Pharma and Social Media: What's the New Normal?


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When considering the role of social media in the pharma/healthcare industry, it is best to step back and grasp the overall trends shaping the way we now communicate. What is the New Normal?

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Pharma and Social Media: What's the New Normal?

  1. 1. Pharma and Social Media:What’s the New Normal?<br />Steve Woodruff<br />President, Impactiviti<br />
  2. 2. By the way…<br />The purpose of this presentation is to help those who are interested in social media to understand the inevitable and central role that digitalnetworkedcommunications will play now and in the future.<br />That is most clearly seen by looking at the overall trends shaping the way society increasingly communicates…<br />
  3. 3. Outline<br />What is Social Media/Networked Communications?<br />Trend Currents (not current trends!)<br />How does Social Media Intersect with Pharma?<br />What does all this mean for me?<br />
  4. 4. What is Social Media?<br />
  5. 5. Social Media is…<br />People doing what they’ve always done – connecting and sharing<br />Instead of a backyard fence, we now have a digital web<br />We’re communicating, in multiple ways, as we always have – but faster, broader, and richer<br />Social media is…<br />
  6. 6. Networked Communicationson steroids!<br />
  7. 7. Networked Communications<br />Social media is a subset of a much broader category that we can call (digital) Networked Communications.<br />We’ve always done Networked Communications (think: the neighborhood gossip grapevine.) Now, it’s just faster and richer.<br />Only when it is placed in its broader context does it make the most cultural and business sense.<br />See more on this topic at: <br /> <br />
  8. 8. Cultural Ubiquity<br />Social networking is cutting across ALL areas of business (not just marketing), and the use of social networking in business is a subset of its broad use in general life and culture. It’s not going away!<br />
  9. 9. Trend Currents<br />Things like Twitter, Facebook, YouTube, etc. are current trends – temporary manifestations<br />Networked Communications is a Trend Current – those inexorable forces re-shaping culture and technology<br />
  10. 10. The Inexorable Trend Currents<br />Networked Communications are interwoven with these trend currents:<br />Disintermediation<br />Mobile Computing<br />Self-Expression<br />Community Formation<br />These inexorable trends are the flowing river (specific social media platforms are the boats)<br />
  11. 11. 1. Disintermediation<br />Commerce<br />Information<br />Gatekeepers<br />The barriers between people and information/people/goods are rapidly falling.<br />Example: Amazon and buying (books + whatever!)<br />
  12. 12. The Bottom Line: Then<br />There were once many walls and gaps between most people – direct contact with people and information was severely limited and regularly mediated<br />
  13. 13. The Bottom Line: Now<br />Peer-to-peer engagement:<br />The new normal<br />
  14. 14. Smartphones/pads<br />Web and Apps everywhere<br />Wi-Fi & always-on connectivity<br />2. Mobile Computing<br />Everything from text to video will increasingly be in portable form factors.<br />Digital communications over a network will simply be assumed – like breathing air.<br />
  15. 15. 3. Self-Expression<br />Ideas<br />Opinions<br />Multi-media<br />There is no longer a barrier or time lag between idea, expression, publication, and consumption.<br />
  16. 16. 4. Community<br />Find<br />Dialogue<br />Organize<br />People are now free to create their own communities, without top-down involvement, supervision, or geographical constraints<br />
  17. 17. So…Who is in Charge Now?<br />These Trend Currents – and the digital tools that fuel them – make the growth of social media/networked communications into virtually every sphere an inevitability.<br />
  18. 18. Social Media and Pharma<br />
  19. 19. Houston, we have a problem<br />Social Media world <br />Pharma world<br />Communications: Dialogue<br />Control: Bottom-up<br />Evolution: Rapid<br />Environment: Open<br />Connections: Direct<br />Communications: One-way<br />Control: Top-down<br />Evolution: Glacial<br />Environment: Closed<br />Connections: Indirect<br />
  20. 20. Sample Collision<br />Fake Sanofi-Aventis Facebook page put up by a patient, to complain about side effects<br />
