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Social Media for Pharma: Past, Present and Future


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The potential of using social media to increase awareness of healthcare issues, find health related information - and products - has become the ‘hot’ subject in pharmaceutical communications; an increasing proliferation of ‘patient-to-physician’ and ‘physician-to-physician’ websites means that healthcare information is more widely available than ever before. How can pharma be engaging in this conversation...and with whom?

Originally presented at the Social Media in Pharma workshop in London, this presentation takes a look back at where the industry has been, where many industry players are, and what's on the horizon for digital health.

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Social Media for Pharma: Past, Present and Future

  1. 1. 23 January 2012Social MediaOur Past, Present, and the Future of Digital Health Online
  2. 2. What we’ll discuss today WORKSHOP AGENDA Digital landscape analysis Social Media evolution: a timeline The digital engagement imperative Stop me if you‟ve heard this before (how to engage online) A word from Your Consumer A word from the Media A Strategic Way Forward Mobilize Influencers Case Studies Brainstorm Close 2
  3. 3. Digital landscape analysis
  4. 4. Internet users in the world Oceania / Australia, 1% Middle East, 3.30% Africa, 5.70% Lat Am / Caribb, 10.30% Asia, 44% North America, 13% Source: Internet World Stats: www.internetworldst; March 31, 2011 Europe, 22.70% 4
  5. 5. Online sentiment – social networking 5
  6. 6. Engagement has always been social, but the channels have evolved… 6
  7. 7. Global social network penetration BASED ON PERCENTAGE OF THE POPULATION Higher use Above average Below average Lower use (< 70%) (52% - 70%) (40% - 52%) (>40%)• Philippines • Malaysia • Canada • Germany• Indonesia • Brazil • China • South Korea • Russia • Australia • Japan • India • UK • Singapore • Netherlands • Poland • Italy • Mexico • Spain • Hong Kong • France • USA Source: globalwebindex 52%; Designed by: average 7
  8. 8. Global snapshot of social networking 2011 (Legend) Behavior types active social networkers (millions) messengers and mailers content sharers joiners and creators of groups Source: globalwebindex;; Designed by: 8
  9. 9. Global map of social networking Netherlands: 6.30 m 45% 42% 18% Russia: 26.06 m Poland: 12.03 m 56% 62% 46% Canada: 11.72 m UK: 19.27 m 48% 46% 26% 54% 43% 26% 44% 40% 28% China: 155.29m Germany: 18.81 m 47% 53% 34% France: 15.92 m 47% 46% 26% USA: 114.55m 57% 45% 28% Japan: 13.66 m 51% 51% 20% 16% 16% 8% Italy: 12.66 m Spain: 10.10 m 38% 49% 36% India: 26.06 m 50% 64% 49% South Korea: 10.93m 47% 45% 36% 23% 33% 11% Hong Kong: 2.56 m Mexico: 12.80 m 39% 56% 33% 52% 63% 37% Malaysia: 11.50 m Singapore: 1.96 m 54% 63% 41% 48% 57% 32% Indonesia: 18.93 m Philippines: 14.43 m Brazil: 33.49 m 57% 66% 52% 60% 73% 46% 54% 51% 34% Australia: 7.05 m 50% 48% 27%Behavior types active social networkers (mil) messengers and mailers 9 content sharers Source: globalwebindex; Designed by:joiners and creators of groups
  10. 10. A Look Backsocial media (in health) evolution 10
  11. 11. In the Beginning… 1971 – The first email is sent (between two computers sitting on the same desk). 1979 – Usernets and BBS (Bulletin Board Systems) came online allowing users to exchange data over phone lines. 1980 – Compuserve and Prodigy hit the scene with the first commercial offering of news, weather, shopping, games, and more. 1991 – America Online launches AOL for DOS and quickly rises to one of the most popular online destinations with over 30 million members in its prime. Millions of people used AOL as their first gateway to the World Wide Web. Source: Tiedje, Chris; SUN SENTINAL, Social Media Timeline, August 2011 Mark Witton 31/sports/fl-social-media-timeline-0901- 11 20110830_1_users-google-aol-instant- messenger
