0
Overcoming
Our Social Challenges


Shwen Gwee
Lead, New Media Communications
Vertex Pharmaceuticals




Boston Biotech Mee...
Disclaimer
•   The opinions and ideas expressed in this presentation are
    strictly my own and may not be screened by my...
What is Social Media?




                        4
Social Media is…
      • Online content created by people using highly accessible
        and scalable publishing technolo...
Social Media is…
      • Online content created by people using highly accessible
        and scalable publishing technolo...
A.K.A. “Groundswell”…




      • A social trend in which people use technologies to get the
        things they need from...
A Move Away from Traditional Broadcasting




Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.co...
We Tend To Start Here…




Source: Brian Solis, PR 2.0 Blog (Conversation Prism: http://www.briansolis.com/2008/08/introdu...
But It’s Not Just A Technological Evolution…



                                        evolution




                    ...
It’s Also A Cultural Revolution




                                  11
SHIFT Happens…




                 12
Shift Happens
• A cultural shift from…
               FROM                TO

        PUSH Broadcasts        PULL Content
...
Why You Need To (Give a) Shift

              Authentic Interaction


              Genuine Engagement


                 ...
Models of Influence Are Changing




Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), July ...
Strategic Conventions Are Changing




Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), Jul...
Relationships Are Changing




Image by: d70focus on Flickr (http://www.flickr.com/photos/23905174@N00/2061329074), July 2...
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 b...
Trust and Authenticity Matter
                              Trust is Most Important Factor in Health Engagement
          ...
The Most Trusted Health Sources Are Relationship-Based
                                 People We Know Are People We Share...
Internet Is Most Turned to Resource for Health Info
             Resources Used to Gather Information on a Health Question...
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,...
So…
How Do I Get Started?




                        27
1. Listen and Learn
• Subscribe to blogs and read regularly
   ­ Within Pharma/Healthcare: EyeOnFDA.com, Pharma Marketing
...
2. Join the Conversation  Become an Anthropologist

• Rate, vote, or review content/products (e.g. Digg, etc.)
• Comment ...
3. Demonstrate, Educate, Facilitate
• Educate your team… And educate key stakeholders
   - Try brown-bag lunches, KOL pres...
4. Stop Talking  Start Acting
• Start small, start internally
    ­ Develop pilot experiments and grow stakeholder experi...
5. Put Someone Important In Charge
• Preferably:
    ­ Director and above (higher is better)
    ­ Ideally, with experienc...
So…
What About Legal/Reg Concerns?




                                 33
The Big Three
      • Adverse Event Reporting
      • Off Label Discussions
      • Fair Balance




Source: Melissa Davie...
1. Work with Legal, Regulatory, etc…
     •     Develop a general Social Media Guideline Or just start with a
            ...
2. Treat Social Media Like Traditional Media
• Abide by FDA, OIG, SEC, PhRMA Guidelines, etc.
• Don’t do anything you woul...
Resources for Employee Engagement Policies
• IBM Social Computing Guidelines
   ­ http://www.ibm.com/blogs/zz/en/guideline...
3. Be Willing to Compromise and Adapt

   And so what we have ended up doing in many cases is take
   some small steps to ...
4. Set Expectations Explicitly (For Your Audience)
• Establish “rules of engagement” so audience will know your
  intentio...
5. Evolve and Grow




      • Meet regularly and review responses and processes
      • Be prepared to update or develop ...
So…
What Strategies Can We Use?




                              41
Example: AHT Group SM Strategy Framework



       Start Here




Source: Advanced Human Technologies Group, http://ahtgro...
The POST Process (from Groundswell)


        P                                People
                                    ...
People: Ladder of Participation
                                                                                      Publ...
People: Social Technographics Profile




                          http://www.forrester.com/Groundswell/profile_tool.html...
People: Other Sources of Customer Data
• Research data
   ­ Market research data (AAU, Media Habits, etc.) and
     segmen...
Sample Corporate Objectives

             Internal                               External
 • Knowledge management         ...
Social Media Objectives (from Groundswell)

          Objective                                  Description
          Lis...
Strategies: Key Considerations
• Overall Strategy
    ­ Does this fit into the overall brand or corporate strategy/mission...
Strategies: Social Participation by Disease States
                                                                       ...
Strategies: Adapt to Corporate Risk Tolerance




Source: Sarah Larcker (Digitas Health), Digitas Health Social Media POV,...
Strategies  Tactics




Source: Sarah Larcker (Digitas Health), Digitas Health Social Media POV, http://www.slideshare.ne...
Social Pharma




