"It's not who attends your event, it's who participates"

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  • Syrum game is developed by global pharmaceutical company BoehringerIngelheim with the aim to demonstrate the brand’s continuous commitment research and innovation, allow players to learn about the complexities of the drug development process and, most importantly, to make pharma fun! 
  • "It's not who attends your event, it's who participates"

    1. 1. “It’s not who attends yourmeeting, it’s who participates”MEDICAL MEETINGS in the DIGITAL AGE Padraic Gilligan Vice President, Industry Relations MCI
    2. 2. Introduction SOCIAL MEDIA 101HOW TO USE … TWITTER
    3. 3. Expert?
    4. 4. Introduction• Who am I?• Digital and Social Media – some background• Digital and Social Media in Pharma• Digital and Social Media – the power and the pitfalls• Digital and Social Media – before, during and after the Event• ICEM 2012 – a case study on the power of digital and social media• Final Story – Bathrobes in San Antonio
    5. 5. @padraicinohttp://padraicino.com
    6. 6. The Terminology
    7. 7. Digital in Pharma“Pharma is about a thousand years behind everything else you see inconsumer (marketing). Pharma has made progress but it is being heldback by its own nervousness. If there is a conservative interpretationof the rules, and a very conservative interpretation of the rules andthen an insanely conservative interpretation of them – Pharma willgo with the insanely conservative one”Pharma Insider quoted in PMGroup 2012 Digital Year BookYet Pharma has embraced the digital revolution: – Kai Gait, Digital Marketing Director at GlaxoSmithKline – Francesco Raimo, Digital Director at Life Healthcare – John Pugh, Director of Digital at Boehringer
    8. 8. Case Study: Syrum by Boehringer “ … For (John) Pugh, it’s clearly about learning – both for pharma and those playing the game. Indeed, part of the rationale for a beta launchis to allow players to shape the direction of the game, as he admits “we don’t know where it’s going to go, that’s the exciting thing about it – it’s a very unpharma approach, it’s a more Silicon Valley approach”. Paul Tunnah, Pharma Phorum Syrum game is developed by global pharmaceutical company Boehringer Ingelheim with the aim to demonstrate the brand’s continuous commitment research and innovation, allow players to learn about the complexities of the drug development process and, most importantly, to make pharma fun!
    9. 9. Case Study: Care4Today by Janssen• Website, Mobile App and Messaging Platform – Sends out reminders to patients re medication, getting repeat prescriptions making appointments
    10. 10. Case Study: Diabetes Blog by Bayer UKI“The annoying thing about the Bayer blog isthat it’s really interesting … [but invisible]Dominic Tyler PME
    11. 11. Case Study: Pfizer’s Twitter campaign on Ageing
    12. 12. Digital & Social Media – The Power and the Pitfalls
    13. 13. Digital & Social Media – The Power and the Pitfalls
    14. 14. Digital & Social Media – The Power and the Pitfalls
    15. 15. Example: Sonesta Hotels
    16. 16. Social Media and Meetings/Events
    17. 17. Digital & Social Media – Before /During /After an Event• Engagement BEFORE, DURING and AFTER• Extension of the life of the meeting BEYOND the F2F event• From passing to permanent• Paradigm Shift / Game Changer• New focus on content
    18. 18. Before …
    19. 19. During …
    20. 20. After …
    21. 21. MPI Research on Hybrid …
    22. 22. Bathrobes in Texas
    23. 23. THANK YOU Keep in Touch @Padraicino http://padraicino.comPadraic.gilligan@mci-group.com

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