MKAT_digitalMoving Pharmafrom Social Laggardto LeaderMelissa G. KatrincicDirector, Digital Strategy, POZEN Inc.
MKAT_digitalAbout Melissa• Director, Digital Strategy, POZEN• 16+ years in Digital• Before POZEN:• Head of Digital for Bur...
MKAT_digitalAbout POZEN …• Progressive specialty pharmaceutical companyaddressing unmet medical needs and providingafforda...
MKAT_digitalHelping shape a new pharma commercial strategy• Identify untapped digital strategies within and beyond the hea...
MKAT_digitalSocial Media Today5
MKAT_digitalCurrent Social Media Usage by Site6now accountsfor ~16 min.out of every1 hour spentonline†SocialNetworking†Exp...
MKAT_digital*PEW Internet Survey: Health Online 2013† Respondents were able to select all that apply – Source: PwC Health ...
MKAT_digitalWhere Are We In This Mix?8100% of Pharma Executives believethey areVERY or SLIGHTLY BEHINDin social media when...
MKAT_digitalPharma’s Social Challenges:HalfattributedtoRegulatory,ComplianceandLegal978% 78%74%70% 67%52%48%44% 41% 41%0%1...
MKAT_digital10
MKAT_digital11
MKAT_digitalWhat Would You Do if the FDA DidNot Exist?• Be Patient-Centric without fear to engagein dialogue and provide e...
MKAT_digitalSocial Case Studies:Learning from Others•Be Patient-Centric: Cleveland Clinic•Earn Trust: Bank of America®•Pro...
MKAT_digitalBe Patient-CentricCleveland ClinicFacebook Case StudySpecial Thanks toScott Linabarger, Senior DirectorMultich...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
MKAT_digitalCleveland Clinic Facebook Strategy• Create• All content is produced by Cleveland Clinic and written orreviewed...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching ...
MKAT_digitalPharma’s Takeaway Opportunity:How Can We Be Socially Patient Centric?Educate patients and providers via suppo...
MKAT_digitalEarn TrustBank of America Case Study36
MKAT_digitalBank of AmericaLate 2011 is When Things Got MessyBank of America needs to learn how to realignthe company with...
MKAT_digitalBank of America vs. Molly Katchpole:ModernDay“Davidvs.Goliath”PlayedOuton Social38
MKAT_digitalResult: Bank of America’sReputation Fell More Than AnyOther U.S. Company in 201239"The general public believes...
MKAT_digital2013 Corporate Campaign:"Lifes Better When Were Connected"40“We are a facilitator … Its notabout us.We need to...
MKAT_digitalCEO Mandate: Top Down Focus onCustomer Service…41“Transform from institutional to more human and personal inte...
MKAT_digitalHow’s it going so far?Jury’s out: Watch Social …42Power to change the banksreputation will turn on thethousand...
MKAT_digitalPharma’s Takeaway Opportunity:Why is Trust a Social Priority?63% believe Pharma’s reputation declined in 2012...
MKAT_digitalProve Social ROIOreo Case StudyMondelez International, formerly Kraft Foods44
MKAT_digital2013 Superbowl Blackout45
MKAT_digital46Within 24 hours:• ReTweets: 15+K• New Followers: 8K• Facebook: 20+K likes, 5K+ shares• Instagram: 34K+ new f...
MKAT_digital47OREO knewthese eventsare when theconversationshappen
MKAT_digitalHow Did OREO Prepare?People, Processes & Infrastructure48Spent the 100 days leading up to the Superbowlpractic...
MKAT_digitalNewsroom Marketing ExcitesInternal Organization49
MKAT_digitalPharma’s Takeaway Opportunity:How Can We Prove Social ROI?Sell In Social Strategy that is Supported by People...
MKAT_digitalIn Closing: We Have the Chance toLeverage Social Now, NOT July 2014 Develop Social Strategy that Leverages Ca...
MKAT_digitalQ&AThank You!Melissa KatrincicDirector, Digital StrategyPOZEN Inc.52
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Moving Pharma from Social Laggard to Leader (Given by Melissa Katrincic at Social in Pharma Conference May 2013)

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"Moving Pharma from Social Laggard to Leader"
Includes Case Studies: Cleveland Clinic, Bank of America, OREO (Mondelez International). Presented by Melissa G Katrincic (www.linkedin.com/in/melissagreenkatrincic/)
Social in Pharma Conference
Princeton NJ
May 15, 2013

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Moving Pharma from Social Laggard to Leader (Given by Melissa Katrincic at Social in Pharma Conference May 2013)

  1. 1. MKAT_digitalMoving Pharmafrom Social Laggardto LeaderMelissa G. KatrincicDirector, Digital Strategy, POZEN Inc.
