Presentation by: Todd Siesky, Public Relations Manager, Roche Diabetes Care
The Healthcare Social Communications Leadership Forum is an exclusive group of senior marketing and communications executives from prominent pharmaceuticals, hospital groups, medical device and technology companies, and managed care providers. The forum was created from several programs we have produced specifically on the topic of how healthcare brands embrace social media to achieve marketing and communications objectives. The feedback from attendees, speakers, and sponsors has been so positive that we saw an opportunity to have smaller, more private forums for knowledge sharing and networking focused on how leading healthcare brands are embracing internet-based social strategies to achieve business objectives. September 23, 2010 will be the third meeting of the forum.
www.bdionline.com
Presentation by: Todd Siesky, Public Relations Manager, Roche Diabetes Care
The Healthcare Social Communications Leadership Forum is an exclusive group of senior marketing and communications executives from prominent pharmaceuticals, hospital groups, medical device and technology companies, and managed care providers. The forum was created from several programs we have produced specifically on the topic of how healthcare brands embrace social media to achieve marketing and communications objectives. The feedback from attendees, speakers, and sponsors has been so positive that we saw an opportunity to have smaller, more private forums for knowledge sharing and networking focused on how leading healthcare brands are embracing internet-based social strategies to achieve business objectives. September 23, 2010 will be the third meeting of the forum.
www.bdionline.com
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Social Media Principles | Sabine Kostevc, Roche | iStrategy, London
1. Roche Social Media Principles
iStrategy conference London, October 5, 2010iStrategy conference London, October 5, 2010
Sabine Kostevc
Head of Corporate Internet & Social Media
picture placeholder
2. Roche
One of the world’s leading healthcare companies
• Founded 1896 in Basel, Switzerland
• Founding families still hold majority stake
• 81.500 employees in 150 countries
• Sales 2009: 49.1 billion Swiss Francs• Sales 2009: 49.1 billion Swiss Francs
• # 3 in pharmaceuticals
Leader in cancer medicines
• # 1 in in vitro diagnostics
• World leader in biotech
www.roche.com
3. Social Media
Where corporates are struggling
Strategy:
Why and how to engage in social media ?
Engagement:Engagement:
Who is going to manage it and are they ready?
Leadership, Legal, IT…: don’t see the value over the risks
Resources:
It’s “free” but still needs investment:
Monitoring, evaluating, responding are time consuming
4. Social Media
Where corporates are struggling
Special challenges for pharmaceutical companies:
Not allowed to directly communicate to patients for most
products “ask your doctor or pharmacist…”
Different rules for different countries – within EU and
worldwide, e.g.:worldwide, e.g.:
Information that would be legitimate in the US may be
forbidden in the UK or other countries
Which country rules apply for a tweet or a comment on
Facebook?
>> Difficult to enter in 2-way dialogue with patients
5. No “one size fits all” model
Approach will be different based on goal
• Brand building
• Reputation management
• Employee attraction & engagement
• Customer support• Customer support
• Product development
• Generating orders
• Education
• Crisis communication
• …
6. Roche
Social Media Footprint
Some examples:
• Blog on Breast cancer (sponsored by Roche)
• Communities around Diabetes
„ Accu-Chek Diabetes Link“ and Blogger Summit„ Accu-Chek Diabetes Link“ and Blogger Summit
• Activities on Facebook + Youtube by HR teams
• Employees‘ networks
• Corporate Twitter channel
„Roche is one of top 10 pharma companies in Social Media“
JD Lasica, Socialmedia.biz
7. Roche Social Media Principles
Public and online
www.roche.com/socialmedia
8. Roche Social Media Principles
Excerpt (full text on www.roche.com/socialmedia)
• 7 Rules for PERSONAL online activities
Speaking “about” Roche
• Be conscious about mixing your personal
and business lives.
• You are responsible for your actions.
• Follow the Roche Code of Conduct
• 7 Rules for PROFESSIONAL online
activities Speaking “on behalf of Roche”
• Follow the Roche Code of Conduct and
Communications Policy.
• Follow approval processes for publications
and communication
• Follow the Roche Code of Conduct
• Mind the global audience
• Be careful if talking about Roche. Only
share public available information.
• Be transparent about your affiliation with
Roche and that opinions raised are your
own
• Be a “scout” for sentiment swings and
critical issues.
and communication
• Mind Copyrights and give credits to the
owners
• Use special care if talking about Roche
products or financial data.
• Identify yourself as a representative of Roche
• Monitor your relevant social media channels
• Know and follow our Record Management
Practices
11. Sabine Kostevc
Head of Internet and Social Media, Roche
http://twitter.com/roche_com
Thank you
http://twitter.com/roche_com
http://twitter.com/skoko