for communications in pharma 62 Most popular tweets @engenericoSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  35. 35. Reinventing the media: a new landscape for communications in pharmaSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  36. 36. Reinventing the media: a new landscape for communications in pharma Mírame, DiferenciateSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  37. 37. Reinventing the media: a new landscape for communications in pharma To end up… What came first: the Social Media revolution or the change of habits in our society? Am I integrating strategically my offline communications with my online communications? Since when? What’s my main purpose with the Social Media and have I defined my target publics?Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos
  38. 38. Reinventing the media: a new landscape for communications in pharma Doris Casares, Directora de Comunicación y Relaciones Externas AESEG Twitter: @DorisCasares Email: dcasares@aeseg.es LinkedIn: http://www.linkedin.com/in/doriscasares Blog: www.engenerico.comSocial Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

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