  2. 2. MKAT_digitalAbout Melissa• Director, Digital Strategy, POZEN• 16+ years in Digital• Before POZEN:• Head of Digital for Burt’s Bees (Clorox)• Established brand in digital space• Launched Burt’s Bees social presence• Led eCommerce, eCRM, Digital Promotions• Managed Consumer Services team and call center• Developed strategy for US and International• Senior Digital roles at Wyeth, Digitas Health, EURORSCG• 8+ years Digital Pharmaceutical Marketing including workingon agency-side for two launches: BMS Abilify and AZ Crestor• Twitter: MKAT_digital 2
  3. 3. MKAT_digitalAbout POZEN …• Progressive specialty pharmaceutical companyaddressing unmet medical needs and providingaffordable medicines• Proven success with FDA approval of two self-inventedproducts in two years – something almost no other smallpharmaceutical company has done• March 2013 NDA submitted for PA32540 and PA8140,two components of POZEN’s PA platform of cost-effective, integrated aspirin therapies• Securing a strategic license agreement with one or morepartners to maximize the sales potential of PA32540 andPA8140, both within the United States and globally3
  4. 4. MKAT_digitalHelping shape a new pharma commercial strategy• Identify untapped digital strategies within and beyond the healthcareindustry• Digital insights that are highly customer-centric, effective and efficient4Bonin BoughVice President of Global Digitaland Consumer Engagement,Mondelez International;previously Senior GlobalDirector of Digital and SocialMedia, PepsiCoRaj AminFormer Chief ExecutiveOfficer and Co-Founder,HealthiNation;previously VP ofBusiness Development,N2 BroadbandMarc MonseauFounder and Principal,MDM Communications;previously Director ofCorporateCommunication andSocial Media,Johnson & JohnsonDaniel Palestrant,MDFounder and Chief ExecutiveOfficer , Par8o, Inc.;previously Founder andChief Executive Officer,SermoMeredith RessiPresident,Manhattan Research;previouslyChief Operating Officer,Integrated WellnessSolutionsPOZEN Digital Advisory Board
  5. 5. MKAT_digitalSocial Media Today5
  6. 6. MKAT_digitalCurrent Social Media Usage by Site6now accountsfor ~16 min.out of every1 hour spentonline†SocialNetworking†Experian Marketing Services: 2013 Digital Marketer Report
  7. 7. MKAT_digital*PEW Internet Survey: Health Online 2013† Respondents were able to select all that apply – Source: PwC Health Research Institute Consumer Survey, 2011+ Manhattan Research 2012For Patients, Healthcare is Social710%9%14%15%18%14%0% 20% 40% 60% 80% 100%Online Community,Message Boards, groupsSocial Networking sitesSymptom Search Prep for Consult After Receiving Rx of online consumers usesocial sites for health+59% of Americans Look Up Health Information Online*Internet helps me take better care of:• My Health: 62%• My Family’s Health: 61% †
  8. 8. MKAT_digitalWhere Are We In This Mix?8100% of Pharma Executives believethey areVERY or SLIGHTLY BEHINDin social media when compared toother industries.Digital Health Coalition, “Executive Landscape Study 2012”, Nov 1 2012
  9. 9. MKAT_digitalPharma’s Social Challenges:HalfattributedtoRegulatory,ComplianceandLegal978% 78%74%70% 67%52%48%44% 41% 41%0%10%20%30%40%50%60%70%80%90%†Digital Health Coalition, “Executive Landscape Study 2012”, Nov 1 2012
  10. 10. MKAT_digital10
  11. 11. MKAT_digital11
  12. 12. MKAT_digitalWhat Would You Do if the FDA DidNot Exist?• Be Patient-Centric without fear to engagein dialogue and provide education• Earn Trust through transparency andcustomer service• Prove Social ROI and excite ourorganization through sound social strategyand infrastructure12
  13. 13. MKAT_digitalSocial Case Studies:Learning from Others•Be Patient-Centric: Cleveland Clinic•Earn Trust: Bank of America®•Prove Social ROI: OREO®(Mondelez International, formerly Kraft Foods)13
  14. 14. MKAT_digitalBe Patient-CentricCleveland ClinicFacebook Case StudySpecial Thanks toScott Linabarger, Senior DirectorMultichannel Content Marketing at Cleveland Clinic14
  15. 15. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub$6.2 billion enterprise43,000+ caregiversNational & Multi-nationalNo. 4 best hospital in the USSource: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
  16. 16. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubStrategyGenerate engagementand conversationaround health,wellness and clinicalcontent that is uniqueto Cleveland ClinicSource: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
