Pharma Social Media Tools (Slideshare)

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Presentation given by DJ Edgerton and Guy Mastrion of Pixels & Pills on "What's Next in Social Media for Pharma". The presentation was given at the CBI Social Media Tools Summit and explores cutting edge uses of social media by various pharma/healthcare companies.

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Pharma Social Media Tools (Slideshare)

  1. 1. What’s Next in Social Media
  2. 2. Who We Are
  3. 3. Who We Are Pixels & Pills is a collaborative effort between Palio and Zemoga, two creative and complementary marketing firms that have been working together for over eight years. Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  4. 4. Who We Are Pixels & Pills combines Zemoga's native digital roots with Palio's deep pharmaceutical domain expertise to optimize digital education strategies for pharmaceutical companies, physicians, and patients. We see a chance here to leverage technology and empower everyone with information, opportunity and education. Our Pixels & Pills blog is a platform for dialogue, insight and idea sharing. Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  5. 5. Who We Are Guy Mastrion Chief Creative Officer PALIO DJ Edgerton Chief Executive Officer ZEMOGA Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  6. 6. Social Media & Pharma
  7. 7. Common Wisdom -2009 <ul><li>Social Media is scary. </li></ul><ul><li>We’re not going to be the first to jump. </li></ul><ul><li>Wait for the FDA to issue guidelines. </li></ul>Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  8. 8. Common Wisdom -2010 <ul><li>Not using Social Media is scary. </li></ul><ul><li>If we don’t do something, our competitors will. </li></ul><ul><li>The FDA – “Better to ask for forgiveness than permission”. </li></ul>Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  9. 9. Companies Using Facebook Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  10. 10. Companies Using Twitter Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  11. 11. Facebook Can Work for Pharma
  12. 12. State of Facebook <ul><li>More than 400 million active users. </li></ul><ul><li>50% of active users log on to Facebook in any given day. </li></ul><ul><li>Average user has 130 friends. </li></ul><ul><li>People spend over 500 billion minutes per month on Facebook. </li></ul>Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  13. 13. State of Facebook <ul><li>There are over 160 million objects that people interact with (pages, groups and events). </li></ul><ul><li>Average user is connected to 60 pages, groups and events. </li></ul><ul><li>Average user creates 70 pieces of content each month. </li></ul><ul><li>More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. </li></ul>Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  14. 14. What’s Next?
  15. 15. The Challenge for Pharma <ul><li>Meet users expectations regarding ability to create content and engage in a dialogue. </li></ul><ul><li>Curate/facilitate conversations without running afoul of DTC regulations. </li></ul><ul><li>Effectively monitor conversations around products and brands while managing AE reporting risk. </li></ul>Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  16. 16. Pfizer & EMD Serono’s MSVoices Facebook Page http://www.facebook.com/home.php?#!/MSVoices?ref=ts Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  17. 17. Pfizer & EMD Serono’s MSVoices Facebook Page http://www.facebook.com/home.php?#!/MSVoices?ref=ts Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  18. 18. Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved. MSVoices Facebook Page Content Management Process
  19. 19. Semi-Automated Content Management System Menu lists sections for easy management Post Management Folders Post Status Selection (by Administrator) Administrator Login Built completely in FBML with API Integration
  20. 20. … and soon the process will evolve even further. Administrator Login
  21. 21. Patent File # 61267933 Multiple Sclerosis is bull . I have had the disease for six months & I’m so sick of it. A. Offensive Language B. Commercial Terms C. Clinical Terms All Offensive terms in use. Examples: Company & product names for the market segment E. Other Terms Examples: Diarrhea Nausea Infected Vomiting Examples: Attorney Suit Liable neglect H(X)=E(I(X)) Semantic Filtration Database Categories POST THEN Acceptable POST to Wall Unacceptable Send rejection Email Adverse Event Report Process IF After identifying terms from the Semantic Categories (or not) the application sends the POST to one of a number of Folders. The Monitor will then run each word or phrase through the Semantic Filter 1. H(Multiple)=E(I(  )) 2. H(Sclerosis)=E(I(  )) 3. H(is) +E(I(  )) 4. H(bullshit)=E(I (bull )) ….. 5. H(I)=E(I(  )) 6. H(have)=E(I(  )) 7. H(had)=E(I(  )) 8. H(the)=E(I(  )) etc….
