Social Media Throughout The Product Lifecycle

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Social Media Throughout The Product Lifecycle

  1. 1. Social MediaFrom Lab Throughout Lifecycle Alex de Carvalho @alexdc
  2. 2. In the social media communications lifecycle credit: @jowyang Companies often fail to listen
  3. 3. 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
  4. 4. ... Are you listening? • What are physicians discussing? • How do patients feel about your brand? • Who’s doing the talking and who’s influential? • Is the medical content accurate? • What types challenges are being mentioned? • How do treatment regimes vary? • Is your promotional activity effective? • In what context are your brands mentioned? • Who are your greatest advocates online?
  5. 5. Drug development from the lab to the market ...Drug Discovery Pre-Clinical Clinical Trials Regulatory Review Phase 1 Phase 2 Phase 3 Number of Approved compounds Drug3+ 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?
  6. 6. ... and throughout the lifecycleDrug 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 Drug3+ 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?
  7. 7. The blockbuster modelDrug 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+ yearsNeeded a BIG communications strategy credit: @armano
  8. 8. The specialty model Clinical trial Clinical trials Indication 1 Approval 1 M€ Indication 3 Approval 3 M€ Clinical trial Indication 2 Approval 2 M€ 18 months 18 months 18 monthsRequires constant adjustment of strategy credit: @armano
  9. 9. With such a proactive model, only social media… credit: @armano… allows you to constantly listen and adjust credit: @jowyang
  10. 10. Drug Discovery Pre-Clinical Clinical Trials Regulatory Review Sales / Product Lifecycle New markets A Phase 1 Phase 2 Phase 3 Extensions Phase 4 Partial Number of compounds Approved DrugRoadmap 3+ years 3+ years 6+ years 1.5+ yearsBrand / Therapeutic • Engaging the conversation • Understanding physicianArea Monitoring • Competitor monitoring discussions • Identifying influencers • Identifying negative or falseCommunity information • Traditional R&D • Determining the platformsManagement • Managing community of • Researching outcomes participants and influencersMetrics and • Measures and metrics • Developing the approachMeasurement • Identifying brand / product extensions • Driven by corporate • Mix of corporate andStrategy and business unitsResources • Making the business case • Deploying the resources • Budgeting resourcesPolicies and • Policies are driven by corporate • Business processes are implementedProcesses by corporate and by business units
  11. 11. Social MediaFrom Lab Throughout Lifecycle Alex de Carvalho @alexdc

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