Social Media Marketing

Context

Healthcare & medicine 2.0

Pharma social networking

Social networking

Participation

Apomediation

Collaboration

Openness

Gunter Eysenbach, Medicine 2.0, Journal of Internet Research 2008, vol 10, issue 3

But little to no pharmainvolvement

Healthcare social networking

Culture, dilemma &

marketingreality

Web 2.0 is a culturally disruptive technology

Adapted from: Web 2.0 in Healthcare, John Sharp, Cleveland Clinic, USA

Pharma values Web 2.0 values

Risk averse

Information from authoritative sources

Privacy & security are regulated

Long lead times

Controlling access todata and information

Intellectual property closely guarded

Risk taking

Crowd wisdom

Anyone can join

Rapid deployment

Information contributed by and distributed to all

Open Source

The dilemma in a nutshell

‘…pharmaceutical marketeers must feel like they are doomed if they do and doomed if they don’t engage in social media marketing’

John Mack

Pharma’s Social Media Marketing Readiness Score,Pharma Marketing News, Vol 7, No 3, March 2008

Socialnetworking

Issues management & PR

Consumers& patients

Sales forces

Internal:knowledge

sharing & collaboration

HCPs

Impacts on pharma

Search enginemarketing

Relative impact of social networking on pharma1= very low 10 = very high Currently In 2 years In 4 years

Interacting with

HCPs

1 3 5

Interacting with consumers & patients

2 4 6

Search engine marketing 1 3 5

Issues management & PR

1 2 3

Sales force effectiveness 1 1 2

Internal knowledge sharing & collaboration

2 4 7

Where do marketeers think the most impact will be ?

2217

22

39

0

10

20

30

40

50

Consumers Patients HCPs All targets

% respondents Results from a global internal survey of Bayer Schering brand teams*

*Going Digital: General Medicine internal digital marketing & sales conference,14 -15 October 2008, Berlin, Germany

HCPsMarket research Pre and post-launch

Consumers & patientsHealth, disease, condition, & treatment awareness

Viral outreach

Community building Disease/condition based; some direct dialogue in ex-US markets

Brand advertisingDTC markets

Most used customer- facing strategies worldwide

Healthcare social networking

Interacting with HCPs

HCPs’ social networks

Sermo:Headline news 12 months ago

75,000 and growing*

Total Registered and Total Active Users

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

45,000

50,000

10/22/06

12/11/06

01/30/07

03/21/07

05/10/07

06/29/07

08/18/07

10/07/07

11/26/07

01/15/08

03/05/08

Week ending

Nu

mb

er

of

use

rs

Total Registered Users

Total Users Active in thepast month

*Sermo user base as of 4.8.08

Sermo members markedly older than average internet

0

5

10

15

20

25

30

35

<30 30-39 40-49 50-59 60+Age of Sermo users

Pe

rce

nt t

ota

l

Pharma is now a conditionally tolerated part of the community

‘Observe’ - Alpha MDView community via a customized list

of subjects based on keyword tags

‘Insight’ Post questions directly

to communityand take polls

‘Action’ – Hot SpotsIcons next to targeted conversations allowing access to relevant pharma information and services

Unique ability to monitor opinion and trends in speciality communities

Conduct ad hoc real-time market research

Enhanced ability to influence prescribers

Relevant information targeted at a receptive audience at the right time in the right context

Sermo’saddedvalue

Network proliferation

USASermo (75,000)Physician Connect (50,000)Student Doctor NetworkHealthevaRelaxdocSocialMDSosido (HC associations)Clinical Village MedicSpeak

CanadaAsklepiosDoctorNetworking

EuropeDoctors.net.uk (160,000)DocCheck Faces (5,000)Esanum (23,000)ColiquioOnMedica

InternationalNew Media Medicine (48,000)DoctorsHangout.com (6,000)Doctor.VGTiromedMajor UK publisher (launching Nov/Dec 08)

Pharma participation options

MRContextualintervention

Direct dialogue

Sponsorship Ads Users

Sermo ● ●75,000US

PhysicianConnect ● ● ● ●

50,000US

Doctors.net ● ● ●160,000UK

DocCheckFaces ●

5,000International5 languages

New MediaMedicine ●

48,000International

Major UKpublisher ● ● ●

Goal:10,000 Y1International

Major UK publisher

Networks are starting to network

   distance in which individuals are clustered

Dot sizes:        = 1,000+       = 100 - 999      = 10 - 99     = 1 - 9 visits

The above map depicts: 3,170 visits from 13 Mar 2008 to 17 Oct 2008This map is normally updated daily (latest: 2008-10-17 03:38:59 GMT)

Depicts 3,170 visits from 13.3 - 17.10 2008 to LA HCPs’ SN: www.samag.blogspot.com

Language affinity drives network interconnectivity

‘May be the answer to the world’s inequalities of information access in medicine…’*

The rise and riseof medical wikis

*Dean Giustini, How Web 2.0 is Changing Medicine, BMJ, 23 December 2006

‘The Medpedia project is an extraordinary global effort to collect, organize and make understandable, the world’s best information about health, medicine and the body…’*

…and soon Medpedia

*www.medpedia.com

Novo Nordisk

Doctorslike wikis

Because of:

SpeedDifferential diagnosis or to jog memory

EaseA useful starting point to do research

*Jessica Berthold, Web Watch: Living in a Brave New World of Medical Wikis, American College of Physicians, 2008 www.acponline.org

A new opportunity to interact with doctors?

