Web 2.0: Opportunities & Risks

          4th Annual Achieving Pharma Marketing
                        Excellence
       ...
What is Web 2.0
• a perceived 2nd generation of web-based
  communities and hosted services, such as
  social-networking s...
The Simple World of Yesterday

                                     HCPs



                Payors                        ...
The New World of Web2.0
    may marginalize Pharma if we are not careful

                                     HCPs



   ...
Web 2.0 is characterized by …
• Breakdown of traditional communications
  hierarchies

• Open, honest & transparent commun...
The ground shifting under our feet is that of …

• trust: from bureaucracies to community

• trust basis: from official in...
Web 2.0 Role in the Promotional Mix
              Relevant Ubiquity is the Major Opportunity




There is innovative oppor...
Getting Started with Web 2.0
• Regulatory/Legal Risk Assessment

• Clarification of Objectives Desired

• Strategic & Func...
4 Rule I Think Will Work with Web 2.0

1. Share control of the communication

2. Earn your community credibility

3. Plan ...
Web 2.0’s Strategic Benefits
• Rich In-depth Insighful Research

• Goodwill & Reputation with Customers &
  Stakeholders

...
Web 2.0’s Risks
• Primary
     – Off label communications
     – Adverse Event Reporting
     – Fair Balance Violations

•...
Source: White Paper, “Connecting with Patients, Overcoming Uncertainty” , September 2007,
 Envision Solutions, Cymfony, Se...
Source: White Paper, “Connecting with Patients, Overcoming Uncertainty” , September 2007,
 Envision Solutions, Cymfony, Se...
Source: White Paper, “Connecting with Patients, Overcoming Uncertainty” , September 2007,
 Envision Solutions, Cymfony, Se...
Suggested Next Steps
• Collaborate with internal stakeholders to evaluate
  prudent strategic Web 2.0 experiments

• Find ...
Further Reading
• Wikinomics, Tapscott & Williams

• Chloe Stromberg at Forester Research

• Wisdom of Crowds, Surowiecki
...
Q&A (today & after)

                        Craig A. DeLarge
                     cadelarge@yahoo.com
                   ...
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JacobFleming Pharma Marketing Excellence Conference - De Large Pharma Web 2.0

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Presentation I gave in Barcelona, Spain in 2008 about Web 2.0 oppertunities and risks for Pharma industry. Related video can be seen here: http://www.youtube.com/watch?v=0itY8oIIqsc. Enjoy!

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JacobFleming Pharma Marketing Excellence Conference - De Large Pharma Web 2.0

  1. 1. Web 2.0: Opportunities & Risks 4th Annual Achieving Pharma Marketing Excellence January 15th – 16th, 2008 Barcelona, Spain January 16th, 2008 © 2008, Craig A. DeLarge 1
  2. 2. What is Web 2.0 • a perceived 2nd generation of web-based communities and hosted services, such as social-networking sites & wikis which facilitate collaboration and sharing between users. • Rather than an update to technology, Web2.0 more precisely refers to a change in the way the internet is used. January 16th, 2008 © 2008, Craig A. DeLarge 2
  3. 3. The Simple World of Yesterday HCPs Payors Pharma Patient Advocates Caregivers Patients January 16th, 2008 © 2008, Craig A. DeLarge 3
  4. 4. The New World of Web2.0 may marginalize Pharma if we are not careful HCPs Payors Pharma Patient Advocates Caregivers Patients January 16th, 2008 © 2008, Craig A. DeLarge 4
  5. 5. Web 2.0 is characterized by … • Breakdown of traditional communications hierarchies • Open, honest & transparent communication (with decreased control) • Community and content trumps commerce • Information & support (service) are key currency (versus product) • UGC competes with Pharma-generated Content January 16th, 2008 © 2008, Craig A. DeLarge 5
  6. 6. The ground shifting under our feet is that of … • trust: from bureaucracies to community • trust basis: from official info. to recommendations • content production: from organizational to peers • internet’s value: from destinations to distribution • marketing’s value: from selling to service • customer’s desire: from command & control to engage & enhance January 16th, 2008 © 2008, Craig A. DeLarge 6
  7. 7. Web 2.0 Role in the Promotional Mix Relevant Ubiquity is the Major Opportunity There is innovative opportunity in every space above, especially from a non-branded perspective. It is for us to fill in the blanks. January 16th, 2008 © 2008, Craig A. DeLarge 7
  8. 8. Getting Started with Web 2.0 • Regulatory/Legal Risk Assessment • Clarification of Objectives Desired • Strategic & Functional Alignment • Experimental Mindset where Learning is initial ROI • Non-commercial, Relational, Collaborative Intention • An Unofficial, Transparent Voice January 16th, 2008 © 2008, Craig A. DeLarge 8
  9. 9. 4 Rule I Think Will Work with Web 2.0 1. Share control of the communication 2. Earn your community credibility 3. Plan for conversations versus communications 4. Seek relationship & sales will follow January 16th, 2008 © 2008, Craig A. DeLarge 9
  10. 10. Web 2.0’s Strategic Benefits • Rich In-depth Insighful Research • Goodwill & Reputation with Customers & Stakeholders • Authentic, Transparent Branding • Shaping and balancing of comm. environment January 16th, 2008 © 2008, Craig A. DeLarge 10
  11. 11. Web 2.0’s Risks • Primary – Off label communications – Adverse Event Reporting – Fair Balance Violations • Secondary – Community Alienation & Pharma Marginalization – Lost opportunity to shape & balance information & support environment January 16th, 2008 © 2008, Craig A. DeLarge 11
  12. 12. Source: White Paper, “Connecting with Patients, Overcoming Uncertainty” , September 2007, Envision Solutions, Cymfony, Seyfarth & Shaw January 16th, 2008 © 2008, Craig A. DeLarge 12
  13. 13. Source: White Paper, “Connecting with Patients, Overcoming Uncertainty” , September 2007, Envision Solutions, Cymfony, Seyfarth & Shaw January 16th, 2008 © 2008, Craig A. DeLarge 13
  14. 14. Source: White Paper, “Connecting with Patients, Overcoming Uncertainty” , September 2007, Envision Solutions, Cymfony, Seyfarth & Shaw January 16th, 2008 © 2008, Craig A. DeLarge 14
  15. 15. Suggested Next Steps • Collaborate with internal stakeholders to evaluate prudent strategic Web 2.0 experiments • Find relevant Web2.0 KOLs • Plan integration with present marketing mix • Join communities to observe & learn • Plan to engage or to be marginalized • Educate to balance environment January 16th, 2008 © 2008, Craig A. DeLarge 19
  16. 16. Further Reading • Wikinomics, Tapscott & Williams • Chloe Stromberg at Forester Research • Wisdom of Crowds, Surowiecki • Web2.0 Risks & Opps, DeLarge, January 2008 issue of www.PharmaVoice.com January 16th, 2008 © 2008, Craig A. DeLarge 20
  17. 17. Q&A (today & after) Craig A. DeLarge cadelarge@yahoo.com cdrg@novonordisk.com January 16th, 2008 © 2008, Craig A. DeLarge 21

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