JCI London presents IBM Social Media Business (June 2012)
Creating and capturing value through Social Media - a corporate and large organisation perspective
JCI London presents IBM Social Media Business (June 2012)
Creating and capturing value through Social Media - a corporate and large organisation perspective
A 2011 talk delivered at the NFAIS annual conference. The focus was a review of current trends in mobile referential and patient data within the healthcare industry
I invite you to join as a member of the PEX Network Group http://tinyurl.com/3hwakem, you will have access to Key Leaders Globally, Events, Webinars, Presentations, Articles, Case Studies, Blog Discussions, White Papers, and Tools and Templates. To access this free content please take 2 minutes for a 1 time FREE registration at http://tiny.cc/tpkd0
Opportunities with Pharma IQ - the Network for Pharma and Biotech Professionals
= Engage with a Global Pharma Community
= Position yourself as a Pharma Business Leader
= Achieve Unparalleled Campaign Results
I invite you to join as a member of the PEX Network Group http://tinyurl.com/3hwakem, you will have access to Key Leaders Globally, Events, Webinars, Presentations, Articles, Case Studies, Blog Discussions, White Papers, and Tools and Templates. To access this free content please take 2 minutes for a 1 time FREE registration at http://tiny.cc/tpkd0
Social Media Won't Wait: Health Activist Speak Out, Industry Speaks Up (WEGO ...WEGO Health
Expanded and annotated report of the survey presentation delivered by WEGO Health and a panel of pharmaceutical executives at the April 2011 DTC National Conference.
Male and female, young and old, a fast-growing number of today's shoppers are tapping into social media to find product information, get deals, read reviews and share opinions on purchases. In order to meet the needs of these social shoppers, retail organization must join the social media fray. But to be successful in the social realm, merchants must carefully plan and execute a strategy that will appeal to their particular target audience. This session will provide top tips and tactics for retailers wanting to get up-to-speed on the latest and greatest social strategies.
Innovative "Pharma-Marketing 2.0" concept is dedicated for pharma companies that want to transform their activities from offline to online. Objective of this concept is to reduce the cost of increasing the share of voice among potential target audience.
Navigating Regulatory Issues of Social Media in HealthcareRacepoint Global
Larry Weber of W2 Group, Marc Reisler and Michael Manthei of Holland & Knight and Joe Shields of Pfizer discuss the ways marketers in the health care industry can successfully navigate regulatory issues and maximize their online presence.
This webinar discussed topics that are top-of-mind for health care marketers, such as:
1 - What is the FDA's position on using social media to market FDA-regulated products?
2 - What privacy issues should marketers be aware of when using social media?
3 - Who has liability for social media content?
4 - Should pharmaceutical and medical device companies have a social networking policy?
An analysis of ASCO tweets 2013-2016 by stakeholder segment. We are looking in particluar at the impact the strong growth of tweets has on community engagement and how to best manage the signal-to-noise ration going forward.
The Biosimilars Twittersphere study analyzes the latest discussions on biosimilars, identifying critical topics and areas of interest from relevant stakeholder groups, subject matter experts, and their audiences.
The research includes an assessment of pharma companies’ and emerging biosimilar specialists’ contributions to Twitter biosimilar conversations and recommendations for how pharma can engage with biosimilar stakeholders.
A 2011 talk delivered at the NFAIS annual conference. The focus was a review of current trends in mobile referential and patient data within the healthcare industry
I invite you to join as a member of the PEX Network Group http://tinyurl.com/3hwakem, you will have access to Key Leaders Globally, Events, Webinars, Presentations, Articles, Case Studies, Blog Discussions, White Papers, and Tools and Templates. To access this free content please take 2 minutes for a 1 time FREE registration at http://tiny.cc/tpkd0
Opportunities with Pharma IQ - the Network for Pharma and Biotech Professionals
= Engage with a Global Pharma Community
= Position yourself as a Pharma Business Leader
= Achieve Unparalleled Campaign Results
I invite you to join as a member of the PEX Network Group http://tinyurl.com/3hwakem, you will have access to Key Leaders Globally, Events, Webinars, Presentations, Articles, Case Studies, Blog Discussions, White Papers, and Tools and Templates. To access this free content please take 2 minutes for a 1 time FREE registration at http://tiny.cc/tpkd0
Social Media Won't Wait: Health Activist Speak Out, Industry Speaks Up (WEGO ...WEGO Health
Expanded and annotated report of the survey presentation delivered by WEGO Health and a panel of pharmaceutical executives at the April 2011 DTC National Conference.