But….

Editorial boards will decide how pharma participates

Pharma must decide who may post and what may be posted

Business value: strengthened partnerships, significant reach and impact potential

Healthcare social networking

Engagingconsumers & patients

Social networks influence patients’ treatment decisions*

Ages: 35 - 44

53%Strong + someimpact47%

No impact + don’t know

*Adapted from: Pharma 2.0. A How-To Guide to Consumer-Generated Content.ePharma Consumer v7.0, Manhattan Research 2008

Age and gender

Social network

preferences

Diseaseor condition

But marketeers must understand target audience behaviour

Social networking supports Betaferon sales globally

www.ms-gateway.com

D: 7,795 members 44,617 posts

TR: 2,280 members 112,315 posts

S: 2,075 members 18,577 postsStatus: 17.10.08

10 years of community management experience

Restricting conversations is fatal

Be open, honest and responsive

Set clear community management policies

Significant local resources needed

Business value:increased trust & loyalty

Healthcare social networking looks set to be data-driven

Not just shared experiences, but shared personal health data

Patients share structured information about their disease to help themselves and others

Quantifiable, measurable, actionable

Disease networks will look and be radically different

Data provided by 1056 Betaseron patients

‘People who use it will live longer; people who don’t won’t’ Jamie Heywood Co-founder, Patientslikeme

Social networking drives YAZ sales in the USA*

Veronicas partnershipTV ads

Facebook MySpaceYouTube

BlogsEmails

Viral outreachVideo contest

*Stefan Oelrich, VP Women’s Health, BHC USA

9 million impressions

350,000 song streams

*Manhattan Research, ePharma Consumer, v7.0, no 11, 2008

58

15

29

0

20

40

60

80

18-24 25-34 35-44

% women searching for online health information who visit Facebook

Age group

Women 18-24 are most likely to use

Facebook

1. Acne2. ADD/ADHD) adult3. Ear infections4. Eye infections5. Migraine 6. Bipolar disorder7. Anxiety/social phobia8. Infertility9. Asthma10. Allergies

Top conditions which Facebook users search for*

*Manhattan Research, ePharma Consumer, v7.0, no 11, 2008

115m active users

450,000+ new users/day

70% of users outside US

54% female : 46% male

Mind boggling metrics*

*Facebook statistics: 20 October 2008

Life-style, fashion

and health focus Highly-responsive target audience

Builds on existing brand image

Social networking, mass media and offline channel integration

Business value: increased acquisition & conversion

Build strategies based on personal story telling

*Bodies Online: Information and Advice Seeking in the Health and Fitness Domain, Economic and Social Reseach Council (ESRC) UK, 2007. Authors: Professor Pamela Briggs, Dr Lesley Fishwick, Dr Elizabeth Sillence, Northumbria University; Dr Peter Harris, University of Sheffield

‘The most important advice for those trying to promote health information online is the use of engaging stories about people with similar experiences’*

Professor Pamela Briggs

Over 3/4 of consumers want success stories*

*Cybercitizen Health Europe, v7.0, Manhattan Research, 3Q 2007

14%Already use

32%Very interested

30%Somewhatinterested

Healthcare social networking

Search marketing

Issues management & PR

Boundaries are blurring

Search marketing

Social mediamarketing

Issues management

& PR

Social networking spaces increasingly visible on search results* Cholesterol category Pravastin: 6% blog share 50% growth 06 – 08*

Posts often unfavourable*

* Web 2.0 Influence for Pharma Brands on the Rise, vFluence, 8.4.08. www.v-fluence.com

Search for brands, land on blogs & wikis

Recognize that search is pivotal All our customers use search engines

Understand how search is evolving Google Universal Search displays all content sources in all formats

Involve and educate PR colleagues Issues management requires more integrated approaches

Search is marketing, issues management and PR in one

Should we usecorporate blogs to get back into the conversation?

J&J bloggerMarc Monseau

But is it really social networking?‘Part of social networking is the ability of ordinary people like you and me - JNJ customers - to add comments to social networks set up by others. Usually when pharmaceutical companies host a social network channel, they turn off the comments for obvious and understandable reasons’

Fair question from John Mack

Healthcare social networking

Internal:knowledge sharing& collaboration

Internal usage leads

*How Businesses are Using Web 2.0, The McKinsey Quarterly 2007. Responses from 2847 executives in retail, high tech, telcoms, financial and pharma sectors

7570

51

0

20

40

60

80

Manage internalcollaboration

Interface withcustomers

Interface with suppliers& partners

How are web 2.0 technologies currently being used?*

% positiverespondents

More of a cultural issue

Enterprise 2.0

Not just a technology issue

Do we incentivize knowledge sharing?

Are social media tools used ‘in or above the flow’?

Are we aware of the potential of ‘cognitive surplus’?

Wikis can streamline project management

Wiki pilot for a BSPkey opinion leader management project

Wikis capture unstructured and anecdotal information that would otherwise be lost