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Social Media for Pharma: Past, Present and Future

The document discusses the evolution of social media and its impact on digital health, outlining key trends in user engagement and the importance of online presence for healthcare organizations. It highlights various phases of digital engagement, from establishing an online community to actively engaging with consumers and stakeholders. Additionally, it addresses regulatory considerations and provides insights into consumer behavior and media trends in the context of healthcare.

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23 January 2012 Social Media Our Past, Present, and the Future of Digital Health Online
What we’ll discuss today WORKSHOP AGENDA Digital landscape analysis Social Media evolution: a timeline The digital engagement imperative Stop me if you‟ve heard this before (how to engage online) A word from Your Consumer A word from the Media A Strategic Way Forward Mobilize Influencers Case Studies Brainstorm Close 2
Digital landscape analysis
Internet users in the world Oceania / Australia, 1% Middle East, 3.30% Africa, 5.70% Lat Am / Caribb, 10.30% Asia, 44% North America, 13% Source: Internet World Stats: www.internetworldst ats.com/stats.htm; March 31, 2011 Europe, 22.70% 4
Online sentiment – social networking 5
Engagement has always been social, but the channels have evolved… 6
Global social network penetration BASED ON PERCENTAGE OF THE POPULATION Higher use Above average Below average Lower use (< 70%) (52% - 70%) (40% - 52%) (>40%) • Philippines • Malaysia • Canada • Germany • Indonesia • Brazil • China • South Korea • Russia • Australia • Japan • India • UK • Singapore • Netherlands • Poland • Italy • Mexico • Spain • Hong Kong • France • USA Source: globalwebindex 52% www.globalwebindex.net; Designed by: average rikard.andresen@gmail.com 7
Global snapshot of social networking 2011 (Legend) Behavior types active social networkers (millions) messengers and mailers content sharers joiners and creators of groups Source: globalwebindex; www.globalwebindex.net; Designed by: rikard.andresen@gmail.com 8
Global map of social networking Netherlands: 6.30 m 45% 42% 18% Russia: 26.06 m Poland: 12.03 m 56% 62% 46% Canada: 11.72 m UK: 19.27 m 48% 46% 26% 54% 43% 26% 44% 40% 28% China: 155.29m Germany: 18.81 m 47% 53% 34% France: 15.92 m 47% 46% 26% USA: 114.55m 57% 45% 28% Japan: 13.66 m 51% 51% 20% 16% 16% 8% Italy: 12.66 m Spain: 10.10 m 38% 49% 36% India: 26.06 m 50% 64% 49% South Korea: 10.93m 47% 45% 36% 23% 33% 11% Hong Kong: 2.56 m Mexico: 12.80 m 39% 56% 33% 52% 63% 37% Malaysia: 11.50 m Singapore: 1.96 m 54% 63% 41% 48% 57% 32% Indonesia: 18.93 m Philippines: 14.43 m Brazil: 33.49 m 57% 66% 52% 60% 73% 46% 54% 51% 34% Australia: 7.05 m 50% 48% 27% Behavior types active social networkers (mil) messengers and mailers 9 content sharers Source: globalwebindex www.globalwebindex.net; Designed by: joiners and creators of groups rikard.andresen@gmail.com
A Look Back social media (in health) evolution 10
In the Beginning… 1971 – The first email is sent (between two computers sitting on the same desk). 1979 – Usernets and BBS (Bulletin Board Systems) came online allowing users to exchange data over phone lines. 1980 – Compuserve and Prodigy hit the scene with the first commercial offering of news, weather, shopping, games, and more. 1991 – America Online launches AOL for DOS and quickly rises to one of the most popular online destinations with over 30 million members in its prime. Millions of people used AOL as their first gateway to the World Wide Web. Source: Tiedje, Chris; SUN SENTINAL, Social Media Timeline, August 2011 http://articles.sun-sentinel.com/2011-08- Illustration: Mark Witton 31/sports/fl-social-media-timeline-0901- 11 20110830_1_users-google-aol-instant- messenger
Social Media Timeline 2011 – Google introduces Google+ after two previous ONLINE ENGAGEMENT THRIVES (1995 – 2012) failed attempts to break into the social space (Wave 2004 – Facebook launches and Buzz). originally as a way for college 1995 – TheGlobe.com gave students to connect. The year also users the freedom to post their saw the birth of Digg and Flickr. own content and interact with other users. 2002 – Friendster.com 1995 – Classmates.com launches and quickly is born allowing users to grows to 3 million users find and connect with 2006 – Twitter launches and in 3 months. squeezes our communication former acquaintances from school life. into 140 character "tweets". 1997 – 2005 – YouTube launches and 1994 – Geocities launches SixDegrees.com gives anyone with a video as a community where launches allowing camera the chance to become users create their own users to create profiles an internet sensation. websites categorized by and list friends. 2003 – MySpace.com is one of six "cities". frantically coded in 10 days to try 2008 – Facebook overtakes and mimic the rapid growth of MySpace as the most popular Friendster. Grows to the most social networking site. 1997 – ICQ (Internet Relay Chat) is purchased by America popular social networking site in Online and AOL Instant Msngr 2006 with 100 million users. 12 launches, and a new language LinkedIn and Photobucket also is born. OMG, LOL, BRB. join the game. Source: Tiedje, Chris; SUN SENTINAL, Social Media Timeline, August
2011– Every “top 10” pharma using Social Media Timeline 2009– 14 Manufacturer’s fined by FDA for lack of Twitter ONLINE ENGAGEMENT THRIVES (1995 – 2012) obvious statements of risk2011 – Google introduces in Web advertisements Google+ after twobreak into failed attempts to previous the social space (Wave and 2004 – Facebook launches Buzz). originally as a way for college 1995 – TheGlobe.com gave users the freedom to post their students to connect. The year also 2008 – Novartis 2010– Bayer fined saw the birth of Digg and Flickr. own content and interact with only “top 10” pharma by FDA for other users. to use Twitter sponsored links on 2002 – Friendster.com 1995 – Classmates.com launches and quickly search engines for is born allowing users to grows to 3 million users Yaz, Levitra and find and connect with in 3 months. 2006 – Twitter launches and former acquaintances squeezes our communication Merina from school life. into 140 character "tweets". 1997 – 2005 – YouTube launches and 1994 – Geocities launches SixDegrees.com gives anyone with a video camera July 2010– Novartis as a community where launches allowing the chance to become an internet fined by FDA over users create their own users to create profiles sensation. “share” functionality on websites categorized by and list friends. one of six "cities". 2003 – MySpace.com is Tasigna FB page frantically coded in 10 days to try 2008 – Facebook overtakes and mimic the rapid growth of MySpace as the most popular Oct 2010 – Janssen UK Friendster. Grows to the most social networking site. launches Psoriasis360 on FB 1997 – ICQ (Internet Relay Chat) popular social networking site in is purchased by America Online 2006 with 100 million users. – first official pharma page to and AOL Instant Msngr allow comments without pre LinkedIn and Photobucket also launches, and a new language is born. OMG, LOL, BRB. join the game. Sept. 2008 – Shire screening Pharmaceuticals fined by FDA over YouTube 13 prormo of Adderall XR Source: Tiedje, Chris; SUN SENTINAL, Social Media Timeline, August
Now, About Those Regulations… • 2009: FDA holds public hearing on promotion of drugs via the internet (aka the “Social Media” Hearings); promises guidance in months • June 2010: FDA plans to issue “multiple guidances” on Internet promotion • December 2010: FDA announces delay in publishing guidance(s) • April 2011: U.K.‟s Prescription Medicines Code of Practice Authority (PMCPA) published guidelines based on interpretation of the Association of the British Pharmaceutical Industry (ABPI) Code of Practice • Re: promoting Rx drugs via Twitter, pharma companies must ensure that tweets are restricted to physicians only, the drug be prescription only and any links are in compliance with the APBI Code • June 2011: FDA removes issues Internet guidance from the 2011 Guidance Agenda • December 2012: FDA issues draft guidance on responding to unsolicited requests for off-label information, which included guidance on how to respond to requests made online 14
Stop Me if You’ve Heard this Before… 15
Listen to your audience first, refine and never stop • Sentiment Listen • Topics of interest • Complaints, compliments, q uestions • Refine •Needs • Launch •Motivations Improve Assess • Measure •Goals •Objectives • Influence •One to one • Participation Measure Engage •One to many • Effectiveness •Many to many • ROI 16 16
Building relationships with stakeholders Building • Collaborate with other organizations relationships with that share similar goals stakeholders • Be prepared to invest time, effort and Mutual benefits resources needed to establish and Patient focus Compliance maintain relationship Respect • Keep in regular communication • Share resources and best practices where applicable • Maximize each party‟s strengths and be sensitive to limitations 17
Constructing the roadmap: from crawling to flying SOCIAL MEDIA IS NOT A CAMPAIGN, IT’S A COMMITMENT CRAWL WALK RUN FLY Understand Slowly establish a Build trusted Engage with the community digital presence relationships; community insights make friends 18
Crawl phase UNDERSTAND COMMUNITY INSIGHTS  Research online communities  Monitor the existing discussions  Begin content development for your properties  Be clear on your target audience and desired outcomes  Define your strategy 19
Walk phase SLOWLY ESTABLISH A DIGITAL PRESENCE  Focus on properties you control • Ensure you have the proper internal channels in place • Define messaging by social media platform and audience • Publish a consistent point of view across all of your online properties  Identify the key online influencers for your specific issue 20
Run phase BUILD TRUSTED RELATIONSHIPS; MAKE FRIENDS  Begin to engage key online influencers • Comment on their platforms • Reference their ideas in your content • Link to their materials  Form partnerships with influencers  Integrate social media into other advocacy channels  Evaluate your impact through specific online metrics/modify campaign 21
Fly phase ENGAGE WITH THE COMMUNITY  Lead the discussion  Develop integrated online programming to reinforce your messages  Provide channels for supporters to become active advocates for the cause  Create two-way communication platforms with influencers and followers  Establish opportunities to provide real-time feedback to followers 22
Engagement replacing CRM • Customer relationship marketing relies on the ability of a marketer to “push” the consumer through the marketing funnel • Push through the funnel traditionally achieved through Customer Relationship Marketing (CRM) • Social media adds a layer of complexity to the funnel – disabling if not breaking the system • Engagement proposed as the new metric, and approach, for marketers • Involvement • Interaction • Intimacy • Influence Source: Forrester Research, Inc.
