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Pharma and Social Media: What's the New Normal?

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Steve Woodruff
Steve Woodruff

When considering the role of social media in the pharma/healthcare industry, it is best to step back and grasp the overall trends shaping the way we now communicate. What is the New Normal?

Health & Medicine
1 of 40
Steve Woodruff President, Impactiviti
By the way… ,[object Object],[object Object]
Outline ,[object Object],[object Object],[object Object],[object Object]
What is Social Media?
Social Media is… ,[object Object],[object Object],[object Object],[object Object]
Networked Communications on steroids!
Networked Communications ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cultural Ubiquity Social networking is cutting across ALL areas of business (not just marketing), and the use of social networking in business is a subset of its broad use in general life and culture. It’s not going away!
Trend Currents ,[object Object],[object Object]
The Inexorable Trend Currents ,[object Object],[object Object],[object Object],[object Object],[object Object],Networked Communications are interwoven with these trend currents:
1. Disintermediation ,[object Object],[object Object],[object Object],The barriers between people and information/people/goods are rapidly falling. Example: Amazon and buying (books + whatever!)
The Bottom Line: Then There were once many walls and gaps between most people – direct contact with people and information was severely limited and regularly mediated
The Bottom Line: Now Peer-to-peer engagement: The new normal
[object Object],[object Object],[object Object],2. Mobile Computing Everything from text to video will increasingly be in portable form factors. Digital communications over a network will simply be assumed – like breathing air.
3. Self-Expression ,[object Object],[object Object],[object Object],There is no longer a barrier or time lag between idea, expression, publication, and consumption.
4. Community ,[object Object],[object Object],[object Object],People are now free to create their own communities, without top-down involvement, supervision, or geographical constraints
So…Who is in Charge Now? These Trend Currents – and the digital tools that fuel them – make the growth of social media/networked communications into virtually every sphere an inevitability.
Social Media and Pharma
Houston, we have a problem ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Sample Collision Fake Sanofi-Aventis Facebook page put up by a patient, to complain about side effects
Enforced Transparency ,[object Object],[object Object],[object Object],[object Object],The “bucket of money” black eye suffered by AstraZeneca when an internal newsletter got out.
The Empowered HCP (Healthcare Professional) ,[object Object],[object Object],[object Object],[object Object],KevinMD – popular healthcare blog
The Empowered Patient ,[object Object],[object Object],[object Object],[object Object],ePatientDave (David deBronkart) – cancer survivor, patient advocate/spokesman (on-line and off-line)
The Empowered Employee ,[object Object],[object Object],[object Object],[object Object]
Where’s the low-hanging fruit? Most community value / Best biz potential / Least risk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Companies need to figure out what activities and applications to use to successfully reach out to various audiences.
What’s in it for YOU?
Opportunity ,[object Object],[object Object],[object Object],[object Object],[object Object]
By the way… ,[object Object],[object Object],[object Object]
Start Opportunity Networking ,[object Object],[object Object],[object Object],[object Object]
Levels of Involvement
Passive Outposting ,[object Object],[object Object],[object Object]
Formal Connecting ,[object Object],[object Object],[object Object]
Lifestreaming ,[object Object],[object Object],[object Object],[object Object]
Engaging with Private Communities ,[object Object],[object Object]
Open Web Sharing ,[object Object],[object Object],[object Object],[object Object]
Levels of Intimacy
Roles People Play
What do I do now? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Where I live on-line www.stevewoodruff.com
[object Object],[object Object],[object Object],Free e-book!

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