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Can Pharma Embrace
Social Media?

Social Media in Pharma
July 12, 2011

Panel:
Alex Butler, EMEA Marketing Communications Manager, Janssen
Daisy Chhatwal, Senior Manager Regulatory Affairs, MedImmune
Ellen Hoenig-Carlson, Founding Partner, AdvanceMarketWoRx
Eileen O’Brien, Director of Search & Innovation, Siren Interactive
Agenda

 Is social media right for Pharma?
 How can pharma get started in social media? What
  are the first steps?
 Who in pharma is doing a good job of using social
  media?
 What are some industry best practices?



2
Is Social Media Right
    for Pharma?


3
Traditional Model: Engage Physicians




             Pharma




4
Emerging Model: Engage Physicians &
Patients




               Pharma




5
The Power of Social Media




    1%
                      9%          90%
    Key Influencers
                      Sharers     Audience




Source: Jake McKee & 90-9-1.com
6
Cautionary Tale
KV Pharmaceutical Company launches Makena

        The News
    “First and only treatment approved by the U.S. Food
    and Drug Administration (FDA) to reduce the risk of
    preterm birth in women who are pregnant with single
    baby and who have delivered a baby too early
    (preterm) in the past.”
       OR
    “Premature labor drug spikes from $10 to $1,500”
     - MSNBC

7
Cost Storyline Pushed on Facebook


 >1,200 Likes in a week

 Widespread attention

 Media frenzy




8
A Trust Partner Lost


“…immediately cease and desist
the use, distribution or
publication of or reference to
the March of Dimes name
and/or logo on any materials or
communications in connection
with KV Pharmaceuticals.”

-Jennifer Howse
    President, March of Dimes

9
A Teachable Moment

 KV sent cease and desist letter
  to pharmacies
 FDA announces: no
  enforcement action
 U.S. Representatives respond
 KV shares plummet
 KV cuts price in half



10
What is “Right” For Pharma

      Listen and learn
         o Funnel adverse events via standard procedures

      Offer value by creating “shareworthy” material,
       make it easy to share, let patients take it social

      Social media is a tactic, not a strategy: should
       support marketing or organization goals




11
Pharma SOCIAL MEDIA
How Can Pharma Get Started                               12
                             Photo Credit: The Cournell Group
Getting Started
Ask Yourself…
                           WHY?


                         WHO?


                       WHERE?


                        WHAT?


                        WHEN?
            ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
Ask Yourself…

                  For the sake of…
                  What Company or Brand
                   Objectives?
                   How will we define success?
Why?                • What will we measure?




   ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
Ask Yourself…

                  •       Which customers/patients?
                  •       How do they learn now?
                  •       Unmet health or info needs?
                          Consistent by segment?
Who?              •       Current media/SM usage?
                  •       Media/SM savvy?
                  •       Disease implications for SM?




   ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
Ask Yourself…
                     Which SM Platforms?
                     Assess & prioritize across 7 factors:
                       1. Fulfills co./brand objectives
                       2. Meets media/SM habits/savvy

Where?                 3. Disease Considerations
                       4. Competitive Considerations
                       5. Resources/skills needed to
                          establish
                       6. Resources/skills needed on-
                          going
                       7. Fit with company values/risk
                          appetite


    ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
Ask Yourself…

                     •        What will SM effort look like?
                     •        Branded? Unbranded?
                     •        Define:
                                Value-add strategy
What?                           Content strategy
                                Frequency
                                Interactivity
                                ‘Ownership’ and Openness
                                Voice




    ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
Ask Yourself…

                      • Launch timing?
                      • Go-to-market requirements?
                      • Iterative? Continuous
                        learning…
When?                 • Wise to ask: What if’s…
                         Internal processes in
                           place?
                         Back-up plans thought
                           through?



    ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
Continuous Learning is Key to the Spontaneity SM Demands

  Timing & Roll-out?                                                                              Objectives?




Program Outline?


                                                                                                      Which Customers?



  Which SM Platforms?                             Where?


                        ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
It’s OK to start small…dip your toes…




                                                                                        Photo Credit: iStock
          ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
Who is Doing it
     Right?


21
BioPharma Presence

More than 40 channels on YouTube from biopharma
companies on prescription drugs, unbranded disease
awareness and companies




                                                     22
YouTube Comments

 Comments can be turned
  off, allowed to go live
  immediately or sent for
  approval via email
 Most biopharma
  companies choose not to
  accept comments and
  refer people to their other
  communication channels




                                23
Pharma on Twitter



24
Major Companies on Twitter

      More than 55 biopharma Twitter accounts: company,
       disease awareness and branded
      Many using as PR vehicle, not necessarily interacting
       with audience




25
Johnson & Johnson




                    26
Pfizer Corporate Account




27
AstraZeneca Helps




                    28
1 st   Brand Tweet: Levemir




                              29
1 st   Pharma Tweetchat: #RXSave




                                   30
Pharma on Facebook



31
Pharma & Facebook

 Gardasil was first
 Today, more than 40
  biopharma pages
  for companies,
  brand and
  unbranded
  communications
   oClosed wall = 1
     way


