Presentación de @serkova (Social Media Manager en Boehringer Turquía) sobre el futuro del Social Media en la industria Farmacéutica

1. What’s Next for Pharma and Social Media?
Serkan Erkovan
Lead Business Consultant for
Prescription Medicine, Consumer Health Care and Animal Health Sales & Marketing
Boehringer Ingelheim Turkey
Aug 4th, 2011
@serkovan
http://www.serkanerkovan.com
Social Media in Pharma Summit 2011

2. The statements or opinions expressed in this
presentation are my own and do not
necessarily represent those of Boehringer
Ingelheim.
Social Media in Pharma Summit 2011 2

3. My presentation outline would be…
Social Media in Pharma Summit 2011 3

4. Today…
Pharma 1.5
Social Media in Pharma Summit 2011 4

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.
Social Media in Pharma Summit 2011 5
Stacy Lukasavitz, 2010. http://j.mp/fg6MBp

6. Comments & Likes…
Social Media in Pharma Summit 2011 6

7. Tomorrow..
Pharma 3.0
A new ecosystem
Social Media in Pharma Summit 2011 7
Photo Source http://rekslare.deviantart.com/art/Going-Bananas-182713386

8. Social Media in Pharma Summit 2011 8
http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

9. S
Social Media in Pharma Summit 2011 9
http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

10. three core competencies to succeed:
1. connecting information
2. radical collaboration
3. 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
Social Media in Pharma Summit 2011 10

11. How? Questions to think…
1. Do you hold everyone accountable?
2. Have you thought strategically (ie. big) and made sure that
you will NOT fail?
3. Did you prepare the presentation that will secure the
funding to start?
4. Do you have a corporate policy?
5. Are you pushing the organization?
6. Did you assume …?
7. Did you ensure that all patients are targeted?
8. Are you confident that HCP’s will still prefer personal
interaction?
9. Have you focused all your in Pharma Summitthe Internet?
Social Media
efforts on 2011 11

12. How? Questions to think…
1. Do you hold everyone accountable?
2. Have you thought strategically (ie. big) and made sure that
you will NOT fail?
3. Did you prepare the presentation that will secure the
funding to start?
4. Do you have a corporate policy?
5. Are you pushing the organization?
6. Did you assume …?
7. Did you ensure that all patients are targeted?
8. Are you confident that HCP’s will still prefer personal
interaction?
9. Have you focused all your in Pharma Summitthe Internet?
Social Media
efforts on 2011 12

13. • “Social media isn't a box to be ticked or a department to be manned or
even a campaign to be launched... You know that social-media department
you just built? Go and dismantle it right now, because this stuff is too
important to be left to the experts.”1
• “While I'm not suggesting that all companies give the social-media team
its own organizational function, it's clear that brand leaders haven't fully
examined structural changes that need to be made.”2
• “I see the Social Media Administrator not as someone who develops
content and participates in discussions on social media (although they
could certainly have a business related personal blog or twitter stream).
This is not the senior leadership role for social media in an organization but
rather the coordination point for company activities.”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.
13
2. Perry, C. (2009) “Why Social Media Isn't Living Up toSocial Media in Pharma Summit 2011
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.

14. Digital Savvy Coordinator
• 3 capabilities that differ them from
traditional brand managers:
– Integrative thinking: Social tech + brand
comm
– Lean collaboration skills: Start with few
resources , “They must therefore rely on
persuasiveness and charm to beg, borrow,
or otherwise co-opt people from across
the organization and get them to work
together on initiatives”
– High speed: Sometimes daily cycles to
scan & react
14
Social Media in Pharma Summit 2011 Media “Ringmaster”, Harvard Business Review
Spenner, P. (2010) Why You Need a New-
Artwork: Alex MacLean, Universal Studios Pedestrian Paths and Walkways II, 1999, photograph, Orlando, FL

15. Identify the responsibles:
http://www.twitter.com/boehringertr
Social Media in Pharma Summit 2011 15

16. How? Questions to think…
1. Do you hold everyone accountable?
2. Have you thought strategically (ie. big) and made sure that
you will NOT fail?
3. Did you prepare the presentation that will secure the
funding to start?
4. Do you have a corporate policy?
5. Are you pushing the organization?
6. Did you assume …?
7. Did you ensure that all patients are targeted?
8. Are you confident that HCP’s will still prefer personal
interaction?
9. Have you focused all your in Pharma Summitthe Internet?
Social Media
efforts on 2011 16

17. Strategy Focus
CONTENT PEOPLE LANGUAGE
Social Media in Pharma Summit 2011 17

18. People: Where are they?
Where are people in social media, where do they create content and
where do they spend time?
Social Media in Pharma Summit 2011 18

