1. 1
50 million Tweets per day
350 million Facebook Users (70% Outside the US)
Facebook Now Drives More Traffic to Web Sites than Google
11 million European Linkedin Users in Europe
70% of Bloggers are Organically Talking About Brands on their Blogs
Whenever someone logs on to a Computer, 60% of the Time it’s for Social
Reasons
Pharmaceutical Companies Are Not Yet a Meaningful Part of the
Conversation!
Should They Be?
April
10
Olivier
LAURENT
www.Health2Europe.com
www.Coliganegroup.com

2. 2
Pharmaceutical Companies Are Not Yet a Meaningful
Part of the Conversation!
Should They Be?
Table of Contents
Introduction................................................................................................................................................. 3
What
is
social
media?.................................................................................................................................. 3
Non
Parma
Involvement.............................................................................................................................. 8
Is
there
a
Problem?...................................................................................................................................... 8
What
is
Being
Said? ..................................................................................................................................... 8
So
how
is
the
Pharmaceutical
Companies
Participating?............................................................................ 9
Pharma
and
Twitter................................................................................................................................... 11
What
To
Do................................................................................................................................................ 12
Social
Media
Listening
Apps ...................................................................................................................... 12
Designing
a
Social
Media
Program
That
Makes
Sense .............................................................................. 15
Conclusion ................................................................................................................................................. 18

3. 3
Pharmaceutical Companies Are Not Yet a Meaningful
Part of the Conversation!
Should They Be?
by
Olivier
LAURENT
(CEO
Coligane
group).
Introduction
We
live
in
a
world
where
consumers
are
deeply
engaged
when
it
comes
to
their
health.
As
consumers
search
online
to
educate
themselves
about
disease
states,
cures,
drug
information
and
support,
there’s
one
common
truth:
they
trust
discussions
with
other
consumers
when
it
comes
to
information
on
their
health.
This
presents
both
a
challenge
and
an
opportunity
for
pharmaceutical
companies
to
gain
consumer
trust
and
loyalty,
especially
in
this
age
of
multimedia.
However,
if
pharmaceutical
companies
can
join
in
the
conversation
–
known
as
social
media
–
then
they
have
an
opportunity
to
gain
this
trust.
Yesterday,
brands
told
stories.
Today,
consumers
tell
stories
about
your
brands.
Pharmaceutical
companies
that
work
to
incorporate
social
media
as
part
of
their
long-­‐term
marketing
vision
will
start
to
create
the
foundations
toward
earning
their
seat
at
the
table
to
participate
and
listen
to
these
high-­‐value
conversations
about
their
brands.
What
is
social
media?
Social
media
is
collaborative
communication
that
is
fueled
by
technology.
It
empowers
individuals,
groups
and
institutions
to
actively
participate
in
creating,
finding,
using,
sharing
and
expanding
content
(opinions,
experiences,
insights
and
media)
together.
Social
media
let’s
people
have
a
conversation
about
the
ideas
we
care
about.
According
to
the
Pew
Internet
and
American
Life
Project,
not
only
do
people
use
the
Internet
to
seek
information
about
healthcare
options,
but
also
people
with
chronic
illnesses
are
more
likely
to
access
and
act
on
information
they
get
from
the
Internet.
If
people
are
moving
to
the
web
to
get
this
information,
and
pharmaceutical
companies
don’t
join
in,
then
they
are
leaving
their
brand
to
be
shaped
almost
entirely
by
outside
forces
with
zero
control
of
their
message.

