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Social Media Connectivity in Pharmaceutical Industry
Kiran PedadaHarish Shankar
Pranay Veer
Overview of Indian Pharmaceutical Industry
• 1990 - INR 5,000 crores• 2009-10 - INR 1,00,000 croresTurnover
• Domestic - INR 62,055 crores• Exports - INR 42,154 croresIndian Market
• Volume - World’s 3rd largest producer• Value - World’s 14th largest• One of the Lowest priced markets in the
world
Position
• 15.3% during 2011-12 to 2013-14CAGR (PE)
• More than 20% of the world’s generics Production
• Three out of the Global Top 10 fastest growing generic companies are from IndiaTop Companies
• Global Top 10 - Sales• Value - INR 2,50,000 crores Future (2020)
Active Users - 100 crores (Oct, 2012)
Active Users - 20 crores (Dec,2012)
Video Views a day- 400 crores (Jan, 2012)
To conduct a study to understand the connectivity of
Indian Pharmaceutical companies on Social Media
1 • Whether people use online sources for health related information
2
• Whether entering a social medial platform help a Pharmaceutical company
• 1. To share health related information 2. Create brand awareness
INTERNATIONA
L
COMPANY
Facebook Twitter Youtube
Likes Followers
Tweets
Subscribers
Video Views
AstraZeneca
GlaxoSmithKline
Johnson & Johnson
Merck (US)
Novartis
Pfizer
INDIAN
Dr. Reddys
Cipla
Ranbaxy (Volini, Revital)
Glenmark*
Sun Pharma
Lupin
INTERNATIONA
L
COMPANY
Facebook Twitter Youtube
Likes Followers
Tweets
Subscribers
Video Views
AstraZeneca 12009 17387 1053 126 25732
GlaxoSmithKline 69425 17405 1126 800 221683
Johnson & Johnson 38728 24507 3062 6493 7551651
Merck (US) 5866 8053 1087 206 19251
Novartis 20936 32190 2386 1688 561013
Pfizer 57721 36056 1100 501 733934
INDIAN
Dr. Reddys
Cipla
Ranbaxy (Volini, Revital)
Glenmark*
Sun Pharma
Lupin
INTERNATIONA
L
COMPANY
Facebook Twitter Youtube
Likes Followers
Tweets
Subscribers
Video Views
AstraZeneca 12009 17387 1053 126 25732
GlaxoSmithKline 69425 17405 1126 800 221683
Johnson & Johnson 38728 24507 3062 6493 7551651
Merck (US) 5866 8053 1087 206 19251
Novartis 20936 32190 2386 1688 561013
Pfizer 57721 36056 1100 501 733934
INDIAN
Dr. Reddys No Page 469 619 0 0
Cipla No Page 2117 67 0 0
Ranbaxy (Volini, Revital) No Page 566 12 34 39374
Glenmark* 75 No Page No Page 0 44
Sun Pharma No Page 544 126 0 0
Lupin 788 No Page No Page 0 0
Scope & Advantages of Social Media
High
ROI
Flexibility - Conte
nt
Targeting - Specif
ied group
Faster
feedback
loop
Cost per
contact -
Small
Offer a quick means to update information that is current and relevant to the target markets
Complement other communication channels
HUGE POTENTIAL
• Social commerce sales have the potential to bring in $30 billion each year by 2015**
• 50% of these social commerce sales will occur through social media**
**Mashable (Nov, 2012)
FDA GUIDELINES FOR SOCIAL MEDIA PROMOTION• “All advertisements for any prescription drug shall present a true
statement of information in brief summary relating to side effects, effectiveness and contraindications, and there must be a fair balance in the benefits and risk information provided to consumers.” - FDA
The guidance document published by the FDA in May 2009 did not provide adequate guidance on the use of online technologies
Distinct features of non -print media add complexity
Defining information related to drugs with limited number of characters available in each ad is a difficult task
RESEARCH METHODOLOGYParticipants
Age Distribution N %
Below 15 2 1%
16-25 166 54%
26-34 87 28%
Above 35 55 18%
Gender Distribution
Male 238 75%
Female 72 25%
Occupation Distribution
Student 148 48%
Employee 138 45%
Business 11 4%
Housewife 6 2%
Others 7 2%
INQUISITIVENESS89% - Search
online for health related information
High Potential to increase their
reach on online platforms
SENSITIVENESS
64% - Information they found online
affect their decision to seek a
doctor
Users don’t take chances, but
approach a doctor for specialist
advice
RE-VERIFICATITION
Seek for a second opinion from
another doctor even after
approaching a doctor
Re-verify the advice on online
sources
ONLINE MEDIUM - SPECTRUM
16-25 years- 76% Facebook
Above 25 years - 74% Separate website by the
company
Youth - Facebook (Other SM)
Old - Company Website
SHARING HEALTH INFORMATION
79% - Shared or sent health or
medical related information
Care for others – Wish their friends
to read and get benefited from it
IMPACT OF HEALTH
INFOMATION
62% of the respondents had stated that there
was as minor impact on
them
Develop a web site
Satisfy people’s
need which could make a major impact
on them
FINDINGS IMPLICATIONS
RECOMMENDATIONS
• Dedicated for providing health related information Leverage to build brand
Website & FB page
• In long run, it will widen the audience base
Provision of info.
