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What’s Next for Pharma and Social Media?<br />Serkan Erkovan<br />LeadBusinessConsultantfor<br />PrescriptionMedicine, Con...
The statements or opinions expressed in thispresentationare my own and do not necessarily represent those of BoehringerIng...
Mypresentationoutlinewould be…<br />3<br />Social Media in Pharma Summit 2011<br />
Today…<br />Pharma 1.5<br />4<br />Social Media in Pharma Summit 2011<br />
Some brands don’t entirely get it.<br />They’re on Facebook, but . . .<br />They don’t allow users to comment on their con...
Comments & Likes…<br />6<br />Social Media in Pharma Summit 2011<br />
Pharma 3.0<br />A newecosystem<br />PhotoSourcehttp://rekslare.deviantart.com/art/Going-Bananas-182713386<br />Tomorrow..<...
http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0<br />8<br />Social Media in Pharma Summit 2...
S<br />http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0<br />9<br />Social Media in Pharma S...
three core competencies to succeed: <br />connecting information<br />radical collaboration<br />operating multiple busine...
How? Questionstothink…<br />Do youholdeveryoneaccountable?<br />Haveyouthoughtstrategically (ie. big) andmade sure thatyou...
How? Questionstothink…<br />Do youholdeveryoneaccountable?<br />Haveyouthoughtstrategically (ie. big) andmade sure thatyou...
“Socialmediaisn't a boxto be tickedor a departmentto be mannedoreven a campaignto be launched... Youknowthatsocial-mediade...
Digital Savvy Coordinator<br />3 capabilitiesthat differthemfromtraditionalbrandmanagers:<br />Integrativethinking: Social...
Identifytheresponsibles:<br />http://www.twitter.com/boehringertr<br />15<br />Social Media in Pharma Summit 2011<br />
How? Questionstothink…<br />Do youholdeveryoneaccountable?<br />Haveyouthoughtstrategically (ie. big) andmade sure thatyou...
StrategyFocus<br />LANGUAGE<br />CONTENT<br />17<br />PEOPLE<br />Social Media in Pharma Summit 2011<br />
People: Wherearethey?<br /> Wherearepeople in socialmedia, where do theycreatecontentandwhere do theyspend time? <br />18<...
ContentStrategy<br />ContentStrategydocumentshould be created. Frequency, timing, interactiontype, responsestoquestionssho...
SocialMediaLanguage<br />CommunicationLanguageshould be identified<br />20<br />Social Media in Pharma Summit 2011<br />
How? Questionstothink…<br />Do youholdeveryoneaccountable?<br />Haveyouthoughtstrategically (ie. big) andmade sure thatyou...
Allocatefundingearly on<br />22<br />Social Media in Pharma Summit 2011<br />
How? Questionstothink…<br />Do youholdeveryoneaccountable?<br />Haveyouthoughtstrategically (ie. big) andmade sure thatyou...
24<br />Social Media in Pharma Summit 2011<br />
Pharma in SocialMedia…<br /><ul><li>Sharing of clinicaltrials’ results
PressReleases
SocialResponsibilityProjects
New ProductLaunches
CrisisManagement
Awards
Q&A SessionsPatient / HCPs
ConsumerLine Support
HCP & PatientFeedback on products
CompetitorActivities, competitiveinformation</li></ul>25<br />Social Media in Pharma Summit 2011<br />
Association of Research-Based Pharmaceutical Companies (AİFD)<br />AİFD is a member of IFPMA – International Federation of...
Digital Communications in the Pharmaceutical Sector, AİFD User Guide<br />This Guide covers the following topics: <br />Co...
How? Questionstothink…<br />Do youholdeveryoneaccountable?<br />Haveyouthoughtstrategically (ie. big) andmade sure thatyou...
Pushtheorganizationforchange<br />PhotoSource:  http://fineartamerica.com/featured/2-steve-jobs-guillermo-contreras.html<b...
How? Questionstothink…<br />Do youholdeveryoneaccountable?<br />Haveyouthoughtstrategically (ie. big) andmade sure thatyou...
31<br />Social Media in Pharma Summit 2011<br />
https://www.mediguard.org<br />32<br />Social Media in Pharma Summit 2011<br />
All Age Groups AreUsing Social Media<br /><ul><li>Participation has grown across all age segments
18-24 segment is leading in participation
~90% participate in some way
~75% join social networks
55+ segment engagement is increasing across all types of participation (e.g., creators, critics, spectators)
Marketing to 45+ now viable through social media due to their increasing participation
Only 28% of online adults 45-54 say they don’t use social media
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What’s Next for Pharma and Social Media?

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