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Pharma Social Media Moving Fowards

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A presentation by Gary Monk, Director of Strategy and Innovation at HAVAS LYNX.

An outline of the GSK Facebook approach, particularly towards moderation. It outlines the opportunities and challenges of using social media in pharma & healthcare.

Published in: Healthcare
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Pharma Social Media Moving Fowards

  1. 1. Pharma Social Media Moving forwards? 24th January Smi Social Media Conference London Gary Monk Digital Healthcare Consultant @garymonk
  2. 2. Question? • Pharma believes Social Media can benefit the industry and its stakeholders Statement • Have we made progress towards this statement in the last 2 years? The audience answered unanimously yes
  3. 3. All truth passes through 3 stages First - it is ridiculed Second – it is violently opposed Third – it is accepted as being self-evident Arthur Shopenhauer I believe we are somewhere between 2 & 3, with variation between companies
  4. 4. HCP Communities Corporate Communications Patient Awareness Case Discussions I also planned to also cover HCP communities but due to the level of interest in the GSK case we only covered the corporate comms topic (another subject for another day)
  5. 5. Case 1 Corporate Communications (2 way)
  6. 6. GSK was used as an example of best practice. Disclaimer – I have no professional affiliation to the GSK Facebook page and have not interviewed GSK on this interesting subject. All observations and opinions are my own.
  7. 7. GSK FaceBook policy is clear and tends to explain why certain things are not acceptable
  8. 8. but please respect the following otherwise our lawyers will be mad at us: The company reserves the right to remove any postings at its sole discretion (we work with serious medical conditions and we can’t risk unmonitored or unverified medical advice being published). We know a lot of doctors and trust us - they know about health! B.I. were highlighted for there excellent use of ‘human’ language to explain their FB policy
  9. 9. GSK attempted to engage with this persistent detractor, and later adopted the seemingly sensible policy of allowing his posts but not responding
  10. 10. GSK Initiatives GSK post many of their positive initiatives on their FB page
  11. 11. Sometimes strongly attacked A select few detractors often seize upon these positive posts and attack GSK, in a very strong manner. It is impressive they allow most of these comments to stand
  12. 12. But have strong popular support But GSK have a very strong following and receive many positive comments and praise. Often from employees and ex-employees
  13. 13. GSK successes Corporate achievements are highlighted
  14. 14. Often attacked by a small ‘hardcore’ group Again the same individuals will often attack these achievements, and accuse GSK of hypocrisy
  15. 15. Used for HR / Recruitment GSK use their FB page as a tool for recruitment
  16. 16. GSK usually respond And importantly try to respond to enquiries…..
  17. 17. Including ad-hoc questions ….including this ad-hoc product question posted under an HR post on recruitment
  18. 18. ‘Mild’ Criticism Criticism is not always severe – this example shows a mix of praise and criticism
  19. 19. Employee Feedback/Criticism Some employees offer mild criticism that many of the corporate events and visits tend to happen at the company head office
  20. 20. Very Strong Criticism related to tragic personal stories This was a very tragic post, extremely critical of GSK, that caused some debate particularly around a potential adverse event (the product names have been redacted here). The purpose of showing was that despite criticism of GSK, they have been very brave in allowing these type of posts to be shared
  21. 21. Managing Global PR Global issues were often posted on the GSK FaceBook, where the team would usually respond, in this case pointing the community to an apology on Panadol
  22. 22. Yet with community support? Interestingly there was criticism of GSK for responding to the critics! And some criticism of the critics.
  23. 23. Leverage Positive Stories What GSK do brilliantly is post regular news items, particularly on positive news items, not directly related to GSK. This helps fill the FaceBook wall with positive commentary and quickly ‘bury’ negative comments further down the news feed. The next 2 slides are examples of this, particularly the London Olympics.
  24. 24. Formula 1
  25. 25. London Olympics 2012
  26. 26. Despite the majority of comments being positive, this post shows you can’t please all of the people all of the time
  27. 27. Some Stats • 2 month snapshot Nov & Dec 2012 • 15 Posts • 3059 likes • 122 comments Positive Comments significantly outweighed Negative Comments. Note this analysis only considered comments that were positive/negative directly to GSK as a company.
  28. 28. • Need courage & self belief • Have a strategy to respond to negative comments (or not!) • Generate positive advocates and news stories • Have something to say and a purpose Key Learnings GSK
  29. 29. Questions or get in touch….. • twitter => @garymonk • email => gary@garymonk.com • linked In => www.linkedin.com/in/garywmonk • phone => +44 7776 242276

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