The document discusses the challenges and opportunities for pharmaceutical companies in adopting social media, highlighting the need for strategic engagement with both physicians and patients. It emphasizes the importance of understanding goals, target audiences, and content strategies to succeed in the digital landscape while also noting cautionary tales of past missteps. Best practices and examples of successful social media usage in the biopharma sector are also reviewed.

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

24. Pharma on Twitter
24

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

26. Johnson & Johnson
26

27. Pfizer Corporate Account
27

28. AstraZeneca Helps
28

29. 1 st Brand Tweet: Levemir
29

30. 1 st Pharma Tweetchat: #RXSave
30

31. Pharma on Facebook
31

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

36. Biomarin’s PKU.com
36

37. J&J’s ChildrenWithDiabetes.com
37

38. 38
Hubspot ebook: 101 Marketing

39. Best Practices
39

40. Questions?
40