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Can Pharma Embrace Social Media?


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A presentation as part of the Social Media for Pharma summit. Slides developed, and shared, in conjunction with AdvanceMarketWoRx.

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Can Pharma Embrace Social Media?

  1. 1. Can Pharma Embrace Social Media? Social Media in Pharma July 12, 2011 <ul><ul><li>Panel: </li></ul></ul><ul><ul><li>Alex Butler , EMEA Marketing Communications Manager, Janssen </li></ul></ul><ul><li>Daisy Chhatwal , Senior Manager Regulatory Affairs, MedImmune </li></ul><ul><li>Ellen Hoenig-Carlson , Founding Partner, AdvanceMarketWoRx </li></ul><ul><li>Eileen O’Brien , Director of Search & Innovation, Siren Interactive </li></ul>
  2. 2. Agenda <ul><ul><li>Is social media right for Pharma? </li></ul></ul><ul><ul><li>How can pharma get started in social media? What are the first steps?  </li></ul></ul><ul><ul><li>Who in pharma is doing a good job of using social media? </li></ul></ul><ul><ul><li>What are some industry best practices? </li></ul></ul>
  3. 3. Is Social Media Right for Pharma?
  4. 4. Traditional Model: Engage Physicians Pharma
  5. 5. Emerging Model: Engage Physicians & Patients Pharma
  6. 6. The Power of Social Media Source: Jake McKee & 1% Key Influencers 9% Sharers 90% Audience
  7. 7. Cautionary Tale <ul><li>KV Pharmaceutical Company launches Makena </li></ul><ul><li>The News </li></ul><ul><ul><li>“ First and only treatment approved by the U.S. Food and Drug Administration (FDA) to reduce the risk of preterm birth in women who are pregnant with single baby and who have delivered a baby too early (preterm) in the past.” </li></ul></ul><ul><li>OR </li></ul><ul><ul><li>“ Premature labor drug spikes from $10 to $1,500” </li></ul></ul><ul><ul><li>- MSNBC </li></ul></ul>
  8. 8. Cost Storyline Pushed on Facebook <ul><ul><li>>1,200 Likes in a week </li></ul></ul><ul><ul><li>Widespread attention </li></ul></ul><ul><ul><li>Media frenzy </li></ul></ul>
  9. 9. A Trust Partner Lost <ul><li>“… immediately cease and desist the use, distribution or publication of or reference to the March of Dimes name and/or logo on any materials or communications in connection with KV Pharmaceuticals.” </li></ul><ul><li>Jennifer Howse </li></ul><ul><li>President, March of Dimes </li></ul>
  10. 10. A Teachable Moment <ul><ul><li>KV sent cease and desist letter to pharmacies </li></ul></ul><ul><ul><li>FDA announces: no enforcement action </li></ul></ul><ul><ul><li>U.S. Representatives respond </li></ul></ul><ul><ul><li>KV shares plummet </li></ul></ul><ul><ul><li>KV cuts price in half </li></ul></ul>
  11. 11. What is “Right” For Pharma <ul><ul><li>Listen and learn </li></ul></ul><ul><ul><ul><ul><li>Funnel adverse events via standard procedures </li></ul></ul></ul></ul><ul><ul><li>Offer value by creating “ shareworthy” material, make it easy to share, let patients take it social </li></ul></ul><ul><ul><li>Social media is a tactic, not a strategy: should support marketing or organization goals </li></ul></ul>
  12. 12. How Can Pharma Get Started Photo Credit: The Cournell Group
  13. 13. Getting Started Ask Yourself… ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. WHY? WHO? WHERE? WHAT? WHEN?
  14. 14. Ask Yourself… <ul><li>For the sake of… </li></ul><ul><li>What Company or Brand Objectives? </li></ul><ul><ul><li>How will we define success? </li></ul></ul><ul><ul><li>What will we measure? </li></ul></ul>Why? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
