5 keys to implementing social media

AN EYE FOR SOCIAL MEDIAFrom Lab Throughout Lifecycle

Alex de Carvalho@alexdc

Alex de Carvalho @alexdc

@alexdcRx

I’m just a social media user ... and not

a guru, expert, or swami*!

(*The only Suomi in me is from my Finnish heritage)

Social media is ...

the greatest thing since sliced bread?

the latest shiny object?

or just business as usual?

Do not drive while texting

Images, blog posts, and online mentions of brands

displayed in this presentation do not necessarily

represent my views

SOCIAL MEDIA ADOPTION MATRIX

Not engaged Engaged

Aware

Not aware

Customer Dimension

Com

pany

Dim

ensi

on

from Traditional Media ... ... to Social MediaInstitutional Mediation

• Editing Process

• Publishing Process

• Time and Space Constraints

• Professionals with Degrees

Distributed Mediation

• Self-editing

• Updating, Sharing, Participating

• No Deadlines or Space Limitations

• Amateurs with Time

Individual Consumption

Broadcasting

Social Consumption

Engaging Communities

My BlogPodcasts

WikisForums

TV

Print

Radio

Social Networks

Social media tools are used by millions worldwide to share brand, product and service experiences

Social media is present in your marketing mix

whether you like it or not

And so you have been tasked with making a recommendation about the social web ...

Now what?

Which elements to address?

What about the line between communications and compliance?

What are the do's and dont's along the way?

Which virtual toolkits and resources to deploy?

Where’s the return?

@gapingvoid

BrandMonitoring

Strategy &Resources

Policies &Processes

CommunityManagement

Metrics &Measurement

Five keys to implementing social media

Companies often fail to listen

credit: @jowyang

In the social media communications lifecycle

The art of listening• Understand your customers and your community• See how and where your brands are mentioned

• Pinpoint customer satisfaction issues• Find out what really concerns physicians and

patients • What and where is the false information?• How are competing brands perceived?

• Reputation management• Competitive Tracking• Monitoring market trends

If markets are conversations ...

... Are you listening?

What are physicians discussing?

How do patients feel about your brand?

Who’s doing the talking?

Is the medical content accurate?

Is your promotional activity effective?

In what context are your brands mentioned?

Recent example: online mentions of Avandia

Social media searches show the activity

It’s a rising tide of mentions

Social media brand monitoring tools keep your team organized and on top of online mentions

The buzz on Herceptin increased FIVE FOLDS following publication of results in Breast Cancer treatment with Chemotherapy

A single article about Herceptin in Europe’s Lancet prompted reactions by many US physicians online

Pull mentions from blogs, videos, medical resources and forums, patient and physician social networksTrack specific topics, drugs, disease, therapeutic areasGraphs display daily mentions, rolling averagesExport weekly, monthly, or quarterly reportsSelect only the important results to assign further actionPost company responses on social sites like Twitter

Brand monitoring platforms

BrandMonitoring

Strategy &Resources

Policies &Processes

CommunityManagement

Metrics &Measurement

Five keys to implementing social media

Drug development from the lab to the market ...

How does the emerging social web affect my strategy?How can I align social technologies with my business goals?

Drug Discovery Pre-Clinical Clinical Trials Regulatory Review

Phase 1 Phase 2 Phase 3

ApprovedDrug

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Number ofcompounds

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Sales / Product Lifecycle

... and throughout the lifecycle

Which social channels should I use to reach my clients?How do I integrate social media into existing systems?

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Phase 1 Phase 2 Phase 3

ApprovedDrug

3+ years 3+ years 6+ years 1.5+ years

Number ofcompounds

Phase 4

New marketsExtensions

Sales / Product Lifecycle

Needed a BIG communications strategy

1 bn€

Drug Discovery Pre-Clinical Clinical Trials Regulatory Review

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@armano

The blockbuster model

Requires constant adjustment of strategy

Approval 1 Approval 3

Approval 2

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18 months 18 months 18 months

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credit: @armano

The specialty model

… allows you to constantly listen and adjust

credit: @armano

credit: @jowyang

With such a proactive model, only social media…

BrandMonitoring

Strategy &Resources

Policies &Processes

CommunityManagement

Metrics &Measurement

Five keys to implementing social media

socialmediagovernance.com

Guidelines define:

The personal use of social mediaOperational responsibilities for community managersHow to leverage specific social utilitiesHow to use the company’s trademarksEtc.

And not just guidelines. Business processes, too

Adverse reaction reporting processCustomer serviceHuman resourcesFalse informationCopyrights, patents, trademark infringementsCrisis management plan

BrandMonitoring

Strategy &Resources

Policies &Processes

CommunityManagement

Metrics &Measurement

Five keys to implementing social media

Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water.

