what should pharma use social media for

Social Mediawhat should pha

rma do with it?

René van den BosDigiRedorene@digiredo.nlTwitter: renedigiredo

SMI Social Media in PharmaLondon, 26 January, 2011

Lynn  Perry

source: Charlene Li and Josh Bernoff, Groundswell, winning in a world transformed by social technologies, Harvard Business School Press, 2008

Lynn prostate cancer > metasteses to bone, lungs, epiglottisMDACC: $125 mln proton therapy cancer treatment center

Waiting - but Lynn’s time is more precious that MDA’sDespite hospital rankings, patients walk away

Waitin for the doctor seems to be everybody’s experience

Example of opinions and experiences shared through the internet in all directions

>500.000.000

>65.000.000/day

>35hr/min

listen

and now we starting to learn how to deal with itfrom business perspective...

listen

Link

and now we starting to learn how to deal with itfrom business perspective...

listen

Link

and now we starting to learn how to deal with itfrom business perspective...

engage

Link

Bayer’s Levitra

engage

Link

connect

Link

Alli of GSK, community and also on Facebook, Twitter and YouTubeBut are we really using SM to its full potential? Or can’t we?

...are we? Reg are limiting SM use, how to extend to DMU’s?Attitude issue: glass half full or empty

Social Media is the

catalyst for a

cultural revolution

Not only social, but digital media as a whole...and if this is too left-wing progressice fo you...

Social Media is the

catalyst for a

cultural change

...let’s change the wording

trendsproduct-technical innovation

generic pressurereputation pharma industry

The current situation for pharma

0 20 40 60 80 100

Transparent and honest practice

Company I can trust

High quality products and services

Communicates frequently

Treats employees well

Good corporate citizen

Prices fairly

Innovator

Top leadership

Financial returns

reputation

source: Edelman Trust barometer 2010

Remarkable: Transparent and honest practice above High quality products and services

trendsproduct-technical innovation

generic pressurereputation farma industrie

digital revolutionpower-to-the-people

communities & collaboration health 2.0

and off course the dgital revolution...resulting in health 2.0

health 2.0

Search

Self-mgttools

Socialnetworks

source: The Past & Future of Health 2.0 | www.health2advisors.com

Health 2.0: the use of social software and lightweight tools to promote communication and collaboration between all stakeholders of the industrySelf mgt tools: personalize and analyze content and data

Link

some examples

Link

Link

health 2.0

user-generatedhealthcare

users connectingto providers

partnerships toreform delivery

data drivesdecision and

discovery

source: The Past & Future of Health 2.0 | www.health2advisors.com

Development of the healthcare industry:Health 2.0 = partnerships and collaborationQuestion: are we able to follow this trend?

our needs

phyisiological

safety

belonging

self esteem

self actualization

respectconfidence

masteryfreedom

realize potential

familyintimacy

friendship

security of health, property, work etc

waterfood sex sleep

source: Wikipedia, Maslow’s hierarchy of needs

theory from way back: Maslow pyramid of needs in the 50’s of 20th century

what motivates us?

Biological

Extrinsic

eat, drink, sleep, sex

reward & punishment

source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)

Biological

Extrinsic

eat, drink, sleep, sex

reward & punishment

source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)

1950’s: Harry Harlow

1950’s: Harry Harlow

source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)

Link

what motivates us?

Biological

Extrinsic

Intrinsic

eat, drink, sleep, sex

reward & punishment

joy, happiness, passion

source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)

Numerous behavioural scientists have proven this: intrinsic rewards lead to better performance and satisfactionbut business has never adopted it

what motivates us?

Autonomy

Mastery

Purpose

the desire to be selfdirected

the urge to get better at things

the desire to give purpose to what we do

source: Daniel Pink, Drive, the surprising truth about what motivates us, Canongate Books, 2010

Link

The 3 elements of true motivation

Atlassian

Example: every quarter employees can work on any subject they like for 24hr, as long as they present their results during a fun meeting at the end of the 24 hr: the best products and solutions are developed during this 24 hrs

generation yflexible work arrangements

recognition for a job well done

working in a great team

giving back to society through work

source: Sylvia Hewlett: The ‘Me’ Generation Gives Way to the ‘We’ Generation,  Financial  Times  June  18  2009

This is what motivates the new workforce

generation y>16 hours/week online

all members of online social networks

> 53 online friends

Aquaintences51%

Close friends11%

Online  friends38%

and this is their online behaviour

At home

Work

but this is their experience at work

At homeWork

so is this

babyboomers vs gen y

16 9

For every 16 babyboomers retyring, there’s only 9 GenY to replace them

How to get our business into the

21st century?

enterprise 2.0communicationbusiness model

enterprise 2.0

the use of emergent social software

platforms within companies, or between

companies and their partners or customers

“

“

source: Wikipedia, Enterprise 2.0

enterprise 2.0

expertise location

corporate blogging

corporate wiki’s

internal community platforms

ideation

source: Wikipedia, Enterprise 2.0

Andrew McAfee at SXSW 2010

enterprise 2.0

Link

enterprise 2.0

knowledge sharing and retention

improvement internal communication

idea generation and innovation

experience with social media

crisismanagement

Δ  culture

communication

listen

respond

engage

socialize

comm. not exclusively for comm depts

Brian Solis at SXSW 2010

communication

Link

experienceco-creation

services

business model

innovative productscommodities

com

petit

ion

cust

omer

nee

ds

pricesource: Rob Halkes (Van Spaendonk Management Consultants), Pharma towards a new commercial model, personal communication

diffe

rent

iate

dge

nera

l

not r

elev

ant

rele

vant

low high

New business model: partnerships with HC stakeholders

business model

HC service environment, focussing on patients’ needs

collaborative platform for HC stakeholders

grounded on up-to-date technological means and based on internet facilities

data drives decision and discovery

source: Rob Halkes (Van Spaendonk Management Consultants), Pharma towards a new commercial model, personal communication

experienceco-creation

All of this thanks toSocial

Media?

Δculture

empowermentengagement

bottom-up

UGC

collaboration

motivatepower2people

weE2.0

manager

interactive

wisdom of the crowdno control autonomy

purpose

mastery

experiment & learngive up control

engage & collaboratebuild a strategy

rethink carrots and sticks

profit is more a catalyst than an objectivepharma: taking care of most important asset of people: their health

Link

Lynn Perry died June 2009, donated his body to MD Anderson

"In  retrospect,  all  revolutions  seem  inevitable.  

Beforehand,  all  revolutions  seem  impossible."

Michael McFaulUS National Security Council

rene@digiredo.nlTwi-er:  renedigiredo

www.digiredo.nldigiredo.wordpress.com