Healthcare organizations today are seeking commercial effectiveness as a source of competitive advantage especially in light of current day challenges – patent loss, cost pressures, new product approval processes, and emerging new influencers to name a few. Towards this end, organizations are using Social Media as a marketing, communication and engagement tool. Common outcomes and measures include Facebook likes, Twitter followers, increased awareness, and share of voice. But, can Social Media impact revenues? Is this even a realistic expectation? Debjani Deb,Managing Partner, EmPower Research and Buddy Scalera,SVP - Interactive Content & Market Research, Ogilvy CommonHealth Worldwide, two distinguished thought-leaders, share their perspectives on how Social Media can enable stakeholder insights and impact revenues.

1. S o c i a l M e d i a a n d Reve n u e I m p a c t
I s i t a n u n r e a l i s t i c e x p e c t a t io n ?
© 2011 Copyright Genpact. All Rights Reserved

2. SECTION 1
THE CHANGING LANDSCAPE

3. The paradigm shift we see today : pharma’s traditional models
are at risk
Shrinking innovation gap Rise of the generics
Innovation and R&D gap is shrinking Fierce price competition due to growing
rapidly leading to lesser and lesser market for generics is resulting in
differentiation slashed profit margins
$ 83 Billion $ 150 Billion+
2009 2015
Generics market size projection
Innovation and R&D
You Competitors
Source: BCC Research

4. The competitive environment today is fueling the race to attract
stakeholders
The race is on to win over stakeholders
How can we create enough positive awareness,
1 perception and sentiment among stakeholders to
drive active consideration for our brands?
How can we channelize positive stakeholder
2 experiences to drive advocacy and at the same time
avoid viral negativity of bad experiences?
How can we learn from stakeholders to identify
3 emerging trends, unmet needs, issues and
opportunities across the disease life-cycle?

5. The advent of social media as a potential game changer: the
trend coincides with the needs that marketers face
66% 35% 60%
83%
of online adults search look up a specific Seek alternative Search for “someone
for health information disease or problem treatments like me” experience
6 out of 10
66% 50% 21%
of Pharma companies of online physicians of physicians use Social
Doctors in US are online use social media refer Wikipedia Media to connect to KOLs
Sources: The Social Life of Health Information, Pew Internet and American Life Project, Forrester Research, Manhattan Research

6. AUDIENCE How many of you are currently
DISCUSSION: engaged in some form
FACEBOOK TWITTER GOOGLE BUZZ YOU TUBE BLOGGER
STUMBLE UPON LINKED IN PICASA MYSPACE FLICKR

7. SECTION 2
ADAPTING TO THE CHANGE

8. The evolution of social media adoption
Market
Listen
Engage
Learn
Regulatory Bodies

9. The listen, learn, engage cycle has applications across the
disease lifecycle
Pre-diagnosis Diagnosis Treatment Lifestyle
• Understand information • Learn about points of • Learn about • Learn about the
flow and online support influence and the medication adherence health and wellness
sought by stakeholders influence map trends for a disease associations to
• Know more about • Understand why design holistic
• Learn how this flow patient pathways to certain drug brands wellness
varies by therapeutic facilitate early are being considered management
area diagnosis over others program
Online KOL identification and tracking at each stage

10. CASE STUDIES ACROSS DISEASE LIFECYCLE
APPLICATIONS OF SOCIAL MEDIA

11. A illustrative application for the pre-diagnosis phase:
Learning about information flow
Asthma attack Bronchitis
asthma symptoms
Breathing symptoms
problems treatment Shortness of
breath
asthma Difficult
diabetes breathing Asthma
A major drug company
used social media to allergy asthma Allergic
understand search center Asthma
patterns for allergic allergy Cat
asthma asthma
asthma. associates Skin
This helped them asthma
Severe
develop optimal Allergic
information messaging Asthma
strategy. allergy asthma
ventolin associates
COPD repeated
attacks
high IgE

12. A illustrative application for the diagnosis phase:
M a p p in g p a t i e n t p a t h w a ys
Minor/ Early Symptoms
Early Symptoms
leading to Acromegaly
General Physician
Peer Suggestion/ Online
Symptoms
Patient Still Suffering (51%)
Treatment for the
Late Symptoms
Lack of knowledge minor ailments
amongst physicians and
late emergence of Physical deformation
symptoms for Acromegaly
leading to late diagnosis Endocrinologist Neurologist Other Specialists
Diagnosis
were key concerns. (Lack of evidence of
(30%)
activities)
Social Media Analysis
helped in understanding Diagnosis (GH, IGF) Brain MRI Scan
the patient journey from
symptom to treatment.
Confirms Acromegaly Treatment
Treatment
(36%)
Surgery (large tumor) Medication (small tumor)
Reoccurrence/
Radiation (for residues) Acromegaly Treated Recurrence Cured (11%)
Acromegaly Cured

