How to circumvent challenges and enter the goldmine of social media and Web 2.0 Murat Tanoren Corporate Health Services & Access Manager, Pfizer Turkey murat. tanoren @ pfizer .com @bencewom http://www. linkedin .com/in/ tanoren

Is pharma ready for Web 2.0? Health 1.0 : The health system is regulated Pharma 1.0 C ontent need s 100% approval S ocial media tools like YouTube and Facebook blocked M ore SOPs than websites Mo re people in l egal than in e-Business Product Managers 1.0 : Only salesforce, not Internet, experience Martin Hensen, Head of eStrategies, UCB Pharma, Germany Martin Hensen, Head Of E-Strategies, UCB Germany: Making E-Marketing More Than Just An Add-On , http://j. mp /vS2D5 , accessed Sep 13, 2009.

Is pharma ready for Web 2.0?

Health 1.0 : The health system is regulated

Pharma 1.0

C ontent need s 100% approval

S ocial media tools like YouTube and Facebook blocked

M ore SOPs than websites

Mo re people in l egal than in e-Business

Product Managers 1.0 : Only salesforce, not Internet, experience

How to “ jump on the bandwagon” in 10 steps

Q: Are we late? Yes No It depends...

Who was “ The Person of the Year ” in 2006, according to TIME magazine?

Despite Worst Recession in Decades, Brands Increased Spending on WOMM 14.2% to $1.54 Billion in 2008 PQ Media's Word-of-Mouth Marketing Forecast 2009-2013 , http://j.mp/neBkT , accessed Sep 13, 2009. CAGR = 38% WOMM Spending in the US (mil USD)

PQ Media's Word-of-Mouth Marketing Forecast 2009-2013 , http://j.mp/neBkT , accessed Sep 13, 2009.

WWI : The Army controlled the aircraft. Aircraft grew in stature as a tactical tool for Army purposes.

WWI : The Army controlled the aircraft.

Aircraft grew in stature as a tactical tool for Army purposes.

WWII: Air Force, an independent organization Major contributor to victory

“ This is an apt metaphor for the current state of innovation with marketing and PR team thinking.” “ The pace of functional change isn't keeping pace with the unprecedented social shifts disrupting media and consumer behaviors and the possibilities that come with it.” Perry, C. (2009) “Why Social Media Isn't Living Up to the Hype (Yet)”, Advertising Age , http://j. mp / xSfFg , accessed Sep 13, 2009.

“ This is an apt metaphor for the current state of innovation with marketing and PR team thinking.”

“ The pace of functional change isn't keeping pace with the unprecedented social shifts disrupting media and consumer behaviors and the possibilities that come with it.”

Q: Are we late? It depends...

“ The response to a visual presentation will determine its value. ” Mary Eleanor Spear, 1969 http://j. mp / UBYlv

“ The response to a visual presentation will determine its value. ”

Mary Eleanor Spear, 1969

Kamondo Stairs, http://j.mp/3ygEMd, accessed Sep 13, 2009.

Step #1 You can’t manage what you don’t measure.

Step #1

You can’t manage what you don’t measure.

Step #2 Allocate funds for the initiative(s)

Step #3 Accountability = Results ?

Step #3

Accountability = Results

“ Social media isn't a box to be ticked or a department to be manned or even a campaign to be launched... You know that social-media department you just built? Go and dismantle it right now, because this stuff is too important to be left to the experts. ” 1 “ While I'm not suggesting that all companies give the social-media team its own organizational function, it's clear that brand leaders haven't fully examined structural changes that need to be made. ” 2 “ I see the Social Media Administrator not as someone who develops content and participates in discussions on social media (although they could certainly have a business related personal blog or twitter stream). This is not the senior leadership role for social media in an organization but rather the coordination point for company activities.” 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.