  12. 12. Social Media Timeline 2011 – Google introduces Google+ after two previous ONLINE ENGAGEMENT THRIVES (1995 – 2012) failed attempts to break into the social space (Wave 2004 – Facebook launches and Buzz). originally as a way for college 1995 – gave students to connect. The year also users the freedom to post their saw the birth of Digg and Flickr. own content and interact with other users. 2002 – 1995 – launches and quickly is born allowing users to grows to 3 million users find and connect with 2006 – Twitter launches and in 3 months. squeezes our communication former acquaintances from school life. into 140 character "tweets". 1997 – 2005 – YouTube launches and1994 – Geocities launches gives anyone with a videoas a community where launches allowing camera the chance to becomeusers create their own users to create profiles an internet sensation.websites categorized by and list friends. 2003 – isone of six "cities". frantically coded in 10 days to try 2008 – Facebook overtakes and mimic the rapid growth of MySpace as the most popular Friendster. Grows to the most social networking site. 1997 – ICQ (Internet Relay Chat) is purchased by America popular social networking site in Online and AOL Instant Msngr 2006 with 100 million users. 12 launches, and a new language LinkedIn and Photobucket also is born. OMG, LOL, BRB. join the game. Source: Tiedje, Chris; SUN SENTINAL, Social Media Timeline, August
  13. 13. 2011– Every “top 10” pharma using Social Media Timeline 2009– 14 Manufacturer’s fined by FDA for lack of Twitter ONLINE ENGAGEMENT THRIVES (1995 – 2012) obvious statements of risk2011 – Google introduces in Web advertisements Google+ after twobreak into failed attempts to previous the social space (Wave and 2004 – Facebook launches Buzz). originally as a way for college 1995 – gave users the freedom to post their students to connect. The year also 2008 – Novartis 2010– Bayer fined saw the birth of Digg and Flickr. own content and interact with only “top 10” pharma by FDA for other users. to use Twitter sponsored links on 2002 – 1995 – launches and quickly search engines for is born allowing users to grows to 3 million users Yaz, Levitra and find and connect with in 3 months. 2006 – Twitter launches and former acquaintances squeezes our communication Merina from school life. into 140 character "tweets". 1997 – 2005 – YouTube launches and1994 – Geocities launches gives anyone with a video camera July 2010– Novartisas a community where launches allowing the chance to become an internet fined by FDA overusers create their own users to create profiles sensation. “share” functionality onwebsites categorized by and list of six "cities". 2003 – is Tasigna FB page frantically coded in 10 days to try 2008 – Facebook overtakes and mimic the rapid growth of MySpace as the most popular Oct 2010 – Janssen UK Friendster. Grows to the most social networking site. launches Psoriasis360 on FB 1997 – ICQ (Internet Relay Chat) popular social networking site in is purchased by America Online 2006 with 100 million users. – first official pharma page to and AOL Instant Msngr allow comments without pre LinkedIn and Photobucket also launches, and a new language is born. OMG, LOL, BRB. join the game. Sept. 2008 – Shire screening Pharmaceuticals fined by FDA over YouTube 13 prormo of Adderall XR Source: Tiedje, Chris; SUN SENTINAL, Social Media Timeline, August
  14. 14. Now, About Those Regulations… • 2009: FDA holds public hearing on promotion of drugs via the internet (aka the “Social Media” Hearings); promises guidance in months • June 2010: FDA plans to issue “multiple guidances” on Internet promotion • December 2010: FDA announces delay in publishing guidance(s) • April 2011: U.K.‟s Prescription Medicines Code of Practice Authority (PMCPA) published guidelines based on interpretation of the Association of the British Pharmaceutical Industry (ABPI) Code of Practice • Re: promoting Rx drugs via Twitter, pharma companies must ensure that tweets are restricted to physicians only, the drug be prescription only and any links are in compliance with the APBI Code • June 2011: FDA removes issues Internet guidance from the 2011 Guidance Agenda • December 2012: FDA issues draft guidance on responding to unsolicited requests for off-label information, which included guidance on how to respond to requests made online 14
  15. 15. Stop Me if You’ve Heard this Before… 15
  16. 16. Listen to your audience first, refine and never stop • Sentiment Listen • Topics of interest • Complaints, compliments, q uestions • Refine •Needs • Launch •Motivations Improve Assess • Measure •Goals •Objectives • Influence •One to one • Participation Measure Engage •One to many • Effectiveness •Many to many • ROI 16 16
  17. 17. Building relationships with stakeholders Building • Collaborate with other organizations relationships with that share similar goals stakeholders • Be prepared to invest time, effort and Mutual benefits resources needed to establish and Patient focus Compliance maintain relationship Respect • Keep in regular communication • Share resources and best practices where applicable • Maximize each party‟s strengths and be sensitive to limitations 17
