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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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