Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

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Emerging trends and changes in pharmaceutical marketing... from search and currency changes to evolving ways to engage via social-media and benefit from crowd sourcing. by Joe Shields (http://www.joeshiledsphotography.com) and Kevin Nalty (http://www.naltsconsulting.com)


<ul><li>1. </li></ul> <p>2. 3. 4. 5. Search Silence boxed warning medicine 6. What if there was acompany that has already embraced this future? 7. Reforming Pharma Marketing: ACase Study Kevin Nalty &amp; Joe Shields October 15, 2009 8. Alphamunex Headquarters in Clayton, MO (near St. Louis) 9. Alphamunex Board includes several notable execs from Silicon Valley 10. CEO OSM* Sales Clinical R&amp;D * Office of Social Media: Oversees all Marketing, PR, Customer Insights, IT &amp; Customer Service functions 11. Sample Customer Design Lab managed via Facebook &amp; other emerging platforms. 12. Social Media Command Center helps OSM staff monitor shifts in customer sentiment Illustrative 13. High- and low-tech devices enable direct, real-time communication with FDA 14. Hey how come Ive never heard of this company? 15. KEVIN NALTY + JOE SHIELDS SHAPINGTHE FUTURE HEALTHCARE MARKETING SHAPING FUTURE THE 16. shift CURRENCY 17. New Media, New Influencers </p> <ul><li>Every new medium creates new stars </li></ul> <ul><li>Faster shift from obscurity to fame</li></ul> <p>18. Now Who Are Medical KOLs? </p> <ul><li>Doctors ? </li></ul> <ul><li>Researchers ? </li></ul> <ul><li>Scientific publications ? </li></ul> <ul><li>Anyone that is persuasive&amp; reaches our customers? </li></ul> <p>OR 19. Redefining Influence </p> <ul><li>Traditionally based on subject expertise </li></ul> <ul><li>Persuasion now more a function ofcharisma &amp; reach </li></ul> <p>vs. brand.com happyslip 20. </p> <ul><li>Explosive growth: 41% in past year </li></ul> <ul><li>Increased budgets </li></ul> <ul><li>Visceral = influential </li></ul> <p>Currency of Online Video 21. Currency of Real-time </p> <ul><li>Twitter isntabout Twitter</li></ul> <ul><li>Its real-time buzz &amp; word-of-mouth you can measure </li></ul> <ul><li>Buzz can build or destroy brands </li></ul> <ul><li>Monitoring &amp; engaging requires major process changes by Rx manufacturers </li></ul> <p>22. At Least Listen 23. Search rethink 24. Old School Health Searching 25. Today, Search = Google </p> <ul><li>Search haschangedhealth searchers </li></ul> <p>What will Search look like tomorrow? 26. Square &amp; Compare 27. Mobile Search on the Brink </p> <ul><li>Mobile search growth follows desktop trends </li></ul> <p>Source : Veronis Suhler Stevenson and Merrill Lynch Estimates, June 2008. 28. Results Beyond Text 29. Searching the Past vs. the Now </p> <ul><li>"Google organized our memory. Real-time search organizes our consciousness."- CT </li></ul> <p>Source : http://www.wired.com/techbiz/people/magazine/17-10/st_thompson 30. Search via the Social Graph </p> <ul><li> [O]ur network of friends, colleagues, peers, and family is our primary source of information, just as it is offline. - MZ </li></ul> <ul><li> [W]hat happens on Facebook's servers stays on Facebook's servers. - author </li></ul> <p>Source : http://www.wired.com/techbiz/it/magazine/17-07/ff_facebookwall riends&amp; amily riends&amp; amily 31. wisdom of CROWDS 32. Can Crowds Be Wise? 33. Make Better Decisions Faster 34. Connecting Today Is Easy 35. Choosing a Doctor</p> <ul><li> Passive consumers of physician services </li></ul> <ul><li>Fewer than 25% considered &gt;1 </li></ul> <ul><li>75% used recom-mendation from friends, colleagues &amp; relatives </li></ul> <p>Source : How Do Patients Choose Physicians? Katherine Harris (2003). BEFORE LATE 1990sTODAY 36. Even Doctors Visit Social &amp; Ratings Sites Ratings &amp;ReviewsCommunity&amp; Forums VitalsHealthGrades UCompareHealthCare HealthBoardsWrong Diagnosis MedHelp WellSphere Yahoo! Groups eHealth Forum Source : Experian Hitwise, 12 weeks ending 8/22/09. 37. What Would YOU Do? I have thyroid cancer Whom do I trust to help me? 38. Patient Crowdsourcing </p> <ul><li>Misery likes company. Another approach to evidence-based medicine? </li></ul> <p>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. 39. Review for those Twittering 40. Slides for this talk &amp; free white paper on Social Media Policies available at: www.Alphamunex.com 41. BIG FINISH Just more continuous, small changes thatwewill make. Actually, there is no </p>


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