Overcoming Our Social Challenges - Getting Started with Social Media in Biotech/Pharma

OvercomingOur Social Challenges

Shwen GweeLead, New Media CommunicationsVertex Pharmaceuticals

Boston Biotech MeetupOCT 27th, 2009

Disclaimer

• The opinions and ideas expressed in this presentation arestrictly my own and may not be screened by my employer.

• Everything mentioned or presented is strictly my personalopinion and does not necessarily represent the views ofVertex Pharmaceuticals.

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Image by: Monkey Works Illustration

What is Social Media?

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Social Media is…

• Online content created by people using highly accessibleand scalable publishing technologies.

• A shift in how people discover, read and share news,information and content.

• A fusion of sociology and technology, transformingmonologues (one to many) into dialogues (many to many)and is the democratization of information, transformingpeople from content readers into publishers.

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Source: Wikipedia, July 26, 2009

Social Media is…

• Online content created by people using highly accessibleand scalable publishing technologies.

• A shift in how people discover, read and share news,information and content.

• A fusion of sociology and technology, transformingmonologues (one to many) into dialogues (many to many)and is the democratization of information, transformingpeople from content readers into publishers.

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Source: Wikipedia, July 26, 2009

• A social trend in which people use technologies to get thethings they need from each other, rather than fromtraditional institutions like corporations

A.K.A. “Groundswell”…

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Source: Charlene Li, Co-Author of Groundswell, 2008

A Move Away from Traditional Broadcasting

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Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), July 2009

We Tend To Start Here…

Source: Brian Solis, PR 2.0 Blog (Conversation Prism: http://www.briansolis.com/2008/08/introducing-conversation-prism), August 2008

But It’s Not Just A Technological Evolution…

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evolution

…or is it?

Adapted from: Ashleigh Brilliant (http://www.ashleighbrilliant.com)

It’s Also A Cultural Revolution

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SHIFT Happens…

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Shift Happens

• A cultural shift from…

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FROM TO

PUSH Broadcasts PULL Content

Monologue Conversation

Individual Consumption Group Participation

Sales & Marketing Pitch Authenticity/Transparency

Attracting Publicity Pursuing Interaction

Why You Need To (Give a) Shift

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Authentic Interaction

Genuine Engagement

Trust

Influence

Models of Influence Are Changing

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Strategic Conventions Are Changing

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Relationships Are Changing

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Image by: d70focus on Flickr (http://www.flickr.com/photos/23905174@N00/2061329074), July 2009

So…Why Is This Important?

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There is no simple or quick solution.But the way forward calls for all stakeholders –institutional and individual – to build trustingrelationships, participate actively and assumeresponsibility – that is, engage.

Edelman Health Engagement Barometer, OCT 2008

Trust and Authenticity Matter

12%

19%

19%

26%

30%

53%

58%

67%

16%

25%

26%

30%

37%

61%

68%

71%

Frequent contact

Collaboration

Shared purpose

Personalized interaction

Long -term commitment

Satisfaction

Authenticity

Trust

Health Info -entials

Adults

Trust is Most Important Factor in Health Engagement

Thinking about the engagement you want to have with companies and organization involved in health,which characteristics of that engagement are most important to you?

Source: Edelman Health Engagement Barometer, December 2008

With which of the following do you typically share information or opinions about health issues?

The Most Trusted Health Sources Are Relationship-Based

People We Know Are People We Share With

Source: Edelman Health Engagement Barometer, December 2008

Internet Is Most Turned to Resource for Health Info

62%

65%

39%

5%

3%

17%

20%

21%

17%

0% 10% 20% 30% 40% 50% 60% 70%

Other

Radio

Television

Print newspaper article(s)

Books

Magazine(s)

Family / Friends

Health care professional

Online

In the past 12 months, what resources have you used to obtain information on a health-related question or concern? Please select all that apply.Base: All Qualified and Non-Qualified Respondents (n=8,200)

Resources Used to Gather Information on a Health Question/Concern

Source: Google Health Study by Harris Interactive

Consumers More Satisfied with Health Info from the Internet

Source: Manhattan Research Cyber Citizen Health v7

Patients Are Taking Charge of Their Own Health

Even the CDC is Doing it…

But Most Importantly…

Source: Bill Tancer, Time.com, http://www.time.com/time/business/article/0,8599,1678586,00.html, October 2007

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So…How Do I Get Started?

