Social Media Marketing in Bio Pharma


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Just a starting point for the ongoing, and continually evolving, pursuit for success with social media and e-marketing success in the biotech, pharmaceutical, medical marketplace

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Social Media Marketing in Bio Pharma

  1. 1. Social Media Marketing in BioPharma<br />Is the industry’s ultimate Red-Face test<br />By: Frank F. Dolan<br />@pharma411<br />
  2. 2. Social Media land grab<br />Investing in the continuum or just creating another disparate channel?<br />Talking to BioPharma marketers everyday, I cannot help but wonder if we are taking our historical training with us into the new marketplace.<br />As someone trained in pharma, I remember the classic formula to marketing effectiveness:<br /><ul><li>do a lot of stuff to customers
  3. 3. cram it into a spreadsheet
  4. 4. compare activity to sales</li></ul>As long as sales were high, most everything was rationalized. If not, low activity levels were stated as the reason for low sales… does quality count?<br />If quality wasn’t intensely measured then, how will that old approach succeed with Social Media? It won’t.<br />THINK<br />4v2<br />
  5. 5. What’s holding Pharma back?<br />Organizational behaviors, habits, and cultures discourage marketing innovation<br />Common (PharmaCo) illness<br /><ul><li>Departmental Silo’s
  6. 6. Crystal clear ROI
  7. 7. Do things 2 the market
  8. 8. Focus on “what we did”
  9. 9. Calls per day
  10. 10. Spreadsheets say Well Done!
  11. 11. Spending budget to Zero</li></ul>Rx for Success<br /><ul><li>Functions openly collaborate
  12. 12. Comfortable with soft metrics
  13. 13. Do things 4 customer types
  14. 14. Focus on “how we serve”
  15. 15. High value interactions
  16. 16. Customers say Well Done!
  17. 17. Investing with courage</li></li></ul><li>What does the strategy deliver?<br />Think about when, where, how Value Proposition exposure matters<br />Presence<br />Influence<br />Readiness<br />Readiness<br />Readiness<br />Actionable<br />Frequency<br />Shape Belief<br />Credibility<br />Value<br />Readiness<br />Readiness<br />Believability<br />Time Worthiness<br />Evidence<br />Frequency<br />
  18. 18. Reasonable next steps<br />Innovation is hard, easy wins can be misleading, opportunity is real<br /><ul><li>Know your place
  19. 19. The of the e-marketing/social media campaign is to be there when needed most by your customer
  20. 20. Listen more than you’re used to
  21. 21. The customer is keeping score anyway, why not know what yours is (at all moments)
  22. 22. Connect the campaign messages, metrics, and mission
  23. 23. It’s all about them
  24. 24. Move from an interruption marketing (do it 2 them) to servant offering (do it 4 them)
  25. 25. Beware of misleading indicators
  26. 26. Friends, like’s, connections, tweets are not on the SM scoreboard
  27. 27. Embrace the ambiguity
  28. 28. Get upper management to understand the need to be patient with time, reasonable with the budget, and aligned with the real return</li>