  18. 18. Constructing the roadmap: from crawling to flyingSOCIAL MEDIA IS NOT A CAMPAIGN, IT’S A COMMITMENTCRAWL WALK RUN FLYUnderstand Slowly establish a Build trusted Engage with thecommunity digital presence relationships; communityinsights make friends 18
  19. 19. Crawl phaseUNDERSTAND COMMUNITY INSIGHTS  Research online communities  Monitor the existing discussions  Begin content development for your properties  Be clear on your target audience and desired outcomes  Define your strategy 19
  20. 20. Walk phaseSLOWLY ESTABLISH A DIGITAL PRESENCE  Focus on properties you control • Ensure you have the proper internal channels in place • Define messaging by social media platform and audience • Publish a consistent point of view across all of your online properties  Identify the key online influencers for your specific issue 20
  21. 21. Run phaseBUILD TRUSTED RELATIONSHIPS; MAKE FRIENDS  Begin to engage key online influencers • Comment on their platforms • Reference their ideas in your content • Link to their materials  Form partnerships with influencers  Integrate social media into other advocacy channels  Evaluate your impact through specific online metrics/modify campaign 21
  22. 22. Fly phaseENGAGE WITH THE COMMUNITY  Lead the discussion  Develop integrated online programming to reinforce your messages  Provide channels for supporters to become active advocates for the cause  Create two-way communication platforms with influencers and followers  Establish opportunities to provide real-time feedback to followers 22
  23. 23. Engagement replacing CRM • Customer relationship marketing relies on the ability of a marketer to “push” the consumer through the marketing funnel • Push through the funnel traditionally achieved through Customer Relationship Marketing (CRM) • Social media adds a layer of complexity to the funnel – disabling if not breaking the system • Engagement proposed as the new metric, and approach, for marketers • Involvement • Interaction • Intimacy • Influence Source: Forrester Research, Inc.
  24. 24. Traditional Marketing Funnel is BrokenFAILS TO ALLOW FOR COMPLEXITY OF CURRENT PURCHASING PATHS Source: Forrester Research, Inc. 24
  25. 25. The “New” Funnel is ComplexMULTIPLE INFLUENCES INTERSECT IN THE CENTER OF THE FUNNEL Value comes not just from transactions but also from actions people take to influence others, both online and offline Source: Forrester Research, Inc. 25
  26. 26. A New Approach Demands New Metrics Source: Forrester Research, Inc. 26
  27. 27. Engagement Objectives • Create awareness • Drive transactions • Build brand preference • Your objective is to increase loyalty Source: Forrester Research, Inc. 27
  28. 28. This All Sounds Great Will it work in Healthcare and Pharma? 28
  29. 29. Now, About Those Regulations… Those who • say “No” 2009: FDA holds public hearing on promotion of drugs via the internet (aka the “Social Media” Hearings); promises guidance in months point to • June 2010: FDA plans to issue “multiple guidances” on Internet promotion this • December 2010: FDA announces delay in publishing guidance(s) However, la • April 2011: U.K.‟s Prescription Medicines Code of Practice ck of Authority (PMCPA) published guidelines based on interpretation of the regulations of the British Pharmaceutical Industry (ABPI) Code of Practice Association • Re: promoting Rx drugs via Twitter, pharma companies must ensure not enough that tweets are restricted to physicians only, the drug be prescription reason to and any links are in compliance with the APBI Code only “opt• out”. FDA removes issues Internet guidance from the 2011 Guidance June 2011: Agenda Solutions • December 2012: FDA issues draft guidance on responding to unsolicited exist. requests for off-label information, which included guidance on how to respond to requests made online 29
  30. 30. And Now a Word from…Preeti Pinto, Regulatory Affairs PREETI PINTO Preeti joins us today via Skype to discuss the implications of the current lack of formal regulatory guidance – and the creative solutions we can reach if we work with our country‟s regulatory officials to present possible solutions in keeping with current regulations and guidelines. Preeti Pinto is a regulatory and compliance expert with over 20 years experience in the pharmaceutical and healthcare industries, with a strong working relationship with FDA and the Division of Drug Marketing, Advertising, and Communications (DDMAC). Her experience extends to both drug development and marketing of Rx products. 30
  31. 31. Now a Word from Your Consumer 31