1. Listen and Learn

• Subscribe to blogs and read regularlyWithin Pharma/Healthcare: EyeOnFDA.com, Pharma Marketing

Blog, Path of The Blue Eye Blog, IgniteBlog, JNJBTW, etc.Outside Pharma/Healthcare: ChrisBrogan.com, Web-

Strategist.com, Altimeter Group, Logic+Emotion Blog, etc.

• Use (free) tools to monitor trends and corporate brandTwitter, Google Alerts, Google Trends, Technorati, TechMeme, etc.

• Read industry whitepapers and research studies, participatein webinars, read books...

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2. Join the Conversation Become an Anthropologist

• Rate, vote, or review content/products (e.g. Digg, etc.)• Comment on blogs, podcasts, videos, etc.• Join and learn culture/etiquette of social platforms

Twitter, LinkedIn, Facebook, Plaxo, YouTube, etc. SocialPharmer.com, IAmBiotech.org

• Attend “live” meetings/gatherings and conferences Grassroots

• PodCamp, MeetUps/TweetUps, Social Media Breakfast• SocialPharmer Unconference, HealthCamp, BIL:PIL, etc.

New/Social Media Industry• Web 2.0, BlogWorld, SXSW, 140Conf, TEDMED• Digital Pharma, ePatient Conference, Health 2.0, etc.

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3. Demonstrate, Educate, Facilitate

• Educate your team… And educate key stakeholders- Try brown-bag lunches, KOL presentations, vendor demos, etc.- Demonstrate new platforms and have lots of Q&A

• Become an internal social media evangelist and look forothers with similar interests (“Birds of a Feather”)

• Identify potential “champions” for future pilot programs androllout advocates

• Make sure upper management and execs hear about it andattend/support Get buy-in!

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4. Stop Talking Start Acting

• Start small, start internally Develop pilot experiments and grow stakeholder experience and

comfort in using various platforms

Pilot programs = Proof of concept

e.g. Yammer, SocialCast, WordPress, etc.

• Get legal, regulatory, execs, IT, etc. involved Form working group or Social Media “Committee”

• Work with internal stakeholders to develop corporate socialmedia policy/guideline

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5. Put Someone Important In Charge

• Preferably:

Director and above (higher is better)

Ideally, with experience or interest

Understands legal and regulatory framework

• Should be housed within group that can influence and alignstrategy (e.g. commercial group)

• Should be a significant or entire part of the person’sobjectives (not a BTW experiment)

• Should have access to appropriate resources, includingexecutives and agencies

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So…What About Legal/Reg Concerns?

The Big Three

• Adverse Event Reporting

• Off Label Discussions

• Fair Balance

Source: Melissa Davies (Nielsen), Listening to Consumers in a Highly Regulated Environment White Paper, August 2008

1. Work with Legal, Regulatory, etc…

• Develop a general Social Media Guideline• Determine an SOP for each platform• Develop an escalation/response process for each strategy

Or just start withone guideline for asingle platform

Source: David Meerman Scott, WebInkNow Blog, http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html, December 2008.

Social Media Guideline/Framework

TwitterSOP

FacebookSOP

YouTubeSOP

BlogSOP

MySpaceSOP

LinkedInSOP

2. Treat Social Media Like Traditional Media

• Abide by FDA, OIG, SEC, PhRMA Guidelines, etc.• Don’t do anything you wouldn’t do normally (i.e. content)

– How do you report AE’s now?– Is fair balance in the appropriate places for the platform used?

• Consider the following categories when developing a SocialMedia Guideline/Policy

INTERNAL EXTERNAL

CORPORATE Internal CorporateCommunications

External CorporateCommunications

EMPLOYEE Internal EnterpriseCollaboration

External EmployeeEngagement

• Build on existing company “Code of Ethics” and/or “Internetand Email Policy”

Resources for Employee Engagement Policies

• IBM Social Computing Guidelines http://www.ibm.com/blogs/zz/en/guidelines.html

• BestBuy (Social Media) Participation Guidelines http://bbyconnect.appspot.com/participation_guidelines

• Intel Social Media Guidelines http://www.intel.com/sites/sitewide/en_US/social-media.htm

• Comprehensive List: SocialMediaGovernance.com http://socialmediagovernance.com/policies.php

3. Be Willing to Compromise and Adapt

Source: Marc Monseau, JNJBTW Blog http://jnjbtw.com/2008/10/healthcare-companies-and-the-social-web, October 2008

And so what we have ended up doing in many cases is takesome small steps to get more comfortable with gettinginvolved.We are also making sure we have processes in place tohandle adverse event reports and that we have responsiblepeople involved who can respond quickly to questions.At the same time, [ these projects ] are giving us somegreat experience

Marc Monseau (Editor, JNJBTW.com)

