0
Philip Owens
Social Media in Pharma
o Are pharma companies wanting, capable of
and allowed to have real, authentic and
valuable convers...
Pharma Company
Consumer
Channels
Pharma Company
Consumer
Physician
Pharma Company
Consumer
Physician
Stakeholder
Milieu
Payer
Regulator
Influencer
Governor
Supplier
Pharma Company
Consumer
Stakeholder
Milieu
Constraints
and codes
Legal
Medical
Regulatory
Pharma Company
Consumer
Stakeholder
Milieu
Constraints
and codes
Cultural divide
Authority
Risk averse
IP and data
Regulat...
Pharma Company
Consumer
Stakeholder
Milieu
Constraints
and codes
Cultural divide
Arousal
Over Arousal
Under Arousal
External Challenges to true ‘Social
Media’ in Pharma
o Stakeholder Milieu
o Communication constraints and codes of
conduct...
Internal Barriers
o Predefined processes not including social
media concepts
o Established habits and relationships
o Buzz...
Opportunities
o Consistency and authenticity in all communications
(becoming truly social)
o Stakeholder and influencer ma...
For more information or to provide feedback:
owens-assoc@hotmail.com (+61) 0418 126 652
Message Stars ©
Scientific
EconomicPolitical
Emotional Relational
Core Message
Arousal Theory©
Over Arousal
Under Arousal
Correct Arousal for behaviour change
Calming strategies
Arousing strategies
Cha...
ROI?
o Current investment versus potential future
o Advertising $250K
o Targets reached 5000 (population)
o 5% effect (new...
Is Aussie Pharma Ready? | Phil Owens, PG Owens & Associates | iStrategy Sydney 2010
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Is Aussie Pharma Ready? | Phil Owens, PG Owens & Associates | iStrategy Sydney 2010

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Is Aussie Pharma ready? Can it shift from antisocial laggard to social darling? Presentation by Philip Owens of PG Owens and Associates during iStrategy Sydney 2010.

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Transcript of "Is Aussie Pharma Ready? | Phil Owens, PG Owens & Associates | iStrategy Sydney 2010"

  1. 1. Philip Owens
  2. 2. Social Media in Pharma o Are pharma companies wanting, capable of and allowed to have real, authentic and valuable conversations with their consumers (and customers?) o Can they overcome the inherent environmental barriers? o Can they manage the internal barriers? o Do companies really want to be social?
  3. 3. Pharma Company Consumer Channels
  4. 4. Pharma Company Consumer Physician
  5. 5. Pharma Company Consumer Physician Stakeholder Milieu Payer Regulator Influencer Governor Supplier
  6. 6. Pharma Company Consumer Stakeholder Milieu Constraints and codes Legal Medical Regulatory
  7. 7. Pharma Company Consumer Stakeholder Milieu Constraints and codes Cultural divide Authority Risk averse IP and data Regulated Control Crowd Risk taking Emotion Open Uncontrolled Fast
  8. 8. Pharma Company Consumer Stakeholder Milieu Constraints and codes Cultural divide Arousal Over Arousal Under Arousal
  9. 9. External Challenges to true ‘Social Media’ in Pharma o Stakeholder Milieu o Communication constraints and codes of conduct o Cultural divide between Pharma and Consumer / Customer o Arousal state of stakeholder
  10. 10. Internal Barriers o Predefined processes not including social media concepts o Established habits and relationships o Buzz words and ‘politics’ o ‘Rational’ decision making o How can you ‘prove’ ROI when you haven’t done it yet? o Need for investment, headcount o Gen Boomer versus Gen Next
  11. 11. Opportunities o Consistency and authenticity in all communications (becoming truly social) o Stakeholder and influencer mapping and management o Exquisite target understanding and message matching o Creating message ‘stars’ o Channel Selection o What can you STOP doing? What can you start? o Experiment / Invest o ROI can only ever be calculated after o Quick win: Inbound o You can’t have a conversation until you really hear them.
  12. 12. For more information or to provide feedback: owens-assoc@hotmail.com (+61) 0418 126 652
  13. 13. Message Stars © Scientific EconomicPolitical Emotional Relational Core Message
  14. 14. Arousal Theory© Over Arousal Under Arousal Correct Arousal for behaviour change Calming strategies Arousing strategies Changed behaviour in line with messaging
  15. 15. ROI? o Current investment versus potential future o Advertising $250K o Targets reached 5000 (population) o 5% effect (new scripts, behaviour change) o 250 ‘hits’/$250K = $1000 per ‘hit’ o To measure social media o Cost of program $250K o Targets reached 5000 (population) o Hits / response 10% (new data) o 5% effect (new scripts, behaviour change) o Use social media to drive very specific concepts (savings cards) in pilots so it can be measured.
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