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Social media
is harder in highly regulated
industries like ours
(Doubtless you already know this)
Questions       Who’s responsible for
                         adverse event reporting and
           about         off-label references?
       responsibility




                         The FDA has held hearings,


Why?     No clear
         guidance
                         but crystal-clear guidance
                         may never come




                         Traditional healthcare culture
                         demands caution and proven
       Clash of values   results; social media rewards
                         speed and information that’s
                         “good enough”
Meanwhile:
Traditional advertising channels are losing effectiveness.
Connecting with people en masse is harder than ever before.




      Of people say                                                   Of households can
    they trust what
       they hear in
         advertising
                       17%      36%                                   skip all television
                                                                      advertising with
                                                                      their DVRs



                                                                      Chance Americans
                                                                      are spending their
   Number of print
    magazines and
      journals that
                       428    50-50                                   entertainment
                                                                      time in front a
                                                                      computer vs. a
    folded in 2009                                                    television




                                                                                         Edelman Trust Barometer, 2010
                              On-demand TV 2009: A Nationwide Study on VOD and DVRs, Leichtman Research Group, 9/2009
                                                                                          MediaFinder.com, 12/2009
                                                             North American Technographics Report, Forrester, 2009
HCPs aren’t waiting to be detailed, they’re turning to the
   social web to educate themselves

   60% of physicians either use or are interested in using social networks


   112,000 docs
    talk to each
other on Sermo.                                                                 This doc-to-doc
                                                                                blogger has
                                                                                53,000 readers
                                                                                this month +
                                                                                20,000 Twitter
                                                                                followers




     65% of docs plan to use
              social media for
    professional development




                                                                             Manhattan Research 2009, 2010
                                                                                                Sermo,com
                                                                                             Compete.com
And patients are finding their own way:
People are turning to each other online to understand their health




                  50% 61% 41%

                Of patients leave a   Of Americans go      Of them read about
                physician’s office    online to research   other’s medical
                unsure of what        health information   experiences on social
                they were told.                            websites or blogs.




     We look for health information for ourselves online and for each other.
     Half of our health searches are on behalf of someone else.
     And two-thirds of us talk with someone else about what we find
     online.


                                                            The Social Life of Health Information, Pew Internet and American Life Project, 2009
But:
 What we find can be misleading or even dangerous

 A conversation about:




                                 Do your best to take these
                                  at a consistent time but
                                  don't panic if you miss
                                    one...it really is still    I feel it's necessary to
    Just be aware of the                                       switch brands after each
  break-through bleeding                  effective
                                                                 bottle to fully benefit
   and if they are on it to                                    from its full potential...I
                                       44 year old Female
  control painful periods -                                    just think that it is good
 the pain isn't any better. It                                       for your body.
is just less times a year. 38
        year old Female                                              47 year old Female
We have to find a way
to make it work
(Don’t worry, this won’t hurt a bit)
Today’s Agenda
1.  What is social media – easy definitions and real behavior

2.  Social samples – campaigns created by our peers

3.  Q&A – everything you’ve been wanting to ask

4.  Nifty new products – making it easy to start getting social
Defining social media
How it’s changed our behavior and expectations
It’s not
just a bunch of destinations
Social media is a change in expectations.
Now: We can the get things we
need from one another.

       Instead of just from traditional
       institutions, like business,
       media or government.
•  Advice and recommendations
              •  News and new ideas
              •  Products and services
              •  Tools and software
              •  Support and resources


Social media is a change in expectations.
It’s how: We get the things we
need from one another.

       Instead of just from traditional
       institutions, like business,
       media or government.
Social media = the social web
(Where we all – even you - learn, connect, and find entertainment)


              Half of us use social        Of the top 20 most visited sites in
              networks where we            America, eight are social networks
              connect with people          and all use social tools
              around shared                                                          11.  Craigslist
                                            1.    Google
              interests (Think:
                                            2.    Facebook                           12.  Twitter
              Facebook)
                                            3.    Yahoo                              13.  MSN
                                            4.    YouTube                            14.  AOL
              Almost all of us use          5.    Wikipedia                          15.  Go
              social tools that             6.    Myspace                            16.  Bing
              include the                   7.    Blogger                            17.  LinkedIn
              opportunity for               8.    Live                               18.  CNN
              interaction and the                                                    19.  Wordpress
                                            9.    Amazon
              perspectives of people
                                            10.  eBay                                20.  Flickr
              like us (Think:
              Amazon.com reviews)


                                                            The Broad Reach of Social Technologies, Forrester Research, 2009
                                                                                       Alexa, real-time results, February 2010
That combination of networks & tool creates a new context

                                                         •  Links
                                                         •  Status updates

                            We share                     •  Forwards

                            things we
                               like

    •  Blogs       We                            We                                •  Reviews
   •  Photos
   •  Videos
                 create                        answer                              •  Recommendations
                                                                                   •  Chat rooms
                content                       questions



                      This is social context.
                It’s the personalization, credibility and relevance
                         we add to information and ideas.

                                                                      Social Technographics Report, Forrester Research, 2010
A lot of us are creating it and even more are consuming it




                            54%
                           share things




                24%                       37%
                  create                   answer
                 content                  questions




                              73%
                  Read, buy and use all that
                       social context.                Social Technographics Report, Forrester Research, 2010
But when it comes to our health
we use social context a little differently
83% of online adults search for health
information


                    66% look up a specific disease or problem
                    55% a certain medical treatment or procedure
                    45% information on prescription or over-the-
                    counter drugs
                    35% alternative treatments or medicines




                              The Social Life of Health Information, Pew Internet and American Life Project, 2009
83% of online adults search for health
information


                    66% look up a specific disease or problem
                    55% a certain medical treatment or procedure
                    45% information on prescription or over-the-
                    counter drugs
                    35% alternative treatments or medicines




60% of them look for the experience of
“someone like me”
                              The Social Life of Health Information, Pew Internet and American Life Project, 2009
Are health influentials. They

              1 in 5                   not only care about and take
                                       action on health issues,
                                       they also act as channels for
                                       information to others



But they                               Of people who look for health


find fewer     5%                      information online have
                                       posted their own health
                                       thoughts on a blog


peer voices
                                       Have posted comments or
                                       questions about health or

               6%                      medical matters in an online
                                       discussion, listserv, or group
                                       forum




                                                    The Edelman Health Engagement Barometer, 9/2008
                       The Social Life of Health Information, Pew Internet and American Life Project, 2009
So they mashup what they find from people and from
 brands (and hope for the best)



                                           No single source of information
                                          stands out or stands alone in the
                                          networked world of many health
                                                     consumers
Just 41% of patients have the
knowledge and confidence
required to manage their health
in this new world.