4. 4
Generally
speaking,
what
someone
suffering
from
an
illness
wants
is
information.
Patients
want
information.
Pharma
holds
much
of
the
information.
Pharma
has
a
unique
ability
to
educate
patients
as
much
as
possible.
Social
media
includes
what’s
referred
to
as
user
generated
content
(UGC),
which
is
produced
by
“ordinary
people”
as
opposed
to
traditional
media
producers.
Examples
of
UGC
include
blogs,
podcasts,
tagging,
ratings,
videos
and
photos.
In
fact,
75%
of
all
online
adult
consumers
and
92%
of
online
youth
use
one
or
more
forms
of
UGC
content.
Self-­‐
expression
isn’t
new,
but
technology
has
made
it
easier
to
reach
wider
audiences.Social

5. 5
media
enables
communities
to
more
easily
form
and
stay
connected,
which
radically
increases
the
speed
and
force
of
change.
Social
media
is
a
broad
cultural
revolution
-­‐
not
an
exclusive
domain
of
teenagers
on
a
site
like
Myspace
or
Facebook.
Because
of
this,
consumers
now
expect
(and
almost
demand)
collaboration
and
participation
in
virtually
every
aspect
of
their
lives.
As
an
example,
more
people
voted
on
the
last
American
Idol
finale
than
have
ever
voted
in
a
presidential
election.
How
is
this
possible?
Through
the
ease
of
picking
up
a
mobile
device
and
sending
a
text
message
from
any
place
at
any
time.
In
healthcare,
adoption
has
been
accelerated
as
consumers
are
fed
by
the
inherent
trust
that
social
media
provides.
At
this
very
moment,
more
than
500
groups
on
Yahoo!
are
dedicated
to
just
speaking
on
the
subject
of
diabetes
with
approximately
25,000
consumers
participating;
there
are
33,112
photos
on
flickr,
a
photo
sharing
site,
that
have
been
tagged
as
“cancer”
related;
and
1,745
questions
about
asthma
have
been
posted
on
Yahoo!
Answers,
a
site
where
consumers
can
ask
a
question
on
any
topic
and
get
answers
from
real
people.
With
this
shift,
consumers
have
gone
from
listening
to
you
–
Parma,
to
having
conversations
with
others
about
you.
To
succeed
in
this
new
world,
companies
must
leverage
social
media
to
have
conversations
with
customers
at
scale.

6. 6
According
to
The
Nielsen
Company,
global
consumers
spent
more
than
five
and
half
hours
on
social
networking
sites
like
Facebook
and
Twitter
in
December
2009,
an
82%
increase
from
the
same
time
last
year
when
users
were
spending
just
over
three
hours
on
social
networking
sites.
Social
networks
and
blogs
are
the
most
popular
online
category
when
ranked
by
average
time
spent
in
December,
followed
by
online
games
and
instant
messaging.
Facebook
was
the
No.
1
global
social
networking
destination
in
December
2009;
67%
of
global
social
media
users
visited
the
site
during
the
month,
spending
nearly
six
hours
per
month
on
the
site.
Twitter.com
continued
as
the
fastest
growing
in
December
2009
in
terms
of
unique
visitors,
increasing
579%
year-­‐over-­‐year,
from
2.7
million
unique
visitors
in
December
2008
to
18.1
million
in
December
2009.

