How do you do that?
A social media definitionSource: What the f**k is social media, Espresso, brandinfiltration.com
A societal phenomena?“Society must be organized in such a way that mans social,loving nature is not separated from his soc...
Online tribes...
Online Health Audience Growing (USA) Online and eHealth Market                            Trending Online Health Info Seek...
HCP Use of Online/Social Media Has Grown                 Average Physician Spends 8 Hours Per Week           Online for Pr...
Top Pharma companies are getting active             Social Media                                     Brand / Product     D...
Empowered Patients are Helping Each Other…                                         …Doctors Toowww.nhs.ukRoche Group Commu...
No “one size fits all” modelApproach will be different based on goal                             •   Brand building       ...
The Value of Listening first                              Monitoring can inform us:                              • What th...
Listening objectives - different parts of the organization have different objectives for listeningFunc7on          Corpora...
Where to start?                                             How	  do	  they	                                              ...
Let the information come to you                               Listening	      Social	  Media                              ...
Where to listen to what?
messages           3
Boolean	  Basics• cat	  OR	  dog                                       cat                             dog• cat	  AND	  do...
Unique vs. Common                    VS.	  	  	  
And how should I sort the sources?         World	  Wide	  Web                                Social	  Media               ...
Accuracy vs Amount
Sentiment            21
How   	  do	  w              e	  ba                      lance	                                    it	  ou                ...
Different social media listening outputs1                        Social media audit                            • Understan...
Thoughts of AE reportingMajority of AEs identified on social media not reportable1.an identifiable patient2.an identifiabl...
Can pharma use twitter to engage?
Twitter basics                                               Hashtag                                                  #Con...
Direct message = emailYOU                  HER         30
@ reply = email, cc everyoneYOU                  HER          30
RT = forward mail, cc everyoneHER         YOU              30
Roche’s Twitter use casesMix of information and contact channel                 In-bound                      out-boundMon...
Roche Twitter case studyExample: outbreak of swineflu in spring 2009Monitoring showed peak in mentions of Roche and Tamiflu...
Roche Twitter case study  Example: Diabetes Blogger complaining• Provided UK helpline details -> blogger not interested in...
IR & Media News(can be automated)Build a profile andengage followersthrough:• Responses• Re-Tweets• Questions• Science topi...
Over past 18 month big pharma set up a presence on twitter                                 Start	  of	  twiYer	  ac7vi7es ...
Despite late entry, Pfizer most followers                                                                          !"#$%&(...
Divide on “following” policy                                                                      !"#$%&()*(++(,-./(.0,-1%...
Difference in updates = different degrees of engagement?                                                                  ...
Roche moves into “engaged“ quadrant; AZ and Vertex move closer              #	  of	  Following             Listen         ...
Example: measuring resultsPublication of Roche guidelines                                             • Over 100,000 peopl...
Digipharm workshop2011
Digipharm workshop2011
Digipharm workshop2011
Digipharm workshop2011
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Digipharm workshop2011

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Pre-conference workshop at exl digipharma held March 28th, 2011 @Boehringer headquarters by Silja Chouquet and Sabine Kostevc

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Digipharm workshop2011

  1. 1. How do you do that?
  2. 2. A social media definitionSource: What the f**k is social media, Espresso, brandinfiltration.com
  3. 3. A societal phenomena?“Society must be organized in such a way that mans social,loving nature is not separated from his social existence, butbecomes one with it.” Erich Fromm
  4. 4. Online tribes...
