How to circumvent challenges and enter the goldmine of social media and Web 2.0 for pharma
1. How to circumvent challenges and enter the goldmine of social media and Web 2.0 Murat Tanoren Corporate Health Services & Access Manager, Pfizer Turkey murat. tanoren @ pfizer .com @bencewom http://www. linkedin .com/in/ tanoren
37. Strategies for tapping the groundswell Adapted from Li, C. and Bernoff, J. (2008) “Groundswell: winning in a world transformed by social technologies”, Harvard Business School Publishing, Boston. Helping your customers work with each other to come up with ideas to improve your products and services Embracing Corporate Communications Enabling your customers to support each other Supporting Medical Making it possible for your enthusiastic customers to help sell each other Energizing Sales Participating in and stimulating two-way conversations your customers have with each other , not just outbound coımmunications to your customers Talking Marketing Ongoing monitoring of your customers’ conversations with each other , instead of occasional surveys and focus groups Listening Market Analytics How things are different in the groundswell Now you can pursue this groundswell objective You already have this business function
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39. Hemp, P. (2009) “Death by Information Overload”, Harvard Business Review , Sep, pp. 82-89.
![[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Martin Hensen, Head of eStrategies, UCB Pharma, Germany Martin Hensen, Head Of E-Strategies, UCB Germany: Making E-Marketing More Than Just An Add-On , http://j. mp /vS2D5 , accessed Sep 13, 2009.](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)