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“It’s not who attends your meeting, it’s who participates”
MEDICAL MEETINGS in the DIGITAL AGE
Padraic GilliganVice President, Industry Relations
MCI
Introduction
SOCIAL MEDIA 101
HOW TO USE … TWITTER
Expert?
Introduction
• Who am I?• Digital and Social Media – some background• Digital and Social Media in Pharma• Digital and Social Media – the power and the pitfalls• Digital and Social Media – before, during and after
the Event• ICEM 2012 – a case study on the power of digital
and social media• Final Story – Bathrobes in San Antonio
@padraicinohttp://padraicino.com
The Terminology
Digital in Pharma
“Pharma is about a thousand years behind everything else you see in consumer (marketing). Pharma has made progress but it is being held back by its own nervousness. If there is a conservative interpretation of the rules, and a very conservative interpretation of the rules and then an insanely conservative interpretation of them – Pharma will go with the insanely conservative one”
Pharma Insider quoted in PMGroup 2012 Digital Year Book
Yet Pharma has embraced the digital revolution:– Kai Gait, Digital Marketing Director at GlaxoSmithKline– Francesco Raimo, Digital Director at Life Healthcare– John Pugh, Director of Digital at Boehringer
Case Study: Syrum by Boehringer
“ … For (John) Pugh, it’s clearly about learning – both for pharma and those playing the game. Indeed, part of the rationale for a beta launch
is to allow players to shape the direction of the game, as he admits “we don’t know where it’s going to go, that’s the exciting thing about it – it’s
a very unpharma approach, it’s a more Silicon Valley approach”.
Paul Tunnah, Pharma Phorum
Syrum game is developed by global pharmaceutical company Boehringer Ingelheim with the aim to demonstrate the brand’s continuous commitment research and innovation, allow players to learn about the complexities of the drug development process and, most importantly, to make pharma fun!
Case Study: Care4Today by Janssen
• Website, Mobile App and Messaging Platform– Sends out reminders to patients re
medication, getting repeat prescriptions making appointments
Case Study: Diabetes Blog by Bayer UKI
“The annoying thing about the Bayer blog is that it’s really interesting … [but invisible] Dominic Tyler PME
Case Study: Pfizer’s Twitter campaign on Ageing
Digital & Social Media – The Power and the Pitfalls
Digital & Social Media – The Power and the Pitfalls
Digital & Social Media – The Power and the Pitfalls
Example: Sonesta Hotels
Social Media and Meetings/Events
Digital & Social Media – Before /During /After an Event
• Engagement BEFORE, DURING and AFTER
• Extension of the life of the meeting BEYOND the F2F event
• From passing to permanent• Paradigm Shift / Game Changer• New focus on content
Before …
During …
After …
MPI Research on Hybrid …
Bathrobes in Texas