19. Content Strategy
Content Strategy document should be created. Frequency, timing,
interaction type, responses to questions should be prepared.
Content enrichment should be implemented and scheduled into calendar.
Social Media in Pharma Summit 2011 19

20. Social Media Language
Communication Language should be identified
Social Media in Pharma Summit 2011 20

21. How? Questions to think…
1. Do you hold everyone accountable?
2. Have you thought strategically (ie. big) and made sure that
you will NOT fail?
3. Did you prepare the presentation that will secure the
funding to start?
4. Do you have a corporate policy?
5. Are you pushing the organization?
6. Did you assume …?
7. Did you ensure that all patients are targeted?
8. Are you confident that HCP’s will still prefer personal
interaction?
9. Have you focused all your in Pharma Summitthe Internet?
Social Media
efforts on 2011 21

22. Allocate funding early on 22
Social Media in Pharma Summit 2011

23. How? Questions to think…
1. Do you hold everyone accountable?
2. Have you thought strategically (ie. big) and made sure that
you will NOT fail?
3. Did you prepare the presentation that will secure the
funding to start?
4. Do you have a corporate policy?
5. Are you pushing the organization?
6. Did you assume …?
7. Did you ensure that all patients are targeted?
8. Are you confident that HCP’s will still prefer personal
interaction?
9. Have you focused all your in Pharma Summitthe Internet?
Social Media
efforts on 2011 23

24. Social Media in Pharma Summit 2011 24

25. Pharma in Social Media…
Sharing of clinical trials’ results
Press Releases
Social Responsibility Projects
New Product Launches
Crisis Management
Awards
Q&A Sessions Patient / HCPs
Consumer Line Support
HCP & Patient Feedback on products
Competitor Activities, competitive information
Social Media in Pharma Summit 2011 25

26. 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).
Social Media in Pharma Summit 2011 26
http://www.aifd.org.tr/en/anasayfa.aspx

27. 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
• Frequently Asked Questions
http://www.aifd.org.tr/en/Hakkimizda/internetkullanicirehberi.aspx Summit 2011
Social Media in Pharma 27

28. How? Questions to think…
1. Do you hold everyone accountable?
2. Have you thought strategically (ie. big) and made sure that
you will NOT fail?
3. Did you prepare the presentation that will secure the
funding to start?
4. Do you have a corporate policy?
5. Are you pushing the organization?
6. Did you assume …?
7. Did you ensure that all patients are targeted?
8. Are you confident that HCP’s will still prefer personal
interaction?
9. Have you focused all your in Pharma Summitthe Internet?
Social Media
efforts on 2011 28

29. Push the organization for change
Photo Source: http://fineartamerica.com/featured/2-steve-jobs-guillermo-contreras.html
Social Media in Pharma Summit 2011 29

30. How? Questions to think…
1. Do you hold everyone accountable?
2. Have you thought strategically (ie. big) and made sure that
you will NOT fail?
3. Did you prepare the presentation that will secure the
funding to start?
4. Do you have a corporate policy?
5. Are you pushing the organization?
6. Did you assume …?
7. Did you ensure that all patients are targeted?
8. Are you confident that HCP’s will still prefer personal
interaction?
9. Have you focused all your in Pharma Summitthe Internet?
Social Media
efforts on 2011 30

31. Social Media in Pharma Summit 2011 31

32. Social Media in Pharma Summit 2011 32
https://www.mediguard.org

33. All Age Groups Are Using Social
Media  Participation has grown across all age
segments
 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
 Only 38% of online adults 55+ say they don’t
use social media
Social Media in Pharma Summit 2011 33
Source: IMC2 Adaptation of 2008 Forrester Research

34. How? Questions to think…
1. Do you hold everyone accountable?
2. Have you thought strategically (ie. big) and made sure that
you will NOT fail?
3. Did you prepare the presentation that will secure the
funding to start?
4. Do you have a corporate policy?
5. Are you pushing the organization?
6. Did you assume …?
7. Did you ensure that all patients are targeted?
8. Are you confident that HCP’s will still prefer personal
interaction?
9. Have you focused all your in Pharma Summitthe Internet?
Social Media
efforts on 2011 34

