5 keys to implementing social media
DESCRIPTION
"Five Keys to Implementing Social Media" presentation delivered by Alex de Carvalho at the EyeForPharma eMarketing Europe Summit, Berlin, Germany, March 2010TRANSCRIPT
AN EYE FOR SOCIAL MEDIAFrom Lab Throughout Lifecycle
Alex de Carvalho@alexdc
Alex de Carvalho @alexdc
@alexdcRx
I’m just a social media user ... and not
a guru, expert, or swami*!
(*The only Suomi in me is from my Finnish heritage)
Social media is ...
the greatest thing since sliced bread?
the latest shiny object?
or just business as usual?
Do not drive while texting
Images, blog posts, and online mentions of brands
displayed in this presentation do not necessarily
represent my views
SOCIAL MEDIA ADOPTION MATRIX
Not engaged Engaged
Aware
Not aware
Customer Dimension
Com
pany
Dim
ensi
on
from Traditional Media ... ... to Social MediaInstitutional Mediation
• Editing Process
• Publishing Process
• Time and Space Constraints
• Professionals with Degrees
Distributed Mediation
• Self-editing
• Updating, Sharing, Participating
• No Deadlines or Space Limitations
• Amateurs with Time
Individual Consumption
Broadcasting
Social Consumption
Engaging Communities
My BlogPodcasts
WikisForums
TV
Radio
Social Networks
Social media tools are used by millions worldwide to share brand, product and service experiences
Social media is present in your marketing mix
whether you like it or not
And so you have been tasked with making a recommendation about the social web ...
Now what?
Which elements to address?
What about the line between communications and compliance?
What are the do's and dont's along the way?
Which virtual toolkits and resources to deploy?
Where’s the return?
@gapingvoid
BrandMonitoring
Strategy &Resources
Policies &Processes
CommunityManagement
Metrics &Measurement
Five keys to implementing social media
Companies often fail to listen
credit: @jowyang
In the social media communications lifecycle
The art of listening• Understand your customers and your community• See how and where your brands are mentioned
• Pinpoint customer satisfaction issues• Find out what really concerns physicians and
patients • What and where is the false information?• How are competing brands perceived?
• Reputation management• Competitive Tracking• Monitoring market trends
If markets are conversations ...
... Are you listening?
What are physicians discussing?
How do patients feel about your brand?
Who’s doing the talking?
Is the medical content accurate?
Is your promotional activity effective?
In what context are your brands mentioned?
Recent example: online mentions of Avandia
Social media searches show the activity
It’s a rising tide of mentions
Social media brand monitoring tools keep your team organized and on top of online mentions
The buzz on Herceptin increased FIVE FOLDS following publication of results in Breast Cancer treatment with Chemotherapy
A single article about Herceptin in Europe’s Lancet prompted reactions by many US physicians online
Pull mentions from blogs, videos, medical resources and forums, patient and physician social networksTrack specific topics, drugs, disease, therapeutic areasGraphs display daily mentions, rolling averagesExport weekly, monthly, or quarterly reportsSelect only the important results to assign further actionPost company responses on social sites like Twitter
Brand monitoring platforms
BrandMonitoring
Strategy &Resources
Policies &Processes
CommunityManagement
Metrics &Measurement
Five keys to implementing social media
Drug development from the lab to the market ...
How does the emerging social web affect my strategy?How can I align social technologies with my business goals?
Drug Discovery Pre-Clinical Clinical Trials Regulatory Review
Phase 1 Phase 2 Phase 3
ApprovedDrug
3+ years 3+ years 6+ years 1.5+ years
Number ofcompounds
Phase 4
New marketsExtensions
Sales / Product Lifecycle
... and throughout the lifecycle
Which social channels should I use to reach my clients?How do I integrate social media into existing systems?
Drug Discovery Pre-Clinical Clinical Trials Regulatory Review
Phase 1 Phase 2 Phase 3
ApprovedDrug
3+ years 3+ years 6+ years 1.5+ years
Number ofcompounds
Phase 4
New marketsExtensions
Sales / Product Lifecycle
Needed a BIG communications strategy
1 bn€
Drug Discovery Pre-Clinical Clinical Trials Regulatory Review
Phase 1 Phase 2 Phase 3
ApprovedDrug
3+ years 3+ years 6+ years 1.5+ years
Number ofcompounds =
@armano
The blockbuster model
Requires constant adjustment of strategy
Approval 1 Approval 3
Approval 2
Clinical trialIndication 1
Clinical trialIndication 2
Clinical trialsIndication 3
18 months 18 months 18 months
M €
M €
M €
credit: @armano
The specialty model
… allows you to constantly listen and adjust
credit: @armano
credit: @jowyang
With such a proactive model, only social media…
BrandMonitoring
Strategy &Resources
Policies &Processes
CommunityManagement
Metrics &Measurement
Five keys to implementing social media
socialmediagovernance.com
Guidelines define:
The personal use of social mediaOperational responsibilities for community managersHow to leverage specific social utilitiesHow to use the company’s trademarksEtc.