13. A illustrative application for the diagnosis phase:
I d e n t if yi n g p o i n t s o f i n f l u e n c e
Blogs
Independent
Communities
Mass Social
Blogs Media
A global Pharma leader (Facebook,
Blogs You Tube,
uses social media to LinkedIn…)
Discussion
identify online influencers Groups
and track their influence
sphere for Atrial fibrillation.
It uses this information to Community
Portal
learn how online
influencers are shaping Advocacy Local
treatment choices Influencer Groups User
Site
Groups
Other
KOLs
Regulators

14. A illustrative application for the treatment phase:
Tr a c k i n g b r a n d K P I s
What Physicians Said What Patients Felt
70 70
60 60
50 50
40 40
Most physicians 30 30
considered Drug X very 20 20
10 10
efficacious.
0 0
Theme 5 Theme 4 Theme 3 Theme 2 Efficacy Price Theme 2 Theme 3 Theme 4 Theme 5
However, social media
research revealed that
patients want to switch Loyalists
to more economical
alternatives. Switchers
Prospects

15. A illustrative application for the treatment phase:
Tr a c k i n g a d h e r e n c e a n d i t ’s d r i v e r s
 Emotional state
 Health beliefs
 Socio Economic
Factors
Personal
Factors
While Afinitor’s
Factors
prescribed dosage is impacting
10mg, Social media adherence
research revealed that
many patients preferred Interaction Treatment
5mg dosage owing to with System
Factors
adverse reactions
 Relationship with  Side effects
providers  Costs
 Satisfaction with care  Immediate benefits

16. A i l l u s t r a t i v e a p p l i c a t i o n f o r t h e l i f e s t yl e p h a s e :
I d e n t if yi n g a s s o c ia tio n s o f h e a t h a n d w e l ln e s s
Association 2
Association 1
Sub-themes
Sub-themes
Sub-themes
Sub-themes
Association 5
A leading CPG firm Sub-themes
used social media to Sub-themes
understand the
emerging associations
Sub-themes
of health and wellness
Sub-themes
and identify Association 3
opportunities for
messaging and Sub-themes
education.
Sub-themes
Sub-themes
Sub-themes
Sub-themes Sub-themes
Association 4

17. SECTION 3
SOCIAL MEDIA R oI

18. Its all good to listen, learn and engage but the core issue
today is to be able to measure returns
Relevance Management is not convinced by
absolute measure such as these
Leadership will not be content when DASHBOARDS
results are conveyed as re-tweets,
fans or number of followers
Metrics need to reflect SITE STATISTICS
impact on top line or
bottom line

19. Clearly, the market is moving towards listen, learn, engage with
a RoI intention
Brand
Top line Event Sentiments
enhancement Influencer
Efficacy
Adherence Mapping
Levels
Social
Media Perception Crowd
Presence Mapping Sourcing
Segmentation
Monitor
Chatter
Bottom line Patient
reduction Pathways
Crisis Untapped
Alerts Opportunities
Market Listen Learn Engage

20. CASE STUDIES
EXAMPLES OF RoI

21. Case 1: stemming revenue leakage
Copaxone, used for treating Multiple Sclerosis was analyzed
Case in social media to understand brand consideration and
background losses due to switching behavior
Therefore Revenue loss due to switchers
= 1600* $42,300 ≈ $ 67.6 Million
N o t e : There were more than 20,000 conversations on the brand of which 6156 pertained to purchase consideration

22. Case 2: smart targeting
Social media conversations on pre-diagnosis for Acromegaly
Case were analyzed to gauge business potential for early online
background engagement with patients
Pre-
diagnosis
Educating these
patients about their
condition will help in
Diagnosis
gravitating them
towards an early and
timely treatment
Treatment phase, and thus help in
revenue optimization
Therefore Revenue opportunity in Pre-diagnosis
Lifestyle
= 563* $30,000 ≈ $ 17 Million
N o t e : There were 10,116 conversations on Acromegaly of which 971 were identified to have originated by unique patients

