Social Media in Pharma workshop

Alexandra Fulford
Alexandra FulfordDigital & Social Media Strategist & Reverse Mentor
ALEXANDRA FULFORD
@PHARMAGUAPA
Pharmaguapa
WELCOME
@Pharmaguapa
15+ Years Experience
Pharmaguapa
WHO’S IN THE ROOM
Who am I?
What do I do?
What do I hope
to learn?
Pharmaguapa
SOCIAL MEDIA IS PLAYING AN INTEGRAL PART IN HEALTHCARE
40% of consumers say that information
found via social media affects the way
they deal with their health
19% of smartphone owners have at
least one health app on their phone.
Exercise, diet, and weight apps are the
most popular types
54% of patients are very
comfortable with their HCPs
seeking advice from online
communities to better treat
their conditions
31% HCPs use social media
for professional networking
30% of adults are likely to share information
about their health on social media sites with other
patients
90% of 18-24 year old Americans
trust medical information from
their social network
Pharmaguapa
THE DYNAMICS OF INFORMATION FLOW HAS CHANGED
Academics
& KOL
Doctor
Patient
Pharma
Pharma
Academics
& KOL
Doctor Patient
Pharma
Social Media
KOI
 Today your customers may be getting information online
from many sources including Key Online Influencers (KOI)
 Traditionally the information flow was very
straightforward
Pharmaguapa
LossofExclusivity
SOCIAL MEDIA HAS IMPACT ACROSS THE LIFECYCLE
Launch
Disease / scientific awareness raisingOptimise trials
Disease / product awareness
raising
Build loyalty / offer added value
Stay top of mind
Gain insights
Genentech
Partners with
Patientslikeme to gain
access to their clinical trial
tool and connect with
patients looking for trials.
Pfizer
Invests in social media
listening to identify
insights and also actively
uses social media to gain
insights direct from
stakeholders
Boehringer
Ingelheim
Raising awareness
around Asthma and unmet
needs from a patient
perspective
Campus Sanofi
Built as a value-offering for
Spanish HCPs by a
mature brand as a way to
gather email information
Bayer Diabetes
Using social media to
provide patient support &
device information
MarketingR&D
TODAY’S AGENDA
 Developing a realistic strategy
 Addressing internal barriers
 Optimising internal structure
 Adopting the right mindset
 Asking the right questions
 Applying actionable insights
 Understanding your platforms
 Generating content
 Planning your engagement
 Going live
9.10 – 10.30 11.00 – 11.45 11.45 – 12.20
Break
Questions
Pharmaguapa
WHAT ARE YOUR KEY SOCIAL MEDIA PAIN POINTS?
1. Knowledge
2. Process
3. Buy-in
4. Resources
5. Culture
OBJECTIVES FOR
TODAY
 LEARN & UNDERSTAND
 BE INSPIRED &
MOTIVATED
Pharmaguapa
NOT APPROACHING SOCIAL MEDIA STRATEGICALLY CARRIES
RISKS AND COST INEFFICIENCIES
Suboptimal asset
impact and
governance
Siloed working
and duplication
of efforts
Poor customer
understanding
and focus
Increased risks Increased costs Reduced
effectiveness
Pharmaguapa
KEY STEPS TO SOCIAL MEDIA
Understand
Plan & Prepare
Launch & Engage
Monitor & Act
Learn & Adapt
Pharmaguapa
BE REALISTIC IN YOUR STRATEGY AND PLANNING
Timing
Resources
Focus
Goals
Insights
Pharmaguapa
BUILD A SOLID BUSINESS CASEBUILD A SOLID BUT INSPIRATIONAL BUSINESS CASE
Pharmaguapa
BRING DOWN INTERNAL BARRIERS
KNOWLEDGE
PROCESS
BUY-IN
RESOURCES
CULTURE
Knowledge &
Understanding
Championship &
Buy-in
Inspiration Perspiration
Value
Reality
Pharmaguapa
BARRIERS OVERCOME – NOW WHAT INFRASTRUCTURE IS
NEEDED?
Process
PROCESS INCENTIVES
TEC
RESOURCES
$
TECHNOLOGY
Pharmaguapa
KEY POINT – CHANGE THE MINDSET
BREAK
PLEASE BE BACK TO START AT 11AM
Pharmaguapa
REMAINING AGENDA
 Asking the right questions
 Applying actionable insights
 Understanding your platforms
 Generating content
 Planning your
engagement
 Going live
11.00 – 11.45
11.45 – 12.20
Q&A
Pharmaguapa
ASK THE RIGHT QUESTIONS
Pharmaguapa
UNDERSTAND THE ENVIRONMENT
Pharmaguapa
THE RIGHT QUESTIONS LEAD TO ACTIONABLE INSIGHTS
Pharmaguapa
The world’s
most visited
platform with
6billion hours of
video watched
per month
Dubbed the
world’s 2nd
largest search
engine
YOUTUBE
KNOW YOUR PLATFORMS
...It’s all about the story
CONTENT ...
Pharmaguapa
UNDERSTAND CONTENT REQUIREMENTS
Use visualisation to
reveal the insight behind
the data
Make it short, snackable
and shareable
Select an interesting
data point
Pharmaguapa
ENSURE APPROPRIATE PROCESS ARE IN PLACE
TIME
Format
Appropriate
War Room
Authority to
engage
Cross-
functional
team
Duplication
Cross-
Platform
Pharmaguapa
PUT TOGETHER AN IMPLEMENTATION PLAN
$
Resources, IT,
Process & Content
+
Time & Ecosphere
+Crisis
!Insights & Strategy
+
Pharmaguapa
THERE IS MORE TO GOING LIVE THAN PRESSING A BUTTON
Pharmaguapa
MONITORING IS CRITICAL
24/7
AEs
Crisis
Questions
Relationships
Technology
People
Insights
Pharmaguapa
SOCIAL MEDIA IS A LIVE
CHANNEL - ADAPT
Pharmaguapa
KEY LESSONS FROM TODAY
QUESTIONS?
@PHARMGUAPA
PHARMAGUAPA@HOTMAIL.COM
WWW.PHARMAGUAPA.COM
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Social Media in Pharma workshop

Editor's Notes

  1. https://www.linkedin.com/pulse/20140428161148-39605227-24-outstanding-statistics-figures-on-how-social-media-has-impacted-the-health-care-industry
  2. Knowledge & understanding Training & case studies Value Show the value to the business & customer Reality Operations, process and case studies Championship & Buy-in Inspiration
  3. http://www.alexnovicov.com/content-strategy-tips-for-hotels/