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Saatchi Wellness at the ARF Industry Leader Forum
 

Saatchi Wellness at the ARF Industry Leader Forum

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Johanna Skilling shared some of the challenges that Saatchi & Saatchi Wellness has faced and overcome while listening in the context of a regulated area like the pharmaceutical industry. From the ...

Johanna Skilling shared some of the challenges that Saatchi & Saatchi Wellness has faced and overcome while listening in the context of a regulated area like the pharmaceutical industry. From the "2010 ARF Industry Leader Forum," held in San Francisco, January 28, 2010

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    Saatchi Wellness at the ARF Industry Leader Forum Saatchi Wellness at the ARF Industry Leader Forum Presentation Transcript

    • First, Let’s Stop Calling It Social MEDIA How Pharmaceutical Companies Can Join the Digital Conversation January 28, 2010 Johanna Skilling EVP, Director of Strategic Planning
    • Why does Saatchi Wellness know social? Full service brand-steward agency Understands and designs business-building consumer experiences Delivers best in class campaigns across all relevant media A leader in defining the digital experience for health & wellness companies
    • So why shouldn’t we call it social “media” ?
    • Because “media” makes us think “campaign”
    • When we should be thinking “encounter”
    • It makes us think “social” equals “selling”
    • When it’s about joining
    • Yes, there are obstacles
    • Yes, there are obstacles Fair Balance for Risk & Benefit information
    • Yes, there are obstacles Fair Balance for Risk & Benefit information No Off-Label Promotion • Even in third party forums Burden of reporting “Qualifying” Adverse Events
    • Yes, there are obstacles Fair Balance for Risk & Benefit information No Off-Label Promotion • Even in third party forums Burden of reporting “Qualifying” Adverse Events Lack of clarity on responsibilities, guidelines for “new media”
    • But consumers want you there! Oversight and corrections on potentially harmful misinformation Updates on products and services Accurate information about drugs or devices Answers to frequently asked questions Add valuable professional expertise to conversations Source: Three Things I Learned at the FDA Hearings and Three I Wish I Had, Jonathan Richman, Dose of Digital
    • The FDA gets it Source: Three Things I Learned at the FDA Hearings and Three I Wish I Had, Jonathan Richman, Dose of Digital
    • Still - is it social if people can’t talk back? adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events
    • se events eve adverse Still - is it social if people can’t talk back? se events eve adverse se events eve adverse se events eve adverse
    • Ratio of HC posts to AEs reported, per day Source: Nielsen BuzzMetrics
    • Ratio of HC posts to AEs reported, per day 1/500 = 0.2% Source: Nielsen BuzzMetrics
    • Ratio of HC posts to AEs reported, per day 1/500 = 0.2% < 200 per day Source: Nielsen BuzzMetrics
    • So in this brave new world…
    • So in this brave new world… Maybe you could pick up the phone?
    • That said…
    • How are pharma companies facing & embracing the social challenge?
    • How are pharma companies facing & embracing the social challenge?
    • "There's a huge amount of stress in marketing departments -- 'Are we missing the hot new thing?’ That stress causes companies to panic about social media and not invest their time wisely." Andy Sernovitz, author, Word of Mouth Marketing Source: INC. Magazine
    • Like This:
    • Like This: 1. Scoping out the environment
    • Like This: 1. Scoping out the environment 2. Offering something personal
    • Like This: 1. Scoping out the environment 2. Offering something personal 3. Joining the conversation
    • Like This: 1. Scoping out the environment 2. Offering something personal 3. Joining the conversation 4. Being helpful
    • Like This: 1. Scoping out the environment 2. Offering something personal 3. Joining the conversation 4. Being helpful 5. Showing they belong
    • Like This: 1. Scoping out the environment 2. Offering something personal 3. Joining the conversation 4. Being helpful 5. Showing they belong 6. Guiding the interaction
