Social MediaFrom Lab Throughout Lifecycle

Alex de Carvalho @alexdc

In the social media communications lifecycle

Companies often fail to listen

credit: @jowyang

The art of listening

• Understand your customers and your community• See how and where your brands are mentioned

• Pinpoint customer satisfaction issues• Find out what really concerns physicians and

patients • What and where is the false information?• How are competing brands perceived?

• Reputation management• Competitive Tracking• Monitoring market trends

... Are you listening?

• What are physicians discussing?

• How do patients feel about your brand?

• Who’s doing the talking and who’s influential?

• Is the medical content accurate?

• What types challenges are being mentioned?

• How do treatment regimes vary?

• Is your promotional activity effective?

• In what context are your brands mentioned?

• Who are your greatest advocates online?

Drug development from the lab to the market ...

Drug Discovery Pre-Clinical Clinical Trials Regulatory Review

Phase 1 Phase 2 Phase 3

ApprovedDrug

3+ years 3+ years 6+ years 1.5+ years

Number ofcompounds

• How does the emerging social web affect my strategy?

• How can I align social technologies with my business goals?

Drug Discovery Pre-Clinical Clinical Trials Regulatory Review

Phase 1 Phase 2 Phase 3

ApprovedDrug

3+ years 3+ years 6+ years 1.5+ years

Number ofcompounds

Phase 4

New marketsExtensions

Sales / Product Lifecycle

... and throughout the lifecycle

• Which social channels should I use to reach my clients?

• How do I integrate social media into existing systems?

The blockbuster model

Needed a BIG communications strategy

1 bn€

Drug Discovery Pre-Clinical Clinical Trials Regulatory Review

Phase 1 Phase 2 Phase 3

ApprovedDrug

3+ years 3+ years 6+ years 1.5+ years

Number ofcompounds =

credit: @armano

The specialty model

Requires constant adjustment of strategy

Approval 1 Approval 3

Approval 2

Clinical trialIndication 1

Clinical trialIndication 2

Clinical trialsIndication 3

18 months 18 months 18 months

M €

M €

M €

credit: @armano

With such a proactive model, only social media…

… allows you to constantly listen and adjust

credit: @armano

credit: @jowyang

Drug Discovery Pre-Clinical Clinical Trials Regulatory Review

Phase 1 Phase 2 Phase 3

ApprovedDrug

3+ years 3+ years 6+ years 1.5+ years

Number ofcompounds

Phase 4

New marketsExtensions

Sales / Product Lifecycle

Policies and Processes

• Policies are driven by corporate • Business processes are implementedby corporate and by business units

• Driven by corporate

• Making the business case

• Budgeting resources

• Mix of corporate and business units

• Deploying the resources

Strategy and Resources

Brand / Therapeutic Area Monitoring • Competitor monitoring

• Identifying influencers

• Determining the platforms

• Researching outcomes

• Developing the approach

• Engaging the conversation• Understanding physician

discussions• Identifying negative or false

information• Managing community of

participants and influencers• Measures and metrics• Identifying brand / product

extensions

Community Management

Metrics and Measurement

APartial

Roadmap

• Traditional R&D

Social MediaFrom Lab Throughout Lifecycle

Alex de Carvalho @alexdc