What’s Next for Pharma and Social Media?
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What’s Next for Pharma and Social Media? Presentation Transcript

  • 1. What’s Next for Pharma and Social Media?
    Serkan Erkovan
    LeadBusinessConsultantfor
    PrescriptionMedicine, ConsumerHealthCareandAnimalHealthSales & Marketing
    BoehringerIngelheimTurkey
    Aug 4th, 2011
    @serkovan
    http://www.serkanerkovan.com
    Social Media in Pharma Summit 2011
  • 2. The statements or opinions expressed in thispresentationare my own and do not necessarily represent those of BoehringerIngelheim.
    2
    Social Media in Pharma Summit 2011
  • 3. Mypresentationoutlinewould be…
    3
    Social Media in Pharma Summit 2011
  • 4. Today…
    Pharma 1.5
    4
    Social Media in Pharma Summit 2011
  • 5. Some brands don’t entirely get it.
    They’re on Facebook, but . . .
    They don’t allow users to comment on their content.
    They don’t allow users to share their content.
    They don’t allow users to “like” their content.
    Many of these brands are in the OTC pharmaceutical industry.
    They are afraid.
    StacyLukasavitz, 2010. http://j.mp/fg6MBp
    5
    Social Media in Pharma Summit 2011
  • 6. Comments & Likes…
    6
    Social Media in Pharma Summit 2011
  • 7. Pharma 3.0
    A newecosystem
    PhotoSourcehttp://rekslare.deviantart.com/art/Going-Bananas-182713386
    Tomorrow..
    7
    Social Media in Pharma Summit 2011
  • 8. http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0
    8
    Social Media in Pharma Summit 2011
  • 9. S
    http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0
    9
    Social Media in Pharma Summit 2011
  • 10. three core competencies to succeed:
    connecting information
    radical collaboration
    operating multiple business models
    “Five years from now, the CEO of a pharma company should be uncomfortable if the CIO is not present at a key strategy meeting.
    That’s how important IT needs to be for pharma strategy.”
    Werner Boeing, Roche
    10
    Social Media in Pharma Summit 2011
  • 11. How? Questionstothink…
    Do youholdeveryoneaccountable?
    Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail?
    Didyoupreparethepresentationthatwillsecurethefundingto start?
    Do youhave a corporatepolicy?
    Areyoupushingtheorganization?
    Didyouassume …?
    Didyouensurethatallpatientsaretargeted?
    AreyouconfidentthatHCP’swillstillpreferpersonalinteraction?
    Haveyoufocusedallyourefforts on the Internet?
    11
    Social Media in Pharma Summit 2011
  • 12. How? Questionstothink…
    Do youholdeveryoneaccountable?
    Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail?
    Didyoupreparethepresentationthatwillsecurethefundingto start?
    Do youhave a corporatepolicy?
    Areyoupushingtheorganization?
    Didyouassume …?
    Didyouensurethatallpatientsaretargeted?
    AreyouconfidentthatHCP’swillstillpreferpersonalinteraction?
    Haveyoufocusedallyourefforts on the Internet?
    12
    Social Media in Pharma Summit 2011
  • 13. “Socialmediaisn't a boxto be tickedor a departmentto be mannedoreven a campaignto be launched... Youknowthatsocial-mediadepartmentyoujustbuilt? Goanddismantle it rightnow, becausethisstuff is tooimportantto be lefttotheexperts.”1
    “WhileI'm not suggestingthatallcompaniesgivethesocial-mediateamitsownorganizationalfunction, it'sclearthatbrandleadershaven'tfullyexaminedstructuralchangesthatneedto be made.”2
    “I seetheSocialMediaAdministrator not as someonewhodevelopscontentandparticipates in discussions on socialmedia (althoughtheycouldcertainlyhave a businessrelatedpersonalblogortwitterstream). This is not theseniorleadership role forsocialmedia in an organization but ratherthecoordinationpointforcompanyactivities.”3
    1. Bloom, J. (2009) “Dedicated Social-Media Silos? That's the Last Thing We Need”, Advertising Age, http://j.mp/3V48L, accessed Sep 13, 2009.
