Pharma Social Media Tools (Slideshare)

What’s Next in Social Media

Who We Are

Who We ArePixels & Pills is a collaborative effort between Palio and Zemoga, two creative and complementary marketing firms that have been working together for over eight years.

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Who We ArePixels & Pills combines Zemoga's native digital roots with Palio's deep pharmaceutical domain expertise to optimize digital education strategies for pharmaceutical companies, physicians, and patients.

We see a chance here to leverage technology and empower everyone with information, opportunity and education. Our Pixels & Pills blog is a platform for dialogue, insight and idea sharing.

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Who We Are

Guy MastrionChief Creative Officer

PALIO

DJ EdgertonChief Executive Officer

ZEMOGA

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Social Media & Pharma

Common Wisdom -2009

Social Media is scary.

We’re not going to be the first to jump.

Wait for the FDA to issue guidelines.

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Common Wisdom -2010

Not using Social Media is scary.

If we don’t do something, our competitors will.

The FDA – “Better to ask for forgiveness than permission”.

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Companies Using Facebook

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Companies Using Twitter

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Facebook Can Work for Pharma

State of Facebook

More than 400 million active users.

50% of active users log on to Facebook in any given day.

Average user has 130 friends.

People spend over 500 billion minutes per month on Facebook.

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State of Facebook

There are over 160 million objects that people interact with (pages, groups and events).

Average user is connected to 60 pages, groups and events.

Average user creates 70 pieces of content each month.

More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.

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What’s Next?

The Challenge for Pharma

Meet users expectations regarding ability to create content and engage in a dialogue.

Curate/facilitate conversations without running afoul of DTC regulations.

Effectively monitor conversations around products and brands while managing AE reporting risk.

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Pfizer & EMD Serono’s MSVoices Facebook Page

http://www.facebook.com/home.php?#!/MSVoices?ref=ts

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Pfizer & EMD Serono’s MSVoices Facebook Page

http://www.facebook.com/home.php?#!/MSVoices?ref=ts

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MSVoices Facebook Page Content Management Process

Semi-Automated Content Management System

Menu lists sections

for easy management

Post Management

Folders Post Status Selection (by Administrator)

Administrator Login

Built completely in FBML with API Integration

… and soon the process will evolve even further.

Administrator Login

After identifying terms from the Semantic Categories (or not) the application sends the POST to one of a number of Folders.

The Monitor will then run each word or phrase through the Semantic Filter 1. H(Multiple)=E(I()) 2. H(Sclerosis)=E(I()) 3. H(is) +E(I()) 4. H(bullshit)=E(I(bull)) ….. 5. H(I)=E(I()) 6. H(have)=E(I()) 7. H(had)=E(I()) 8. H(the)=E(I()) etc….

Patent File # 61267933

Multiple Sclerosis is bull. I have had the

disease for six months & I’m so sick of it.

Multiple Sclerosis is bull. I have had the

disease for six months & I’m so sick of it.

A. Offensive Language

A. Offensive Language

B. Commercial Terms

B. Commercial Terms

C. ClinicalTerms

C. ClinicalTerms

All Offensive terms in

use.

All Offensive terms in

use.

Examples:

Company & product names for

the market

segment

Examples:

Company & product names for

the market

segment

E. Other Terms

E. Other Terms

Examples:

DiarrheaNauseaInfectedVomiting

Examples:

DiarrheaNauseaInfectedVomiting

Examples:

AttorneySuit

Liableneglect

Examples:

AttorneySuit

Liableneglect

H(X)=E(I(X))

Semantic Filtration Database Categories

POSTPOST

THENTHEN

Acceptable POST to Wall

Unacceptable Send rejection Email

Adverse Event Report Process

IF

Unleashes the full functionality of Facebook.

Users can post content and engage in a dialogue just like any other page.

SEMANTIC FILTERING dramatically speeds up post approval time allowing for near real time conversations.

New technology will automate this process even further letting Pharma companies optimally utilize the world’s most popular digital platform.

Pfizer & EMD Serono’s MSVoices Facebook Page

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Making Twitter Work for You

State of “Twitterverse”

Over 105 million registered users.

Approximately 300,000 new users a day.

180 million unique visitors a month.

600 million search queries a day.

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State of “Twitterverse”

A powerful platform but …

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State of “Twitterverse”Twitter has a user retention rate of 40%.Many people drop the service after a month.The site may reach only 10% of Internet users.Spam remains a huge problem.Ironically, Twitter content works best outside Twitter web application

•75% of users access through a third party app•Users have invented conventions like the hashtag for basic filtration (e.g.#FDASM)

•Smart aggregation cuts through the waste.

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What’s Next?

How Some Pharma Companies are Leveraging

the Conversation

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The Challenge for Pharma

Join the conversation, establish a dialogue.

Provide patients/consumers with relevant content and filter out spam and irrelevant posts.

Bring the valuable content to the large percentage of consumers not inclined to use Twitter.

Evolve offerings to meet the changing needs of the “realtime web”

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#fdasm – Fabio Gratton’s Social Media Movement

http://www.fdasm.com

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Fabio Gratton of Ignite used a hashtag to organize a community.