  32. 32. How do Consumers Use the Internet for Health? Data from two 2011 global healthcare studies: • Deloitte Center for Health Solutions • Surveyed 15,735 adults in 12 countries to gauge opinions and expectations about their health care systems • Edelman 2011 Health Barometer • Surveyed 15,165 adults in 12 countries to gauge opinions on health attitudes and trends 32
  33. 33. Interest in Using Medical Devices 33 Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report
  34. 34. Trusted Sources of Medical InformationEFFECTIVE, SAFE TREATMENTS In 2011, globally, HCPs spent 8 hours/week online for professional use 34 Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report
  35. 35. Credibility Leads to InfluenceEXPERTISE, EXPERIENCE AND AUTHENTICITY ARE REQUIRED 35 2011 Edelman Health Barometer
  36. 36. Commercial Interest Not a DetractorGLOBAL APPRECIATION FOR PHARMA INDUSTRY EXPERTISE 36 2011 Edelman Health Barometer
  37. 37. Health Care-Related Technology Use 37 Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report
  38. 38. Health Care-Related Technology Use 38 Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report
  39. 39. Health Engagement a Consumer Economic DriverDRIVES PURCHASES, RECOMMENDATIONS AND INVESTMENT 39 2011 Edelman Health Barometer
  40. 40. A Word from the Media 40
  41. 41. The Current State of Media • 2008 the media was declared dead by many • In the span of three years: • The Guardian and Washington Post create news experiences inside of FB and syndicate complete stories here • Network TV employs “second screen” experiences - users can simultaneously „join in the conversation‟ on Twitter • “Tablet only” publications are launched – e.g. The Daily, Project • Agencies and online publications hire news heavyweights - Facebook hired wunderkind reporter Vadim Lavrusik to help journalists use the platform to engage their audiences - Tumblr earlier had hired Mark Coatney from Newsweek for the same purpose. - BBCs Richard Sambrook joined Edelman as Chief Content Officer 41 Steve Rubel, The Clip Report January 2012
  42. 42. Where Reporters are Online WHICH SOCIAL MEDIA PROFILES DO YOU MAINTAIN FOR BLOGGING OR JOURNALISTIC USE 42The 2011 Cision-Newhouse School Digital Influencers Survey
  43. 43. Why Reporters Go Online HOW OFTEN DO YOU USE SOCIAL MEDIA FOR THESE PURPOSES? 43The 2011 Cision-Newhouse School Digital Influencers Survey
  44. 44. Perception of Social Media Content HOW MUCH DO YOU AGREE WITH THESE STATEMENTS ABOUT SOCIAL MEDIA CONTENT? 44The 2011 Cision-Newhouse School Digital Influencers Survey
  45. 45. Credibility of Social Media Content OVERALL OPINION OF THE CREDIBILITY OF SOCIAL MEDIA IN GATHERING NEWS/INFORMATION 45The 2011 Cision-Newhouse School Digital Influencers Survey
  46. 46. A Strategy to Move Forward (and who’s already there) 46
  47. 47. Point of View on Public Engagement Open Honest Consumers/Customers Credible Pundits/Thought Leaders Meaningful Employees A Brand‟s or Company‟s AUTHENTIC PARTICIPATION in the PUBLIC DIALOGUE Listening Online Informing Offline Connecting News Acting Media 47
  48. 48. Transmedia StorytellingSOCIAL MEDIA IS PART OF A LARGER ECOSYSTEM OF COMMUNICATION/ENGAGEMENT Traditional Hybrid Search RelevantVisibility Content Owned Social 48
  49. 49. Social Business PlanningA SIMPLE FRAMEWORK FOR BUSINESSES TO GET A HOLD ON SOCIAL MEDIA METRICS Key Performance Indicators Standard Methodologies GOVERNANCE ENVIRONMENT Policy & Guidelines PEOPLE Audience Governance & Control PROCESS PLATFORMS Engagement Culture & Leadership Risk STRATEGY Vision Business Objectives Roadmap 49
  50. 50. Growing Your Social Media Culture• Digital and Social Media Guidelines/Policies • It is important to develop clear guidelines for corporate/commercial social media programs in order to define the “rules of engagement” • Consider the following categories when developing social media guidelines/ policy: INTERNAL EXTERNAL Internal Corporate External Commercial CORPORATE Communications Engagement Internal Enterprise External Employee EMPLOYEE Collaboration Engagement• Process and Workflows for Social Media Platforms • As a part of the policy/guideline development process, it is also important to establish process and workflow for engaging in social media, in order to define responsibilities, facilitate response timing, and determine success• Aligned Digital Strategy • A digital/social media strategy should not exist as a “silo”− it needs to be aligned with the overall mission and objectives (e.g. marketing, communications, corporate strategy and goals) 50
