Social media: opportunities for pharma

Social media: Opportunities for pharma JD Lasica Socialmedia.biz jd@socialmedia.biz

What we’ll cover Social media overview Corporate marketplace Rise of online communities 3 ideas

What is social media? “ Any online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ”

The numbers Active blogs on the Internet: 25-40 million Social networks: 2,900. 57% of Americans have joined a social network. Active Facebook members: 200 million Corporations with social media campaigns: 300+ Photos on Flickr: 3 billion Daily Twitter messages: 6 million YouTube = 10% of all Internet trafﬁc

Reality check World Internet users by region Asia: 650 million Europe: 390 million North America: 246 million Latin America/Caribbean: 166 million Africa: 54 million Middle East: 45 million Australia/Oceana: 20 million 1.57 billion users worldwide Source: Internet World Stats, February 2009 http://internetworldstats.com/stats.htm

Who’s commanding trust? Other consumers 78% Chat/discussion comments 63% Blogs 61% Brand sites 60% TV/magazine 56% Radio 54% Sponsorships 49% Search ads 34% Banner ads 26% 0% 50% 100% Source: Nielsen, Oct. 2007

Social media principles Be human. Be aware. Be honest. Be respectful. Be a participant. Be open. Be courageous. “The wisdom of crowds does not resist expert opinion — only dependence on a single expert opinion.” - The Wisdom of Patients: Health care meets online social media Calif. HealthCare Foundation, April 2008 Photo illustration (c) 2008 AdWeek

Social sites leading the way Top 15 brands, unique monthly audience (in thousands) Twitter growth: 1,350% Nielsen/NetRatings NetView

Conversation economy Whenever someone opens a computer, 60% of time it’s for social reasons. To succeed in this new world, companies must leverage social media to have conversations with customers at scale.

Fortune 500 still at Web 1.0 Mitsubishi Lancer Evolution’s site

Where the action is taking place Wikipedia Left Lane News Left Lane News evolutionm.net Lancershop.com Source: battellemedia.com

American Cancer Society “In 2009, you canʼt build a $2 million destination site and use marketing muscle to drive trafﬁc to it.” - David Neff American Cancer Society

American Cancer Society, Web 2.0

Create a space for ‘us’

morebirthdays.com

Leveraging sharing culture

Let’s turn to pharma & health care Culture clash Regulatory realities Emerging communities Ideas

Culture challenges Pharma values Social media values Risk averse Risk taking Heavily regulated Open to all Closed, security-focused Transparent Controlled access to data Sharing culture Authoritative, heavily ﬁltered Wisdom of crowd Remote voice Personal voice Long lead times Rapid deployment IP closely guarded Open source Marketing-dependent Marketing-suspicious Hat tip to Len Starnes, Head of Digital Marketing, Bayer Schering Pharma

Regulatory challenges “Compliance and regulation should not be used as a shield against engagement and communication.” — J&J’s top social media strategist In pharma, we can manage chronic pain. We can manage once-fatal diseases. So we can manage adverse event regulations. —JD Lasica

Regulation: real but manageable

Social media life in ﬁnancial sector She blogs like a regular blogger ...

Here’s how but occasionally includes a disclaimer:

and clever use of url shorteners Shannon’s tweets sometimes end like this:

Health care ecosystem To thrive in the participatory era, pharma must engage with: Patient communities Physician (& pharmacist) communities Social media inﬂuencers Its own employees & internal champions

The evolution of Patient Power 1993: simple search and information gathering mid-’90s: info sharing in forums and comments 1995-2006: Stand-alone portals, websites 2005 to now: small organized communities created by patients for patients

Patient-driven health care 'Patient-driven' health care doesn't mean patients provide for themselves but that health care is not just marketed to them from above. It means patients want to actively participate in the delivery and potentially the design of health care technology and treatment — if not directly then indirectly by capturing, producing, analyzing and sharing their own data, observations and experiences. The tools bring much to the patient. There’s no reason they can’t bring as much, and more, to pharma and health care providers.

Patient communities Patientslikeme.com PatientsLikeMe is a social network of people with Lou Gehrigʼs disease (ALS), MS and other health conditions. People share very personal data on prescription drug histories, health conditions, side effects, what works and what doesnʼt work.

