How Pharmaceutical Companies Can Join The Social Conversation

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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 of How Pharmaceutical Companies Can Join The Social Conversation

  • 1. January 28, 2010 First, Lets Stop Calling It Social MEDIAHow Pharmaceutical Companies Are Joining the Digital ConversationJohanna Skilling @johannask Putting Listening to Work ARF Industry Leader Forum 1

2. "There's a huge amount of stress inmarketing departments -- 'Are we missing the hot new thing? That stress causes companies to panic about social mediaand not invest their time wisely." Andy Sernovitz, author, Word of Mouth Marketing Source: INC. MagazinePutting Listening to Work ARF Industry Leader Forum 2 3. Full service brand-steward agencyBest in class campaigns across allrelevant mediaA leader in defining the digitalexperience for healthcare companies Putting Listening to Work ARF Industry Leader Forum3 4. So why shouldnt we call itsocial media ? Putting Listening to Work ARF Industry Leader Forum 4 5. Because media makes us think campaign Putting Listening to Work ARF Industry Leader Forum 5 6. When we should be thinking encounter Putting Listening to Work ARF Industry Leader Forum 6 7. It makes us think social equals selling Putting Listening to Work ARF Industry Leader Forum 7 8. When its about joining Putting Listening to Work ARF Industry Leader Forum 8 9. 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 mediaPutting Listening to Work ARF Industry Leader Forum 9 10. But consumers want you there!100Oversight and corrections on potentially harmful misinformation 90 8090Updates on products and services 707973 6066Accurate information about drugs or62 50devices40 Answers to frequently asked 30questions 20 10Add valuable professional expertise to conversations0Source: Three Things I Learned at the FDA Hearings and Three I Wish I Had, Jonathan Richman, Dose of Digital Putting Listening to Work ARF Industry Leader Forum 10 11. The FDA gets it Source: Three Things I Learned at the FDA Hearings and Three I Wish I Had, Jonathan Richman, Dose of Digital Putting Listening to Work ARF Industry Leader Forum11 12. Still - is it social if people cant 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 Putting Listening to Work ARF Industry Leader Forum 12 13. Ratio of HC posts to AEs reported, per day1/500 =0.2%< 200per day Source: Nielsen BuzzMetricsPutting Listening to Work ARF Industry Leader Forum 13 14. So in this brave new world Maybe you couldpick up the phone? Putting Listening to Work ARF Industry Leader Forum 14 15. That said Putting Listening to Work ARF Industry Leader Forum 15 16. How are pharma companies facing &embracing the social challenge? Putting Listening to Work ARF Industry Leader Forum 16 17. 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 interactionPutting Listening to Work ARF Industry Leader Forum 17 18. Scope out the environment Putting Listening to Work ARF Industry Leader Forum 18 19. In some cases, pharma has been afraid oflistening. In others, forward thinking companiesunderstand that these conversations are takingplace whether we listen to them or not.-- Paul Dyer Source: http://blog.pharmexec.com/2009/12/10/one-to-watch-qa-with-paul-dyaer/Putting Listening to Work ARF Industry Leader Forum19 20. 5 things to listen for1.Competitive intelligence2.Stakeholder commentaryon your brand3.Stakeholder response toFDA/FTC and othergovernmentaldecisions/hearings4.Market trends5.News related to your brand Putting Listening to Work ARF Industry Leader Forum 20 21. Putting Listening to Work ARF Industry Leader Forum 21 22. Putting Listening to Work ARF Industry Leader Forum 22 23. Putting Listening to Work ARF Industry Leader Forum 23 24. Offer something personal Putting Listening to Work ARF Industry Leader Forum 24 25. Jeff Kindler: How were regaining trust Putting Listening to Work ARF Industry Leader Forum 25 26. Ron Cohen: How we do research Putting Listening to Work ARF Industry Leader Forum 26 27. 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/Putting Listening to Work ARF Industry Leader Forum 27 28. Putting Listening to Work ARF Industry Leader Forum 28 29. Join the conversation Putting Listening to Work ARF Industry Leader Forum 29 30. With something special for everyoneConsumersHCPsInvestorsSalesforceEmployees Putting Listening to Work ARF Industry Leader Forum30 31. Putting Listening to Work ARF Industry Leader Forum 31 32. Putting Listening to Work ARF Industry Leader Forum 32 33. Putting Listening to Work ARF Industry Leader Forum 33 34. 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 OneSource: Jun 1, 2009, Pharmaceutical Executive, http://pharmexec.findpharma.com/pharmexec/Marketing/Learning-to- Relate/ArticleStandard/Article/detail/603296 Putting Listening to Work ARF Industry Leader Forum 34 35. Putting Listening to Work ARF Industry Leader Forum 35 36. Putting Listening to Work ARF Industry Leader Forum 36 37. Be helpful Putting Listening to Work ARF Industry Leader Forum 37 38. Putting Listening to Work ARF Industry Leader Forum 38 39. Putting Listening to Work ARF Industry Leader Forum 39 40. Putting Listening to Work ARF Industry Leader Forum 40 41. Putting Listening to Work ARF Industry Leader Forum 41 42. Putting Listening to Work ARF Industry Leader Forum 42 43. Putting Listening to Work ARF Industry Leader Forum 43 44. Putting Listening to Work ARF Industry Leader Forum 44 45. Putting Listening to Work ARF Industry Leader Forum 45 46. Putting Listening to Work ARF Industry Leader Forum 46 47. Putting Listening to Work ARF Industry Leader Forum 47 48. Putting Listening to Work ARF Industry Leader Forum 48 49. Putting Listening to Work ARF Industry Leader Forum 49 50. Putting Listening to Work ARF Industry Leader Forum 50 51. I Walk Because Touched People In 40 States And 10 CountriesAnd created a database for e-CRM Putting Listening to Work ARF Industry Leader Forum 51 52. Show that you belong Putting Listening to Work ARF Industry Leader Forum 52 53. Seriously, its not about advertising As your mother would say,be polite when youre visiting someone elses place-- Bill Drummy, Heartbeat Digital Source: PharmaExec Blog Putting Listening to Work ARF Industry Leader Forum 53 54. Putting Listening to Work ARF Industry Leader Forum 54 55. Putting Listening to Work ARF Industry Leader Forum 55 56. Putting Listening to Work ARF Industry Leader Forum 56 57. Putting Listening to Work ARF Industry Leader Forum 57 58. Putting Listening to Work ARF Industry Leader Forum 58 59. Guide the interaction Putting Listening to Work ARF Industry Leader Forum 59 60. You can create a rich experience, even if you have to put up some guardrails-- William Martino, SSW Putting Listening to Work ARF Industry Leader Forum 60 61. Putting Listening to Work ARF Industry Leader Forum 61 62. Our 6 Strategies for getting social1. Scope out the environment 2. Offer something personal 3. Join the conversation 4. Be helpful 5. Show that you belong 6. Guide the interactionPutting Listening to Work ARF Industry Leader Forum 62 63. As another non-pharma brand says 1. Identify quickwins 2. Put a premium toROL - Return onLearning 3. Find pilotopportunities Internally Adding socialcomponents to anexisting sitePutting Listening to Work ARF Industry Leader Forum 63 64. THANK YOU! Putting Listening to Work ARF Industry Leader Forum 64 65. Follow us!On facebook.com: saatchiwellnessOn twitter.com: @saatchiwellness Online at www.saatchiwellness.com Putting Listening to Work ARF Industry Leader Forum 65