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Rules of Engagement: Can Pharma Embrace Social Media 7 12-11

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As part of the 2011 'Social Media in Pharma' virtual conference, this four member panel was charged with speaking about Social Media in Pharma: How to get started, who in Pharma is doing a good job using social media and outlining some industry best practices navigating the complex regulatory environment. Presentation slides are a collaboration between Eileen O'Brien, Siren Interactive and Ellen Hoenig, AdvanceMarketWoRx.

As part of the 2011 'Social Media in Pharma' virtual conference, this four member panel was charged with speaking about Social Media in Pharma: How to get started, who in Pharma is doing a good job using social media and outlining some industry best practices navigating the complex regulatory environment. Presentation slides are a collaboration between Eileen O'Brien, Siren Interactive and Ellen Hoenig, AdvanceMarketWoRx.

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Rules of Engagement: Can Pharma Embrace Social Media 7 12-11

  1. 1. Can Pharma Embrace Social Media? Social Media in Pharma July 12, 2011 Panel: Alex Butler, EMEA Marketing Communications Manager, Janssen Daisy Chhatwal, Senior Manager Regulatory Affairs, MedImmune Ellen Hoenig-Carlson, Founding Partner, AdvanceMarketWoRx Eileen O’Brien, Director of Search & Innovation, Siren Interactive
  2. 2. Agenda  Is social media right for Pharma?  How can pharma get started in social media? What are the first steps?  Who in pharma is doing a good job of using social media?  What are some industry best practices? 2
  3. 3. Is Social Media Right for Pharma? 3
  4. 4. Traditional Model: Engage Physicians Pharma 4
  5. 5. Emerging Model: Engage Physicians & Patients Pharma 5
  6. 6. The Power of Social Media 1% 9% 90% Key Influencers Sharers Audience Source: Jake McKee & 90-9-1.com 6
  7. 7. Cautionary Tale KV Pharmaceutical Company launches Makena The News “First and only treatment approved by the U.S. Food and Drug Administration (FDA) to reduce the risk of preterm birth in women who are pregnant with single baby and who have delivered a baby too early (preterm) in the past.” OR “Premature labor drug spikes from $10 to $1,500” - MSNBC 7
  8. 8. Cost Storyline Pushed on Facebook  >1,200 Likes in a week  Widespread attention  Media frenzy 8
  9. 9. A Trust Partner Lost “…immediately cease and desist the use, distribution or publication of or reference to the March of Dimes name and/or logo on any materials or communications in connection with KV Pharmaceuticals.” -Jennifer Howse President, March of Dimes 9
  10. 10. A Teachable Moment  KV sent cease and desist letter to pharmacies  FDA announces: no enforcement action  U.S. Representatives respond  KV shares plummet  KV cuts price in half 10
  11. 11. What is “Right” For Pharma  Listen and learn o Funnel adverse events via standard procedures  Offer value by creating “shareworthy” material, make it easy to share, let patients take it social  Social media is a tactic, not a strategy: should support marketing or organization goals 11
  12. 12. Pharma SOCIAL MEDIA How Can Pharma Get Started 12 Photo Credit: The Cournell Group
  13. 13. Getting Started Ask Yourself… WHY? WHO? WHERE? WHAT? WHEN? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  14. 14. Ask Yourself… For the sake of… What Company or Brand Objectives? How will we define success? Why? • What will we measure? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  15. 15. Ask Yourself… • Which customers/patients? • How do they learn now? • Unmet health or info needs? Consistent by segment? Who? • Current media/SM usage? • Media/SM savvy? • Disease implications for SM? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  16. 16. Ask Yourself… Which SM Platforms? Assess & prioritize across 7 factors: 1. Fulfills co./brand objectives 2. Meets media/SM habits/savvy Where? 3. Disease Considerations 4. Competitive Considerations 5. Resources/skills needed to establish 6. Resources/skills needed on- going 7. Fit with company values/risk appetite ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  17. 17. Ask Yourself… • What will SM effort look like? • Branded? Unbranded? • Define:  Value-add strategy What?  Content strategy  Frequency  Interactivity  ‘Ownership’ and Openness  Voice ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  18. 18. Ask Yourself… • Launch timing? • Go-to-market requirements? • Iterative? Continuous learning… When? • Wise to ask: What if’s…  Internal processes in place?  Back-up plans thought through? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  19. 19. Continuous Learning is Key to the Spontaneity SM Demands Timing & Roll-out? Objectives? Program Outline? Which Customers? Which SM Platforms? Where? ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  20. 20. It’s OK to start small…dip your toes… Photo Credit: iStock ©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
  21. 21. Who is Doing it Right? 21
  22. 22. BioPharma Presence More than 40 channels on YouTube from biopharma companies on prescription drugs, unbranded disease awareness and companies 22
  23. 23. YouTube Comments  Comments can be turned off, allowed to go live immediately or sent for approval via email  Most biopharma companies choose not to accept comments and refer people to their other communication channels 23
  24. 24. Pharma on Twitter 24
  25. 25. Major Companies on Twitter  More than 55 biopharma Twitter accounts: company, disease awareness and branded  Many using as PR vehicle, not necessarily interacting with audience 25
  26. 26. Johnson & Johnson 26
  27. 27. Pfizer Corporate Account 27
  28. 28. AstraZeneca Helps 28
  29. 29. 1 st Brand Tweet: Levemir 29
  30. 30. 1 st Pharma Tweetchat: #RXSave 30
  31. 31. Pharma on Facebook 31
  32. 32. Pharma & Facebook  Gardasil was first  Today, more than 40 biopharma pages for companies, brand and unbranded communications oClosed wall = 1 way 32
  33. 33. Comments Allowed: New FB Policy 33
  34. 34. Wall With Comments & Company Responses 34
  35. 35. Pharma Online Communities 35
  36. 36. Biomarin’s PKU.com 36
  37. 37. J&J’s ChildrenWithDiabetes.com 37
  38. 38. 38 Hubspot ebook: 101 Marketing
  39. 39. Best Practices 39
  40. 40. Questions? 40

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