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Philip Owens
Social Media in Pharma
o Are pharma companies wanting, capable of and allowed to have real, authentic and valuable conversations with their consumers (and customers?)
o Can they overcome the inherent environmental barriers?
o Can they manage the internal barriers?
o Do companies really want to be social?
Pharma Company
Consumer
Channels
Pharma Company
Consumer
Physician
Pharma Company
Consumer
Physician
Stakeholder
Milieu
Payer
Regulator
Influencer
Governor
Supplier
Pharma Company
Consumer
Stakeholder
Milieu Constraints
and codes
Legal
Medical
Regulatory
Pharma Company
Consumer
Stakeholder
Milieu Constraints
and codes
Cultural divide
Authority
Risk averse
IP and data
Regulated
Control Crowd
Risk taking
Emotion
Open
Uncontrolled
Fast
Pharma Company
Consumer
Stakeholder
Milieu Constraints
and codes
Cultural divide
Arousal
Over Arousal
Under Arousal
External Challenges to true ‘Social Media’ in Pharma
o Stakeholder Milieu
o Communication constraints and codes of conduct
o Cultural divide between Pharma and Consumer / Customer
o Arousal state of stakeholder
Internal Barriers
o Predefined processes not including social media concepts
o Established habits and relationships
o Buzz words and ‘politics’
o ‘Rational’ decision making
o How can you ‘prove’ ROI when you haven’t done it yet?
o Need for investment, headcount
o Gen Boomer versus Gen Next
Opportunities
o Consistency and authenticity in all communications (becoming truly social)
o Stakeholder and influencer mapping and management
o Exquisite target understanding and message matching o Creating message ‘stars’
o Channel Selection o What can you STOP doing? What can you start?
o Experiment / Invest o ROI can only ever be calculated after
o Quick win: Inbound o You can’t have a conversation until you really hear
them.
Message Stars ©
Scientific
Economic Political
Emotional Relational
Core Message
Arousal Theory©
Over Arousal
Under Arousal
Correct Arousal for behaviour change
Calming strategies
Arousing strategies
Changed behaviour in line with messaging
ROI?
o Current investment versus potential future o Advertising $250K
o Targets reached 5000 (population)
o 5% effect (new scripts, behaviour change) o 250 ‘hits’/$250K = $1000 per ‘hit’
o To measure social media o Cost of program $250K
o Targets reached 5000 (population)
o Hits / response 10% (new data)
o 5% effect (new scripts, behaviour change)
o Use social media to drive very specific concepts (savings cards) in pilots so it can be measured.
