Search Silence boxed warning medicine
What if there was a  company that has already embraced this future?
Reforming Pharma Marketing: A  Case Study Kevin Nalty & Joe Shields October 15, 2009
Alphamunex Headquarters in Clayton, MO (near St. Louis)
Alphamunex Board includes several notable execs from Silicon Valley
CEO OSM* … Sales Clinical R&D * Office of Social Media: Oversees all Marketing, PR, Customer Insights, IT & Customer Servi...
Sample Customer “Design Lab” managed via Facebook & other emerging platforms.
Social Media “Command Center” helps OSM staff monitor shifts in customer sentiment Illustrative
High- and low-tech devices enable direct, real-time communication with FDA
Hey — how come I’ve never heard of this company?
KEVIN NALTY + JOE SHIELDS SHAPING  THE   FUTURE HEALTHCARE MARKETING  SHAPING FUTURE THE
shift CURRENCY
New Media, New Influencers <ul><li>Every new medium creates new stars </li></ul><ul><li>Faster shift from obscurity to fam...
Now Who Are Medical KOLs? <ul><li>Doctors ? </li></ul><ul><li>Researchers ? </li></ul><ul><li>Scientific publications ? </...
Redefining Influence <ul><li>Traditionally based on subject expertise </li></ul><ul><li>Persuasion now more a function of ...
<ul><li>Explosive growth: 41% in past year </li></ul><ul><li>Increased budgets </li></ul><ul><li>Visceral = influential </...
Currency of Real-time <ul><li>Twitter isn’t  about Twitter…  </li></ul><ul><li>It’s real-time buzz & word-of-mouth you can...
At Least Listen
Search rethink
Old School Health Searching
Today, Search = Google <ul><li>Search has  changed  health searchers </li></ul>What will Search look like tomorrow?
Square & Compare
Mobile Search on the Brink <ul><li>Mobile search growth follows desktop trends </li></ul>Source : Veronis Suhler Stevenson...
Results Beyond Text
Searching the Past vs. the Now <ul><li>&quot;Google organized our memory. Real-time search organizes our consciousness.&qu...
Search via the Social Graph <ul><li>“… [O]ur network of friends, colleagues, peers, and family is our primary source of in...
wisdom of   CROWDS        
Can Crowds Be Wise? 
Make Better Decisions Faster
Connecting Today Is Easy 
Choosing a Doctor  <ul><li>“ Passive consumers of physician services” </li></ul><ul><li>Fewer than 25% considered >1 </li>...
Even Doctors Visit Social & Ratings Sites Ratings &  Reviews  Community  & Forums Vitals  HealthGrades UCompareHealthCare ...
What Would YOU Do? I have thyroid cancer Whom do I trust to help me?
Patient Crowdsourcing <ul><li>Misery likes company. Another approach to evidence-based medicine? </li></ul>Founder Alex vi...
Review for those Twittering
Slides for this talk & free white paper on Social Media Policies available at: www.Alphamunex.com
BIG FINISH   Just more continuous, small changes that  we  will make. Actually, there is no
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Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

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Emerging trends and changes in pharmaceutical marketing... from search and currency changes to evolving ways to engage via social-media and benefit from crowd sourcing. by Joe Shields (http://www.joeshiledsphotography.com) and Kevin Nalty (http://www.naltsconsulting.com)

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Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

