Adjust Your Attitude: Approaching Innovative Ideas from a 'Can-Do' Perspective
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Presented at 2014 Digital Pharma West. Sometimes when we see innovative campaigns outside of our industry, we get stuck in the mindset of “my legal department would never approve an idea like that.” This session will show that it is possible to pitch, gain approval for, and successfully launch exciting digital campaigns within your company and teach you how to change your mind set when approaching such initiatives: • Innovative cases/trends from outside of industry • Applying these cases to pharma • Approval processes across industries: unregulated • Gaining approvals internally
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Adjust Your Attitude: Approaching Innovative Ideas from a 'Can-Do' Perspective
- 1. Ryan Billings Director, Social Strategy – AstraZeneca @ryandaniel ADJUST YOUR ATTITUDE Approaching innovative ideas from a ‘can-do’ perspective The views in this presentation are my own and not those of any of the companies showcased in this deck
- 2. HAVE YOU EVER HAD A REALLY GREAT & INNOVATIVE IDEA?
- 4. INNOVATION IS POSSIBLE! What aspects of these concepts can be applied within the ‘confines’ of pharma? How to educate and work in partnership with your Regulatory team. Innovative social media concepts and campaigns from a variety of industries How pharma compares to approval processes and regulations in other industries CONCEPTS & CASES SO WHAT? PROCESSES TIPS & ADVICE
- 5. © 2014 NETPLUS MARKETING, INC
- 6. SOCIAL CONTENT REVIEW ACROSS INDUSTRIES Pharma Finance CPG Retail Non-Profit SEC/FINRA ✔ FDA ✔ Med Legal ✔ Brand Guidelines ✔ ✔ ✔ ✔ ✔ Audience Alignment ✔ ✔ ✔ ✔ ✔ Campaign Alignment ✔ ✔ ✔ ✔ ✔ Channel Alignment ✔ ✔ ✔ ✔ ✔ Shortest Approval Time 4-6 months 4 months Real-Time 2-4 Weeks Real-Time Message Objectives Awareness, Education Awareness, Info Request Awareness, Trial Awareness, eCommerce Sales, Store Foot Traffic Awareness, Fundraising
- 7. MAPPING THE CUSTOMER JOURNEY: HEALTH
- 8. MAPPING THE CUSTOMER JOURNEY: FINANCIAL
- 11. FORD FAN AWARDS “Ford is for me a part of my life that is irreplaceable.”
- 15. SO WHAT?
- 17. GAMIFICATON
- 18. MRS. DASH READY, SET, WIN GAME
- 19. MRS. DASH READY, SET, WIN GAME
- 20. MRS. DASH READY, SET, WIN GAME
- 21. MRS. DASH READY, SET, WIN GAME
- 25. SO WHAT?
- 26. G R A V E S ESAESID MERCK MANUALS FACEBOOK WORD SCRAMBLES
- 32. SOCIAL CHATS
- 33. FORD & #DADCHAT
- 34. SO WHAT?
- 36. SOCIAL SELLING
- 37. “SOCIAL SELLING IS ABOUT SALES PEOPLE BUILDING A STRONG PERSONAL BRAND. IT’S ABOUT UNDERSTANDING THE ROLE OF CONTENT AND HOW THAT CONTENT CAN BE USED TO TELL A POWERFUL AND EMOTIONAL STORY. AND IT IS ABOUT GROWING YOUR SOCIAL CONNECTIONS.” - MICHAEL BRENNER – VP MARKETING, SAP
- 38. PRUDENTIAL SOCIAL SELLING 1. Marketability 2. Connectivity 3. Engagement 12 Important Retirement Planning Deadlines
- 39. PRUDENTIAL SOCIAL SELLING 190% Increased connectivity to key channel partners 10% Increased for proposals (RFPs) from corporate partners $650MMValue of largest inbound RFP generated via LinkedIn/PeopleLinx
- 40. PERSONALIZATION
- 42. SO WHAT?
- 47. TIPS & ADVICE SHIFTING YOUR PERSPECTIVE Draw parallels between pharma and other industries Start with “How can we do that?” instead of “I wish we could do that…” Align ideas with business objectives
- 48. TIPS & ADVICE GAINING INTERNAL APPROVALS Do your homework Anticipate questions from Compliance, Legal, Regulatory Start small to establish relationship and build trust Focus on quick wins and internal pilots Gain top-down support Track stakeholder engagement Pitch big Define business impact & measurement plan
- 49. TIPS & ADVICE Make sure your ideas are measurable yet meaningful VANITY METRICS VALUE METRICS More Followers Right Followers Impressions Engagement Rate Clicks Loyalty Likes Cost Reduction Retweets Conversions Views Sales
- 52. NETPLUS LIVE DEMOS The Merck Manual: Time Machine Quiz Elevating and extending a century-old publication via gaming mechanics. Live Demo: http://on.fb.me/1jsshMD Good Neighbor Pharmacy - Pharmacy of the Year Award Putting the national award results in customers' hands through video storytelling and voting while driving home the "personal touch" value proposition. Live Campaign: http://on.fb.me/1sD5PQX Airborne Immune Support: Fill in the Blanks Game Promoting and educating consumers regarding the benefits of "real immune support." Live Demo: http://on.fb.me/1jICvny Independence Blue Cross: My Daily Game Changer Campaign & Content: http://on.fb.me/1mtsIXS Independence Blue Cross: Pinterest Promotion Campaign & Content: http://bit.ly/1gGaWva Black & Decker Holiday Gift Guide/Match & Win Game A holiday gift guide comes alive. Live Game: http://on.fb.me/1eXt0Mz K'NEX - TINKERTOY: Win in a Snap Game A beloved, classic toy that brings parents and children together, teaching motor skills and problem solving, made interactive to boost consideration for the holiday season. Live Game: http://on.fb.me/1cI5Kpw Mrs. Dash Ready, Set, Win! Game Awareness, sampling, trial. The new Seasoning Packets product launch. Live Game: http://on.fb.me/1nNRvB3
- 53. GAMIFICATON
- 68. SOCIAL CUSTOMER CARE 83% of Twitter users and 71% of Facebook users expect a customer service response from a brand within a day.* Customers who receive a quick and effective response are 71% more likely to recommend the brand. *http://blogs.salesforce.com/company/2013/07/the-social-customer.html
Editor's Notes
- History campaign to use outdated content from 1st edition Manual and make it interactive and to increase engagement on Professional page. Launching end of November.
- History campaign to use outdated content from 1st edition Manual and make it interactive and to increase engagement on Professional page. Launching end of November.
- RESULTS: 28K new Facebook likes
- “Like-gate” – User must like our page before entering the quiz.
- Home Symptoms game to promote new print book for laypeople. Launching end of November.
- Home Symptoms game to promote new print book for laypeople. Launching end of November.
- RESULTS: 24K new Facebook likes
- Over 2,000 brands – streamlined social customer care process Listening, Engaging, Inspiring, Transforming Hands on brand community management https://www.youtube.com/watch?v=ktsMa8hfgY0