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A comprehensive look at how social media could benefit the pharmaceutical industry, from a leading social media agency, Socialmedia.biz. Topics in the presentation include:- Social media overview - Corporate marketplace for social media- The rise of patient-driven health care and online patient communities - 3 areas for opportunity: corporate social responsibility; identifying sector influencers; creating a corporate wiki for knowledge sharing, archiving and management.
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Social media: Opportunities for pharma
What we’ll cover
Social media overview
Corporate marketplace
Rise of online communities
3 ideas
What is social media?
“Any online technology or practice that lets us share
(content, opinions, insights, experiences, media) and
have a conversation about the ideas we care about.
”
The numbers
Active blogs on the Internet: 25-40 million
Social networks: 2,900. 57% of Americans have joined a social network.
Active Facebook members: 200 million
Corporations with social media campaigns: 300+
Photos on Flickr: 3 billion
Daily Twitter messages: 6 million
YouTube = 10% of all Internet traffic
Reality check
World Internet users by region
Asia: 650 million
Europe: 390 million
North America: 246 million
Latin America/Caribbean: 166 million
Africa: 54 million
Middle East: 45 million
Australia/Oceana: 20 million
1.57 billion users worldwide
Source: Internet World Stats, February 2009http://internetworldstats.com/stats.htm
Bannerads
Searchads
Sponsorships
Radio
TV/magazine
Brandsites
Blogs
Chat/discussioncomments
Otherconsumers
0% 50% 100%
78%
63%
61%
60%
56%
54%
49%
34%
26%
Source: Nielsen, Oct. 2007
Who’s commanding trust?
Social media principles
Be human. Be aware. Be honest. Be respectful. Be a participant. Be open. Be courageous.
Photo illustration (c) 2008 AdWeek
“The wisdom of crowds does not resist expert opinion — only dependence on a single expert opinion.”
- The Wisdom of Patients:Health care meets online social mediaCalif. HealthCare Foundation, April 2008
Social sites leading the way
Top 15 brands, unique monthly audience (in thousands)
Nielsen/NetRatings NetViewTwitter growth: 1,350%
Conversation economy
Whenever someone opens a computer, 60% of time it’s for social reasons.
To succeed in this new world,companies must leverage social mediato have conversations with customers at scale.
Fortune 500 still at Web 1.0Mitsubishi Lancer Evolution’s site
Where the action is taking place
Wikipedia
Left Lane News
Lancershop.com
evolutionm.net
Left Lane News
Source: battellemedia.com
American Cancer Society
“In 2009, you canʼt build a $2 million destination site and use marketing muscle to drive traffic to it.”
- David NeffAmerican Cancer Society
American Cancer Society, Web 2.0
Create a space for ‘us’
morebirthdays.com
Leveraging sharing culture
Let’s turn to pharma & health care
Culture clash
Regulatory realities
Emerging communities
Ideas
Culture challengesPharma values
Risk averse
Heavily regulated
Closed, security-focused
Controlled access to data
Authoritative, heavily filtered
Remote voice
Long lead times
IP closely guarded
Marketing-dependent
Social media valuesRisk taking
Open to all
Transparent
Sharing culture
Wisdom of crowd
Personal voice
Rapid deployment
Open source
Marketing-suspicious
Hat tip to Len Starnes, Head of Digital Marketing, Bayer Schering Pharma
Regulatory challenges
In pharma, we can manage chronic pain.
We can manage once-fatal diseases.So we can manage adverse event regulations.
—JD Lasica
“Compliance and regulation should not be used as a shield against engagement and communication.”
— J&J’s top social media strategist
Regulation: real but manageable
Social media life in financial sector
She blogs like a regular blogger ...
Here’s howbut occasionally includes a disclaimer:
and clever use of url shortenersShannon’s tweets sometimes end like this:
Health care ecosystem
To thrive in the participatory era, pharma must engage with:
Patient communities
Physician (& pharmacist) communities
Social media influencers
Its own employees & internal champions
The evolution of Patient Power
1993: simple search and information gathering
mid-’90s: info sharing in forums and comments
1995-2006: Stand-alone portals, websites
2005 to now: small organized communities created by patients for patients
Patient-driven health care'Patient-driven' health care doesn't mean patients provide for themselves but that health care is not just marketed to them from above.
It means patients want to actively participate in the delivery and potentially the design of health care technology and treatment — if not directly then indirectly by capturing, producing, analyzing and sharing their own data, observations and experiences.
