Social Media In Pharma-Case Study Of Medical Science Liaison World

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Using social media and new online technologies to manage Medical Science Liaison careers

How we used Social Media to help launch the MSL WORLD company

How Social Media helps to establish a connection between Medical Science Liaison\'s and MSL World.com to build a global community

Why the power of social media is one of the sources of Medical Science Liaison World\'s continued success

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Social Media In Pharma-Case Study Of Medical Science Liaison World

  1. 1. Case Study: How to Successfully Utilize Social Media to Connect a Global Community within Pharma Pharma IQ-Social Media in Pharma conference August 4 th , 2011 By Dr. Samuel Dyer CEO & Founder of MSL WORLD www.mslworld.com @MSLWORLD
  2. 2. What is a Medical Science Liaison? <ul><li>The MSL is a therapeutic specialist (i.e. Oncology, Cardiology, CNS) within pharmaceutical, biotechnology, medical device, and CRO companies who have advanced scientific training and generally &quot;terminal D&quot; degrees in the life sciences (Ph.D., PharmD., M.D.).  It's important to note that MSL's are not sales reps and their function is very different.   </li></ul><ul><li>Additional resources to learn more about </li></ul><ul><li>the MSL role: </li></ul><ul><li>http://en.wikipedia.org/wiki/Medical_science_liaison </li></ul><ul><li>www.MSLWORLD.com </li></ul>
  3. 3. Who Are We? MSL WORLD is the industry ’s first and only comprehensive career management site 100% dedicated, focused and built to serve the Medical Science Liaison Career The website has numerous features and FREE resources for MSL candidates including articles specific to the MSL role, a blog, a global job board for only MSL roles, Career advice articles, videos, a mobile version, and the first iPhone App for the MSL role, that MSLs can search for global roles http://itunes.apple.com/us/app/msl-world/id441451451?mt=8&ls=1/
  4. 4. Using Social Media And New Online Technologies To Manage Medical Science Liaison Careers
  5. 5. Building A Company With Social Media
  6. 6. How We Started? <ul><li>Combined the best features of the most successful job board websites to create a sophisticated niche career software and website : </li></ul><ul><ul><li>Monster </li></ul></ul><ul><ul><li>CareerBuilder </li></ul></ul><ul><ul><li>Indeed </li></ul></ul><ul><ul><li>Simply Hired </li></ul></ul><ul><ul><li>Medzilla </li></ul></ul><ul><ul><li>Seek (Australia) </li></ul></ul><ul><ul><li>Pharmiweb (Europe) </li></ul></ul>
  7. 7. <ul><ul><li>We wanted to connect the MSL community and we started this by creating a Facebook Fan-Page, LinkedIn group, YouTube Channel and Twitter Account that are all interconnected to bridge the communication gaps </li></ul></ul><ul><li>Integrated a blog and a video platform into our website making it easier for MSL professionals to learn about the latest developments in the pharma industry: </li></ul><ul><ul><li>Videos from our YouTube channel can be viewed directly on our homepage </li></ul></ul><ul><ul><li>Latest blog, articles, and news are displayed on our homepage </li></ul></ul>How We Added Value?
  8. 8. <ul><li>Launched the first ever iPhone app dedicated to the MSL role so MSL ’s could search for jobs and manage their careers globally, on the go, and it’s all free </li></ul><ul><li>Created a mobile version for our website as well to fit on every mobile screen </li></ul>How We Innovated
  9. 9. How We Used Social Media To Help Launch The Company
  10. 10. <ul><li>Using my professional global network on LinkedIn of over 1000 connections within the MSL community, built over 11 years of working in pharma, we set a strategy to send each and every one of my contacts an email through LinkedIn introducing our company </li></ul><ul><li>Included in the email direct links to the website </li></ul><ul><li>Asked for feedback </li></ul>Using LinkedIn
  11. 11. <ul><li>Sent another 1000 invitations to my LinkedIn contacts to join our newly created LinkedIn Group – Medical Science Liaison World Group </li></ul><ul><li>Interconnected the LinkedIn group with our other social media pages </li></ul><ul><li>Every time an article or discussion is posted on the LinkedIn group, it is automatically propagated on our other social media pages like Facebook, Twitter, LinkedIn , YouTube and vice versa. </li></ul>Join The Group
  12. 12. <ul><li>Announced the launch of our company through various social media channels: </li></ul><ul><ul><li>Bio Career Blogs </li></ul></ul><ul><ul><li>Multiple Press Release created </li></ul></ul><ul><ul><li>Educational Institutions Blogs </li></ul></ul><ul><ul><li>Other pharma related LinkedIn groups </li></ul></ul><ul><li>Increased interactions and visibility through: </li></ul><ul><ul><li>Daily or weekly posts and content sharing </li></ul></ul><ul><ul><li>Reposting and retweeting content </li></ul></ul>Multimedia Announcements
