This document discusses building digital communities in the pharmaceutical industry. It begins with an introduction of George Anagnostopoulos from Socialab and their experience in digital marketing. It then discusses Socialab providing digital marketing training and packages tailored for pharmaceutical marketers and healthcare professionals. The document outlines key terminology used in digital marketing and examines how pharmaceutical companies can take insights from other industries to improve their digital strategies and customer service. It emphasizes the importance of understanding target audiences and building communities through listening and engagement. Finally, it explores opportunities for pharmaceutical companies with new digital health technologies.

1. Digital
Community
Building in
Pharma
George Anagnostopoulos
Digital 4 Pharma
6 May 2014
socialab

2. Hello.
I am George.
I represent Socialab, the company I founded 5 years ago.
Our experience is in the whole of the marketing industry.
There are a couple of things we’d like to show you that the
rest of the industry is doing.

3. George Anagnostopoulos
§ Digital Content Creator since 1994 in the first Greek zine.
§ Digital Marketer since 1999, in a dot-com in the UK.
§ Search Marketing since 2002
§ Blogger since 2004
§ Mobile Marketing since 2006
§ Social Media Marketing since 2009
§ Judge at Ermis Awards - Digital
§ Has worked with 50+ brands in the last 14 years.

4. Experience in Education
In 2013, Socialab was approached by
the Digital Marketing Institute in Dublin,
Ireland. Their goal was to reach out to a
top agency in the country in order to
train people in digital marketing. And
we reached out to ALBA to provide
education to executives.
The Syllabus is validated by Facebook,
Twitter, PayPal & Microsoft.
The world's leading digital agencies also
validate the syllabus and ensure that it is
consistent with best practice
implementation of digital marketing,
they include Ogilvy, Aegis and Publicis
Groupe.

5. Professional Training
In fact, we are currently collaborating
with GET2WORK and offering tailored
training packages for:
u pharma marketers
u healthcare professionals

6. socialab
§ Socialab offers a range of digital marketing services:
web, social, search, display, mobile & affiliate.
§ We’ve earned both Awards and Recognition for
our work. But, most of all, we’ve won our clients’
hearts, because we always bring Results.
§ We maintain the first and most popular Greek website
about digital marketing news & tips, suit.gr, that educates
marketers and also promotes our work in the last 4 years.
§ We also manage Social Media GR, the biggest group for
digital marketing on LinkedIn with more than 3,000
members, most of which are in marketing or advertising.

7. Insightfromacrossindustries

8. Terminology
Funnel
The process from making a stranger your customer

10. Terminology
Click
The way customers go from one stage to the next in a funnel.
Can also mean Tap in Mobile or Tablets.

11. Terminology
Visit
The difference between visits, unique visitors, pageviews, hits.

12. Terminology
Conversion
Converting users from one stage of the funnel to the next

13. Terminology
CTR
Click-through rate.
20 years ago banner CTR was 44%, now it’s at less than 1%.
Same for Email for CTR and Open Rate that was 90%.
Same for Google Ads.
Marketers ruin everything!

14. Terminology
Social
Social Media: Facebook, Twitter, LinkedIn, Google+,
Blogs, Forums and more.

15. Terminology
Search
SEM Comes in two flavors: SEO & PPC
(which is sometimes also called SEM)

16. Terminology
FFF
Fans / Friends / Followers
(not used really)

17. Terminology
FOAF
Friend of a Friend
(used in WoMM)

18. Terminology
WoMM
Word of Mouth Marketing

19. Terminology
Blog
Web log that one or more users updates with content

20. Terminology
Forum
A discussion area or community.
Plural: Fora.

21. Terminology
Android
vs. iOS
Latest US stats: 52% Android, 42% iOS,
6% rest of the Operating Systems.

22. Terminology
Organic
vs. Paid
Getting seen for free; and not for free.

23. Terminology
Impression
Loading of an ad in a web page.
Times an ad was displayed.
Not how many times it was actually seen.
Now comes the time of viewable impressions.

24. Terminology
Attention
The currency of digital marketing

26. Don’t tell your story in 2014 like it’s 2007.

27. 3 categories of digital media

28. Paid
Social Ads,
Display
Advertising,
SEM/PPC,
Sponsored Posts
Owned
Website, Mobile,
Microsites,
Social Media
Accounts &
Communities
Earned
WoM, Listings,
Ratings,
Mentions,
Recom’tions &
Comments
€
♥
©
3 categories of digital media

29. Pharma:
Still stuck at
Web 1.0?

32. Are you talking to digital
natives?
Compiled by LBi Health

33. Pharma:
More Customer
Service centric?

34. Customer Service add-ons
According to the WSJ:
u GlaxoSmithKline
u Merck
u Lilly
are asking their representatives to switch from making forceful,
tightly scripted sales pitches to acting more like a resource
supporting physicians' treatment. Companies hope to get a foot in
the door by providing practical help, such as assistance educating
patients about their diseases or navigating reimbursement.
-- Wall Street Journal, 10 Jan 2012

35. Can these teach Pharma
something?

36. Customer Service add-ons
u Supporting apps:
medication & vital signs trackers, side effects & drug
compatibility indicators
u Digital communities:
Engagement of the stakeholders where they prefer to be
u Support groups:
Online or in-person patient/caregiver support groups —
branded or unbranded
u Education:
Direct patient education through online courses and in-
person seminars, focused on specific diseases
u More personalized support:
24/7 concierge services

37. Customer Service add-ons
An offering that combines drugs and supporting services can
not only significantly increase compliance and health outcomes
—indicators of success far more valuable than drug sales—but
also create a positive image for a brand among patient groups.

