pharma social media moving fowards
Post on 02-Dec-2014
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Pharma Social MediaMoving forwards?
24th January Smi Social Media Conference London
Gary MonkDigital Healthcare Consultant
@garymonk
Question?
• Pharma believes Social Media can benefit the industry and its stakeholders
Statement
• Have we made progress towards this statement in the last 2 years?
The audience answered unanimously yes
All truth passes through 3 stages
First - it is ridiculedSecond – it is violently opposed
Third – it is accepted as being self-evident
Arthur Shopenhauer
I believe we are somewhere between 2 & 3, with variation between companies
HCP Communities
Corporate Communications
Patient Awareness
Case Discussions
I also planned to also cover HCP communities but due to the level of interest in the GSK case we only covered the corporate comms topic (another subject for another day)
Case 1Corporate Communications (2 way)
GSK was used as an example of best practice.Disclaimer – I have no professional affiliation to the GSK Facebook page and have not interviewed GSK on this interesting subject. All observations and opinions are my own.
GSK FaceBook policy is clear and tends to explain why certain things are not acceptable
but please respect the following otherwise our lawyers will be mad at us:
The company reserves the right to remove any postings at its sole discretion (we work with serious medical conditions and we can’t risk unmonitored or unverified medical advice being published).
We know a lot of doctors and trust us - they know about health!
B.I. were highlighted for there excellent use of ‘human’ language to explain their FB policy
GSK attempted to engage with this persistent detractor, and later adopted the seemingly sensible policy of allowing his posts but not responding
GSK InitiativesGSK post many of their positive initiatives on their FB page
Sometimes strongly attackedA select few detractors often seize upon these positive posts and attack GSK, in a very strong manner. It is impressive they allow most of these comments to stand
But have strong popular support
But GSK have a very strong following and receive many positive comments and praise. Often from employees and ex-employees
GSK successes
Corporate achievements are highlighted
Often attacked by a small ‘hardcore’ group
Again the same individuals will often attack these achievements, and accuse GSK of hypocrisy
Used for HR / Recruitment
GSK use their FB page as a tool for recruitment
GSK usually respond
And importantly try to respond to enquiries…..
Including ad-hoc questions
….including this ad-hoc product question posted under an HR post on recruitment
‘Mild’ Criticism
Criticism is not always severe – this example shows a mix of praise and criticism
Employee Feedback/Criticism
Some employees offer mild criticism that many of the corporate events and visits tend to happen at the company head office
Very Strong Criticism related to tragic personal stories
This was a very tragic post, extremely critical of GSK, that caused some debate particularly around a potential adverse event (the product names have been redacted here). The purpose of showing was that despite criticism of GSK, they have been very brave in allowing these type of posts to be shared
Managing Global PR
Global issues were often posted on the GSK FaceBook, where the team would usually respond, in this case pointing the community to an apology on Panadol
Yet with community support?
Interestingly there was criticism of GSK for responding to the critics! And some criticism of the critics.
Leverage Positive StoriesWhat GSK do brilliantly is post regular news items, particularly on positive news items, not directly related to GSK. This helps fill the FaceBook wall with positive commentary and quickly ‘bury’ negative comments further down the news feed. The next 2 slides are examples of this, particularly the London Olympics.
Formula 1
LondonOlympics
2012
Despite the majority of comments being positive, this post shows you can’t please all of the people all of the time
Some Stats• 2 month snapshot Nov & Dec 2012• 15 Posts• 3059 likes• 122 comments
Positive Comments significantly outweighed Negative Comments. Note this analysis only considered comments that were positive/negative directly to GSK as a company.
• Need courage & self belief
• Have a strategy to respond to negative comments (or not!)
• Generate positive advocates and news stories
• Have something to say and a purpose
Key Learnings GSK
Questions or get in touch…..
• twitter => @garymonk• email => gary@garymonk.com• linked In => www.linkedin.com/in/garywmonk• phone => +44 7776 242276
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