Social Networks and Pharma Industry

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A new look at Pharma. marketing in Iran, regarding the capacities of Social Networks and relationships.

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Social Networks and Pharma Industry

  1. 1. Social Networks & Pharma. Industry(Iranian Pharma. Marketing Revisited)<br />KavehYazdifard<br />Nov. 2009<br />
  2. 2. “Ideas that spread, win.”<br /> Seth Godin<br /> Marketing Guru<br />
  3. 3. Social Networks<br />
  4. 4. LERO ©2009 | Eoin Whelan<br />4<br />Six Degrees of Separation<br />Stanley Milgram – 1967<br />Omaha, Nebraska to Boston, Massachusetts <br />Duncan Watts – 2001<br />Email<br />49,000 senders, 19 receivers<br />
  5. 5. LERO ©2009 | Eoin Whelan<br />5<br />The Tipping Point: How Little Things Can Make a Big Difference <br /> Malcolm Gladwell2000<br />How does a new fashion spread?<br />Few People Rule<br />Stickiness Factor<br />Context Power<br />
  6. 6. LERO ©2009 | Eoin Whelan<br />6<br />Social Network Theory<br /> …demonstrates that theties and relationshipsbetween individuals – and not the attributes of the individuals themselves – are what really matter!<br />
  7. 7. Social Networking <br />“Tools for Collaboration and Networking within and beyond the Enterprise” <br />Collaboration: a recursive process where two or more people or organizations work together toward an intersection of common goals <br />Networking:business opportunities are created through networks of like-minded business people. <br />Enterprise Architecture: the organizing logic for business processes and IT infrastructure reflecting the integrationandstandardizationrequirements of the firm’s operating model.<br />
  8. 8. Limitless Social Networks Connect Virtually Everyone<br />And you can build your own with Ning<br />
  9. 9. The art of : <br /><ul><li>Listening,
  10. 10. Learning,
  11. 11. and Sharing!</li></li></ul><li>Business-oriented directory<br />For professional networking.<br />40 million users, 170 industries (May 2009)<br />“More than once, I relied on LinkedIn to make contacts…LinkedIn succeeded where all other marketing attempts failed.”<br />
  12. 12. 200 million members, 170 countries, 35 languages<br />50% of users over age 35! <br />Web and cell phone apps<br />After “friending,” direct communication line without spam filters, emails to open and save.<br />“Communications” platform text, photos, video, etc.<br />I don’t use email with family and friends anymore.”<br />The Vatican -- Pope 2.0, www.pope2you.net<br />
  13. 13. ~35 million users<br />“Microblog” tweets of 140 characters<br />“Follow” and be followed (or not)<br />Restricted or open access<br />Info pushed instantly to browsers and cell phones via text (SMS) messages, special apps<br />Include links to more information<br />“Ambient awareness” Glimpse into daily routines of one’s network<br />“Super fresh” Web<br />
  14. 14. Emerging Applications of Social Net’s<br />Social networking between businesses<br />Social Networks in the Science communities<br />A communication tool for teachersand students <br />Students networking with professionals for internship and job opportunities<br />
  15. 15. Not For Kids Only!<br />“…nearly all of the recent growth in social networking have come from older people.”<br /> – Pew Research Center, April 2009<br />Source: Adweek.com 5/27/2009<br />
  16. 16. Okay.What Can This Do For Our Business?<br />
  17. 17. Networks & Marketing<br />
  18. 18. Average Products for the average people?<br />Who will easily ignore you? Who does care?<br />Mass Marketing<br />Ottaku<br />
  19. 19. Advantages for Our Business<br />Open A Door, Start A Conversation<br />Learn What They Think, Feel, Do<br />Solicit Input<br />“Share” Knowledge/Ideas<br />“Post” To Provoke Conversation<br />Publish Your Expertise<br />Follow Your Customers<br />Do Good + Be Visible<br />
  20. 20. Reconnecting<br />Winning Over New Buyer<br />Build Brand Awareness<br />Differentiate Yourself<br />Instant Info To Everyone<br />Harness A Large Team<br />The Power Of Friends, A Team<br />Advantages for Our Business (cont’d)<br />
  21. 21. 10 tips for a successful social media/marketing experience<br />Today’s consumer wants to express him/herself, but without you (the brand) dictating how. <br />Use social media and social networking as a way to listen to consumers. <br />Treat your relationships with consumers as long-term conversations. <br />Bring consumers into your inner circle. <br />Find incentives to encourage participation. <br />Learn to view your customers in a different light<br />
  22. 22. 7. When things go wrong, don’t try to cover up; don’t make false excuses. <br />8. Participate intelligently in the online social community. <br />9. What do your customers or brand enthusiasts care most about? <br />10. Leverage your people as online community leaders. <br />10 tips … (Continued)<br />
  23. 23. Social Net’s &<br />Pharma. Companies <br />
  24. 24. Pharma. Industry <br />Sales and marketing in pharma is traditionally a very expensive affair.<br />Regulatory agencies exert significant control over the interaction.<br />Pharma companies are extremely protective of the intellectual property (IP)<br />
  25. 25. Perspective of Pharma. Marketing<br />Quite simply social media significantly reduces the costs associated with engaging with consumers.  <br />This nullifies 2 of the issues above as it enables pharmaceutical companies to move the communication with their consumers prior to NDA approval since there isn&apos;t the huge financial risk associated with traditional media.  <br />
  26. 26. Traditional Mindset<br />Currently the impact of this is being underestimated for two reasons:<br />The sales and marketing departments are isolated towards the end of the drug development process having very little contact with their research and development colleagues, and<br />Without an actualmarketable product the sales and marketing departments are at a loss as to what to sell.<br />
  27. 27. شبکه های اجتماعی و فرصت های جدید بازار دارو<br />
  28. 28. Top 10 Pharma. Efforts In Social Media<br />Johnson & Johnson<br />Glaxo-Smith-Kline<br />Bayer<br />Sanofi-Aventis<br />Novartis<br />6. AstraZenecaUS<br />Bristol-Myers Squibb <br />Roche<br />Pfizer<br />BoehringerIngelheim<br />
  29. 29. Hence;<br />It&apos;s no longer enough to simply sell products to consumers; it&apos;s no longer good enough just to have the sales and marketing people talking to their consumers after the drug development cycle is over.  <br />Engaging with your consumers from idea generation, through lead development and candidate selection, into the clinical phases and finally into sales and marketing is inevitable<br />

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