  17. 17. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubImprove the everydayhealth of our usersand help them makesmart healthcaredecisions
  18. 18. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubStrive to makea meaningfuldifference inpeople’s liveswhileexpressing ourexpertise,empathy andunique modelof medicine
  19. 19. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubDistribute thecontent in acohesive,coordinated wayacross digitalchannels, includingFacebook
  20. 20. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub- Enterprise blogabout health,wellness andmodern medicine- 35+ expertbloggers- 3-5 posts per day,covering a widerange of topics- Videos, articles,listicles, slideshows
  21. 21. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub40% of HealthHub traffic frommobile devicesis mobile friendly
  22. 22. MKAT_digitalCleveland Clinic Facebook Strategy• Create• All content is produced by Cleveland Clinic and written orreviewed by their doctors or experts• Post 6 times a day & on-brand• Post schedules of 1 a.m., 7:30 a.m. 10 a.m., Noon, 4 p.m., 8 p.m.during the week and a similar schedule on the weekends• Polished, distinctive and unique to Cleveland Clinic• Traffic to blog is their No. 1 metric• Posts and schedule are calibrated to get clicks. Engagement onFacebook – Likes, Comments and Shares -- is just a means tothat end• They Advertise!• New fans are far more engaged than baseline group22
  23. 23. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub“Official” Enterprise PageChildren’s HospitalCommunityFacebook.com/clevelandclinic
  24. 24. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub
  25. 25. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubRelevanceIn the morning…For when you areplanning your day
  26. 26. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubFrequency of Posts261% 6%74%17%3%Way toofrequentlySomewhat toofrequentlyJust right Somewhat tooinfrequentlyWay tooinfrequentlyOpinions Towards the Frequency of Postsn = 60494 percent saywe post the rightamount … or notenough
  27. 27. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubWhite orlightbackgroundVibrant,simple,colorfulimageSimplemessagethat teasesQuestionAnswer CTA123465 Logo
  28. 28. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHub- Facebook postsnever give awaytoo muchinformation- We tease to getpeople to click
  29. 29. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubObjectivesEnterprise Business Objective: Grow brand awarenessGrow number of fansGrow likelihood to recommendGrow visits to Health Hub
  30. 30. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubNumber of Fans3001002003004005002009 2010 2011 2012 2013ThousandsAdded 100,000+ Fans in Q4 2012 and250,000+ Fans in 1Q 2013 due toadvertising
  31. 31. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubNumber of Fans31- 131.06% growthrate in 1Q wastops in theindustry- More than twicethe growth rateof nearestcompetitor
  32. 32. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubLikelihood to Recommend3235%56%0%10%20%30%40%50%60%Sept. 2011 Dec. 201221-point growth in“Very Likely toRecommend”
  33. 33. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubVisits to Health Hub33050,000100,000150,000200,000250,000300,000350,000400,000450,000More than 417,000 visits tothe Health Hub blog in March
  34. 34. Source: 2012 Google/Compete Hospital Study. Q: “How important were each of the following features to you when researching facilities?” A: For each choosefrom 5 (extremely important) to 1 (not important at all). Percentage represents top two box responses.ClevelandClinic.org/HealthHubVisits to Health Hub34Facebook,65%Twitter, 7%Email, 5%Direct /Other, 13%OrganicSearch,10%- Facebook nowproduces morethan 270,000visits a month- About 65% of alltraffic to HealthHub
  35. 35. MKAT_digitalPharma’s Takeaway Opportunity:How Can We Be Socially Patient Centric?Educate patients and providers via supportingresearchDeliver relevant content when and wherepatients want to receive itConnect patients to each other supporting theiropen and dynamic dialogue35Edelman 2013 Trust Barometer: Life Sciences ArticleFocus on the benefits that health, disease treatment andcare bring not just to the individual patient, but to allfacets of life and the economy
  36. 36. MKAT_digitalEarn TrustBank of America Case Study36
