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What’s Next for Pharma and Social Media? Serkan Erkovan LeadBusinessConsultantfor PrescriptionMedicine, ConsumerHealthCareandAnimalHealthSales & Marketing BoehringerIngelheimTurkey Aug 4th, 2011 @serkovan http://www.serkanerkovan.com Social Media in Pharma Summit 2011
The statements or opinions expressed in thispresentationare my own and do not necessarily represent those of BoehringerIngelheim.  2 Social Media in Pharma Summit 2011
Mypresentationoutlinewould be… 3 Social Media in Pharma Summit 2011
Today… Pharma 1.5 4 Social Media in Pharma Summit 2011
Some brands don’t entirely get it. They’re on Facebook, but . . . They don’t allow users to comment on their content. They don’t allow users to share their content. They don’t allow users to “like” their content. Many of these brands are in the OTC pharmaceutical industry. They are afraid. StacyLukasavitz, 2010. http://j.mp/fg6MBp 5 Social Media in Pharma Summit 2011
Comments & Likes… 6 Social Media in Pharma Summit 2011
Pharma 3.0 A newecosystem PhotoSourcehttp://rekslare.deviantart.com/art/Going-Bananas-182713386 Tomorrow.. 7 Social Media in Pharma Summit 2011
http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0 8 Social Media in Pharma Summit 2011
S http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0 9 Social Media in Pharma Summit 2011
three core competencies to succeed:  connecting information radical collaboration operating multiple business models “Five years from now, the CEO of a pharma company should be uncomfortable if the CIO is not present at a key strategy meeting. That’s how important IT needs to be for pharma strategy.” Werner Boeing, Roche 10 Social Media in Pharma Summit 2011
How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 11 Social Media in Pharma Summit 2011
How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 12 Social Media in Pharma Summit 2011
“Socialmediaisn't a boxto be tickedor a departmentto be mannedoreven a campaignto be launched... Youknowthatsocial-mediadepartmentyoujustbuilt? Goanddismantle it rightnow, becausethisstuff is tooimportantto be lefttotheexperts.”1 “WhileI'm not suggestingthatallcompaniesgivethesocial-mediateamitsownorganizationalfunction, it'sclearthatbrandleadershaven'tfullyexaminedstructuralchangesthatneedto be made.”2 “I seetheSocialMediaAdministrator not as someonewhodevelopscontentandparticipates in discussions on socialmedia (althoughtheycouldcertainlyhave a businessrelatedpersonalblogortwitterstream). This is not theseniorleadership role forsocialmedia in an organization but ratherthecoordinationpointforcompanyactivities.”3 1. Bloom, J. (2009) “Dedicated Social-Media Silos? That's the Last Thing We Need”, Advertising Age, http://j.mp/3V48L, accessed Sep 13, 2009. 2. Perry, C. (2009) “Why Social Media Isn't Living Up to the Hype (Yet)”, Advertising Age, http://j.mp/xSfFg, accessed Sep 13, 2009. 3. Scott, D. M. (2009) “Is it time for companies to hire a Social Media Administrator?”, http://j.mp/z7OKh, accessed Sep 13, 2009. 13 Social Media in Pharma Summit 2011
Digital Savvy Coordinator 3 capabilitiesthat differthemfromtraditionalbrandmanagers: Integrativethinking: Socialtech + brandcomm Leancollaborationskills: Start withfewresources , “They must therefore rely on persuasivenessand charm to beg, borrow, or otherwiseco-opt people from across the organizationand get them to work together on initiatives” Highspeed: Sometimesdailycyclestoscan & react Spenner, P. (2010) Why You Need a New- Media “Ringmaster”, Harvard BusinessReview Artwork: Alex MacLean, Universal Studios Pedestrian Paths and Walkways II, 1999, photograph, Orlando, FL 14 Social Media in Pharma Summit 2011
Identifytheresponsibles: http://www.twitter.com/boehringertr 15 Social Media in Pharma Summit 2011
