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A presentation I did for my Leadership and Special Topics in Pharmaceutical Marketing and Management class on social media. I completed this project with Tae Lee.
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Engaging Opportunities and Challenges
Pharma, Physicians and Social Media:
Presented By Amanda Ha & Tae Lee
Executive Summary Are HCPs Using Social Media? Uses of Social Media Blogs Physician Only Sites How are Pharma Companies currently engaging
with HCPs? What are Pharma companies currently doing? Case Studies Benefits for Pharma Companies Implications Challenges
Social Media has increased Health Care Professionals (HCP) adopting
this new trend Promoting serious content Connect with varied/diverse audience Using social media professionally/privately
Disclaimers on social media sites “Facebook for Physicians” Pharma companies
99% of doctors online daily for professional reasons
34% of doctors surveyed use general social networking sites
83% of physicians watch video clips online
87% of physicians interact with drug and device companies online
Professional networking Keep ahead of new developments in
respective fields Market their practice
Read about latest breaking health news Connect to colleagues and office
personnel Comment on healthcare issues
300,000 physicians report using blogs 25,000 physicians use blogs with medical
content 44% spend 1-2 hrs/day working on their
blog 61% write about personal experience 56% blog about health news Authors are usually older with more
professional experience
“The Hypochondriac feed of the day” Targeting blogs, Facebook, Twitter, and
Youtube Rely mainly on word-of-mouth Key concerns: privacy and
professionalism
What are they interested in?
What
How are they “consuming the
information?
How
33 Who are key influence points?
Who
New ways to understand
needs2
1
Traditional Live video detailing and e-sampling Physician customer service portals Enhanced Product Websites Search engine marketing
Engaging through social media
One of the most active users of social media
Twitter Analyzes followers 6,226 followers (1996 in September 2009) 15% doctors, 20% journalists Discussions with physicians about non-
promotional topics Press releases Promotes the results of clinical trials
YouTube Branded channel
Physicians and patients Disease-sponsored channel
“Parkinson’s Matters” Avoids regulation
http://www.youtube.com/user/parkinsonsmatters
Physician only networks Promote products
Facebook Advertise other social media platform
offerings Advertise new drugs
Twitter Advertise other social media channels
YouTube “Promote a better understanding of health” Monitors and responds to comments Don’t use “branded” videos Patients are primary audience
Twitter Facebook Physician-only networks
Sermo Highest social share of voice with 12%
according to Virtue
Twitter Recently started tweeting
Sanofi-Aventis TV Interactive news service Now part of a YouTube channel
http://www.youtube.com/sanofiaventisTVen
Twitter Chronic Myeloid Leukemia (CML) Earth
Global network Finds and connects other patients and HCPs
http://www.cmlearth.com/index.jsp
Receive feedback data from physicians Gain knowledge of how drug is working
in the real world Dissemination of useful information
tConvince physicians of the value of Social Media
Create forums for physicians
Identify and acknowledge the range of “influence
points"
3321
Healthcare Reform
No specific guidelines
1 22
Google Images "Pharma, Physicians and Social Media:
Engaging Opportunities and Challenges." FirstWord DossierSeptember.2009 (2009). Print.
www.facebook.com www.youtube.com http://www.intersectionconsulting.com/
blog/?p=294
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