All The Way & RauwCC on Social media for Pharma

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Handouts of the Social Media event for Pharma as held on July 15th 2012 in Antwerp.

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All The Way & RauwCC on Social media for Pharma

  1. 1. The way to get startedis to quit talking and begin doing.
  2. 2. Why Social Media?
  3. 3. Because social Media is the new big thing. There are 4,4 million Belgians on Facebook & 800 million worldwideTwitter is all over the press Competition has loads of Facebook friends
  4. 4. ?
  5. 5. Because it offers business value Fans, Tweets & Likes are vanity. ROI is sanity. It’s up to you to decide how crazy you can afford to be. Lori Taylor - social media guru
  6. 6. Last Century Awareness ¨ Interest ¨ Desire ¨ Action
  7. 7. The social consumer Social Input Explore Loyalty Buy Social Confirmation CelebrationNeed Post buying Experience Social Output
  8. 8. Paid Media CPC Mobile/Apps advertising Emailing Banners Emailing YouTube Google Images Campaign Google sites e- SearchOwned Media Company- website commerce site Google Maps Twitter Facebook Location Referring sites Based Services Blogs Fora Earned Media
  9. 9. Social Media in More networks:Belgium • YouTube • VimeoMAY 2012 • Dailymotion • Soundcloud • Foursquare • Path • Instagram • Flickr • Quora • Pintrest • Tumblr • Posterous • GetGlue • Miso • Qik VideoBron: http://bvlg.blogspot.com • Foodspotting • Runkeeper • Klout • Spotify • ...
  10. 10. World Belgium Network Profiles Network ProfilesFacebook 900.000.000 Facebook 4.600.000 Twitter 500.000.000 Netlog (+ NL) 4.000.000 LinkedIn 1.100.000 LinkedIn 150.000.000 Google+ 360.000 Google+ 90.000.000 Twitter 300.000Instagram 40.000.000 Instagram ?Foursquare 20.000.00 Foursquare ? Pinterest 12.000.000 Pinterest ?
  11. 11. • http://www.patientslikeme.com/symptoms • http://www.patientslikeme.com/symptoms/show/1-insomnia • http://www.patientslikeme.com/patients/treatment/296-trazodone-side-effects-and-efficacy?exclude_deceased=1&treatment_purpose_symptom=1- insomniahttp://www.patientslikeme.com • http://www.patientslikeme.com/patients/view/145561?patient_page=1
  12. 12. With as a final goal:Measurable Results What results would you like to achieve?
  13. 13. Wat is RauwCC? RauwCC is een Nederlands full service social media bureau en is op 1 mei 2010 opgericht. Heeft inmiddels 5 rauwe werknemers. en groeit hard. RauwCC maakt deel uit van de Cronos Groep. De Cronos Groep bestaat uit ruim 2.500 werknemers verdeeld over 200 bedrijven in de BeNeLux. De Cronos Groep bestaat ruim 20 jaar, is vorig jaar met 20% gegroeiden is financieel en operationeel 100% onafhankelijk.
  14. 14. RauwCC werkt onder andere voor...
  15. 15. Waarom doet RauwCC dit? We geloven dat je over social media vooral niet te ingewikkeld moet doen en gewoon moet aanpakken. Op z’n Rotterdamst dus! We werken graag met opdrachtgevers die geloven in een nuchtereaanpak van social media activaties en die openstaan voor co-creatie. We denken breder dan alleen social media,maar zorgen ook voor de brug van offline naar online en vice verca.Dit alles om de business van onze opdrachtgevers te laten groeien.
  16. 16. Social Media?
  17. 17. Social Media?
  18. 18. Waar staan we nu met social media?
  19. 19. Voordelen, vooroordelen en nadelen
  20. 20. De voordelen Vergroten van netwerk Verbeteren van klantrelaties Verhogen van loyaliteit Inzicht in de klant Kostenbesparend t.o.v. traditionele media Interactive recruitment Transparantie tussen afdelingen Kennisdeling tussen afdelingen Doelgroep gerichte actiesDirect inspelen op ontwikkelingen en trends Campagnes makkelijk bij te sturen
  21. 21. De vooroordelen ”Social media is gratis.” Het gebruik kost tijd en daarom wel degelijk geld. ”Social media is makkelijk.”Social media vraagt om een flexibele communicatie strategie en continu schakelen. ”Dat doet onze stagiair geloof ik” Een enthousiaste stagiair is toch echt niet de beste vertegenwoordiging van je bedrijf. ”Ik verdien niets aan social media.” De Return On Investment (ROI) op social media is beter meetbaar dan die op traditionele media en daarbij… Wat is de Risk Of Ignorance (ROI)?
