What should pharma use Social Media for

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What should pharma use Social Media for? A presentation given at SMI Social Media in Pharma on Jan 26 in London. About the inevitable revolutionary change that will take place in the next couple of years in pharma (and any other industry). Thanks to social media.

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What should pharma use Social Media for

  1. 1. Social Media? rma do with itwhat should pha
  2. 2. Lynn  Perrysource: Charlene Li and Josh Bernoff, Groundswell, winning in a world transformed by social technologies, Harvard Business School Press, 2008
  3. 3. >500.000.000>65.000.000/day >35hr/min
  4. 4. listen
  5. 5. engage
  6. 6. engage
  7. 7. connect
  8. 8. Social Media is the catalyst for a cultural revolution change
  9. 9. trends product-technical innovation generic pressure reputation pharma industry
  10. 10. reputation 0 20 40 60 80 100 Transparent and honest practice Company I can trustHigh quality products and services Communicates frequently Treats employees well Good corporate citizen Prices fairly Innovator Top leadership Financial returns source: Edelman Trust barometer 2010
  11. 11. trends product-technical innovation generic pressure reputation farma industrie digital revolution power-to-the-people communities & collaboration health 2.0
  12. 12. health 2.0 Social Search networks Self-mgt tools source: The Past & Future of Health 2.0 | www.health2advisors.com
  13. 13. health 2.0 data drives user-generated users connecting partnerships to decision and healthcare to providers reform delivery discovery source: The Past & Future of Health 2.0 | www.health2advisors.com
  14. 14. our needs self actualization realize potential self esteem respect mastery confidence freedom family friendship belonging intimacy safety security of health, property, work etc phyisiological food water sex sleep source: Wikipedia, Maslow’s hierarchy of needs
  15. 15. 1950’s: Harry Harlowwhat motivates us? Extrinsic reward & punishment Biological eat, drink, sleep, sex source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)
  16. 16. 1950’s: Harry Harlow source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)
  17. 17. what motivates us? Intrinsic joy, happiness, passion Extrinsic reward & punishment Biological eat, drink, sleep, sex source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)
  18. 18. what motivates us? Autonomy the desire to be selfdirected Mastery the urge to get better at things Purpose the desire to give purpose to what we do source: Daniel Pink, Drive, the surprising truth about what motivates us, Canongate Books, 2010
  19. 19. Atlassian
  20. 20. generation y flexible work arrangements recognition for a job well done working in a great team giving back to society through worksource: Sylvia Hewlett: The ‘Me’ Generation Gives Way to the ‘We’ Generation,  Financial  Times  June  18  2009
  21. 21. generation y >16 hours/week online all members of online social networks > 53 online friends Close friends 11% Online  friends 38% Aquaintences 51%
  22. 22. At h ome
  23. 23. Work
  24. 24. At h ome Work
  25. 25. babyboomers vs gen y 16 9
  26. 26. How to get ourbusinessinto the 21stcentury?
  27. 27. enterprise 2.0communicationbusiness model
  28. 28. enterprise 2.0 “ the use of emergent social software platforms within companies, or between companies and their partners or customers “ source: Wikipedia, Enterprise 2.0
  29. 29. enterprise 2.0 expertise location corporate blogging corporate wiki’s internal community platforms ideation source: Wikipedia, Enterprise 2.0
  30. 30. enterprise 2.0 Andrew McAfee at SXSW 2010
  31. 31. enterprise 2.0 improvement internal communication re knowledge sharing and retention idea generation ltu Δ   experience u cwith social media and innovation crisismanagement
  32. 32. communication listen respond engage socialize
  33. 33. communication Brian Solis at SXSW 2010
  34. 34. business model relevant differentiated customer needscompetition experience co-creation services not relevant innovative commodities products general low high price source: Rob Halkes (Van Spaendonk Management Consultants), Pharma towards a new commercial model, personal communication
  35. 35. business model experience co-creation HC service environment, focussing on patients’ needs collaborative platform for HC stakeholders grounded on up-to-date technological means and based on internet facilities data drives decision and discovery source: Rob Halkes (Van Spaendonk Management Consultants), Pharma towards a new commercial model, personal communication
  36. 36. All of thisthanks toSocialMedia?
  37. 37. bottom-up purposewepower2people motivate manager empowerment collaboration engagementUGC E2.0interactive no control mastery autonomy Δculturewisdom of the crowd
  38. 38. experiment & learn give up controlrethink carrots and sticks engage & collaborate build a strategy
  39. 39. rene@digiredo.nlTwi-er:  renedigiredo www.digiredo.nl digiredo.wordpress.com

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