Traditional Marketing Funnel is Broken FAILS TO ALLOW FOR COMPLEXITY OF CURRENT PURCHASING PATHS Source: Forrester Research, Inc. 24
The “New” Funnel is Complex MULTIPLE INFLUENCES INTERSECT IN THE CENTER OF THE FUNNEL Value comes not just from transactions but also from actions people take to influence others, both online and offline Source: Forrester Research, Inc. 25
A New Approach Demands New Metrics Source: Forrester Research, Inc. 26
Engagement Objectives • Create awareness • Drive transactions • Build brand preference • Your objective is to increase loyalty Source: Forrester Research, Inc. 27
This All Sounds Great Will it work in Healthcare and Pharma? 28
Now, About Those Regulations… Those who • say “No” 2009: FDA holds public hearing on promotion of drugs via the internet (aka the “Social Media” Hearings); promises guidance in months point to • June 2010: FDA plans to issue “multiple guidances” on Internet promotion this • December 2010: FDA announces delay in publishing guidance(s) However, la • April 2011: U.K.‟s Prescription Medicines Code of Practice ck of Authority (PMCPA) published guidelines based on interpretation of the regulations of the British Pharmaceutical Industry (ABPI) Code of Practice Association • Re: promoting Rx drugs via Twitter, pharma companies must ensure not enough that tweets are restricted to physicians only, the drug be prescription reason to and any links are in compliance with the APBI Code only “opt• out”. FDA removes issues Internet guidance from the 2011 Guidance June 2011: Agenda Solutions • December 2012: FDA issues draft guidance on responding to unsolicited exist. requests for off-label information, which included guidance on how to respond to requests made online 29
And Now a Word from…Preeti Pinto, Regulatory Affairs PREETI PINTO Preeti joins us today via Skype to discuss the implications of the current lack of formal regulatory guidance – and the creative solutions we can reach if we work with our country‟s regulatory officials to present possible solutions in keeping with current regulations and guidelines. Preeti Pinto is a regulatory and compliance expert with over 20 years experience in the pharmaceutical and healthcare industries, with a strong working relationship with FDA and the Division of Drug Marketing, Advertising, and Communications (DDMAC). Her experience extends to both drug development and marketing of Rx products. http://preetipinto.com/ 30
Now a Word from Your Consumer 31
How do Consumers Use the Internet for Health? Data from two 2011 global healthcare studies: • Deloitte Center for Health Solutions • Surveyed 15,735 adults in 12 countries to gauge opinions and expectations about their health care systems • Edelman 2011 Health Barometer • Surveyed 15,165 adults in 12 countries to gauge opinions on health attitudes and trends 32
Interest in Using Medical Devices 33 Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report
Trusted Sources of Medical Information EFFECTIVE, SAFE TREATMENTS In 2011, globally, HCPs spent 8 hours/week online for professional use 34 Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report
Credibility Leads to Influence EXPERTISE, EXPERIENCE AND AUTHENTICITY ARE REQUIRED 35 2011 Edelman Health Barometer http://healthbarometer.edelman.com/2011/10/health-barometer-2011-global-findings/
Commercial Interest Not a Detractor GLOBAL APPRECIATION FOR PHARMA INDUSTRY EXPERTISE 36 2011 Edelman Health Barometer http://healthbarometer.edelman.com/2011/10/health-barometer-2011-global-findings/
Health Care-Related Technology Use 37 Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report
Health Care-Related Technology Use 38 Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report
Health Engagement a Consumer Economic Driver DRIVES PURCHASES, RECOMMENDATIONS AND INVESTMENT 39 2011 Edelman Health Barometer http://healthbarometer.edelman.com/2011/10/health-barometer-2011-global-findings/
A Word from the Media 40
The Current State of Media • 2008 the media was declared dead by many • In the span of three years: • The Guardian and Washington Post create news experiences inside of FB and syndicate complete stories here • Network TV employs “second screen” experiences - users can simultaneously „join in the conversation‟ on Twitter • “Tablet only” publications are launched – e.g. The Daily, Project • Agencies and online publications hire news heavyweights - Facebook hired wunderkind reporter Vadim Lavrusik to help journalists use the platform to engage their audiences - Tumblr earlier had hired Mark Coatney from Newsweek for the same purpose. - BBCs Richard Sambrook joined Edelman as Chief Content Officer 41 Steve Rubel, The Clip Report January 2012 http://dl.dropbox.com/u/30447076/The%20Clip%20Report%20Vol1.pdf
Where Reporters are Online WHICH SOCIAL MEDIA PROFILES DO YOU MAINTAIN FOR BLOGGING OR JOURNALISTIC USE 42 The 2011 Cision-Newhouse School Digital Influencers Survey
Why Reporters Go Online HOW OFTEN DO YOU USE SOCIAL MEDIA FOR THESE PURPOSES? 43 The 2011 Cision-Newhouse School Digital Influencers Survey
Perception of Social Media Content HOW MUCH DO YOU AGREE WITH THESE STATEMENTS ABOUT SOCIAL MEDIA CONTENT? 44 The 2011 Cision-Newhouse School Digital Influencers Survey
Credibility of Social Media Content OVERALL OPINION OF THE CREDIBILITY OF SOCIAL MEDIA IN GATHERING NEWS/INFORMATION 45 The 2011 Cision-Newhouse School Digital Influencers Survey
A Strategy to Move Forward (and who’s already there) 46
Point of View on Public Engagement Open Honest Consumers/Customers Credible Pundits/Thought Leaders Meaningful Employees A Brand‟s or Company‟s AUTHENTIC PARTICIPATION in the PUBLIC DIALOGUE Listening Online Informing Offline Connecting News Acting Media 47
Transmedia Storytelling SOCIAL MEDIA IS PART OF A LARGER ECOSYSTEM OF COMMUNICATION/ENGAGEMENT Traditional Hybrid Search Relevant Visibility Content Owned Social 48
Social Business Planning A SIMPLE FRAMEWORK FOR BUSINESSES TO GET A HOLD ON SOCIAL MEDIA METRICS Key Performance Indicators Standard Methodologies GOVERNANCE ENVIRONMENT Policy & Guidelines PEOPLE Audience Governance & Control PROCESS PLATFORMS Engagement Culture & Leadership Risk STRATEGY Vision Business Objectives Roadmap 49
Growing Your Social Media Culture • Digital and Social Media Guidelines/Policies • It is important to develop clear guidelines for corporate/commercial social media programs in order to define the “rules of engagement” • Consider the following categories when developing social media guidelines/ policy: INTERNAL EXTERNAL Internal Corporate External Commercial CORPORATE Communications Engagement Internal Enterprise External Employee EMPLOYEE Collaboration Engagement • Process and Workflows for Social Media Platforms • As a part of the policy/guideline development process, it is also important to establish process and workflow for engaging in social media, in order to define responsibilities, facilitate response timing, and determine success • Aligned Digital Strategy • A digital/social media strategy should not exist as a “silo”− it needs to be aligned with the overall mission and objectives (e.g. marketing, communications, corporate strategy and goals) 50
Varying Levels of Social Media Engagement HOW YOU ENGAGE DEPENDS ON YOUR ORGANIZATIONS LEVEL OF TOLERANCE FOR RISK Open • Online Video (w/ comments) • Innovation challenges • Micro-Blogs • “Blogger” Summits • Corporate Blogs (with moderated • Patient Ambassador Program comments) Open Open • Tweetchats • Media interviews Communication Collaboration • Partnerships with 3rd party • Influencer Roundtables communities Communication Collaboration • Podcasts • Video Contests • Online Video (no comments) • Social Networks • SEO/SEM • Proactive Twitter Outreach • White Papers Controlled Controlled • Research communities • Speeches Communication Collaboration • Sponsored Third Party • Press Releases Content/Communities • Townhalls (invite only) Controlled 51
Varying Levels of Social Media Engagement: Examples PHARMA HAS FOUND WAYS TO PARTICIPATE BEYOND THE LOWER LEFT QUADRANT Open • JNJ, Boehringer Ingelheim: YouTube • Roche: Blogger Summits channel (w/ comments) • Sanofi Aventis: • JNJ, GSK, AZ: Corporate Blogs DataDesignDiabetes Innovation • Pfizer, Boehringer Ingelheim, Janssen Open Open Challenge UK: Facebook pages (w/ comments) Communication Collaboration • AZ: #RxSave Tweetchat • Sanofi Aventis: WhyInsulin YouTube • Novartis: CML Earth Community Channel (w/ comments) • Biomarin: PKU.com Community • AZ, JNJ, Roche, GSK: Twitter feeds • UCB: PatientsLikeMe collaboration Communication Collaboration • Novartis: CFvoice Podcast Series • Lilly: Oncology on Canvas • Janssen-Cilag: Living with ADHD • Pfizer: Think Science Now Blog YouTube Series • AZ: @AZhelps customer service • Vertex: Hep C Made Simple YouTube Controlled Controlled Twitter feed Channel Communication Collaboration • Novartis: FluFlix and CFvoice • Vertex: Better To Know C Slideshare “Surfing” Contests Channel • Sermo, Medscape Physician • AZ: Social Media in the Pharma Connect, etc. Industry Whitepaper Controlled 52
