Presentation exploring how pharma industry in Brazil and around world are using the web 2.0 to establish interactions with medical community (social networking, twitter, facebook, youtube, linkedin, etc)

1. Managing knowledge and relationship by web to improve sales efficacy SFE Sudamerica 2009Eyeforpharma November 12th 2009

3. Services by Websites

4. Institutional and branding Websites

5. CME – Continuous Medical Education

6. One-to-one live e-connections

7. Live on-demand training

8. Live and on-demand webcasts

11. 60% are using frequently web as a general source (US and Brazil)

12. Different ages are using web for health issues (US)

13. 85% are using search engine to find information (US and Brazil)

14. Most Pharma companies will increase the investments for websites and search engines in the future (60% of them planning to do in US)Google – Pharmaceutical Industry Online – March 2009

16. 85% are using search engine to find information (US and Brazil)

17. 63% search for symptoms and diagnosis (Brazil)

18. 59% search for new drugs and best procedures (Brazil)

19. 50% use to verify dosage of products (Brazil)

20. Links online sponsored and videos online are the 2nd and 3rd most important media for knowledge and influence after sales rep (34% and 33%)Google – Pharmaceutical Industry Online – March 2009 and Media Screen – July 2008, Brasil

21. Improving new approach step by step Veronika Johow – Integration of online activities into S&M strategies – Online Marketing & eDetailing Congress, April 2007

23. web applications

24. wikipedia

25. twitter

26. youtube and video sharing sites

27. blogs

28. social networking siteswww.wikipedia.org – Tag Cloud Web 2.0

30. it´s a fusion of sociology and technology transforming monologues (one to many) into dialogues (many to many)

31. Two broad categories: - internal social networking (private within company, society ) - external social networking (open and public)FirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009

33. Communicate with 140 characters limit

34. Can retweet updates inside the community

35. High number of followers = many people are interests in posts

36. High number of following = engaged with the community

37. High number of updates = something to sayFirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009

39. Six Pharma companies with highest number of followers (Boehringer, Novartis, J&J, Genentech, AstraZeneca, Roche): a majority of business, media, marketing and small number of physicians

40. 12% of patients share updates or see updates about others = post comments queries, information about health or medical mattersFirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009

41. Twitter – Novartis Case Novartis Twitter (3,516 followers and following 10)One way communication channel to supplement press releases

42. Twitter – Boehringer Case Boehringer Twitter (3,071 followers and following 2,264)Most engaged twitteres amongst peer group and share news with journalists

43. Twitter – Novo Nordisk Case Novo NordiskTwitter (839 followers and following 22)Racecar driver Charles Kimball to prove his high performance career is possible with diabetes – Percepcion that´s not a genuine conversational update

45. Most underused of social media = 11 of the top 50 Pharma companies

46. Sites with more content and more views (224,000 views)

47. Metrics: subscriptions and followers; channel views; number of videos; level of investment made in the siteFirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009

48. YouTube – Sanofi-Aventis Case Goinsulin – Insulin, Glucose and You (79,303 views)Does not mention branding and provide information about the use of insulin for diabetes and some case studies

49. YouTube – Jonhson & Jonhson Case J&J Health Channel (476 views)162 short films cover a broad range of topics (nursing recruitment, teenage obedity, attention-deficit hyperactivity disorder and others)

50. YouTube – AstraZeneca Case Symbicort Brand Channel (249 views)Patient testimonials with drug safety warnings

52. Many communities forums are been developed around a shared interest in a disease area

53. More Connections between experienced patients with someone newly diagnosedFirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009

54. Brand-Sponsored Discussion Groups Diabetes handprint.com was designed with strictly boundaries: bring people touched by diabetes together to share what diabetes means to them

55. Brand-Sponsored Discussion Groups Chilldren with Diabetes purchase by J&J as a popular forum for juvenile diabetes patients. Remains independent and establish a policy of separation between editorial and advertising content

57. Pharma Companies create interest groups that users can join to participate and discuss

58. Pharma has removed the ability to interact and replicate the product marketing sites with the legal disclaimers and informationFirstWord Dossier – Pharma and Social Media: The Leaders and Followers, august 2009

59. Facebook -Cervical Cancer Gardasil Facebook from Merck was the first Pharma brand fan page on Facebook (100,000 fans)

60. Facebook -Strong Heart Strong Heart Community from Bayer has all submissions under revision before posting

61. Facebook -Acuminder Jonhson & Jonhson create Acuminder so send reminders when it´s time to change contact lenses and schedule another doctor visit (414 fans)

62. Linkedin providing profile, contacts and groupswww.linkedin.com

63. Wikipedia - free to copy, distribute and modify www.wikipedia.org 2 billion words 10,000 topics 250 languages 5th most popular website 100,000 volunteers Wiki=4 errors per article versusBritannica=3 errors article

65. Market Share and Rx

66. ROI = Return on Investment

68. NPS = Net Promoter Score