Social media applications across drug life cycle - EmPower Research at ExL 3rd Annual Digital Pharma Europe,2011

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Social Media Applications Across the Drug Life Cycle
ExL 3rd Annual Digital Pharma Europe, Ingelheim

Debjani Deb
Managing Partner

Monday, March 28, 2011
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1

Agenda for Today

The growing presence of Stakeholders in
The growing presence of Stakeholders in
Social Media
Social Media

1 Possible applications across the drug life
Possible applications across the drug life
cycle that goes beyond pure marketing
cycle that goes beyond pure marketing
3
2 Conclusion and Discussions
Conclusion and Discussions

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Health Care Stakeholders Have a Significant Presence In Social
Media Today

66% 35% 60%

63%

of online adults search look up a specific Seek Alternative Search for “someone
for health information disease or problem treatments like me” experience

6 out of 10

66 50 21
% % %

of Pharma companies of online Physicians of physicians use
Doctors are online use social media refer to Wikipedia Social Media to
connect to KOLs


Social Media Application in Pharma Spans Many Stakeholders and
Many Possible Uses Across the Listen to Learn Spectrum

Listen

Collaborate Analyze

Learn

Brand
Owners &
Market Engage
Marketing

PR &
Communications
Regulatory Bodies


Inspite of Murky Guidelines Pharma is Proceeding on Presence
Marketing

Pfizer UK has a new The Linkup VTE portal is Novartis has launched an
online campaign that takes aimed at clinical information site in UK for
aim at men's reluctance to pharmacists looking to healthcare professional
discuss sexual health help their Trust meet new and patients
targets for VTE prevention

Source: Dominic Tyer - www.inpharm.com/news/


Besides Marketing We See Social Media Applications Across the
Drug Lifecycle Largely in the Area of Learning

Drug Maturity

Drug Launch

Pre Launch


Social Media Application at the Pre-launch Phase

Idea Patient
generation recruitment

1 2


A Case in Point for Consideration: Idea Generation/Opportunity
Assessment

Association 2
Association 2
Association 1
Association 1
Blood

Disease
Brand X used Lithium Sclerosis
Social Media to Association 5
Association 5 myopathy
understand ALS motor neuron

Cancer
associations. Lithium
disease

Lou
This led to the Gehrig's voluntary
understanding Sclerosis
disease muscle
Association 3
Association 3
movement
of lithium as a
potential Lithium

promising Riluzole
treatment for Rilutek

ALS N-methyl d- glutamate
aspartate transporters.
Neuro- fatigue
protective
effects Association 4
Association 4


A Case in Point for Consideration: Patient Recruitment

Possible Recruitment Channels
MediciGlobal
recently utilized
Facebook to
reach potential
subjects and
their mothers
for an upcoming
clinical trial.
Over 50,000
Over 50,000 65 million tweets
65 million tweets
It was able to Over 500 million
Over 500 million
registered
registered a day and over
a day and over
exceed users across all
users across all
patients on the
patients on the 800,000 search
800,000 search
recruitment age groups
age groups
expectations in site
site queries per day
queries per day
just six months


Social Media Application at the Drug Launch Phase

Stakeholder KOL Launch E-Media Crisis
Insights Identification Tracking Strategy Management
1 2 3 4 5
Insights on
Insights on Engage with
Engage with Managing
Managing
Who are the
Who are the What was the
What was the
stakeholder
stakeholder stakeholders and
stakeholders and emerging crisis
emerging crisis
online opinion
online opinion launch impact on
launch impact on
needs and
needs and track message
track message and evolving
and evolving
leaders
leaders stakeholders
stakeholders
expectations
expectations pull through
pull through negativity
negativity


A Case in Point for Consideration: Stakeholder Insights

What Physicians Said What Patients Felt

70 70
60 60
Most Physicians 50 50
consider Tysabri 40 40
very efficacious. 30 30
20 20
10 10
However, social 0 0
media research Theme 5 Theme 4 Theme 3 Theme 2 Efficacy Price Theme 2 Theme 3 Theme 4 Theme 5

revealed that
patients want to
Loyalists
Loyalists
switch to more
economical Switchers
Switchers
alternatives

