What’s Next for Pharma and Social Media?

What’s Next for Pharma and Social Media?

Serkan ErkovanLead Business Consultant for Prescription Medicine, Consumer Health Care and Animal Health Sales & MarketingBoehringer Ingelheim TurkeyAug 4th, 2011

@serkovan

http://www.serkanerkovan.comSocial Media in Pharma Summit 2011

http://twitter.com/

The statements or opinions expressed in this presentation are my own and do not necessarily represent those of Boehringer Ingelheim.

2Social Media in Pharma Summit 2011

My presentation outline would be…


Today…

Pharma 1.5


Some brands don’t entirely get it.

• They’re on Facebook, but . . .

• They don’t allow users to comment on their content.

• They don’t allow users to share their content.

• They don’t allow users to “like” their content.

• Many of these brands are in the OTC pharmaceutical industry.

• They are afraid.

Stacy Lukasavitz, 2010. http://j.mp/fg6MBp


Comments & Likes…


Pharma 3.0A new ecosystem

Photo Source http://rekslare.deviantart.com/art/Going-Bananas-182713386

Tomorrow..


http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0











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three core competencies to succeed:

1. connecting information2. radical collaboration3. operating multiple business models

“Five years from now, the CEO of a pharma company should be uncomfortable if the CIO is not present at a key strategy meeting.That’s how important IT needs to be for pharma strategy.”

Werner Boeing, Roche


How? Questions to think…1. Do you hold everyone accountable?2. Have you thought strategically (ie. big) and made sure that

you will NOT fail?3. Did you prepare the presentation that will secure the

funding to start?4. Do you have a corporate policy?5. Are you pushing the organization?6. Did you assume …?7. Did you ensure that all patients are targeted?8. Are you confident that HCP’s will still prefer personal

interaction?9. Have you focused all your efforts on the Internet?







• “Social media isn't a box to be ticked or a department to be manned or even a campaign to be launched... You know that social-media department you just built? Go and dismantle it right now, because this stuff is too important to be left to the experts.”1

• “While I'm not suggesting that all companies give the social-media team its own organizational function, it's clear that brand leaders haven't fully examined structural changes that need to be made.”2

• “I see the Social Media Administrator not as someone who develops content and participates in discussions on social media (although they could certainly have a business related personal blog or twitter stream). This is not the senior leadership role for social media in an organization but rather the coordination point for company activities.”3

1. Bloom, J. (2009) “Dedicated Social-Media Silos? That's the Last Thing We Need”, Advertising Age, http://j.mp/3V48L, accessed Sep 13, 2009.

2. Perry, C. (2009) “Why Social Media Isn't Living Up to the Hype (Yet)”, Advertising Age, http://j.mp/xSfFg, accessed Sep 13, 2009.

3. Scott, D. M. (2009) “Is it time for companies to hire a Social Media Administrator?”, http://j.mp/z7OKh, accessed Sep 13, 2009.


http://j.mp/3V48L

http://j.mp/xSfFg

http://j.mp/z7OKh

Digital Savvy Coordinator

• 3 capabilities that differ them from traditional brand managers:– Integrative thinking: Social tech + brand

comm– Lean collaboration skills: Start with few

resources , “They must therefore rely on persuasiveness and charm to beg, borrow, or otherwise co-opt people from across the organization and get them to work together on initiatives”

– High speed: Sometimes daily cycles to scan & react

Spenner, P. (2010) Why You Need a New- Media “Ringmaster”, Harvard Business ReviewArtwork: Alex MacLean, Universal Studios Pedestrian Paths and Walkways II, 1999, photograph, Orlando, FL


Identify the responsibles:

http://www.twitter.com/boehringertr







Strategy Focus

LANGUAGECONTENT

17

PEOPLE

Social Media in Pharma Summit 2011

People: Where are they?

Where are people in social media, where do they create content and where do they spend time?


Content Strategy

Content Strategy document should be created. Frequency, timing,

interaction type, responses to questions should be prepared.

Content enrichment should be implemented and scheduled into calendar.19Social Media in Pharma Summit 2011

Social Media Language

Communication Language should be identified







Allocate funding early on22Social Media in Pharma Summit 2011







Pharma in Social Media…Sharing of clinical trials’ results Press Releases Social Responsibility ProjectsNew Product LaunchesCrisis ManagementAwardsQ&A Sessions Patient / HCPs Consumer Line Support HCP & Patient Feedback on products Competitor Activities, competitive information


Association of Research-Based Pharmaceutical Companies (AİFD)

http://www.aifd.org.tr/en/anasayfa.aspx

AİFD is a member of IFPMA – International Federation of Pharmaceutical Manufacturers and Associations and EFPIA (European Federation of Pharmaceutical Industries and Associations).