    2. Perry, C. (2009) “Why Social Media Isn't Living Up to the Hype (Yet)”, Advertising Age, http://j.mp/xSfFg, accessed Sep 13, 2009.
    3. Scott, D. M. (2009) “Is it time for companies to hire a Social Media Administrator?”, http://j.mp/z7OKh, accessed Sep 13, 2009.
    13
    Social Media in Pharma Summit 2011
  • 14. Digital Savvy Coordinator
    3 capabilitiesthat differthemfromtraditionalbrandmanagers:
    Integrativethinking: Socialtech + brandcomm
    Leancollaborationskills: Start withfewresources , “They must therefore rely on persuasivenessand charm to beg, borrow, or otherwiseco-opt people from across the organizationand get them to work together on initiatives”
    Highspeed: Sometimesdailycyclestoscan & react
    Spenner, P. (2010) Why You Need a New- Media “Ringmaster”, Harvard BusinessReview
    Artwork: Alex MacLean, Universal Studios Pedestrian Paths and Walkways II, 1999, photograph, Orlando, FL
    14
    Social Media in Pharma Summit 2011
  • 15. Identifytheresponsibles:
    http://www.twitter.com/boehringertr
    15
    Social Media in Pharma Summit 2011
  • 16. How? Questionstothink…
    Do youholdeveryoneaccountable?
    Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail?
    Didyoupreparethepresentationthatwillsecurethefundingto start?
    Do youhave a corporatepolicy?
    Areyoupushingtheorganization?
    Didyouassume …?
    Didyouensurethatallpatientsaretargeted?
    AreyouconfidentthatHCP’swillstillpreferpersonalinteraction?
    Haveyoufocusedallyourefforts on the Internet?
    16
    Social Media in Pharma Summit 2011
  • 17. StrategyFocus
    LANGUAGE
    CONTENT
    17
    PEOPLE
    Social Media in Pharma Summit 2011
  • 18. People: Wherearethey?
     Wherearepeople in socialmedia, where do theycreatecontentandwhere do theyspend time? 
    18
    Social Media in Pharma Summit 2011
  • 19. ContentStrategy
    ContentStrategydocumentshould be created. Frequency, timing, interactiontype, responsestoquestionsshould be prepared.
    Contentenrichmentshould be implementedandscheduledintocalendar.
    19
    Social Media in Pharma Summit 2011
  • 20. SocialMediaLanguage
    CommunicationLanguageshould be identified
    20
    Social Media in Pharma Summit 2011
  • 21. How? Questionstothink…
    Do youholdeveryoneaccountable?
    Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail?
    Didyoupreparethepresentationthatwillsecurethefundingto start?
    Do youhave a corporatepolicy?
    Areyoupushingtheorganization?
    Didyouassume …?
    Didyouensurethatallpatientsaretargeted?
    AreyouconfidentthatHCP’swillstillpreferpersonalinteraction?
    Haveyoufocusedallyourefforts on the Internet?
    21
    Social Media in Pharma Summit 2011
  • 22. Allocatefundingearly on
    22
    Social Media in Pharma Summit 2011
  • 23. How? Questionstothink…
    Do youholdeveryoneaccountable?
    Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail?
    Didyoupreparethepresentationthatwillsecurethefundingto start?
    Do youhave a corporatepolicy?
    Areyoupushingtheorganization?
    Didyouassume …?
    Didyouensurethatallpatientsaretargeted?
    AreyouconfidentthatHCP’swillstillpreferpersonalinteraction?
    Haveyoufocusedallyourefforts on the Internet?
