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5 Keys to Implementing Social Media

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"Five Keys to Implementing Social Media" presentation delivered by Alex de Carvalho at the EyeForPharma eMarketing Europe Summit, Berlin, Germany, March 2010

"Five Keys to Implementing Social Media" presentation delivered by Alex de Carvalho at the EyeForPharma eMarketing Europe Summit, Berlin, Germany, March 2010

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  • 1. AN EYE FOR SOCIAL MEDIA From Lab Throughout Lifecycle Alex de Carvalho @alexdc
  • 2. Alex de Carvalho @alexdc @alexdcRx
  • 3. I’m just a social media user ... and not a guru, expert, or swami*! (*The only Suomi in me is from my Finnish heritage)
  • 4. Social media is ... the greatest thing since sliced bread? the latest shiny object? or just business as usual?
  • 5. Imag es, b log p disp osts, laye and d in onli repr this ne m esen pres entio t my enta ns o view tion f bra s do n nds ot ne cess arily Do n ot dr ive w hile te xtin g
  • 6. SOCIAL MEDIA ADOPTION MATRIX Company Dimension Aware Not engaged Engaged Not aware Customer Dimension
  • 7. Social media tools are used by millions worldwide to share brand, product and service experiences from Traditional Media ... ... to Social Media Institutional Mediation Distributed Mediation • Editing Process • Self-editing • Publishing Process • Updating, Sharing, Participating • Time and Space Constraints • No Deadlines or Space Limitations • Professionals with Degrees • Amateurs with Time Broadcasting Engaging Communities TV Social Networks Podcasts Print My Blog Radio Forums Wikis Individual Consumption Social Consumption
  • 8. Social media is present in your marketing mix whether you like it or not
  • 9. And so you have been tasked with making a recommendation about the social web ... Now what? Which elements to address? What about the line between communications and compliance? What are the do's and dont's along the way? Which virtual toolkits and resources to deploy? Where’s the return?
  • 10. @gapingvoid
  • 11. Five keys to implementing social media Brand Monitoring Metrics & Strategy & Measurement Resources Community Policies & Management Processes
  • 12. In the social media communications lifecycle credit: @jowyang Companies often fail to listen
  • 13. The art of listening • Understand your customers and your community • See how and where your brands are mentioned • Pinpoint customer satisfaction issues • Find out what really concerns physicians and patients • What and where is the false information? • How are competing brands perceived? • Reputation management • Competitive Tracking • Monitoring market trends
  • 14. If markets are conversations ...
  • 15. ... Are you listening? What are physicians discussing? How do patients feel about your brand? Who’s doing the talking? Is the medical content accurate? Is your promotional activity effective? In what context are your brands mentioned?
  • 16. Recent example: online mentions of Avandia
  • 17. Social media searches show the activity
  • 18. It’s a rising tide of mentions
  • 19. Social media brand monitoring tools keep your team organized and on top of online mentions
  • 20. The buzz on Herceptin increased FIVE FOLDS following publication of results in Breast Cancer treatment with Chemotherapy
  • 21. A single article about Herceptin in Europe’s Lancet prompted reactions by many US physicians online
  • 22. Brand monitoring platforms Pull mentions from blogs, videos, medical resources and forums, patient and physician social networks Track specific topics, drugs, disease, therapeutic areas Graphs display daily mentions, rolling averages Export weekly, monthly, or quarterly reports Select only the important results to assign further action Post company responses on social sites like Twitter
  • 23. Five keys to implementing social media Brand Monitoring Metrics & Strategy & Measurement Resources Community Policies & Management Processes
  • 24. Drug development from the lab to the market ... Drug Discovery Pre-Clinical Clinical Trials Regulatory Review Sales / Product Lifecycle New markets Phase 1 Phase 2 Phase 3 Extensions Phase 4 Number of Approved compounds Drug 3+ years 3+ years 6+ years 1.5+ years How does the emerging social web affect my strategy? How can I align social technologies with my business goals?
  • 25. ... and throughout the lifecycle Drug Discovery Pre-Clinical Clinical Trials Regulatory Review Sales / Product Lifecycle New markets Phase 1 Phase 2 Phase 3 Extensions Phase 4 Number of Approved compounds Drug 3+ years 3+ years 6+ years 1.5+ years Which social channels should I use to reach my clients? How do I integrate social media into existing systems?
  • 26. The blockbuster model Drug Discovery Pre-Clinical Clinical Trials Regulatory Review Phase 1 Phase 2 Phase 3 Number of compounds Approved Drug = 1 bn € 3+ years 3+ years 6+ years 1.5+ years Needed a BIG communications strategy @armano
  • 27. The specialty model Clinical trial Clinical trials Approval 1 M€ Approval 3 Indication 1 Indication 3 M€ Clinical trial Indication 2 Approval 2 M€ 18 months 18 months 18 months Requires constant adjustment of strategy credit: @armano
  • 28. With such a proactive model, only social media… credit: @armano … allows you to constantly listen and adjust credit: @jowyang
  • 29. Five keys to implementing social media Brand Monitoring Metrics & Strategy & Measurement Resources Community Policies & Management Processes
  • 30. socialmediagovernance.com
  • 31. Guidelines define: The personal use of social media Operational responsibilities for community managers How to leverage specific social utilities How to use the company’s trademarks Etc.
  • 32. And not just guidelines. Business processes, too Adverse reaction reporting process Customer service Human resources False information Copyrights, patents, trademark infringements Crisis management plan