4. Set Expectations Explicitly (For Your Audience)

• Establish “rules of engagement” so audience will know yourintentions, limitations, and what to expect e.g. JNJBTW.com and GSK’s More Than Medicine Policies

– All comments will be reviewed before posting– Comments that don’t directly relate to the

Company or to topics covered on this blog won’tbe posted

– Some comments may be forwarded … for follow-up as appropriate

– We generally won’t post comments about productsthat are sold by the Johnson & Johnson operatingcompanies

– Johnson & Johnson and its operating companieswork within highly regulated industries•Comments that pertain to ongoing legal mattersor regulatory issues are unlikely to be posted

– Further information about our policies…can befound in our Privacy and Legal Notice

5. Evolve and Grow

• Meet regularly and review responses and processes• Be prepared to update or develop new policies/guidelines based on

what you learn and experience• Work to change mindset:

“No, because…” “Yes, if…” Source: Monte Lutz (Edelman), The Social Pulpit, http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit, February 2009

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So…What Strategies Can We Use?

Example: AHT Group SM Strategy Framework

Source: Advanced Human Technologies Group, http://ahtgroup.com/services/social-media-strategies, October 2009

Start Here

The POST Process (from Groundswell)

Source: Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008

POST

People Assess your customers’ social activities

Objectives Decide what you want to accomplish

Strategy Plan for how relationships with customers will change

Technology Decide which social technologies to use

People: Ladder of Participation

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Publish a blog/PodcastPublish your own Web pagesUpload video you createdUpload audio/music you createdWrite articles or stories and post them

Post ratings/reviews of products/servicesComment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki

Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online

Maintain profile on a social networking siteVisit social networking sites

Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews

None of the above


People: Social Technographics Profile

http://www.forrester.com/Groundswell/profile_tool.html


People: Other Sources of Customer Data

• Research data

Market research data (AAU, Media Habits, etc.) andsegmentation studies

eHealth and ePharma research• Manhattan Research (consumer and HCP)

Social Media Research• Forrester, Pew/Internet American Life Project, Universal

Mccann, Edelman Health Barometer, eMarketer, etc.

Sample Corporate Objectives

• Rapid dissemination/response tool I.e. Crisis management

• Monitoring & awarenessCorporate/Brand/Product/Disease

• Brand/Message “testing” i.e. virtual “focus group”

• Market research & customerfeedback• Recruiting and HR• Customer connections/advocacy• Groundswell through personalized

and “humanized” channels

• Knowledge management• Rapid sharing & dissemination• Executive & senior leadership

visibility• Training & development• Internal alignment & collaboration• Peer and social/informal learning

(especially for field teams)• Social interaction/connection• Corporate “kumbaya

ExternalInternal

Social Media Objectives (from Groundswell)


Objective DescriptionListen Monitor your customers’ conversations

Engage Participate in 2-way conversations

Energize Make it possible for customers to help you andeach other

Support Support customers and enable them to supporteach other

Embrace Help customers work with each other to come upwith ideas to improve products/services

Strategies: Key Considerations

• Overall Strategy Does this fit into the overall brand or corporate strategy/mission? Knowing my audience, what value can I bring to them?

• Resources Who are the assigned resources for ensuring regular review and

response to this initiative and for how long? Do we have a SOP and response plan in place for this?

• Metrics and Analytics How do we measure and/or monitor the ongoing effect, overall

impact, and success (ROI/ROO) for this program? Who is responsible for the data/information that is generated from

this initiative? Who else needs to see it?• Upgrades and Termination

Who is responsible for updates/upgrades to the project ORterminating project, if not updated.

Strategies: Social Participation by Disease States

Source: Josh Bernoff (Forrester Research Inc.), How To Create A Social Application For Life Sciences Without Getting Fired , April 2009

The Disconnected includesthose unlikely to be social orseek fellow disease sufferers.

Connectors Who Don’t Careincludes people who willconnect but not about theirproblems.

Lonely Fellow Sufferersincludes those who couldbenefit but don’t share online.

Misery Loves Companyincludes the people whobenefit most from socialapplications.