  51. 51. Varying Levels of Social Media Engagement HOW YOU ENGAGE DEPENDS ON YOUR ORGANIZATIONS LEVEL OF TOLERANCE FOR RISK Open• Online Video (w/ comments) • Innovation challenges• Micro-Blogs • “Blogger” Summits• Corporate Blogs (with moderated • Patient Ambassador Program comments) Open Open • Tweetchats• Media interviews Communication Collaboration • Partnerships with 3rd party• Influencer Roundtables communities Communication Collaboration• Podcasts • Video Contests• Online Video (no comments) • Social Networks• SEO/SEM • Proactive Twitter Outreach• White Papers Controlled Controlled • Research communities• Speeches Communication Collaboration • Sponsored Third Party• Press Releases Content/Communities • Townhalls (invite only) Controlled 51
  52. 52. Varying Levels of Social Media Engagement: Examples PHARMA HAS FOUND WAYS TO PARTICIPATE BEYOND THE LOWER LEFT QUADRANT Open• JNJ, Boehringer Ingelheim: YouTube • Roche: Blogger Summits channel (w/ comments) • Sanofi Aventis:• JNJ, GSK, AZ: Corporate Blogs DataDesignDiabetes Innovation• Pfizer, Boehringer Ingelheim, Janssen Open Open Challenge UK: Facebook pages (w/ comments) Communication Collaboration • AZ: #RxSave Tweetchat• Sanofi Aventis: WhyInsulin YouTube • Novartis: CML Earth Community Channel (w/ comments) • Biomarin: Community• AZ, JNJ, Roche, GSK: Twitter feeds • UCB: PatientsLikeMe collaboration Communication Collaboration• Novartis: CFvoice Podcast Series • Lilly: Oncology on Canvas• Janssen-Cilag: Living with ADHD • Pfizer: Think Science Now Blog YouTube Series • AZ: @AZhelps customer service• Vertex: Hep C Made Simple YouTube Controlled Controlled Twitter feed Channel Communication Collaboration • Novartis: FluFlix and CFvoice• Vertex: Better To Know C Slideshare “Surfing” Contests Channel • Sermo, Medscape Physician• AZ: Social Media in the Pharma Connect, etc. Industry Whitepaper Controlled 52
  53. 53. Mobilize Influencers 53
  54. 54. Using social media to make a differenceMOBILIZE INFLUENCERS TO CREATE A MOVEMENT Once you‟ve created a social media presence, how do you mobilize your fans/members to actually “do” something?Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 54
  55. 55. 1. Share your story • Having a compelling narrative has always been a good way to engender support for the cause • Twitter and Facebook change how this is done, not the need to do it • Empathy is the building block of a movementSource: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 55
  56. 56. 2. Build relationships • Advocacy is about building relationships • Build the community before you mobilize for them – without the relationship you can‟t expect actionSource: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 56
  57. 57. 3. Be personable4. Meet people where they are • Understand your audience and use the right vehicle to reach them • Some people aren‟t drawn to the internet on a regular basis – traditional engagement (offline) still has a role to playSource: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 57
  58. 58. 5. Treat social media like a tool • Social media is ONE tool in the toolbox • Technology can‟t replace traditional tactics – it can enhance them and broadcast reach • Use the tool when it‟s best fit – e.g., times of crisisSource: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 58
  59. 59. 6. Do not chase the numbers7. Reward people who help • Not every cause requires 1,000,000 followers • Focus instead on a dedicated group to share your message with others; numbers follow relationships • Assign easy to accomplish tasks • Reward people publicallySource: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 59
  60. 60. Public Engagement PATIENTS • e-Patients are equipped, enabled, empowered, and engaged in their care • They form empowered care j partnerships with enlightened clinicians, sharing the load as well as the steering wheel • They connect with each other, sharing knowledge and experiences in ways that were never before possible 60
  61. 61. MEDICAL EDUCATION SITE &PHYSICIAN ENGAGEMENTWe‟ve developed and executed multi-channel / audience online campaigns forNovartis, including the ACLASTA brand team. The programme included abranded web portal for physician engagement complimented by a diseaseawarenesss consumer focused campaign called Timeless Women.Over the course of the physician programme, we worked in partnership todevelop an iPhone app which validates HCPs before granting further access toa handy smart phone diagnosis and medication calculation tool.To enhance point of care interaction between physicians and patients, a„straight talking‟ animation (contained within a patient information pack) wasalso developed ensuring that new ACLASTA patients felt fully informed abouttheir condition whilst adhering to their prescribed treatment of once yearlyACLASTA infusion.