Male and female, young and old, a fast-growing number of today's shoppers are tapping into social media to find product information, get deals, read reviews and share opinions on purchases. In order to meet the needs of these social shoppers, retail organization must join the social media fray. But to be successful in the social realm, merchants must carefully plan and execute a strategy that will appeal to their particular target audience. This session will provide top tips and tactics for retailers wanting to get up-to-speed on the latest and greatest social strategies.
Innovative "Pharma-Marketing 2.0" concept is dedicated for pharma companies that want to transform their activities from offline to online. Objective of this concept is to reduce the cost of increasing the share of voice among potential target audience.
Navigating Regulatory Issues of Social Media in HealthcareRacepoint Global
Larry Weber of W2 Group, Marc Reisler and Michael Manthei of Holland & Knight and Joe Shields of Pfizer discuss the ways marketers in the health care industry can successfully navigate regulatory issues and maximize their online presence.
This webinar discussed topics that are top-of-mind for health care marketers, such as:
1 - What is the FDA's position on using social media to market FDA-regulated products?
2 - What privacy issues should marketers be aware of when using social media?
3 - Who has liability for social media content?
4 - Should pharmaceutical and medical device companies have a social networking policy?
An analysis of ASCO tweets 2013-2016 by stakeholder segment. We are looking in particluar at the impact the strong growth of tweets has on community engagement and how to best manage the signal-to-noise ration going forward.
The Biosimilars Twittersphere study analyzes the latest discussions on biosimilars, identifying critical topics and areas of interest from relevant stakeholder groups, subject matter experts, and their audiences.
The research includes an assessment of pharma companies’ and emerging biosimilar specialists’ contributions to Twitter biosimilar conversations and recommendations for how pharma can engage with biosimilar stakeholders.
2. A social media definition
Source: What the f**k is social media, Espresso, brandinfiltration.com
3.
4. A societal phenomena?
“Society must be organized in such a way that man's social,
loving nature is not separated from his social existence, but
becomes one with it.”
Erich Fromm
6. Online Health Audience Growing (USA)
Online and eHealth Market Trending Online Health Info Seeking
eHealth Consumers
ePharma Consumers
*
**
Adults Online
Past 12 Months
179.6 million
157.5
145.7
131.8
116.2
Online for
“eHealth” 99.0 102.3
Health 89.6 93.5
82.8 81.4
157.5 million 70.8
63.3
54.5
45.7
41.1
26.0
Online for
“ePharma” Rx Info 102.3
2002 2003 2004 2005 2006 2007 2008 2009
million
In Millions
* eHealth Consumers = Consumers who have conducted health information
seeking activities online in the past 12 months for themselves or others.
** ePharma Consumers = Consumers who have researched prescription drug
information
Source: Cybercitizen Health®
online in the past 12 months for themselves or others.
