Web 2.0: Opportunities & Risks
4th Annual Achieving Pharma Marketing
Excellence
January 15th – 16th, 2008
Barcelona, Spain
January 16th, 2008 © 2008, Craig A. DeLarge 1

What is Web 2.0
• a perceived 2nd generation of web-based
communities and hosted services, such as
social-networking sites & wikis which facilitate
collaboration and sharing between users.
• Rather than an update to technology, Web2.0
more precisely refers to a change in the way
the internet is used.
January 16th, 2008 © 2008, Craig A. DeLarge 2

The Simple World of Yesterday
HCPs
Payors Pharma
Patient Advocates Caregivers
Patients
January 16th, 2008 © 2008, Craig A. DeLarge 3

The New World of Web2.0
may marginalize Pharma if we are not careful
HCPs
Payors Pharma
Patient Advocates Caregivers
Patients
January 16th, 2008 © 2008, Craig A. DeLarge 4

Web 2.0 is characterized by …
• Breakdown of traditional communications
hierarchies
• Open, honest & transparent communication
(with decreased control)
• Community and content trumps commerce
• Information & support (service) are key
currency (versus product)
• UGC competes with Pharma-generated Content
January 16th, 2008 © 2008, Craig A. DeLarge 5

The ground shifting under our feet is that of …
• trust: from bureaucracies to community
• trust basis: from official info. to recommendations
• content production: from organizational to peers
• internet’s value: from destinations to distribution
• marketing’s value: from selling to service
• customer’s desire: from command & control to engage
& enhance
January 16th, 2008 © 2008, Craig A. DeLarge 6

Web 2.0 Role in the Promotional Mix
Relevant Ubiquity is the Major Opportunity
There is innovative opportunity in every space above, especially from a non-branded
perspective. It is for us to fill in the blanks.
January 16th, 2008 © 2008, Craig A. DeLarge 7

Getting Started with Web 2.0
• Regulatory/Legal Risk Assessment
• Clarification of Objectives Desired
• Strategic & Functional Alignment
• Experimental Mindset where Learning is initial ROI
• Non-commercial, Relational, Collaborative Intention
• An Unofficial, Transparent Voice
January 16th, 2008 © 2008, Craig A. DeLarge 8

4 Rule I Think Will Work with Web 2.0
1. Share control of the communication
2. Earn your community credibility
3. Plan for conversations versus communications
4. Seek relationship & sales will follow
January 16th, 2008 © 2008, Craig A. DeLarge 9

Web 2.0’s Strategic Benefits
• Rich In-depth Insighful Research
• Goodwill & Reputation with Customers &
Stakeholders
• Authentic, Transparent Branding
• Shaping and balancing of comm. environment
January 16th, 2008 © 2008, Craig A. DeLarge 10

Web 2.0’s Risks
• Primary
– Off label communications
– Adverse Event Reporting
– Fair Balance Violations
• Secondary
– Community Alienation & Pharma Marginalization
– Lost opportunity to shape & balance information &
support environment
January 16th, 2008 © 2008, Craig A. DeLarge 11

Source: White Paper, “Connecting with Patients, Overcoming Uncertainty” , September 2007,
Envision Solutions, Cymfony, Seyfarth & Shaw
January 16th, 2008 © 2008, Craig A. DeLarge 12

Source: White Paper, “Connecting with Patients, Overcoming Uncertainty” , September 2007,
Envision Solutions, Cymfony, Seyfarth & Shaw
January 16th, 2008 © 2008, Craig A. DeLarge 13

Source: White Paper, “Connecting with Patients, Overcoming Uncertainty” , September 2007,
Envision Solutions, Cymfony, Seyfarth & Shaw
January 16th, 2008 © 2008, Craig A. DeLarge 14

Suggested Next Steps
• Collaborate with internal stakeholders to evaluate
prudent strategic Web 2.0 experiments
• Find relevant Web2.0 KOLs
• Plan integration with present marketing mix
• Join communities to observe & learn
• Plan to engage or to be marginalized
• Educate to balance environment
January 16th, 2008 © 2008, Craig A. DeLarge 19

Further Reading
• Wikinomics, Tapscott & Williams
• Chloe Stromberg at Forester Research
• Wisdom of Crowds, Surowiecki
• Web2.0 Risks & Opps, DeLarge, January 2008
issue of www.PharmaVoice.com
January 16th, 2008 © 2008, Craig A. DeLarge 20

Q&A (today & after)
Craig A. DeLarge
cadelarge@yahoo.com
cdrg@novonordisk.com
January 16th, 2008 © 2008, Craig A. DeLarge 21