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Social Media in Pharma workshop

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Introduction to how to do social media in the pharmaceutical industry, including key steps and how to overcome internal obstacles

Publié dans : Médias sociaux
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Social Media in Pharma workshop

  1. 1. ALEXANDRA FULFORD @PHARMAGUAPA
  2. 2. Pharmaguapa WELCOME @Pharmaguapa 15+ Years Experience
  3. 3. Pharmaguapa WHO’S IN THE ROOM Who am I? What do I do? What do I hope to learn?
  4. 4. Pharmaguapa SOCIAL MEDIA IS PLAYING AN INTEGRAL PART IN HEALTHCARE 40% of consumers say that information found via social media affects the way they deal with their health 19% of smartphone owners have at least one health app on their phone. Exercise, diet, and weight apps are the most popular types 54% of patients are very comfortable with their HCPs seeking advice from online communities to better treat their conditions 31% HCPs use social media for professional networking 30% of adults are likely to share information about their health on social media sites with other patients 90% of 18-24 year old Americans trust medical information from their social network
  5. 5. Pharmaguapa THE DYNAMICS OF INFORMATION FLOW HAS CHANGED Academics & KOL Doctor Patient Pharma Pharma Academics & KOL Doctor Patient Pharma Social Media KOI  Today your customers may be getting information online from many sources including Key Online Influencers (KOI)  Traditionally the information flow was very straightforward
  6. 6. Pharmaguapa LossofExclusivity SOCIAL MEDIA HAS IMPACT ACROSS THE LIFECYCLE Launch Disease / scientific awareness raisingOptimise trials Disease / product awareness raising Build loyalty / offer added value Stay top of mind Gain insights Genentech Partners with Patientslikeme to gain access to their clinical trial tool and connect with patients looking for trials. Pfizer Invests in social media listening to identify insights and also actively uses social media to gain insights direct from stakeholders Boehringer Ingelheim Raising awareness around Asthma and unmet needs from a patient perspective Campus Sanofi Built as a value-offering for Spanish HCPs by a mature brand as a way to gather email information Bayer Diabetes Using social media to provide patient support & device information MarketingR&D
  7. 7. TODAY’S AGENDA  Developing a realistic strategy  Addressing internal barriers  Optimising internal structure  Adopting the right mindset  Asking the right questions  Applying actionable insights  Understanding your platforms  Generating content  Planning your engagement  Going live 9.10 – 10.30 11.00 – 11.45 11.45 – 12.20 Break Questions
  8. 8. Pharmaguapa WHAT ARE YOUR KEY SOCIAL MEDIA PAIN POINTS? 1. Knowledge 2. Process 3. Buy-in 4. Resources 5. Culture
  9. 9. OBJECTIVES FOR TODAY  LEARN & UNDERSTAND  BE INSPIRED & MOTIVATED
  10. 10. Pharmaguapa NOT APPROACHING SOCIAL MEDIA STRATEGICALLY CARRIES RISKS AND COST INEFFICIENCIES Suboptimal asset impact and governance Siloed working and duplication of efforts Poor customer understanding and focus Increased risks Increased costs Reduced effectiveness
  11. 11. Pharmaguapa KEY STEPS TO SOCIAL MEDIA Understand Plan & Prepare Launch & Engage Monitor & Act Learn & Adapt
  12. 12. Pharmaguapa BE REALISTIC IN YOUR STRATEGY AND PLANNING Timing Resources Focus Goals Insights
  13. 13. Pharmaguapa BUILD A SOLID BUSINESS CASEBUILD A SOLID BUT INSPIRATIONAL BUSINESS CASE
  14. 14. Pharmaguapa BRING DOWN INTERNAL BARRIERS KNOWLEDGE PROCESS BUY-IN RESOURCES CULTURE Knowledge & Understanding Championship & Buy-in Inspiration Perspiration Value Reality
  15. 15. Pharmaguapa BARRIERS OVERCOME – NOW WHAT INFRASTRUCTURE IS NEEDED? Process PROCESS INCENTIVES TEC RESOURCES $ TECHNOLOGY
  16. 16. Pharmaguapa KEY POINT – CHANGE THE MINDSET
  17. 17. BREAK PLEASE BE BACK TO START AT 11AM
  18. 18. Pharmaguapa REMAINING AGENDA  Asking the right questions  Applying actionable insights  Understanding your platforms  Generating content  Planning your engagement  Going live 11.00 – 11.45 11.45 – 12.20 Q&A
  19. 19. Pharmaguapa ASK THE RIGHT QUESTIONS
  20. 20. Pharmaguapa UNDERSTAND THE ENVIRONMENT
  21. 21. Pharmaguapa THE RIGHT QUESTIONS LEAD TO ACTIONABLE INSIGHTS
  22. 22. Pharmaguapa The world’s most visited platform with 6billion hours of video watched per month Dubbed the world’s 2nd largest search engine YOUTUBE KNOW YOUR PLATFORMS
  23. 23. ...It’s all about the story CONTENT ...
  24. 24. Pharmaguapa UNDERSTAND CONTENT REQUIREMENTS Use visualisation to reveal the insight behind the data Make it short, snackable and shareable Select an interesting data point
  25. 25. Pharmaguapa ENSURE APPROPRIATE PROCESS ARE IN PLACE TIME Format Appropriate War Room Authority to engage Cross- functional team Duplication Cross- Platform
  26. 26. Pharmaguapa PUT TOGETHER AN IMPLEMENTATION PLAN $ Resources, IT, Process & Content + Time & Ecosphere +Crisis !Insights & Strategy +
  27. 27. Pharmaguapa THERE IS MORE TO GOING LIVE THAN PRESSING A BUTTON
  28. 28. Pharmaguapa MONITORING IS CRITICAL 24/7 AEs Crisis Questions Relationships Technology People Insights
  29. 29. Pharmaguapa SOCIAL MEDIA IS A LIVE CHANNEL - ADAPT
  30. 30. Pharmaguapa KEY LESSONS FROM TODAY
  31. 31. QUESTIONS? @PHARMGUAPA PHARMAGUAPA@HOTMAIL.COM WWW.PHARMAGUAPA.COM

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