  13. 13. <ul><li>MSL WORLD Social Media Posts </li></ul><ul><ul><li>New job listings </li></ul></ul><ul><ul><li>Career articles </li></ul></ul><ul><ul><li>Industry news </li></ul></ul><ul><ul><li>Testimonials </li></ul></ul><ul><li>Posting Contributors </li></ul><ul><ul><li>MSL WORLD staff </li></ul></ul><ul><ul><li>Employers </li></ul></ul><ul><ul><li>Recruiters </li></ul></ul><ul><ul><li>MSL Professionals </li></ul></ul>Posts/Tweets/FB Updates
  14. 14. How Social Media Helps To Establish A Connection Between MSL’s and MSL WORLD To Build A Global Community
  15. 15. <ul><li>Through our social media channels MSL ’s globally can: </li></ul><ul><ul><li>Learn about new job opportunities on the go </li></ul></ul><ul><ul><li>Reach out for career advice for free, ALWAYS </li></ul></ul><ul><ul><li>Discuss trends and topics about the industry actively </li></ul></ul><ul><ul><li>Manage and advance their career through the power of networking </li></ul></ul><ul><li>Through our social media channels employers/HR can: </li></ul><ul><ul><li>Search and connect with qualified MSL professionals seeking a new role </li></ul></ul><ul><ul><li>Announce vacancies for MSL roles </li></ul></ul><ul><ul><li>Maintain a presence in the Medical Science Liaison community </li></ul></ul><ul><ul><li>Learn about industry events </li></ul></ul>Medical Science Liaisons United
  16. 16. <ul><li>MSL WORLD combines the most sophisticated technology with integrated communications to connect Medical Science Liaisons around the world </li></ul>Our Community
  17. 17. Why The Power Of Social Media Is One Of The Sources Of Our Continued Success
  18. 18. <ul><li>Built relationships with 270 new customers from previous month-a 45% increase. Traffic increase of over 700% in first quarter. Statistical report indicates successful global penetration. </li></ul><ul><li>Created sales letter and sent to 1,200 global MSL professionals (managers, HR, recruiters) and received a 25% increase of online registrations as a result </li></ul><ul><li>Increased the number of companies and recruiters by 43% within 2 months and sales (online job postings) by 30% from previous month </li></ul><ul><li>Have increased the number of registered users through extensive phone marketing campaign, use of social media, and direct marketing resulting in a 70% increase in registered candidates within 2 months </li></ul><ul><li>Increased the number of registered users through extensive phone marketing campaign, use of social media, and direct marketing resulting in a 70% increase in registered candidates within 2 months </li></ul><ul><li>Initiated various promotion campaigns involving social media and press release announcements that have been featured in large media companies including PC Magazine.com </li></ul>Benchmark for Success: Metrics
  19. 19. <ul><li>&quot;A specific online resource to serve the MSL community has been well overdue - in spite of a sharply increasing interest and investment in the role of the MSL there hasn’t been any kind of dedicated site for the MSL community until now.  </li></ul><ul><li>Not only does the site offer an excellent recruitment resource for employers or job seekers it also has very pertinent and useful articles pertaining to the discipline. </li></ul><ul><li>I’m sure that MSLWORLD will become the leading portal for the area and I’m genuinely excited to see the site up and running.” </li></ul><ul><li>&quot; MSL World has great potential to be a one stop shop for all things MSL related. It's a must have &quot;bookmark favorites&quot; website for anyone looking to hire, be hired or just catch up on the latest news related to the MSL role.” </li></ul><ul><li>&quot;MSL World is a wonderful tool for people wanting to learn more about working within the MSL community. As a resource for information, it is unparalleled. As a means to connect to other people in this business, it is fantastic! Watch for future communications on topics such as how to best deal with recruiters, how to differentiate yourself from other applicants and resume and interview mistakes (how not to make them)” </li></ul>What the MSL Community is saying about us
  20. 20. Benchmark for Success: Awareness
  21. 21. What’s Next?
  22. 22. Social Media Evolution There has been an explosion in the role and those looking to break into the role Research shows an average increase of 76 % of MSL team sizes since 2005 in top 10 pharma companies We will continue to invest in social media to further inter-connect the MSL community globally
  23. 23. THANK YOU Social Media Is Now and This Presentation Is Social Media

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