32
Comments Allowed: New FB Policy




33
Wall With Comments & Company
Responses




34
Pharma Online
     Communities


35
Biomarin’s PKU.com




                     36
J&J’s ChildrenWithDiabetes.com




37
38
Hubspot ebook: 101 Marketing
Best Practices



39
Questions?



40

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Rules of Engagement: Can Pharma Embrace Social Media 7 12-11

  • 1. Can Pharma Embrace Social Media? Social Media in Pharma July 12, 2011 Panel: Alex Butler, EMEA Marketing Communications Manager, Janssen Daisy Chhatwal, Senior Manager Regulatory Affairs, MedImmune Ellen Hoenig-Carlson, Founding Partner, AdvanceMarketWoRx Eileen O’Brien, Director of Search & Innovation, Siren Interactive
  • 2. Agenda  Is social media right for Pharma?  How can pharma get started in social media? What are the first steps?  Who in pharma is doing a good job of using social media?  What are some industry best practices? 2
  • 3. Is Social Media Right for Pharma? 3
  • 4. Traditional Model: Engage Physicians Pharma 4
  • 5. Emerging Model: Engage Physicians & Patients Pharma 5
  • 6. The Power of Social Media 1% 9% 90% Key Influencers Sharers Audience Source: Jake McKee & 90-9-1.com 6
  • 7. Cautionary Tale KV Pharmaceutical Company launches Makena The News “First and only treatment approved by the U.S. Food and Drug Administration (FDA) to reduce the risk of preterm birth in women who are pregnant with single baby and who have delivered a baby too early (preterm) in the past.” OR “Premature labor drug spikes from $10 to $1,500” - MSNBC 7
  • 8. Cost Storyline Pushed on Facebook  >1,200 Likes in a week  Widespread attention  Media frenzy 8
  • 9. A Trust Partner Lost “…immediately cease and desist the use, distribution or publication of or reference to the March of Dimes name and/or logo on any materials or communications in connection with KV Pharmaceuticals.” -Jennifer Howse President, March of Dimes 9
  • 10. A Teachable Moment  KV sent cease and desist letter to pharmacies  FDA announces: no enforcement action  U.S. Representatives respond  KV shares plummet  KV cuts price in half 10
  • 11. What is “Right” For Pharma  Listen and learn o Funnel adverse events via standard procedures  Offer value by creating “shareworthy” material, make it easy to share, let patients take it social  Social media is a tactic, not a strategy: should support marketing or organization goals 11
  • 12. Pharma SOCIAL MEDIA How Can Pharma Get Started 12 Photo Credit: The Cournell Group
  • 13. Getting Started Ask Yourself… WHY? WHO? WHERE? WHAT? WHEN? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  • 14. Ask Yourself… For the sake of… What Company or Brand Objectives? How will we define success? Why? • What will we measure? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  • 15. Ask Yourself… • Which customers/patients? • How do they learn now? • Unmet health or info needs? Consistent by segment? Who? • Current media/SM usage? • Media/SM savvy? • Disease implications for SM? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  • 16. Ask Yourself… Which SM Platforms? Assess & prioritize across 7 factors: 1. Fulfills co./brand objectives 2. Meets media/SM habits/savvy Where? 3. Disease Considerations 4. Competitive Considerations 5. Resources/skills needed to establish 6. Resources/skills needed on- going 7. Fit with company values/risk appetite ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  • 17. Ask Yourself… • What will SM effort look like? • Branded? Unbranded? • Define:  Value-add strategy What?  Content strategy  Frequency  Interactivity  ‘Ownership’ and Openness  Voice ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  • 18. Ask Yourself… • Launch timing? • Go-to-market requirements? • Iterative? Continuous learning… When? • Wise to ask: What if’s…  Internal processes in place?  Back-up plans thought through? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  • 19. Continuous Learning is Key to the Spontaneity SM Demands Timing & Roll-out? Objectives? Program Outline? Which Customers? Which SM Platforms? Where? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  • 20. It’s OK to start small…dip your toes… Photo Credit: iStock ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  • 21. Who is Doing it Right? 21
  • 22. BioPharma Presence More than 40 channels on YouTube from biopharma companies on prescription drugs, unbranded disease awareness and companies 22
  • 23. YouTube Comments  Comments can be turned off, allowed to go live immediately or sent for approval via email  Most biopharma companies choose not to accept comments and refer people to their other communication channels 23
  • 25. Major Companies on Twitter  More than 55 biopharma Twitter accounts: company, disease awareness and branded  Many using as PR vehicle, not necessarily interacting with audience 25
  • 29. 1 st Brand Tweet: Levemir 29
  • 30. 1 st Pharma Tweetchat: #RXSave 30
  • 32. Pharma & Facebook  Gardasil was first  Today, more than 40 biopharma pages for companies, brand and unbranded communications oClosed wall = 1 way 32
  • 33. Comments Allowed: New FB Policy 33
  • 34. Wall With Comments & Company Responses 34
  • 35. Pharma Online Communities 35