How social media can transform the relationship between pharma industry and patients... @Valtechdays2011

1. ‘A Little Less Conversation a little more action’
Pharma 2.0: Heading towards social media

2. AGENDA
INTRODUCTION
PHARMA 2.0 – FIRST STEPS
CONCLUDING THOUGHTS

3. INTRODUCTION

4. PHYSICIAN USE OF THE INTERNET IS
REPLACING TRADITIONAL SOURCES
2009
100%
+13% -13% -14% -23% -28%
Internet Meetings and Professional Pharmaceutical Dinner
Conferences Journals Representatives Meetings
Source: : Manhattan Research Physician HealthForum 2009, n=500

5. HCP & PATIENT ONLINE
BEHAVIOUR
Patients are finding knowledge,
comfort, strength in patient
communities, user generated
content and other online
platforms
We have entered the era of the
e-patient: groups who
experience a high incidence of
chronic disease are empowered.

6. YES, SOCIAL MEDIA FOR PHARMA
IS HARD
No clear regulatory guidance /////////////////////////////////////////////////////////////////////
Do your best to take these at a
Potential claims risk consistent time but don’t panic if you
miss one.. It really is still effective.
No clear route to ROI
Trust levels are low
44 year old female
//////////////////////////////////////////////////////////////////
I feel it’s necessary to switch brands
after each bottle to fully benefit from
it’s full potential.. I just think that it is
good for your body.
47 year old female
/////////////////////////////////////////////////////////////////

7. WHERE TO START?
LISTEN
… and learn
TALK EMBRACE
Be part of the The collective
conversation intelligence
ENERGIZE SUPPORT
Provide information
Find and engage
PoLs and KoLs and guidance

8. START WITH LISTENING … AND PLANNING
QUANTITATIVE STRATEGIC GOALS
QUALITATIVE
MARKET INSIGHT
ORGANISATION
THE BRAND
CONVERSATIONAL BRAND
COMPETITOR INSIGHT ASSETS, CONTENT OBJECTIVES
INTELLIGENCE (WHAT PEOPLE WANT & RESOURCES. AND VISION
AND NEED) LEGAL, REGULATION
SOCIAL
LISTENING SOCIAL
PLANNING
SOCIAL OPPORTUNITIES
MICRO & SUSTAINABLE

9. PHARMA 2.0 – FIRST STEPS

10. THE RIGHT TEAM
CORPORATE SALES
MARKETING COMMUNICATIONS MARKET
COMPETITOR
ENVIRONMENT
IT
MARKET VISIBILITY
RESEARCH SYSTEM INTEGRATION
TRAINING

11. LEGAL FROM THE START

12. FOCUS
GETTING
INFORMATION OFF THE
INTERNET IS LIKE
TAKING A DRINK FROM
A FIRE HYDRANT.

13. CREATE LISTENING RULES

14. AN ITERATIVE AND ADAPTIVE PLAN
Adjust
Insights Insights
Plan
Design
Launch Plan Improved
Measure Adjust Design strategy
Launch
Measure
Improved
Initial Iterative cycle strategy
listening Iterative cycle
strategy
Learning curve Learning curve

15. START MEASURING EARLY

16. MAKE LISTENING ACTIONABLE

17. CONCLUDING THOUGHTS

18. LISTENING DELIVERS
COMPETITOR SENTIMENT MEDIA
INTELLIGENCE BRAND REPUTATION TRACKING
MAPPING ANALYSIS ANALYSIS
INFLUENCER SOCIAL MEDIA CONVERSATIONAL
IDENTIFICATION CHANNEL INSIGHT
KOLS//POLS IDENTIFICATION AND IMPACT
BASELINE SHARE OF VOICE
FOR MEASUREMENT / THE UNEXPECTED
FUTURE ADVOCATE RANKINGS
ACTIVITY

19. ACTIONABLE LISTENING CAN DELIVER
ROI
SHARE
OF VOICE
GAIN COMPETITIVE
ADVANTAGE
IMPROVE/MANAGE BRAND
LISTENING STRATEGY

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