“ Social media isn't a box to be ticked or a department to be manned or even a campaign to be launched... You know that social-media department you just built? Go and dismantle it right now, because this stuff is too important to be left to the experts. ” 1

“ While I'm not suggesting that all companies give the social-media team its own organizational function, it's clear that brand leaders haven't fully examined structural changes that need to be made. ” 2

“ I see the Social Media Administrator not as someone who develops content and participates in discussions on social media (although they could certainly have a business related personal blog or twitter stream). This is not the senior leadership role for social media in an organization but rather the coordination point for company activities.” 3

My humble suggestion Assign 1 person. At least assign a XFT.

My humble suggestion

Assign 1 person.

At least assign a XFT.

Step #4 Internally

MUNCH: M arketing L unch

Step #5 If you don't have a social-media policy, write one. Nalty, K. (2009) “Social media rules for pharmas”, MM&M, http://j. mp /29GYUX , accessed Sep 12, 2009.

Step #5

If you don't have a social-media policy, write one.

Step #6 Be aware, not afraid. Richman, J., “Pharma and Healthcare Social Media Principles”, http:// j.mp/bAiWu , accessed Sep 13, 2009.

Step #6

Be aware, not afraid.

Richman, J., “Pharma and Healthcare Social Media Principles”, http:// j.mp/bAiWu , accessed Sep 13, 2009.

Step #7 Do your homework.

Step #7

Do your homework.

Latest recommendations www. commoncraft .com to learn the basics The Future of Pharma Digital Marketing by Jonathan Richman How Digital is Shaping the Future of Pharma Marketing by Manhattan Research # hcsmeu tweetup every Friday,12:00-13:00 GMT (There’s one live here in London tomorrow !) For more, go to http:// twitter .com/ bencewom

www. commoncraft .com to learn the basics

The Future of Pharma Digital Marketing

by Jonathan Richman

How Digital is Shaping the Future of Pharma Marketing

by Manhattan Research

# hcsmeu tweetup every Friday,12:00-13:00 GMT (There’s one live here in London tomorrow !)

For more, go to http:// twitter .com/ bencewom

Step #8 Verify your assumptions.

Step #8

Verify your assumptions.

For dyslipidemia... Target patient Female 40+ Overweight “ Influencer”, i.e. opinion leader Familiar with Web 2.0 (such as Facebook and IM)

Target patient

Female

40+

Overweight

“ Influencer”, i.e. opinion leader

Familiar with Web 2.0 (such as Facebook and IM)

My mum & her friends

Step #9 Secure approval for ONE strategy.

Step #9

Secure approval for ONE strategy.

Strategies for tapping the groundswell Adapted from Li, C. and Bernoff, J. (2008) “Groundswell: winning in a world transformed by social technologies”, Harvard Business School Publishing, Boston. Helping your customers work with each other to come up with ideas to improve your products and services Embracing Corporate Communications Enabling your customers to support each other Supporting Medical Making it possible for your enthusiastic customers to help sell each other Energizing Sales Participating in and stimulating two-way conversations your customers have with each other , not just outbound coımmunications to your customers Talking Marketing Ongoing monitoring of your customers’ conversations with each other , instead of occasional surveys and focus groups Listening Market Analytics How things are different in the groundswell Now you can pursue this groundswell objective You already have this business function

Step #10 Please don’t die by information overload.

Step #10

Please don’t die by information overload.

Hemp, P. (2009) “Death by Information Overload”, Harvard Business Review , Sep, pp. 82-89.

Is this familiar? You go to a conference on digital marketing There’s a presentation from the an Internet-marketing guy/lady/consultant She/he starts talking about how the “Web 2.0 social media infrastructure” is just waiting for your company to dive in “ Try this stuff ,” she/he seems to be saying, “ and the rest of your competitive/structural/profit issues will disappear. ”

You go to a conference on digital marketing

There’s a presentation from the an Internet-marketing guy/lady/consultant

She/he starts talking about how the “Web 2.0 social media infrastructure” is just waiting for your company to dive in

“ Try this stuff ,” she/he seems to be saying, “ and the rest of your competitive/structural/profit issues will disappear. ”

+ =

Murat Tanoren Corporate Health Services & Access Manager, Pfizer Turkey [email_address] @ bencewom http://www. linkedin .com/in/ tanoren