This document provides an overview of social media best practices for the International Federation of Pharmaceutical Manufacturers & Associations (IFPMA). It discusses objectives like increasing IFPMA's reach and influence on key channels to shape conversations around global health partnerships. It outlines the social media landscape, challenges, and how to develop an effective strategy including defining a brand voice and creating a content calendar. Metrics for measuring objectives like awareness, engagement, and advocacy are also presented. The document emphasizes the importance of planning, prioritizing, executing, measuring to effectively use social media.

2. Social media & the pharma industry
Sadia Kaenzig

3. Introduction à l’IFPMA
1. Background
2. Objectives
3. Overview of channels & best practices
4. How we do it
5. Brand voice
6. Content calendar
7. KPIs
Concluding Remarks
Agenda

4. Introduction à l’IFPMA

5. IFPMA in brief
We are the leading global association
representing the research-based
biopharmaceutical companies, and
regional and national associations
across the world.
WHO WE ARE
We advocate policies and practices that
encourage the discovery of and access
to
life-saving and life-enhancing medicines
and vaccines, for people everywhere.
WHAT WE DO
We promote dialogue and sharing of
expertise to reach common positions
within our industry to represent the
sector’s public policy interests to UN
bodies responsible for public health, trade
and intellectual property.
HOW WE WORK
We are an informed and credible voice,
engaging with the global public health,
trade and intellectual property
community
and advocating for sustainable health
policies to meet global needs.
WHY IFPMA

6. Strategic focus areas and priorities
2017-2018
SOUND
INNOVATION
ECOSYSTEM
GLOBAL
HEALTH
SYSTEMS
CHALLENGES
ACCESS
QUALITY
MEDICINES &
VACCINES
INTEGRITY &
ETHICS

7. Snapshot of IFPMA’s working groups
• Pharmacovigilance and INNs
• Complexity of Development of Supply and Pharmacopoeia
• Science-Based Regulation for Biosimilars
BIOTHERAPEUTICS
• Regulatory System Strengthening
• Lifecycle Management
• GMPs
REGULATORY POLICY TECHNICAL STANDARDS
ETHICS & BUSINESS INTEGRITY
• Medical Education
• Sponsorship and Congresses
• Code Revision
COMMUNICATORS & SOCIO-ECONOMIC RESEARCH
NETWORKS

8. IFPMA Health Partnerships Directory
Build stronger health
systems and improve
healthcare access, health
awareness, and training
Pioneer innovative tools
and approaches
Improve scientific
knowledge in low and
middle income countries
to aid discovery of new
medicines and vaccines
Help economies grow
by improving health in
developing countries
A continuously expanding database:
What do health partnerships do?
+ 330 partnerships
+ 26 member companies
+ 1000 partners

9. Background
1.

10. 1.
•Traditional media vs. social media (grown by 16%)
•Social media took us by storm
 Gather info
 Gain insights
 Allow direct exchange with audiences
 Add value
 Shape perceptions
 Build trust
 Game changer on data
 Well crafted communications strategies aimed at engaging
with key stakeholders in meaningful way ultimately enhance
our credibility as valuable partner
Social media: Why bother?

11. 1.
Social media landscape
1. Polarised and Political 2. United by common hashtags 3. Rich in content
4. Key influencers in global health 5. Media – regular top-tier contributors
#WHA70
#vaccineswork
#antimicrobial
Community of
antivaxxers, activists,
pricing, cost conundrum

12. Challenges
• Regulatory barriers, codes of practice
• Lack of knowledge on how to use it effectively
• Fear of making mistakes
• Lack of social media structure or policy
• Concern on what to communicate on a regular basis
• Concern on antagonizing with your stakeholders
• Lack of clarity on what can be done
• Lack of coverage of regulatory issues
Less troublesome
• Data leaks
1.