7. 7
While
technology
has
been
the
enabler,
it
is
ultimately
people
that
are
the
driving
force
behind
social
media.
As
more
people
contribute,
the
content
gets
richer
and
the
engagement
becomes
more
powerful.
For
example,
think
about
medications.
Drugs
could
be
rated,
ranked,
discussed
and
reviewed
by
millions
online
-­‐
much
like
books
on
Amazon.
But
with
this
fundamental
change
in
media
comes
the
new
challenges
of
marketing
to
this
empowered
online
audience.
Social
media
marketing
is
a
compelling
opportunity
for
pharmaceutical
companies
to
reach
their
most
influential
audience.
Recent
research
conducted
by
Manhattan-­‐based
Hall
and
Partners
Healthcare
found
that
online
health
consumers
are
hyper-­‐engaged
and
leverage
almost
twice
as
many
information
sources
to
learn
about
disease
states
and
prescriptions
than
the
average
consumer.
Additionally,
75%
of
consumers
that
participate
in
UGC
often
share
online
health
information
with
others.
Even
between
“typical
users,”
interaction
with
the
most
passive
of
social
media
tools,
online
search
-­‐
which
is
driven
in
large
part
by
consumers’
anonymous
choice
of
the
most
popular
results
and
destinations
–
shows
that
health
searchers
crave
information
and
interaction.
Additional
information
from
the
study
showed
the
habits
of
consumers
searching
online
for
health
information
differ
significantly
from
their
non-­‐searching
counterparts.
Online
searchers
are
so
engaged
that
they
look
for
information
on
more
than
just
one
condition
and
seek
to
learn
about
multiple
conditions
and
symptoms.
They
also
spend
more
time
on
search
engines
(68%)
and
health
sites
(51%)
than
with
family
and
friends
(18%)
to
seek
information
about
symptoms,
diagnosis
and
prescriptions.
With
the
interaction
of
UGC,
search
and
personalization,
global
health
communities
are
growing
into
powerful
forces.
These
communities
are
built
around
people
with
a
common
purpose
that
want
to
participate,
be
heard
and
discover
information
that
is
relevant
to
their
interests.
For
every
creator
of
content
–
a
physician
writing
a
blog,
for
example
–
there
are
roughly
10
synthesizers
actively
commenting,
sharing,
rating
and
reacting.
For
each
group
of
synthesizers,
roughly
100
consumers
read,
watch,
listen
and
enjoy
while
participating
only
occasionally.
All
three
of
these
groups
have
a
valid
place
within
the
community.

8. 8
Non
Parma
Involvement
PR
firm
Burson-­‐Marsteller
studied
the
100
largest
companies
in
the
Fortune
500
list
and
found
that
79%
of
then
use
Twitter,
Facebook,
YouTube
or
corporate
blogs
to
communicate
with
customers
and
other
stakeholders.
Twitter
is
the
most
popular
platform
that
the
companies
use;
two-­‐thirds
of
the
Fortune
100
has
at
least
one
Twitter
account.
Actually,
they
have
an
average
of
4.2
Twitter
accounts.
Fifty-­‐four
percent
have
at
least
one
Facebook
fan
page,
50%
have
at
least
one
YouTube
channel,
and
33%
have
at
least
one
corporate
blog.
Twenty
percent
of
the
companies
use
all
four
social
media
platforms.
Is
there
a
Problem?
Researchers
found
that
among
more
than
75,000
Massachusetts
patients
given
drug
prescriptions
over
one
year,
22
percent
of
the
prescriptions
were
never
filled.
The
rate
was
even
higher
-­‐-­‐
28
percent
-­‐-­‐
when
the
researchers
looked
only
at
first-­‐time
prescriptions.
What
is
significant
is
that
between
28%
and
31%
of
new
prescriptions
for
diabetes,
high
blood
pressure
and
high
cholesterol,
went
unfilled,
according
to
findings
published
in
the
Journal
of
General
Internal
Medicine.
What
is
Being
Said?
A
small
fraction
of
the
social
media
landscape
is
talking
about
pharmaceutical
products
(see
data
in
appendix).
a. For
example,
the
average
#
of
Lipitor
blog
posts
for
the
week
of
Feb
4,
2010
was
0.0025
percent
of
all
posts.
b. The
number
of
Lipitor
tweets
on
March
2,
2010
was
381.
Of
these
about
¼
related
to
purchasing
Lipitor,
½
related
to
negative
comments
with
the
remainder
having
questions
about
use
of
the
product.
Most
of
the
“buzz”
is
one-­‐way
and
not
very
supportive
of
Pharma
brand
and
product
objectives.