                53
Social Pharma:
Company             Program(s)
Merck               Gardasil / HPV
Johnson & Johnson   ADHD Moms, ADHD Allie...
ADHD Moms Facebook Page
Social Pharma:
Corporate Channel Abbott, AstraZeneca, Bayer, Boehringer Ingelheim, GSK,
                              John...
Symbicort: My Asthma Story YouTube Channel
Social Pharma:
                                        Start of Twitter Activities
Nov          Dec      Jan         Feb  ...
Race With Insulin Twitter Feed
Social Pharma
   Platform        Companies
                  Novo Nordisk “Voices of Diabetes”
                  AstraZene...
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 reme...
~ Thank You ~




www.SocialPharmer.com




    Twitter: @shwen
Email: shwen@med20.com
                         75
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Overcoming Our Social Challenges - Getting Started with Social Media in Biotech/Pharma

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

  1. 1. Overcoming Our Social Challenges Shwen Gwee Lead, New Media Communications Vertex Pharmaceuticals Boston Biotech Meetup OCT 27th, 2009
  2. 2. 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
  3. 3. What is Social Media? 4
  4. 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
  5. 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
  6. 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
  7. 7. A Move Away from Traditional Broadcasting Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), July 2009 8
  8. 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
  9. 9. But It’s Not Just A Technological Evolution… evolution …or is it? Adapted from: Ashleigh Brilliant (http://www.ashleighbrilliant.com) 10
  10. 10. It’s Also A Cultural Revolution 11
  11. 11. SHIFT Happens… 12
  12. 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
  13. 13. Why You Need To (Give a) Shift Authentic Interaction Genuine Engagement Trust Influence 14
  14. 14. Models of Influence Are Changing Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), July 2009 15
  15. 15. Strategic Conventions Are Changing Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), July 2009 16
  16. 16. Relationships Are Changing Image by: d70focus on Flickr (http://www.flickr.com/photos/23905174@N00/2061329074), July 2009 17
  17. 17. So… Why Is This Important? 18
  18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. Consumers More Satisfied with Health Info from the Internet Source: Manhattan Research Cyber Citizen Health v7
  23. 23. Patients Are Taking Charge of Their Own Health
  24. 24. Even the CDC is Doing it…
  25. 25. But Most Importantly… Source: Bill Tancer, Time.com, http://www.time.com/time/business/article/0,8599,1678586,00.html, October 2007
  26. 26. So… How Do I Get Started? 27
  27. 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
  28. 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
  29. 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
  30. 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
  31. 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
  32. 32. So… What About Legal/Reg Concerns? 33
  33. 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
  34. 34. 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.
  35. 35. 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”
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. So… What Strategies Can We Use? 41
  41. 41. Example: AHT Group SM Strategy Framework Start Here Source: Advanced Human Technologies Group, http://ahtgroup.com/services/social-media-strategies, October 2009
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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.
  46. 46. 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
  47. 47. 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
  48. 48. 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.
  49. 49. 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
  50. 50. 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
  51. 51. Strategies  Tactics Source: Sarah Larcker (Digitas Health), Digitas Health Social Media POV, http://www.slideshare.net/slarcker/digitas-health-social-media-pov, October 2009
  52. 52. Social Pharma 53
  53. 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
  54. 54. ADHD Moms Facebook Page
  55. 55. 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
  56. 56. Symbicort: My Asthma Story YouTube Channel
  57. 57. 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.
  58. 58. Race With Insulin Twitter Feed
  59. 59. 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”
  60. 60. Juvenation: Social Network for Juvenile Diabetes
  61. 61. CML earth: Social Network for CML* *Chronic Myeloid Leukemia
  62. 62. Finally, 10 Things to think about while having drinks… 63
  63. 63. It’s NOT a magic pill or the holy grail 64
  64. 64. It will only serve to amplify Not rectify 65
  65. 65. It humanizes your corporate brand Act like a human 66
  66. 66. It’s a commitment Not a campaign 67
  67. 67. Your biggest investment will be Your time & resources 68
  68. 68. It does not replace face-to-face It enhances and supplements it! 69
  69. 69. Time to stop convincing Time to start compelling 70
  70. 70. Bring booze to the party Don’t be a mooch 71
  71. 71. Empower your audience And earn their trust 72
  72. 72. Set Expectations Xplicitly 73
  73. 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)
  74. 74. ~ Thank You ~ www.SocialPharmer.com Twitter: @shwen Email: shwen@med20.com 75
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