  62. 62. Gamification of Health • Gamification typically involves applying game design thinking to non- game applications to make them more fun and engaging. • Gamification has been called one of the most important trends in technology by several industry experts. Fabio Gratton • Gamification can potentially be applied Chief Innovation Officer, Ignite Health to any industry and almost anything to Watch Fabio‟s “Pecha Kucha” on Gamification create fun and engaging experiences, converting users into players. Source: 62
  63. 63. What’s Coming in 2012 and Beyond • Artificial Intelligence – you can find it in the cloud • Big Data – from genetic sequencing to EHRs • 3-D Printing • Social Health Network • Patients like me • Cure Together • Communication with Doctors • Mobile Constine, Josh TechCrunch; 1 January 2012 63
  64. 64. Digital Case studies
  65. 65. PUMA LOVES FOOTBALLSITUATIONEdelman Digital was tasked to manage an existing PUMA Football communityutilizing Facebook, Twitter and the PUMA website blog to tie in with the WorldCup. Prior to Edelman assuming management, there very low levels ofengagement / conversation with only 15,000 Facebook fansPROCESS• Daily posts to the PUMA Football wall showed the community that PUMA weren’t just interesting in ‘pushing products’, but also they were a voice for football news in general• We dedicated a community managed to Twitter and the PUMA Football blog, as well as Facebook. This lead to increased activity on all three channels and helped establish PUMA Football as a brand with a real interest in social media.• In addition to community management, Edelman Digital built Facebook applications, such as King Of, that asked the public to generate profile pictures in the style of the new PUMA creative.RESULTS• In 8 months the page now has in excess of 100,000 fans. This community was grown totally organically with no media spend.• Together with PUMA we have developed a stream of unique, engaging content that the community likes to be involved with including bespoke ‘tab’ content and experiential activities• The Facebook channel receives over 70,000 visits per month (equal to that of
  66. 66. 7up: BRING THEM BACK FOR CRAICSTRATEGYBuilding on the insights that the Irish Diaspora is widespread and influential, andthat recent economic challenges have driven more Irish young people to moveoverseas than ever before, we created a competition whereby 7 Up would bringtogether a dispersed group of seven friends from home and abroad for amassive St. Patrick’s Day party in Dublin.EXECUTION• Created a customised microsite to serve as the hub for the campaign• Launched a new Irish 7 Up Facebook page and Twitter feed to act initially as campaign elements. Later transitioned these to being of general brand value.• Engaged key online influencers in Ireland and Irish influencers beyond Ireland to drive conversation about the competition.• 7 finalist teams were selected, and invited to set up their own campaigns using the microsite and social tools.• Developed targeted online advertising strategy to drive awareness and buzz.RESULTS• Delivered record social media brand impact for Ireland, and in just a two month campaign.• More than 27,000 votes cast by users.• Over 52,000 unique visitors to the microsite.• A campaign so strong and dramatic, that 7 Up wound up selecting two winning groups.• Improved this year, the second annual event recently wrapped up.