Strategies: Adapt to Corporate Risk Tolerance

Source: Sarah Larcker (Digitas Health), Digitas Health Social Media POV, http://www.slideshare.net/slarcker/digitas-health-social-media-pov, October 2009

Strategies Tactics

Source: Sarah Larcker (Digitas Health), Digitas Health Social Media POV, http://www.slideshare.net/slarcker/digitas-health-social-media-pov, October 2009

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Social Pharma

Social Pharma:

Virtual Walk application (in partnership with Crohn’s and ColitisFoundation of America)

Shire

Fan Pages for: Latisse, Lap-BandAllergan

Company Program(s)Merck Gardasil / HPV

Johnson & Johnson ADHD Moms, ADHD Allies, Acuminder

Novo Nordisk Young Voices in Diabetes

Novartis Live Life Beautiful, On-The-Go Women (Reclast), Novartis Clinical Trials

Bayer Healthcare Strong@Heart

Abbott I Stand With Magic, Labs are Vital

EMD Serono/Pfizer MS Champions

Schering Plough Don’t Blow It game (Nasonex)

Comprehensive List: Dose of Digital Blog – http://bit.ly/DODwiki

ADHD Moms Facebook Page

Social Pharma:

Corporate Channel Abbott, AstraZeneca, Bayer, Boehringer Ingelheim, GSK,Johnson & Johnson, Novartis, Sanofi Pasteur

Comprehensive List: Dose of Digital Blog – http://bit.ly/DODwiki

- Realize Band: Patients stories focused on Realize gastric band for weight lossJ&J (Ethicon Endo-Surgery )

- Employee videos focused on recruitmentGenentech

- Parkinson's Matters: Parkison’s Disease focused education

- Stoke Prevention Channel: Stroke prevention focused education

Boehringer Ingelheim

- In Bed Info - ED awarenessBayer Schering Pharma

- My Asthma Story: Symbicort focused patient stories (UGC)Astra Zeneca

- TevaNeuroHealth: Parkison’s Disease focused educationTeva

- Go Insulin - Type 2 diabetes focused patient storiesSanofi Aventis

Company Program(s)

Novartis - Flu Flix: Competition from 2007, 800k views for intro video alone

- Excedrin express gels - UGC video contest

- Novartis Clinical Trials

Symbicort: My Asthma Story YouTube Channel

Social Pharma:

Types of Tweets PharmaCo’sSpeedlinking / Auto-updates SanofiAventisTV

News Updates / CorpComm Amgen, Genentech, Novartis, Pfizer, Sanofi Pasteur

Engaging and Energizing* AZ, Boehringer, GSK, JNJ, Roche

SpecializedPromotional: Race with Insulin (Novo Nordisk)CT Recruitment: Novartis TrialsArt Competition LlyOncOnCanvas (Lily USA)

*Includes: ReTweeting, linking to other (non-company) resources, engaging in conversation, expressing gratitude, etc.

Start of Twitter Activities

Nov Dec Jan Feb Mar Apr May

2008 2009

@Boehringer@Novartis

@JNJComm@Roche_com

@AstraZenecaUS @Amgen@GenentechNews@GSKUS@SanofiAventisTV

June July

@SanofiPasteur @Pfizer_news@AstellasUS

@NovartisTrials

Aug Sep

@LlyOncOnCanvas

Race With Insulin Twitter Feed

Social Pharma

Platform CompaniesNovo Nordisk “Voices of Diabetes”AstraZenecaMerckNovartis “CF Voices”Johnson & JohnsonValeant (Epilepsy)Centocor “MyInnerstate”

Johnson and Johnson, GSK, Centocor (defunct)

Cephalon, Novartis, EMD Serono, Genomic Health

– GSK “MyAlli Circles”– Johnson & Johnson “Children With Diabetes”– Novartis “CML Earth”– Novo Nordisk “Juvenation”

PatientTestimonials

Blogs

Widgets

SocialNetworks

Juvenation: Social Network for Juvenile Diabetes

CML earth: Social Network for CML*

*Chronic Myeloid Leukemia

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Finally,10 Things

to think about while having drinks…

It’s NOT a magic pillor the holy grail

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It will only serve to amplifyNot rectify

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It humanizes your corporate brandAct like a human

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It’s a commitmentNot a campaign

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Your biggest investment will beYour time & resources

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It does not replace face-to-faceIt enhances and supplements it!

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Time to stop convincingTime to start compelling

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Bring booze to the partyDon’t be a mooch

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Empower your audienceAnd earn their trust

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SetExpectationsXplicitly

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We try never to forget that medicine is for thepeople. It is not for the profits. The profitsfollow, and if we have remembered that, theyhave never failed to appear. The better we haveremembered it, the larger they have been.

George W. MerckAddress to the Medical College of Virginia, Richmond (1 Dec 1950)

~ Thank You ~

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Twitter: @shwenEmail: [email protected]

www.SocialPharmer.com

Health & Medicine

Overcoming Our Social Challenges - Getting Started with Social Media in Biotech/Pharma