The document discusses the potential for pharmaceutical companies to utilize social media. It outlines some of the main hurdles companies face, including regulatory concerns and lack of experience. It argues that social media is important because customers are increasingly consuming health information online. The document provides strategies for how companies can get started with social media, including listening, participating, experimenting and educating others within the company. It also discusses how to address regulatory issues and challenges in measuring return on investment from social media activities.

1. Can Pharma Make a Business Case for Social Media? Shwen Gwee Founder & Host Med 2.0 Blog and Podcast

4. #1 What is Social Media?

8. Models of Influence are Changing Image by armanz on Flickr: http://www.flickr.com/photos/7855449@N02/2828883082/in/set-72157606844282993/

9. #2 What are the Main Hurdles?

15. Image by karynsig on Flickr: http://www.flickr.com/photos/karynsig/752728221/ Image by wetwebwork on Flickr : http://www.flickr.com/photos/wetwebwork/2606928063/

16. #3 Why is it Important?

17. More Customers Consume Media Online Source: Manhattan Research Cyber Citizen Health v7

18. Consumers Shifting Online for Health Information

19. Consumers More Satisfied with Health Information from the Internet Source: Manhattan Research Cyber Citizen Health v7

20. Online Video Experiencing Significant Growth Source: Manhattan Research Cyber Citizen Health v7 In Millions

21. More Physicians Moving Online for Professional Resources

22. But Most Importantly…

23. #4 Where does it fit in? (And who should be in charge?)

24. Basic Objectives of Social Media Listen Engage/Embrace Energize Support OBJECTIVES Market Research Marketing/PR Sales/Marketing Customer Service ROLES

26. Social Media Strategy Throughout Lifecycle Source: http://www.web-strategist.com/blog/2007/09/12/web-strategy-advanced-applying-a-social-computing-strategy-to-the-entire-product-lifecycle/

28. #5 How do I get started?

32. Experiment and Participate

36. #6 What Strategies Should We Use?

37. Organic vs. Paid Search

38. Groundswell: Li and Bernoff

39. 4 Step Process for Getting Started P O S T People Assess your customers’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships with customers will change Technology Decide which social technologies to use

40. Ladder of Participation Creators Critics Collectors Joiners Spectators Inactives Publish a blog/Podcast Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “ Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above

43. Determine Your Objectives Help customers work with each other to come up with ideas to improve products/services Embrace Support customers and enable them to support each other Support Make it possible for customers to help you and each other Energize Participate in 2-way conversations Engage Monitor your customers’ conversations Listen Description Objective

47. Don’t Think Conventionally Image by armanz on Flickr: http://www.flickr.com/photos/7855449@N02/2936653440/in/set-72157606844282993/

49. Case Study: DigiRedo – Strategy

50. Case Study: DigiRedo – Strategy

52. Case Study: DigiRedo – Reactions

53. #7 How about regulatory concerns?

56. Example 1: JNJBTW.com

58. Example 2: Adderall XR YouTube Video

60. #8 What About ROI?

61. Can You Measure the Value Of… Image by Damien Roue on Flickr: http://www.flickr.com/photos/damienroue/2581992080/

62. Can You Measure the Value Of… Image by Mulad on Flickr: http://www.flickr.com/photos/mulad/143851399/

63. Can You Measure the Value Of… Image by b_d_solis on Flickr: http://www.flickr.com/photos/briansolis/2676945109/

64. Can You Measure the Value Of… Image by Duke Green on Flickr: http://flickr.com/photos/duke_geren/124379253/

66. But More Importantly… Are You Listening? Image by Orange Beard on Flickr: http://www.flickr.com/photos/metrojp/92038203/

67. Free “Listening” Tools Google Analytics AideRSS FeedBurner

68. Social Media Monitoring Services

69. Calculating ROI: GM Fastlane Blog Source: http://blogs.forrester.com/groundswell/2007/01/new_roi_of_blog.html $283,000 TOTAL COST (year one) $20,000 Review and redirection $150,000 Content production (incl. Exec time) $3,000 IT Support $50,000 Brand-monitoring service $25,000 Blogging platform Ongoing Costs (annual) $10,000 Training for blogging executive $25, 000 Planning and Development Costs Startup Costs

70. Calculating ROI: GM Fastlane Blog Source: http://blogs.forrester.com/groundswell/2007/01/new_roi_of_blog.html +$110,000 $393,000 TOTAL BENEFITS (year one) $40,000 Research Value: Customer insights - est. comments equivalent to 5 focus groups @ $8K each $69,000 Support Value: Support calls avoided - est. 50 daily calls @ $5.50 each $37,000 WOM Value: Refering posts on other blogs - est. 370 posts @ $100 each $240,000 PR Value; Press stories about/driven by blog - est. 24 stories @ $10K each $25, 000 Advertising Value (Visibility/traffic) - est. 7,500 daily page views @ $2.50 CPM Value Benefit Analysis (annual)

72. Marc Monseau Editor, JNJBTW.com OCT 2nd, 2008 And so what we have ended up doing in many cases is take some small steps to get more comfortable with getting involved. We are also making sure we have processes in place to handle adverse event reports and that we have responsible people involved who can respond quickly to questions. At the same time, [ these projects ] are giving us some great experience.

74. ~ Thank You ~ Shwen Gwee Founder & Host Med 2.0 Blog and Podcast Health Informatics and New Media Lead Vertex Pharmaceuticals EMAIL: shwen@med20.com TWITTER: @shwen BLOG: www.Med20.com PODCAST: www.Med20radio.com COMMUNITY: www.SocialPharmer.com Some Rights Reserved (2008) Shwen Gwee - http://creativecommons.org/licenses/by-sa/3.0/us -