9. 9
So
how
is
the
Pharmaceutical
Companies
Participating?
This
emerging
paradigm
is
challenging
Pharmaceutical
companies
to
stretch
beyond
their
present
cultural
patterns.
Pharmaceutical
companies
are
cautiously
moving
into
the
communications
equivalent
of
a
black
hole:
social
media
(also
known
as
Web/Health
2.0
or
participatory
medicine).
Some
companies
(primarily
in
the
United
States)
are
dabbling
in
blogs,
non-­‐branded
websites
and
Facebook
pages;
others
are
writing
text
messages
on
Twitter
and
posting
videos
to
YouTube.
An
example
held
out
as
a
shining
example
–
yet
the
numbers
are
still
paltry:
J&J
This
is
why
J&J’s
digital
footprint
is
unrivaled
in
the
industry.
The
list
of
examples
is
impressive
and,
better
still,
most
of
the
above
brand
properties
link
to
one
another,
improving
site
traffic
and
the
brand’s
overall
search
performance.
Here
is
a
list
of
accomplishments:
• An
influential
corporate
blog
(JNJ
BTW)
• 1,196
YouTube
subscribers
• 1,743
Twitter
followers
@JNJComm
• Accuminder
Facebook
application
• Multiple
Facebook
pages
targeting
specific
audiences,
consumer
products
and
conditions
• Camp
Baby
hosted
50
mommy
bloggers
for
a
2-­‐day
conference
YET
If
one
thinks
of
the
size
of
J&J
and
the
number
of
people
that
use
their
products
–
those
numbers
are
far
from
impressive
–
in
fact
they
are
shockingly
low.
So
even
though
J
&
J
is
involved,
the
public
still
does
not
see
them
as
a
partner
in
the
conversation.
Examples
of
pharma
companies
in
the
US
using
social
media
tools
are
many.
Merck
uses
Facebook
to
promote
Gardasil,
its
cervical
cancer
vaccine;
Bayer
Aspirin
has
a
Facebook
page
for
women;
McNeil
has
an
adults-­‐with-­‐ADHD
awareness
page;
YouTube
has
hosted
promotional
videos
such
as
GlaxoSmithKline's
restless-­‐legs
awareness
film
and
spots
for

10. 10
AstraZeneca's
asthma
medicine
Symbicort;
Reckitt
Benckiser
has
used
MySpace
to
distribute
advice
on
kicking
the
prescription
painkiller
habit
and
Pfizer
has
a
Chantix
Support
Group
on
drug.com,
for
tobacco
patch
users
who
are
trying
to
quit
smoking.
Pfizer,
GSK,
Merck,
Bayer,
J&J,
AstraZeneca
etc
are
also
now
joining
these
communities
to
initiate
a
meaningful
dialogue
with
important
stakeholders.
Some
of
these
companies
have
already
created
un-­‐branded
sites
like,
silenceyourrooster.com
or
iwalkbecause.org,
to
foster
relationship
with
patients'
group
through
online
activity,
the
contents
of
which
have
been
generated
by
the
users
themselves
of
the
respective
social
medium.
With
the
help
of
click-­‐through
links
these
sites
lead
to
the
branded
sites
of
the
concerned
companies.
For
pharmaceutical
marketers,
it
is
crucial
to
engage
the
creators
and
synthesizers,
known
as
consumer
opinion
leaders
(COLs)
in
the
communities
important
to
your
customers.
Like
physician
key
opinion
leaders,
they
have
a
voice,
which
is
multiplied
by
their
community
influence.
For
example,
on
Yahoo!
Answers,
“Nurse
Annie”
is
a
21+-­‐year
registered
nurse
that
has
answered
over
3,000
questions
correctly
from
curious
consumers.
Although
she
is
involved
in
the
medical
community,
Nurse
Annie
has
now
become
a
COL
for
many
everyday
folks
that
are
looking
for
more
information
and
the
human
touch
that
can’t
be
found
from
typing
keywords
into
a
search
box.
Pharmaceutical
marketers
don’t
need
to
retreat
from
social
media
and
hide
behind
a
wall
of
adverse
event
forms.
Just
as
we
have
built
communities
of
physicians
who
speak
openly
with
each
other
about
our
products,
we
have
an
opportunity
to
nurture
and
learn
from
consumer
communities
as
well.
First,
Pharma
must
listen
with
intent.
Yes,
Pharma
may
have
to
use
the
same
cumbersome
AE
reporting
mechanisms,
but
the
benefits
of
understanding
the
meaning
of
your
brand
to
communities
will
outweigh
the
hassle.
Analyzing
what
you
hear
can
reveal
a
gap
in
consumer
awareness.
What’s
more,
a
number
of
tools
have
emerged
to
help
consolidate
the
vast
array
of
social
media
input,
from
free
online
evaluators
like
Intelliseek,
to
sophisticated
and
customized
tracking
services
like
Cymfony.
Once
marketers
have
a
firm
grasp
on
the
language,
attitudes,
brand
perceptions
and
key
COLs
in
their
consumer
community,
pharmaceutical
company
participation
can
range
from
targeted
media
placement
to
integration
and
empowerment.
The
days
when
pharmaceutical
companies
would
insist
on
filling
their
pipelines
with
blockbuster
drugs
have
come
and
gone.
.
But
more
than
that,
medicine
has
changed
from
chasing
mass-­‐market
conditions
to
disease
categories
that
impact
a
fewer
subset
of
people.
This
requires
a
more
personalized
approach
to
treatment.
How
does
this
impact
marketing?
Marketing
has
been
forced
to
respond
to
the
shifting
pharma
landscape
and
match
its
efforts.
In
a
world
of
personalized
medicine,
mass
marketing
efforts
now
seem
to
make
less
and
less
sense.
Hitting
as
many
eyeballs
as
possible
does
little
to
move
the