  22. 22. <ul><li>Unleashes the full functionality of Facebook. </li></ul><ul><li>Users can post content and engage in a dialogue just like any other page. </li></ul><ul><li>SEMANTIC FILTERING dramatically speeds up post approval time allowing for near real time conversations. </li></ul><ul><li>New technology will automate this process even further letting Pharma companies optimally utilize the world’s most popular digital platform. </li></ul>Pfizer & EMD Serono’s MSVoices Facebook Page Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  23. 23. Making Twitter Work for You
  24. 24. State of “Twitterverse” <ul><li>Over 105 million registered users. </li></ul><ul><li>Approximately 300,000 new users a day. </li></ul><ul><li>180 million unique visitors a month. </li></ul><ul><li>600 million search queries a day. </li></ul>Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  25. 25. State of “Twitterverse” A powerful platform but … Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  26. 26. State of “Twitterverse” <ul><li>Twitter has a user retention rate of 40%. </li></ul><ul><li>Many people drop the service after a month. </li></ul><ul><li>The site may reach only 10% of Internet users. </li></ul><ul><li>Spam remains a huge problem. </li></ul><ul><li>Ironically, Twitter content works best outside Twitter web application </li></ul><ul><ul><ul><li>75% of users access through a third party app </li></ul></ul></ul><ul><ul><ul><li>Users have invented conventions like the hashtag for basic filtration (e.g.#FDASM) </li></ul></ul></ul><ul><ul><ul><li>Smart aggregation cuts through the waste. </li></ul></ul></ul>Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  27. 27. What’s Next?
  28. 28. How Some Pharma Companies are Leveraging the Conversation Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  29. 29. The Challenge for Pharma <ul><li>Join the conversation, establish a dialogue. </li></ul><ul><li>Provide patients/consumers with relevant content and filter out spam and irrelevant posts. </li></ul><ul><li>Bring the valuable content to the large percentage of consumers not inclined to use Twitter. </li></ul><ul><li>Evolve offerings to meet the changing needs of the “realtime web” </li></ul>Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  30. 30. #fdasm – Fabio Gratton’s Social Media Movement http://www.fdasm.com Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  31. 31. <ul><li>Fabio Gratton of Ignite used a hashtag to organize a community. </li></ul><ul><li>#fdasm was used as a clearing house for information, conversation and coverage of the FDA hearings on social media. </li></ul><ul><li>But Twitter was just the starting point. Gratton used the hashtag content stream as the core content for an online repository for all things related to the hearings and Pharma’s use of social media. </li></ul><ul><li>The result? A dynamic, online information resource that remains relevant months after the original event. </li></ul>#fdasm – Fabio Gratton’s Social Media Movement Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  32. 32. Pixels & Pills Health Tweeder http://healthtweeder.com Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  33. 33. Pixels & Pills’ Health Tweeder http://healthtweeder.com Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved. <ul><li>Pixels & Pills algorithms scan, identify and capture tweet chatter in real time using relevant disease search terms, hashtags, and people we’ve identified as worth following (curated content) </li></ul><ul><li>Petri dishes grow and shrink based on the volume of the content relative to each other </li></ul><ul><li>At any one time, each dish (and all of them combined), provide a dynamic view of disease state dialogue </li></ul><ul><li>Simple bar charts provide additional visual cues to the popularity of individual tweets </li></ul>
  34. 34. … and What’s Coming Next? Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  35. 35. Zemoga’s Newest Twitter App Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  36. 36. Follow Me Process Map Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved. <ul><ul><ul><li>An innovative approach to engaging patients, caregivers and physicians through patient focused micro-group’s. </li></ul></ul></ul><ul><ul><ul><li>Follow Me leverages the emerging groundswell of consumer “check-in” behavior to provide easy, one touch insight and analysis into patient condition, mood and compliance on a daily basis. </li></ul></ul></ul><ul><ul><ul><li>It facilitates efficient and timely 2-way communication among participants. </li></ul></ul></ul>
  37. 37. Follow Me’s HCP Feature Set Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved. <ul><ul><ul><li>HCP Web Dashboard Provides: </li></ul></ul></ul><ul><ul><ul><ul><li>Fast and simple Patient to HCP / HCP to Patient connection. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Dashboard for HCP’s with Simple Visualization of Hundreds of participating patients in Selectable Single Views. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Current Status for all patients. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Sorting/Filter options to narrow in on groups. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Zoom In on a specific patient (Basic data set) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Configurable HCP preferences (filter and one click responses) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Semi-automated single click responses (Email/Text/IM) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Configurable trigger points for Email/Text/IM alerts to HCP </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Special HCP definable monitoring configurations can alert on non-participation or consecutive negative entries for patients over days </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Aggregation features can be used to view configurable data sets (gender, age, compliance or status) </li></ul></ul></ul></ul>