  67. 67. JOHNNIE WALKER: WALK WITH GIANTS (LOCAL EXECUTION) STRATEGY • Illustrate Johnnie Walker’s commitment to celebrate personal progress by showing how a selection of ‘Giants’ have progressed on their own ‘Walks’. • Localise the global approach for Belgium while making it relevant and inspiring to the consumer • Position Marc Herremans as the Belgian Giant and source of inspiration for Belgian me. EXECUTION • Develop and produce a film and short trailer presenting Mark’s inspiring story. • Connect with men – 18-35 years old - through social networks and blogs but especially by seeding the trailer and short movie of the local Giant • Utilise the movie as a hook to garner media interest and involvement • Create a widget for consumer to download and interact with • Large-scale event celebrating Marc Herremans and all other ‘Giants’ of the community RESULTS • Distributed in Belgium only view Facebook, blogger outreach and video sites • 180K video views (20% over target) • 15M consumers reached (circulation/readership) • PR launch event in Belgium, introducing Marc and his story, engaging media and consumers to participate in his story and take the journey with him.Watch the film here:
  68. 68. LOTTOMATICA: 10 E LOTTOOBJECTIVE• Turn Lottomatica’s (Italy’s leading lottery) sponsorship of Roma Film Festival into online and offline media visibility opportunity for the brand 10eLOTTO.• Communicate 10eLOTTO brand values to the publicPROCESS• Rely on a multimedia approach bridging online and offline media, and strengthen partnership with Rome Film Festival.• Created a 10eLOTTO award to be voted online and announced offline to generate media coverage both online and offline.• Build a website providing users with the opportunity to vote for the best Italian actor, among a shortlist of 10 chosen by Ciak and 10&Lotto.• Create a Facebook page - linked to the website - collecting comments and photos to generate online conversation and participation.• Place banners on Gioco del Lotto and Rome Film Festival web sites• Create an editorial partnership with CiaK, the top Italian magazine about Cinema.RESULTS• Collected 7,498 votes in a month• Registered 1,232 fans in a month (an average of 308 fans per week, about 36 per day)• FB fan page reached more than 160,000 users in a 4 week period• Facebook advertising campaign reached 9,812,716 people and generated 2,624 clicks.
  69. 69. But We Can’t do THAT in PHARMA!!!CAN WE? 69
  70. 70. BIOGEN-IDEC: SUPPORTING MS PATIENTS Situtation and challenge? Multiple sclerosis (MS) is a neurological condition which affects around 100,000 people in the UK; it‟s a complex area and has many symptoms but patients may not experience them all and certainly not at the same time - MS is different for everyone. Biogen Idec has a heritage in treatments for the disease but the market place is crowded and online resources equally vast amongst an active online patient demographic (most people diagnosed between the ages of 20-40). Strategic Approach and Tactics? Our client had a web presence established in the area but the old site achieved little traffic and it‟s message(s) were convoluted due to trying speak to both HCPs and patients. By targeting the campaign to one specific audience, patients and friends / relatives, we were able to produce a more conducive narrative which addressed the needs of the site visitors. Content was overhauled and re-written to be keyword rich for SEO ranking while the site design delivers a more consumer look and feel, containing a features section to publish monthly content updates on concentrating on the key premise of „living positively‟ using articles from nutritionists, fitness experts and psychologists alike. Top leverage traffic the site aggregates content from a separate Twitter handles also run by our client and provides regular updates aimed at driving traffic back to site. Avonex patients, Biogen Idec‟s leading MS product, can access deeper value from the site via a secure access area designed to offer support services as well as a concordance programme by signing up to SMS alerts. In addition, an Avonex iPhone app will soon launch containing a calendar functionality allowing patients to record appointments / delivery dates, detailed frequently asked questions on self injection procedures and the ability to set injection reminders whilst maintaining an injection map keeping track of injection site rotations to alleviate treatment discomfort. Outputs? The websites was recently launched and traffic data is still under review. iPhone is currently under review by Apple pending publication to the App Store. Early feedback from patient and nurse focus groups has been positive.
  71. 71. ONCOLOGY FRANCHISE: RARE CANCERSLANDSCAPE ANALYSISEdelman Digital conducted an extensive landscape analysis, across English languagespeaking markets, examining the online dialogue and behaviour patterns in relation torare cancers. We discovered a clearly defined online conversation about rare cancersas a whole, being talked about online by a wide range of stakeholders. Theconversation is not confined to the scientific or HCP communities with NGO’s holdingsignificant influence. By connecting with the specialist cancer groups first, coalescing them into an influential a bloc, which will then help to win the support of the mainstream cancer charities for a lobbying campaign. Once a campaign is established, targeted activity in non-cancer forums (e.g. influential, online organisations such as Mumsnet) can help to amplify the key messages
  72. 72. SCHERING-PLOUGH NASONEX®:ONLINE GAMEEdelman developed an interactive health game to educate consumers onproduct benefits and drive name brand recognition and requests. The gameserves as a platform for blogger and traditional media outreach, leveraging theconnection between allergies and global warming to appeal to the target‟saffinity for environmental causes.In the first six months, more than 5,500 unique visitors played “Don‟t Blow It”more than 10,000 times and the game drove more than 4,000 new visitors tothe brand site.