11. 11
needle
on
drug
sales
of
an
orphan
drug
targeted
at
specific
disease
states.
The
same
can’t
be
said
for
social
media.
Social
media
marketing
programs
are
designed
to
engage
with
the
patient
at
a
personal
level.
By
its
nature,
social
media
is
best
suited
for
a
specific
audience
with
similar
interests.
The
beauty
is
this
is
a
two-­‐way
street.
Patients
are
far
more
likely
to
be
engaged
in
Pharma
marketing
efforts
if
it
strikes
a
personal
chord.
Personalized
medicine
necessitates
personalized
marketing.
Pharma
and
Twitter

12. 12
What
To
Do
Listen!
The
first
step
is
to
finds
ways
to
listen
to
consumers
–
your
present,
past
and
future
customers.
The
goal
is
to
learn
what
they
are
saying
about
your
brand
or
products,
the
competition
and
the
general
landscape
that
your
products
fit
into.
Social
Media
Listening
Apps
1.
Google
Alerts
Google
Alerts
is
the
steady
rock
in
the
sometimes
white-­‐water
world
of
monitoring.
You
can
easily
target
keywords
that
are
important
to
your
brand
and
receive
streaming
or
batched
reports….
I
use
this
regularly
to
find
out
the
latest
noise
on
a
topic
or
brand
2.
Technorati
Billing
itself
as
“the
leading
blog
search
engine,”
Technorati
has
been
helping
bloggers
and
those
with
their
fingers
on
the
blog
pulse
stay
informed
for
years.
3.
Jodange
Tracking
your
brand
or
a
product
is
one
thing,
but
turning
that
tracking
into
a
measure
of
consumer
sentiment
about
your
brand
or
product
is
something
completely
different.
For
that,
Jodange
has
TOM
(Top
of
Mind),
which
tracks
consumer
sentiment
about
your
brand
or
product
across
the
Web.
4.
Trendrr
Want
to
know
how
your
brand
or
product
is
trending
compared
with
others?
Trendrr
uses
comparison
graphing
to
show
relationships
and
discover
trends
in
real
time.
Use
the
free
account,
or
bump
it
up
to
the
Enterprise
level
for
more
functionality.
5.
Lexicon
What
are
people
talking
about
on
Facebook?
Lexicon
searches
Facebook
walls
for
keywords
and
provides
a
snapshot
of
the
chatter
volume
around
those
terms.
6.
Monitter
everyone
is
talking
about
Twitter,
but
what
are
people
talking
about
on
Twitter?
Beyond
the
integrated
search
of
Twitter
apps
like
Twhirl
and
TweetDeck,
Monitter
provides
real-­‐time
monitoring
of
the
Twittersphere.
7.
Tweetburner
In
the
world
of
Twitter,
URL
shortening
is
the
Obi-­‐Wan
(it’s
your
only
hope)
for
effectively
connecting
with
the
public.
Tweetburner
also
lets
you
track
the
clicks
on
those
magically
shortened
links,
giving
you
some
hard
numbers.
8.
Twendz
Public
relations
shop
Waggener
Edstrom
recently
launched
its
Twitter-­‐
monitoring
tool,
Twendz.
The
tool
piggybacks
off
Twitter
Search
to
monitor
and
provide
user
sentiment
for
the
real-­‐time
Twitterstream—70
tweets
at
a
time.
Paid
Apps
9.
TruCast
TruCast
by
Visible
Technologies
provides
in-­‐depth,
keyword-­‐based
monitoring
of
the
social
Web
with
an
emphasis
on
blogs
and
forums.
Its
dashboard
applications
provide
visual
representations
of
sentiment
and
trends
for
your
brands
online.
10.
Radian6
Radian6
pulls
information
from
the
social
Web,
and
analyzes
and
provides
consumer
sentiment
ratings
for
your
brand
11.
Cision
When
Radian
6
is
paired
with
Cisionpoint
from
Cision,
Radian
6’s
dashboard
can
provide
a
wealth
of
information