                                          Edelman Health Engagement Barometer




                 Center for Studying Health System Change

                                                    The Social Life of Health Information, Pew Internet and American Life Project, 2009
Then they act


6:10 health searchers say their most recent
search had an impact on their own health or the
way they care for someone else

                     60% how to treat an illness
                     56% overall approach to maintaining health
                     53% what new questions to ask their doctor
                     38% whether or not to see a doctor
                     38% how to cope with a chronic condition




                                 The Social Life of Health Information, Pew Internet and American Life Project, 2009
They way docs are using it
may be even harder on our business
You already know, it’s more challenging than ever for our
sales reps to get face time with docs




 REP-ACCESSIBLE DOCS               REP-INACCESSIBLE DOCS


 20%                               50%

                                   AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010
A big part of the reason is that they’re educating
themselves on the social web

Over 100,000 docs use SERMO to:
 1.  Crowdsource diagnoses

 2.  Talk about new drugs on the market and in the
     pipeline

 3.  Complain about how fake TV doctors are
     (especially that guy on Royal Pains)


                           +50% get medical
                           information from Wikipedia

                                                                   Sermo, 2010
                                                     Manhattan Research, 4/2009
So what is social media?
It’s how we get the things we
need from one another rather
than from traditional institutions.

 It’s social
places we go   +         People’s
                       contributions
                       we find there
                             Make sense?
Access to social media has really changed what we expect

Today’s social media users have new demands:




                                They need diverse opinions
                                         Gut reactions
                                       Real experiences
                                       Expert perspective




        They want
      special access                                         They expect to
           Sneak peeks                                       make an impact
          Valuable offers                                        Listen to me
      Exclusive opportunities                                   Respond to me
                                                             Act on what you hear




           Bottom line: It’s all about feeling confident.
        “I won’t be taken advantage of.” “I won’t miss an opportunity."
What pharma can do now
Seven proven models that are adding value
What are we looking for:
Experiences with an audience-centric view
We can’t advertise at people in social media. We need to
build connections with them.

          Successful social experiences create lasting relationships:




                     VISIT          ENGAGE           PASS ON
A audience-centric view starts with
Embracing the ideals of the social web




                            Tip: Use this as a filter for idea generation
                            and for evaluating the following examples
We always start with a balanced strategy

A successful social media strategy should provide:




              VALUE TO THE               VALUE TO THE
                 BRAND                      PEOPLE




          This one is pretty easy,     But what about this one?
                  right?                How can we add value?
                                        What do people want?
POP QUIZ

     How many pharma
brands use social media?
(seriously, not a trick question)
400+
Our colleagues at WPP actually counted.




   Dig around: http://bit.ly/doseofdigital
So what are pharma companies doing now?

There are valuable social tactics at every point on the risk/reward
spectrum:


 Where you can
 CONTROL
 • Unbranded sites        Where you can

 • Private communities    INFLUENCE                 Where you can

 • One-way profiles       • Targeted applications
                                                    PARTICIPATE
                          • Moderated content       • Social networks
                                                    • Peer-to-peer reviews
                          • Sponsored
                           communities              • Talk-leader summits




     Today, pharma is mostly here
1 Make someone’s life easier
  The toughest way to add value in social media is also one
  of the most effective: Give people something they need
  •  Creates lots of conversation (You’ve got to try this!)

  •  Builds positive brand perception and lasting attachment
Make their lives easier
 1
      Didget World by Bayer

•  The idea came from a parent (Paul
  Wessel) of a child with type 1
  diabetes.
•  Paul’s son was constantly losing his
  blood glucose meter, he could always
  find his Game Boy.
•  That insight lead him to start his own
  company to create a device that
  would help his son manage his
  diabetes
•  Then, Bayer hired Paul to develop
  DIDGET™:
  A first-of-its-kind blood glucose
  meter that connects directly to
  Nintendo DS™ gaming systems to
  help kids manage their diabetes by
  rewarding them for consistent testing
  habits
Make their lives easier
  1
           GoMeals by Sanofi-Aventis

•  The overall strategy is for
  Sanofi-Aventis to forge closer
  bonds with prescribing
  physicians and patients who
  are working to manage their
  disease

•  One tool in their marketing effort
  is an iPhone app that includes
  some really valuable tools:

      –    Restaurant finder that includes
           nutritional information

      –    Daily food intake meter for
           calories, carbs, protein, etc.

      –    Searchable database to plan and
           save meal choices


•  The company is even doing its
  customer service via Twitter,
  which helps it make its product
  more viral.
2 Empower patient opinion leaders
  It’s all about inspiring people to take your message into
  the places they already talk
   •  Builds relationships with the 6 - 11% of ePatients who
    create peer content
   •  Adds the credibility of an independent source




                                   The Social Life of Health Information, Pew Internet and American Life Project, 2009
Empower POLs
 2
      Step UpReach Out patient conference by Bayer

•  Bayer asks young
  hemophilia patients one
  question: Who speaks for
  you and the thousands of
  others like you in the
  world?
•  The answer they’re looking
  for is: YOU
•  Their Step UpReach Out
  patient conference draws
  together young men from
  around the world for
  learning, personal growth and
  collaboration.
•  The program makes sure they
  understand the issues and
  the communications tools
  to get the word out
Empower POLs
 2
      Diabetes Directory by Roche

•  Last summer, Roche invited
  29 diabetes specialists and
  bloggers to a social media
  summit
•  Together, they created a
  manifesto on what how
  pharma should engage in
  social media
•  They asked for centralized
  web directories for all
  diabetes sources
•  And, new patient-centric
  messaging, including a
  speakers bureau of high-
  profile patients
3 Listen for new insights
  How do you get the best new ideas from the people who
  will actually use your product? Ask them
  •  Creates more audience-relevant experiences