And not just guidelines. Business processes, too
Adverse reaction reporting processCustomer serviceHuman resourcesFalse informationCopyrights, patents, trademark infringementsCrisis management plan
BrandMonitoring
Strategy &Resources
Policies &Processes
CommunityManagement
Metrics &Measurement
Five keys to implementing social media
Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
Establish outposts on social networks
We all know Facebook is important to the “public”, but what about to physicians?
Physician Social Networking Survey
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• In July 2009 Medimix International designed a study to acquire a better knowledge of physician’s interest and perceptions of current options for social and professional networking across the world
• An online study was conducted among the following sample between May and July 2009
Are you a member of any of the following social networks?
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Facebook Clear Leader in Social Networking Market for Medical Professionals
43% of physicians are aware of medical-scientific networking sites; 39% visit those sites.
Physicians are more interested in “receiving”(more information / access to medical articles) rather than “sharing /publishing”.
High interest in being able to communicate andhave exclusive interaction with drug/treatment experts from partnering pharmaceutical companies (70%).
Results of social networking survey
Medical sites known by physicians
Worldwide community for physicians
How to connect with physicians in online communities?
Connect with peers across the world Post questions in discussion areas and forums Seek advice from Key Opinion Leaders worldwide Learn about conferences, see who else is attending
Update CME requirements Participate and learn through detailing
Participate in surveys, advisory boards, and research Get publications posted to a worldwide peer community
Marketing Research Advertising Paid Member Services eMarketing
Physicians
Pharmacists Nurses
Other HCPs
Pharmaceutical Companies
Financial Analysts
Other Healthcare Organizations
Medical Device Manufacturers
Biotech Firms
Community
Most important skill for a community manager?
1. Interpersonal skills2. Interest for technology
(a fearless tinkerer)3. Business acumen4. Medical knowledge /
credibility
Influence
Authority
Reputation
Credibility
Identity
Presence
The role of community management in social media
A Pandora’s box?ADVERSE REACTIONS: pharma fears open discussion / comments of customers
Very few posts have a reportable AR discussions – about 165 per day across entire pharma industry (Nielsen)Use social media as “canary in the coal mine”Implement social media monitoring, policy and AR reporting processes
What about patients online?
BrandMonitoring
Strategy &Resources
Policies &Processes
CommunityManagement
Metrics &Measurement
Five keys to implementing social media
There are lots of ways to measure
Measurement:
•Determining the volume and sentiment around a brand or topic in social media
•Driven by your strategic objectives
•It’s not just about the numbers
Consumer self-education Greater visibility in search resultsLower the cost of public relationsReach an enthusiast communityBecome preferred online source of informationLower cost communication toolInternal collaborationEmployee satisfactionResponsive to physician and consumer concernsetc.
What are your strategic objectives?
“In social groups, some people actively participate more than others… Social participation tends to follow a 90-9-1 rule where:”
90 - 9 - 1 rule of social participation
A single user may affect or “infect” many others
Quality of mentions and relationships, not quantity
BrandMonitoring
Strategy &Resources
Policies &Processes
CommunityManagement
Metrics &Measurement
Five keys to implementing social media
Drug Discovery Pre-Clinical Clinical Trials Regulatory Review
Phase 1 Phase 2 Phase 3
ApprovedDrug
3+ years 3+ years 6+ years 1.5+ years
Number ofcompounds
Phase 4
New marketsExtensions
Sales / Product Lifecycle
Policies and Processes
• Policies are driven by corporate
• Business processes are implementedby corporate and by business units
• Driven by corporate
• Making the business case
• Budgeting resources
• Mix of corporate and business units
• Deploying the resources
Strategy and Resources
Brand / Therapeutic Area Monitoring
• Comparing competitors
• Identifying influencers
• Finding the platforms
• Researching outcomes
• Developing the approach
• Entering the conversation
• Understanding physician discussions
• Identifying negative or false information
• Managing the community
• Measuring quantity and quality of conversation
Community Management
Metrics and Measurement
Keys to Implementing Social Media
@gapingvoid
Most images have been purchased from iStockPhotoIllustrations are credited to David Armano, Jeremiah Owyang, and Jake McKee. Follow them on Twitter @armano, @jowyang, @jakemckee“Cartoons on the back of business cards” are drawn by Hugh MacLeod, @gapingvoid on TwitterSwami image: http://www.flickr.com/photos/boskizzi/12103933/Social media is in your marketing mix image: http://www.flickr.com/photos/luc/1824234195/Markets are conversations image: http://www.flickr.com/photos/88543347@N00/80462964/Jellybeans image: http://www.flickr.com/photos/jspad/450848498/Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out
Image credits
Alex de Carvalho @alexdc
@alexdcRx