Rules of Engagement - Can Pharma Embrace Social Media

Can Pharma Embrace
Social Media?

Social Media in Pharma
July 12, 2011

Panel:
Alex Butler, EMEA Marketing Communications Manager, Janssen
Daisy Chhatwal, Senior Manager Regulatory Affairs, MedImmune
Ellen Hoenig-Carlson, Founding Partner, AdvanceMarketWoRx
Eileen O’Brien, Director of Search & Innovation, Siren Interactive

Agenda

 Is social media right for Pharma?
 How can pharma get started in social media? What
are the first steps?
 Who in pharma is doing a good job of using social
media?
 What are some industry best practices?

2

Is Social Media Right
for Pharma?

3

Traditional Model: Engage Physicians

Pharma

4

Emerging Model: Engage Physicians &
Patients

Pharma

5

The Power of Social Media

1%
9% 90%
Key Influencers
Sharers Audience

Source: Jake McKee & 90-9-1.com
6

Cautionary Tale
KV Pharmaceutical Company launches Makena

The News
“First and only treatment approved by the U.S. Food
and Drug Administration (FDA) to reduce the risk of
preterm birth in women who are pregnant with single
baby and who have delivered a baby too early
(preterm) in the past.”
OR
“Premature labor drug spikes from $10 to $1,500”
- MSNBC

7

Cost Storyline Pushed on Facebook

 >1,200 Likes in a week

 Widespread attention

 Media frenzy

8

A Trust Partner Lost

“…immediately cease and desist
the use, distribution or
publication of or reference to
the March of Dimes name
and/or logo on any materials or
communications in connection
with KV Pharmaceuticals.”

-Jennifer Howse
President, March of Dimes

9

A Teachable Moment

 KV sent cease and desist letter
to pharmacies
 FDA announces: no
enforcement action
 U.S. Representatives respond
 KV shares plummet
 KV cuts price in half

10

What is “Right” For Pharma

 Listen and learn
o Funnel adverse events via standard procedures

 Offer value by creating “shareworthy” material,
make it easy to share, let patients take it social

 Social media is a tactic, not a strategy: should
support marketing or organization goals

11

Pharma SOCIAL MEDIA
How Can Pharma Get Started 12
Photo Credit: The Cournell Group

Getting Started
Ask Yourself…
WHY?

WHO?

WHERE?

WHAT?

WHEN?
©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com

Ask Yourself…

For the sake of…
What Company or Brand
Objectives?
How will we define success?
Why? • What will we measure?


Ask Yourself…

• Which customers/patients?
• How do they learn now?
• Unmet health or info needs?
Consistent by segment?
Who? • Current media/SM usage?
• Media/SM savvy?
• Disease implications for SM?


Ask Yourself…
Which SM Platforms?
Assess & prioritize across 7 factors:
1. Fulfills co./brand objectives
2. Meets media/SM habits/savvy

Where? 3. Disease Considerations
4. Competitive Considerations
5. Resources/skills needed to
establish
6. Resources/skills needed on-
going
7. Fit with company values/risk
appetite


Ask Yourself…

• What will SM effort look like?
• Branded? Unbranded?
• Define:
 Value-add strategy
What?  Content strategy
 Frequency
 Interactivity
 ‘Ownership’ and Openness
 Voice


Ask Yourself…

• Launch timing?
• Go-to-market requirements?
• Iterative? Continuous
learning…
When? • Wise to ask: What if’s…
 Internal processes in
place?
 Back-up plans thought
through?


Continuous Learning is Key to the Spontaneity SM Demands

Timing & Roll-out? Objectives?

Program Outline?

Which Customers?

Which SM Platforms? Where?


It’s OK to start small…dip your toes…

Photo Credit: iStock

Who is Doing it
Right?

21

BioPharma Presence

More than 40 channels on YouTube from biopharma
companies on prescription drugs, unbranded disease
awareness and companies

22

YouTube Comments

 Comments can be turned
off, allowed to go live
immediately or sent for
approval via email
 Most biopharma
companies choose not to
accept comments and
refer people to their other
communication channels

23

Major Companies on Twitter

 More than 55 biopharma Twitter accounts: company,
disease awareness and branded
 Many using as PR vehicle, not necessarily interacting
with audience

25

Johnson & Johnson

26

Pfizer Corporate Account

27

AstraZeneca Helps

28

1 st Brand Tweet: Levemir

29

1 st Pharma Tweetchat: #RXSave

30

Pharma & Facebook

 Gardasil was first
 Today, more than 40
biopharma pages
for companies,
brand and
unbranded
communications
oClosed wall = 1
way

32

Comments Allowed: New FB Policy

33

Wall With Comments & Company
Responses

34

Pharma Online
Communities

35

Biomarin’s PKU.com

36

J&J’s ChildrenWithDiabetes.com

37

38
Hubspot ebook: 101 Marketing

Rules of Engagement - Can Pharma Embrace Social Media

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