Social Media Presentation - 2012 ePharma Summit

+ The pharma conundrum Mike Myers @mikermyers www.palio.com www.pharmapps.com

+ It all works because of connectivity

+ “We don’t have a choice on whether we do social media, the question is how well we do it”- Erik Qualman

+ E-reader Installed Base 35 12% 30 25 8.7% 20 15 5.4% 10 1.9% 5 0 2009 2010 2011 2012 E-reader Installed BaseSource: eMarketer, 2011

+ The law of diffusion of innovation

+ Be aware, not afraid The #1 objection to social media among healthcare companies Adverse Event Reporting!

+ Be aware, not afraid The Myth If given the opportunity, patients will post “adverse events” that need to be reported to the FDA

+ Be aware, not afraid The Reality 1 in 500 posts actually contains all the information required for an adverse event report

+ The big 3

+ “Bad artists imitate, good artists steal.” - Pablo Picasso

+  Shirley Ledlie, a cancer survivor, comments on their site about her permanent hair loss post using Taxotere  Patient returns to site and finds her post(s) deleted  Shirley goes “ballistic” in the social media space  Sanofi-Aventis pulls down the ability to comment on their site

+ Monitor and get involved  Be aware of what people are saying about your brand  Look outside pharma and healthcare to see what is possible

+ Monitor and get involved One tweet starts a firestorm

+ Monitor and get involved And one very public apology

+ Monitor and get Involved 7,000 One One One One more productblogger tweet weekend tweets fiasco

+ Pfizer Facebook campaign • Blog post complained it was offensive to women • Pfizer had been deleting critical comments on its Facebook page • Snowball effect ensued • Ad removed – apology issued • Lesson learned?

“The ROI of social media is your+ business will still exist in 5 years…” - Eric Qualman

+ “Bad artists imitate, good artists steal.” - Pablo Picasso

+ Thanks. Presentation is available at: www.slideshare.net/paliosaratoga mmyers@palio.com #mikermyers

Social Media Presentation - 2012 ePharma Summit

by Palio on Feb 07, 2012

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Social Media Presentation - 2012 ePharma Summit — Presentation Transcript