  22. 22. De nadelen...
  23. 23. Social media in de bedrijfspraktijk
  24. 24. Sociaal kapitaal...
  25. 25. Wat is ‘sociaal kapitaal’?Sociaal kapitaal kan algemeen omschreven worden als ‘de hulpmiddelen die in een gemeenschap aanwezig zijn om de gezins- en sociale organisatie vorm te geven. Deze hulpmiddelen vinden hun voedingsbodem in acties zoals gemeenschapsactiviteiten, sociale steun en participatie. Belangrijke elementen van ‘sociaal kapitaal’ zijn de kwaliteit van sociale relaties, groepslidmaatschap, formele en informelenetwerken, gedeelde normen, vertrouwen, wederkerigheid en inzet voor de gemeenschap.
  26. 26. Goed, maar wat heeft dat met social media te maken?
  27. 27. Aha, best veel dus! ‘Social Capital’ is de optelsom van je online netwerk, je online reputatie, je online zichtbaarheid enje online vaardigheden om mensen te binden en te boeien. ‘Social Capital’ is de online variant van sociaal kapitaal.
  28. 28. Moeten pharma-bedrijven iets met ‘Social Capital’?
  29. 29. Ja natuurlijk! Maar begin binnen de organisatie.
  30. 30. Maak gebruik van het intern ‘Social Capital’.
  31. 31. Help medewerkers elkaar en elkaars kennis te vinden.
  32. 32. Rijkswaterstaat in Nederland gebruikt hiervoor Yammer.
  33. 33. Rijkswaterstaat & Yammer
  34. 34. Hoe gaat een groot bedrijf als Deloitte om met social media en ‘Social Capital’?
  35. 35. Deloitte maakt van haar medewerkers ‘medemerkers’...
  36. 36. Maar geeft haar medewerkers hiervoor wel richtlijnen!
  37. 37. Deloitte’s Social Media Policy
  38. 38. Deloitte’s Social Media Policy
  39. 39. WerkenbijDeloitte.nl
  40. 40. Deloitte’s Career Portal Resultaten
  41. 41. Deloitte’s Career Portal Resultaten
  42. 42. Deloitte’s Career Portal Resultaten234% meer traffic via social media dan via jobboards!
  43. 43. Tot slotSocial media heeft een wereldwijd bereik… Maar vereist een locale aanpak en… Begint bij jezelf!
  44. 44. Mijn naam is Maarten Reijgersberg Social Media ArchitectVragen over social media strategie en implementatie? maarten@rauwcc.nl @RauwCC
  45. 45. All The Way is a full service social media agency Strategy Concept & Creativity Storytelling & Training Execution Conversation Advertising Design Analytics Development
  46. 46. Issues• Legal and regulatory• Fear• Lack of knowledge• Organizational
  47. 47. Medical landscape in changing• Social and technological (r)evolution• Patients and doctors are searching and discussing medical information online• Commercial visits to doctors are restricted and less fruitful• Prevention is becoming important (healthy lifestyle, Quantified self)• Lower profit margins (McKinsey: A wake-up call for Big Pharma)
  48. 48. http://www.eyeonfda.com/wp-content/uploads/2011/12/Pharma-Social-Media-Overview-Snapshot-12-21-11-2.pdf
  49. 49. Pharma brands, think global, actlocal; what are you waiting for?
  50. 50. Buzz monitoring & conversation management• What is being said on some topics, keywords, companies, brands• Is it positive or negative?• Who are the influencers?• Where is it said? social? blogs? Forums? Newssites?• When are people talking?
