Presentation on why the pharma industry should be using social media.

1. Why Social media?
"I realized from the perspective of the communications industry that the worldwide adoption
of twitter in various segments of society in the 21st century is as big as the introduction of
the telegraph and/or telephone in the 20th century."
Jeff Pulver, 140conf.

2. Who am I?
Entrepreneur- founder of Newspepper.
com, company making video for the
Internet.
Journalist/ Girl Geek in Tech/Pro
Blogger-Vlogg Telegraph and video
partner TechCrunch.
Social media advisor- Advise
companies/government depts on how to
engage with Social Media.

3. Why am I here?
By the end of this presentation I will have persuaded
you Social media is a must.
I want to share with you:
How I work,
Why I believe in social media as a channel
How other journalists are using it
Why its important
Why you should be embracing it
How you can embrace it

4. How I work
Built up a direct network of over
10,000 people through Twitter and
Facebook plus videos viewed 100,000
+
Carefully following the 'Twitter
etiquette' broadcast what I am doing,
what I'm talking about, who I am
meeting, where I am going.
Blog has been picked up by
mainstream media who commission
podcasts.

5. What is social
media?

6. Before: After:
1. fax
2. face to face
3. tel
4.letter
5.mail

7. Still social
media skeptic?

8. Why effective
channel?
1. Crowd sourced this presentation
2. FREE Advertising and marketing tool- never spent a penny
on advertising and marketing yet clients include BBC and
Channel 4 + PLUS getting request for quotes on Facebook and
Twitter.
3. Contact people NEVER be able to contact before- Will
Carling, Richard Branson, Magie Philibin, Gail Porter,
celebrities etc.
4. Internet is GLOBAL audience, not
geographically limited.
5. mainstream media/Newspapers are V
dying-people now becoming their own
media outlets.

9. How other journalists are using it.
SKY News Correspondent
Quality and Feedback Forms, misspellings, missed links very quickly
trending topics
Iran election

10. Why its important
But the conversation will carry on regardless- Dell turned a blind eye to social
but one day it had it's first social media entry...
...one unhappy Dell customer decided to write a blog critisizing the company.
Not long after the 'Dell Hell' blog appeared as the top hit when searching for Dell
in Google-now Dell has some of the best social media representation around.

11. Case Study: Lets look at Boehringer:
Twitter = Yes
Facebook = Yes
YouTube = Yes
LinkedIn = Yes
But...

12. What's missing Boehringer?
Not enough conversation!
Not enough reach
all redirecting back to main site where site is
static.
No company blog open to comments
Social Media buttons should be big on front
page-not instantly accessible
needed for people who come to site first

13. What others are doing:
gsk: Blog open to
comments, social media
on front page of site.
J&J: Blog open to
comments, personal
Twitter
Novartis: No blog, but
more Twitter followers

14. I don't know much about pharma but...
The first thing people do when they are
sick is Google Symptoms.
Internet and Swine Flu- net cut out
doctor, giving authorization for drugs
online.
Medicinal phone apps/iPhone apps for
taking medicine on time/calculating
drug dosage.
Social media significantly reduces the
costs associated with engaging with
consumers.
Transparency-Consumers are starting
to expect to be engaged throughout the
product development .
Using Blogs for health advice- buy
drugs direct from Internet.

15. Challenges
Move the communication with their
Sales and marketing in pharma consumers prior to NDA approval
is traditionally a very expensive since there isn't the huge financial
affair. risk associated with traditional
media.
Regulatory agencies exert
significant control over the Change in corporate mindset.
interaction.
Pharma companies are
extremely protective of the Engaging with your consumers
intellectual property (IP). from idea generation, through lead
development and candidate
selection, into the clinical phases
and finally into sales and
marketing.

17. It might seem scary at first but you'll love it in the end