JacobFleming Pharma Marketing Excellence Conference - De Large Pharma Web 2.0

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

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

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

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JacobFleming Pharma Marketing Excellence Conference - De Large Pharma Web 2.0

by Craig DeLarge on Apr 10, 2009

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JacobFleming Pharma Marketing Excellence Conference - De Large Pharma Web 2.0 — Presentation Transcript