23. Case 3: driving adherence
Conversations on Crestor were analyzed to estimate the
Case potential revenue opportunity if adherence issues can be
background identified in time and acted upon
Revenue opportunity by driving adherence
(3354 +0.5*2236)*$1392 ≈ $ 6.2 Million
N o t e : 8.5 % of all conversations were found to be on medication adherence

24. Case 4: driving advocacy
Metamucil , a major OTC brand in laxatives category was
Case tracked to gauge revenue impact potential that brand
background advocates and influencers can generate
Revenue opportunity by driving advocacy
2,316 * $70 ≈ $ 162,000
N o t e : Our research shows that each advocate (people recommending the drug) can influence 3 patients on an average

25. SECTION 4
DISCUSSION: BEST PRACTICES

26. 26
What are the AE
LEGAL implications?
How can I use this
medium to monitor and
PUBLIC RELATIONS
act on negativity?
How can we enable
MARKETING engagement with
stakeholders?
How does it provide BRAND TEAMS
insights over and above
existing trackers?
COUNTRY SPECIFIC TEAMS
Will the methodology
hold up?
Can I get local market R&D
insights?

27. Thank You !
www. g e n pa c t . c om www. em p o w e r r es e a rc h . c om

28. Social Media
in
Pharmaceutical Commercial Context
Buddy Scalera
SVP - Interactive Content
& Market Research
Ogilvy CommonHealth Worldwide
© 2011 Copyright Genpact. All Rights Reserved

29. Hi.
@MarketingBuddy

30. What are social networks
• Social networks are groups of individuals
unified by common
• Interests
• Vocations
• Passions
• Needs
• Before the Internet groups were limited
by proximity
• Online social networks are all about the
Long Tail context
• Fans of Walking Dead
• Moms who marathon
• Vampires in New York

31. Context & Proximity
Motivates people to take action because it is relevant.

32. And It Isn’t New in Pharma
KOL 1.0 KOL 2.0 – the Virtual Community Leaders
Managed Consumer/
Traditional Extended Dr. Digital AHCP
Markets Digital
• Academia • Global • HCP Blogs • Nurses • HECON • Bloggers
Recognition
• Department • SERMO • Nurse • P&T • Social networks
Chairs • Regional (US, Practitioners Committee
• Twitter • Bulletin Boards
EMEA, LatAM,
• Research/ • Physician • Formulary
Asia) • Social • Chat Rooms
Clinical Trial Assistants
Networks • Medical Ad
Investigator • Local • Twitter
• Pharmacists Board
• Satellite Radio
• Published • Advocacy sites
• Dieticians • Megaplans
• TV
• E-zines
• OT
• Web sites
• Websites
• Podcasters

33. 33

35. Not necessarily.

36. Pharma Started Getting Social on MySpace

37. Pharma on Facebook

38. Pharma on YouTube & Podcasts

39. Pharma Blogs & Tweets

40. Professional

41. A Conundrum
• How can we participate in social & Web 2.0 marketing….while being responsible to our
brands?

42. Some Things Are In Our Control
• Fresh, factual content is welcome… share it
• Lack of content limits our voice and damages our credibility…speak up
• Reputation and respect must be earned, cultivated, and maintained…
step up

43. Some Things Are Not…
• Brand bashers
• Modern-day mashups
• The next big thing…

44. Where Do We Go From Here?
• Use our voices…silence is not golden
• Promote our product benefits…
• Engage where we can…

45. Avoid Direct Mail from the FDA
• FDA Guidelines
• AE Challenges

46. Investing in Social 46
• Setting KPIs
• Driving Conversions
• Measure ROI

47. Be Authentic
• Trust Marketing & Reputation Marketing are more important than ever
• You can fool some of the people…but you’ll probably get caught

48. New Opportunities
• Innovators and early adopters have laid a solid foundation
• Evolving technology is developing a brave new world…in real time
• Social media marketing is slow

49. 49
Be the Best 2nd.

50. 3 Rules for 2.0
• Speak the Language
• Keep it Real
• Measure, Modify, Move

51. Thank you!
Let’s be friends.
See you at DTC National 2012!
Buddy.Scalera@ogilvy.com
973-352-4180
Ogilvy CommonHealth Worldwide: blog.ogilvychww.com
Buddy’s Marketing Blog: WordsPicturesWeb.com
Twitter @MarketingBuddy