Mobilize Influencers 53
Using social media to make a difference MOBILIZE INFLUENCERS TO CREATE A MOVEMENT Once you‟ve created a social media presence, how do you mobilize your fans/members to actually “do” something? Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 54
1. Share your story • Having a compelling narrative has always been a good way to engender support for the cause • Twitter and Facebook change how this is done, not the need to do it • Empathy is the building block of a movement Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 55
2. Build relationships • Advocacy is about building relationships • Build the community before you mobilize for them – without the relationship you can‟t expect action Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 56
3. Be personable 4. Meet people where they are • Understand your audience and use the right vehicle to reach them • Some people aren‟t drawn to the internet on a regular basis – traditional engagement (offline) still has a role to play Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 57
5. Treat social media like a tool • Social media is ONE tool in the toolbox • Technology can‟t replace traditional tactics – it can enhance them and broadcast reach • Use the tool when it‟s best fit – e.g., times of crisis Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 58
6. Do not chase the numbers 7. Reward people who help • Not every cause requires 1,000,000 followers • Focus instead on a dedicated group to share your message with others; numbers follow relationships • Assign easy to accomplish tasks • Reward people publically Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 59
Public Engagement PATIENTS • e-Patients are equipped, enabled, empowered, and engaged in their care • They form empowered care j partnerships with enlightened clinicians, sharing the load as well as the steering wheel • They connect with each other, sharing knowledge and experiences in ways that were http://epatientdave.com/bootcamp/ never before possible 60
MEDICAL EDUCATION SITE & PHYSICIAN ENGAGEMENT We‟ve developed and executed multi-channel / audience online campaigns for Novartis, including the ACLASTA brand team. The programme included a branded web portal for physician engagement complimented by a disease awareness's consumer focused campaign called Timeless Women. Over the course of the physician programme, we worked in partnership to develop an iPhone app which validates HCPs before granting further access to a handy smart phone diagnosis and medication calculation tool. To enhance point of care interaction between physicians and patients, a „straight talking‟ animation (contained within a patient information pack) was also developed ensuring that new ACLASTA patients felt fully informed about their condition whilst adhering to their prescribed treatment of once yearly ACLASTA infusion.
Gamification of Health • Gamification typically involves applying game design thinking to non- game applications to make them more fun and engaging. • Gamification has been called one of the most important trends in technology by several industry experts. Fabio Gratton • Gamification can potentially be applied Chief Innovation Officer, Ignite Health to any industry and almost anything to Watch Fabio‟s “Pecha Kucha” on Gamification create fun and engaging experiences, converting users into http://www.youtube.com/watch?v=HZ9ZongmNvk players. Source: http://gamification.org/wiki/Gamification 62
What’s Coming in 2012 and Beyond • Artificial Intelligence – you can find it in the cloud • Big Data – from genetic sequencing to EHRs • 3-D Printing • Social Health Network • Patients like me • Cure Together • Communication with Doctors • Mobile http://techcrunch.com/2012/01/01/healthtech-2012/ Constine, Josh TechCrunch; 1 January 2012 63
Digital Case studies
PUMA LOVES FOOTBALL SITUATION Edelman Digital was tasked to manage an existing PUMA Football community utilizing Facebook, Twitter and the PUMA website blog to tie in with the World Cup. Prior to Edelman assuming management, there very low levels of engagement / conversation with only 15,000 Facebook fans PROCESS • Daily posts to the PUMA Football wall showed the community that PUMA weren’t just interesting in ‘pushing products’, but also they were a voice for football news in general • We dedicated a community managed to Twitter and the PUMA Football blog, as well as Facebook. This lead to increased activity on all three channels and helped establish PUMA Football as a brand with a real interest in social media. • In addition to community management, Edelman Digital built Facebook applications, such as King Of, that asked the public to generate profile pictures in the style of the new PUMA creative. RESULTS • In 8 months the page now has in excess of 100,000 fans. This community was grown totally organically with no media spend. • Together with PUMA we have developed a stream of unique, engaging content that the community likes to be involved with including bespoke ‘tab’ content and experiential activities • The Facebook channel receives over 70,000 visits per month (equal to that of PUMAFootball.com)
7up: BRING THEM BACK FOR CRAIC STRATEGY Building on the insights that the Irish Diaspora is widespread and influential, and that recent economic challenges have driven more Irish young people to move overseas than ever before, we created a competition whereby 7 Up would bring together a dispersed group of seven friends from home and abroad for a massive St. Patrick’s Day party in Dublin. EXECUTION • Created a customised microsite to serve as the hub for the campaign • Launched a new Irish 7 Up Facebook page and Twitter feed to act initially as campaign elements. Later transitioned these to being of general brand value. • Engaged key online influencers in Ireland and Irish influencers beyond Ireland to drive conversation about the competition. • 7 finalist teams were selected, and invited to set up their own campaigns using the microsite and social tools. • Developed targeted online advertising strategy to drive awareness and buzz. RESULTS • Delivered record social media brand impact for Ireland, and in just a two month campaign. • More than 27,000 votes cast by users. • Over 52,000 unique visitors to the microsite. • A campaign so strong and dramatic, that 7 Up wound up selecting two winning groups. • Improved this year, the second annual event recently wrapped up.
JOHNNIE WALKER: WALK WITH GIANTS (LOCAL EXECUTION) STRATEGY • Illustrate Johnnie Walker’s commitment to celebrate personal progress by showing how a selection of ‘Giants’ have progressed on their own ‘Walks’. • Localise the global approach for Belgium while making it relevant and inspiring to the consumer • Position Marc Herremans as the Belgian Giant and source of inspiration for Belgian me. EXECUTION • Develop and produce a film and short trailer presenting Mark’s inspiring story. • Connect with men – 18-35 years old - through social networks and blogs but especially by seeding the trailer and short movie of the local Giant • Utilise the movie as a hook to garner media interest and involvement • Create a widget for consumer to download and interact with • Large-scale event celebrating Marc Herremans and all other ‘Giants’ of the community RESULTS • Distributed in Belgium only view Facebook, blogger outreach and video sites • 180K video views (20% over target) • 15M consumers reached (circulation/readership) • PR launch event in Belgium, introducing Marc and his story, engaging media and consumers to participate in his story and take the journey with him. Watch the film here: http://on.fb.me/fnhYbj
LOTTOMATICA: 10 E LOTTO OBJECTIVE • Turn Lottomatica’s (Italy’s leading lottery) sponsorship of Roma Film Festival into online and offline media visibility opportunity for the brand 10eLOTTO. • Communicate 10eLOTTO brand values to the public PROCESS • Rely on a multimedia approach bridging online and offline media, and strengthen partnership with Rome Film Festival. • Created a 10eLOTTO award to be voted online and announced offline to generate media coverage both online and offline. • Build a website providing users with the opportunity to vote for the best Italian actor, among a shortlist of 10 chosen by Ciak and 10&Lotto. • Create a Facebook page - linked to the website - collecting comments and photos to generate online conversation and participation. • Place banners on Gioco del Lotto and Rome Film Festival web sites • Create an editorial partnership with CiaK, the top Italian magazine about Cinema. RESULTS • Collected 7,498 votes in a month • Registered 1,232 fans in a month (an average of 308 fans per week, about 36 per day) • FB fan page reached more than 160,000 users in a 4 week period • Facebook advertising campaign reached 9,812,716 people and generated 2,624 clicks.