  1. 5. Search Silence boxed warning medicine
  2. 6. What if there was a company that has already embraced this future?
  3. 7. Reforming Pharma Marketing: A Case Study Kevin Nalty & Joe Shields October 15, 2009
  4. 8. Alphamunex Headquarters in Clayton, MO (near St. Louis)
  5. 9. Alphamunex Board includes several notable execs from Silicon Valley
  6. 10. CEO OSM* … Sales Clinical R&D * Office of Social Media: Oversees all Marketing, PR, Customer Insights, IT & Customer Service functions
  7. 11. Sample Customer “Design Lab” managed via Facebook & other emerging platforms.
  8. 12. Social Media “Command Center” helps OSM staff monitor shifts in customer sentiment Illustrative
  9. 13. High- and low-tech devices enable direct, real-time communication with FDA
  10. 14. Hey — how come I’ve never heard of this company?
  11. 15. KEVIN NALTY + JOE SHIELDS SHAPING THE FUTURE HEALTHCARE MARKETING  SHAPING FUTURE THE
  12. 16. shift CURRENCY
  13. 17. New Media, New Influencers <ul><li>Every new medium creates new stars </li></ul><ul><li>Faster shift from obscurity to fame </li></ul>
  14. 18. Now Who Are Medical KOLs? <ul><li>Doctors ? </li></ul><ul><li>Researchers ? </li></ul><ul><li>Scientific publications ? </li></ul><ul><li>Anyone that is persuasive & reaches our customers? </li></ul>OR
  15. 19. Redefining Influence <ul><li>Traditionally based on subject expertise </li></ul><ul><li>Persuasion now more a function of charisma & reach </li></ul>vs. brand.com “ happyslip”
  16. 20. <ul><li>Explosive growth: 41% in past year </li></ul><ul><li>Increased budgets </li></ul><ul><li>Visceral = influential </li></ul>Currency of Online Video
  17. 21. Currency of Real-time <ul><li>Twitter isn’t about Twitter… </li></ul><ul><li>It’s real-time buzz & word-of-mouth you can measure </li></ul><ul><li>Buzz can build or destroy brands </li></ul><ul><li>Monitoring & engaging requires major process changes by Rx manufacturers </li></ul>
  18. 22. At Least Listen
  19. 23. Search rethink
  20. 24. Old School Health Searching
  21. 25. Today, Search = Google <ul><li>Search has changed health searchers </li></ul>What will Search look like tomorrow?
  22. 26. Square & Compare
  23. 27. Mobile Search on the Brink <ul><li>Mobile search growth follows desktop trends </li></ul>Source : Veronis Suhler Stevenson and Merrill Lynch Estimates, June 2008.
  24. 28. Results Beyond Text
  25. 29. Searching the Past vs. the Now <ul><li>&quot;Google organized our memory. Real-time search organizes our consciousness.&quot; - CT </li></ul>Source : http://www.wired.com/techbiz/people/magazine/17-10/st_thompson
  26. 30. Search via the Social Graph <ul><li>“… [O]ur network of friends, colleagues, peers, and family is our primary source of information, just as it is offline.” - MZ </li></ul><ul><li>“ [W]hat happens on Facebook's servers stays on Facebook's servers.” - author </li></ul>Source : http://www.wired.com/techbiz/it/magazine/17-07/ff_facebookwall riends & amily riends & amily
  27. 31. wisdom of CROWDS        
  28. 32. Can Crowds Be Wise? 
  29. 33. Make Better Decisions Faster
  30. 34. Connecting Today Is Easy 
  31. 35. Choosing a Doctor <ul><li>“ Passive consumers of physician services” </li></ul><ul><li>Fewer than 25% considered >1 </li></ul><ul><li>75% used recom-mendation from friends, colleagues & relatives </li></ul>Source : “How Do Patients Choose Physicians?” Katherine Harris (2003). BEFORE LATE 1990s TODAY
  32. 36. Even Doctors Visit Social & Ratings Sites Ratings & Reviews Community & Forums Vitals HealthGrades UCompareHealthCare HealthBoards Wrong Diagnosis MedHelp WellSphere Yahoo! Groups eHealth Forum Source : Experian Hitwise, 12 weeks ending 8/22/09.
  33. 37. What Would YOU Do? I have thyroid cancer Whom do I trust to help me?
  34. 38. Patient Crowdsourcing <ul><li>Misery likes company. Another approach to evidence-based medicine? </li></ul>Founder Alex via e-mail: “While I was sick I didn't know anyone with my condition that I could compare notes with, so I really wanted to help other people find faster paths to health … we're like Yelp for Health.”
  35. 39. Review for those Twittering
  36. 40. Slides for this talk & free white paper on Social Media Policies available at: www.Alphamunex.com
  37. 41. BIG FINISH Just more continuous, small changes that we will make. Actually, there is no

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