    • 1. Scope out the environment
    • “In some cases, pharma has been afraid of listening. In others, forward thinking companies understand that these conversations are taking place whether we listen to them or not.” Paul Dyer Source: http://blog.pharmexec.com/2009/12/10/one-to-watch-qa-with-paul-dyaer/
    • Quick wins / things to listen for
    • Quick wins / things to listen for • Competitive intelligence
    • Quick wins / things to listen for • Competitive intelligence • Stakeholder commentary on your brand
    • Quick wins / things to listen for • Competitive intelligence • Stakeholder commentary on your brand • Stakeholder response to FDA/FTC and other governmental decisions/ hearings
    • Quick wins / things to listen for • Competitive intelligence • Stakeholder commentary on your brand • Stakeholder response to FDA/FTC and other governmental decisions/ hearings • Market trends
    • Quick wins / things to listen for • Competitive intelligence • Stakeholder commentary on your brand • Stakeholder response to FDA/FTC and other governmental decisions/ hearings • Market trends • News related to your brand
    • 2. Offer something personal
    • Jeff Kindler: How we’re regaining trust
    • Ron Cohen: How we do research
    • Pundits also see a big opportunity in… Source: http://pharma2blog.com/2009/07/30/the-c-tweet-10-dos-and-donts-for-ceos-on-twitter/
    • Pundits also see a big opportunity in… Source: http://pharma2blog.com/2009/07/30/the-c-tweet-10-dos-and-donts-for-ceos-on-twitter/
    • ot a N m P har
    • 3. Join the conversation
    • With something special for everyone
    • With something special for everyone Consumers
    • With something special for everyone Consumers HCPs
    • With something special for everyone Consumers HCPs Investors
    • With something special for everyone Consumers HCPs Investors Salesforce
    • With something special for everyone Consumers HCPs Investors Salesforce Employees …
    • “Manhattan Research reported in 2009 that 60 percent of doctors use, or are interested in, Web 2.0 social applications. The same study found that physicians who reported using social media prescribed 24 more medications each week compared to physicians not using it.” Michael Maher, Greater Than One Source: Jun 1, 2009, Pharmaceutical Executive
    • Ph Not arm a
    • 4. Be helpful
    • 43
    • I Walk Because Touched People In 40 States And 10 Countries
    • I Walk Because Touched People In 40 States And 10 Countries And created a database for e-CRM
    • 5. Show that you belong
    • “As your mother would say, be polite when you’re visiting someone else’s place” Bill Drummy, Heartbeat Digital Source: PharmaExec Blog
    • 6. Guide the interaction
    • “You can create a rich experience, even if you have to put up some guardrails.” William Martino, SSW
    • Our 6 Strategies for getting social
    • Our 6 Strategies for getting social 1. Scope out the environment
    • Our 6 Strategies for getting social 1. Scope out the environment 2. Offer something personal
    • Our 6 Strategies for getting social 1. Scope out the environment 2. Offer something personal 3. Join the conversation
    • Our 6 Strategies for getting social 1. Scope out the environment 2. Offer something personal 3. Join the conversation 4. Be helpful
    • Our 6 Strategies for getting social 1. Scope out the environment 2. Offer something personal 3. Join the conversation 4. Be helpful 5. Show that you belong
    • Our 6 Strategies for getting social 1. Scope out the environment 2. Offer something personal 3. Join the conversation 4. Be helpful 5. Show that you belong 6. Guide the interaction
    • As another non-pharma brand says …
    • As another non-pharma brand says …
    • As another non-pharma brand says … Identify quick wins
    • As another non-pharma brand says … Identify quick wins Put a premium to ROL - Return on Learning
    • As another non-pharma brand says … Identify quick wins Put a premium to ROL - Return on Learning Find pilot opportunities • Internally • Adding social components to an existing site
    • THANK YOU!
    • Follow us! On facebook.com: saatchiwellness On twitter.com: @saatchiwellness Online at www.saatchiwellness.com