the social media challenge for pharma and health care...“conversations” –“e-detailing” ......
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From Buzz to Biz:the Social Media Challenge for Pharma and Health Care
Matthew FraserEphMRA ConferenceBerlin, 23 June 2010
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BUSINESS AS USUAL?
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Social Media?
“Society is in the early phases of what appears to be a media revolution on the scale of that launched by Gutenberg in 1448.”
– The Economist
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Web 1.0 = “read only”, one-way
Web 2.0 = networked, interactivesocial
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(created 2004) - 500 million
(2005) - 2 billion views a day
(2003) - 50 million
(2006) – 105 million users
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Velocity : 150 million as benchmark
Facebook = 5 years
iPod = 7 years
cell phone = 14 years
television = 38 years
telephone = 89 years
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Power diffusion:shift towards users
“prosumer” – we are not only consumers, but also producers content/information production no
longer top-down, one-way “push” now networked and participatory
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Generational Factor: Millennials
“Facebook generation”
born between 1980-1995 now graduating and moving up ranks new “values” and assumptions about how people
interact in organisations & companies empowerment, participation, sharing decisions as consumers based on knowledge
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Fear Factor!
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Vertical vs HorizontalOrganizations/corporations/govts top-down, command-and-control
hierarchies recognition/status based on title/rank communication in “push” broadcast
model
Web 2.0 Networks open, networked, collaborative recognition based on expertise &
performance communication is networked and
participatory with feedback
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Health Care & Social Media
Web 2.0 impacts:
Consumer/patient empowerment Pharma-doctor-patient relationship Research & Development Knowledge management Decentralized health-care
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Consumer/patientempowerment
Knowledge is power:
USA: 60% adults search health info online Web forums: share info on disease/treatment Blogs: expert info/opinion publicly available Medical websites – AskDrWiki, WebMD Podcasts for medical information via iTunes Facebook groups sharing health information Mobile apps like Medscape and ReachMD
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Pharma/doctor/patientrelationship
patients now empowered – doctor ratings DTC in the United States doctors networking on sites like Sermo –
“information arbitrage” business model Big Pharma pays fees to monitor online doctor
“conversations” – “e-detailing” knock-on effects for doctor detailing and market
research?
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Pharma R&D
networked R&D – outside walls of company P&G outsources more than 50% of new
product development InnoCentive – crowdsourcing brain trust spun
off by Eli Lilly harnessing “collective smarts” or “wisdom of
crowds”
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Knowledge Management
diffusion of power from centralised systems towards consumers/patients
user/patient - owner of his/her records helps government reduce costsMicrosoft “HealthVault, Google Health raises issues like privacy
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Decentralised health care
primary care moving to grass roots distant care, tele-medicine predictive modelling “virtual hospital” professionals/patients can get treatment
info on mobile iPhone apps like Medscape
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Big Pharmaindustry
revenues falling, patents expiring R&D budgets slashed hyper sensitive to government regulations marketing still focused on medical profession negative reputation - doctor-focused marketing
involves unethical conduct advertising spending as % of Web ad spending:
projected 5% in 2011 – or $2.2 billion
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Pharma’s “slow adoption” of Web 2.0
“The pharmaceutical industry is still failing to embrace the Web 2.0 strategies that could help it better engage consumers looking for health care assistance.”
-- eMarketer report
Pharmaceutical Marketing Online: Stuck in Web 1.5
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Health Care: vertical
- large corporate institutions- regulation by govt bureaucracy
Web 2.0: horizontal- “social” dynamic- open, networked, participatory
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Values Clash?Health Care/Parma: “scientific” culture regulated – marketing restrictions “big iron” mainframe computing – data centrally controlled intellectual property protected control-oriented and risk adverse – fear of criticism
Web 2.0 “social” culture – no status hierarchies of “experts” open and risk-oriented – entrepreneurial, fast-paced information transparent and horizontally “shared” privacy values open – data moves freely
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USA–Europe differences?YES Europe heavier regulations DTC advertising restrictions
NO Web 2.0 represents a major
“rupture” for govts too Gov 2.0 – govts looking for new
ways of connecting with citizens individual empowerment via
information, participation is a global phenomenon
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Market Research?
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Market Research 1.0 “prompted” or “constructed” methodology surveys, focus groups, market experiments can provide accurate insights but not always responsive and timely
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Market Research 2.0
tools don’t “construct” situations by asking “prompted” questions
monitor and “listen in” to “unprompted” social interactions
qualitative data -- “spontaneous” and “authentic”
already written so can be easily collated
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Brand Monitoring social sentiment “mining” real-time data on “what people
are saying” about brands blogs, forums, Twitter, Friend
Feed free search tools like Google
Alerts, Omgili and Social Mention
more sophisticated software tools on market
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Trend Analysis monitoring blogs and social networks “influencers” on Twitter and in
blogosphere Sermo doctor website gives Big Pharma
trend data Google Trends, Trendrr, Trendpedia
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Customer Data keyword search -
gather data on current and potential customers
bloggers and people who post comments identify themselves as customers
Google Blog Search, BlogPulse, BackType
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CRM: Customer Relations Management
monitor sites to discover customer needs –including “unmet”
learn how how to “talk” to customers – social engagement
Talk Digger, Whos Talking, Twitter
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Competitive Datamonitor competitors social sentiment mining
about their brand/products
BI on companies LinkedIn, Jigsaw,
Crunchbase, ChubbyBrain, Glassdoor
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Challenges? resistance from Legal
Depts ethical guidelines about
reporting conservative corporate
cultures resist social media
new approaches threaten old ways of doing things
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What next? Web explosion of “social”
data about health/pharma patient empowerment –
culture of “sharing” info consumer/patient “ratings”
as the norm (Vitals.com) mobile health apps formidable opportunity for
market research – despite obstacles
social media as additional tool
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Social Media as research tool?
shift from doctor-focused to patient-focused research results (customer feedback)
monitor “authentic” conversations – results are not biased by constructed settings
find the right search and software tools to meet specific research needs
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Takeaways Health care/pharma at turning point governments seeking to lower health costs Web 2.0 represents a “game changer” consumer/patient empowerment Big Pharma remains slow-moving and resistant pressure on revenues will lead to new research
and marketing models market research can seize on social media as
tool to aggregate new forms of data