how pharmaceutical companies can join the social conversation
DESCRIPTION
The pharma industry has been struggling with how to use and benefit from the social media revolution. This presentation, first shared at the ARF’s 2010 Listening Forum in San Francisco, offers a POV on how pharmaceutical and other regulated companies can think differently to start engaging in the social space. Developed by Johanna Skilling (@johannask), EVP, Director of Strategic Planning, at Saatchi & Saatchi Wellness (www.saatchiwellness.com).TRANSCRIPT
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First, Let’s Stop Calling It Social MEDIA
January 28, 2010
How Pharmaceutical Companies Are Joining the Digital Conversation
Johanna Skilling@johannask
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"There's a huge amount of stress in marketing departments -- 'Are we missing
the hot new thing?’ That stress causes companies to panic about social media
and not invest their time wisely."
– Andy Sernovitz, author, Word of Mouth Marketing
Source: INC. Magazine
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Full service brand-steward agency
Best in class campaigns across all relevant media
A leader in defining the digital experience for healthcare companies
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So why shouldn’t we call it social “media” ?
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Because “media” makes us think “campaign”
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When we should be thinking “encounter”
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It makes us think “social” equals “selling”
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When it’s about joining
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Yes, there are obstacles
» Fair Balance for Risk & Benefit information
» No Off-Label Promotion• Even in third party forums
» Burden of reporting “Qualifying” Adverse Events
» Lack of clarity on responsibilities, guidelines for “new media”
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But consumers want you there!
Source: Three Things I Learned at the FDA Hearings and Three I Wish I Had, Jonathan Richman, Dose of Digital
9079
7366 62
0102030405060708090
100 Oversight and corrections onpotentially harmful misinformation
Updates on products and services
Accurate information about drugs ordevices
Answers to frequently askedquestions
Add valuable professional expertiseto conversations
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The FDA gets it
Source: Three Things I Learned at the FDA Hearings and Three I Wish I Had, Jonathan Richman, Dose of Digital
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Still - is it social if people can’t talk back?
adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events
adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events adverse events
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Ratio of HC posts to AEs reported, per day
Source: Nielsen BuzzMetrics
1/500 = 0.2%
< 200per day
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So in this brave new world…
Maybe you could pick up the phone?
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That said…
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How are pharma companies facing & embracing the social challenge?
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Like This:
1. Scoping out the environment
2. Offering something personal
3. Joining the conversation
4. Being helpful
5. Showing they belong
6. Guiding the interaction
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Scope out the environment
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In some cases, pharma has been afraid of listening. In others, forward thinking companies understand that these conversations are taking
place whether we listen to them or not.
-- Paul Dyer
Source: http://blog.pharmexec.com/2009/12/10/one-to-watch-qa-with-paul-dyaer/
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5 things to listen for
1.Competitive intelligence
2.Stakeholder commentary on your brand
3.Stakeholder response to FDA/FTC and other governmental decisions/hearings
4.Market trends
5.News related to your brand
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Offer something personal
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Jeff Kindler: How we’re regaining trust
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Ron Cohen: How we do research
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Pundits also see a big opportunity in…
Source: http://pharma2blog.com/2009/07/30/the-c-tweet-10-dos-and-donts-for-ceos-on-twitter/
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Join the conversation
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With something special for everyone
Consumers
HCPs
Investors
Salesforce
Employees …
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Manhattan Research reported in 2009 that 60 percent of doctors use, or are interested in, Web 2.0 social applications.
The same study found that physicians who reported using social media prescribed 24 more medications each week compared to physicians not using it.
-- Michael Maher, Greater Than One
Source: Jun 1, 2009, Pharmaceutical Executive, http://pharmexec.findpharma.com/pharmexec/Marketing/Learning-to-Relate/ArticleStandard/Article/detail/603296
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Be helpful
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I Walk BecauseTouched People In
40 States And 10 Countries
And created a database for e-CRM
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Show that you belong
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As your mother would say,
be polite when you’re visiting someone else’s place
-- Bill Drummy, Heartbeat Digital
Seriously, it’s not about “advertising”
Source: PharmaExec Blog
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Guide the interaction
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You can create a rich experience,
even if you have to put up some guardrails
-- William Martino, SSW
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Our 6 Strategies for getting social
1. Scope out the environment
2. Offer something personal
3. Join the conversation
4. Be helpful
5. Show that you belong
6. Guide the interaction
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As another non-pharma brand says …
1. Identify quick wins
2. Put a premium to ROL - Return on Learning
3. Find pilot opportunities• Internally• Adding social
components to an existing site
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THANK YOU!
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