How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 16 Social Media in Pharma Summit 2011
StrategyFocus LANGUAGE CONTENT 17 PEOPLE Social Media in Pharma Summit 2011
People: Wherearethey?  Wherearepeople in socialmedia, where do theycreatecontentandwhere do theyspend time?  18 Social Media in Pharma Summit 2011
ContentStrategy ContentStrategydocumentshould be created. Frequency, timing, interactiontype, responsestoquestionsshould be prepared. Contentenrichmentshould be implementedandscheduledintocalendar. 19 Social Media in Pharma Summit 2011
SocialMediaLanguage CommunicationLanguageshould be identified 20 Social Media in Pharma Summit 2011
How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 21 Social Media in Pharma Summit 2011
Allocatefundingearly on 22 Social Media in Pharma Summit 2011
How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 23 Social Media in Pharma Summit 2011
24 Social Media in Pharma Summit 2011
Pharma in SocialMedia… ,[object Object]
PressReleases
SocialResponsibilityProjects
New ProductLaunches
CrisisManagement
Awards
Q&A SessionsPatient / HCPs
ConsumerLine Support
HCP & PatientFeedback on products
CompetitorActivities, competitiveinformation25 Social Media in Pharma Summit 2011
Association of Research-Based Pharmaceutical Companies (AİFD) AİFD is a member of IFPMA – International Federation of Pharmaceutical Manufacturers and Associations and EFPIA (European Federation of Pharmaceutical Industries and Associations). http://www.aifd.org.tr/en/anasayfa.aspx 26 Social Media in Pharma Summit 2011
Digital Communications in the Pharmaceutical Sector, AİFD User Guide This Guide covers the following topics:  Corporate Websites  Websites Aimed at Patients and the General Public  Websites Offering Product Information to Health-Care Professionals, or Promotional Websites  Computerized or Web-Based Promotional Methods  Social Media Guidance  Information Sharing via Means of Electronic Communication FrequentlyAskedQuestions http://www.aifd.org.tr/en/Hakkimizda/internetkullanicirehberi.aspx 27 Social Media in Pharma Summit 2011
How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 28 Social Media in Pharma Summit 2011
Pushtheorganizationforchange PhotoSource:  http://fineartamerica.com/featured/2-steve-jobs-guillermo-contreras.html 29 Social Media in Pharma Summit 2011
How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 30 Social Media in Pharma Summit 2011
31 Social Media in Pharma Summit 2011
https://www.mediguard.org 32 Social Media in Pharma Summit 2011
All Age Groups AreUsing Social Media ,[object Object]
18-24 segment is leading in participation
~90% participate in some way
~75% join social networks
55+ segment engagement is increasing across all types of participation (e.g., creators, critics, spectators)
Marketing to 45+ now viable through social media due to their increasing participation
Only 28% of online adults 45-54 say they don’t use social media

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What’s Next for Pharma and Social Media?

  • 1. What’s Next for Pharma and Social Media? Serkan Erkovan LeadBusinessConsultantfor PrescriptionMedicine, ConsumerHealthCareandAnimalHealthSales & Marketing BoehringerIngelheimTurkey Aug 4th, 2011 @serkovan http://www.serkanerkovan.com Social Media in Pharma Summit 2011
  • 2. The statements or opinions expressed in thispresentationare my own and do not necessarily represent those of BoehringerIngelheim. 2 Social Media in Pharma Summit 2011
  • 3. Mypresentationoutlinewould be… 3 Social Media in Pharma Summit 2011
  • 4. Today… Pharma 1.5 4 Social Media in Pharma Summit 2011