  •  Leverages lasting attachment
Listen for new insights
 3
      Community insight for NCCN and Memorial Sloan-Kettering

•  When Ellen Sonet, VP of marketing at
  Sloan-Kettering, was faced with the
  challenge of how to market the
  new cancer center, she turned to
  the people
•  Through a partnership with National
  Comprehensive Cancer Network
  (NCCN) she was able to host a
  private community on
  Communispace
•  There, they asked lots of questions,
  starting with: How do you choose
  where to get treated?
•  The answers changed their
  marketing. From patient-focused
  to primary-care physician focused.
  From print to search-rich online.
•  They also made marketing a go-to
  resource to execs and docs alike
Listen for new insights
 3
      PatientsLikeMe community from UCB

•  Earlier this year, UCB launched
  an epilepsy community on
  PatientsLikeMe
•  In the first two weeks, over
  400 patients joined. They
  expect thousands of
  patients in the next few
  months.
•  They’re looking for on-the-
  ground research with a
  wide-cross section of patients.
  What they learn about
  epilepsy will help improve drug
  safety and lead to new
  advances in care.
•  Doing it in this valuable
  public forum will help build
  affinity with patients
4   Be the go-to resource
    Investing in the content people want most positions a
    brand as a dedicated advocate for their customers
    •  Encourages repeated visits

    •  Creates focus for search engine optimization
Be the go-to resource
 4
      MerckEngage by Merck

•  Project started with a
  patient focus: create a
  better experience for
  patients on drug therapy
•  The site is designed for
  both physicians and
  patients to help them work
  together to achieve
  improved health outcomes
  using web and social tools
•  Each member can create a
  personal plan - including
  daily activities, meals and
  fitness
•  The site delivers patient
  education, support and
  specific information
  guidance from
  physicians to patients on
  specific Merck medications
Be the go-to resource
 4
      PKU.com by BioMarin

•  PKU.com is a lasting
  resource for families
  and physicians dealing
  with a PKU diagnosis
•  It includes quick-start
  information for parents
•  Communities and
  support for teens
•  And deep professional
  resources - including a
  peer-to-peer exchange
  for HCPs
•  This unbranded site has
  such powerful content
  that it appears on the
  first page of Google
  search results for the
  condition
5   Connect patients with one another
    Sometimes being social is all about letting other people be
    social. One way: let your audience support one another
    •  Very authentic use of the social web

    •  Opens a window to your customers’ challenges and hopes
Connect patients with one another
 5
     CML Earth by Novartis

•  The main purpose of the site
  is to connect people who
  have been diagnosed with
  Chronic Myelogenous Leukemia
•  Healthcare professionals and
  caregivers are also invited to
  participate
•  People create a simple profile
  and then can visually scan the
  world for people they want to
  meet or support
•  They can give three kinds of
  ambient support with one
  click
•  Or message a user directly
  to build a supportive
  relationship
Connect patients with one another
 5
      Advanced Breast Cancer Community by Bristol Meyers Squibb

•  In 2006, Living Beyond Breast Cancer
  published "Silent Voices,” the results
  of its survey of people living with
  advanced breast cancer.
•  The findings confirmed the need for a
  targeted approach to information
  and support for the advanced breast
  cancer patient
•  The group also found it difficult to
  navigate the numerous websites and
  locate the valuable information on
  clinical trials, treatments, and
  support services
•  Bristol Meyers Squibb stepped up to
  meet this unmet need: women
  living with advanced breast
  cancer had no place to call their
  own
•  They partnered with 13 of the
  leading breast cancer patient
  advocacy organizations to create
  the site that launched in 2008
6 Advocate a cause
  People connect to things they believe in. Sponsoring -
  or even establishing - a cause can humanize a brand.
  •  Focuses attention on an opportunity relevant to the brand

  •  Invites people to take an active role in progress
Advocate a cause
 6
     World Contraception Day by Bayer Schering Pharma

•  The day was founded in 2007 to
  reduce the high levels of
  unintended pregnancy around the
  world
•  Bayer gathered NGO partners and
  invested in both DTC and HCP
  marketing
•  The day has a theme each year, like
  understanding your choices or
  making your voice heard
•  It intentionally brings in the voices
  of real people, mostly young
  people, who are most impacted by
  unintended pregnancy
Advocate a cause
 6
     Take a Step Against Cervical Cancer by Merck

•  Over 100,000 people have
  joined Gardisil’s cervical
  cancer fight on Facebook
•  There they donate their
  status update to spread
  the word
•  And, find tools to become an
  activist against cervical
  cancer in both big and small
  ways
•  The page also includes some
  uniquely valuable tools for
  the medium, like quizes and
  contests
7 Create a shareworthy experience
  Not all social strategies start in the usual destinations,
  some don’t even start online. Instead, they’re designed to
  be irresistible to pass on.
  •  Creates peer-to-peer sharing

  •  Associates a sense of delight and discovery with a brand
POP QUIZ

             What’s wrong
       with this picture?
        (it’s from a river-front
        music festival in Austin)


Not nearly as cool as Comfest, but still…
Create a shareworthy experience
 7
      Coin-Operated Scientist by Multiple Sclerosis Society

•  This live exhibit was designed
  to help raise money for MS
  Research

•  The box has an enclosed mini
  research laboratory with a
  coin slot in the front

•  Inside a real scientist sits
  slumped and motionless

•  When people make
  donations, he sits upright and
  conducts science experiments
  until he feels the money has run
  out
Create a shareworthy experience
     7
         Gilead gives away tickets, raises awareness

•    If you’re diagnosed with Hepatitis B, you’re
     likely to receive a drug created by Gilead
     (the new category leader)

•    Gilead targeted one under-diagnosed
     population (Asian Americans) with a ready-
     to-pass-on experience

•    Gave away passes to concerts in exchange
     for watching unbranded videos about the
     disease state

•    The bands (Kaba Modern, Happy Slip) also
     passed on information about B in interviews

•    Gilead posted information about B testing
     on Facebook, YouTube and Twitter
Q&A
Answers to your social questions
+ Six tough questions product managers are asking about
Don’t we expose ourselves to more adverse events?