But We Can’t do THAT in PHARMA!!! CAN WE? 69
BIOGEN-IDEC: SUPPORTING MS PATIENTS Situtation and challenge? Multiple sclerosis (MS) is a neurological condition which affects around 100,000 people in the UK; it‟s a complex area and has many symptoms but patients may not experience them all and certainly not at the same time - MS is different for everyone. Biogen Idec has a heritage in treatments for the disease but the market place is crowded and online resources equally vast amongst an active online patient demographic (most people diagnosed between the ages of 20-40). Strategic Approach and Tactics? Our client had a web presence established in the area but the old site achieved little traffic and it‟s message(s) were convoluted due to trying speak to both HCPs and patients. By targeting the campaign to one specific audience, patients and friends / relatives, we were able to produce a more conducive narrative which addressed the needs of the site visitors. Content was overhauled and re-written to be keyword rich for SEO ranking while the site design delivers a more consumer look and feel, containing a features section to publish monthly content updates on concentrating on the key premise of „living positively‟ using articles from nutritionists, fitness experts and psychologists alike. Top leverage traffic the site aggregates content from a separate Twitter handles also run by our client and provides regular updates aimed at driving traffic back to site. Avonex patients, Biogen Idec‟s leading MS product, can access deeper value from the site via a secure access area designed to offer support services as well as a concordance programme by signing up to SMS alerts. In addition, an Avonex iPhone app will soon launch containing a calendar functionality allowing patients to record appointments / delivery dates, detailed frequently asked questions on self injection procedures and the ability to set injection reminders whilst maintaining an injection map keeping track of injection site rotations to alleviate treatment discomfort. Outputs? The websites was recently launched and traffic data is still under review. The www.MSActiveSource.co.uk iPhone is currently under review by Apple pending publication to the App Store. Early feedback from patient and nurse focus groups has been positive.
ONCOLOGY FRANCHISE: RARE CANCERS LANDSCAPE ANALYSIS Edelman Digital conducted an extensive landscape analysis, across English language speaking markets, examining the online dialogue and behaviour patterns in relation to rare cancers. We discovered a clearly defined online conversation about rare cancers as a whole, being talked about online by a wide range of stakeholders. The conversation is not confined to the scientific or HCP communities with NGO’s holding significant influence. By connecting with the specialist cancer groups first, coalescing them into an influential a bloc, which will then help to win the support of the mainstream cancer charities for a lobbying campaign. Once a campaign is established, targeted activity in non-cancer forums (e.g. influential, online organisations such as Mumsnet) can help to amplify the key messages
SCHERING-PLOUGH NASONEX®: ONLINE GAME Edelman developed an interactive health game to educate consumers on product benefits and drive name brand recognition and requests. The game serves as a platform for blogger and traditional media outreach, leveraging the connection between allergies and global warming to appeal to the target‟s affinity for environmental causes. In the first six months, more than 5,500 unique visitors played “Don‟t Blow It” more than 10,000 times and the game drove more than 4,000 new visitors to the brand site.
ABOUT MEMORY PROBLEMS Launched in March 2010, aboutmemoryproblems.com is a disease awareness website built for the Pfizer Aricept team. The primary site audience is targeted to Alzheimer's patients and their caregivers. As an entirely consumer facing site, all copy is fully referenced for archiving but is posted on-screen without the standard medical citations giving the site a more accessible feel to „consumers‟. The site was supported by a full SEM campaign from launch whilst rich media is embedded from StreamingWell.com (health video hosting site) to capture a wider promotional reach. Designed specifically for multi language use, a Greek version of the site was also launched with additional languages planned to give the campaign a truly global reach. From launch to 6 months the site captured over 48,000 visits, with more than 44,000 of those being unique visitors – make sure the right message met the widest audience possible.
DOVE: BRINGING GLOCAL TO LIFE SITUATION • Unilever’s Dove brand is one of the highest profile part of its product portfolio. • Edelman identified an opportunity for the brand to bring to life its core mission and product value by engaging fans through Facebook. EXECUTION • The Platform Engine: Provided by the global team, it allowed creation of a global page, a page for every market, and a Facebook tab for every product area or campaign. • The ‘Always On’ Stream: Provided by the global team, it’s a stream of basic content that goes to all country pages (with the markets providing translations), and drives global, masterbrand equity. • The ‘Activiation’ Stream: Run by local market teams, with as much of little as the team wants. Global team members oversea activity, provide advice and training, as well as content ideas. RESULTS • Dramatically increased the number of customers engaged with the brand. (Now more than 250,000, off a base of essentially zero) • Successfully managed palm oil and other issues that NGOs have tried to use to disrupt the page The Top Five Brands on Facebook “Many participants cited this brand as one of the “shining stars” on both Facebook and social media in general.”
Interactive brainstorm Funding for this project was made possible through a collaboration with Pfizer Inc.
Brainstorm Session 1. Share how you‟re currently using social media 2. Discuss where you could go online • In what additional ways can your organization maximize social media use? • What tools does your organization need? • How will you engage your desired audience? » e.g. Facebook is best used to reach “X” audience, Twitter for “Y” audience • How can you capitalize on coming trends? 3. Report out 76
Appendix 77
Your Workshop Leader GIGI PETERKIN, VICE PRESIDENT DIGITAL HEALTH EDELMAN, NY HEALTH Gigi Peterkin has more than 15 years As Vice President of Digital Health at combined PR, communications and Edelman, Gigi relies on her insider- digital programming experience. A knowledge of the pharmaceutical pharmaceutical industry veteran, she industry, as well as her expertise in co-led the team that built and creating digital programs and launched the AstraZeneca US knowledge of PR to counsel health Corporate Facebook page and the AZ and consumer clients on building a US Corporate blog, integrating these comprehensive digital program, and new channels with existing digital integrating a complete media strategy. assets to create a singular digital program. This cohesive approach was A regular on the speaker circuit, 2011 recognized by Mark Senak at speaking engagements include the www.eyeonfda.com as the only one of industry favorite ePharma Summit in its kind within the pharmaceutical NYC and SXSW, where she industry. moderated the Edelman panel Health: Is There Really an App for That? Gigi Prior to her time at AstraZeneca, Gigi lives in Philadelphia, Pa with her two spent several years as a kids and several Apple products. communicator and graphic designer at Centocor, Inc. (a subsidiary of You can talk with Gigi on Twitter Johnson & Johnson), worked as a (@gigi_peterkin), read her guest blog communications professional for posts at www.edelmandigital.com and SmithKline Beecham (now GSK) and visit her blog www.aquickbyte.com for ran a her own design and PR news and insights. 78 firm, serving many pharma and
Thank You Copyright ©2011 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).

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Social Media for Pharma: Past, Present and Future

  • 1.
    23 January 2012 SocialMedia Our Past, Present, and the Future of Digital Health Online
  • 2.
    What we’ll discusstoday WORKSHOP AGENDA Digital landscape analysis Social Media evolution: a timeline The digital engagement imperative Stop me if you‟ve heard this before (how to engage online) A word from Your Consumer A word from the Media A Strategic Way Forward Mobilize Influencers Case Studies Brainstorm Close 2
  • 3.
  • 4.
    Internet users inthe world Oceania / Australia, 1% Middle East, 3.30% Africa, 5.70% Lat Am / Caribb, 10.30% Asia, 44% North America, 13% Source: Internet World Stats: www.internetworldst ats.com/stats.htm; March 31, 2011 Europe, 22.70% 4
  • 5.
    Online sentiment –social networking 5
  • 6.
    Engagement has alwaysbeen social, but the channels have evolved… 6
  • 7.
    Global social networkpenetration BASED ON PERCENTAGE OF THE POPULATION Higher use Above average Below average Lower use (< 70%) (52% - 70%) (40% - 52%) (>40%) • Philippines • Malaysia • Canada • Germany • Indonesia • Brazil • China • South Korea • Russia • Australia • Japan • India • UK • Singapore • Netherlands • Poland • Italy • Mexico • Spain • Hong Kong • France • USA Source: globalwebindex 52% www.globalwebindex.net; Designed by: average rikard.andresen@gmail.com 7
  • 8.
    Global snapshot ofsocial networking 2011 (Legend) Behavior types active social networkers (millions) messengers and mailers content sharers joiners and creators of groups Source: globalwebindex; www.globalwebindex.net; Designed by: rikard.andresen@gmail.com 8
  • 9.
    Global map ofsocial networking Netherlands: 6.30 m 45% 42% 18% Russia: 26.06 m Poland: 12.03 m 56% 62% 46% Canada: 11.72 m UK: 19.27 m 48% 46% 26% 54% 43% 26% 44% 40% 28% China: 155.29m Germany: 18.81 m 47% 53% 34% France: 15.92 m 47% 46% 26% USA: 114.55m 57% 45% 28% Japan: 13.66 m 51% 51% 20% 16% 16% 8% Italy: 12.66 m Spain: 10.10 m 38% 49% 36% India: 26.06 m 50% 64% 49% South Korea: 10.93m 47% 45% 36% 23% 33% 11% Hong Kong: 2.56 m Mexico: 12.80 m 39% 56% 33% 52% 63% 37% Malaysia: 11.50 m Singapore: 1.96 m 54% 63% 41% 48% 57% 32% Indonesia: 18.93 m Philippines: 14.43 m Brazil: 33.49 m 57% 66% 52% 60% 73% 46% 54% 51% 34% Australia: 7.05 m 50% 48% 27% Behavior types active social networkers (mil) messengers and mailers 9 content sharers Source: globalwebindex www.globalwebindex.net; Designed by: joiners and creators of groups rikard.andresen@gmail.com
  • 10.
    A Look Back socialmedia (in health) evolution 10
  • 11.
