Reinventing the media: a new landscape for communications in pharma (Brussels 4th October 2012)
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Transcript of Reinventing the media: a new landscape for communications in pharma (Brussels 4th October 2012)
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Reinventing the media: a new landscape for communications in pharma
Doris Casares / @DorisCasares
Communications and Public Affairs Director Spanish Generic Medicines Association (AESEG)
Brussels 4th October 2012
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
10 levels of intimacy in today’s communication
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
¿From 1.0 to 2.0 PR?
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
• 2014: Social Media platforms will be the first tool of Communications for 20% of the organizations (Gartner, 2011)
• SM reduce travel expenses in organizations between 10% y 50% (Outlook Accenture, 2011)
• Facebook has reached more than 50 million users in 4 years
• Health is the most looked up word in Google Spain
• 8 out of 10 Spanish internet users go online before going to the doctor almost half of them consider it “reliable info” (Pfizer Spain, 2010)
Key Figures 2.0
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Why Pharma does not use the SM?
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
“How am I going to start something that might disappear soon?”
Fear to Unknown
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
“Why changing something that is working ok?”
Fear to Change
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
“What if someone says something bad of me?”
Fear to Fail
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
“Social Media platforms are thieves of my time”
Fear to personal management
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
With a special legal and ethic frame…
A conservative and high regulated landscape
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
… but NO anyhow or anyway!
Are we in the Social Media?
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Strategy is the key
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
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CommunicationsSocial media is having a great effect on the way people communicate, and organizations need to find a way to monitor and measure digital interaction to ensure increased understanding and communication effectiveness
InfluencersWe need to evaluate influence: which sites do people pay attention to and who is behind them?
Relationships countIt’s who you know, not what you know: this formula for business successs is amusingly exaggerated, but even so, as with classic media relations, relationships count
Going forwardEarly flags of risk sometimes show in social media before they hit in the mainstream (ie. Egypt, Libia, earthquaque in Japan)
MonitoringThrough effective evaluation of what is happening online, organizations will learn when and how to interact
Why Social Media and web 2.0?
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
PÚBLICOS INTERNOS
Asociados y asociados adheridos AESEGPotenciales asociados
Asociación Europea EGASector Farma
PÚBLICOS INTERNOS
Médicos – HospitalesFarmacéuticos – Farmacias
Autoridades – Ministerios y CCAAInstituciones – Eurodiputados
Opinión pública – MM.CC
48AESEG offline strategy: En genérico
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
AESEG evolution: from 1.0 to 2.0
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Content Community Conversation Constancy Measure
SHARE & LISTEN
What are the principles of SM?
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
AESEG Report on the Knowledge, Use and Evaluation of Generic Medicines in Spain
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
AESEG Report on the Knowledge, Use and Evaluation of Generic Medicines in Spain
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
AESEG Report on the Knowledge, Use and Evaluation of Generic Medicines in Spain
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
AESEG 2.0 Communications 2011-2012
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
AESEG Communications 2.0 landscape
Communication Channels @aeseg_genericos y @engenerico
. Main reference in the pharmaceutical Spanish and EU market for generics
. Main influencers in the Health blogsphere in Spain
. Frequency and rythm of publications (2-3 times a week)
. New formats (video, podcasts, interviews, etc)
. Listening and sharing with our community
. Facebook profile linked to @engenerico
. Linkedin groups and foros in Spain and EU
. Involving our associates within AESEGs comunicactions 2.0.
. Training workshops for pharmaceutical companies and stakeholders
. Public Affairs net of influencers
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
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Website + Log
Daily news
Creating Brand
Experiences
Sharing perceptions
What is a Blog?
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
• Following the Strategy offline• Monitoring our Brand• Creating our Profiles in the SM landscape• Managing and Updating our Profiles • Generating Reports on a daily basis
Defining our Social Media Strategy
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
57Why Social Media and web 2.0?
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Klout: The Standard for Influence
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
58Twitter as a Communications Channel
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
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MMCC Administración Agentes Sector
Our followers @aeseg_genericos
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
60Our followers @engenerico
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
62Most popular tweets @engenerico
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
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Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
the hashtag # genéricosue obtained nearly 500 tweets and more than 700.000 impressions (duplicates have been removed, irrelevant, no-links and spam). the scope reached nearly 80,000 Twitter users.
Hashtag reach #genéricosUE - May 30 2012Total tweets and prints
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
#genéricosUE gets nearly 600 mentions during the day. Two major peaks observed in the mid morning and mid afternoon.
Hashtag reach #genéricosUE – Madrid, May 30th 2012
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Like the first slide, two peaks are observed corresponding to mid morning and mid afternoon (CCAA and Social Media Pharma issues)
Hashtag reach #genéricosUE - May 30 2012Tweets and users rate
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
The image shows the most relevant tweets (most mentioned and most retweeted) during the event
Hashtag reach #genéricosUE – Madrid, May 30th 2012Most relevant terms and tweets at #genericosUE
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
As can be seen in the image, the label used was the most proposed hashtag of the day
Hashtag reach #genéricosUE - May 30 2012Most used keywords during event
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
61Most popular tweets @aeseg_genericos
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
The most active profile throughout the day was that of @ aeseg_genericos with 88 tweets
Hashtag reach #genéricosUE - May 30 2012Most active participants
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Distribution of users and their contribution to the hashtag during the day. This turns to see the relevance of the account @aeseg_genericos
Hashtag reach #genéricosUE - May 30 2012Distribution of participants
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Pinterest: pinning our images and videos
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
44
Fuente: www.marketingdirecto.com
According the latest reports 78% of consumers take their decission after having gone online
From consumer to an adprosumer era, a consumer-producer-presciptor-promoter of his own products and lovemarks
It is expected for the end of 2012 more than 800 million active users of Social Media platforms in the world
Why Communications 2.0?
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
43
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
What came first: the Social Media revolution or the change of our society?
What’s my main purpose with the Social Media?
Am I integrating strategically my offline communications with my online communications?
To end up…
Brussels 4th October 2012 @DorisCasares / @AESEG_genericos
Reinventing the media: a new landscape for communications in pharma
Doris Casares, Director of Communications and Public Affairs AESEGTwitter: @DorisCasaresEmail: [email protected]: http://www.linkedin.com/in/doriscasares Blog: www.engenerico.com