creating synergies in marketing and market through innovative use of social networks; june 16 2009 ...
DESCRIPTION
Market Access Managers who work closely with key opinion leaders (KOLs) and influencers (physicians, patients, non-profit, advocacy groups, etc...) can benefit from social media. A 10-minute presentation that I delivered on June 16 2009 for The Canadian Institute.TRANSCRIPT
Creating Synergies in Marketing and Market Access Through Innovative
Use of Social Networks
Natalie BourréMarketing 4 Health Inc.www.pharmaceutical-marketing-coach.com
Drug Pricing and Reimbursement in CanadaJune 16 2009
Marketing & Market Access Best Practices
1. Develop market access strategy early.
2. Facilitate teamwork.
3. Be flexible and open to new ideas.
4. Share insights on the market.
5. Identify and engage with KOLs
Social networks …
A new set of tools to reach KOLs
Health 2.0 ;Social networks for healthcare
A natural conversation about healthcare within a group of trusted individual stakeholders
Just to name a few ….
1. 1. 1. 1.
For ongoing list, go to: http://www.doseofdigital.com/healthcare-social-media-wiki/ and http://health20.org/wiki/Health_2.0_Companies
Looking for Health Information is the 4th Most Popular Internet Information
Activity in Canada
Zamaria, Charles and Fred Fletcher. Canada Online! The Internet, media and emerging technologies: Uses, attitudes, trends and international comparisons 2007. Toronto: Canadian Internet Project, 2008.
We Trust a ‘Person Like Me’ and Doctors Almost Equally
2008 Edelman Trust Barometer
0%
10%
20%
30%
40%
50%
60%
Doctors or healthcare specialists Person like me
Ref.: 2008 Edelman Trust Barometer, http://www.edelman.com/news/showone.asp?id=175
Share similar diseases
9
Source: Forrester Inc. Research; blogs.forrester.com ─ April 22, 2009
Share similar treatments
Share similar causes
Others are rating pharma brands
(www.iguard.org)
Some are giving medical advice
Some are sharing tips on obtaining coverage
Canadian Doctors Engage in Social Media
Canadian doctors and social media
3%
10%
21%
48%
0% 10% 20% 30% 40% 50% 60%
Hosted an online web log or blog
Participate in online communities created specifically forphysicians (eg. Sermo)
Visit an online medical/health-related chat room ormessage board
Read medical/health online web or blog
Essential Physician 2008, n=500
Social Network Opportunitiesfor Market Access
1. Identify KOLs
2. Monitor
3. Engage (?)
Natalie BourréMarketing 4 Health Inc.www.pharmaceutical-marketing-
coach.com
Contact me on LinkedIn, Twitter (@pharmacoach), and FaceBook.
Join the
‘Pharmaceutical Marketing Coach’
Group on FaceBook,
LinkedIn and Ning.