Valtech - Pharma 2.0: heading towards social media

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How social media can transform the relationship between pharma industry and patients...

@Valtechdays2011

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Valtech - Pharma 2.0: heading towards social media

  1. 1. ‘A Little Less Conversation a little more action’Pharma 2.0: Heading towards social media
  2. 2. AGENDA INTRODUCTION PHARMA 2.0 – FIRST STEPS CONCLUDING THOUGHTS
  3. 3. INTRODUCTION
  4. 4. PHYSICIAN USE OF THE INTERNET ISREPLACING TRADITIONAL SOURCES 2009100% +13% -13% -14% -23% -28% Internet Meetings and Professional Pharmaceutical Dinner Conferences Journals Representatives Meetings Source: : Manhattan Research Physician HealthForum 2009, n=500
  5. 5. HCP & PATIENT ONLINEBEHAVIOUR Patients are finding knowledge, comfort, strength in patient communities, user generated content and other online platforms We have entered the era of the e-patient: groups who experience a high incidence of chronic disease are empowered.
  6. 6. YES, SOCIAL MEDIA FOR PHARMAIS HARD No clear regulatory guidance ///////////////////////////////////////////////////////////////////// Do your best to take these at a Potential claims risk consistent time but don’t panic if you miss one.. It really is still effective. No clear route to ROI Trust levels are low 44 year old female ////////////////////////////////////////////////////////////////// I feel it’s necessary to switch brands after each bottle to fully benefit from it’s full potential.. I just think that it is good for your body. 47 year old female /////////////////////////////////////////////////////////////////
  7. 7. WHERE TO START? LISTEN … and learn TALK EMBRACE Be part of the The collective conversation intelligence ENERGIZE SUPPORT Provide information Find and engage PoLs and KoLs and guidance
  8. 8. START WITH LISTENING … AND PLANNING QUANTITATIVE STRATEGIC GOALS QUALITATIVE MARKET INSIGHT ORGANISATION THE BRAND CONVERSATIONAL BRAND COMPETITOR INSIGHT ASSETS, CONTENT OBJECTIVES INTELLIGENCE (WHAT PEOPLE WANT & RESOURCES. AND VISION AND NEED) LEGAL, REGULATION SOCIAL LISTENING SOCIAL PLANNING SOCIAL OPPORTUNITIES MICRO & SUSTAINABLE
  9. 9. PHARMA 2.0 – FIRST STEPS
  10. 10. THE RIGHT TEAM CORPORATE SALES MARKETING COMMUNICATIONS MARKET COMPETITOR ENVIRONMENT IT MARKET VISIBILITY RESEARCH SYSTEM INTEGRATION TRAINING
  11. 11. LEGAL FROM THE START
  12. 12. FOCUSGETTINGINFORMATION OFF THEINTERNET IS LIKETAKING A DRINK FROMA FIRE HYDRANT.
  13. 13. CREATE LISTENING RULES
  14. 14. AN ITERATIVE AND ADAPTIVE PLAN Adjust Insights Insights Plan Design Launch Plan Improved Measure Adjust Design strategy Launch Measure Improved Initial Iterative cycle strategylistening Iterative cyclestrategy Learning curve Learning curve
  15. 15. START MEASURING EARLY
  16. 16. MAKE LISTENING ACTIONABLE
  17. 17. CONCLUDING THOUGHTS
  18. 18. LISTENING DELIVERS COMPETITOR SENTIMENT MEDIA INTELLIGENCE BRAND REPUTATION TRACKING MAPPING ANALYSIS ANALYSIS INFLUENCER SOCIAL MEDIA CONVERSATIONAL IDENTIFICATION CHANNEL INSIGHT KOLS//POLS IDENTIFICATION AND IMPACT BASELINE SHARE OF VOICE FOR MEASUREMENT / THE UNEXPECTED FUTURE ADVOCATE RANKINGS ACTIVITY
  19. 19. ACTIONABLE LISTENING CAN DELIVERROI SHARE OF VOICE GAIN COMPETITIVE ADVANTAGE IMPROVE/MANAGE BRAND LISTENING STRATEGY
  20. 20. Droits de reproduction• Vous êtes libres de :• - Partager : reproduire, distribuer et communiquer cette présentation• - Remixer : modifier cette présentation• Selon la condition de « Paternité » :• Vous devez impérativement citer le(s) auteur(s) ou le(s) titulaire(s) des• droits (mais pas dune manière qui suggérerait quils vous soutiennent• ou approuvent votre utilisation du contenu).• Plus d’informations : http://fr.creativecommons.org

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