Prospects
Prospects


A Case in Point for Consideration: KOL Tracking

Blogs
Independent
Communities
Dr. Steven
Nissen’s Mass Social
Media
findings on Blogs (Facebook,
Blogs You Tube,
potential safety Discussion LinkedIn…)
issues related to Groups
Avandia rippled
through social Community
media channels Portal
leading to rapid
Advocacy Local
decline in Influencer Groups User
Groups
stakeholder Site
Other
confidence KOLs
Regulators


A Case in Point for Consideration: Launch Tracking

Hi
The launch of
Drug X, the first
drug in its
category, lost

Awareness
Pre-launch Drug
its sheen owing
to negative
chatter on its
price.

This garnered Drug X
salience for at
Launch
competitor that
was still in
pipeline Lo
-Ve Sentiments +Ve


A Case in Point for Consideration: e-Media Strategy

Asthma attack Bronchitis
asthma symptoms
A major drug for Breathing symptoms
problems Shortness of
allergic asthma treatment
breath
asthma Difficult
used social diabetes breathing Asthma
media to
understand allergy Allergic
asthma Asthma
search patterns. allergy center Cat
asthma asthma
associates Skin
This helped asthma
them develop Severe
Allergic
the optimal Asthma
messaging allergy asthma
ventolin associates
strategy for e-
COPD repeated
Media campaign attacks
high IgE


A Case in Point for Consideration: Crisis Management

Drug Recall Reach Key Channels

1400 70
1200 60
Online
1000 50
stakeholders 800 40
reacted sharply by 600 30
blaming suppliers 400 20

for recall of a 200 10
0 0
major drug for Traditional Media Social Media Twitter Others
anemia.
Negative Tonality
Negative Tonality
This could be key Negative Tonality
for Supplier
for Supplier Negative Tonality
input for the drug for Pharma Co.
for Pharma Co.
communication
strategy.
Negative Tonality
Negative Tonality
for Both
for Both


Social Media Application at the Drug Maturity Stage

Patient Off Label Sales Correlation to
Adherence Applications of Key Performance
Tracking Drugs Indicators

1 2 3
Can II take my social
Can take my social
What is driving non
What is driving non Are there any common
Are there any common
media KPIs and
media KPIs and
adherence to medication
adherence to medication off label usage of drug
off label usage of drug
correlated those to
correlated those to
schedule?
schedule? brands?
brands?
sales?
sales?


A Case in Point for Consideration: Patient Adherence

 Emotional state
 Emotional state
 Health beliefs
 Health beliefs
 Socio Economic
 Socio Economic
While Afinitor’s Factors
Factors
prescribed Personal
dosage is 10mg, Factors
Social media
research reveals
that many
patients prefer
Interaction
5mg dosage with System
Treatment
Factors
owing to
perceived better
efficacy and
lower side
 Relationship with
 Relationship with  Side effects
 Side effects
effects providers  Costs
providers  Costs
 Insurance coverage
 Insurance coverage  Immediate benefits
 Immediate benefits
 Satisfaction with care
 Satisfaction with care


A Case in Point for Consideration: KPI Analysis

AIMS Data (Lag) Major
Pharma
IMS Data (Lag)
Social Media
Social Media IMS Data
IMS Data
Data (Lead)
Data (Lead)
uses Social
Media to track
drug brand
performance Awareness
Consideration
metrics on an
ongoing basis.
Medical
& Sales
ThisData
Promo
allows
them to
measure impact Perception
Sentiment
of their
marketing
initiatives


Recap of Social Media Application Areas By Drug Life Cycle

Clinical Trial
Phase
– Crowd sourcing/idea generation
– Identify Forums and channels for Drug Maturity
recruitment Phase
– Patient Adherence Tracking
– Off Label Applications of
Drug Launch Drugs
Phase – Key Performance Indicators

– Stakeholder Insights
– KOL Identification
– Launch Tracking & Alerts
– E-Media Strategy
– Crisis Management

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Disclaimer: The data presented in this presentation is collected
from publically available resources. EmPower Research doesn’t
EmPower Research Knowledge Services Pvt. Ltd. take any responsibility on the authenticity of the data disclosed
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