Digital Communications in the Pharmaceutical Sector, AİFD User GuideThis Guide covers the following topics:

•Corporate Websites

•Websites Aimed at Patients and the General Public

•Websites Offering Product Information to Health-Care Professionals, or

Promotional Websites

•Computerized or Web-Based Promotional Methods

•Social Media Guidance

•Information Sharing via Means of Electronic Communication

•Frequently Asked Questions

http://www.aifd.org.tr/en/Hakkimizda/internetkullanicirehberi.aspx 27Social Media in Pharma Summit 2011






Push the organization for change

Photo Source: http://fineartamerica.com/featured/2-steve-jobs-guillermo-contreras.html 29Social Media in Pharma Summit 2011

http://fineartamerica.com/featured/2-steve-jobs-guillermo-contreras.html





http://twitter.com/







https://www.mediguard.org


All Age Groups Are Using Social Media Participation has grown across all age

segments 18-24 segment is leading in participation

– ~90% participate in some way

– ~75% join social networks

55+ segment engagement is increasing across all types of participation (e.g., creators, critics, spectators)

Marketing to 45+ now viable through social media due to their increasing participation Only 28% of online adults 45-54 say they

don’t use social media

Only 38% of online adults 55+ say they don’t use social media

Source: IMC2 Adaptation of 2008 Forrester Research







Level of Social Media Activity Depends on Condition

*Health 2.0 percentages refer to the share of consumers either creating or consuming content on health blogs, message boards, chat rooms, health social networks and health communities, patient testimonials; Only for conditions where n>60

Rank Condition Health 2.0*

123456789

1011121314151617181920

ADD/ADHDAcneInfluenza/FluEye InfectionsInsomnia/Sleep DisorderPsoriasisIrritable Bowel SyndromeFibromyalgiaEczemaMigraineGeneralized AnxietyEar infectionsAnxiety/Social PhobiaChronic BronchitisAcute PainAllergiesAsthmaDepressionGoutShingles

59%53%50%46%46%46%45%45%45%44%44%43%43%42%41%40%39%39%37%37%

Rank Condition Health 2.0*

212223242526272829303132333435

Acid RefluxChronic PainRestless Leg SyndromeArrhythmiaPneumoniaHigh TriglyceridesOveractive BladderCancerEnlarged ProstateOsteoporosisHigh CholesterolAny ArthritisHypertensionDiabetesHeart Disease

37%36%35%33%33%32%31%30%29%29%26%26%25%25%18%

Source: Manhattan Research, Cybercitizen Health® v2.0-9.0


Of Those Online, Caregivers Tend To Be More Active in Social Media

Source: Manhattan Research, Cybercitizen Health® v2.0-9.036Social Media in Pharma Summit 2011






HCP Use of Online/Social Media Has Grown

http://www.comscore.com/Press_Events/Press_Releases/2010/8/4_out_of_5_Physicians_Online_Visited_HCP_Sites(All statistics drawn from press releases, published white papers and other publicly available sources).

38

Percent Reach of Health Categories Among Physicians Q1 2010Total U.S. Home/Work/University LocationsSource: comScore, Inc.Health Category % Reach of

Physicians Online

Share of Minutes at Health

Categories

Share of Visits at Health

Categories

HCP Content 81% 48% 33%General Health Content 75% 2% 10%

Association 67% 7% 8%Pharma Support 51% 8% 11%Pharmaceuticals 50% 2% 3%Government 48% 2% 4%Health & Wellness 40% 2% 4%Social Media 40% 6% 6%Insurance 38% 5% 7%Physician Locator 35% 1% 2%Clinic 31% 11% 6%Medical Journal 30% 1% 2%Pharmacy Services 22% 6% 4%

4 out of 5 U.S. Physicians Online Visited Health Care Professional Sites in Q1 2010


HCPs of the Future:14,649 Likes in a Medical Students’ Page…

Number of Medical Students in Turkey: 38.536 (2010)







Mobile Internet Usage, Estimation

• 2010: 500 Million• 2011: 1.1 Billion

• 2015: 3.8 Billion

* Ericsson: http://news.accuracast.com/mobile-7471/1-billion-mobile-broadband-connections-in-2011


iPhone Medical App Saved Filmmaker’s Life in Haiti Earthquake

Apple iPhone or iPod touch can save lives, with the right app.

42News and photo: http://obamapacman.com/2010/01/iphone-medical-app-saved-filmmakers-life-in-haiti-earthquake/Social Media in Pharma Summit 2011

http://obamapacman.com/2010/01/iphone-medical-app-saved-filmmakers-life-in-haiti-earthquake/







Ex


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Google+ Features…[email protected]


mobile.boehringer-ingelheim.com


takeaways

1. Engagement: Identify – Understand - Act2. Push up, down, left, right: “Change”3. Join!4. Like!5. Follow!6. Always Be Curious: “SEARCH”


What’s Next for Pharma and Social Media?

Serkan ErkovanLead Business Consultant for Prescription Medicine, Consumer Health Care and Animal Health Sales & MarketingBoehringer Ingelheim TurkeyAug 4th, 2011

@serkovan

http://www.serkanerkovan.com

http://twitter.com/