You would need to go to where there is fresh water.

That's where the fish are.

Establish outposts on social networks

We all know Facebook is important to the “public”, but what about to physicians?

Physician Social Networking Survey

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• In July 2009 Medimix International designed a study to acquire a better knowledge of physician’s interest and perceptions of current options for social and professional networking across the world

• An online study was conducted among the following sample between May and July 2009

Are you a member of any of the following social networks?

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Facebook Clear Leader in Social Networking Market for Medical Professionals

43% of physicians are aware of medical-scientific networking sites; 39% visit those sites.

Physicians are more interested in “receiving”(more information / access to medical articles) rather than “sharing /publishing”.

High interest in being able to communicate andhave exclusive interaction with drug/treatment experts from partnering pharmaceutical companies (70%).

Results of social networking survey

Medical sites known by physicians

Worldwide community for physicians

How to connect with physicians in online communities?

Connect with peers across the world Post questions in discussion areas and forums Seek advice from Key Opinion Leaders worldwide Learn about conferences, see who else is attending

Update CME requirements Participate and learn through detailing

Participate in surveys, advisory boards, and research Get publications posted to a worldwide peer community

Marketing Research Advertising Paid Member Services eMarketing

Physicians

Pharmacists Nurses

Other HCPs

Pharmaceutical Companies

Financial Analysts

Other Healthcare Organizations

Medical Device Manufacturers

Biotech Firms

Community

Most important skill for a community manager?

1. Interpersonal skills2. Interest for technology

(a fearless tinkerer)3. Business acumen4. Medical knowledge /

credibility

Influence

Authority

Reputation

Credibility

Identity

Presence

The role of community management in social media

A Pandora’s box?ADVERSE REACTIONS: pharma fears open discussion / comments of customers

Very few posts have a reportable AR discussions – about 165 per day across entire pharma industry (Nielsen)Use social media as “canary in the coal mine”Implement social media monitoring, policy and AR reporting processes

What about patients online?

BrandMonitoring

Strategy &Resources

Policies &Processes

CommunityManagement

Metrics &Measurement

Five keys to implementing social media

There are lots of ways to measure

Measurement:

•Determining the volume and sentiment around a brand or topic in social media

•Driven by your strategic objectives

•It’s not just about the numbers

Consumer self-education Greater visibility in search resultsLower the cost of public relationsReach an enthusiast communityBecome preferred online source of informationLower cost communication toolInternal collaborationEmployee satisfactionResponsive to physician and consumer concernsetc.

What are your strategic objectives?

“In social groups, some people actively participate more than others… Social participation tends to follow a 90-9-1 rule where:”

90 - 9 - 1 rule of social participation

A single user may affect or “infect” many others

Quality of mentions and relationships, not quantity

BrandMonitoring

Strategy &Resources

Policies &Processes

CommunityManagement

Metrics &Measurement

Five keys to implementing social media

Drug Discovery Pre-Clinical Clinical Trials Regulatory Review

Phase 1 Phase 2 Phase 3

ApprovedDrug

3+ years 3+ years 6+ years 1.5+ years

Number ofcompounds

Phase 4

New marketsExtensions

Sales / Product Lifecycle

Policies and Processes

• Policies are driven by corporate

• Business processes are implementedby corporate and by business units

• Driven by corporate

• Making the business case

• Budgeting resources

• Mix of corporate and business units

• Deploying the resources

Strategy and Resources

Brand / Therapeutic Area Monitoring

• Comparing competitors

• Identifying influencers

• Finding the platforms

• Researching outcomes

• Developing the approach

• Entering the conversation

• Understanding physician discussions

• Identifying negative or false information

• Managing the community

• Measuring quantity and quality of conversation

Community Management

Metrics and Measurement

Keys to Implementing Social Media

@gapingvoid

Most images have been purchased from iStockPhotoIllustrations are credited to David Armano, Jeremiah Owyang, and Jake McKee. Follow them on Twitter @armano, @jowyang, @jakemckee“Cartoons on the back of business cards” are drawn by Hugh MacLeod, @gapingvoid on TwitterSwami image: http://www.flickr.com/photos/boskizzi/12103933/Social media is in your marketing mix image: http://www.flickr.com/photos/luc/1824234195/Markets are conversations image: http://www.flickr.com/photos/88543347@N00/80462964/Jellybeans image: http://www.flickr.com/photos/jspad/450848498/Any omissions in attribution are unintentional and will be fixed if and when they’re pointed out

Image credits

Alex de Carvalho @alexdc

@alexdcRx