  37. 37. MKAT_digitalBank of AmericaLate 2011 is When Things Got MessyBank of America needs to learn how to realignthe company with consumers before socialmedia destroys its reputation.37SocialLinkMedia.com November, 18, 2011
  38. 38. MKAT_digitalBank of America vs. Molly Katchpole:ModernDay“Davidvs.Goliath”PlayedOuton Social38
  39. 39. MKAT_digitalResult: Bank of America’sReputation Fell More Than AnyOther U.S. Company in 201239"The general public believes that Bank of Americahas been more concerned with operational andfinancial recovery than with customers, and ratesthe bank low in levels of trust, ethics, andcustomer service."Harris Interactive poll 2012
  40. 40. MKAT_digital2013 Corporate Campaign:"Lifes Better When Were Connected"40“We are a facilitator … Its notabout us.We need to focus on CUSTOMERNEEDS FIRST and we know ourplace.”- Ad Age 2013
  41. 41. MKAT_digitalCEO Mandate: Top Down Focus onCustomer Service…41“Transform from institutional to more human and personal interactions …conversations were happening with or without us.Being in a regulated industry, makes it difficult ... wanted to make sure our legal,risk and compliance partners were comfortable as well … [and] ensure that whatwe did in social media aligned with our other marketing efforts.”Todd Robinson, SVP of Digital Marketing and Social, Bank of America@BofA_HelpCustomer service team responds to customers during set hours: 8-8 ESTMonday to Friday and 9-1 EST on Saturdays
  42. 42. MKAT_digitalHow’s it going so far?Jury’s out: Watch Social …42Power to change the banksreputation will turn on thethousands of interactionsbetween bank representativesand consumer that take placedaily.The ad campaign could quicklybecome a national joke ifthere is no follow up by thepeople actually representing thebank to consumers.FierceFinance, April 11 2013
  43. 43. MKAT_digitalPharma’s Takeaway Opportunity:Why is Trust a Social Priority?63% believe Pharma’s reputation declined in 2012Only 29% believe the reputation of the Pharmaindustry is “excellent” or “good”90% believe the Pharma industry is not Transparent43Corporate Reputation of Pharma in the USA - The Patient Perspective, April 2013Showcase company, collaborating scientists & clinicians,research, philanthropyEngage honestly and transparently with patients, providersand caregivers & integrate social and customer service
  44. 44. MKAT_digitalProve Social ROIOreo Case StudyMondelez International, formerly Kraft Foods44
  45. 45. MKAT_digital2013 Superbowl Blackout45
  46. 46. MKAT_digital46Within 24 hours:• ReTweets: 15+K• New Followers: 8K• Facebook: 20+K likes, 5K+ shares• Instagram: 34K+ new followers
  47. 47. MKAT_digital47OREO knewthese eventsare when theconversationshappen
  48. 48. MKAT_digitalHow Did OREO Prepare?People, Processes & Infrastructure48Spent the 100 days leading up to the Superbowlpracticing real-time engagement with their legal,agency and brand teamsTeam at the ready during the Superbowl including 360i,Mediavest, Wieden + Kennedy teams, the OREO brandteam, legal and senior executivesKnew the potential Social ROI opportunity of theSuperbowl because invested in infrastructure &measurement tools (e.g. Expion, Bluefin) for dashboardinsights and sales attribution
  49. 49. MKAT_digitalNewsroom Marketing ExcitesInternal Organization49
  50. 50. MKAT_digitalPharma’s Takeaway Opportunity:How Can We Prove Social ROI?Sell In Social Strategy that is Supported by People,Processes and InfrastructureEvaluate Social as Part of Overall Marketing Eco-System50“Biggest misconception: How much did that specific tweet deliver toyour business? … people want to single out that tweet.But at the end of the day, when we look at the marketing mix model, what wesee is that when we run digital [ads] and TV in conjunction, we see twice theeffectiveness of the TV spot. Most advertisers spend 90% of theirbudgets on TV, imagine if you could make 90% of your spend worktwice as hard.”BONIN BOUGHVice President of Global Digital and Consumer Engagement, Mondelez International
  51. 51. MKAT_digitalIn Closing: We Have the Chance toLeverage Social Now, NOT July 2014 Develop Social Strategy that Leverages Case Studies Talk to and Engage with the Social Leaders in OtherIndustries. Consider Forming Your Own Digital Advisory Board Gain Executive Sponsorship Excite and Show the Potential51DevelopStrategySell It InInvest inInfrastructure& TeamsEducate &Evolve
  52. 52. MKAT_digitalQ&AThank You!Melissa KatrincicDirector, Digital StrategyPOZEN Inc.52

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