Download - What should pharma use Social Media for
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Social Mediawhat should pha
rma do with it?
René van den [email protected]: renedigiredo
SMI Social Media in PharmaLondon, 26 January, 2011
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Lynn Perry
source: Charlene Li and Josh Bernoff, Groundswell, winning in a world transformed by social technologies, Harvard Business School Press, 2008
Lynn prostate cancer > metasteses to bone, lungs, epiglottisMDACC: $125 mln proton therapy cancer treatment center
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Waiting - but Lynn’s time is more precious that MDA’sDespite hospital rankings, patients walk away
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Waitin for the doctor seems to be everybody’s experience
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Example of opinions and experiences shared through the internet in all directions
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>500.000.000
>65.000.000/day
>35hr/min
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listen
and now we starting to learn how to deal with itfrom business perspective...
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listen
Link
and now we starting to learn how to deal with itfrom business perspective...
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listen
Link
and now we starting to learn how to deal with itfrom business perspective...
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engage
Link
Bayer’s Levitra
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engage
Link
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connect
Link
Alli of GSK, community and also on Facebook, Twitter and YouTubeBut are we really using SM to its full potential? Or can’t we?
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...are we? Reg are limiting SM use, how to extend to DMU’s?Attitude issue: glass half full or empty
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Social Media is the
catalyst for a
cultural revolution
Not only social, but digital media as a whole...and if this is too left-wing progressice fo you...
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Social Media is the
catalyst for a
cultural change
...let’s change the wording
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trendsproduct-technical innovation
generic pressurereputation pharma industry
The current situation for pharma
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0 20 40 60 80 100
Transparent and honest practice
Company I can trust
High quality products and services
Communicates frequently
Treats employees well
Good corporate citizen
Prices fairly
Innovator
Top leadership
Financial returns
reputation
source: Edelman Trust barometer 2010
Remarkable: Transparent and honest practice above High quality products and services
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trendsproduct-technical innovation
generic pressurereputation farma industrie
digital revolutionpower-to-the-people
communities & collaboration health 2.0
and off course the dgital revolution...resulting in health 2.0
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health 2.0
Search
Self-mgttools
Socialnetworks
source: The Past & Future of Health 2.0 | www.health2advisors.com
Health 2.0: the use of social software and lightweight tools to promote communication and collaboration between all stakeholders of the industrySelf mgt tools: personalize and analyze content and data
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Link
some examples
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Link
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Link
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health 2.0
user-generatedhealthcare
users connectingto providers
partnerships toreform delivery
data drivesdecision and
discovery
source: The Past & Future of Health 2.0 | www.health2advisors.com
Development of the healthcare industry:Health 2.0 = partnerships and collaborationQuestion: are we able to follow this trend?
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our needs
phyisiological
safety
belonging
self esteem
self actualization
respectconfidence
masteryfreedom
realize potential
familyintimacy
friendship
security of health, property, work etc
waterfood sex sleep
source: Wikipedia, Maslow’s hierarchy of needs
theory from way back: Maslow pyramid of needs in the 50’s of 20th century
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what motivates us?
Biological
Extrinsic
eat, drink, sleep, sex
reward & punishment
source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)
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Biological
Extrinsic
eat, drink, sleep, sex
reward & punishment
source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)
1950’s: Harry Harlow
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1950’s: Harry Harlow
source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)
Link
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what motivates us?
Biological
Extrinsic
Intrinsic
eat, drink, sleep, sex
reward & punishment
joy, happiness, passion
source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)
Numerous behavioural scientists have proven this: intrinsic rewards lead to better performance and satisfactionbut business has never adopted it
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what motivates us?
Autonomy
Mastery
Purpose
the desire to be selfdirected
the urge to get better at things
the desire to give purpose to what we do
source: Daniel Pink, Drive, the surprising truth about what motivates us, Canongate Books, 2010
Link
The 3 elements of true motivation
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Atlassian
Example: every quarter employees can work on any subject they like for 24hr, as long as they present their results during a fun meeting at the end of the 24 hr: the best products and solutions are developed during this 24 hrs
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generation yflexible work arrangements
recognition for a job well done
working in a great team
giving back to society through work
source: Sylvia Hewlett: The ‘Me’ Generation Gives Way to the ‘We’ Generation, Financial Times June 18 2009
This is what motivates the new workforce
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generation y>16 hours/week online
all members of online social networks
> 53 online friends
Aquaintences51%
Close friends11%
Online friends38%
and this is their online behaviour
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At home
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Work
but this is their experience at work
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At homeWork
so is this
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babyboomers vs gen y
16 9
For every 16 babyboomers retyring, there’s only 9 GenY to replace them
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How to get our business into the
21st century?
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enterprise 2.0communicationbusiness model
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enterprise 2.0
the use of emergent social software
platforms within companies, or between
companies and their partners or customers
“
“
source: Wikipedia, Enterprise 2.0
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enterprise 2.0
expertise location
corporate blogging
corporate wiki’s
internal community platforms
ideation
source: Wikipedia, Enterprise 2.0
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Andrew McAfee at SXSW 2010
enterprise 2.0
Link
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enterprise 2.0
knowledge sharing and retention
improvement internal communication
idea generation and innovation
experience with social media
crisismanagement
Δ culture
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communication
listen
respond
engage
socialize
comm. not exclusively for comm depts
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Brian Solis at SXSW 2010
communication
Link
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experienceco-creation
services
business model
innovative productscommodities
com
petit
ion
cust
omer
nee
ds
pricesource: Rob Halkes (Van Spaendonk Management Consultants), Pharma towards a new commercial model, personal communication
diffe
rent
iate
dge
nera
l
not r
elev
ant
rele
vant
low high
New business model: partnerships with HC stakeholders
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business model
HC service environment, focussing on patients’ needs
collaborative platform for HC stakeholders
grounded on up-to-date technological means and based on internet facilities
data drives decision and discovery
source: Rob Halkes (Van Spaendonk Management Consultants), Pharma towards a new commercial model, personal communication
experienceco-creation
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All of this thanks toSocial
Media?
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Δculture
empowermentengagement
bottom-up
UGC
collaboration
motivatepower2people
weE2.0
manager
interactive
wisdom of the crowdno control autonomy
purpose
mastery
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experiment & learngive up control
engage & collaboratebuild a strategy
rethink carrots and sticks
profit is more a catalyst than an objectivepharma: taking care of most important asset of people: their health
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Link
Lynn Perry died June 2009, donated his body to MD Anderson
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"In retrospect, all revolutions seem inevitable.
Beforehand, all revolutions seem impossible."
Michael McFaulUS National Security Council