35. Level of Social Media Activity Depends on Condition
Rank Condition Health 2.0* Rank Condition Health 2.0*
1 ADD/ADHD 59% 21 Acid Reflux 37%
2 Acne 53% 22 Chronic Pain 36%
3 Influenza/Flu 50% 23 Restless Leg Syndrome 35%
4 Eye Infections 46% 24 Arrhythmia 33%
5 Insomnia/Sleep Disorder 46% 25 Pneumonia 33%
6 Psoriasis 46% 26 High Triglycerides 32%
7 Irritable Bowel Syndrome 45% 27 Overactive Bladder 31%
8 Fibromyalgia 45% 28 Cancer 30%
9 Eczema 45% 29 Enlarged Prostate 29%
10 Migraine 44% 30 Osteoporosis 29%
11 Generalized Anxiety 44% 31 High Cholesterol 26%
12 Ear infections 43% 32 Any Arthritis 26%
13 Anxiety/Social Phobia 43% 33 Hypertension 25%
14 Chronic Bronchitis 42% 34 Diabetes 25%
15 Acute Pain 41% 35 Heart Disease 18%
16 Allergies 40%
17 Asthma 39%
18 Depression 39%
19 Gout 37%
20 Shingles 37%
*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
Social Media in Pharma Summit 2011 35
Source: Manhattan Research, Cybercitizen Health® v2.0-9.0

36. Of Those Online, Caregivers Tend To Be More Active in Social Media
Social Media in Pharma Summit 2011 36
Source: Manhattan Research, Cybercitizen Health® v2.0-9.0

37. How? Questions to think…
1. Do you hold everyone accountable?
2. Have you thought strategically (ie. big) and made sure that
you will NOT fail?
3. Did you prepare the presentation that will secure the
funding to start?
4. Do you have a corporate policy?
5. Are you pushing the organization?
6. Did you assume …?
7. Did you ensure that all patients are targeted?
8. Are you confident that HCP’s will still prefer personal
interaction?
9. Have you focused all your in Pharma Summitthe Internet?
Social Media
efforts on 2011 37

38. HCP Use of Online/Social Media Has Grown
Percent Reach of Health Categories Among Physicians 4 out of 5 U.S. Physicians
Q1 2010 Online Visited Health Care
Total U.S. Home/Work/University Locations
Professional Sites in Q1
Source: comScore, Inc.
Health Category % Reach of Share of Minutes Share of Visits at 2010
Physicians at Health Health
Online Categories Categories
HCP Content 81% 48% 33%
General Health Content 75% 2% 10%
Association 67% 7% 8%
Pharma Support 51% 8% 11%
Pharmaceuticals 50% 2% 3%
Government 48% 2% 4%
Health & Wellness 40% 2% 4%
Social Media 40% 6% 6%
Insurance 38% 5% 7%
Physician Locator 35% 1% 2%
Clinic 31% 11% 6%
Medical Journal 30% 1% 2%
Pharmacy Services 22% 6% 4%
Social Media in Pharma Summit 2011 38
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).

39. HCPs of the Future:
14,649 Likes in a Medical Students’ Page…
Number of Medical
Students in Turkey:
38.536 (2010)
Social Media in Pharma Summit 2011 39

40. How? Questions to think…
1. Do you hold everyone accountable?
2. Have you thought strategically (ie. big) and made sure that
you will NOT fail?
3. Did you prepare the presentation that will secure the
funding to start?
4. Do you have a corporate policy?
5. Are you pushing the organization?
6. Did you assume …?
7. Did you ensure that all patients are targeted?
8. Are you confident that HCP’s will still prefer personal
interaction?
9. Have you focused Socialyourinefforts on 2011 Internet?
all Media Pharma Summit the 40

41. 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
Social Media in Pharma Summit 2011 41

42. iPhone Medical App Saved Filmmaker’s
Life in Haiti Earthquake
Apple iPhone or iPod
touch can save lives, with
the right app.
Social Media in Pharma Summit 2011 42
News and photo: http://obamapacman.com/2010/01/iphone-medical-app-saved-filmmakers-life-in-haiti-earthquake/

43. Ex
Social Media in Pharma Summit 2011 43

44. Google+ Features…. serkovan@gmail.com
Social Media in Pharma Summit 2011 44

45. mobile.boehringer-ingelheim.com
Social Media in Pharma Summit 2011 45

47. takeaways
1. Engagement: Identify – Understand - Act
2. Push up, down, left, right: “Change”
3. Join!
4. Like!
5. Follow!
6. Always Be Curious: “SEARCH”
Social Media in Pharma Summit 2011 47

48. What’s Next for Pharma and Social Media?
Serkan Erkovan
Lead Business Consultant for
Prescription Medicine, Consumer Health Care and Animal Health Sales & Marketing
Boehringer Ingelheim Turkey
Aug 4th, 2011
@serkovan
http://www.serkanerkovan.com