  • 5. Some brands don’t entirely get it. They’re on Facebook, but . . . They don’t allow users to comment on their content. They don’t allow users to share their content. They don’t allow users to “like” their content. Many of these brands are in the OTC pharmaceutical industry. They are afraid. StacyLukasavitz, 2010. http://j.mp/fg6MBp 5 Social Media in Pharma Summit 2011
  • 6. Comments & Likes… 6 Social Media in Pharma Summit 2011
  • 7. Pharma 3.0 A newecosystem PhotoSourcehttp://rekslare.deviantart.com/art/Going-Bananas-182713386 Tomorrow.. 7 Social Media in Pharma Summit 2011
  • 10. three core competencies to succeed: connecting information radical collaboration operating multiple business models “Five years from now, the CEO of a pharma company should be uncomfortable if the CIO is not present at a key strategy meeting. That’s how important IT needs to be for pharma strategy.” Werner Boeing, Roche 10 Social Media in Pharma Summit 2011
  • 11. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 11 Social Media in Pharma Summit 2011
  • 12. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 12 Social Media in Pharma Summit 2011
  • 13. “Socialmediaisn't a boxto be tickedor a departmentto be mannedoreven a campaignto be launched... Youknowthatsocial-mediadepartmentyoujustbuilt? Goanddismantle it rightnow, becausethisstuff is tooimportantto be lefttotheexperts.”1 “WhileI'm not suggestingthatallcompaniesgivethesocial-mediateamitsownorganizationalfunction, it'sclearthatbrandleadershaven'tfullyexaminedstructuralchangesthatneedto be made.”2 “I seetheSocialMediaAdministrator not as someonewhodevelopscontentandparticipates in discussions on socialmedia (althoughtheycouldcertainlyhave a businessrelatedpersonalblogortwitterstream). This is not theseniorleadership role forsocialmedia in an organization but ratherthecoordinationpointforcompanyactivities.”3 1. Bloom, J. (2009) “Dedicated Social-Media Silos? That's the Last Thing We Need”, Advertising Age, http://j.mp/3V48L, accessed Sep 13, 2009. 2. Perry, C. (2009) “Why Social Media Isn't Living Up to the Hype (Yet)”, Advertising Age, http://j.mp/xSfFg, accessed Sep 13, 2009. 3. Scott, D. M. (2009) “Is it time for companies to hire a Social Media Administrator?”, http://j.mp/z7OKh, accessed Sep 13, 2009. 13 Social Media in Pharma Summit 2011
  • 14. Digital Savvy Coordinator 3 capabilitiesthat differthemfromtraditionalbrandmanagers: Integrativethinking: Socialtech + brandcomm Leancollaborationskills: Start withfewresources , “They must therefore rely on persuasivenessand charm to beg, borrow, or otherwiseco-opt people from across the organizationand get them to work together on initiatives” Highspeed: Sometimesdailycyclestoscan & react Spenner, P. (2010) Why You Need a New- Media “Ringmaster”, Harvard BusinessReview Artwork: Alex MacLean, Universal Studios Pedestrian Paths and Walkways II, 1999, photograph, Orlando, FL 14 Social Media in Pharma Summit 2011
  • 16. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 16 Social Media in Pharma Summit 2011
  • 17. StrategyFocus LANGUAGE CONTENT 17 PEOPLE Social Media in Pharma Summit 2011
  • 18. People: Wherearethey?  Wherearepeople in socialmedia, where do theycreatecontentandwhere do theyspend time?  18 Social Media in Pharma Summit 2011
  • 19. ContentStrategy ContentStrategydocumentshould be created. Frequency, timing, interactiontype, responsestoquestionsshould be prepared. Contentenrichmentshould be implementedandscheduledintocalendar. 19 Social Media in Pharma Summit 2011
  • 20. SocialMediaLanguage CommunicationLanguageshould be identified 20 Social Media in Pharma Summit 2011
  • 21. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 21 Social Media in Pharma Summit 2011
  • 22. Allocatefundingearly on 22 Social Media in Pharma Summit 2011
  • 23. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 23 Social Media in Pharma Summit 2011
  • 24. 24 Social Media in Pharma Summit 2011
  • 25.