13. 13
12.
Techrigy
Techrigy’s
SM2
is
a
social-­‐media
monitoring
and
analysis
solution
for
PR
and
marketing
folks.
With
a
focus
on
complete
analysis
and
comparison,
the
SM2
experience
draws
information
from
all
major
social-­‐media
channels.
13.
Collective
Intellect
Collective
Intellect
(CI)
is
a
real-­‐time
intelligence
platform,
based
on
advanced
artificial
intelligence.
Its
solution
provides
automatic
categorization
of
conversations
based
on
CI’s
proprietary
filtering
technology.
According
to
CI,
its
technologies
provide
credible
groupings
and
reduce
the
“noise”
seen
in
other
keyword-­‐
based
searches.
This
is
the
changing
social
media
landscape:
• Facebook
claims
that
50%
of
active
users
log
into
the
site
each
day.
This
would
mean
at
least
175m
users
every
24
hours…
A
considerable
increase
from
the
previous
120m.
• Twitter
now
has
75m
user
accounts,
but
only
around
15m
are
active
users
on
a
regular
basis.
It’s
still
a
fair
increase
from
the
estimated
6-­‐10m
global
users
from
a
few
months
ago.
• LinkedIn
has
over
50m
members
worldwide.
This
means
an
increase
of
around
1m
members
month-­‐on-­‐month
since
July/August
last
year.
• Facebook
currently
has
in
excess
of
350
million
active
users
on
global
basis.
Six
months
ago,
this
was
250m…
meaning
around
a
40%
increase
of
users
in
less
than
half
a
year.
• Flickr
now
hosts
more
than
4bn
images.
A
massive
jump
from
the
previous
3.6bn
I
wrote
about.
• More
than
35m
Facebook
users
update
their
status
each
day.
This
is
5m
more
than
towards
the
end
of
July
2009.
• Wikipedia
currently
has
in
excess
of
14m
articles,
meaning
that
its
85,000
contributors
have
written
nearly
a
million
new
posts
in
six
months.
• Photo
uploads
to
Facebook
have
increased
by
more
than
100%.
Currently,
there
are
around
2.5bn
uploads
to
the
site
each
month
–
this
was
around
a
billion
last
time
I
covered
this.
• There
are
more
than
70
translations
available
on
Facebook.
Last
time
around,
this
was
only
50.
• Back
in
2009,
the
average
user
had
120
friends
within
Facebook.
This
is
now
around
130.
• Mobile
is
even
bigger
than
before
for
Facebook,
with
more
than
65m
users
accessing
the
site
through
mobile-­‐based
devices.
In
six
months,
this
is
over
100%
increase.