  5. 5. Online Health Audience Growing (USA) Online and eHealth Market Trending Online Health Info Seeking eHealth Consumers ePharma Consumers * ** Adults Online Past 12 Months 179.6 million 157.5 145.7 131.8 116.2 Online for“eHealth” 99.0 102.3 Health 89.6 93.5 82.8 81.4 157.5 million 70.8 63.3 54.5 45.7 41.1 26.0 Online for “ePharma” Rx Info 102.3 2002 2003 2004 2005 2006 2007 2008 2009 million In Millions * eHealth Consumers = Consumers who have conducted health information seeking activities online in the past 12 months for themselves or others. ** ePharma Consumers = Consumers who have researched prescription drug information Source: Cybercitizen Health® online in the past 12 months for themselves or others. v2.0-9.0 Roche Group Communications
  6. 6. HCP Use of Online/Social Media Has Grown Average Physician Spends 8 Hours Per Week Online for Professional Purposes (vs.2.5 Hours in 2002) 1 Already interact with drug and device companies online 87% (up 23% since 2004) 1 Are already using or are interested in physician online 60% communities 2 56% Are interested in using social media to have product discussions with healthcare companies 3 64% Currently have smart phones This is expected to increase to 81% by 201211 Manhattan Research, Taking the PulseTM v9.0, 2009.2 Manhattan Research, Taking the PulseTM v8.0, 2008.3 Manhattan Research ePharma Physician® v9.0(All statistics drawn from press releases, published white papers and other publicly available sources). Accessed at www.manhattanresearch.com Roche Group Communications
  7. 7. Top Pharma companies are getting active Social Media Brand / Product Disease Social Media Corporate Social Company Policy Complete Social Media Awareness Social “Listening” Media Activities or in Development Activities Media Activities JnJ Pfizer Roche GlaxoSmithK line Novar7s Sanofi-­‐ Aven7s AstraZeneca Abbo=   Merck Bayer Eli  Lilly Bristol  Myers   SquibbRoche Group Communications 3
  8. 8. Empowered Patients are Helping Each Other… …Doctors Toowww.nhs.ukRoche Group Communications 4
  9. 9. No “one size fits all” modelApproach will be different based on goal • Brand building • Reputation management • Crisis communication • Customer support • Product development • Generating orders • Education • …Roche Group Communications
  10. 10. The Value of Listening first Monitoring can inform us: • What the top issues are that matter to our customers • Where our customers live online • How you can add value for our customers • When you should engage the community • Why customers are passionate on certain topics • Who is driving share of voiceRoche Group Communications
  11. 11. Listening objectives - different parts of the organization have different objectives for listeningFunc7on Corporate     Brand  teams Market  research Clinical   comms development 12
  12. 12. Where to start? How  do  they   speak? What  should  I   What  search   listen  too? terms  should  I   use? Who’s   What  are  they     Online? actually  saying?
  13. 13. Let the information come to you Listening   Social  Media Data Techniques Unbiased, Well-­‐defined   EffecEve   relevant   sources   search  terms insights
  14. 14. Where to listen to what?
  15. 15. messages 3
  16. 16. Boolean  Basics• cat  OR  dog cat dog• cat  AND  dog        cat      dog• cat  NOT  dog cat dog
  17. 17. Unique vs. Common VS.      
  18. 18. And how should I sort the sources? World  Wide  Web Social  Media Project/Disease   Specific
  19. 19. Accuracy vs Amount
  20. 20. Sentiment 21
  21. 21. How  do  w e  ba lance   it  ou t?
  22. 22. Different social media listening outputs1 Social media audit • Understand customer needs and ecosystem • Identify main themes of customer discussions • Evaluate attitudes and sentiments • Etc.2 Interactive Dashboard •Reputation tracking •Safety issue monitoring •Brand tracking •Measure impact of promotional efforts3 Influence mapping •Identify voices driving critical conversations •Profile key online influencers online and offline •Understand what motivates them and how you can engage
  23. 23. Thoughts of AE reportingMajority of AEs identified on social media not reportable1.an identifiable patient2.an identifiable reporter3.a specific drug or biologic involved in the event4.an adverse event or fatal outcomeOnly 1 in 500 posts have all this info.
  24. 24. Can pharma use twitter to engage?