       Only a tiny fraction of social media posts contain reportable AEs.
       You may have seen this Nielsen map. It looks at 500 random posts:


                                                                        A      494 messages mention an identifiable patient


                                                                        B      100 messages mention a specific medication


                                                                        C      56 messages mention an identifiable reporter


                                                                        D      14 messages both mention a specific medication
                                                                               and an identifiable reporter

                                                                        E      4 messages mention an adverse experience and
                                                                               include and identifiable patient and a specific
                                                                               medication

                                                                        F      1 message also included an identifiable report



                                                                                           That’s a .2% chance
Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,”8/2008
What about ROI?

The truth is, any good campaign is customized to help support your
overall brand or campaign goals

   •       Ex: Norelco launched a category
   •       Ex: Dell changed sentiment
   •       Ex: Zappos created enduring brand fans


But, generally, we track two kinds of metrics for any campaign:



            Engagement
             {people spend time
              with your brand}

        • Unique visitors
        • Return visitors
        • Comments/votes
                                       +
                            • Time on site
                            • Connections
                            • Frequency
                                                            Influence
                                                       {it makes a difference}


                                                    • New leads
                                                    • Satisfaction
                                                    • Referral likelihood
                                                                            • Positive/negative noise
                                                                            • Awareness (volume)
                                                                            • Cost per prospect
        • Members
What if someone says something else negative




       THEY ALREADY                      NEGATIVE =
        CAN (& DO)                        CREDIBLE
      On iGuard, WebMD, iVillage,    People trust positive comments
           Twitter, etc., etc.      more when they also see negative




   There will always be negative comments about your brand.
  Ultimately, it’s what you do about it - act on it, respond
      to it, change it - that builds social media esteem
Can we just disable comments and push content out?




 Halfway social isn’t social

 It has to work
 the way people expect it to work
What do you expect from the FDA?

Good news: The FDA understands the issue


                          A lot of it revolves around
                            the five questions we
                             posed … things like
                                accountability,
                          responsibility, ownership
   [The codes] were        of the information and
  written decades and     regulatory requirements.
 decades ago… people
 weren’t thinking about
   Twitter back then.

                              Dr. Jean-Ah King, Special Assistant
                              to the Director in DDMAC
What do you expect from the FDA?   (CONTINUED)



Bad news: We’ve got a long way to go

                                                 Feb 24 speech is just
      Comment period is still open               an update on what
                                                 they’ve heard



                                                 One possible outcome
        No guarantee of guidance                 is “status quo”



                                                 If it is written, look for
 Any draft guidance has comment period           a 90-day review +
                                                 iteration



                                                 Any guidance won’t be
     Technology will keep changing               technology-specific
                                                 and won’t know the
                                                 next evolution
Is it really worth it?



YES.                     70% of
                        consumers
                                                         48% of
                                                   Americans trust
                      believe pharma
                                                  pharma less than
                     information from
                                                  they did five years
                      their non-expert
                                                         ago
                     peers is credible




              Could it be because we’re not part of the
              conversation? Push advertising isn’t going to change
              those numbers. Engaging and adding value is.

                                     iCrossing, How America Searches: Health and Wellness, January 2008
                                                                   DDB, Health is the New Wealth, 2009
Social products
How can we empower and support our clients?
INSIGHT FROM THE CROWD
Social Listening



             is curated social listening:
       Filtered analysis and insight
      Delivered monthly or quarterly.



                         +
                               Breaking
        Periodic
                             conversation
         audits
                                 alerts
INSIGHT FROM THE CROWD
Social Listening

                           People have thousands
                         of conversations every day
                         that could impact your brand



                   Who has time to listen to all of them?
 And, what are the regulatory implications
           of even trying to?
INSIGHT FROM THE CROWD
Social Listening

                           People have thousands
                         of conversations every day
                         that could impact your brand


                        Together, we create a FILTER
                   that listens for just what you want to know




           •  Understand why people choose one product over another
           •  Create/test hypotheses about what people want or need
           •  Be ahead of any challenges to your reputation
           •  Find new kinds of accolades
           •  Uncover where the most conversation is happening (and when)
INSIGHT FROM THE CROWD
Social Listening

                                People have thousands
                              of conversations every day
                              that could impact your brand


                             Together, we create a FILTER
                        that listens for just what you want to know




Clear information:                                               Action plan:
• What people think                    So you get: INSIGHT       • Leverage opportunities
• What they want                              (not noise)        • Combat threats
• Where you can reach                                            • Make meaningful
  them                                                             connections
INSIGHT FROM THE CROWD
Social Listening

The Process:                                                                                             Recent Clients:

      Research &                                                                                         • Gilead
                                             Listening                         Presentation              • Millenium
       Planning
                                                                                                         • Seattle Genetics
           2 weeks                                 2 weeks                             1 week            • Biogen Idec
KEY ACTIVITIES
                                                                                                         • GSK
                                                                                                         • Amgen
•    Collect background and
     information from client
                                    •    Collect and organize all
                                         research
                                                                          •    Presentation to Client
                                                                                                         • Allergan
           •  Competitors
           •  Environment                     •     HCP communities
              concerns and focus              •     Patient
                                                    communities
•    Identify appropriate scope               •     Influencer
           •  Who we’re listening                   communities
               to                             •     Social destinations
           •  What we’re looking
               for                  •    Focus research and
                                                                                                         Cost:
                                         formulate summaries and
•    Set frequency                       recommendations
                                                                                                         $15,000 - $25,000 (initial)
                                                                                                         $5,000 - $10,000 (updates)

DELIVERABLES
                                    Social monitoring research and        Social monitoring report
Clear understanding of scope of
                                    draft findings (for core team         • Executive summary
the monitor                         review)                               • Presentation of findings
                                                                          • Recommendations for action
COLLABORATIVE SOCIAL THINKING
Social Brand Workshop


                          is a
            collaborative workshop
          That evaluates social media
          opportunity for your brand

    Social media
      learning
                                +   Social media
                                      planning
37% of brands say
their main barrier going social is
simply that they don’t know
where to begin


                  These workshops point the way >>
COLLABORATIVE SOCIAL THINKING
       Social Brand Workshop