    In the Beginning… 1971 – The first email is sent (between two computers sitting on the same desk). 1979 – Usernets and BBS (Bulletin Board Systems) came online allowing users to exchange data over phone lines. 1980 – Compuserve and Prodigy hit the scene with the first commercial offering of news, weather, shopping, games, and more. 1991 – America Online launches AOL for DOS and quickly rises to one of the most popular online destinations with over 30 million members in its prime. Millions of people used AOL as their first gateway to the World Wide Web. Source: Tiedje, Chris; SUN SENTINAL, Social Media Timeline, August 2011 http://articles.sun-sentinel.com/2011-08- Illustration: Mark Witton 31/sports/fl-social-media-timeline-0901- 11 20110830_1_users-google-aol-instant- messenger
  • 12.
    Social Media Timeline 2011 – Google introduces Google+ after two previous ONLINE ENGAGEMENT THRIVES (1995 – 2012) failed attempts to break into the social space (Wave 2004 – Facebook launches and Buzz). originally as a way for college 1995 – TheGlobe.com gave students to connect. The year also users the freedom to post their saw the birth of Digg and Flickr. own content and interact with other users. 2002 – Friendster.com 1995 – Classmates.com launches and quickly is born allowing users to grows to 3 million users find and connect with 2006 – Twitter launches and in 3 months. squeezes our communication former acquaintances from school life. into 140 character "tweets". 1997 – 2005 – YouTube launches and 1994 – Geocities launches SixDegrees.com gives anyone with a video as a community where launches allowing camera the chance to become users create their own users to create profiles an internet sensation. websites categorized by and list friends. 2003 – MySpace.com is one of six "cities". frantically coded in 10 days to try 2008 – Facebook overtakes and mimic the rapid growth of MySpace as the most popular Friendster. Grows to the most social networking site. 1997 – ICQ (Internet Relay Chat) is purchased by America popular social networking site in Online and AOL Instant Msngr 2006 with 100 million users. 12 launches, and a new language LinkedIn and Photobucket also is born. OMG, LOL, BRB. join the game. Source: Tiedje, Chris; SUN SENTINAL, Social Media Timeline, August
  • 13.
    2011– Every “top 10” pharma using Social Media Timeline 2009– 14 Manufacturer’s fined by FDA for lack of Twitter ONLINE ENGAGEMENT THRIVES (1995 – 2012) obvious statements of risk2011 – Google introduces in Web advertisements Google+ after twobreak into failed attempts to previous the social space (Wave and 2004 – Facebook launches Buzz). originally as a way for college 1995 – TheGlobe.com gave users the freedom to post their students to connect. The year also 2008 – Novartis 2010– Bayer fined saw the birth of Digg and Flickr. own content and interact with only “top 10” pharma by FDA for other users. to use Twitter sponsored links on 2002 – Friendster.com 1995 – Classmates.com launches and quickly search engines for is born allowing users to grows to 3 million users Yaz, Levitra and find and connect with in 3 months. 2006 – Twitter launches and former acquaintances squeezes our communication Merina from school life. into 140 character "tweets". 1997 – 2005 – YouTube launches and 1994 – Geocities launches SixDegrees.com gives anyone with a video camera July 2010– Novartis as a community where launches allowing the chance to become an internet fined by FDA over users create their own users to create profiles sensation. “share” functionality on websites categorized by and list friends. one of six "cities". 2003 – MySpace.com is Tasigna FB page frantically coded in 10 days to try 2008 – Facebook overtakes and mimic the rapid growth of MySpace as the most popular Oct 2010 – Janssen UK Friendster. Grows to the most social networking site. launches Psoriasis360 on FB 1997 – ICQ (Internet Relay Chat) popular social networking site in is purchased by America Online 2006 with 100 million users. – first official pharma page to and AOL Instant Msngr allow comments without pre LinkedIn and Photobucket also launches, and a new language is born. OMG, LOL, BRB. join the game. Sept. 2008 – Shire screening Pharmaceuticals fined by FDA over YouTube 13 prormo of Adderall XR Source: Tiedje, Chris; SUN SENTINAL, Social Media Timeline, August
  • 14.
    Now, About ThoseRegulations… • 2009: FDA holds public hearing on promotion of drugs via the internet (aka the “Social Media” Hearings); promises guidance in months • June 2010: FDA plans to issue “multiple guidances” on Internet promotion • December 2010: FDA announces delay in publishing guidance(s) • April 2011: U.K.‟s Prescription Medicines Code of Practice Authority (PMCPA) published guidelines based on interpretation of the Association of the British Pharmaceutical Industry (ABPI) Code of Practice • Re: promoting Rx drugs via Twitter, pharma companies must ensure that tweets are restricted to physicians only, the drug be prescription only and any links are in compliance with the APBI Code • June 2011: FDA removes issues Internet guidance from the 2011 Guidance Agenda • December 2012: FDA issues draft guidance on responding to unsolicited requests for off-label information, which included guidance on how to respond to requests made online 14
  • 15.
    Stop Me ifYou’ve Heard this Before… 15
  • 16.
    Listen to youraudience first, refine and never stop • Sentiment Listen • Topics of interest • Complaints, compliments, q uestions • Refine •Needs • Launch •Motivations Improve Assess • Measure •Goals •Objectives • Influence •One to one • Participation Measure Engage •One to many • Effectiveness •Many to many • ROI 16 16
  • 17.
    Building relationships withstakeholders Building • Collaborate with other organizations relationships with that share similar goals stakeholders • Be prepared to invest time, effort and Mutual benefits resources needed to establish and Patient focus Compliance maintain relationship Respect • Keep in regular communication • Share resources and best practices where applicable • Maximize each party‟s strengths and be sensitive to limitations 17
  • 18.
    Constructing the roadmap:from crawling to flying SOCIAL MEDIA IS NOT A CAMPAIGN, IT’S A COMMITMENT CRAWL WALK RUN FLY Understand Slowly establish a Build trusted Engage with the community digital presence relationships; community insights make friends 18
  • 19.
    Crawl phase UNDERSTAND COMMUNITYINSIGHTS  Research online communities  Monitor the existing discussions  Begin content development for your properties  Be clear on your target audience and desired outcomes  Define your strategy 19
  • 20.
    Walk phase SLOWLY ESTABLISHA DIGITAL PRESENCE  Focus on properties you control • Ensure you have the proper internal channels in place • Define messaging by social media platform and audience • Publish a consistent point of view across all of your online properties  Identify the key online influencers for your specific issue 20
  • 21.
    Run phase BUILD TRUSTEDRELATIONSHIPS; MAKE FRIENDS  Begin to engage key online influencers • Comment on their platforms • Reference their ideas in your content • Link to their materials  Form partnerships with influencers  Integrate social media into other advocacy channels  Evaluate your impact through specific online metrics/modify campaign 21
  • 22.
    Fly phase ENGAGE WITHTHE COMMUNITY  Lead the discussion  Develop integrated online programming to reinforce your messages  Provide channels for supporters to become active advocates for the cause  Create two-way communication platforms with influencers and followers  Establish opportunities to provide real-time feedback to followers 22
  • 23.
    Engagement replacing CRM • Customer relationship marketing relies on the ability of a marketer to “push” the consumer through the marketing funnel • Push through the funnel traditionally achieved through Customer Relationship Marketing (CRM) • Social media adds a layer of complexity to the funnel – disabling if not breaking the system • Engagement proposed as the new metric, and approach, for marketers • Involvement • Interaction • Intimacy • Influence Source: Forrester Research, Inc.
  • 24.
    Traditional Marketing Funnelis Broken FAILS TO ALLOW FOR COMPLEXITY OF CURRENT PURCHASING PATHS Source: Forrester Research, Inc. 24
  • 25.
    The “New” Funnelis Complex MULTIPLE INFLUENCES INTERSECT IN THE CENTER OF THE FUNNEL Value comes not just from transactions but also from actions people take to influence others, both online and offline Source: Forrester Research, Inc. 25
  • 26.
    A New ApproachDemands New Metrics Source: Forrester Research, Inc. 26
  • 27.
    Engagement Objectives • Create awareness • Drive transactions • Build brand preference • Your objective is to increase loyalty Source: Forrester Research, Inc. 27
  • 28.
    This All SoundsGreat Will it work in Healthcare and Pharma? 28
  • 29.
    Now, About ThoseRegulations… Those who • say “No” 2009: FDA holds public hearing on promotion of drugs via the internet (aka the “Social Media” Hearings); promises guidance in months point to • June 2010: FDA plans to issue “multiple guidances” on Internet promotion this • December 2010: FDA announces delay in publishing guidance(s) However, la • April 2011: U.K.‟s Prescription Medicines Code of Practice ck of Authority (PMCPA) published guidelines based on interpretation of the regulations of the British Pharmaceutical Industry (ABPI) Code of Practice Association • Re: promoting Rx drugs via Twitter, pharma companies must ensure not enough that tweets are restricted to physicians only, the drug be prescription reason to and any links are in compliance with the APBI Code only “opt• out”. FDA removes issues Internet guidance from the 2011 Guidance June 2011: Agenda Solutions • December 2012: FDA issues draft guidance on responding to unsolicited exist. requests for off-label information, which included guidance on how to respond to requests made online 29
  • 30.
