Can Pharma Embrace Social Media?

Social Media in PharmaJuly 12, 2011

Panel:Alex Butler, EMEA Marketing Communications Manager, JanssenDaisy Chhatwal, Senior Manager Regulatory Affairs, MedImmuneEllen Hoenig-Carlson, Founding Partner, AdvanceMarketWoRxEileen O’Brien, Director of Search & Innovation, Siren Interactive

Agenda

Is social media right for Pharma?

How can pharma get started in social media? What are the first steps?

Who in pharma is doing a good job of using social media?

What are some industry best practices?

2

Is Social Media Right for Pharma?

3

4

Traditional Model: Engage Physicians

Pharma

5

Emerging Model: Engage Physicians & Patients

Pharma

The Power of Social Media

1% Key Influencers

9% Sharers

90% Audience

Source: Jake McKee & 90-9-1.com6

Cautionary Tale

KV Pharmaceutical Company launches Makena

The News“First and only treatment approved by the U.S. Food and Drug Administration (FDA) to reduce the risk of preterm birth in women who are pregnant with single baby and who have delivered a baby too early (preterm) in the past.”

OR

“Premature labor drug spikes from $10 to $1,500” - MSNBC

7

Cost Storyline Pushed on Facebook

>1,200 Likes in a week

Widespread attention

Media frenzy

8

A Trust Partner Lost

“…immediately cease and desist the use, distribution or publication of or reference to the March of Dimes name and/or logo on any materials or communications in connection with KV Pharmaceuticals.”

-Jennifer Howse President, March of Dimes

9

A Teachable Moment

KV sent cease and desist letter to pharmacies

FDA announces: no enforcement action

U.S. Representatives respond

KV shares plummet

KV cuts price in half

10

What is “Right” For Pharma

11

Listen and learno Funnel adverse events via standard procedures

Offer value by creating “shareworthy” material, make it easy to share, let patients take it social

Social media is a tactic, not a strategy: should support marketing or organization goals

12How Can Pharma Get Started

Photo Credit: The Cournell Group

Getting StartedAsk Yourself…

WHY?

WHO?

WHERE?

WHAT?

WHEN?©2011 AdvanceMarketWoRx, LLC All Rights Reserved.

Ask Yourself…

For the sake of… What Company or Brand Objectives?• How will we define

success?• What will we measure?

Why?

©2011 AdvanceMarketWoRx, LLC All Rights Reserved.

Ask Yourself…

• Which customers/patients?

• How do they learn now? • Unmet needs?

Consistent by segment?• Current media/SM

usage?• Media/SM savvy?• Disease implications for

SM?

Who?

©2011 AdvanceMarketWoRx, LLC All Rights Reserved.

Ask Yourself…

Which SM Platforms?Assess & prioritize across

7 factors:1.Fulfills brand objectives2.Meets media/SM

habits/savvy3.Disease Considerations4.Competitive

Considerations5.Resources needed to

establish 6.Resources needed on-

going7.Fit with company

values/risk appetite

Where?

©2011 AdvanceMarketWoRx, LLC All Rights Reserved.

Ask Yourself…

• What will SM effort look like?

• Branded? Unbranded?• Define:

Value-add strategy Content strategy Frequency Interactivity ‘Ownership’ and openess Voice

What?

©2011 AdvanceMarketWoRx, LLC All Rights Reserved.

Ask Yourself…

• Launch timing?• Go-to-market

requirements?• Iterative? Continuous

learning…• Wise to ask: What if’s…

Internal processes in place?

Back-up plans thought through?

When?

©2011 AdvanceMarketWoRx, LLC All Rights Reserved.

Why?When?

Wha

t? Wh0?

Where?

Program Outline?

Timing & Roll-out?

Which SM Platforms?

Brand Objectives?

Which Customers?

Continuous Learning is Key to the Spontaneity SM Demands

©2011 AdvanceMarketWoRx, LLC All Rights Reserved.

It’s OK to start small…dip your toes…

Photo Credit: iStock©2011 AdvanceMarketWoRx, LLC All Rights Reserved.

Who is Doing it Right?

21

BioPharma Presence

22

More than 40 channels on YouTube from biopharma companies on prescription drugs, unbranded disease awareness and companies

YouTube Comments

23

Comments can be turned off, allowed to go live immediately or sent for approval via email

Most biopharma companies choose not to accept comments and refer people to their other communication channels

Pharma on Twitter

24

Major Companies on Twitter

More than 55 biopharma Twitter accounts: company, disease awareness and branded

Many using as PR vehicle, not necessarily interacting with audience

25

Johnson & Johnson

26

Pfizer Corporate Account

27

AstraZeneca Helps

28

1st Brand Tweet: Levemir

29

1st Pharma Tweetchat: #RXSave

30

Pharma on Facebook

31

Pharma & Facebook

Gardasil was first

Today, more than 40 biopharma pages for companies, brand and unbranded communicationsoClosed wall = 1

way

32

Comments Allowed: New FB Policy

33

Wall With Comments & Company Responses

34

Pharma Online Communities

35

Biomarin’s PKU.com

36

J&J’s ChildrenWithDiabetes.com

37

38

Hubspot ebook: 101 Marketing Quotes

Best Practices

39

Questions?

40