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Overcoming Our Social Challenges - Getting Started with Social Media in Biotech/Pharma
 

Overcoming Our Social Challenges - Getting Started with Social Media in Biotech/Pharma

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Slides by Shwen Gwee, presented at the Boston Biotech Meetup at MassBio on OCT 27th, 2009.

Slides by Shwen Gwee, presented at the Boston Biotech Meetup at MassBio on OCT 27th, 2009.

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  • I am trying to listen into the cancer community. Any suggestions where/how I can find them? Looked through all of your presentations -- very provocative. Also neat to see the evolution, refinement over time.
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  • Erin,

    Thanks for your nice comment and glad you found it useful.
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  • Andrew & Bart: Thanks so much for your kind words about the presentation. Glad that you're getting much use for it on the on the other side of the Atlantic :-)
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  • Another cracking presentation. Thank you for the hard work you continue to put in to distilling and refining these ideas. There is a sense of real work being done here, and problems being resolved.
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  • Great work Shwen!
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    Overcoming Our Social Challenges - Getting Started with Social Media in Biotech/Pharma Overcoming Our Social Challenges - Getting Started with Social Media in Biotech/Pharma Presentation Transcript

    • Overcoming Our Social Challenges Shwen Gwee Lead, New Media Communications Vertex Pharmaceuticals Boston Biotech Meetup OCT 27th, 2009
    • Disclaimer • The opinions and ideas expressed in this presentation are strictly my own and may not be screened by my employer. • Everything mentioned or presented is strictly my personal opinion and does not necessarily represent the views of Vertex Pharmaceuticals. ! Image by: Monkey Works Illustration
    • What is Social Media? 4
    • Social Media is… • Online content created by people using highly accessible and scalable publishing technologies. • A shift in how people discover, read and share news, information and content. • A fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Source: Wikipedia, July 26, 2009 5
    • Social Media is… • Online content created by people using highly accessible and scalable publishing technologies. • A shift in how people discover, read and share news, information and content. • A fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Source: Wikipedia, July 26, 2009 6
    • A.K.A. “Groundswell”… • A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations Source: Charlene Li, Co-Author of Groundswell, 2008 7
    • A Move Away from Traditional Broadcasting Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), July 2009 8
    • We Tend To Start Here… Source: Brian Solis, PR 2.0 Blog (Conversation Prism: http://www.briansolis.com/2008/08/introducing-conversation-prism), August 2008
    • But It’s Not Just A Technological Evolution… evolution …or is it? Adapted from: Ashleigh Brilliant (http://www.ashleighbrilliant.com) 10
    • It’s Also A Cultural Revolution 11
    • SHIFT Happens… 12
    • Shift Happens • A cultural shift from… FROM TO PUSH Broadcasts PULL Content Monologue Conversation Individual Consumption Group Participation Sales & Marketing Pitch Authenticity/Transparency Attracting Publicity Pursuing Interaction 13
    • Why You Need To (Give a) Shift Authentic Interaction Genuine Engagement Trust Influence 14
    • Models of Influence Are Changing Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), July 2009 15
    • Strategic Conventions Are Changing Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), July 2009 16
    • Relationships Are Changing Image by: d70focus on Flickr (http://www.flickr.com/photos/23905174@N00/2061329074), July 2009 17
    • So… Why Is This Important? 18
    • There is no simple or quick solution. But the way forward calls for all stakeholders – institutional and individual – to build trusting relationships, participate actively and assume responsibility – that is, engage. Edelman Health Engagement Barometer, OCT 2008
    • Trust and Authenticity Matter Trust is Most Important Factor in Health Engagement 71% Trust 67% 68% Authenticity 58% 61% Satisfactio n 53% 37% Lo ng -term co mmitment 30% 30% Perso nalized interactio n 26% 26% Shared p urp o se 19% 25% Co llab o ratio n 19% 16% Freq uent co ntact Health Info -entials 12% Ad ults Thinking about the engagement you want to have with companies and organization involved in health, which characteristics of that engagement are most important to you? Source: Edelman Health Engagement Barometer, December 2008
