Crisis Management and Social MediaBy Uri Goren

Digital Pharma Europe

Berlin 2012

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Prime Minister Benjamin Netanyahu

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A Picture Taken When Gilad Shalit Retured

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Key Takeaways

• You never know what can turn in to a crisis• Sometimes: “If you can’t beat them join them”• Humor and self humor is an important tool in Social Media

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Neopharm Key Facts• Established 1941 – 70 years of experience

• Neopharm brings branded Rx products ,branded Consumer Healthcare products, food supplements, OTC, Dermo-cosmetics, Medical and Life science equipment to the Israeli market

• Our values are: leadership, humaneness, professionalism and Innovation

• Ranked #55 in D&B’s Largest Israeli Enterprises 2010

• 530 employees

• 2nd largest marketing group in the Israeli health care market with +$300M revenues

• Israel’s marketing and sales powerhouse for branded OTC\CH products

• Israel’s largest marketer of branded Rx products

Neopharm Group – Key Activities

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NeopharmIsrael: Marketing and sales of CH, OTC, dermo-cosmetics, and prescription products

Promedico: Wholesaling and logistics of pharmaceuticals, healthcare and medical products

Chairman: David Fuhrer

GenMedix: Marketing and sales of generic and named-patient base products

Eldan:Marketing & sales of medical equipment, instrumentation and services

LDD:environmental consultancy and remediation services company

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Pharma’s Challenge in Social Media

Social Media Pharma

• Fast moving• Transparent• Uncontrolled• Real time• 140 characters or less• Two-way

• Slow moving• Not as Open• Highly regulated• Conservative• Primum Non Nocere• Research and

Evidence• Hierarchy

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Pharma Marketers and Marketing

• Scientifically driven• Physicians are the main target• Highly Regulated• Prone to Face2Face marketing• Mostly Below the line marketing • Not as versed in digital marketing

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Crisis Management in The Age of Social Media, Has Anything Changed?

Social Media Crisis – A Definition

“A social media crisis is an issue that arises in or is amplified by social media, and results in negative mainstream media coverage, a change in business process, or financial loss”.

Jeremiah Owyang, Altimeter group

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Consumers Have Become Media

• 25% of search results for the World’s Top 20 largest brands are links to user-generated content

• 34% of bloggers post opinions about products & brands

Do you like what they are saying about your brand? You’d better.

• 90% of consumers trust peer recommendations

• Only 14% trust advertisements

http://www.socialnomics.net

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Consumers Have Become Media

“More than one-quarter of US consumers (26%) say they are more likely to tell family, friends, and co-workers about a bad experience with a product or service than a good one”

According to LoyaltyOne's COLLOQUY report. March 2011

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Almost No Control on Brand Messaging

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Almost No Control on Brand Messaging

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Times Have Changed

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No Secrets

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Social Media: A Driver of Traditional Media

“Technology is shifting the

power away from

editors, publishers, the establishment,

the media elite. Now it’s the people

who are in control.”

Rupert Murdoch

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Tools Of The Trade

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Tool #1 – Always Listening In

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Tool #2 – Boosting Your Immune System

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Tool #3 – Immediate Response

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Domino’s

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Crisis Standard Operating Procedure

• Have your Crisis SOP in line with social media readiness• Have your teams ready – every one knows his/her job• Educate on social media

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Tool #4 : Honesty, Transparency, Empathy

• Treat the cause first not the effect• Own up to your error• Talk in a simple and clear message• Do not censor legitimate criticism • Move quickly to be in touch directly with the relevant

stakeholder • Be Smart – Compensate

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Tool #5: Do Not Neglect Your Digital Assets

• Your website should be an updating tool• Respond where the crisis happens

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Tool #6: Employee Education

• Social media policy• Social media training across the organization• Do not block your employees• Risk analysis

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Social Media Crises A Driver Of Positive Change

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Thank You!