38. Important social media
u 5. Facebook
u 4. Blogging
u 3. LinkedIn
u 2. Twitter
u 1. Healthcare professional networks
As voted by 250 people in the pharma industry,
conducted by PMGroup and Havas Lynx.

39. Other
u YouTube
u Vimeo
u Pinterest
u Instagram

40. A note about video
HCPs will tell you that video content is effective. In fact,
according to Manhattan Research, 70% of HCPs agree
that watching video is an effective way to learn new
information (Manhattan Research, Taking the Pulse®
v12.0)
According to ComScore nearly 50% of consumers report
that online health videos serve as a top resource when
searching for medical conditions and prescription drug
information. 53% of people over 65 watch videos online.
(Sources: comScore, 12th Annual Survey on Consumer
Reaction to DTC Advertising of Prescription Drugs)

41. Why Digital Communities?
People are looking somewhere to help….
(patient communities with like-minded
people)

42. Audiences VS Communities
Audience:
• is one-way
• not interactive
• not social
• passively watches or reads
• doesn’t participate Or share with others
VS
Communities:
• two-way conversation
• living, breathing thing
• extremely interactive
• social
• some people just watch or read, but many also
participate and share with their friends

43. Understand why
your target
community uses
digital channels.
Understand what kinds
of digital channels they
use.
Understand how
your target
community like to
be communicated
with. What tone
works in what
channel?
It is crucial that you provide a
detailed description of each of your
target audiences. Build community
profiles or personas to better
understand your community member.
who
why
what
how
Understanding
Your Community

44. Understanding Your
Community
Principals
Listening
Engaging
…build great customer experience

45. Listening never stops!
Social media enables Pharma marketers to get a better
understanding of stakeholder’s emotions and behaviors, and
at the end of the day it is emotions and behaviors that
impact Pharma sales.
……and here is a hint – it is probably not about you,
it’s what are their needs.

46. 7 Ps

47. Communities are made up of
people
Patient
Patient’s Friends & Family
Patient Groups
Providers: Physicians / Pros
Payers
Press
Public

48. Patient
Patient’s Friends & Family
Patient Groups
Providers: Physicians / Pros
Payers
Press
Public
Patient

49. It’s all about being there...
Patient Digital
community

50. Patient’s journey stars here...

51. Direct engagement
Stakeholders
Search
Engine

60. One thing is
obvious...

63. Did you notice
something odd?

64. Did you notice
something rare?

65. No
advertisements!

66. No
communities!

67. The beginning of the patient’s journey
is virgin land for Pharma!

68. What is Wikipedia, if not a
community?

69. Are you on Wikipedia?

70. Closed community audience
Pharma
Doctors Pharmacists

71. Open community audience
Pharma
Patient F&F Groups Press Public Payers
3rd party

72. Which media would be
appropriate for this platform?

73. Most probably,
ALL of them.

74. Maybe not for
hosting the
information, but for
disseminating it.

75. Platform specs: front-end
u Typical CMS with careful workflow design
u Doctor Blogs
u Patient Blogs
u Forum
u Doctors’ directory & reviews

76. Platform specs: back-end
u Listening / Monitoring
u Upgrading friendlies to opinion leader status
u Meeting with key patients
u Good and relevant audience on events, e.g. Heart Day

77. The future of pharma
communities today:
u Phones
u Tablets
u Nike+ Fuelband
u Google Glass
u Oculus Rift

78. Apple was looking for a
physiologist
A job advert posted on apple.com on 6 Feb 2014 read:
The job will require employees to "design and run user
studies related to cardiovascular fitness & energy
expenditure, including calories burned, metabolic rate,
aerobic fitness level measurement/tracking and other key
physiological measurements."
The role will require application of "relevant knowledge
to the design of products and their testing/validation
through user studies.
Possibly for the iWatch prototype?

79. Oximeter

80. Oximeter: Nintendo Wii
Vitality Sensor

81. Oximeter: Samsung Gear Fit

82. Latest health news: Samsung

83. Google Glass: UK research
for Parkinson patients

84. Google Contacts: Monitor Glucose levels
for T2 Diabetes and people with visual
disabilities.

85. Alvin Systems is taking the Disney-used
RFID-enabled wristbands and using them
for better patient identification and care

86. Apple patented this:

87. Apple patented this:

88. Pharma
u Can apps be considered part of Pharma?
u Why are the big players like Apple and Samsung going
into Health?
u Why has Google’s founder Sergey Brin funded his
wife’s idea for 23andme?

89. This convergence means
something:
1. Communities provide the data
2. Technology collects the data
3. Big Data crunches the data
A community is bigger than just a
website or a forum!

90. What does monitoring do?

91. Monitoring tools

92. Monitoring tools

94. Monitor by Sidebar

95. Monitor by Sidebar

96. Monitor Report Sample

97. Monitor Report
Sidebar Monitor Report
http://monitor.sidebar.gr/

98. Monitor Report

99. Monitor Report

100. Monitor
Let’s see it live!

101. Thank you.
Questions?
socialab