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Can Pharma Embrace Social Media?  Social Media in Pharma July 12, 2011 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object]
Is Social Media  Right  for Pharma?
Traditional Model: Engage Physicians Pharma
Emerging Model: Engage Physicians & Patients Pharma
The Power of Social Media Source: Jake McKee & 90-9-1.com 1%  Key Influencers  9%  Sharers 90%  Audience
Cautionary Tale ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cost Storyline Pushed on Facebook ,[object Object],[object Object],[object Object]
A Trust Partner Lost ,[object Object],[object Object],[object Object]
A Teachable Moment ,[object Object],[object Object],[object Object],[object Object],[object Object]
What is “Right” For Pharma ,[object Object],[object Object],[object Object],[object Object]
How Can Pharma Get Started Photo Credit: The Cournell Group
Getting Started Ask Yourself… ©2011  AdvanceMarketWoRx, LLC  All Rights Reserved. WHY? WHO? WHERE? WHAT? WHEN?
Ask Yourself… ,[object Object],[object Object],[object Object],[object Object],Why? ©2011  AdvanceMarketWoRx, LLC  All Rights Reserved.
Ask Yourself… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Who? ©2011  AdvanceMarketWoRx, LLC  All Rights Reserved.
Ask Yourself… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Where? ©2011  AdvanceMarketWoRx, LLC  All Rights Reserved.
Ask Yourself… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What? ©2011  AdvanceMarketWoRx, LLC  All Rights Reserved.
Ask Yourself… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],When? ©2011  AdvanceMarketWoRx, LLC  All Rights Reserved.
Why? When? What? Wh0? Where? Program Outline? Timing & Roll-out? Which SM Platforms? Brand Objectives? Which Customers?  Continuous Learning  is Key to the Spontaneity SM Demands ©2011  AdvanceMarketWoRx, LLC  All Rights Reserved.
[object Object],Photo Credit: iStock ©2011  AdvanceMarketWoRx, LLC  All Rights Reserved.
Who is Doing it Right?
BioPharma Presence ,[object Object]
YouTube Comments ,[object Object],[object Object]
Pharma on Twitter
Major Companies on Twitter ,[object Object],[object Object]
Johnson & Johnson
Pfizer Corporate Account
AstraZeneca Helps
1 st  Brand Tweet: Levemir
1 st  Pharma Tweetchat: #RXSave
Pharma on Facebook
Pharma & Facebook ,[object Object],[object Object],[object Object]
Comments Allowed: New FB Policy
Wall With Comments & Company Responses
Pharma Online  Communities
Biomarin ’s PKU.com
J&J ’s ChildrenWithDiabetes.com
Hubspot ebook: 101 Marketing Quotes
Best Practices
Questions?

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Can Pharma Embrace Social Media?

Editor's Notes

  1. Connection
  2. Look at a cautionary tale New drug two possible stories: First and only for preterm birth Or the price spike? $10 to $20 per injection to $1500 per injection Estimate impact on HC system: $30,000 per pregnancy for as many as 140,000 pregnancies per year or $4.2 billion
  3. Someone started a FB page where patients expressed anger, can ’t tell who started page and their agenda The mainstream media reported that the page existed and had quickly gained fans
  4. What happened: March of Dimes, who had been worried about purity and consistency of the compounded drug and also had received $1M in donations from KV, praised Makena March of Dimes claimed they were not informed about cost ahead of time and as media backlash continued, they removed support from KV
  5. What happened: First, members of Congress announced they ’d look at orphan drug determinations The FDA announced they would not enforce exclusivity with legitimate scripts KV shares plummeted more than 30% KV announced a price cut
  6. If a video mentions a drug, then safety information needs to be embedded within the video Four applicable FDA Warning Letters: not about YouTube or video, but the content not following existing guidelines