    And Now aWord from…Preeti Pinto, Regulatory Affairs PREETI PINTO Preeti joins us today via Skype to discuss the implications of the current lack of formal regulatory guidance – and the creative solutions we can reach if we work with our country‟s regulatory officials to present possible solutions in keeping with current regulations and guidelines. Preeti Pinto is a regulatory and compliance expert with over 20 years experience in the pharmaceutical and healthcare industries, with a strong working relationship with FDA and the Division of Drug Marketing, Advertising, and Communications (DDMAC). Her experience extends to both drug development and marketing of Rx products. http://preetipinto.com/ 30
  • 31.
    Now a Wordfrom Your Consumer 31
  • 32.
    How do ConsumersUse the Internet for Health? Data from two 2011 global healthcare studies: • Deloitte Center for Health Solutions • Surveyed 15,735 adults in 12 countries to gauge opinions and expectations about their health care systems • Edelman 2011 Health Barometer • Surveyed 15,165 adults in 12 countries to gauge opinions on health attitudes and trends 32
  • 33.
    Interest in UsingMedical Devices 33 Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report
  • 34.
    Trusted Sources ofMedical Information EFFECTIVE, SAFE TREATMENTS In 2011, globally, HCPs spent 8 hours/week online for professional use 34 Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report
  • 35.
    Credibility Leads toInfluence EXPERTISE, EXPERIENCE AND AUTHENTICITY ARE REQUIRED 35 2011 Edelman Health Barometer http://healthbarometer.edelman.com/2011/10/health-barometer-2011-global-findings/
  • 36.
    Commercial Interest Nota Detractor GLOBAL APPRECIATION FOR PHARMA INDUSTRY EXPERTISE 36 2011 Edelman Health Barometer http://healthbarometer.edelman.com/2011/10/health-barometer-2011-global-findings/
  • 37.
    Health Care-Related TechnologyUse 37 Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report
  • 38.
    Health Care-Related TechnologyUse 38 Deloitte Center for Health Solutions: 2011 Survey of Health Care Consumers: Global Report
  • 39.
    Health Engagement aConsumer Economic Driver DRIVES PURCHASES, RECOMMENDATIONS AND INVESTMENT 39 2011 Edelman Health Barometer http://healthbarometer.edelman.com/2011/10/health-barometer-2011-global-findings/
  • 40.
    A Word fromthe Media 40
  • 41.
    The Current Stateof Media • 2008 the media was declared dead by many • In the span of three years: • The Guardian and Washington Post create news experiences inside of FB and syndicate complete stories here • Network TV employs “second screen” experiences - users can simultaneously „join in the conversation‟ on Twitter • “Tablet only” publications are launched – e.g. The Daily, Project • Agencies and online publications hire news heavyweights - Facebook hired wunderkind reporter Vadim Lavrusik to help journalists use the platform to engage their audiences - Tumblr earlier had hired Mark Coatney from Newsweek for the same purpose. - BBCs Richard Sambrook joined Edelman as Chief Content Officer 41 Steve Rubel, The Clip Report January 2012 http://dl.dropbox.com/u/30447076/The%20Clip%20Report%20Vol1.pdf
  • 42.
    Where Reporters areOnline WHICH SOCIAL MEDIA PROFILES DO YOU MAINTAIN FOR BLOGGING OR JOURNALISTIC USE 42 The 2011 Cision-Newhouse School Digital Influencers Survey
  • 43.
    Why Reporters GoOnline HOW OFTEN DO YOU USE SOCIAL MEDIA FOR THESE PURPOSES? 43 The 2011 Cision-Newhouse School Digital Influencers Survey
  • 44.
    Perception of SocialMedia Content HOW MUCH DO YOU AGREE WITH THESE STATEMENTS ABOUT SOCIAL MEDIA CONTENT? 44 The 2011 Cision-Newhouse School Digital Influencers Survey
  • 45.
    Credibility of SocialMedia Content OVERALL OPINION OF THE CREDIBILITY OF SOCIAL MEDIA IN GATHERING NEWS/INFORMATION 45 The 2011 Cision-Newhouse School Digital Influencers Survey
  • 46.
    A Strategy toMove Forward (and who’s already there) 46
  • 47.
    Point of Viewon Public Engagement Open Honest Consumers/Customers Credible Pundits/Thought Leaders Meaningful Employees A Brand‟s or Company‟s AUTHENTIC PARTICIPATION in the PUBLIC DIALOGUE Listening Online Informing Offline Connecting News Acting Media 47
  • 48.
    Transmedia Storytelling SOCIAL MEDIAIS PART OF A LARGER ECOSYSTEM OF COMMUNICATION/ENGAGEMENT Traditional Hybrid Search Relevant Visibility Content Owned Social 48
  • 49.
    Social Business Planning ASIMPLE FRAMEWORK FOR BUSINESSES TO GET A HOLD ON SOCIAL MEDIA METRICS Key Performance Indicators Standard Methodologies GOVERNANCE ENVIRONMENT Policy & Guidelines PEOPLE Audience Governance & Control PROCESS PLATFORMS Engagement Culture & Leadership Risk STRATEGY Vision Business Objectives Roadmap 49
  • 50.
    Growing Your SocialMedia Culture • Digital and Social Media Guidelines/Policies • It is important to develop clear guidelines for corporate/commercial social media programs in order to define the “rules of engagement” • Consider the following categories when developing social media guidelines/ policy: INTERNAL EXTERNAL Internal Corporate External Commercial CORPORATE Communications Engagement Internal Enterprise External Employee EMPLOYEE Collaboration Engagement • Process and Workflows for Social Media Platforms • As a part of the policy/guideline development process, it is also important to establish process and workflow for engaging in social media, in order to define responsibilities, facilitate response timing, and determine success • Aligned Digital Strategy • A digital/social media strategy should not exist as a “silo”− it needs to be aligned with the overall mission and objectives (e.g. marketing, communications, corporate strategy and goals) 50
  • 51.
    Varying Levels ofSocial Media Engagement HOW YOU ENGAGE DEPENDS ON YOUR ORGANIZATIONS LEVEL OF TOLERANCE FOR RISK Open • Online Video (w/ comments) • Innovation challenges • Micro-Blogs • “Blogger” Summits • Corporate Blogs (with moderated • Patient Ambassador Program comments) Open Open • Tweetchats • Media interviews Communication Collaboration • Partnerships with 3rd party • Influencer Roundtables communities Communication Collaboration • Podcasts • Video Contests • Online Video (no comments) • Social Networks • SEO/SEM • Proactive Twitter Outreach • White Papers Controlled Controlled • Research communities • Speeches Communication Collaboration • Sponsored Third Party • Press Releases Content/Communities • Townhalls (invite only) Controlled 51
  • 52.
    Varying Levels ofSocial Media Engagement: Examples PHARMA HAS FOUND WAYS TO PARTICIPATE BEYOND THE LOWER LEFT QUADRANT Open • JNJ, Boehringer Ingelheim: YouTube • Roche: Blogger Summits channel (w/ comments) • Sanofi Aventis: • JNJ, GSK, AZ: Corporate Blogs DataDesignDiabetes Innovation • Pfizer, Boehringer Ingelheim, Janssen Open Open Challenge UK: Facebook pages (w/ comments) Communication Collaboration • AZ: #RxSave Tweetchat • Sanofi Aventis: WhyInsulin YouTube • Novartis: CML Earth Community Channel (w/ comments) • Biomarin: PKU.com Community • AZ, JNJ, Roche, GSK: Twitter feeds • UCB: PatientsLikeMe collaboration Communication Collaboration • Novartis: CFvoice Podcast Series • Lilly: Oncology on Canvas • Janssen-Cilag: Living with ADHD • Pfizer: Think Science Now Blog YouTube Series • AZ: @AZhelps customer service • Vertex: Hep C Made Simple YouTube Controlled Controlled Twitter feed Channel Communication Collaboration • Novartis: FluFlix and CFvoice • Vertex: Better To Know C Slideshare “Surfing” Contests Channel • Sermo, Medscape Physician • AZ: Social Media in the Pharma Connect, etc. Industry Whitepaper Controlled 52
  • 53.
  • 54.
    Using social mediato make a difference MOBILIZE INFLUENCERS TO CREATE A MOVEMENT Once you‟ve created a social media presence, how do you mobilize your fans/members to actually “do” something? Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 54
  • 55.
    1. Share yourstory • Having a compelling narrative has always been a good way to engender support for the cause • Twitter and Facebook change how this is done, not the need to do it • Empathy is the building block of a movement Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 55
  • 56.
    2. Build relationships • Advocacy is about building relationships • Build the community before you mobilize for them – without the relationship you can‟t expect action Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 56
  • 57.
    3. Be personable 4.Meet people where they are • Understand your audience and use the right vehicle to reach them • Some people aren‟t drawn to the internet on a regular basis – traditional engagement (offline) still has a role to play Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 57
  • 58.
    5. Treat socialmedia like a tool • Social media is ONE tool in the toolbox • Technology can‟t replace traditional tactics – it can enhance them and broadcast reach • Use the tool when it‟s best fit – e.g., times of crisis Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 58
  • 59.
    6. Do notchase the numbers 7. Reward people who help • Not every cause requires 1,000,000 followers • Focus instead on a dedicated group to share your message with others; numbers follow relationships • Assign easy to accomplish tasks • Reward people publically Source: Share This! How You Will Change the World with Social Networking © Deanna Zandt, 2010 59
  • 60.