14. 14
(Previously
30m).
As
before,
it’s
no
secret
that
users
who
access
Facebook
through
mobile
devices
are
almost
50%
more
active
than
those
who
don’t.
• There
are
more
than
3.5bn
pieces
of
content
(web
links,
news
stories,
blog
posts,
etc.)
shared
each
week
on
Facebook.
• There
are
now
11m
LinkedIn
users
across
Europe.
• Towards
the
end
of
last
year,
the
average
number
of
tweets
per
day
was
over
27.3
million.
• The
average
number
of
tweets
per
hour
was
around
1.3m.
• More
than
700,000
local
businesses
have
active
Pages
on
Facebook.
• Purpose-­‐built
Facebook
pages
have
created
more
than
5.3bn
fans.
• 15%
of
bloggers
spend
10
or
more
hours
each
week
blogging,
according
to
Technorati's
new
State
of
the
Blogosphere.
• At
the
current
rate,
Twitter
will
process
almost
10bn
tweets
in
a
single
year.
• About
70%
of
Facebook
users
are
outside
the
USA.
• India
is
currently
the
fastest-­‐growing
country
to
use
LinkedIn,
with
around
3m
total
users.
• More
than
250
Facebook
applications
have
over
a
million
combined
users
each
month.
• 70%
of
bloggers
are
organically
talking
about
brands
on
their
blog.
• 38%
of
bloggers
post
brand
or
product
reviews.
• More
than
80,000
websites
have
implemented
Facebook
Connect
since
December
2008
and
more
than
60m
Facebook
users
engage
with
it
across
these
external
sites
each
month.

15. 15
Designing
a
Social
Media
Program
That
Makes
Sense
It
is
important
to
take
into
consideration
the
social
demographics
of
the
various
patient
audiences.
Campaigns
can
be
designed
to
reach
different
groups
in
different
ways.
It
is
through
an
intimate
understanding
of
the
audience’s
social
media
engagement
and
their
relationship
to
their
medical
condition.

16. 16
The
technographics
ladder
can
be
used
to
map
segmented
personas
of
your
customer
base.
It
will
provide
a
quick
snapshot
that
can
help
you
determine
if
your
customer
base
is
high
content
creators
(those
who
love
to
post
pictures
and
tell
stories),
or
if
they
are
spectators
(people
who
prefer
to
watch
passively
from
the
sidelines).
In
either
case,
each
marketing
vertical
has
specific
considerations
and
anomalies,
and
this
is
especially
true
in
Pharma.
Interestingly
the
social
media
demographics
vary
by
patient
types
who
use
different
drugs
as
shown
below:

17. 17
And
vary
by
medical
condition
as
well:
To
understand
the
best
approach,
Pharma
marketers
must
understand
their
particular
audience’s
engagement
and
plot
that
against
the
outcome
investment.
Those
with
low
outcome
investment
can
be
considered
“indifferent”,
as
the
impact
of
their
condition
is
relatively
limited.
Those
who
are
“influenced”
have
their
conditions
affect
them,
but
do
not
define
them.
Those
with
high
outcome
investment
can
be
considered
“invested”
–
the
impact
is
so
deeply
felt
that
they
are
willing
to
find
resolution
or
a
community
of
like-­‐
minded
sufferers.

18. 18
Conclusion
Pharma
can’t
afford
to
not
listen
and
pay
attention.
It
does
not
make
sense
to
ignore
what
is
being
said.
There
is
intelligence
to
be
gained.
There
are
opportunities
for
influence
and
ways
to
be
part
of
the
conversation
–
understand
it
and
help
shape
it.
Be
an
advocate,
an
educator
and
a
resource.
Social
media
is
a
tool
to
be
utilized.