  15. 15. Ask Yourself… <ul><li>Which customers/patients? </li></ul><ul><ul><ul><li>How do they learn now? </li></ul></ul></ul><ul><ul><ul><li>Unmet needs? Consistent by segment? </li></ul></ul></ul><ul><ul><ul><li>Current media/SM usage? </li></ul></ul></ul><ul><ul><ul><li>Media/SM savvy? </li></ul></ul></ul><ul><ul><ul><li>Disease implications for SM? </li></ul></ul></ul>Who? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
  16. 16. Ask Yourself… <ul><li>Which SM Platforms? </li></ul><ul><li>Assess & prioritize across 7 factors: </li></ul><ul><ul><li>Fulfills brand objectives </li></ul></ul><ul><ul><li>Meets media/SM habits/savvy </li></ul></ul><ul><ul><li>Disease Considerations </li></ul></ul><ul><ul><li>Competitive Considerations </li></ul></ul><ul><ul><li>Resources needed to establish </li></ul></ul><ul><ul><li>Resources needed on-going </li></ul></ul><ul><ul><li>Fit with company values/risk appetite </li></ul></ul>Where? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
  17. 17. Ask Yourself… <ul><li>What will SM effort look like? </li></ul><ul><li>Branded? Unbranded? </li></ul><ul><li>Define: </li></ul><ul><ul><li>Value-add strategy </li></ul></ul><ul><ul><li>Content strategy </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Interactivity </li></ul></ul><ul><ul><li>‘ Ownership’ and openess </li></ul></ul><ul><ul><li>Voice </li></ul></ul>What? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
  18. 18. Ask Yourself… <ul><li>Launch timing? </li></ul><ul><li>Go-to-market requirements? </li></ul><ul><li>Iterative? Continuous learning… </li></ul><ul><li>Wise to ask: What if’s… </li></ul><ul><ul><li>Internal processes in place? </li></ul></ul><ul><ul><li>Back-up plans thought through? </li></ul></ul>When? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
  19. 19. Why? When? What? Wh0? Where? Program Outline? Timing & Roll-out? Which SM Platforms? Brand Objectives? Which Customers? Continuous Learning is Key to the Spontaneity SM Demands ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
  20. 20. <ul><ul><li>It’s OK to start small…dip your toes… </li></ul></ul>Photo Credit: iStock ©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
  21. 21. Who is Doing it Right?
  22. 22. BioPharma Presence <ul><li>More than 40 channels on YouTube from biopharma companies on prescription drugs, unbranded disease awareness and companies </li></ul>
  23. 23. YouTube Comments <ul><li>Comments can be turned off, allowed to go live immediately or sent for approval via email </li></ul><ul><li>Most biopharma companies choose not to accept comments and refer people to their other communication channels </li></ul>
  24. 24. Pharma on Twitter
  25. 25. Major Companies on Twitter <ul><ul><li>More than 55 biopharma Twitter accounts: company, disease awareness and branded </li></ul></ul><ul><ul><li>Many using as PR vehicle, not necessarily interacting with audience </li></ul></ul>
  26. 26. Johnson & Johnson
  27. 27. Pfizer Corporate Account
  28. 28. AstraZeneca Helps
  29. 29. 1 st Brand Tweet: Levemir
  30. 30. 1 st Pharma Tweetchat: #RXSave
  31. 31. Pharma on Facebook
  32. 32. Pharma & Facebook <ul><ul><li>Gardasil was first </li></ul></ul><ul><ul><li>Today, more than 40 biopharma pages for companies, brand and unbranded communications </li></ul></ul><ul><ul><ul><li>Closed wall = 1 way </li></ul></ul></ul>
  33. 33. Comments Allowed: New FB Policy
  34. 34. Wall With Comments & Company Responses
  35. 35. Pharma Online Communities
  36. 36. Biomarin ’s
  37. 37. J&J ’s
  38. 38. Hubspot ebook: 101 Marketing Quotes
  39. 39. Best Practices
  40. 40. Questions?