how would google do pharma
TRANSCRIPT
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How Would Google Do Pharma?by John Pugh
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The Future…
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Adventures of a Social Media Explorer
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IamJohn MommaPugh
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What we tweet• Headlines that link to
approved press releases• Links to digital resources• Links to relevant media
articles• Dialogue, questions,
answers
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Why Boehringer tweet
Communications led initiative
Clear vision of stakeholders- Journalists
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ComparisonJNJ 14% Roche 15%Astra Zeneca US 18%
Types of followers
Media: Editors, writers, publishers: 38.4%
http://twitteranalyzer.com/June 2009
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Traditional PR
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“Boehringer Ingelheim (BI's) - the German pharmaceutical company - has just completed the first-ever full bore social media campaign touting the results of its RE-LY® study - "the largest atrial fibrillation (AF) outcomes trial ever conducted."
John Mack Pharma Marketing Blog
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200,906
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YouTube
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Content• 6 core components – mix of product,
environmental and educational information
• Department of health stroke strategy• NICE clinical guidance• Product edetail• CME programme• GMS contract information• KOL webcast on secondary stroke prevention
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Effect on sales
26752doctor interactions
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Effect on sales
15.2%increase in sales
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7% market growth
8% competitor growth
22% product growth
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How Would Google Do Pharma?
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R&D
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Pricing
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Self diagnosis
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• Free community
• Ad served• Premium
service
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Thanks