    • The Most Trusted Health Sources Are Relationship-Based People We Know Are People We Share With With which of the following do you typically share information or opinions about health issues? Source: Edelman Health Engagement Barometer, December 2008
    • Internet Is Most Turned to Resource for Health Info Resources Used to Gather Information on a Health Question/Concern Online 65% Health care professional 62% Family / Friends 39% Magazine(s) 21% Books 20% Print newspaper article(s) 17% Television 17% Radio 5% Other 3% 0% 10% 20% 30% 40% 50% 60% 70% In the past 12 months, what resources have you used to obtain information on a health-related question or concern? Please select all that apply. Base: All Qualified and Non-Qualified Respondents (n=8,200) Source: Google Health Study by Harris Interactive
    • Consumers More Satisfied with Health Info from the Internet Source: Manhattan Research Cyber Citizen Health v7
    • Patients Are Taking Charge of Their Own Health
    • Even the CDC is Doing it…
    • But Most Importantly… Source: Bill Tancer, Time.com, http://www.time.com/time/business/article/0,8599,1678586,00.html, October 2007
    • So… How Do I Get Started? 27
    • 1. Listen and Learn • Subscribe to blogs and read regularly ­ Within Pharma/Healthcare: EyeOnFDA.com, Pharma Marketing Blog, Path of The Blue Eye Blog, IgniteBlog, JNJBTW, etc. ­ Outside Pharma/Healthcare: ChrisBrogan.com, Web- Strategist.com, Altimeter Group, Logic+Emotion Blog, etc. • Use (free) tools to monitor trends and corporate brand ­ Twitter, Google Alerts, Google Trends, Technorati, TechMeme, etc. • Read industry whitepapers and research studies, participate in webinars, read books... 28
    • 2. Join the Conversation  Become an Anthropologist • Rate, vote, or review content/products (e.g. Digg, etc.) • Comment on blogs, podcasts, videos, etc. • Join and learn culture/etiquette of social platforms ­ Twitter, LinkedIn, Facebook, Plaxo, YouTube, etc. ­ SocialPharmer.com, IAmBiotech.org • Attend “live” meetings/gatherings and conferences ­ Grassroots • PodCamp, MeetUps/TweetUps, Social Media Breakfast • SocialPharmer Unconference, HealthCamp, BIL:PIL, etc. ­ New/Social Media Industry • Web 2.0, BlogWorld, SXSW, 140Conf, TEDMED • Digital Pharma, ePatient Conference, Health 2.0, etc. 29
    • 3. Demonstrate, Educate, Facilitate • Educate your team… And educate key stakeholders - Try brown-bag lunches, KOL presentations, vendor demos, etc. - Demonstrate new platforms and have lots of Q&A • Become an internal social media evangelist and look for others with similar interests (“Birds of a Feather”) • Identify potential “champions” for future pilot programs and rollout advocates • Make sure upper management and execs hear about it and attend/support  Get buy-in! 30
    • 4. Stop Talking  Start Acting • Start small, start internally ­ Develop pilot experiments and grow stakeholder experience and comfort in using various platforms ­ Pilot programs = Proof of concept ­ e.g. Yammer, SocialCast, WordPress, etc. • Get legal, regulatory, execs, IT, etc. involved ­ Form working group or Social Media “Committee” • Work with internal stakeholders to develop corporate social media policy/guideline 31
    • 5. Put Someone Important In Charge • Preferably: ­ Director and above (higher is better) ­ Ideally, with experience or interest ­ Understands legal and regulatory framework • Should be housed within group that can influence and align strategy (e.g. commercial group) • Should be a significant or entire part of the person’s objectives (not a BTW experiment) • Should have access to appropriate resources, including executives and agencies
    • So… What About Legal/Reg Concerns? 33
    • The Big Three • Adverse Event Reporting • Off Label Discussions • Fair Balance Source: Melissa Davies (Nielsen), Listening to Consumers in a Highly Regulated Environment White Paper, August 2008
    • 1. Work with Legal, Regulatory, etc… • Develop a general Social Media Guideline Or just start with a one guideline for • Determine an SOP for each platform single platform • Develop an escalation/response process for each strategy Social Media Guideline/Framework Twitter Facebook YouTube SOP SOP SOP Blog MySpace LinkedIn SOP SOP SOP Source: David Meerman Scott, WebInkNow Blog, http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html, December 2008.