#fdasm was used as a clearing house for information, conversation and coverage of the FDA hearings on social media.

But Twitter was just the starting point. Gratton used the hashtag content stream as the core content for an online repository for all things related to the hearings and Pharma’s use of social media.

The result? A dynamic, online information resource that remains relevant months after the original event.

#fdasm – Fabio Gratton’s Social Media Movement

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Pixels & Pills Health Tweeder

http://healthtweeder.com

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Pixels & Pills’ Health Tweeder

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Pixels & Pills algorithms scan, identify and capture tweet chatter in real time using relevant disease search terms, hashtags, and people we’ve identified as worth following (curated content)

Petri dishes grow and shrink based on the volume of the content relative to each other

At any one time, each dish (and all of them combined), provide a dynamic view of disease state dialogue

Simple bar charts provide additional visual cues to the popularity of individual tweets

… and What’s Coming Next?

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Zemoga’s Newest Twitter App

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An innovative approach to engaging patients, caregivers and physicians through patient focused micro-group’s.

Follow Me leverages the emerging groundswell of consumer “check-in” behavior to provide easy, one touch insight and analysis into patient condition, mood and compliance on a daily basis.

It facilitates efficient and timely 2-way communication among participants.

Follow Me Process Map

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HCP Web Dashboard Provides:

• Fast and simple Patient to HCP / HCP to Patient connection.

• Dashboard for HCP’s with Simple Visualization of Hundreds of participating patients in Selectable Single Views.

• Current Status for all patients.

• Sorting/Filter options to narrow in on groups.

• Zoom In on a specific patient (Basic data set)

• Configurable HCP preferences (filter and one click responses)

• Semi-automated single click responses (Email/Text/IM)

• Configurable trigger points for Email/Text/IM alerts to HCP

• Special HCP definable monitoring configurations can alert on non-participation or consecutive negative entries for patients over days

• Aggregation features can be used to view configurable data sets (gender, age, compliance or status)

Follow Me’s HCP Feature Set

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Patient Dashboard Provides:

Opt-in Personal Profile Set up

Accessible by Mobile Device or Net connected Computer

Simple point and select Drop down menus

Ability to be followed by many HCP

Disease State Contextualized Menu Content

Simple Process to Request Connection to HCP and Family

Emoticon Based Emotional State Selection System

Medication Compliance Tracker

Other Simple Physiological Parameter Entry options

Medication Reminder Alerts

Freeform Commentary Option

Multiple entries per day possible

Caregiver Sign-in and Data entry permissions

Follow Me’s Patient Feature Set

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Family/Caregiver Dashboard Provides:

Opt-in on invitation only

Current and trend view of patient emotional state (med Compliance if Authorized)

Configurable Email/IM/Text alerts for condition change

HCP cc option – if HCP communicates with the Patient

Follow Me’s Family/Caregiver Feature Set

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Follow Me Screenshots

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Follow Me Screenshots

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Follow Me Screenshots

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Follow Me Screenshots

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Follow Me Screenshots

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Drug XYZ

Follow Me Mobile Screenshots

Trends to Watch –AR & Geolocation

Humana’s “Crumple it up”

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TPS – Humana’s Tweet Positioning System

http://tps.crumpleitup.com

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TPS – Humana’s Tweet Positioning System

http://tps.crumpleitup.com

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TPS – Humana’s Tweet Positioning System Created by Humana for internal use.

A “Mashup” of the Twitter API and Google Maps.

Provides a “real time” snapshot of discussion.

Allows for a ‘local view” of the Twitterverse, increasing relevancy of content for consumer.

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TPS – Humana’s Tweet Positioning System

FROM THE HORSE’S MOUTH …

“Why is Humana developing a Twitter tool?

Part of our innovation center staff is focused on understanding and empowering communities around health and wellness. So we play in the social media space to try and better understand online communities and conversations around the topic. We’re just as addicted to Twitter as a lot of other people are and started thinking of ways to use it to benefit Humana.

We developed TPS to help inform our new product development, event management, customer service and sales and marketing teams about local conversations around certain topics. Turns out the tool might be useful for people besides us so we figured we would share.”

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Trend to Watch – Mobile Applications

State of the Mobile Platform

There are more than 100 million active users currently accessing Facebook through their mobile devices.

People that use Facebook on their mobile devices are twice more active on Facebook than non-mobile users.

As of January 2010, 30% of smartphone users accessed social networks via mobile browsers — this was up from 22.5% in 2009.

Year on year, Twitter usage via mobile browsers was up 347% while Facebook mobile browser usage was up 112%.

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http://www.webmd.com/mobile

Web MD’s – iPhone Application

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Web MD’s – iPhone Application Much easier and simpler to navigate than the

WebMD website.

An optimized mobile experience.

“identify a pill by shape, color or imprint”.

A free download that drives users to the more robust online service offerings.

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Conclusion

THISTHIS

AND

… are just the beginning …

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Let Talk About

What’s Next!

Let’s Keep the Conversation Going!

Guy Mastriongmastrion@palio.com

@gmastrionwww.palio.com

DJ Edgertondj@zemoga.com@wiltonbound

www.zemoga.com

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