13. Objectives
2.

14. 2.
∙ Increase the reach and influence of IFPMA on selected social media
channels to proactively shape the conversation
∙ Showcase the different types of global health partnerships for
target audiences to understand we dont work in silo
∙ Increase understanding of IFPMA’s perspective on key pharma-
related issues through the creation of shareable content assets

15. 2.
5.
CREATE A
CONSTANT
DRUMBEAT
4.
COORDINATE
WITH
PARTNERS
3.
CREATE
CONTENT
2.
THOUGHT
LEADERSHIP
ON
INNOVATION
1.
BUILD
SUPPORT
How to get there …

16. Overview of channels & best practices
3.

17. Do’s & Don’ts
 Keep it short
 Tweet strategically
 Tweet often
 Tweet your own content
 Plug in to tweet chats and
live tweet
 Spell check
x Be a robot
x Overuse hashtags
x Spam
x Speak alone
x Leave your account dormant
x Use shortcuts
3.

18. How we do it
4.

19. 4.

20. 4.
http://www.pharmabynumbers.com/

21. DG’s Social Media
4.

22. How to use it effectively
Develop a strategy
• Who we’re trying to reach
• Relevant profiles/influencers you want to connect with
• Your overall goals
• For example:
• build awareness
• Post our communications tools generated for this occasion
• Generate leads or get website traffic
• Our “voice”
• What you’ll be posting/tweeting
• Your Posting/Tweeting schedule
• How you plan on engaging with other users
 Having a plan in place will ensure we’re working toward a specific goal and
building an account that will help gain better understanding of issues at
stake
4.

23. Brand voice
5.

24. 5.
Brand voice
Tone
Honest, direct, scientific,
evidence based
humble
Purpose
Engage, raise awareness,
Inform, amplify
Impact
Authoritative reference
Language
Complex, simple,
savvy, serious
Character
Professional, inspiring,
trusted
Our formula

25. Content calendar
6.

26. 6.
Week 13
27 March
Week 14
3 April
Week 15
10 April
Week 16
17 April
Week 17
24 April
World TB Day
#WorldTBDay
#UnitetoEndTB
APAC & Asia
Regulatory
Japan
NTDs
Global Partner
Meeting
19 April
#NTDs
World Immunization
Week
Geneva Pharma Forum
1. Flu Vax
2. Shortages
#VaccinesWork
IP World Day
#worldipday
Planning ahead

27. KPIs
7.

28. KPIs & metrics
Objective Metrics Data Source
Awareness
Number of online mentions across all channels
Reach of content on owned social media platforms
Impressions generated by content on owned social
media platforms
Reach of hashtag
Social monitoring tool
Social media platform’s native analytics tools
As above
Hashtag tracking tool/Social monitoring tool
Engagement
Social media likes and comments
Social media shares (including Twitter RTs and
Favourites)
Video views and subscribers
Blog subscribers
Number of users adopting campaign hashtag
Social media platform’s native analytics tools
As above
Blog analytics
Hashtag tracking tool/Social monitoring tool
Action
Clicks
Downloads/requests for information
Number of times owned content has been embedded
elsewhere
Google Analytics
Google Analytics
Social monitoring tool
Advocacy
Sentiment
User generated content developed outside of owned
channels
Social monitoring tool
As above
7.

29. 7.
Traditional quantitative data
- Twitter: increased likes, increased retweets, increased followers
- LinkedIn: increased shared, increased followers
- IFPMA owned platform: increased referred traffic from social
Sentiment - Quality
- Increase in positive sentiment
- Decrease in negative sentiment
Tracking of mentions (Twitter) and comments (LinkedIn), manual or using software
Quality of content
- IFPMA owned platform: time spent on page, unique page views
Metrics

30. Concluding remarks

31. Again & again …
PLAN RETROPLAN PRIORITIZE
EXECUTE
MEASURE

32. In short
• Are my TA using social media?
• What tools are they using?
• Who are the influencers I should target?
– Content they share
– Their outreach
– Does their content resonate with yours
• How are others using social media?
• How do I measure success?
– Always quality over quantity

33. Thank you
s.kaenzig@ifpma.org
www.ifpma.org
Follow us on
@ifpma
@ThomasCueni
@skaenzig

34. Thank you!