Can Pharma Embrace Social Media?


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A presentation as part of the Social Media for Pharma summit. Slides developed, and shared, in conjunction with AdvanceMarketWoRx.

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  • Connection
  • Look at a cautionary tale New drug two possible stories: First and only for preterm birth Or the price spike? $10 to $20 per injection to $1500 per injection Estimate impact on HC system: $30,000 per pregnancy for as many as 140,000 pregnancies per year or $4.2 billion
  • Someone started a FB page where patients expressed anger, can ’t tell who started page and their agenda The mainstream media reported that the page existed and had quickly gained fans
  • What happened: March of Dimes, who had been worried about purity and consistency of the compounded drug and also had received $1M in donations from KV, praised Makena March of Dimes claimed they were not informed about cost ahead of time and as media backlash continued, they removed support from KV
  • What happened: First, members of Congress announced they ’d look at orphan drug determinations The FDA announced they would not enforce exclusivity with legitimate scripts KV shares plummeted more than 30% KV announced a price cut
  • If a video mentions a drug, then safety information needs to be embedded within the video Four applicable FDA Warning Letters: not about YouTube or video, but the content not following existing guidelines
  • Can Pharma Embrace Social Media?

    1. 1. Can Pharma Embrace Social Media? Social Media in Pharma July 12, 2011 <ul><ul><li>Panel: </li></ul></ul><ul><ul><li>Alex Butler , EMEA Marketing Communications Manager, Janssen </li></ul></ul><ul><li>Daisy Chhatwal , Senior Manager Regulatory Affairs, MedImmune </li></ul><ul><li>Ellen Hoenig-Carlson , Founding Partner, AdvanceMarketWoRx </li></ul><ul><li>Eileen O’Brien , Director of Search & Innovation, Siren Interactive </li></ul>
    2. 2. Agenda <ul><ul><li>Is social media right for Pharma? </li></ul></ul><ul><ul><li>How can pharma get started in social media? What are the first steps?  </li></ul></ul><ul><ul><li>Who in pharma is doing a good job of using social media? </li></ul></ul><ul><ul><li>What are some industry best practices? </li></ul></ul>
    3. 3. Is Social Media Right for Pharma?
    4. 4. Traditional Model: Engage Physicians Pharma
    5. 5. Emerging Model: Engage Physicians & Patients Pharma
    6. 6. The Power of Social Media Source: Jake McKee & 1% Key Influencers 9% Sharers 90% Audience
    7. 7. Cautionary Tale <ul><li>KV Pharmaceutical Company launches Makena </li></ul><ul><li>The News </li></ul><ul><ul><li>“ First and only treatment approved by the U.S. Food and Drug Administration (FDA) to reduce the risk of preterm birth in women who are pregnant with single baby and who have delivered a baby too early (preterm) in the past.” </li></ul></ul><ul><li>OR </li></ul><ul><ul><li>“ Premature labor drug spikes from $10 to $1,500” </li></ul></ul><ul><ul><li>- MSNBC </li></ul></ul>
    8. 8. Cost Storyline Pushed on Facebook <ul><ul><li>>1,200 Likes in a week </li></ul></ul><ul><ul><li>Widespread attention </li></ul></ul><ul><ul><li>Media frenzy </li></ul></ul>
    9. 9. A Trust Partner Lost <ul><li>“… immediately cease and desist the use, distribution or publication of or reference to the March of Dimes name and/or logo on any materials or communications in connection with KV Pharmaceuticals.” </li></ul><ul><li>Jennifer Howse </li></ul><ul><li>President, March of Dimes </li></ul>
    10. 10. A Teachable Moment <ul><ul><li>KV sent cease and desist letter to pharmacies </li></ul></ul><ul><ul><li>FDA announces: no enforcement action </li></ul></ul><ul><ul><li>U.S. Representatives respond </li></ul></ul><ul><ul><li>KV shares plummet </li></ul></ul><ul><ul><li>KV cuts price in half </li></ul></ul>
    11. 11. What is “Right” For Pharma <ul><ul><li>Listen and learn </li></ul></ul><ul><ul><ul><ul><li>Funnel adverse events via standard procedures </li></ul></ul></ul></ul><ul><ul><li>Offer value by creating “ shareworthy” material, make it easy to share, let patients take it social </li></ul></ul><ul><ul><li>Social media is a tactic, not a strategy: should support marketing or organization goals </li></ul></ul>