  21. 21. Enforced Transparency<br />Digital Evidence<br />Immediate Exposure<br />Engagement with Stakeholders<br />What does this mean for corporate culture?<br />The “bucket of money” black eye suffered by AstraZeneca when an internal newsletter got out.<br />
  22. 22. The Empowered HCP (Healthcare Professional)<br />Clinical Information<br />Multi-level Connection<br />Professional Collaboration<br />What does this mean for pharma sales?<br />KevinMD – popular healthcare blog<br />
  23. 23. The Empowered Patient<br />Disease/treatment Information<br />Multi-level Connection<br />Community Collaboration<br />What does this mean for pharma marketing?<br />ePatientDave (David deBronkart) – cancer survivor, patient advocate/spokesman (on-line and off-line)<br />
  24. 24. The Empowered Employee<br />Improved Internal Access<br />Informal Learning (70-80%)<br />Ambient Awareness<br />What does this mean for training and internal comms?<br />
  25. 25. Where’s the low-hanging fruit?Most community value / Best biz potential / Least risk<br />Activities<br />Listening<br />Sponsoring<br />Informing/Educating<br />Collaborating<br />Dialoguing<br />Reminding<br />Marketing<br /><ul><li>Research
  26. 26. (existing) Patients
  27. 27. (potential) Consumers
  28. 28. Health Care Providers
  29. 29. Health Communities</li></ul>Applications<br />Blogging<br />Wikis<br />Micro-blogging<br />Video/pod -casting<br />Focused communities<br />Lifestream platforms (e.g. F’book)<br />E-mail/Texting<br />Mobile<br />Corporate<br /><ul><li>External Comms
  30. 30. Internal Comm/Collaboration</li></ul>Companies need to figure out what activities and applications to use to successfully reach out to various audiences.<br />
  31. 31. What’s in it for YOU?<br />
  32. 32. Opportunity<br />Companies can humanize – connect and communicate with customers<br />Knowledge can flow easily (in all directions)<br />Messages can go forward “unmediated” by others<br />Advocates can be created and user communities built<br />Internal silos can be eroded through peer-to-peer communication<br />
  33. 33. By the way…<br />Businesses that try to jump into social media, without having key people personally involved (building trusted network connections as individuals) will almost certainly fail.<br />Therefore, a primary call to action is to encourage involvement in personal and professional digital networks in order to understand the environment (which is very different from the one-way communications format)<br />So….<br />
  34. 34. Start Opportunity Networking<br />Personal involvement – building a network – is key<br />“Safety Net” - fear- and circumstance-driven<br />“Opportunity Network” – confidence and future-driven<br />Greatest opportunities, for you and others, will be through ties of shared interest, sympathy, and connections<br />
  35. 35. Levels of Involvement<br />
  36. 36. Passive Outposting<br />Add your basic info to on-line repositories (Visual CV, LinkedIn, etc.)<br />Allows you to be “findable” on-line<br />Join to an early strategy of “lurking” (reading and listening) to get a feel for the landscape<br />
  37. 37. Formal Connecting<br />Reaching out and becoming a “connection” with trusted individuals you know<br />LinkedIn very common on the professional level; Facebook the standard on the personal level<br />Begins to open up access to wider networks (friends of friends)<br />
  38. 38. Lifestreaming<br />More open sharing of multiple facets of life<br />Higher level of focus on status updates, pics, quick videos<br />Facebook, Twitter, Foursquare very popular<br />Professionals may struggle to gain a comfort level with this amount of disclosure<br />
  39. 39. Engaging with Private Communities<br />Countless focused (some open; some invite-only or private) communities exist around areas of interest<br />Private “walled gardens” allow a freer level of sharing without wide open exposure on the web<br />
  40. 40. Open Web Sharing<br />Your writing, comments, updates, pix, etc. are open to the whole world<br />Blogs, Twitter, and other sharing platforms enable an unlimited audience<br />Can provide a vast Opportunity Network<br />Must embrace privacy/publicity tradeoff<br />
  41. 41. Levels of Intimacy<br />
  42. 42. Roles People Play<br />
  43. 43. What do I do now?<br />START!<br />What’s in it for…them (give, add value)<br />Be pro-active and think long-term<br />Merge on-line and off-line<br />Become a connector<br />Remember: Google is your new resume, and it never forgets!<br />
  44. 44. Where I live on-line<br /><br />
  45. 45. Web:<br />Pharma resources:<br />Twitter: @impactiviti<br />Digital Biz Card: text swoodruff to 50500<br />Free e-book!<br />