Some suggestions for Pharma 3.0: My experience

Some suggestions for Pharma 3.0:My experience Murat Tanoren CauCAR (Caucasus & Central Asia Region) Marketing Lead, Pfizer Turkey London, Jan 27th 2011 @bencewom http://www.linkedin.com/in/tanoren

The statements or opinions expressed inthis presentation are my own and do notnecessarily represent those of Pfizer.

TODAY TOMORROW HOW?

Q: Is the pharma industry late? NO YES It depends...

Pharma 1.5

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.Stacy Lukasavitz, 2010. http://j.mp/fg6MBp

http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

Shttp://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

1. Do you hold everyone accountable?

• “Social media isnt 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 Im not suggesting that all companies give the social-media team its own organizational function, its clear that brand leaders havent 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.”31. Bloom, J. (2009) “Dedicated Social-Media Silos? Thats the Last Thing We Need”, Advertising Age, http://j.mp/3V48L, accessed Sep 13, 2009.2. Perry, C. (2009) “Why Social Media Isnt 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.

A New Breed: Digital Savvy + Coordinator • 3 capabilities that distinguish them from classic brand managers: – Integrative thinking: Social tech + brand comm – Lean collaboration skills: Start with few resources , “They must therefore rely on persuasiveness and charm to beg, borrow, or otherwise co-opt people from across the organization and get them to work together on initiatives” – High speed: Sometimes daily cycles to scan & react Spenner, P. (2010) Why You Need a New- Media “Ringmaster”, Harvard Business Review Image: http://www.phishposterarchive.com/pollock-posters.htm

2. Have you thought strategically (ie. big) andmade sure that you will NOT fail?

Pfizer TR Social Media Strategy Monitor Build a Get to know discussions community social media about us Apr - Jun Apr - … June- …… • Complete infrastructural • Monitoring • Identify right channels preparation for social • Internal communication in social media media • Measurement & • Start the execution of • Prepare corporate reporting programs guidelinesPhase I Phase I Phase II

3. Did you prepare the presentation that willsecure the funding to start?

Allocate funding early on

4. Do you have a corporate policy?

5. Is your front-line executive present inFacebook & Twitter?

6. Did you assume …?

All Age Groups Are Using 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 mediaSource: IMC2 Adaptation of 2008 Forrester Research

7. Did you ensure that all patients aretargeted?

Level of Social Media Activity Depends on Condition Rank Condition Health 2.0* Rank Condition Health 2.0* 1 ADD/ADHD 59% 21 Acid Reflux 37% 2 Acne 53% 22 Chronic Pain 36% 3 Influenza/Flu 50% 23 Restless Leg Syndrome 35% 4 Eye Infections 46% 24 Arrhythmia 33% 5 Insomnia/Sleep Disorder 46% 25 Pneumonia 33% 6 Psoriasis 46% 26 High Triglycerides 32% 7 Irritable Bowel Syndrome 45% 27 Overactive Bladder 31% 8 Fibromyalgia 45% 28 Cancer 30% 9 Eczema 45% 29 Enlarged Prostate 29% 10 Migraine 44% 30 Osteoporosis 29% 11 Generalized Anxiety 44% 31 High Cholesterol 26% 12 Ear infections 43% 32 Any Arthritis 26% 13 Anxiety/Social Phobia 43% 33 Hypertension 25% 14 Chronic Bronchitis 42% 34 Diabetes 25% 15 Acute Pain 41% 35 Heart Disease 18% 16 Allergies 40% 17 Asthma 39% 18 Depression 39% 19 Gout 37% 20 Shingles 37%*Health 2.0 percentages refer to the share of consumers either creating or consuming content on health blogs, message boards, chatrooms, health social networks and health communities, patient testimonials; Only for conditions where n>60Source: Manhattan Research, Cybercitizen Health® v2.0-9.0

Of Those Online, Caregivers Tend To Be More Active in Social MediaSource: Manhattan Research, Cybercitizen Health® v2.0-9.0

8. Are you confident that HCP’s will still preferpersonal interaction?

HCP Use of Online/Social Media Has Grown1 Manhattan Research, Taking the PulseTM v9.0, 2009.2 Manhattan Research, Taking the PulseTM v8.0, 2008.3 Manhattan Research ePharma Physician® v9.0(All statistics drawn from press releases, published white papers and other publicly available sources). Accessed at www.manhattanresearch.com

9. “Are you focused on being a partner of choice for nontraditional players?”http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

What is Keas? • Web platform as a service for patient engagement and care management -- Help patients store, manage and understand their health data -- Empower patients to take charge of their health through personalized care plans -- Monitor and report on patient activities, progress, and outcomes -- Connect patients with others like them for ongoing support

Keas Partners Strategic Alliance: Nationwide rollout at Patient Service Centers, Kayak as preferred consumer portal, “understand your labs”. Nationwide rollout at MinuteClinic locations. CarePlans for five acute conditions treated at Clinic. Integrated partner, enabling electronic data flow Integrated partner, enabling electronic data flow Health campaigns made available for consumers via Care Plans for chronic conditions. Care Plans for Type 1 and Type 2 diabetes patients, compendium to online resources and books. Care Plans for Pediatric care, compendium to online resources and books. Care Plan to monitor exercise, steps per day

10. Have you focused all your efforts on theInternet?

Ignore m-health at your own peril “…medical apps are now the third-fastest-growing category on the App Store.” http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

UK digital coach for pharma appointed Published: 06/01/2011• In a government-backed initiative aimed at encouraging business to do more online, Karen Winterhalter, former EMEA managing director of healthcare at Burson Marsteller, is to coach UK pharmaceutical companies in digital communications.• …Winterhalter will work with pharmaceutical companies to – help individuals or brand teams understand the true value of social media, – develop their online presence and – overcome some of the mindset issues that are preventing them adapting and communicating effectively online with stakeholders.http://j.mp/fzZnoA

Some suggestions for Pharma 3.0:My experience Murat Tanoren CauCAR (Caucasus & Central Asia Region) Marketing Lead, Pfizer Turkey London, Jan 27th 2011 @bencewom http://www.linkedin.com/in/tanoren

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