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January 28, 2010


      First, Let’s Stop Calling It Social
      MEDIA

      How Pharmaceutical Companies
      Are Joi...
"There's a huge amount of stress in
           marketing departments -- 'Are we missing
            the hot new thing?’ Th...
Full service brand-steward agency

                      Best in class campaigns across all
                              ...
So why shouldn’t we call it
                                 social “media” ?




Putting Listening to Work – ARF Industry...
Because “media” makes us think “campaign”




Putting Listening to Work – ARF Industry Leader Forum   5
When we should be thinking “encounter”




Putting Listening to Work – ARF Industry Leader Forum   6
It makes us think “social” equals “selling”




Putting Listening to Work – ARF Industry Leader Forum   7
When it’s about joining




Putting Listening to Work – ARF Industry Leader Forum   8
Yes, there are obstacles


                                                        » Fair Balance for Risk & Benefit
     ...
But consumers want you there!


 100                                                                              Oversigh...
The FDA gets it




Source: Three Things I Learned at the FDA Hearings and Three I Wish I Had, Jonathan Richman, Dose of D...
Still - is it social if people can’t talk back?

adverse events                                               adverse even...
Ratio of HC posts to AEs reported, per day




                                                             1/500 =
      ...
So in this brave new world…




                                                              Maybe you could
            ...
That said…




Putting Listening to Work – ARF Industry Leader Forum   15
How are pharma companies facing &
                 embracing the social challenge?




Putting Listening to Work – ARF Ind...
Like This:



      1. Scoping out the environment
      2. Offering something personal
      3. Joining the conversation
...
Scope out the environment




Putting Listening to Work – ARF Industry Leader Forum   18
In some cases, pharma has been afraid of
             listening. In others, forward thinking companies
             unders...
5 things to listen for


                                                             1.Competitive intelligence
         ...
Putting Listening to Work – ARF Industry Leader Forum   21
Putting Listening to Work – ARF Industry Leader Forum   22
Putting Listening to Work – ARF Industry Leader Forum   23
Offer something personal




Putting Listening to Work – ARF Industry Leader Forum   24
Jeff Kindler: How we’re regaining trust




Putting Listening to Work – ARF Industry Leader Forum   25
Ron Cohen: How we do research




Putting Listening to Work – ARF Industry Leader Forum   26
Pundits also see a big opportunity in…




Source: http://pharma2blog.com/2009/07/30/the-c-tweet-10-dos-and-donts-for-ceos...
Putting Listening to Work – ARF Industry Leader Forum   28
Join the conversation




Putting Listening to Work – ARF Industry Leader Forum   29
With something special for everyone



                                                        Consumers

                ...
Putting Listening to Work – ARF Industry Leader Forum   31
Putting Listening to Work – ARF Industry Leader Forum   32
Putting Listening to Work – ARF Industry Leader Forum   33
Manhattan Research reported in 2009 that 60
          percent of doctors use, or are interested in, Web
          2.0 soci...
Putting Listening to Work – ARF Industry Leader Forum   35
Putting Listening to Work – ARF Industry Leader Forum   36
Be helpful




Putting Listening to Work – ARF Industry Leader Forum   37
Putting Listening to Work – ARF Industry Leader Forum   38
Putting Listening to Work – ARF Industry Leader Forum   39
Putting Listening to Work – ARF Industry Leader Forum   40
Putting Listening to Work – ARF Industry Leader Forum   41
Putting Listening to Work – ARF Industry Leader Forum   42
Putting Listening to Work – ARF Industry Leader Forum   43
Putting Listening to Work – ARF Industry Leader Forum   44
Putting Listening to Work – ARF Industry Leader Forum   45
Putting Listening to Work – ARF Industry Leader Forum   46
Putting Listening to Work – ARF Industry Leader Forum   47
Putting Listening to Work – ARF Industry Leader Forum   48
Putting Listening to Work – ARF Industry Leader Forum   49
Putting Listening to Work – ARF Industry Leader Forum   50
I Walk Because
                        Touched People In
                    40 States And 10 Countries

                A...
Show that you belong




Putting Listening to Work – ARF Industry Leader Forum   52
Seriously, it’s not about “advertising”




                                As your mother would say,

          be polite...
Putting Listening to Work – ARF Industry Leader Forum   54
Putting Listening to Work – ARF Industry Leader Forum   55
Putting Listening to Work – ARF Industry Leader Forum   56
Putting Listening to Work – ARF Industry Leader Forum   57
Putting Listening to Work – ARF Industry Leader Forum   58
Guide the interaction




Putting Listening to Work – ARF Industry Leader Forum   59
You can create a rich experience,

                 even if you have to put up some guardrails

                          ...
Putting Listening to Work – ARF Industry Leader Forum   61
Our 6 Strategies for getting social



      1. Scope out the environment
      2. Offer something personal
      3. Join ...
As another non-pharma brand says …

                                                             1. Identify quick
       ...
THANK YOU!




Putting Listening to Work – ARF Industry Leader Forum   64
Follow us!

