Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Search Silence

boxed warning medicine

What if there was a company that has already embraced

this future?

Reforming Pharma Marketing:

A Case Study

Kevin Nalty & Joe Shields

October 15, 2009

Alphamunex Headquarters in Clayton, MO (near St. Louis)

Alphamunex Board includes several notable execs from Silicon Valley

CEO

OSM*…SalesClinicalR&D

* Office of Social Media:Oversees all Marketing, PR, Customer Insights, IT & Customer Service functions

Sample Customer “Design Lab” managed via Facebook & other emerging platforms.

Social Media “Command Center” helps OSM staff monitor shifts in customer sentiment

Illustrative

High- and low-tech devices enable direct, real-time communication with FDA

Hey — how come I’ve never heard of this

company?

KEVIN NALTY + JOE SHIELDS

SHAPING THE FUTURE

HEALTHCARE MARKETING

SHAPING

FUTURETHE

shiftCURRENCY

New Media, New Influencers

Every new medium creates new stars Faster shift from obscurity to fame

Now Who Are Medical KOLs?

Doctors ?Researchers ?Scientific publications ?

Anyone that is persuasive

& reaches our customers?

OR

Redefining Influence

Traditionally based on subject expertise

Persuasion now more a function of

charisma & reach

vs.brand.com

“happyslip”

Explosive growth: 41% in past year Increased budgets Visceral = influential

Currency of Online Video

Currency of Real-time

Twitter isn’t about Twitter…

It’s real-time buzz & word-of-mouth you can measure

Buzz can build or destroy brands

Monitoring & engaging requires major process changes by Rx manufacturers

At Least Listen

Searchrethink

Old School Health Searching

Today, Search = Google

Search has changed health searchers

What will Search look like tomorrow?

Square & Compare

Mobile Search on the Brink Mobile search growth follows desktop

trends

27

Source: Veronis Suhler Stevenson and Merrill Lynch Estimates, June 2008.

Results Beyond Text

Searching the Past vs. the Now"Google organized our memory. Real-time

search organizes our consciousness." - CT

Source: http://www.wired.com/techbiz/people/magazine/17-10/st_thompson

Search via the Social Graph

“…[O]ur network of friends, colleagues, peers, and family is our primary source of information, just as it is offline.” - MZ

“[W]hat happens on Facebook's servers stays on Facebook's servers.” - author

Source: http://www.wired.com/techbiz/it/magazine/17-07/ff_facebookwall

riends & amilyriends & amily

wisdom of

CROWDS

Can Crowds Be Wise?

Make Better Decisions Faster

Connecting Today Is Easy

Choosing a Doctor

“Passive consumers of physician services”Fewer than 25% considered >175% used recom-mendation from friends, colleagues & relatives

Source: “How Do Patients Choose Physicians?” Katherine Harris (2003).

BEFORE LATE

1990s

TODAY

Even Doctors Visit Social & Ratings Sites

Ratings & Reviews

Community & Forums

Vitals HealthGrades

UCompareHealthCare

HealthBoards Wrong Diagnosis

MedHelpWellSphere

Yahoo! GroupseHealth Forum

Source: Experian Hitwise, 12 weeks ending 8/22/09.

What Would YOU Do?

Whom do I trust to help me?

I have thyroid cancer

Patient Crowdsourcing

Misery likes company. Another approach to evidence-based medicine?

Founder Alex via e-mail: “While I was sick I didn't know anyone with my condition that I could compare notes with, so I really

wanted to help other people find faster paths to health … we're like Yelp for Health.”

Review for those Twittering

Slides for this talk & free white paper on Social Media Policies

available at:

www.Alphamunex.com

BIG FINISH Just more continuous, small changes that we will make.

Actually, there is no