  • 33. HCP & PatientFeedback on products
  • 35. Association of Research-Based Pharmaceutical Companies (AİFD) AİFD is a member of IFPMA – International Federation of Pharmaceutical Manufacturers and Associations and EFPIA (European Federation of Pharmaceutical Industries and Associations). http://www.aifd.org.tr/en/anasayfa.aspx 26 Social Media in Pharma Summit 2011
  • 36. Digital Communications in the Pharmaceutical Sector, AİFD User Guide This Guide covers the following topics: Corporate Websites Websites Aimed at Patients and the General Public Websites Offering Product Information to Health-Care Professionals, or Promotional Websites Computerized or Web-Based Promotional Methods Social Media Guidance Information Sharing via Means of Electronic Communication FrequentlyAskedQuestions http://www.aifd.org.tr/en/Hakkimizda/internetkullanicirehberi.aspx 27 Social Media in Pharma Summit 2011
  • 37. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 28 Social Media in Pharma Summit 2011
  • 38. Pushtheorganizationforchange PhotoSource: http://fineartamerica.com/featured/2-steve-jobs-guillermo-contreras.html 29 Social Media in Pharma Summit 2011
  • 39. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 30 Social Media in Pharma Summit 2011
  • 40. 31 Social Media in Pharma Summit 2011
  • 41. https://www.mediguard.org 32 Social Media in Pharma Summit 2011
  • 42.
  • 43. 18-24 segment is leading in participation
  • 45. ~75% join social networks
  • 46. 55+ segment engagement is increasing across all types of participation (e.g., creators, critics, spectators)
  • 47. Marketing to 45+ now viable through social media due to their increasing participation
  • 48. Only 28% of online adults 45-54 say they don’t use social media
  • 49. Only 38% of online adults 55+ say they don’t use social mediaSource: IMC2 Adaptation of 2008 Forrester Research 33 Social Media in Pharma Summit 2011
  • 50. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 34 Social Media in Pharma Summit 2011
  • 51. Level of Social Media Activity Depends on Condition *Health 2.0 percentages refer to the share of consumers either creating or consuming content on health blogs, message boards, chat rooms, health social networks and health communities, patient testimonials; Only for conditions where n>60 Source: Manhattan Research, Cybercitizen Health® v2.0-9.0 35 Social Media in Pharma Summit 2011
  • 52. Of Those Online, Caregivers TendTo Be More Active in Social Media Source: Manhattan Research, Cybercitizen Health® v2.0-9.0 36 Social Media in Pharma Summit 2011
  • 53. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 37 Social Media in Pharma Summit 2011
  • 54. HCP Use of Online/Social Media Has Grown http://www.comscore.com/Press_Events/Press_Releases/2010/8/4_out_of_5_Physicians_Online_Visited_HCP_Sites (All statistics drawn from press releases, published white papers and other publicly available sources). 38 4 out of 5 U.S. Physicians Online Visited Health Care Professional Sites in Q1 2010 Social Media in Pharma Summit 2011
  • 55. HCPs of theFuture:14,649 Likes in a MedicalStudents’ Page… Number of MedicalStudents in Turkey: 38.536 (2010) 39 Social Media in Pharma Summit 2011
  • 56. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 40 Social Media in Pharma Summit 2011
  • 57. Mobile Internet Usage, Estimation 2010: 500 Million 2011: 1.1 Billion 2015: 3.8 Billion * Ericsson: http://news.accuracast.com/mobile-7471/1-billion-mobile-broadband-connections-in-2011 41 Social Media in Pharma Summit 2011
  • 58. iPhone Medical App SavedFilmmaker’s Life in HaitiEarthquake Apple iPhone or iPod touch can save lives, with the right app. 42 Newsandphoto: http://obamapacman.com/2010/01/iphone-medical-app-saved-filmmakers-life-in-haiti-earthquake/ Social Media in Pharma Summit 2011
  • 59. Ex 43 Social Media in Pharma Summit 2011
  • 60. 44 Google+ Features…. serkovan@gmail.com Social Media in Pharma Summit 2011
  • 61. mobile.boehringer-ingelheim.com 45 Social Media in Pharma Summit 2011
  • 62.
  • 63. takeaways Engagement: Identify – Understand - Act Pushup, down, left, right: “Change” Join! Like! Follow! Always Be Curious: “SEARCH” 47 Social Media in Pharma Summit 2011
  • 64. What’s Next for Pharma and Social Media? Serkan Erkovan LeadBusinessConsultantfor PrescriptionMedicine, ConsumerHealthCareandAnimalHealthSales & Marketing BoehringerIngelheimTurkey Aug 4th, 2011 @serkovan http://www.serkanerkovan.com