  51. 51. NOW• People are talking about your brand and your products• There’s already a lot of (mis)information out there• A lot of questions remain unanswered or people don’t know where to ask• Fear of negative comments and adverse events reporting
  52. 52. http://www.visibletechnologies.com/resources/white-papers/adverse-events/
  53. 53. Patients Clinical Trials EOL sales recruitment HCP’s KOL Product engagement Launch Product LifecycleCommercial Team Sales Force support Internal Team
  54. 54. Start now• Listen• Training• Social media policy• Define goals and strategy• Start small• Involve your management• Make someone responsible• Use appropriate tools• Measure
  55. 55. What results would you like to achieve?• Reach specific target groups • Reaching marketing & sales goals: • Patient • Recruiting for clinical trials • Health Care Practitioners • Engaging with Key Opinion • Stakeholders within the company Leaders • Optimizing sales force effectiveness • Promoting end of lifecycle products • Launching new products
  56. 56. Clinical Trials Awareness creation and taking recruitment away inhibitors • Objective: Lower the barrier • Channels • Inform extensively on YouTube • Connect with potential audience via Facebook and Twitter • Via platforms and clinical trial centers
  57. 57. KOLengagement Engaging with KOL’s • Objectives: • Build a community of ambassadors • Channels • Dedicated community websites (extra to continuous medical education) • LinkedIn as a professional and discrete channel for professional communication (chinese walls between private & professional activities)
  58. 58. ProductLaunch Be where the patients are • Objective: Inform and attract • Rx / OTC
  59. 59. ProductLaunch Patient communities J&J purchased the online community Children With Diabetes in 2008 for a reported $6-7 million. The online community’s goal is to promote understanding of the care and treatment of diabetes, especially in children; to increase awareness of the need for unrestricted diabetes care for children at school and daycare; to support families living with diabetes; and to promote understanding of research into a cure.
  60. 60. ProductLaunch Patient communities • Proprietary patient communities struggle to survive: • The are expensive to build • It’s a technical challenge to keep them “up to standards” (with Facebook being the standard) • They are not part of patient’s daily lives as they are only focussed on the disease and other patients. • It’s difficult (impossible) to strike a balance between commerce and neutrality • Ideally the patient community should be part of a bigger, more general ecosystem ...
  61. 61. ProductLaunch Patient communities on Patient Communities are much easier to build on Facebook, which makes it simple for patients themselves to launch and maintain such an initiative.
  62. 62. ProductLaunch More Facebook ideas • Facebook advertising: targeting (age, gender, open graph, ...) • Facebook apps: • Remember to take medicine, replace lenses, etc. > stimulate therapeutic ... • Facebook pages: theme page (ranging “Hangover monday” tot “something serious”
  63. 63. ProductLaunch How NOT to be on Facebook Don’t replace a Facebook page with an app that has no use. Keep you presence up-to- date and alive!
  64. 64. ProductLaunch YouTube as a channel • Instructions on how to use, apply, ... (medical devices, oogdruppels, lenzen, ...) - YouTube • http://www.youtube.com/watch?v=TWeZljr7ZSo • http://www.youtube.com/user/JNJhealth
  65. 65. Sales Force Optimizing sales force support effectiveness • Objective: Supporting the sales story through targeted information • Rx / OTC • Channels • LinkedIn as a professional and discrete channel for professional communication • Health channel (J&J) • Invitations for medical events • Product information (pre & post launch) • (closed) Twitter account for therapeutic area’s • Blogs • Reporting on medical events (see also KOL’s) • Patient compliance - medication programs
  66. 66. EOL sales Strengthen Brand love • Objective: Offer added value as a brand to generate pull model • Use social media to offer extra’s (e.g. information, tips, ...) • Channels • Facebook presence with conversation management • Content marketing • Join the conversation • Fora, Facebook, blogs, ... • Video channels
  67. 67. EOL sales Content Marketing with Video The site (YouTube channel) has six themed channels to reach different stakeholder groups, including patients, healthcare professionals, employees, media, financial analysts and shareholders.http://www.youtube.com/user/sanofiaventisTVfr
  68. 68. Research• http://social.eyeforpharma.com/sales/special-report-mobile-apps-and-pharma• http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/• http://www.everyheartbeat.org/• http://www.patientslikeme.com/about • https://www.facebook.com/PatientsLikeMe• “The patient is part of the healthcare team.” • http://www.frankwatching.com/archive/2012/05/20/ehealth-als-grote-belofte-voor-zorgvernieuwing/• http://www.scanadu.com/
  69. 69. How to manage all of that?Listen Think Do Monitor
  70. 70. "When we consider a project, we reallystudy it - not just the surface idea, buteverything about it.And when we go into that new project, webelieve in it ALL THE WAY.We have confidence in our ability to do itright. And we work hard to do the bestpossible job."Walt Disney

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