    Public Engagement PATIENTS • e-Patients are equipped, enabled, empowered, and engaged in their care • They form empowered care j partnerships with enlightened clinicians, sharing the load as well as the steering wheel • They connect with each other, sharing knowledge and experiences in ways that were http://epatientdave.com/bootcamp/ never before possible 60
  • 61.
    MEDICAL EDUCATION SITE& PHYSICIAN ENGAGEMENT We‟ve developed and executed multi-channel / audience online campaigns for Novartis, including the ACLASTA brand team. The programme included a branded web portal for physician engagement complimented by a disease awareness's consumer focused campaign called Timeless Women. Over the course of the physician programme, we worked in partnership to develop an iPhone app which validates HCPs before granting further access to a handy smart phone diagnosis and medication calculation tool. To enhance point of care interaction between physicians and patients, a „straight talking‟ animation (contained within a patient information pack) was also developed ensuring that new ACLASTA patients felt fully informed about their condition whilst adhering to their prescribed treatment of once yearly ACLASTA infusion.
  • 62.
    Gamification of Health • Gamification typically involves applying game design thinking to non- game applications to make them more fun and engaging. • Gamification has been called one of the most important trends in technology by several industry experts. Fabio Gratton • Gamification can potentially be applied Chief Innovation Officer, Ignite Health to any industry and almost anything to Watch Fabio‟s “Pecha Kucha” on Gamification create fun and engaging experiences, converting users into http://www.youtube.com/watch?v=HZ9ZongmNvk players. Source: http://gamification.org/wiki/Gamification 62
  • 63.
    What’s Coming in2012 and Beyond • Artificial Intelligence – you can find it in the cloud • Big Data – from genetic sequencing to EHRs • 3-D Printing • Social Health Network • Patients like me • Cure Together • Communication with Doctors • Mobile http://techcrunch.com/2012/01/01/healthtech-2012/ Constine, Josh TechCrunch; 1 January 2012 63
  • 64.
  • 65.
    PUMA LOVES FOOTBALL SITUATION EdelmanDigital was tasked to manage an existing PUMA Football community utilizing Facebook, Twitter and the PUMA website blog to tie in with the World Cup. Prior to Edelman assuming management, there very low levels of engagement / conversation with only 15,000 Facebook fans PROCESS • Daily posts to the PUMA Football wall showed the community that PUMA weren’t just interesting in ‘pushing products’, but also they were a voice for football news in general • We dedicated a community managed to Twitter and the PUMA Football blog, as well as Facebook. This lead to increased activity on all three channels and helped establish PUMA Football as a brand with a real interest in social media. • In addition to community management, Edelman Digital built Facebook applications, such as King Of, that asked the public to generate profile pictures in the style of the new PUMA creative. RESULTS • In 8 months the page now has in excess of 100,000 fans. This community was grown totally organically with no media spend. • Together with PUMA we have developed a stream of unique, engaging content that the community likes to be involved with including bespoke ‘tab’ content and experiential activities • The Facebook channel receives over 70,000 visits per month (equal to that of PUMAFootball.com)
  • 66.
    7up: BRING THEMBACK FOR CRAIC STRATEGY Building on the insights that the Irish Diaspora is widespread and influential, and that recent economic challenges have driven more Irish young people to move overseas than ever before, we created a competition whereby 7 Up would bring together a dispersed group of seven friends from home and abroad for a massive St. Patrick’s Day party in Dublin. EXECUTION • Created a customised microsite to serve as the hub for the campaign • Launched a new Irish 7 Up Facebook page and Twitter feed to act initially as campaign elements. Later transitioned these to being of general brand value. • Engaged key online influencers in Ireland and Irish influencers beyond Ireland to drive conversation about the competition. • 7 finalist teams were selected, and invited to set up their own campaigns using the microsite and social tools. • Developed targeted online advertising strategy to drive awareness and buzz. RESULTS • Delivered record social media brand impact for Ireland, and in just a two month campaign. • More than 27,000 votes cast by users. • Over 52,000 unique visitors to the microsite. • A campaign so strong and dramatic, that 7 Up wound up selecting two winning groups. • Improved this year, the second annual event recently wrapped up.
  • 67.
    JOHNNIE WALKER: WALKWITH GIANTS (LOCAL EXECUTION) STRATEGY • Illustrate Johnnie Walker’s commitment to celebrate personal progress by showing how a selection of ‘Giants’ have progressed on their own ‘Walks’. • Localise the global approach for Belgium while making it relevant and inspiring to the consumer • Position Marc Herremans as the Belgian Giant and source of inspiration for Belgian me. EXECUTION • Develop and produce a film and short trailer presenting Mark’s inspiring story. • Connect with men – 18-35 years old - through social networks and blogs but especially by seeding the trailer and short movie of the local Giant • Utilise the movie as a hook to garner media interest and involvement • Create a widget for consumer to download and interact with • Large-scale event celebrating Marc Herremans and all other ‘Giants’ of the community RESULTS • Distributed in Belgium only view Facebook, blogger outreach and video sites • 180K video views (20% over target) • 15M consumers reached (circulation/readership) • PR launch event in Belgium, introducing Marc and his story, engaging media and consumers to participate in his story and take the journey with him. Watch the film here: http://on.fb.me/fnhYbj
  • 68.
    LOTTOMATICA: 10 ELOTTO OBJECTIVE • Turn Lottomatica’s (Italy’s leading lottery) sponsorship of Roma Film Festival into online and offline media visibility opportunity for the brand 10eLOTTO. • Communicate 10eLOTTO brand values to the public PROCESS • Rely on a multimedia approach bridging online and offline media, and strengthen partnership with Rome Film Festival. • Created a 10eLOTTO award to be voted online and announced offline to generate media coverage both online and offline. • Build a website providing users with the opportunity to vote for the best Italian actor, among a shortlist of 10 chosen by Ciak and 10&Lotto. • Create a Facebook page - linked to the website - collecting comments and photos to generate online conversation and participation. • Place banners on Gioco del Lotto and Rome Film Festival web sites • Create an editorial partnership with CiaK, the top Italian magazine about Cinema. RESULTS • Collected 7,498 votes in a month • Registered 1,232 fans in a month (an average of 308 fans per week, about 36 per day) • FB fan page reached more than 160,000 users in a 4 week period • Facebook advertising campaign reached 9,812,716 people and generated 2,624 clicks.
  • 69.
    But We Can’tdo THAT in PHARMA!!! CAN WE? 69
  • 70.
    BIOGEN-IDEC: SUPPORTING MSPATIENTS Situtation and challenge? Multiple sclerosis (MS) is a neurological condition which affects around 100,000 people in the UK; it‟s a complex area and has many symptoms but patients may not experience them all and certainly not at the same time - MS is different for everyone. Biogen Idec has a heritage in treatments for the disease but the market place is crowded and online resources equally vast amongst an active online patient demographic (most people diagnosed between the ages of 20-40). Strategic Approach and Tactics? Our client had a web presence established in the area but the old site achieved little traffic and it‟s message(s) were convoluted due to trying speak to both HCPs and patients. By targeting the campaign to one specific audience, patients and friends / relatives, we were able to produce a more conducive narrative which addressed the needs of the site visitors. Content was overhauled and re-written to be keyword rich for SEO ranking while the site design delivers a more consumer look and feel, containing a features section to publish monthly content updates on concentrating on the key premise of „living positively‟ using articles from nutritionists, fitness experts and psychologists alike. Top leverage traffic the site aggregates content from a separate Twitter handles also run by our client and provides regular updates aimed at driving traffic back to site. Avonex patients, Biogen Idec‟s leading MS product, can access deeper value from the site via a secure access area designed to offer support services as well as a concordance programme by signing up to SMS alerts. In addition, an Avonex iPhone app will soon launch containing a calendar functionality allowing patients to record appointments / delivery dates, detailed frequently asked questions on self injection procedures and the ability to set injection reminders whilst maintaining an injection map keeping track of injection site rotations to alleviate treatment discomfort. Outputs? The websites was recently launched and traffic data is still under review. The www.MSActiveSource.co.uk iPhone is currently under review by Apple pending publication to the App Store. Early feedback from patient and nurse focus groups has been positive.
  • 71.
    ONCOLOGY FRANCHISE: RARECANCERS LANDSCAPE ANALYSIS Edelman Digital conducted an extensive landscape analysis, across English language speaking markets, examining the online dialogue and behaviour patterns in relation to rare cancers. We discovered a clearly defined online conversation about rare cancers as a whole, being talked about online by a wide range of stakeholders. The conversation is not confined to the scientific or HCP communities with NGO’s holding significant influence. By connecting with the specialist cancer groups first, coalescing them into an influential a bloc, which will then help to win the support of the mainstream cancer charities for a lobbying campaign. Once a campaign is established, targeted activity in non-cancer forums (e.g. influential, online organisations such as Mumsnet) can help to amplify the key messages
  • 72.
    SCHERING-PLOUGH NASONEX®: ONLINE GAME Edelmandeveloped an interactive health game to educate consumers on product benefits and drive name brand recognition and requests. The game serves as a platform for blogger and traditional media outreach, leveraging the connection between allergies and global warming to appeal to the target‟s affinity for environmental causes. In the first six months, more than 5,500 unique visitors played “Don‟t Blow It” more than 10,000 times and the game drove more than 4,000 new visitors to the brand site.
