Is Aussie Pharma ready? Can it shift from antisocial laggard to social darling? Presentation by Philip Owens of PG Owens and Associates during iStrategy Sydney 2010.
2. Social Media in Pharma
o Are pharma companies wanting, capable of
and allowed to have real, authentic and
valuable conversations with their consumers
(and customers?)
o Can they overcome the inherent environmental
barriers?
o Can they manage the internal barriers?
o Do companies really want to be social?
9. External Challenges to true ‘Social
Media’ in Pharma
o Stakeholder Milieu
o Communication constraints and codes of
conduct
o Cultural divide between Pharma and Consumer
/ Customer
o Arousal state of stakeholder
10. Internal Barriers
o Predefined processes not including social
media concepts
o Established habits and relationships
o Buzz words and ‘politics’
o ‘Rational’ decision making
o How can you ‘prove’ ROI when you haven’t done it
yet?
o Need for investment, headcount
o Gen Boomer versus Gen Next
11. Opportunities
o Consistency and authenticity in all communications
(becoming truly social)
o Stakeholder and influencer mapping and
management
o Exquisite target understanding and message
matching
o Creating message ‘stars’
o Channel Selection
o What can you STOP doing? What can you start?
o Experiment / Invest
o ROI can only ever be calculated after
o Quick win: Inbound
o You can’t have a conversation until you really hear
them.
12. For more information or to provide feedback:
owens-assoc@hotmail.com (+61) 0418 126 652
16. ROI?
o Current investment versus potential future
o Advertising $250K
o Targets reached 5000 (population)
o 5% effect (new scripts, behaviour change)
o 250 ‘hits’/$250K = $1000 per ‘hit’
o To measure social media
o Cost of program $250K
o Targets reached 5000 (population)
o Hits / response 10% (new data)
o 5% effect (new scripts, behaviour change)
o Use social media to drive very specific
concepts (savings cards) in pilots so it can be
measured.