                        On facebook.com: saatchiwellness
                         On twitter.com: @saatchiwell...
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How Pharmaceutical Companies Can Join The Social Conversation

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The pharma industry has been struggling with how to use and benefit from the social media revolution. This presentation, first shared at the ARF’s 2010 Listening Forum in San Francisco, offers a POV on how pharmaceutical and other regulated companies can think differently to start engaging in the social space. Developed by Johanna Skilling (@johannask), EVP, Director of Strategic Planning, at Saatchi & Saatchi Wellness (www.saatchiwellness.com).

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How Pharmaceutical Companies Can Join The Social Conversation

  1. 1. January 28, 2010 First, Let’s Stop Calling It Social MEDIA How Pharmaceutical Companies Are Joining the Digital Conversation Johanna Skilling @johannask Putting Listening to Work – ARF Industry Leader Forum 1
  2. 2. "There's a huge amount of stress in marketing departments -- 'Are we missing the hot new thing?’ That stress causes companies to panic about social media and not invest their time wisely." – Andy Sernovitz, author, Word of Mouth Marketing Source: INC. Magazine Putting Listening to Work – ARF Industry Leader Forum 2
  3. 3. Full service brand-steward agency Best in class campaigns across all relevant media A leader in defining the digital experience for healthcare companies Putting Listening to Work – ARF Industry Leader Forum 3
  4. 4. So why shouldn’t we call it social “media” ? Putting Listening to Work – ARF Industry Leader Forum 4
  5. 5. Because “media” makes us think “campaign” Putting Listening to Work – ARF Industry Leader Forum 5
  6. 6. When we should be thinking “encounter” Putting Listening to Work – ARF Industry Leader Forum 6
  7. 7. It makes us think “social” equals “selling” Putting Listening to Work – ARF Industry Leader Forum 7
  8. 8. When it’s about joining Putting Listening to Work – ARF Industry Leader Forum 8
  9. 9. Yes, there are obstacles » Fair Balance for Risk & Benefit information » No Off-Label Promotion • Even in third party forums » Burden of reporting “Qualifying” Adverse Events » Lack of clarity on responsibilities, guidelines for “new media” Putting Listening to Work – ARF Industry Leader Forum 9
  10. 10. But consumers want you there! 100 Oversight and corrections on potentially harmful misinformation 90 80 90 Updates on products and services 70 79 73 60 66 Accurate information about drugs or 62 50 devices 40 Answers to frequently asked 30 questions 20 10 Add valuable professional expertise to conversations 0 Source: Three Things I Learned at the FDA Hearings and Three I Wish I Had, Jonathan Richman, Dose of Digital Putting Listening to Work – ARF Industry Leader Forum 10
  11. 11. The FDA gets it Source: Three Things I Learned at the FDA Hearings and Three I Wish I Had, Jonathan Richman, Dose of Digital Putting Listening to Work – ARF Industry Leader Forum 11
  12. 12. Still - is it social if people can’t talk back? adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events Putting Listening to Work – ARF Industry Leader Forum 12
  13. 13. Ratio of HC posts to AEs reported, per day 1/500 = 0.2% < 200 per day Source: Nielsen BuzzMetrics Putting Listening to Work – ARF Industry Leader Forum 13
  14. 14. So in this brave new world… Maybe you could pick up the phone? Putting Listening to Work – ARF Industry Leader Forum 14
  15. 15. That said… Putting Listening to Work – ARF Industry Leader Forum 15
  16. 16. How are pharma companies facing & embracing the social challenge? Putting Listening to Work – ARF Industry Leader Forum 16
  17. 17. Like This: 1. Scoping out the environment 2. Offering something personal 3. Joining the conversation 4. Being helpful 5. Showing they belong 6. Guiding the interaction Putting Listening to Work – ARF Industry Leader Forum 17
  18. 18. Scope out the environment Putting Listening to Work – ARF Industry Leader Forum 18
  19. 19. In some cases, pharma has been afraid of listening. In others, forward thinking companies understand that these conversations are taking place whether we listen to them or not. -- Paul Dyer Source: http://blog.pharmexec.com/2009/12/10/one-to-watch-qa-with-paul-dyaer/ Putting Listening to Work – ARF Industry Leader Forum 19
  20. 20. 5 things to listen for 1.Competitive intelligence 2.Stakeholder commentary on your brand 3.Stakeholder response to FDA/FTC and other governmental decisions/hearings 4.Market trends 5.News related to your brand Putting Listening to Work – ARF Industry Leader Forum 20
