Reinventing the media: a new landscape for communications in pharma (Brussels 4th October 2012)

Brussels 4th October 2012 @DorisCasares / @AESEG_genericos

Reinventing the media: a new landscape for communications in pharma


Doris Casares / @DorisCasares

Communications and Public Affairs Director Spanish Generic Medicines Association (AESEG)

Brussels 4th October 2012





10 levels of intimacy in today’s communication



¿From 1.0 to 2.0 PR?



• 2014: Social Media platforms will be the first tool of Communications for 20% of the organizations (Gartner, 2011)

• SM reduce travel expenses in organizations between 10% y 50% (Outlook Accenture, 2011)

• Facebook has reached more than 50 million users in 4 years

• Health is the most looked up word in Google Spain

• 8 out of 10 Spanish internet users go online before going to the doctor almost half of them consider it “reliable info” (Pfizer Spain, 2010)

Key Figures 2.0



Why Pharma does not use the SM?



“How am I going to start something that might disappear soon?”

Fear to Unknown



“Why changing something that is working ok?”

Fear to Change



“What if someone says something bad of me?”

Fear to Fail



“Social Media platforms are thieves of my time”

Fear to personal management



With a special legal and ethic frame…

A conservative and high regulated landscape



… but NO anyhow or anyway!

Are we in the Social Media?



Strategy is the key



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CommunicationsSocial media is having a great effect on the way people communicate, and organizations need to find a way to monitor and measure digital interaction to ensure increased understanding and communication effectiveness

InfluencersWe need to evaluate influence: which sites do people pay attention to and who is behind them?

Relationships countIt’s who you know, not what you know: this formula for business successs is amusingly exaggerated, but even so, as with classic media relations, relationships count

Going forwardEarly flags of risk sometimes show in social media before they hit in the mainstream (ie. Egypt, Libia, earthquaque in Japan)

MonitoringThrough effective evaluation of what is happening online, organizations will learn when and how to interact

Why Social Media and web 2.0?





PÚBLICOS INTERNOS

Asociados y asociados adheridos AESEGPotenciales asociados

Asociación Europea EGASector Farma

PÚBLICOS INTERNOS

Médicos – HospitalesFarmacéuticos – Farmacias

Autoridades – Ministerios y CCAAInstituciones – Eurodiputados

Opinión pública – MM.CC

48AESEG offline strategy: En genérico



AESEG evolution: from 1.0 to 2.0



Content Community Conversation Constancy Measure

SHARE & LISTEN

What are the principles of SM?



AESEG Report on the Knowledge, Use and Evaluation of Generic Medicines in Spain











AESEG 2.0 Communications 2011-2012



AESEG Communications 2.0 landscape

Communication Channels @aeseg_genericos y @engenerico

. Main reference in the pharmaceutical Spanish and EU market for generics

. Main influencers in the Health blogsphere in Spain

. Frequency and rythm of publications (2-3 times a week)

. New formats (video, podcasts, interviews, etc)

. Listening and sharing with our community

. Facebook profile linked to @engenerico

. Linkedin groups and foros in Spain and EU

. Involving our associates within AESEGs comunicactions 2.0.

. Training workshops for pharmaceutical companies and stakeholders

. Public Affairs net of influencers



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Website + Log

Daily news

Creating Brand

Experiences

Sharing perceptions

What is a Blog?



• Following the Strategy offline• Monitoring our Brand• Creating our Profiles in the SM landscape• Managing and Updating our Profiles • Generating Reports on a daily basis

Defining our Social Media Strategy





57Why Social Media and web 2.0?



Klout: The Standard for Influence



58Twitter as a Communications Channel



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MMCC Administración Agentes Sector

Our followers @aeseg_genericos



60Our followers @engenerico



62Most popular tweets @engenerico



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the hashtag # genéricosue obtained nearly 500 tweets and more than 700.000 impressions (duplicates have been removed, irrelevant, no-links and spam). the scope reached nearly 80,000 Twitter users.

Hashtag reach #genéricosUE - May 30 2012Total tweets and prints



#genéricosUE gets nearly 600 mentions during the day. Two major peaks observed in the mid morning and mid afternoon.

Hashtag reach #genéricosUE – Madrid, May 30th 2012



Like the first slide, two peaks are observed corresponding to mid morning and mid afternoon (CCAA and Social Media Pharma issues)

Hashtag reach #genéricosUE - May 30 2012Tweets and users rate



The image shows the most relevant tweets (most mentioned and most retweeted) during the event

Hashtag reach #genéricosUE – Madrid, May 30th 2012Most relevant terms and tweets at #genericosUE



As can be seen in the image, the label used was the most proposed hashtag of the day

Hashtag reach #genéricosUE - May 30 2012Most used keywords during event



61Most popular tweets @aeseg_genericos



The most active profile throughout the day was that of @ aeseg_genericos with 88 tweets

Hashtag reach #genéricosUE - May 30 2012Most active participants



Distribution of users and their contribution to the hashtag during the day. This turns to see the relevance of the account @aeseg_genericos

Hashtag reach #genéricosUE - May 30 2012Distribution of participants









Pinterest: pinning our images and videos











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Fuente: www.marketingdirecto.com

According the latest reports 78% of consumers take their decission after having gone online

From consumer to an adprosumer era, a consumer-producer-presciptor-promoter of his own products and lovemarks

It is expected for the end of 2012 more than 800 million active users of Social Media platforms in the world

Why Communications 2.0?



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What came first: the Social Media revolution or the change of our society?

What’s my main purpose with the Social Media?

Am I integrating strategically my offline communications with my online communications?

To end up…



Doris Casares, Director of Communications and Public Affairs AESEGTwitter: @DorisCasaresEmail: [email protected]: http://www.linkedin.com/in/doriscasares Blog: www.engenerico.com

Health & Medicine

Reinventing the media: a new landscape for communications in pharma (Brussels 4th October 2012)