Patient communities Diabetes Mine Founder Amy Tenderich: “The ﬁrst thing I did was search on the Internet. When it came to reach out to people with diabetes there was nothing that felt real or personal. There wasn’t any place for patients.” She adds: The users of social network health sites “are more than readers — these are community members who you interact with. People are intimate in a way they never would be on a site like WebMD, for example, which offers great information but feels impersonal.”

Patient communities imtooyoungforthis.com Iʼm Too Young For This! Cancer Foundation is a national cancer advocacy, research and support organization working exclusively on behalf of survivors under 40. There are countless little-known sites that can be helpful to young cancer survivors, says founder Matt Zachary, and “Weʼre going to tell you about it.”

Patient communities Zone for Autistic Children Founder John LeSieur tried to ﬁnd online tools that could guide autistic children around the Web, but he couldn't ﬁnd anything satisfactory. So he had one built, named it the Zac Browser For Autistic Children in honor of his grandson, and is making it available to anyone for free at zacbrowser.com.

Patient community on Facebook

Facebook Top conditions Facebook users search for 1. Acne 2. ADD/ADHD 3. Ear infections 4. Eye infections 5. Migraine 6. Bipolar disorder 7. Anxiety/social phobia 8. Infertility 9. Asthma 10. Allergies Manhattan Research ePharma Consumer, no. 11, 2008

Patient communities MS-LOL: Life Of Learning Founder Amy Gurowitz: “The focus of this blog moves between my MS Diary (a common venue for those of us with this chronic questionable confusing conundrum that is MS) to the website I am developing (MS SoftServe, a place for people to learn about their own disease without scaring themselves to death) and then what my life of learning experience is.”

Social networking --> drug sales MS-Gateway Launched by Bayer HealthCare, evolved into a patient community. 12,000+ members 200,000+ posts Led to increased global sales of Betaferon

Efforts by competition SmithGlaxoKline’s alliConnect is the ofﬁcial corporate blog for alli, the only FDA-approved OTC weight loss product. Notice the sponsorship of a networked cause for breast cancer.

Efforts by competition JNJ BTW Hundreds of reader comments on JNJ BTW & Kilmer house blogs since 2007. # of adverse events reported: 0 J&J blogger Marc Monseau

Physician social networks USA Europe Sermo (75,000) Doctors.net.uk (160,000) Physician Connect (50,000) Escanum (23,000) Student Doctor Network DocCheck Faces (5,000) Healtheva Coliquio Relaxdoc OnMedica SocialMD Sosido (HC associations) International Clinical Village New Media Medicine MedicSpeak DoctorsHangout Canada Doctor.VG Tiromed Asklepios DoctorNetworking Source: Len Starnes, Head of Digital Marketing Bayer Schering Pharma

/overview So, if pharma must join the conversation, how do we move forward?

Strategy to sandbox Start with a strategy Understand core values of social media “We went into it thinking of it as broadcast media and within a few months we realized we were wrong.” —Paula Drum, VP of Marketing, H&R Block Create a sandbox for engagement

3 ideas 1. CSR campaign on Twitter & Facebook 2. Inﬂuence the inﬂuencers 3. Knowledge-sharing corporate wiki

1. Corporate social responsibility A new narrative: Enabling citizen philanthropy

Corporate social responsibility Crate & Barrel’s CEO sent 18,000 $25 gift certiﬁcates to their customers on behalf of DonorsChoose.org.

Corporate social responsibility Crate & Barrel not only received positive coverage but showed a 12% increase in merchandise sales by gift certiﬁcate redeemers.

Find the right cause Global Hug Tour

2. Inﬂuence the new inﬂuencers Health Twitterers

3. Internal wiki Health wikis: Medpedia WikiHealth WikiSurgery wikiCancer Diabetes Wiki MacSurg Wiki ﬂuwiki Rads Wiki DocCheck Flexikon wiki ECG Pedia.org

A model corporate wiki: Intel

A model corporate wiki: Intel # of corporate secrets/unauthorized posts leaked outside the ﬁrewall: Zero — Josh Bancroft, founder of Intelpedia, interview, May 7, 2009

Other ideas Wellness campaigns Storytelling with video

Thank you! Twitter: @jdlasica

Social media: opportunities for pharma

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