        With so many competing priorities, it can be difficult for an brand team to
        find the time and resources to evaluate if and how they should leverage
        social media. A social brand workshop facilitates that discussion in an
        efficient, hands-on one-day summit:
THE MARKETPLACE




                                                                What




                                                                                        THE BRAND
                                  What                                      What the
                     What                                    assets and
                                 people    Social media                      brand
                  competitors                                resources
                                want and   opportunity                      wants to
                   are doing                                     are
                                  need                                     accomplish
                                                              available
COLLABORATIVE SOCIAL THINKING
Social Brand Workshop

Sample agenda:

Morning session: Learning            Afternoon session: Planning

 1.  Social media 101                4.  Defining our goals
     •    Definitions                    •    What we want to achieve
     •    Behavior                       •    How we’ll measure it
 2.  How other brands are engaging   6.  Identifying assets
     •    Our competitors                •    Content and context
     •    Best practice brands           •    Available resources
 3.  What our audience wants         8.  Modeling campaigns
     •    Key behaviors                  •    Social media test projects
     •    Current sentiments             •    Potential lasting programs
COLLABORATIVE SOCIAL THINKING
Social Brand Workshop

The Process:                                                                                             Recent Clients:

                                                                                                         [Piloting with Palio in June]
     Development                          Workshop                        Documentation

            3 weeks                            1 week                          2-3 weeks
KEY ACTIVITIES
                                                                                                         Cost:
•    Collect background and        •    Facilitate collaborative     •    Final presentation to client
     information from client            session with 5 – 10 brand
           •  Competitors
           •  Environment          • 
                                        leaders
                                        Share social learnings
                                                                                                         $25,000 - $35,000
              concerns and focus   •    Co-create social planning

•    Audit existing landscape
           •  Audience
           •  Brand
           •  Competition

•    Create   workshop materials
         •     Agenda
         •     Activities
         •     Presentation



DELIVERABLES
                                   Full-day collaborative workshop   Documentation of social
Planning and materials for full-
day workshop                                                         learnings
                                                                     Synthesis of social plans and
                                                                     recommendations
(thank you!)

leigh.householder@gsw-w.com
Advergirl.com
WhatsYourDigitaliQ.com
BrandLiberators.com
@leighhouse
@iqlab
Social Media 101 for Pharma