  38. 38. Follow Me’s Patient Feature Set Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved. <ul><ul><ul><li>Patient Dashboard Provides: </li></ul></ul></ul><ul><ul><ul><ul><li>Opt-in Personal Profile Set up </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Accessible by Mobile Device or Net connected Computer </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Simple point and select Drop down menus </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ability to be followed by many HCP </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Disease State Contextualized Menu Content </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Simple Process to Request Connection to HCP and Family </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Emoticon Based Emotional State Selection System </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Medication Compliance Tracker </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Other Simple Physiological Parameter Entry options </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Medication Reminder Alerts </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Freeform Commentary Option </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Multiple entries per day possible </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Caregiver Sign-in and Data entry permissions </li></ul></ul></ul></ul>
  39. 39. Follow Me’s Family/Caregiver Feature Set Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved. <ul><ul><ul><li>Family/Caregiver Dashboard Provides: </li></ul></ul></ul><ul><ul><ul><ul><li>Opt-in on invitation only </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Current and trend view of patient emotional state (med Compliance if Authorized) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Configurable Email/IM/Text alerts for condition change </li></ul></ul></ul></ul><ul><ul><ul><ul><li>HCP cc option – if HCP communicates with the Patient </li></ul></ul></ul></ul>
  40. 40. Follow Me Screenshots Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  41. 41. Follow Me Screenshots Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  42. 42. Follow Me Screenshots Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  43. 43. Follow Me Screenshots Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  44. 44. Follow Me Screenshots Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  45. 45. Follow Me Mobile Screenshots Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved. Drug XYZ
  46. 46. Trends to Watch – AR & Geolocation
  47. 48. Humana’s “Crumple it up” Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  48. 49. TPS – Humana’s Tweet Positioning System http://tps.crumpleitup.com Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  49. 50. TPS – Humana’s Tweet Positioning System http://tps.crumpleitup.com Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  50. 51. TPS – Humana’s Tweet Positioning System <ul><li>Created by Humana for internal use. </li></ul><ul><li>A “Mashup” of the Twitter API and Google Maps. </li></ul><ul><li>Provides a “real time” snapshot of discussion. </li></ul><ul><li>Allows for a ‘local view” of the Twitterverse, increasing relevancy of content for consumer. </li></ul>Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  51. 52. TPS – Humana’s Tweet Positioning System FROM THE HORSE’S MOUTH … “ Why is Humana developing a Twitter tool? Part of our innovation center staff is focused on understanding and empowering communities around health and wellness. So we play in the social media space to try and better understand online communities and conversations around the topic. We’re just as addicted to Twitter as a lot of other people are and started thinking of ways to use it to benefit Humana. We developed TPS to help inform our new product development, event management, customer service and sales and marketing teams about local conversations around certain topics. Turns out the tool might be useful for people besides us so we figured we would share.” Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  52. 53. Trend to Watch – Mobile Applications
  53. 54. State of the Mobile Platform <ul><li>There are more than 100 million active users currently accessing Facebook through their mobile devices. </li></ul><ul><li>People that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users. </li></ul><ul><li>As of January 2010, 30% of smartphone users accessed social networks via mobile browsers — this was up from 22.5% in 2009. </li></ul><ul><li>Year on year, Twitter usage via mobile browsers  was up 347%  while Facebook mobile browser usage  was up 112% . </li></ul>Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  54. 55. Web MD’s – iPhone Application http://www.webmd.com/mobile Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  55. 56. Web MD’s – iPhone Application <ul><li>Much easier and simpler to navigate than the WebMD website. </li></ul><ul><li>An optimized mobile experience. </li></ul><ul><li>“ identify a pill by shape, color or imprint”. </li></ul><ul><li>A free download that drives users to the more robust online service offerings. </li></ul>Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  56. 57. Conclusion THIS THIS AND … are just the beginning … Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.
  57. 58. Let Talk About What’s Next!
  58. 59. Let’s Keep the Conversation Going! Guy Mastrion [email_address] @gmastrion www.palio.com DJ Edgerton [email_address] @wiltonbound www.zemoga.com Entire contents ™ and © 2010, Pixels & Pills, Inc. All Rights Reserved.

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