  25. 25. Twitter basics Hashtag #Connect Post @ ReplyFollowers ParticipateFollowing Retweet RT D Direct message 29
  26. 26. Direct message = emailYOU HER 30
  27. 27. @ reply = email, cc everyoneYOU HER 30
  28. 28. RT = forward mail, cc everyoneHER YOU 30
  29. 29. Roche’s Twitter use casesMix of information and contact channel In-bound out-boundMonitoring of relevant topics Additional channel for info distributionEarly warning on issues Connect with stakeholdersNew back channel for questions Conference/event coverageGather Feedback and service ideas Human voiceRoche Group Communications
  30. 30. Roche Twitter case studyExample: outbreak of swineflu in spring 2009Monitoring showed peak in mentions of Roche and Tamiflu, influenzaWe tweeted links to• backgrounders on pandemic planning• Educational info about influenza• news by WHO, CDC …• Answered media enquiries for b-roll, photos, details• Directed to local media contacts• Corrected mis-information…
  31. 31. Roche Twitter case study Example: Diabetes Blogger complaining• Provided UK helpline details -> blogger not interested in calling, wants answer on his channel• informed UK communications + Accu-Chek team to follow up• gave (DM) updates to blogger that matter was looked into
  32. 32. IR & Media News(can be automated)Build a profile andengage followersthrough:• Responses• Re-Tweets• Questions• Science topics• Pictures•„non-business“tweets
  33. 33. Over past 18 month big pharma set up a presence on twitter Start  of  twiYer  ac7vi7es 2008 2009 2010@Boehringer @AstraZenecaUS @JNJComm @Amgen @Pfizernews@Novar7s @Roche_com @genentechnews @AstraZeneca @GSKUS Whydot twitter analysis 34
  34. 34. Despite late entry, Pfizer most followers !"#$%&()*(++(,%&-(./,01%&#  of  Followers MENO"!)P"Q0<"!)P"R<H"$!S" $!!!!" )+$*" )!!!" !!!" *+!!" *!!!" &)!" %!!!" &(*%" +)!%" +*&$" &!!!" ()+$" (%&" ()!" (%$" +!!!" Avrg  followers:  4835 ((!+" ((*)" (#$+" #&*+" #*%)" #*!" #+)#" (!!!" #(%$" #$#%" $)%&" $)+" #!!!" $%$*" $!&" $$%*" $$)$" $!!%" $$)$" %(" *+$" $!!!" !" !" !"##+" !" 5" " ?" " 5" " 3" 1" 0" " 9" 5 G A? <9 D0 04 04 1: @A <= D0 1G G 30 <9 89 1C3 ;7 IG 3 =3 7 >? 9 J0 30 12 EF -= 67 0= , 0< , , H19 /0 E6 J0 L , B7 3H 1H0 -. , H19 I5 30 , K0 , , I5 D0 , , , Source:  www.twiYer.com,  July  13th,Dec  31st  2009,  October  18th;  whdotpharma  analysis 35
  35. 35. Divide on “following” policy !"#$%&()*(++(,-./(.0,-1%& #  of  Following N<OP"%$+"Q0A"%$+"RAC"!%S"%%%" )+,*$")#%%" )+)(&" )+!!!")%%%" !+&#%" !"##$"!#%%" !+,!" !+,#" !"%$#" $,&"!%%%" (%#" #%%" Avrg  following:  793 ,%" ," #&" "!&" !," "!()" !##" !%!" !%%" "%" "%" "%" "#%" !)(" *(" "*&" *$" "$" !!" $" "%" %" %" %" 2" " 0" " I" " E" ;" ;" " " ? HI 4 ; AE 50 0: 0: 2M KH 2? A1 50 ? 40 AE 234 LE @/ F? / JI 4 14 E G0 40 61 <> 29 =/ 01 - 0A - - C2E <= 80 G0 D - ./ 2C0 4C 67 - C2E F; 40 - B0 - - F; 50 - - - Source:  www.twiYer.com,  July  13th,Dec  31st  2009,  October  18th;  whdotpharma  analysis 36
  36. 36. Difference in updates = different degrees of engagement? !"#$%&()*+,-.%/(0.123%&#  of  Updates M-NO#*P#Q53#*P#R3=#"*S"%$*# "*$# "*)#"***# ($*# &!+# $+(# $$!# $*)# $**# +*+# !*# !+# !""# !*!# Avrg  updates:  456 %&"# %$!# %*(# %!*# %$*# "$$# "+# ")%# "$&# "!!# %# (# )# (# ("# +# %)# %*# &# !(# *# *# *# *# # # # A# <# <# 9# 7# 5# # ># 1 @A < 3> :5 5J 5J 7C E@ 34 :5 71 01 95 3> B> 789 20 ;1 9 49 DA 4> ?5 95 7I -/ .0 54 , 53 LF , , =7> H5 -. ?5 , 60 9= 7=5 FG , =7> ;< 95 , K5 , , ;< :5 , , , Source:  www.twiYer.com,  July  13th,Dec  31st  2009,  October  18th;  whdotpharma  analysis 37
  37. 37. Roche moves into “engaged“ quadrant; AZ and Vertex move closer #  of  Following Listen Following  vs.  followers  by  pharmaco:  Oct  10 !"##"$%&()*+(,"##"$-.*(/0(123.435"6(7-5(89:;5<(=8( Engaged&!!!"%#!!"%!!!"$#!!"$!!!" Avrg  following:  793 #!!" @Roche_com !" Think !" %!!" !!" (!!" )!!" $!!!" $%!!" Talk $!!" #  of  Updates Avrg  Updates:  456 Avrg  Bubble  size  =  #  of  followers Source:  www.twiYer.com,  July  13th  and  Dec  31st  2009;  whdotpharma  analysis
  38. 38. Example: measuring resultsPublication of Roche guidelines • Over 100,000 people were reached with the twitter news about the publication of the guidelines • People commenting on the matter included marketers, journalists, bloggers, doctors and patient advocates Number of clicks on link + Statistics on inbound traffic on website Number of re-Tweets or reactions Stories, comments, relationships created
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