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Social Media 101 for Pharma

  • 1. Social media is harder in highly regulated industries like ours (Doubtless you already know this)
  • 2. Questions Who’s responsible for adverse event reporting and about off-label references? responsibility The FDA has held hearings, Why? No clear guidance but crystal-clear guidance may never come Traditional healthcare culture demands caution and proven Clash of values results; social media rewards speed and information that’s “good enough”
  • 3. Meanwhile: Traditional advertising channels are losing effectiveness. Connecting with people en masse is harder than ever before. Of people say Of households can they trust what they hear in advertising 17% 36% skip all television advertising with their DVRs Chance Americans are spending their Number of print magazines and journals that 428 50-50 entertainment time in front a computer vs. a folded in 2009 television Edelman Trust Barometer, 2010 On-demand TV 2009: A Nationwide Study on VOD and DVRs, Leichtman Research Group, 9/2009 MediaFinder.com, 12/2009 North American Technographics Report, Forrester, 2009
  • 4. HCPs aren’t waiting to be detailed, they’re turning to the social web to educate themselves 60% of physicians either use or are interested in using social networks 112,000 docs talk to each other on Sermo. This doc-to-doc blogger has 53,000 readers this month + 20,000 Twitter followers 65% of docs plan to use social media for professional development Manhattan Research 2009, 2010 Sermo,com Compete.com
  • 5. And patients are finding their own way: People are turning to each other online to understand their health 50% 61% 41% Of patients leave a Of Americans go Of them read about physician’s office online to research other’s medical unsure of what health information experiences on social they were told. websites or blogs. We look for health information for ourselves online and for each other. Half of our health searches are on behalf of someone else. And two-thirds of us talk with someone else about what we find online. The Social Life of Health Information, Pew Internet and American Life Project, 2009
  • 6. But: What we find can be misleading or even dangerous A conversation about: Do your best to take these at a consistent time but don't panic if you miss one...it really is still I feel it's necessary to Just be aware of the switch brands after each break-through bleeding effective bottle to fully benefit and if they are on it to from its full potential...I 44 year old Female control painful periods - just think that it is good the pain isn't any better. It for your body. is just less times a year. 38 year old Female 47 year old Female
  • 7. We have to find a way to make it work (Don’t worry, this won’t hurt a bit)
  • 8. Today’s Agenda 1.  What is social media – easy definitions and real behavior 2.  Social samples – campaigns created by our peers 3.  Q&A – everything you’ve been wanting to ask 4.  Nifty new products – making it easy to start getting social
  • 9. Defining social media How it’s changed our behavior and expectations
  • 10. It’s not just a bunch of destinations
  • 11. Social media is a change in expectations. Now: We can the get things we need from one another. Instead of just from traditional institutions, like business, media or government.
  • 12. •  Advice and recommendations •  News and new ideas •  Products and services •  Tools and software •  Support and resources Social media is a change in expectations. It’s how: We get the things we need from one another. Instead of just from traditional institutions, like business, media or government.
  • 13. Social media = the social web (Where we all – even you - learn, connect, and find entertainment) Half of us use social Of the top 20 most visited sites in networks where we America, eight are social networks connect with people and all use social tools around shared 11.  Craigslist 1.  Google interests (Think: 2.  Facebook 12.  Twitter Facebook) 3.  Yahoo 13.  MSN 4.  YouTube 14.  AOL Almost all of us use 5.  Wikipedia 15.  Go social tools that 6.  Myspace 16.  Bing include the 7.  Blogger 17.  LinkedIn opportunity for 8.  Live 18.  CNN interaction and the 19.  Wordpress 9.  Amazon perspectives of people 10.  eBay 20.  Flickr like us (Think: Amazon.com reviews) The Broad Reach of Social Technologies, Forrester Research, 2009 Alexa, real-time results, February 2010
  • 14. That combination of networks & tool creates a new context •  Links •  Status updates We share •  Forwards things we like •  Blogs We We •  Reviews •  Photos •  Videos create answer •  Recommendations •  Chat rooms content questions This is social context. It’s the personalization, credibility and relevance we add to information and ideas. Social Technographics Report, Forrester Research, 2010
  • 15. A lot of us are creating it and even more are consuming it 54% share things 24% 37% create answer content questions 73% Read, buy and use all that social context. Social Technographics Report, Forrester Research, 2010
  • 16. But when it comes to our health we use social context a little differently
  • 17. 83% of online adults search for health information 66% look up a specific disease or problem 55% a certain medical treatment or procedure 45% information on prescription or over-the- counter drugs 35% alternative treatments or medicines The Social Life of Health Information, Pew Internet and American Life Project, 2009
  • 18. 83% of online adults search for health information 66% look up a specific disease or problem 55% a certain medical treatment or procedure 45% information on prescription or over-the- counter drugs 35% alternative treatments or medicines 60% of them look for the experience of “someone like me” The Social Life of Health Information, Pew Internet and American Life Project, 2009
  • 19. Are health influentials. They 1 in 5 not only care about and take action on health issues, they also act as channels for information to others But they Of people who look for health find fewer 5% information online have posted their own health thoughts on a blog peer voices Have posted comments or questions about health or 6% medical matters in an online discussion, listserv, or group forum The Edelman Health Engagement Barometer, 9/2008 The Social Life of Health Information, Pew Internet and American Life Project, 2009
  • 20. So they mashup what they find from people and from brands (and hope for the best) No single source of information stands out or stands alone in the networked world of many health consumers Just 41% of patients have the knowledge and confidence required to manage their health in this new world. Edelman Health Engagement Barometer Center for Studying Health System Change The Social Life of Health Information, Pew Internet and American Life Project, 2009
  • 21. Then they act 6:10 health searchers say their most recent search had an impact on their own health or the way they care for someone else 60% how to treat an illness 56% overall approach to maintaining health 53% what new questions to ask their doctor 38% whether or not to see a doctor 38% how to cope with a chronic condition The Social Life of Health Information, Pew Internet and American Life Project, 2009
  • 22. They way docs are using it may be even harder on our business
  • 23. You already know, it’s more challenging than ever for our sales reps to get face time with docs REP-ACCESSIBLE DOCS REP-INACCESSIBLE DOCS 20% 50% AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010
  • 24. A big part of the reason is that they’re educating themselves on the social web Over 100,000 docs use SERMO to: 1.  Crowdsource diagnoses 2.  Talk about new drugs on the market and in the pipeline 3.  Complain about how fake TV doctors are (especially that guy on Royal Pains) +50% get medical information from Wikipedia Sermo, 2010 Manhattan Research, 4/2009
  • 25. So what is social media? It’s how we get the things we need from one another rather than from traditional institutions. It’s social places we go + People’s contributions we find there Make sense?
  • 26. Access to social media has really changed what we expect Today’s social media users have new demands: They need diverse opinions Gut reactions Real experiences Expert perspective They want special access They expect to Sneak peeks make an impact Valuable offers Listen to me Exclusive opportunities Respond to me Act on what you hear Bottom line: It’s all about feeling confident. “I won’t be taken advantage of.” “I won’t miss an opportunity."
  • 27. What pharma can do now Seven proven models that are adding value
  • 28. What are we looking for: Experiences with an audience-centric view We can’t advertise at people in social media. We need to build connections with them. Successful social experiences create lasting relationships: VISIT ENGAGE PASS ON