    23
    Social Media in Pharma Summit 2011
  • 24. 24
    Social Media in Pharma Summit 2011
  • 25. Pharma in SocialMedia…
    • Sharing of clinicaltrials’ results
    • 26. PressReleases
    • 27. SocialResponsibilityProjects
    • 28. New ProductLaunches
    • 29. CrisisManagement
    • 30. Awards
    • 31. Q&A SessionsPatient / HCPs
    • 32. ConsumerLine Support
    • 33. HCP & PatientFeedback on products
    • 34. CompetitorActivities, competitiveinformation
    25
    Social Media in Pharma Summit 2011
  • 35. Association of Research-Based Pharmaceutical Companies (AİFD)
    AİFD is a member of IFPMA – International Federation of Pharmaceutical Manufacturers and Associations and EFPIA (European Federation of Pharmaceutical Industries and Associations).
    http://www.aifd.org.tr/en/anasayfa.aspx
    26
    Social Media in Pharma Summit 2011
  • 36. Digital Communications in the Pharmaceutical Sector, AİFD User Guide
    This Guide covers the following topics:
    Corporate Websites
    Websites Aimed at Patients and the General Public
    Websites Offering Product Information to Health-Care Professionals, or Promotional Websites
    Computerized or Web-Based Promotional Methods
    Social Media Guidance
    Information Sharing via Means of Electronic Communication
    FrequentlyAskedQuestions
    http://www.aifd.org.tr/en/Hakkimizda/internetkullanicirehberi.aspx
    27
    Social Media in Pharma Summit 2011
  • 37. How? Questionstothink…
    Do youholdeveryoneaccountable?
    Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail?
    Didyoupreparethepresentationthatwillsecurethefundingto start?
    Do youhave a corporatepolicy?
    Areyoupushingtheorganization?
    Didyouassume …?
    Didyouensurethatallpatientsaretargeted?
    AreyouconfidentthatHCP’swillstillpreferpersonalinteraction?
    Haveyoufocusedallyourefforts on the Internet?
    28
    Social Media in Pharma Summit 2011
  • 38. Pushtheorganizationforchange
    PhotoSource: http://fineartamerica.com/featured/2-steve-jobs-guillermo-contreras.html
    29
    Social Media in Pharma Summit 2011
  • 39. How? Questionstothink…
    Do youholdeveryoneaccountable?
    Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail?
    Didyoupreparethepresentationthatwillsecurethefundingto start?
    Do youhave a corporatepolicy?
    Areyoupushingtheorganization?
    Didyouassume …?
    Didyouensurethatallpatientsaretargeted?
    AreyouconfidentthatHCP’swillstillpreferpersonalinteraction?
    Haveyoufocusedallyourefforts on the Internet?
    30
    Social Media in Pharma Summit 2011
  • 40. 31
    Social Media in Pharma Summit 2011
  • 41. https://www.mediguard.org
    32
    Social Media in Pharma Summit 2011
  • 42. All Age Groups AreUsing Social Media
    • Participation has grown across all age segments
    • 43. 18-24 segment is leading in participation
    • 44. ~90% participate in some way
    • 45. ~75% join social networks
    • 46. 55+ segment engagement is increasing across all types of participation (e.g., creators, critics, spectators)
    • 47. Marketing to 45+ now viable through social media due to their increasing participation
    • 48. Only 28% of online adults 45-54 say they don’t use social media
    • 49. Only 38% of online adults 55+ say they don’t use social media
    Source: IMC2 Adaptation of 2008 Forrester Research
    33
    Social Media in Pharma Summit 2011
  • 50. How? Questionstothink…
    Do youholdeveryoneaccountable?
    Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail?
    Didyoupreparethepresentationthatwillsecurethefundingto start?
    Do youhave a corporatepolicy?
    Areyoupushingtheorganization?
    Didyouassume …?
    Didyouensurethatallpatientsaretargeted?
    AreyouconfidentthatHCP’swillstillpreferpersonalinteraction?