    12. 12. How Can Pharma Get Started Photo Credit: The Cournell Group
    13. 13. Getting Started Ask Yourself… ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. WHY? WHO? WHERE? WHAT? WHEN?
    14. 14. Ask Yourself… <ul><li>For the sake of… </li></ul><ul><li>What Company or Brand Objectives? </li></ul><ul><ul><li>How will we define success? </li></ul></ul><ul><ul><li>What will we measure? </li></ul></ul>Why? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
    15. 15. Ask Yourself… <ul><li>Which customers/patients? </li></ul><ul><ul><ul><li>How do they learn now? </li></ul></ul></ul><ul><ul><ul><li>Unmet needs? Consistent by segment? </li></ul></ul></ul><ul><ul><ul><li>Current media/SM usage? </li></ul></ul></ul><ul><ul><ul><li>Media/SM savvy? </li></ul></ul></ul><ul><ul><ul><li>Disease implications for SM? </li></ul></ul></ul>Who? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
    16. 16. Ask Yourself… <ul><li>Which SM Platforms? </li></ul><ul><li>Assess & prioritize across 7 factors: </li></ul><ul><ul><li>Fulfills brand objectives </li></ul></ul><ul><ul><li>Meets media/SM habits/savvy </li></ul></ul><ul><ul><li>Disease Considerations </li></ul></ul><ul><ul><li>Competitive Considerations </li></ul></ul><ul><ul><li>Resources needed to establish </li></ul></ul><ul><ul><li>Resources needed on-going </li></ul></ul><ul><ul><li>Fit with company values/risk appetite </li></ul></ul>Where? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
    17. 17. Ask Yourself… <ul><li>What will SM effort look like? </li></ul><ul><li>Branded? Unbranded? </li></ul><ul><li>Define: </li></ul><ul><ul><li>Value-add strategy </li></ul></ul><ul><ul><li>Content strategy </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Interactivity </li></ul></ul><ul><ul><li>‘ Ownership’ and openess </li></ul></ul><ul><ul><li>Voice </li></ul></ul>What? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
    18. 18. Ask Yourself… <ul><li>Launch timing? </li></ul><ul><li>Go-to-market requirements? </li></ul><ul><li>Iterative? Continuous learning… </li></ul><ul><li>Wise to ask: What if’s… </li></ul><ul><ul><li>Internal processes in place? </li></ul></ul><ul><ul><li>Back-up plans thought through? </li></ul></ul>When? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
    19. 19. Why? When? What? Wh0? Where? Program Outline? Timing & Roll-out? Which SM Platforms? Brand Objectives? Which Customers? Continuous Learning is Key to the Spontaneity SM Demands ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
    20. 20. <ul><ul><li>It’s OK to start small…dip your toes… </li></ul></ul>Photo Credit: iStock ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
    21. 21. Who is Doing it Right?
    22. 22. BioPharma Presence <ul><li>More than 40 channels on YouTube from biopharma companies on prescription drugs, unbranded disease awareness and companies </li></ul>
    23. 23. YouTube Comments <ul><li>Comments can be turned off, allowed to go live immediately or sent for approval via email </li></ul><ul><li>Most biopharma companies choose not to accept comments and refer people to their other communication channels </li></ul>
    24. 24. Pharma on Twitter
    25. 25. Major Companies on Twitter <ul><ul><li>More than 55 biopharma Twitter accounts: company, disease awareness and branded </li></ul></ul><ul><ul><li>Many using as PR vehicle, not necessarily interacting with audience </li></ul></ul>
    26. 26. Johnson & Johnson
    27. 27. Pfizer Corporate Account
    28. 28. AstraZeneca Helps
    29. 29. 1 st Brand Tweet: Levemir
    30. 30. 1 st Pharma Tweetchat: #RXSave
    31. 31. Pharma on Facebook
    32. 32. Pharma & Facebook <ul><ul><li>Gardasil was first </li></ul></ul><ul><ul><li>Today, more than 40 biopharma pages for companies, brand and unbranded communications </li></ul></ul><ul><ul><ul><li>Closed wall = 1 way </li></ul></ul></ul>
    33. 33. Comments Allowed: New FB Policy
    34. 34. Wall With Comments & Company Responses
    35. 35. Pharma Online Communities
    36. 36. Biomarin ’s
    37. 37. J&J ’s
    38. 38. Hubspot ebook: 101 Marketing Quotes
    39. 39. Best Practices
    40. 40. Questions?