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What’s Next for Pharma and Social Media?
 

What’s Next for Pharma and Social Media?

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My Presentation at Social Media in Pharma Summit 2011, thanks to www.slideshare.net/tanoren

My Presentation at Social Media in Pharma Summit 2011, thanks to www.slideshare.net/tanoren

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

    • 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
    • The statements or opinions expressed in thispresentationare my own and do not necessarily represent those of BoehringerIngelheim.
      2
      Social Media in Pharma Summit 2011
    • Mypresentationoutlinewould be…
      3
      Social Media in Pharma Summit 2011
    • Today…
      Pharma 1.5
      4
      Social Media in Pharma Summit 2011
    • 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
    • Comments & Likes…
      6
      Social Media in Pharma Summit 2011
    • Pharma 3.0
      A newecosystem
      PhotoSourcehttp://rekslare.deviantart.com/art/Going-Bananas-182713386
      Tomorrow..
      7
      Social Media in Pharma Summit 2011
    • http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0
      8
      Social Media in Pharma Summit 2011
    • S
      http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0
      9
      Social Media in Pharma Summit 2011
    • 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
    • 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
    • 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
    • “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
    • 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
    • Identifytheresponsibles:
      http://www.twitter.com/boehringertr
      15
      Social Media in Pharma Summit 2011
    • 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
    • StrategyFocus
      LANGUAGE
      CONTENT
      17
      PEOPLE
      Social Media in Pharma Summit 2011
    • People: Wherearethey?
       Wherearepeople in socialmedia, where do theycreatecontentandwhere do theyspend time? 
      18
      Social Media in Pharma Summit 2011
    • ContentStrategy
      ContentStrategydocumentshould be created. Frequency, timing, interactiontype, responsestoquestionsshould be prepared.
      Contentenrichmentshould be implementedandscheduledintocalendar.
      19
      Social Media in Pharma Summit 2011
    • SocialMediaLanguage
      CommunicationLanguageshould be identified
      20
      Social Media in Pharma Summit 2011
    • 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
    • Allocatefundingearly on
      22
      Social Media in Pharma Summit 2011
    • 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
      Social Media in Pharma Summit 2011
    • Pharma in SocialMedia…
      • Sharing of clinicaltrials’ results
      • PressReleases
      • SocialResponsibilityProjects
      • New ProductLaunches
      • CrisisManagement
      • Awards
      • Q&A SessionsPatient / HCPs
      • ConsumerLine Support
      • HCP & PatientFeedback on products
      • CompetitorActivities, competitiveinformation
      25
      Social Media in Pharma Summit 2011
    • 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
    • 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
    • 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
    • Pushtheorganizationforchange
      PhotoSource: http://fineartamerica.com/featured/2-steve-jobs-guillermo-contreras.html
      29
      Social Media in Pharma Summit 2011
    • 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
    • 31
      Social Media in Pharma Summit 2011
    • https://www.mediguard.org
      32
      Social Media in Pharma Summit 2011
    • All Age Groups AreUsing Social Media
      • 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
      • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Ex
      43
      Social Media in Pharma Summit 2011
    • 44
      Google+ Features…. serkovan@gmail.com
      Social Media in Pharma Summit 2011
    • mobile.boehringer-ingelheim.com
      45
      Social Media in Pharma Summit 2011
    • takeaways
      Engagement: Identify – Understand - Act
      Pushup, down, left, right: “Change”
      Join!
      Like!
      Follow!
      Always Be Curious: “SEARCH”
      47
      Social Media in Pharma Summit 2011
    • What’s Next for Pharma and Social Media?
      Serkan Erkovan
      LeadBusinessConsultantfor
      PrescriptionMedicine, ConsumerHealthCareandAnimalHealthSales & Marketing
      BoehringerIngelheimTurkey
      Aug 4th, 2011
      @serkovan
      http://www.serkanerkovan.com