• Based on the age groupsDifferent approaches
• Facebook - Small problems• Website - Deep issues (in
detail)Type of info.
• Clear guidelines for promotion• In India CDSCO should play a major role
Regulations - Social Media
• Application based service• SMS based service• Precautions, Symptoms to be taken for the diseases
Mobile Application and Service
• Pharmaceutical company Articles More awareness Users can take correct decisions
Authentic provider
RECOMMENDATIONS
OUTCOME
• Sample Size was limited
• The accuracy of responses could have been varied between different respondents
• The data available for Indian rules and regulations on social media platform is very limited as compared to that defined by FDA
Scope for Improvement
•Study conducted to understand the types of
health information they look for
• Frequent searched topics
• Satisfaction with information available
• Preferences on getting updates of
health information
• A study to understand
• Current focus and strategies of
international pharmaceutical companies
• Feasibility of replicating the same for
Indian companies
LIMITATIONS
CONCLUSION - From the study, we understand that people use online sources for health related information and pharmaceutical companies have a great opportunity to explore social media platform for marketing their products.
Appendix 2- References• Promoting online sales of dental supplies. Journal of Medical Marketing 8: 137 – 143, Gadish,
(2008)
• Promotion Audits, SDI Health, Yardley, Pennsylvania, (2009)
• Guidance for industry presenting risk information in prescription drug and medical device
promotion – Draft guidance. (Dec, 2011)
• The magical digital, Stephanie C. Ardito, (March 2012)
• Why Drug makers don’t Twitter, Businessweek, (Nov, 2009)
• 100% foreign direct investment regime in pharmaceutical sector, Economic Times (Oct, 2011)
• Estimating the value of internet marketing in the US pharmaceutical industry, Thani
Jambulingam, (2010)
• http://www.cliohealthcare.com/winners_media/2010/pr/pdf/401000796_1_supporting.pdf
• http://mashable.com/2012/11/01/facebook-sales/
• http://mashable.com/2011/08/16/social-media-marketing-stats-infographic/
References
• http://www.pewinternet.org/Commentary/2011/November/Pew-Internet-Health.a
spx
• http://www.pewinternet.org/Reports/2011/Technology-and-social-networks/Summ
ary.aspx
• http://www.financialexpress.com/news/domestic-pharma-market-grows-13.7-in-a
ugust/1004076/0
• http://www.pwc.com/gx/en/pharma-life-sciences/publications/india-growth.jhtml
• http://www.pwc.com/us/en/press-releases/2012/pwc-report-forecasts-a-golden-er
a.jhtml
• http://www.pwc.com/us/en/press-releases/2012/pwc-report-forecasts-a-golden-er
a.jhtml
• http://theelearningcoach.com/wp-content/uploads/downloads/2010/06/using-twitt
er-for-business.pdf
• http://www.indianexpress.com/news/healthcare-spend-to-rise-to-2.5--of-gdp/9183
80
• http://mashable.com/2012/12/26/facebook-2012/
• http://www.guardian.co.uk/technology/2012/dec/18/twitter-users-pass-200-millio
n
• http://mashable.com/2012/01/23/youtube-4-billion/
Links
•Online Health Habits.xlsx•Abstract_IIM-C FINAL.doc•IIMC Full Paper - Social Media Connectivi
ty in Pharmaceutical Industry.docx
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