    Haveyoufocusedallyourefforts on the Internet?
    34
    Social Media in Pharma Summit 2011
  • 51. Level of Social Media Activity Depends on Condition
    *Health 2.0 percentages refer to the share of consumers either creating or consuming content on health blogs, message boards, chat rooms, health social networks and health communities, patient testimonials; Only for conditions where n>60
    Source: Manhattan Research, Cybercitizen Health® v2.0-9.0
    35
    Social Media in Pharma Summit 2011
  • 52. Of Those Online, Caregivers TendTo Be More Active in Social Media
    Source: Manhattan Research, Cybercitizen Health® v2.0-9.0
    36
    Social Media in Pharma Summit 2011
  • 53. How? Questionstothink…
    Do youholdeveryoneaccountable?
    Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail?
    Didyoupreparethepresentationthatwillsecurethefundingto start?
    Do youhave a corporatepolicy?
    Areyoupushingtheorganization?
    Didyouassume …?
    Didyouensurethatallpatientsaretargeted?
    AreyouconfidentthatHCP’swillstillpreferpersonalinteraction?
    Haveyoufocusedallyourefforts on the Internet?
    37
    Social Media in Pharma Summit 2011
  • 54. HCP Use of Online/Social Media Has Grown
    http://www.comscore.com/Press_Events/Press_Releases/2010/8/4_out_of_5_Physicians_Online_Visited_HCP_Sites
    (All statistics drawn from press releases, published white papers and other publicly available sources).
    38
    4 out of 5 U.S. Physicians Online Visited Health Care Professional Sites in Q1 2010
    Social Media in Pharma Summit 2011
  • 55. HCPs of theFuture:14,649 Likes in a MedicalStudents’ Page…
    Number of MedicalStudents in Turkey: 38.536 (2010)
    39
    Social Media in Pharma Summit 2011
  • 56. How? Questionstothink…
    Do youholdeveryoneaccountable?
    Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail?
    Didyoupreparethepresentationthatwillsecurethefundingto start?
    Do youhave a corporatepolicy?
    Areyoupushingtheorganization?
    Didyouassume …?
    Didyouensurethatallpatientsaretargeted?
    AreyouconfidentthatHCP’swillstillpreferpersonalinteraction?
    Haveyoufocusedallyourefforts on the Internet?
    40
    Social Media in Pharma Summit 2011
  • 57. Mobile Internet Usage, Estimation
    2010: 500 Million
    2011: 1.1 Billion
    2015: 3.8 Billion
    * Ericsson: http://news.accuracast.com/mobile-7471/1-billion-mobile-broadband-connections-in-2011
    41
    Social Media in Pharma Summit 2011
  • 58. iPhone Medical App SavedFilmmaker’s Life in HaitiEarthquake
    Apple iPhone or iPod touch can save lives, with the right app.
    42
    Newsandphoto: http://obamapacman.com/2010/01/iphone-medical-app-saved-filmmakers-life-in-haiti-earthquake/
    Social Media in Pharma Summit 2011
  • 59. Ex
    43
    Social Media in Pharma Summit 2011
  • 60. 44
    Google+ Features…. serkovan@gmail.com
    Social Media in Pharma Summit 2011
  • 61. mobile.boehringer-ingelheim.com
    45
    Social Media in Pharma Summit 2011
  • 62.
  • 63. takeaways
    Engagement: Identify – Understand - Act
    Pushup, down, left, right: “Change”
    Join!
    Like!
    Follow!
    Always Be Curious: “SEARCH”
    47
    Social Media in Pharma Summit 2011
  • 64. What’s Next for Pharma and Social Media?
    Serkan Erkovan
    LeadBusinessConsultantfor
    PrescriptionMedicine, ConsumerHealthCareandAnimalHealthSales & Marketing
    BoehringerIngelheimTurkey
    Aug 4th, 2011
    @serkovan
    http://www.serkanerkovan.com