SMi MasterClass: Social Media in Pharmaceuticals 14 April 2010

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Slides used by Daniel Ghinn & Paul Grant when we hosted SMi's MasterClass in 'Social Media in Pharmaceuticals', in London during April 2010.

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SMi MasterClass: Social Media in Pharmaceuticals 14 April 2010

  1. 1. Social Media in Pharmaceuticals<br />Masterclass<br />14th April 2010<br />
  2. 2. Welcome<br />
  3. 3. Your masterclass leaders<br />Daniel Ghinn<br />Director of Digital Engagement, Creation Healthcare<br />Paul Grant<br />Head of Strategy Implementation, Creation Healthcare<br />
  4. 4. Masterclass Agenda<br />9.00 Registration and Coffee<br /> <br />9.30 Introduction to social media in pharma<br />10.15 Social media platforms for pharmaceutical companies<br />11.15 Morning Coffee<br /> <br />11.30 Social media concepts for pharmaceutical companies<br />12.30 Lunch<br /> <br />1.30 Special considerations for pharmaceutical companies<br />2.30 Applying what you have learned<br />3.15 Afternoon Tea<br /> <br />3.30 Defining your social media engagement strategy<br />4.30 Your questions answered<br /> <br />5.00 Close of Masterclass <br />
  5. 5. Welcome<br />Who are you?<br />Why are you here?<br />Your expectations, hopes & outcomes?<br />What was your most recent social media experience?<br />
  6. 6. Introduction to Social Media in Pharmaceuticals<br />What is social media, and why does it matter?<br />
  7. 7. What is social media?<br />Digital media enabling social interaction between people<br />
  8. 8. 2-way conversations<br />Sharing<br />Community<br />
  9. 9. Where issocial media happening?<br />Blogs<br />Microblogs<br />Open social networks<br />Targeted social networks<br />Media & content sharing platforms<br />
  10. 10.
  11. 11. Why does it matter?<br />
  12. 12. Traditional media only<br />person<br />person<br />Traditional media<br />message<br />person<br />person<br />Media release issued<br />Traditional media respond by interpreting & commenting on story<br />
  13. 13. Social media integrated with traditional media<br />person<br />person<br />person<br />offline & online media<br />person<br />message<br />person<br />person<br />person<br />person<br />person<br />person<br />person<br />Message is embedded in the digital media community.<br />Listening to & speaking the language of the community<br />Offline media respond to digital community activity with strong ‘cause’ message. Media coverage adds to digital community effect.<br />Community interacts and takes ownership of message<br />
  14. 14. ‘Hypermiling’ with Toyota IQ<br />
  15. 15. What is social media NOT?<br />An end in itself<br />A strategy<br />A magic bullet<br />
  16. 16. Social media in healthcare<br />Some examples<br />
  17. 17.
  18. 18.
  19. 19. Healthcare engagement in a digital world<br />
  20. 20. Healthcare engagement in a digital world<br />
  21. 21. Connecting it Together:Johnson & Johnson (Corporate)<br />Some examples<br />
  22. 22.
  23. 23.
  24. 24.
  25. 25.
  26. 26. Social Media Platforms for Pharmaceutical Companies<br />
  27. 27. Creating a movement<br />Conversation<br />Credibility<br />Community<br />Cause<br />Content<br />Collaboration<br />Competition<br />
  28. 28. Build your own or join a network?<br />Doctors.net.uk:<br />Independent network for doctors in the UK, with over 170,000 members<br />Simply4doctors.co.uk:<br />AstraZeneca’s resource for doctors & primary care nurses in the UK<br />
  29. 29. doctors.net.uk: opportunities for engagement<br />
  30. 30. doctors.net.uk: engaging targeted network<br />
  31. 31. Choosing a social media platform<br />Who do you want to engage?<br />Why?<br />What do you want them to do?<br />Do they currently use social media?<br />How?<br />How will you measure success?<br />
  32. 32. Break<br />
  33. 33. Social Media Concepts for Pharmaceutical Companies<br />
  34. 34. Concepts for engagement<br />Determine<br />Determine<br />Define<br />Define<br />Deploy<br />Deploy<br />Discover<br />Discover<br />Direct<br />Develop<br />Direct<br />Develop<br />Design<br />Design<br />Creation Interactive’s Discovery Methodology for informed engagement strategy<br />
  35. 35. Listening to conversations<br />Search<br />Alerts<br />‘Buzz’ monitoring and analysis<br />
  36. 36. Social media search: socialmention<br />
  37. 37. Twitter alerts: SocialOomph<br />
  38. 38. Twitter alerts: SocialOomph<br />
  39. 39. Social media monitoring: Radian6<br />Mentions of ‘stop smoking’<br />
  40. 40. Media types analysis (Radian6)<br />Media types by conversation keyword<br />‘stop smoking’<br />Champix<br />
  41. 41. Analysing conversation detail (Radian6)<br />
  42. 42. Engaging stakeholders & patients<br />
  43. 43. Measuring results<br />
  44. 44. Social media insight tools<br />
  45. 45. Lunch<br />
  46. 46. Special Considerations forPharmaceutical Companies<br />
  47. 47. Regulatory compliance<br />What are the primary regulatory factors to consider when planning social media in your markets?<br />From a regulatory perspective, what risks are associated with social media?<br />
  48. 48. Engaging your regulatory colleagues<br />How is social media engagement affected by regulatory compliance?<br />What are the risks?<br />How and when should you involve colleagues from legal & medical in your social media strategy?<br />
  49. 49. International health consumers<br />
  50. 50. Applying What You Have Learned<br />
  51. 51. Achieving your goals<br />What are your goals?<br />How can social media help you achieve your goals?<br />
  52. 52. Break<br />
  53. 53. Defining your strategy<br />Discover:<br />What do you need to know?<br />What will you measure?<br />Determine:<br />How will what you measure affect your strategy?<br />Define:<br />Outline the strategy<br />Direct:<br />Which internal colleagues will play a role in the strategy’s success?<br />How will you ensure colleague ‘buy-in’ to the strategy?<br />Design / Develop / Deploy:<br />What steps will you take to implement the strategy?<br />Discover:<br />What will you measure to ensure maximum engagement?<br />How will you measure results against business objectives?<br />
  54. 54. Your questions answered<br />
  55. 55. What next?<br />Your feedback<br />More questions?<br />

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