  73. 73. ABOUT MEMORY PROBLEMSLaunched in March 2010, is a disease awarenesswebsite built for the Pfizer Aricept team. The primary site audience is targetedto Alzheimers patients and their caregivers. As an entirely consumer facingsite, all copy is fully referenced for archiving but is posted on-screen without thestandard medical citations giving the site a more accessible feel to „consumers‟.The site was supported by a full SEM campaign from launch whilst rich mediais embedded from (health video hosting site) to capture awider promotional reach. Designed specifically for multi language use, a Greekversion of the site was also launched with additional languages planned to givethe campaign a truly global reach.From launch to 6 months the site captured over 48,000 visits, with more than44,000 of those being unique visitors – make sure the right message met thewidest audience possible.
  74. 74. DOVE: BRINGING GLOCAL TO LIFE SITUATION • Unilever’s Dove brand is one of the highest profile part of its product portfolio. • Edelman identified an opportunity for the brand to bring to life its core mission and product value by engaging fans through Facebook. EXECUTION • The Platform Engine: Provided by the global team, it allowed creation of a global page, a page for every market, and a Facebook tab for every product area or campaign. • The ‘Always On’ Stream: Provided by the global team, it’s a stream of basic content that goes to all country pages (with the markets providing translations), and drives global, masterbrand equity. • The ‘Activiation’ Stream: Run by local market teams, with as much of little as the team wants. Global team members oversea activity, provide advice and training, as well as content ideas. RESULTS • Dramatically increased the number of customers engaged with the brand. (Now more than 250,000, off a base of essentially zero) • Successfully managed palm oil and other issues that NGOs have tried to use to disrupt the pageThe Top Five Brands on Facebook“Many participants cited this brand asone of the “shining stars” on bothFacebook and social media ingeneral.”
  75. 75. Interactive brainstormFunding for this project was made possible through a collaboration with Pfizer Inc.
  76. 76. Brainstorm Session 1. Share how you‟re currently using social media 2. Discuss where you could go online • In what additional ways can your organization maximize social media use? • What tools does your organization need? • How will you engage your desired audience? » e.g. Facebook is best used to reach “X” audience, Twitter for “Y” audience • How can you capitalize on coming trends? 3. Report out 76
  77. 77. Appendix 77
  78. 78. Your Workshop LeaderGIGI PETERKIN, VICE PRESIDENT DIGITAL HEALTHEDELMAN, NY HEALTHGigi Peterkin has more than 15 years As Vice President of Digital Health atcombined PR, communications and Edelman, Gigi relies on her insider-digital programming experience. A knowledge of the pharmaceuticalpharmaceutical industry veteran, she industry, as well as her expertise inco-led the team that built and creating digital programs andlaunched the AstraZeneca US knowledge of PR to counsel healthCorporate Facebook page and the AZ and consumer clients on building aUS Corporate blog, integrating these comprehensive digital program, andnew channels with existing digital integrating a complete media strategy.assets to create a singular digitalprogram. This cohesive approach was A regular on the speaker circuit, 2011recognized by Mark Senak at speaking engagements include as the only one of industry favorite ePharma Summit inits kind within the pharmaceutical NYC and SXSW, where sheindustry. moderated the Edelman panel Health: Is There Really an App for That? GigiPrior to her time at AstraZeneca, Gigi lives in Philadelphia, Pa with her twospent several years as a kids and several Apple products.communicator and graphic designer atCentocor, Inc. (a subsidiary of You can talk with Gigi on TwitterJohnson & Johnson), worked as a (@gigi_peterkin), read her guest blogcommunications professional for posts at andSmithKline Beecham (now GSK) and visit her blog forran a her own design and PR news and insights. 78firm, serving many pharma and
  79. 79. Thank You Copyright ©2011 Daniel J. Edelman, Inc. All rights reserved.All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).