    • 2. Treat Social Media Like Traditional Media • Abide by FDA, OIG, SEC, PhRMA Guidelines, etc. • Don’t do anything you wouldn’t do normally (i.e. content) – How do you report AE’s now? – Is fair balance in the appropriate places for the platform used? • Consider the following categories when developing a Social Media Guideline/Policy INTERNAL EXTERNAL Internal Corporate External Corporate CORPORATE Communications Communications Internal Enterprise External Employee EMPLOYEE Collaboration Engagement • Build on existing company “Code of Ethics” and/or “Internet and Email Policy”
    • Resources for Employee Engagement Policies • IBM Social Computing Guidelines ­ http://www.ibm.com/blogs/zz/en/guidelines.html • BestBuy (Social Media) Participation Guidelines ­ http://bbyconnect.appspot.com/participation_guidelines • Intel Social Media Guidelines ­ http://www.intel.com/sites/sitewide/en_US/social-media.htm • Comprehensive List: SocialMediaGovernance.com ­ http://socialmediagovernance.com/policies.php
    • 3. Be Willing to Compromise and Adapt 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 Marc Monseau (Editor, JNJBTW.com) Source: Marc Monseau, JNJBTW Blog http://jnjbtw.com/2008/10/healthcare-companies-and-the-social-web, October 2008
    • 4. Set Expectations Explicitly (For Your Audience) • Establish “rules of engagement” so audience will know your intentions, limitations, and what to expect ­ e.g. JNJBTW.com and GSK’s More Than Medicine Policies – All comments will be reviewed before posting – Comments that don’t directly relate to the Company or to topics covered on this blog won’t be posted – Some comments may be forwarded … for follow- up as appropriate – We generally won’t post comments about products that are sold by the Johnson & Johnson operating companies – Johnson & Johnson and its operating companies work within highly regulated industries • Comments that pertain to ongoing legal matters or regulatory issues are unlikely to be posted – Further information about our policies…can be found in our Privacy and Legal Notice
    • 5. Evolve and Grow • Meet regularly and review responses and processes • Be prepared to update or develop new policies/guidelines based on what you learn and experience • Work to change mindset: “No, because…”  “Yes, if…” Source: Monte Lutz (Edelman), The Social Pulpit, http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit, February 2009
    • So… What Strategies Can We Use? 41
    • Example: AHT Group SM Strategy Framework Start Here Source: Advanced Human Technologies Group, http://ahtgroup.com/services/social-media-strategies, October 2009
    • The POST Process (from Groundswell) P People Assess your customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change T Technology Decide which social technologies to use Source: Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008
    • People: Ladder of Participation Publish a blog/Podcast Publish your own Web pages Creators 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 Critics Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Collectors Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Joiners Visit social networking sites Read blogs Watch video from other users Spectators Listen to podcasts Read online forums Read customer ratings/reviews Inactives None of the above Source: Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008
    • People: Social Technographics Profile http://www.forrester.com/Groundswell/profile_tool.html Source: Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008
    • People: Other Sources of Customer Data • Research data ­ Market research data (AAU, Media Habits, etc.) and segmentation studies ­ eHealth and ePharma research • Manhattan Research (consumer and HCP) ­ Social Media Research • Forrester, Pew/Internet American Life Project, Universal Mccann, Edelman Health Barometer, eMarketer, etc.
    • Sample Corporate Objectives Internal External • Knowledge management • Rapid dissemination/response tool • Rapid sharing & dissemination ­ I.e. Crisis management • Executive & senior leadership • Monitoring & awareness visibility ­ Corporate/Brand/Product/Disease • Training & development • Brand/Message “testing” • Internal alignment & collaboration ­ i.e. virtual “focus group” • Peer and social/informal learning • Market research & customer (especially for field teams) feedback • Social interaction/connection • Recruiting and HR • Corporate “kumbaya • Customer connections/advocacy • Groundswell through personalized and “humanized” channels
    • Social Media Objectives (from Groundswell) Objective Description Listen Monitor your customers’ conversations Engage Participate in 2-way conversations Energize Make it possible for customers to help you and each other Support Support customers and enable them to support each other Embrace Help customers work with each other to come up with ideas to improve products/services Source: Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008
    • Strategies: Key Considerations • Overall Strategy ­ Does this fit into the overall brand or corporate strategy/mission? ­ Knowing my audience, what value can I bring to them? • Resources ­ Who are the assigned resources for ensuring regular review and response to this initiative and for how long? ­ Do we have a SOP and response plan in place for this? • Metrics and Analytics ­ How do we measure and/or monitor the ongoing effect, overall impact, and success (ROI/ROO) for this program? ­ Who is responsible for the data/information that is generated from this initiative? Who else needs to see it? • Upgrades and Termination ­ Who is responsible for updates/upgrades to the project OR terminating project, if not updated.