  • 73.
    ABOUT MEMORY PROBLEMS Launchedin March 2010, aboutmemoryproblems.com is a disease awareness website built for the Pfizer Aricept team. The primary site audience is targeted to Alzheimer's patients and their caregivers. As an entirely consumer facing site, all copy is fully referenced for archiving but is posted on-screen without the standard medical citations giving the site a more accessible feel to „consumers‟. The site was supported by a full SEM campaign from launch whilst rich media is embedded from StreamingWell.com (health video hosting site) to capture a wider promotional reach. Designed specifically for multi language use, a Greek version of the site was also launched with additional languages planned to give the campaign a truly global reach. From launch to 6 months the site captured over 48,000 visits, with more than 44,000 of those being unique visitors – make sure the right message met the widest audience possible.
  • 74.
    DOVE: BRINGING GLOCAL TO LIFE SITUATION • Unilever’s Dove brand is one of the highest profile part of its product portfolio. • Edelman identified an opportunity for the brand to bring to life its core mission and product value by engaging fans through Facebook. EXECUTION • The Platform Engine: Provided by the global team, it allowed creation of a global page, a page for every market, and a Facebook tab for every product area or campaign. • The ‘Always On’ Stream: Provided by the global team, it’s a stream of basic content that goes to all country pages (with the markets providing translations), and drives global, masterbrand equity. • The ‘Activiation’ Stream: Run by local market teams, with as much of little as the team wants. Global team members oversea activity, provide advice and training, as well as content ideas. RESULTS • Dramatically increased the number of customers engaged with the brand. (Now more than 250,000, off a base of essentially zero) • Successfully managed palm oil and other issues that NGOs have tried to use to disrupt the page The Top Five Brands on Facebook “Many participants cited this brand as one of the “shining stars” on both Facebook and social media in general.”
  • 75.
    Interactive brainstorm Funding forthis project was made possible through a collaboration with Pfizer Inc.
  • 76.
    Brainstorm Session 1. Share how you‟re currently using social media 2. Discuss where you could go online • In what additional ways can your organization maximize social media use? • What tools does your organization need? • How will you engage your desired audience? » e.g. Facebook is best used to reach “X” audience, Twitter for “Y” audience • How can you capitalize on coming trends? 3. Report out 76
  • 77.
  • 78.
    Your Workshop Leader GIGIPETERKIN, VICE PRESIDENT DIGITAL HEALTH EDELMAN, NY HEALTH Gigi Peterkin has more than 15 years As Vice President of Digital Health at combined PR, communications and Edelman, Gigi relies on her insider- digital programming experience. A knowledge of the pharmaceutical pharmaceutical industry veteran, she industry, as well as her expertise in co-led the team that built and creating digital programs and launched the AstraZeneca US knowledge of PR to counsel health Corporate Facebook page and the AZ and consumer clients on building a US Corporate blog, integrating these comprehensive digital program, and new channels with existing digital integrating a complete media strategy. assets to create a singular digital program. This cohesive approach was A regular on the speaker circuit, 2011 recognized by Mark Senak at speaking engagements include the www.eyeonfda.com as the only one of industry favorite ePharma Summit in its kind within the pharmaceutical NYC and SXSW, where she industry. moderated the Edelman panel Health: Is There Really an App for That? Gigi Prior to her time at AstraZeneca, Gigi lives in Philadelphia, Pa with her two spent several years as a kids and several Apple products. communicator and graphic designer at Centocor, Inc. (a subsidiary of You can talk with Gigi on Twitter Johnson & Johnson), worked as a (@gigi_peterkin), read her guest blog communications professional for posts at www.edelmandigital.com and SmithKline Beecham (now GSK) and visit her blog www.aquickbyte.com for ran a her own design and PR news and insights. 78 firm, serving many pharma and
  • 79.
    Thank You Copyright ©2011 Daniel J. Edelman, Inc. All rights reserved. All information contained herein is confidential and proprietary to Daniel J. Edelman, Inc. (“Edelman”).

Editor's Notes

  • #3 Lunch (1:00 p.m. – 2:00 p.m)Opening remarks / CoMO (5-10 minutes)Play 2011 World Meningitis Day videoDisperse for lunchPlay slideshow (on repeat)Social Media Advocacy Workshop (2:00 p.m. – 3:45 p.m)Agenda overview &amp; workshop objectives (2-3 minutes)Digital landscape analysis (15 minutes)Social media advocacy evolutionSnapshot of social media advocacy globally and in attendee local markets Analysis of CoMO and meningitis advocacy online (20 minutes)Advocacy online: the landscapeSnapshot of where CoMO corporate and member organizations are online and what you’re doing todaySurvey result key learningsIdentifying opportunities for CoMO corporate and member organizations Key steps for social media advocacy Case studies (15 minutes)What success looks likeBest practicesBarriers/challenges  Interactive brainstorm - break into 3-4 groups by region and corporate with flipcharts (30-45 minutes)Share how you’re currently using social mediaDiscuss where you could go onlineIn what additional ways can your organization maximize social media for meningitis advocacy? What tools does your organization need?Policies and tools for actionHow will you engage your desired audience?e.g. Facebook is best used to reach “X” audience, Twitter for “Y” audienceReport outOne person per group share what you learned today that you want to implement Close (5 minutes)
  • #7 The evolution of advocacy: traditional to onlineAdvocacy has always been social, and now we’re taking this online. It is all about raising awareness, but the channels have evolved. With new ways to communicate and reach people, we need to use different tools to make this outreach broader.
  • #10 About the MapThis shows the universe size of active social networks for each market and then segments users into three behavior types: Messengers, Groupers and Content Sharers. This behavioral data is based on the number of detailed questions we conduct into the way that consumers use social networks. Because social networking is now so big and touches every aspect of our internet experience, this detail is essential for the effective planning and implementation of marketing activity across social networks. This data reveals that users across the world are very different in how they utilize their network, with more focus on messaging and less on content sharing in established markets like the US and UK but more focus on content and groups in fast growing markets like Indonesia and China.
  • #17 Now that you know your audience is there, and where they are, listen to what they are saying
  • #19 Start slow and then broaden slope. Insights – Listen!Engage – make some friends;Connect with audience on their turf;Become a trusted, curator content;LeadThe “Crawl/Walk/Run/Fly” model is a simple way to introduce a transition to further online engagement. Determine your organization’s current position online to help plan next steps. Some organizations will touch on more than one level and specific tactics in each level may not be fitting for everyone; these are simply examples. Also be aware that goals for engagement vary by organization and no organization should be forced to fit into the final stage if it doesn’t fit the organization’s nature.
  • #20 Insights – Listen!It is important to understand who you’re trying to reach and how they’re already behaving online. Start with research – conduct a baseline conversation and online influencer audit to get a strong understanding of your audience’s behaviors online (the conversations they’re having, where they’re going, what they’re saying).
  • #21 Engage – make some friends;Take your engagement a step further and begin interactions and conversations online. This may includecommenting on other’s blog posts online. Expand your network. In order to do so, you’ll need to ensure you have the proper channels in place, such as determining your organization’s level of engagement and identifying 1-3 internal people to manage the effort and be the voice of the organization online.
  • #22 Connect with audience on their turf;This phase is about taking larger strides in proactively engaging with the online community. This might include blogger outreach or sharing video podcasts.
  • #23 Become a trusted, curator content;Lead and manage the discussion! Drive the conversation and bring the community together. Remember, through all phases you must monitor conversations to understand what the community is saying and doing (and adjust your engagement tactics)
  • #57 Build a community and cultivate a relationship with its members BEFORE you need them to act on your behalf.Don’t expect new followers or fans to instantly embrace your brand/organization .They may be drawn to your message, but won’t necessarily mobilize their influence or advocate on your behalf until they know more of the narrative – and what they’re signing up for.
  • #58 Formal language and press release won’t workZandt uses an analogy of speaking to people on Twitter and Facebookin the same way you would to a co-worker you don’t know very well – there is a personal touch that needs to be appliedWhen engaging online, think about it in terms of having a conversation – not broadcasting to someone. Take time to listen and respond
  • #59 Amazon example – authors turned to Twitter when books on feminism and gay rights began to disappear from Amazon.com search results. The Twitter community grabbed onto the story and #AmazoneFail quickly became a popular trending topic, attracting media attention and forcing Amazon to react almost immediately to the backlash
  • #60 Big numbers aren’t always neededBig numbers don’t necessarily get big results – building relationships with a smaller base of dedicatedadvocates willing to share your message is more important than having a lot of followers along for the rideAim for numbers proportionate to the cause – Zandt’s example : Parents in Florida began sharing frustrations with the public school system via social media sites. They mobilized via a group on Facebook, which landed them a meeting with the school board where they got their concerned addressed. In this case 8,000 members got the job done.
  • #61 “e-Patient Dave” is a dynamic, highly rated international keynote speaker, author, and advisor on government policy. The Boston Globe called Dave “a recognized online champion of participatory medicine,” Health Leaders featured him in its “Patient of the Future” cover story and named him (and his physician, Dr. Danny Sands) to their “Twenty People Making Healthcare Better.” See his bio, his Wikipediapage, testimonials, honors, videos of past speeches, and his TEDx talk (with standing ovation!) in the Netherlands, April 2011