  • 29. A audience-centric view starts with Embracing the ideals of the social web Tip: Use this as a filter for idea generation and for evaluating the following examples
  • 30. We always start with a balanced strategy A successful social media strategy should provide: VALUE TO THE VALUE TO THE BRAND PEOPLE This one is pretty easy, But what about this one? right? How can we add value? What do people want?
  • 31. POP QUIZ How many pharma brands use social media? (seriously, not a trick question)
  • 32. 400+ Our colleagues at WPP actually counted. Dig around: http://bit.ly/doseofdigital
  • 33. So what are pharma companies doing now? There are valuable social tactics at every point on the risk/reward spectrum: Where you can CONTROL • Unbranded sites Where you can • Private communities INFLUENCE Where you can • One-way profiles • Targeted applications PARTICIPATE • Moderated content • Social networks • Peer-to-peer reviews • Sponsored communities • Talk-leader summits Today, pharma is mostly here
  • 34. 1 Make someone’s life easier The toughest way to add value in social media is also one of the most effective: Give people something they need •  Creates lots of conversation (You’ve got to try this!) •  Builds positive brand perception and lasting attachment
  • 35. Make their lives easier 1 Didget World by Bayer •  The idea came from a parent (Paul Wessel) of a child with type 1 diabetes. •  Paul’s son was constantly losing his blood glucose meter, he could always find his Game Boy. •  That insight lead him to start his own company to create a device that would help his son manage his diabetes •  Then, Bayer hired Paul to develop DIDGET™: A first-of-its-kind blood glucose meter that connects directly to Nintendo DS™ gaming systems to help kids manage their diabetes by rewarding them for consistent testing habits
  • 36. Make their lives easier 1 GoMeals by Sanofi-Aventis •  The overall strategy is for Sanofi-Aventis to forge closer bonds with prescribing physicians and patients who are working to manage their disease •  One tool in their marketing effort is an iPhone app that includes some really valuable tools: –  Restaurant finder that includes nutritional information –  Daily food intake meter for calories, carbs, protein, etc. –  Searchable database to plan and save meal choices •  The company is even doing its customer service via Twitter, which helps it make its product more viral.
  • 37. 2 Empower patient opinion leaders It’s all about inspiring people to take your message into the places they already talk •  Builds relationships with the 6 - 11% of ePatients who create peer content •  Adds the credibility of an independent source The Social Life of Health Information, Pew Internet and American Life Project, 2009
  • 38. Empower POLs 2 Step UpReach Out patient conference by Bayer •  Bayer asks young hemophilia patients one question: Who speaks for you and the thousands of others like you in the world? •  The answer they’re looking for is: YOU •  Their Step UpReach Out patient conference draws together young men from around the world for learning, personal growth and collaboration. •  The program makes sure they understand the issues and the communications tools to get the word out
  • 39. Empower POLs 2 Diabetes Directory by Roche •  Last summer, Roche invited 29 diabetes specialists and bloggers to a social media summit •  Together, they created a manifesto on what how pharma should engage in social media •  They asked for centralized web directories for all diabetes sources •  And, new patient-centric messaging, including a speakers bureau of high- profile patients
  • 40. 3 Listen for new insights How do you get the best new ideas from the people who will actually use your product? Ask them •  Creates more audience-relevant experiences •  Leverages lasting attachment
  • 41. Listen for new insights 3 Community insight for NCCN and Memorial Sloan-Kettering •  When Ellen Sonet, VP of marketing at Sloan-Kettering, was faced with the challenge of how to market the new cancer center, she turned to the people •  Through a partnership with National Comprehensive Cancer Network (NCCN) she was able to host a private community on Communispace •  There, they asked lots of questions, starting with: How do you choose where to get treated? •  The answers changed their marketing. From patient-focused to primary-care physician focused. From print to search-rich online. •  They also made marketing a go-to resource to execs and docs alike
  • 42. Listen for new insights 3 PatientsLikeMe community from UCB •  Earlier this year, UCB launched an epilepsy community on PatientsLikeMe •  In the first two weeks, over 400 patients joined. They expect thousands of patients in the next few months. •  They’re looking for on-the- ground research with a wide-cross section of patients. What they learn about epilepsy will help improve drug safety and lead to new advances in care. •  Doing it in this valuable public forum will help build affinity with patients
  • 43. 4 Be the go-to resource Investing in the content people want most positions a brand as a dedicated advocate for their customers •  Encourages repeated visits •  Creates focus for search engine optimization
  • 44. Be the go-to resource 4 MerckEngage by Merck •  Project started with a patient focus: create a better experience for patients on drug therapy •  The site is designed for both physicians and patients to help them work together to achieve improved health outcomes using web and social tools •  Each member can create a personal plan - including daily activities, meals and fitness •  The site delivers patient education, support and specific information guidance from physicians to patients on specific Merck medications
  • 45. Be the go-to resource 4 PKU.com by BioMarin •  PKU.com is a lasting resource for families and physicians dealing with a PKU diagnosis •  It includes quick-start information for parents •  Communities and support for teens •  And deep professional resources - including a peer-to-peer exchange for HCPs •  This unbranded site has such powerful content that it appears on the first page of Google search results for the condition
  • 46. 5 Connect patients with one another Sometimes being social is all about letting other people be social. One way: let your audience support one another •  Very authentic use of the social web •  Opens a window to your customers’ challenges and hopes
  • 47. Connect patients with one another 5 CML Earth by Novartis •  The main purpose of the site is to connect people who have been diagnosed with Chronic Myelogenous Leukemia •  Healthcare professionals and caregivers are also invited to participate •  People create a simple profile and then can visually scan the world for people they want to meet or support •  They can give three kinds of ambient support with one click •  Or message a user directly to build a supportive relationship
  • 48. Connect patients with one another 5 Advanced Breast Cancer Community by Bristol Meyers Squibb •  In 2006, Living Beyond Breast Cancer published "Silent Voices,” the results of its survey of people living with advanced breast cancer. •  The findings confirmed the need for a targeted approach to information and support for the advanced breast cancer patient •  The group also found it difficult to navigate the numerous websites and locate the valuable information on clinical trials, treatments, and support services •  Bristol Meyers Squibb stepped up to meet this unmet need: women living with advanced breast cancer had no place to call their own •  They partnered with 13 of the leading breast cancer patient advocacy organizations to create the site that launched in 2008
  • 49. 6 Advocate a cause People connect to things they believe in. Sponsoring - or even establishing - a cause can humanize a brand. •  Focuses attention on an opportunity relevant to the brand •  Invites people to take an active role in progress
  • 50. Advocate a cause 6 World Contraception Day by Bayer Schering Pharma •  The day was founded in 2007 to reduce the high levels of unintended pregnancy around the world •  Bayer gathered NGO partners and invested in both DTC and HCP marketing •  The day has a theme each year, like understanding your choices or making your voice heard •  It intentionally brings in the voices of real people, mostly young people, who are most impacted by unintended pregnancy
  • 51. Advocate a cause 6 Take a Step Against Cervical Cancer by Merck •  Over 100,000 people have joined Gardisil’s cervical cancer fight on Facebook •  There they donate their status update to spread the word •  And, find tools to become an activist against cervical cancer in both big and small ways •  The page also includes some uniquely valuable tools for the medium, like quizes and contests
