Pharma and Healthcare Social Media Principles

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5 comments

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  • + ARJHalk rob halkes 2 months ago
    Great Presentation John, it aids the pharma discussion about whether to adopt social media, and specifically should diminish the anxiety of adverse events
    Thanks
    @rohal
  • + guest7e30a3 guest7e30a3 6 months ago
    Now if we can just figure out that bit about monitoring! Really nice presentation, and highly memorable points
  • + nbourre Nat Bourre 7 months ago
    Excellent presentation Jon. At the very least, pharma companies should be monitoring what is being said about them and their competitors on social media.
  • + asquared Arthur Alston 7 months ago
    That was my comment above, forgot to log in.

    Thanks for making it available for download.

    @arthur_alston
  • + guestf3fa2d guestf3fa2d 7 months ago
    Good job Jon.
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Pharma and Healthcare Social Media Principles - Presentation Transcript

  1. Pharma and Healthcare Social Media PrinciplesJonathan RichmanDirector of Business Development, Bridge WorldwideBlogger, Dose of Digital
  2. The Principles
    Be Aware, Not Afraid
    Monitor and Get Involved
    All About E.V.E.
    Prepare to Surrender Control
    It’s Not About You
  3. Be Aware, Not Afraid
  4. Be Aware, Not Afraid
    The #1 objection to social media among healthcare companies:
    Adverse Event Reporting
  5. Be Aware, Not Afraid
    The Myth:
    If given a forum, patients will post “adverse events” that need to reported to FDA.
  6. Be Aware, Not Afraid
    The Reality:
    1 in 500 posts actually contain all the information required for an adverse event report.
  7. Be Aware, Not Afraid
    Required for reporting:
    an identifiable patient
    an identifiable reporter
    a specific drug or biologic involved in the event
    an adverse event or fatal outcome
    Only 1 in 500 posts have all this info.
    Get Nielsen’s Whitepaper: http://bit.ly/YqmrD
  8. Be Aware, Not Afraid
    Summary
    Very few posts will ever have a reportable adverse event
    Use adverse events as a “canary in the coalmine” to identify issues before they become too large to manage
    Develop a simple policy for handling these issues
  9. Monitor and Get Involved
  10. Monitor and Get Involved
    Be aware of what people are saying about you
    Join the community now and not during a crisis when it’s too late
  11. Monitor and Get Involved
    A crisis like this...
    Video URL: http://www.youtube.com/watch?v=BmykFKjNpdY
  12. Monitor and Get Involved
    One tweet starts a firestorm
  13. Monitor and Get Involved
    Leading to a public apology
  14. Monitor and Get Involved
    One weekend and just 7000 Tweets to take down Motrin
  15. Monitor and Get Involved
    Summary
    Some Lessons Learned:
    Neither McNeil nor the agency that created the ad had a Twitter account
    Neither were monitoring Twitter for brand mentions
  16. Monitor and Get Involved
    Start Here...
    More Info: http://bit.ly/Zeja
  17. It’s All About E.V.E.
  18. No, not that one...
  19. All About E.V.E.
    Expected Visitor Experience (E.V.E.): the set of activities and functions that an average user would expect to find and use on a specific digital platform.
    “Does your social media program work like I think it should to work?”
  20. All About E.V.E.
    Don’t be this guy.
    Shouting, but no one’s listening.
  21. Shouting
     Listening
  22. Shouting
     Listening
  23. P.S.: You act “conservatively” on Twitter to avoid a warning letter...
    Irony
    ...and then violate FDA rule one by not providing fair balance
    where product and usage are mentioned
  24. You take the leap onto YouTube....
  25. ...but disable some favorite features
  26. ...but disable some favorite features
    This isn’t what
    the people want.
    Remember:
    It’s all about E.V.E.
  27. All About E.V.E.
    Summary
    Use each social media site as it was intended or you’ll find yourself alone
    This means (for example)...
    ...you have to interact on Twitter
    ...you have to enable “The Wall” on Facebook
    ...you have to allow comments and ratings on YouTube
    ...you have to permit comments on your blog
  28. Prepare to Surrender Control
  29. Prepare to Surrender Control
    You can’t control what people say about your brand
    If you try to, you instantly lose credibility with the community (and sales)
  30. Prepare to Surrender Control
    You can’t control what people say about your brand
    If you try to, you instantly lose credibility with the community (and sales)
    And besides, you’ve already lost control
  31. Prepare to Surrender Control
  32. I would “hold” the medication until you go see your doctor in person
    Prepare to Surrender Control
    Who is “catspajamas” and why is he/she giving medical advice about your brand?
  33. Prepare to Surrender Control
  34. Prepare to Surrender Control
    Do you have ratings on your product site?
  35. Prepare to Surrender Control
    Don’t worry...iGuard is doing it for you.
    Okay with you?
  36. If you’re participating, be honest...
  37. If you’re participating, be honest...
    An AstraZeneca IP address
  38. If you’re participating, be honest...
    ...someone will figure it out and tell the world.
  39. Prepare to Surrender Control
    Summary
    Know that you can’t control what people say about your product
    You CAN correct inaccurate information, but do it openly and supported by facts
    Never, ever pretend to be someone else
  40. It’s Not About You
  41. It’s Not About You
    Customers care about their needs and not your products
    You must meet your customers’ needs first before your own
    Bringing “meaning” to your customers is how you get their attention and loyalty
  42. It’s Not About You
    You Promise This --
    “Review Treatments”
  43. It’s Not About You
    You Promise This --
    “Review Treatments”
    But Give Me This --
    A mention of your drug
  44. It’s Not About You
    You Promise This --
    “Review Treatments”
    But Give Me This --
    A mention of your drug
    What if you actually gave me what I was promised?
  45. It’s Not About You
    How many more pairs of Nikes does the free Nike+ application sell?
  46. It’s Not About You
    Community created by Valeant, the makers of Diastat Acudial for seizures.
    Does anyone seem to mind?
  47. It’s Not About You
    The best source for PKU information happens to have been created by the brand that makes a treatment for PKU.
    What are you the best source of?
  48. It’s Not About You
    200,000 posts all about your product...on your site.
    Where is everyone discussing your product?
  49. It’s Not About You
  50. It’s Not About You
    For more examples go here: http://bit.ly/B3PR7
  51. It’s Not About You
    Summary
    Start with unbranded experiences to help your community of customers – education and awareness is part of your remit
    Let the discussion take center stage and don’t sell
    Customers will flock to the places where there is genuine value
  52. The Principles
    Be Aware, Not Afraid
    Monitor and Get Involved
    It’s All About E.V.E.
    Prepare to Surrender Control
    It’s Not About You
  53. Starting Tomorrow...
    Learn from others (for examples go here: http://bit.ly/B3PR7)
    Imitation is the sincerest form of flattery, so learn from others.
    Get involved and familiar with the technology
    You won’t know what works until you see for yourself.
    Find out where your customers are and what they’re doing
    Don’t do something unless your customers are also.
    Educate your colleagues
    You may understand it all, but do the people who have to approve it?
    Try something
    Start small, but just start. See what it’s like before you commit big money.
  54. Contact:
    Jonathan Richman
    Director of Business Development, Bridge Worldwide
    Blogger, Dose of Digital
    513-381-1380
    j.richman@bridgeworldwide.com

+ Dose of Digital - Jonathan RichmanDose of Digital - Jonathan Richman, 7 months ago

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