The tools bring much to the patient. There’s no reason they can’t bring as much, and more, to pharma and health care providers.
Patient communities
Patientslikeme.com
PatientsLikeMe is a social network of people with Lou Gehrigʼs disease (ALS), MS and other health conditions. People share very personal data on prescription drug histories, health conditions, side effects, what works and what doesnʼt work.
Patient communities
Founder Amy Tenderich: “The first thing I did was search on the Internet. When it came to reach out to people with diabetes there was nothing that felt real or personal. There wasn’t any place for patients.”
She adds: The users of social network health sites “are more than readers — these are community members who you interact with. People are intimate in a way they never would be on a site like WebMD, for example, which offers great information but feels impersonal.”
Diabetes Mine
Patient communities
Iʼm Too Young For This! Cancer Foundation is a national cancer advocacy, research and support organization working exclusively on behalf of survivors under 40. There are countless little-known sites that can be helpful to young cancer survivors, says founder Matt Zachary, and “Weʼre going to tell you about it.”
imtooyoungforthis.com
Patient communities
Founder John LeSieur tried to find online tools that could guide autistic children around the Web, but he couldn't find anything satisfactory. So he had one built, named it the Zac Browser For Autistic Children in honor of his grandson, and is making it available to anyone for free at zacbrowser.com.
Zone for Autistic Children
Patient community on Facebook
1. Acne 2. ADD/ADHD 3. Ear infections 4. Eye infections 5. Migraine 6. Bipolar disorder 7. Anxiety/social phobia 8. Infertility 9. Asthma10. Allergies
Top conditions Facebook users search for
Manhattan Research ePharma Consumer,no. 11, 2008
Patient communities
Founder Amy Gurowitz: “The focus of this blog moves between my MS Diary
(a common venue for those of us with this chronic questionable confusing conundrum that is MS) to the website I am developing (MS SoftServe, a place for people to learn about their own
disease without scaring themselves to death) and then what my life of learning experience is.”
MS-LOL: Life Of Learning
Social networking --> drug sales
Launched by Bayer HealthCare, evolved into a patient community.
12,000+ members200,000+ postsLed to increased global sales of Betaferon
MS-Gateway
Efforts by competition
SmithGlaxoKline’s
alliConnect is the official corporate blog for alli, the only
FDA-approved OTC weight loss product.
Notice the sponsorship of a networked cause for breast
cancer.
J&J bloggerMarc Monseau
Efforts by competition
JNJ BTW
Hundreds of reader comments on JNJ BTW & Kilmer house blogs since 2007. # of adverse events reported: 0
Physician social networksUSA
Sermo (75,000)Physician Connect (50,000)Student Doctor NetworkHealthevaRelaxdocSocialMDSosido (HC associations)Clinical VillageMedicSpeak
CanadaAsklepiosDoctorNetworking
EuropeDoctors.net.uk (160,000)Escanum (23,000)DocCheck Faces (5,000)ColiquioOnMedica
InternationalNew Media MedicineDoctorsHangoutDoctor.VG Tiromed
Source: Len Starnes, Head of Digital MarketingBayer Schering Pharma
/overview
So, if pharma must join the conversation,
how do we move forward?
Strategy to sandbox
Start with a strategy
Understand core values of social media“We went into it thinking of it as broadcast media and
within a few months we realized we were wrong.”
—Paula Drum, VP of Marketing, H&R Block
Create a sandbox for engagement
3 ideas
1. CSR campaign on Twitter & Facebook
2. Influence the influencers
3. Knowledge-sharing corporate wiki
1. Corporate social responsibility
A new narrative:Enabling citizen philanthropy
Corporate social responsibilityCrate & Barrel’s CEO sent 18,000 $25 gift certificates to their
customers on behalf of DonorsChoose.org.
Corporate social responsibilityCrate & Barrel not only received positive coverage but showed
a 12% increase in merchandise sales by gift certificate redeemers.
Find the right causeGlobal Hug Tour
2. Influence the new influencers
HealthTwitterers
3. Internal wiki
MedpediaWikiHealthWikiSurgerywikiCancerDiabetes WikiMacSurg WikifluwikiRads WikiDocCheck Flexikon wikiECG Pedia.org
Health wikis:
A model corporate wiki: Intel
A model corporate wiki: Intel
# of corporate secrets/unauthorized posts leaked outside the firewall: Zero— Josh Bancroft, founder of Intelpedia,
interview, May 7, 2009
Other ideas
Wellness campaigns
Storytelling with video
Thank you!
Twitter: @jdlasica