    • Strategies: Social Participation by Disease States Misery Loves Company includes the people who benefit most from social applications. Lonely Fellow Sufferers includes those who could benefit but don’t share online. Connectors Who Don’t Care includes people who will connect but not about their problems. The Disconnected includes those unlikely to be social or seek fellow disease sufferers. Source: Josh Bernoff (Forrester Research Inc.), How To Create A Social Application For Life Sciences Without Getting Fired , April 2009
    • Strategies: Adapt to Corporate Risk Tolerance Source: Sarah Larcker (Digitas Health), Digitas Health Social Media POV, http://www.slideshare.net/slarcker/digitas-health-social-media-pov, October 2009
    • Strategies  Tactics Source: Sarah Larcker (Digitas Health), Digitas Health Social Media POV, http://www.slideshare.net/slarcker/digitas-health-social-media-pov, October 2009
    • Social Pharma 53
    • Social Pharma: Company Program(s) Merck Gardasil / HPV Johnson & Johnson ADHD Moms, ADHD Allies, Acuminder Novo Nordisk Young Voices in Diabetes Novartis Live Life Beautiful, On-The-Go Women (Reclast), Novartis Clinical Trials Bayer Healthcare Strong@Heart Abbott I Stand With Magic, Labs are Vital EMD Serono/Pfizer MS Champions Schering Plough Don’t Blow It game (Nasonex) Shire Virtual Walk application (in partnership with Crohn’s and Colitis Foundation of America) Allergan Fan Pages for: Latisse, Lap-Band Comprehensive List: Dose of Digital Blog – http://bit.ly/DODwiki
    • ADHD Moms Facebook Page
    • Social Pharma: Corporate Channel Abbott, AstraZeneca, Bayer, Boehringer Ingelheim, GSK, Johnson & Johnson, Novartis, Sanofi Pasteur Company Program(s) Astra Zeneca - My Asthma Story: Symbicort focused patient stories (UGC) Bayer Schering Pharma - In Bed Info - ED awareness Boehringer Ingelheim - Parkinson's Matters: Parkison’s Disease focused education - Stoke Prevention Channel: Stroke prevention focused education Genentech - Employee videos focused on recruitment J&J (Ethicon Endo-Surgery ) - Realize Band: Patients stories focused on Realize gastric band for weight loss Novartis - Flu Flix: Competition from 2007, 800k views for intro video alone - Excedrin express gels - UGC video contest - Novartis Clinical Trials Sanofi Aventis - Go Insulin - Type 2 diabetes focused patient stories Teva - TevaNeuroHealth: Parkison’s Disease focused education Comprehensive List: Dose of Digital Blog – http://bit.ly/DODwiki
    • Symbicort: My Asthma Story YouTube Channel
    • Social Pharma: Start of Twitter Activities Nov Dec Jan Feb Mar Apr May June July Aug Sep 2008 2009 @Boehringer @AstraZenecaUS @JNJComm @NovartisTrials @Amgen @SanofiPasteur @Pfizer_news @LlyOncOnCanvas @Novartis @Roche_com @GenentechNews @AstellasUS @GSKUS @SanofiAventisTV Types of Tweets PharmaCo’s Speedlinking / Auto-updates SanofiAventisTV News Updates / CorpComm Amgen, Genentech, Novartis, Pfizer, Sanofi Pasteur Engaging and Energizing* AZ, Boehringer, GSK, JNJ, Roche Promotional: Race with Insulin (Novo Nordisk) Specialized CT Recruitment: Novartis Trials Art Competition LlyOncOnCanvas (Lily USA) *Includes: ReTweeting, linking to other (non-company) resources, engaging in conversation, expressing gratitude, etc.
    • Race With Insulin Twitter Feed
    • Social Pharma Platform Companies Novo Nordisk “Voices of Diabetes” AstraZeneca Patient Merck Testimonials Novartis “CF Voices” Johnson & Johnson Valeant (Epilepsy) Centocor “MyInnerstate” Blogs Johnson and Johnson, GSK, Centocor (defunct) Widgets Cephalon, Novartis, EMD Serono, Genomic Health – GSK “MyAlli Circles” Social – Johnson & Johnson “Children With Diabetes” Networks – Novartis “CML Earth” – Novo Nordisk “Juvenation”
    • Juvenation: Social Network for Juvenile Diabetes
    • CML earth: Social Network for CML* *Chronic Myeloid Leukemia
    • Finally, 10 Things to think about while having drinks… 63
    • It’s NOT a magic pill or the holy grail 64
    • It will only serve to amplify Not rectify 65
    • It humanizes your corporate brand Act like a human 66
    • It’s a commitment Not a campaign 67
    • Your biggest investment will be Your time & resources 68
    • It does not replace face-to-face It enhances and supplements it! 69
    • Time to stop convincing Time to start compelling 70
    • Bring booze to the party Don’t be a mooch 71
    • Empower your audience And earn their trust 72
    • Set Expectations Xplicitly 73
    • We try never to forget that medicine is for the people. It is not for the profits. The profits follow, and if we have remembered that, they have never failed to appear. The better we have remembered it, the larger they have been. George W. Merck Address to the Medical College of Virginia, Richmond (1 Dec 1950)
    • ~ Thank You ~ www.SocialPharmer.com Twitter: @shwen Email: shwen@med20.com 75