  • 33. Five keys to implementing social media Brand Monitoring Metrics & Strategy & Measurement Resources Community Policies & Management Processes
  • 34. Establish outposts on social networks Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water. You would need to go to where there is fresh water. That's where the fish are.
  • 35. We all know Facebook is important to the “public”, but what about to physicians?
  • 36. Physician Social Networking Survey • In July 2009 Medimix International designed a study to acquire a better knowledge of physician’s interest and perceptions of current options for social and professional networking across the world • An online study was conducted among the following sample between May and July 2009 !"#$%&'( )*( 5&-6"7(8-&97:$( 0*( !"&"#%.(@#%4A4"( BCB( +#%,-.( /0( ;6%.'( 0*( D%#7-:.:9'( BEB( 12%-&( ))( <"=-4:( />( F&4:.:9'( B)/( 3#%&4"( 0*( 5&-6"7(16%6"?( >*( n=464
  • 37. Facebook Clear Leader in Social Networking Market for Medical Professionals Are you a member of any of the following social networks? '50& '20& )40& '70& )(0& )50& )10& 240& )70& 230& 2(0& 250& 220& 220& 270& 150& 120& 110& 110& 110& 170& 40& 40& 60& (0& 30& (0& '0& 50& 50& '0& '0& '0& 20& 20& 20& 20& )0& 20& 20& )0& )0& )0& 20& 20& )0& '0& )0& 20& 20& 20& 20& 70& !*"89:& ;$*<"-=& >+"9-& ?*"-@$& AB& C/":=& D$E9@,& A>& F,/":& ?"@$G,,H& D=>+"@$& FI9J$*& ?:9@H*& K95& L*HM/& L/N$*& C&.,-O/&H-,I&/N$<& !"#$%&'()&*$#+,-.$-/#&&&&&&
  • 38. Results of social networking survey 43% of physicians are aware of medical-scientific networking sites; 39% visit those sites. Physicians are more interested in “receiving” (more information / access to medical articles) rather than “sharing /publishing”. High interest in being able to communicate and have exclusive interaction with drug/treatment experts from partnering pharmaceutical companies (70%).
  • 39. Medical sites known by physicians
  • 40. Worldwide community for physicians
  • 41. How to connect with physicians in online communities? Pharmacists Nurses Physicians Other HCPs Connect with peers across the world Community Update CME requirements Post questions in discussion areas and forums Participate and learn through detailing Seek advice from Key Opinion Leaders worldwide Participate in surveys, advisory boards, and research Learn about conferences, see who else is attending Get publications posted to a worldwide peer community Marketing Research eMarketing Paid Member Services Advertising Pharmaceutical Medical Device Biotech Financial Other Healthcare Companies Manufacturers Firms Analysts Organizations
  • 42. Most important skill for a community manager? 1. Interpersonal skills 2. Interest for technology (a fearless tinkerer) 3. Business acumen 4. Medical knowledge / credibility
  • 43. The role of community management in social media Influence Authority Reputation Identity Credibility Presence
  • 44. What about patients online? ADVERSE REACTIONS: pharma fears A Pandora’s box? open discussion / comments of customers Very few posts have a reportable AR discussions – about 165 per day across entire pharma industry (Nielsen) Use social media as “canary in the coal mine” Implement social media monitoring, policy and AR reporting processes
  • 45. Five keys to implementing social media Brand Monitoring Metrics & Strategy & Measurement Resources Community Policies & Management Processes
  • 46. There are lots of ways to measure
  • 47. Measurement: •Determining the volume and sentiment around a brand or topic in social media •Driven by your strategic objectives •It’s not just about the numbers
  • 48. What are your strategic objectives? Consumer self-education  Greater visibility in search results Lower the cost of public relations Reach an enthusiast community Become preferred online source of information Lower cost communication tool Internal collaboration Employee satisfaction Responsive to physician and consumer concerns etc.
  • 49. “In social - 1 rule of socialactively participate more than others… Social 90 - 9 groups, some people participation participation tends to follow a 90-9-1 rule where:”
  • 50. A single user may affect or “infect” many others
  • 51. Quality of mentions and relationships, not quantity
  • 52. Five keys to implementing social media Brand Monitoring Metrics & Strategy & Measurement Resources Community Policies & Management Processes
  • 53. Drug Discovery Pre-Clinical Clinical Trials Regulatory Review Sales / Product Lifecycle New markets Phase 1 Phase 2 Phase 3 Extensions Phase 4 Number of Approved compounds Drug Keys to Implementing Social Media Brand / 3+ years 3+ years • 6+ years Comparing competitors 1.5+ years Therapeutic Area • Entering the conversation • Identifying influencers Monitoring • Understanding physician • Finding the platforms discussions Community • Researching outcomes • Identifying negative or Management false information • Developing the approach Metrics and • Managing the community Measurement • Measuring quantity and quality of conversation • Driven by corporate • Mix of corporate and Strategy and business units Resources • Making the business case • Deploying the resources • Budgeting resources • Policies are driven by Policies and corporate Processes • Business processes are implemented by corporate and by business units
  • 54. @gapingvoid
  • 55. Image credits Most images have been purchased from iStockPhoto Illustrations are credited to David Armano, Jeremiah Owyang, and Jake McKee. Follow them on Twitter @armano, @jowyang, @jakemckee “Cartoons on the back of business cards” are drawn by Hugh MacLeod, @gapingvoid on Twitter Swami image: http://www.flickr.com/photos/boskizzi/12103933/ Social media is in your marketing mix image: http://www.flickr.com/ photos/luc/1824234195/ Markets are conversations image: http://www.flickr.com/photos/ 88543347@N00/80462964/ Jellybeans image: http://www.flickr.com/photos/jspad/450848498/ Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out
  • 56. Alex de Carvalho @alexdc @alexdcRx