v2.0-9.0
Roche Group Communications
7. HCP Use of Online/Social Media Has Grown
Average Physician Spends 8 Hours Per Week
Online for Professional Purposes (vs.2.5 Hours in 2002) 1
Already interact with drug and device companies online
87%
(up 23% since 2004) 1
Are already using or are interested in physician online
60%
communities 2
56% Are interested in using social media to have product
discussions with healthcare companies 3
64% Currently have smart phones
This is expected to increase to 81% by 20121
1 Manhattan Research, Taking the PulseTM v9.0, 2009.
2 Manhattan Research, Taking the PulseTM v8.0, 2008.
3 Manhattan Research ePharma Physician® v9.0
(All statistics drawn from press releases, published white papers and other publicly available sources). Accessed at
www.manhattanresearch.com
Roche Group Communications
8. Top Pharma companies are getting active
Social Media Brand / Product Disease
Social Media Corporate Social
Company Policy Complete Social Media Awareness Social
“Listening” Media Activities
or in Development Activities Media Activities
JnJ
Pfizer
Roche
GlaxoSmithK
line
Novar7s
Sanofi-‐
Aven7s
AstraZeneca
Abbo=
Merck
Bayer
Eli
Lilly
Bristol
Myers
Squibb
Roche Group Communications
3
9. Empowered Patients are Helping Each Other…
…Doctors Too
www.nhs.uk
Roche Group Communications 4
10. No “one size fits all” model
Approach will be different based on goal
• Brand building
• Reputation management
• Crisis communication
• Customer support
• Product development
• Generating orders
• Education
• …
Roche Group Communications
11. The Value of Listening first
Monitoring can inform us:
• What the top issues are that matter to
our customers
• Where our customers live online
• How you can add value for our
customers
• When you should engage the
community
• Why customers are passionate on
certain topics
• Who is driving share of voice
Roche Group Communications
12. Listening objectives - different parts of the organization have
different objectives for listening
Func7on
Corporate
Brand
teams Market
research Clinical
comms development
12
13. Where to start?
How
do
they
speak?
What
should
I
What
search
listen
too? terms
should
I
use?
Who’s
What
are
they
Online? actually
saying?
14. Let the information come to you
Listening
Social
Media Data
Techniques
Unbiased,
Well-‐defined
EffecEve
relevant
sources
search
terms
insights
23. Different social media listening outputs
1 Social media audit
• Understand customer needs and ecosystem
• Identify main themes of customer discussions
• Evaluate attitudes and sentiments
• Etc.
2 Interactive Dashboard
•Reputation tracking
•Safety issue monitoring
•Brand tracking
•Measure impact of promotional efforts
3 Influence mapping
•Identify voices driving critical conversations
•Profile key online influencers online and offline
•Understand what motivates them and how you can engage
24. Thoughts of AE reporting
Majority of AEs identified on social media not reportable
1.an identifiable patient
2.an identifiable reporter
3.a specific drug or biologic involved in the event
4.an adverse event or fatal outcome
Only 1 in 500 posts have all this info.
30. Roche’s Twitter use cases
Mix of information and contact channel
In-bound out-bound
Monitoring of relevant topics Additional channel for info distribution
Early warning on issues Connect with stakeholders
New back channel for questions Conference/event coverage
Gather Feedback and service ideas Human voice
Roche Group Communications
31. Roche Twitter case study
Example: outbreak of swineflu in spring 2009
Monitoring showed peak in mentions of Roche and Tamiflu, influenza
We tweeted links to
• backgrounders on pandemic planning
• Educational info about influenza
• news by WHO, CDC …
• Answered media enquiries
for b-roll, photos, details
• Directed to local media contacts
• Corrected mis-information…
32. Roche Twitter case study
Example: Diabetes Blogger complaining
• Provided UK helpline details
-> blogger not interested in calling,
wants answer on his channel
• informed UK communications
+ Accu-Chek team to follow up
• gave (DM) updates to blogger
that matter was looked into
33. IR & Media News
(can be automated)
Build a profile and
engage followers
through:
• Responses
• Re-Tweets
• Questions
• Science topics
• Pictures
•„non-business“
tweets
34. Over past 18 month big pharma set up a presence on twitter
Start
of
twiYer
ac7vi7es
2008 2009 2010
@Boehringer @AstraZenecaUS @JNJComm @Amgen @Pfizernews
@Novar7s @Roche_com @genentechnews @AstraZeneca
@GSKUS
Whydot twitter analysis
34
38. Roche moves into “engaged“ quadrant; AZ and Vertex move closer
#
of
Following
Listen Following
vs.
followers
by
pharmaco:
Oct
10
!"##"$%&'()*+(,"##"$-.*(/0(123.435"6(7-5(89:;5<(=8( Engaged
&!!!"
%#!!"
%!!!"
$#!!"
$!!!"
Avrg
following:
793
#!!"
@Roche_com
!"
Think
!" %!!" '!!" (!!" )!!" $!!!" $%!!"
Talk
$'!!"
#
of
Updates
Avrg
Updates:
456 Avrg
Bubble
size
=
#
of
followers
Source:
www.twiYer.com,
July
13th
and
Dec
31st
2009;
whdotpharma
analysis
39.
40. Example: measuring results
Publication of Roche guidelines
• Over 100,000 people were
reached with the twitter
news about the publication
of the guidelines
• People commenting on the
matter included marketers,
journalists, bloggers,
doctors and patient
advocates
Number of clicks on link + Statistics on inbound traffic on website
Number of re-Tweets or reactions
Stories, comments, relationships created