3. In the social media communications lifecycle
credit: @jowyang
Companies often fail to listen
4. 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
5. ... 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?
6. 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 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?
7. ... 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?
8. 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
credit: @armano
10. With such a proactive model, only social media…
credit: @armano
… allows you to constantly listen and adjust
credit: @jowyang
11. 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
Drug
Roadmap
3+ years 3+ years 6+ years 1.5+ years
Brand / Therapeutic • Engaging the conversation
• Understanding physician
Area Monitoring • Competitor monitoring
discussions
• Identifying influencers • Identifying negative or false
Community information
• Traditional R&D • Determining the platforms
Management • Managing community of
• Researching outcomes participants and influencers
Metrics and • Measures and metrics
• Developing the approach
Measurement • Identifying brand / product
extensions
• Driven by corporate • Mix of corporate and
Strategy and business units
Resources • Making the business case
• Deploying the resources
• Budgeting resources
Policies and • Policies are driven by corporate
• Business processes are implemented
Processes by corporate and by business units
