DIA 2010 Presentation - Time To Make It Work


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Portion of panel presentation. Focus here is to get regulatory and other groups that are delaying and/or preventing the use of social media in pharma to start to change their "tune."

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DIA 2010 Presentation - Time To Make It Work

  1. 1. Time To Make It Work Mike Myers President, Palio @mmyerspalio (518) 226-4112
  2. 2. Disclaimer <ul><li>The views and opinions expressed in the following PowerPoint slides are those of the individual presenter and should not be attributed to Drug Information Association, Inc. (“DIA”), its directors, officers, employees, volunteers, members, chapters, councils, Special Interest Area Communities or affiliates, or any organization with which the presenter is employed or affiliated. </li></ul><ul><li>  </li></ul><ul><li>These PowerPoint slides are the intellectual property of the individual presenter and are protected under the copyright laws of the United States of America and other countries. Used by permission. All rights reserved. Drug Information Association, DIA and DIA logo are registered trademarks or trademarks of Drug Information Association Inc. All other trademarks are the property of their respective owners. </li></ul>
  3. 3. He’s out…
  4. 4. Across the board – media consumption habits have dramatically shifted Manhattan Research: 2009
  5. 5. It’s Not Just Where They Go That Has Changed… <ul><li>The most dramatic change for the US has been the rise in the number of active internet users who have managed a social network profile in the last six months, up nearly 50% from 43.2% to 60%. </li></ul>” Power to the People, Social Media Tracker Wave 4” (Universal McCann) Sep 06 Jun 07 Mar 08 Mar 09
  6. 6. We can’t ignore it any longer…
  7. 7. The Internet is playing an increasingly important role in health-related research <ul><li>61% of all US adults now look online for medical information </li></ul><ul><ul><li>41% of people looking for health-related info have read someone else's commentary or experience about health or medical issues on an online news group, website or blog </li></ul></ul><ul><ul><li>24% of people looking for health-related info have consulted rankings or reviews online of doctors, providers, hospitals or other medical facilities </li></ul></ul>PEW INTERNET: “The Social Life of Health Information” (June 2009)
  8. 8. … on par with healthcare professionals Source: Google Health Study by Harris Interactive (2009) Resources Used to Gather Information on a Health Question/Concern
  9. 9. Consumers are more satisfied with health information they are getting online vs. other media Source: Manhattan Research Cyber Citizen Health v7 Percentage of All U.S. Adults Using Source for Health Information % of people who are “very satisfied” with this source for health info % of people who are “very satisfied” … % of people who are “very satisfied” … % of people who are “very satisfied” …
  10. 10. The information they are finding is significantly influencing health-related decisions <ul><li>Fully 42% of all adults (60% of online health-information seekers) say they or someone they know has been helped by following medical advice or health information found on the internet. </li></ul><ul><ul><li>60% say the information found online affected a decision about how to treat an illness or condition. </li></ul></ul><ul><ul><li>53% say it led them to ask a doctor new questions, or to get a second opinion from another doctor. </li></ul></ul><ul><ul><li>38% say it affected a decision about whether to see a doctor. </li></ul></ul>
  11. 11. <ul><li>Your “brand” is no longer what you tell people it is – but is instead defined by what others… </li></ul><ul><ul><ul><li>Think </li></ul></ul></ul><ul><ul><ul><li>Feel </li></ul></ul></ul><ul><ul><ul><li>Say </li></ul></ul></ul>How brands are defined has shifted
  12. 12. Companies and brands can no longer expect that traditional communication methods for pharmaceutical products can be managed by traditional means
  13. 13. “ Solve the problem or die.”
  14. 14. The current way much of pharma are managing the change
  15. 15. Things That You Can Do Now
  16. 16. Listen (in on the dialog about social media) <ul><li>Family and friends </li></ul><ul><li>Marketing teams </li></ul><ul><li>Media </li></ul><ul><li>Entertainment vehicles </li></ul><ul><li>Any kids that you know </li></ul>
  17. 17. Interact
  18. 18. Interact <ul><li>Social Media Wiki </li></ul>
  19. 19. Interact
  20. 20. Expand Your Comfort Zone (Not Everything is Perfectly Defined) <ul><li>Jean Ah-Kang (Special Assistant to DDMAC Director Tom Abrams) says FDA is on track to issue draft promotional guidance on the use of the internet and social media </li></ul><ul><li>“ Guidances are meant to reflect the agency’s current thinking.” </li></ul>
  21. 21. Act Like a Child <ul><li>Minimize “why not” </li></ul><ul><li>Think “how” </li></ul><ul><li>Connect the dots </li></ul><ul><li>Be willing to experiment </li></ul><ul><li>Learn and try again </li></ul>
  22. 25. And Learn From, Copy & Leapfrog Your Competitors
  23. 26. Starting Now…