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
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
20.
21. Droits de reproduction
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