  • 52. 7 Create a shareworthy experience Not all social strategies start in the usual destinations, some don’t even start online. Instead, they’re designed to be irresistible to pass on. •  Creates peer-to-peer sharing •  Associates a sense of delight and discovery with a brand
  • 53. POP QUIZ What’s wrong with this picture? (it’s from a river-front music festival in Austin) Not nearly as cool as Comfest, but still…
  • 54.
  • 55.
  • 56. Create a shareworthy experience 7 Coin-Operated Scientist by Multiple Sclerosis Society •  This live exhibit was designed to help raise money for MS Research •  The box has an enclosed mini research laboratory with a coin slot in the front •  Inside a real scientist sits slumped and motionless •  When people make donations, he sits upright and conducts science experiments until he feels the money has run out
  • 57. Create a shareworthy experience 7 Gilead gives away tickets, raises awareness •  If you’re diagnosed with Hepatitis B, you’re likely to receive a drug created by Gilead (the new category leader) •  Gilead targeted one under-diagnosed population (Asian Americans) with a ready- to-pass-on experience •  Gave away passes to concerts in exchange for watching unbranded videos about the disease state •  The bands (Kaba Modern, Happy Slip) also passed on information about B in interviews •  Gilead posted information about B testing on Facebook, YouTube and Twitter
  • 58. Q&A Answers to your social questions + Six tough questions product managers are asking about
  • 59. Don’t we expose ourselves to more adverse events? Only a tiny fraction of social media posts contain reportable AEs. You may have seen this Nielsen map. It looks at 500 random posts: A 494 messages mention an identifiable patient B 100 messages mention a specific medication C 56 messages mention an identifiable reporter D 14 messages both mention a specific medication and an identifiable reporter E 4 messages mention an adverse experience and include and identifiable patient and a specific medication F 1 message also included an identifiable report That’s a .2% chance Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,”8/2008
  • 60. What about ROI? The truth is, any good campaign is customized to help support your overall brand or campaign goals •  Ex: Norelco launched a category •  Ex: Dell changed sentiment •  Ex: Zappos created enduring brand fans But, generally, we track two kinds of metrics for any campaign: Engagement {people spend time with your brand} • Unique visitors • Return visitors • Comments/votes + • Time on site • Connections • Frequency Influence {it makes a difference} • New leads • Satisfaction • Referral likelihood • Positive/negative noise • Awareness (volume) • Cost per prospect • Members
  • 61. What if someone says something else negative THEY ALREADY NEGATIVE = CAN (& DO) CREDIBLE On iGuard, WebMD, iVillage, People trust positive comments Twitter, etc., etc. more when they also see negative There will always be negative comments about your brand. Ultimately, it’s what you do about it - act on it, respond to it, change it - that builds social media esteem
  • 62. Can we just disable comments and push content out? Halfway social isn’t social It has to work the way people expect it to work
  • 63. What do you expect from the FDA? Good news: The FDA understands the issue A lot of it revolves around the five questions we posed … things like accountability, responsibility, ownership [The codes] were of the information and written decades and regulatory requirements. decades ago… people weren’t thinking about Twitter back then. Dr. Jean-Ah King, Special Assistant to the Director in DDMAC
  • 64. What do you expect from the FDA? (CONTINUED) Bad news: We’ve got a long way to go Feb 24 speech is just Comment period is still open an update on what they’ve heard One possible outcome No guarantee of guidance is “status quo” If it is written, look for Any draft guidance has comment period a 90-day review + iteration Any guidance won’t be Technology will keep changing technology-specific and won’t know the next evolution
  • 65. Is it really worth it? YES. 70% of consumers 48% of Americans trust believe pharma pharma less than information from they did five years their non-expert ago peers is credible Could it be because we’re not part of the conversation? Push advertising isn’t going to change those numbers. Engaging and adding value is. iCrossing, How America Searches: Health and Wellness, January 2008 DDB, Health is the New Wealth, 2009
  • 66. Social products How can we empower and support our clients?
  • 67. INSIGHT FROM THE CROWD Social Listening is curated social listening: Filtered analysis and insight Delivered monthly or quarterly. + Breaking Periodic conversation audits alerts
  • 68. INSIGHT FROM THE CROWD Social Listening People have thousands of conversations every day that could impact your brand Who has time to listen to all of them? And, what are the regulatory implications of even trying to?
  • 69. INSIGHT FROM THE CROWD Social Listening People have thousands of conversations every day that could impact your brand Together, we create a FILTER that listens for just what you want to know •  Understand why people choose one product over another •  Create/test hypotheses about what people want or need •  Be ahead of any challenges to your reputation •  Find new kinds of accolades •  Uncover where the most conversation is happening (and when)
  • 70. INSIGHT FROM THE CROWD Social Listening People have thousands of conversations every day that could impact your brand Together, we create a FILTER that listens for just what you want to know Clear information: Action plan: • What people think So you get: INSIGHT • Leverage opportunities • What they want (not noise) • Combat threats • Where you can reach • Make meaningful them connections
  • 71.
  • 72. INSIGHT FROM THE CROWD Social Listening The Process: Recent Clients: Research & • Gilead Listening Presentation • Millenium Planning • Seattle Genetics 2 weeks 2 weeks 1 week • Biogen Idec KEY ACTIVITIES • GSK • Amgen •  Collect background and information from client •  Collect and organize all research •  Presentation to Client • Allergan •  Competitors •  Environment •  HCP communities concerns and focus •  Patient communities •  Identify appropriate scope •  Influencer •  Who we’re listening communities to •  Social destinations •  What we’re looking for •  Focus research and Cost: formulate summaries and •  Set frequency recommendations $15,000 - $25,000 (initial) $5,000 - $10,000 (updates) DELIVERABLES Social monitoring research and Social monitoring report Clear understanding of scope of draft findings (for core team • Executive summary the monitor review) • Presentation of findings • Recommendations for action
  • 73. COLLABORATIVE SOCIAL THINKING Social Brand Workshop is a collaborative workshop That evaluates social media opportunity for your brand Social media learning + Social media planning
  • 74. 37% of brands say their main barrier going social is simply that they don’t know where to begin These workshops point the way >>
  • 75. COLLABORATIVE SOCIAL THINKING Social Brand Workshop With so many competing priorities, it can be difficult for an brand team to find the time and resources to evaluate if and how they should leverage social media. A social brand workshop facilitates that discussion in an efficient, hands-on one-day summit: THE MARKETPLACE What THE BRAND What What the What assets and people Social media brand competitors resources want and opportunity wants to are doing are need accomplish available
  • 76. COLLABORATIVE SOCIAL THINKING Social Brand Workshop Sample agenda: Morning session: Learning Afternoon session: Planning 1.  Social media 101 4.  Defining our goals •  Definitions •  What we want to achieve •  Behavior •  How we’ll measure it 2.  How other brands are engaging 6.  Identifying assets •  Our competitors •  Content and context •  Best practice brands •  Available resources 3.  What our audience wants 8.  Modeling campaigns •  Key behaviors •  Social media test projects •  Current sentiments •  Potential lasting programs
  • 77. COLLABORATIVE SOCIAL THINKING Social Brand Workshop The Process: Recent Clients: [Piloting with Palio in June] Development Workshop Documentation 3 weeks 1 week 2-3 weeks KEY ACTIVITIES Cost: •  Collect background and •  Facilitate collaborative •  Final presentation to client information from client session with 5 – 10 brand •  Competitors •  Environment •  leaders Share social learnings $25,000 - $35,000 concerns and focus •  Co-create social planning •  Audit existing landscape •  Audience •  Brand •  Competition •  Create workshop materials •  Agenda •  Activities •  Presentation DELIVERABLES Full-day collaborative workshop Documentation of social Planning and materials for full- day workshop learnings Synthesis of social plans and recommendations