  21. 21. Putting Listening to Work – ARF Industry Leader Forum 21
  22. 22. Putting Listening to Work – ARF Industry Leader Forum 22
  23. 23. Putting Listening to Work – ARF Industry Leader Forum 23
  24. 24. Offer something personal Putting Listening to Work – ARF Industry Leader Forum 24
  25. 25. Jeff Kindler: How we’re regaining trust Putting Listening to Work – ARF Industry Leader Forum 25
  26. 26. Ron Cohen: How we do research Putting Listening to Work – ARF Industry Leader Forum 26
  27. 27. Pundits also see a big opportunity in… Source: http://pharma2blog.com/2009/07/30/the-c-tweet-10-dos-and-donts-for-ceos-on-twitter/ Putting Listening to Work – ARF Industry Leader Forum 27
  28. 28. Putting Listening to Work – ARF Industry Leader Forum 28
  29. 29. Join the conversation Putting Listening to Work – ARF Industry Leader Forum 29
  30. 30. With something special for everyone Consumers HCPs Investors Salesforce Employees … Putting Listening to Work – ARF Industry Leader Forum 30
  31. 31. Putting Listening to Work – ARF Industry Leader Forum 31
  32. 32. Putting Listening to Work – ARF Industry Leader Forum 32
  33. 33. Putting Listening to Work – ARF Industry Leader Forum 33
  34. 34. Manhattan Research reported in 2009 that 60 percent of doctors use, or are interested in, Web 2.0 social applications. The same study found that physicians who reported using social media prescribed 24 more medications each week compared to physicians not using it. -- Michael Maher, Greater Than One Source: Jun 1, 2009, Pharmaceutical Executive, http://pharmexec.findpharma.com/pharmexec/Marketing/Learning-to- Relate/ArticleStandard/Article/detail/603296 Putting Listening to Work – ARF Industry Leader Forum 34
  35. 35. Putting Listening to Work – ARF Industry Leader Forum 35
  36. 36. Putting Listening to Work – ARF Industry Leader Forum 36
  37. 37. Be helpful Putting Listening to Work – ARF Industry Leader Forum 37
  38. 38. Putting Listening to Work – ARF Industry Leader Forum 38
  39. 39. Putting Listening to Work – ARF Industry Leader Forum 39
  40. 40. Putting Listening to Work – ARF Industry Leader Forum 40
  41. 41. Putting Listening to Work – ARF Industry Leader Forum 41
  42. 42. Putting Listening to Work – ARF Industry Leader Forum 42
  43. 43. Putting Listening to Work – ARF Industry Leader Forum 43
  44. 44. Putting Listening to Work – ARF Industry Leader Forum 44
  45. 45. Putting Listening to Work – ARF Industry Leader Forum 45
  46. 46. Putting Listening to Work – ARF Industry Leader Forum 46
  47. 47. Putting Listening to Work – ARF Industry Leader Forum 47
  48. 48. Putting Listening to Work – ARF Industry Leader Forum 48
  49. 49. Putting Listening to Work – ARF Industry Leader Forum 49
  50. 50. Putting Listening to Work – ARF Industry Leader Forum 50
  51. 51. I Walk Because Touched People In 40 States And 10 Countries And created a database for e-CRM Putting Listening to Work – ARF Industry Leader Forum 51
  52. 52. Show that you belong Putting Listening to Work – ARF Industry Leader Forum 52
  53. 53. Seriously, it’s not about “advertising” As your mother would say, be polite when you’re visiting someone else’s place -- Bill Drummy, Heartbeat Digital Source: PharmaExec Blog Putting Listening to Work – ARF Industry Leader Forum 53
  54. 54. Putting Listening to Work – ARF Industry Leader Forum 54
  55. 55. Putting Listening to Work – ARF Industry Leader Forum 55
  56. 56. Putting Listening to Work – ARF Industry Leader Forum 56
  57. 57. Putting Listening to Work – ARF Industry Leader Forum 57
  58. 58. Putting Listening to Work – ARF Industry Leader Forum 58
  59. 59. Guide the interaction Putting Listening to Work – ARF Industry Leader Forum 59
  60. 60. You can create a rich experience, even if you have to put up some guardrails -- William Martino, SSW Putting Listening to Work – ARF Industry Leader Forum 60
  61. 61. Putting Listening to Work – ARF Industry Leader Forum 61
  62. 62. Our 6 Strategies for getting social 1. Scope out the environment 2. Offer something personal 3. Join the conversation 4. Be helpful 5. Show that you belong 6. Guide the interaction Putting Listening to Work – ARF Industry Leader Forum 62
  63. 63. As another non-pharma brand says … 1. Identify quick wins 2. Put a premium to ROL - Return on Learning 3. Find pilot opportunities • Internally • Adding social components to an existing site Putting Listening to Work – ARF Industry Leader Forum 63
  64. 64. THANK YOU! Putting Listening to Work – ARF Industry Leader Forum 64
  65. 65. Follow us! On facebook.com: saatchiwellness On twitter.com: @saatchiwellness Online at www.saatchiwellness.com Putting Listening to Work – ARF Industry Leader Forum 65

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