Digital 4 Pharma
6 May 2014
I am George.
I represent Socialab, the company I founded 5 years ago.
Our experience is in the whole of the marketing industry.
There are a couple of things we’d like to show you that the
rest of the industry is doing.
3. George Anagnostopoulos
§ Digital Content Creator since 1994 in the ﬁrst Greek zine.
§ Digital Marketer since 1999, in a dot-com in the UK.
§ Search Marketing since 2002
§ Blogger since 2004
§ Mobile Marketing since 2006
§ Social Media Marketing since 2009
§ Judge at Ermis Awards - Digital
§ Has worked with 50+ brands in the last 14 years.
4. Experience in Education
In 2013, Socialab was approached by
the Digital Marketing Institute in Dublin,
Ireland. Their goal was to reach out to a
top agency in the country in order to
train people in digital marketing. And
we reached out to ALBA to provide
education to executives.
The Syllabus is validated by Facebook,
Twitter, PayPal & Microsoft.
The world's leading digital agencies also
validate the syllabus and ensure that it is
consistent with best practice
implementation of digital marketing,
they include Ogilvy, Aegis and Publicis
5. Professional Training
In fact, we are currently collaborating
with GET2WORK and offering tailored
training packages for:
u pharma marketers
u healthcare professionals
§ Socialab offers a range of digital marketing services:
web, social, search, display, mobile & afﬁliate.
§ We’ve earned both Awards and Recognition for
our work. But, most of all, we’ve won our clients’
hearts, because we always bring Results.
§ We maintain the ﬁrst and most popular Greek website
about digital marketing news & tips, suit.gr, that educates
marketers and also promotes our work in the last 4 years.
§ We also manage Social Media GR, the biggest group for
digital marketing on LinkedIn with more than 3,000
members, most of which are in marketing or advertising.
The process from making a stranger your customer
The way customers go from one stage to the next in a funnel.
Can also mean Tap in Mobile or Tablets.
The difference between visits, unique visitors, pageviews, hits.
Converting users from one stage of the funnel to the next
20 years ago banner CTR was 44%, now it’s at less than 1%.
Same for Email for CTR and Open Rate that was 90%.
Same for Google Ads.
Marketers ruin everything!
Social Media: Facebook, Twitter, LinkedIn, Google+,
Blogs, Forums and more.
SEM Comes in two ﬂavors: SEO & PPC
(which is sometimes also called SEM)
28. Are you talking to digital
Compiled by LBi Health
30. Customer Service add-ons
According to the WSJ:
are asking their representatives to switch from making forceful,
tightly scripted sales pitches to acting more like a resource
supporting physicians' treatment. Companies hope to get a foot in
the door by providing practical help, such as assistance educating
patients about their diseases or navigating reimbursement.
-- Wall Street Journal, 10 Jan 2012
31. Can these teach Pharma
32. Customer Service add-ons
u Supporting apps:
medication & vital signs trackers, side effects & drug
u Digital communities:
Engagement of the stakeholders where they prefer to be
u Support groups:
Online or in-person patient/caregiver support groups —
branded or unbranded
Direct patient education through online courses and in-
person seminars, focused on speciﬁc diseases
u More personalized support:
24/7 concierge services
33. Customer Service add-ons
An offering that combines drugs and supporting services can
not only signiﬁcantly increase compliance and health outcomes
—indicators of success far more valuable than drug sales—but
also create a positive image for a brand among patient groups.
34. Important social media
u 5. Facebook
u 4. Blogging
u 3. LinkedIn
u 2. Twitter
u 1. Healthcare professional networks
As voted by 250 people in the pharma industry,
conducted by PMGroup and Havas Lynx.
36. A note about video
HCPs will tell you that video content is effective. In fact,
according to Manhattan Research, 70% of HCPs agree
that watching video is an effective way to learn new
information (Manhattan Research, Taking the Pulse®
According to ComScore nearly 50% of consumers report
that online health videos serve as a top resource when
searching for medical conditions and prescription drug
information. 53% of people over 65 watch videos online.
(Sources: comScore, 12th Annual Survey on Consumer
Reaction to DTC Advertising of Prescription Drugs)
37. Why Digital Communities?
People are looking somewhere to help….
(patient communities with like-minded
38. Audiences VS Communities
• is one-way
• not interactive
• not social
• passively watches or reads
• doesn’t participate Or share with others
• two-way conversation
• living, breathing thing
• extremely interactive
• some people just watch or read, but many also
participate and share with their friends
39. Understand why
Understand what kinds
of digital channels they
community like to
with. What tone
works in what
It is crucial that you provide a
detailed description of each of your
target audiences. Build community
proﬁles or personas to better
understand your community member.
40. Understanding Your
…build great customer experience
41. Listening never stops!
Social media enables Pharma marketers to get a better
understanding of stakeholder’s emotions and behaviors, and
at the end of the day it is emotions and behaviors that
impact Pharma sales.
……and here is a hint – it is probably not about you,
it’s what are their needs.
42. 7 Ps
43. Communities are made up of
Patient’s Friends & Family
Providers: Physicians / Pros
Patient’s Friends & Family
Providers: Physicians / Pros
45. It’s all about being there...
46. Patient’s journey stars here...
47. Direct engagement
48. One thing is
49. Did you notice
50. Did you notice
53. The beginning of the patient’s journey
is virgin land for Pharma!
54. What is Wikipedia, if not a
55. Are you on Wikipedia?
56. Closed community audience
57. Open community audience
Patient F&F Groups Press Public Payers
58. Which media would be
appropriate for this platform?
59. Most probably,
ALL of them.
60. Maybe not for
information, but for
61. Platform specs: front-end
u Typical CMS with careful workﬂow design
u Doctor Blogs
u Patient Blogs
u Doctors’ directory & reviews
62. Platform specs: back-end
u Listening / Monitoring
u Upgrading friendlies to opinion leader status
u Meeting with key patients
u Good and relevant audience on events, e.g. Heart Day
63. The future of pharma
u Nike+ Fuelband
u Google Glass
u Oculus Rift
64. Apple was looking for a
A job advert posted on apple.com on 6 Feb 2014 read:
The job will require employees to "design and run user
studies related to cardiovascular fitness & energy
expenditure, including calories burned, metabolic rate,
aerobic fitness level measurement/tracking and other key
The role will require application of "relevant knowledge
to the design of products and their testing/validation
through user studies.
Possibly for the iWatch prototype?
66. Oximeter: Nintendo Wii
67. Oximeter: Samsung Gear Fit
68. Latest health news: Samsung
69. Google Glass: UK research
for Parkinson patients
70. Google Contacts: Monitor Glucose levels
for T2 Diabetes and people with visual
71. Alvin Systems is taking the Disney-used
RFID-enabled wristbands and using them
for better patient identiﬁcation and care
72. Apple patented this:
73. Apple patented this:
u Can apps be considered part of Pharma?
u Why are the big players like Apple and Samsung going
u Why has Google’s founder Sergey Brin funded his
wife’s idea for 23andme?
75. This convergence means
1. Communities provide the data
2. Technology collects the data
3. Big Data crunches the data
A community is bigger than just a
website or a forum!