rules of engagement - can pharma embrace social media
DESCRIPTION
Can Pharma Embrace Social Media? Social Media in Pharma July 12, 2011 Panel:Alex Butler, EMEA Marketing Communications Manager, Janssen Daisy Chhatwal, Senior Manager Regulatory Affairs, MedImmune Ellen Hoenig-Carlson, Founding Partner, AdvanceMarketWoRx Eileen O’Brien, Director of Search & Innovation, Siren InteractiveTRANSCRIPT
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Can Pharma Embrace Social Media?
Social Media in PharmaJuly 12, 2011
Panel:Alex Butler, EMEA Marketing Communications Manager, JanssenDaisy Chhatwal, Senior Manager Regulatory Affairs, MedImmuneEllen Hoenig-Carlson, Founding Partner, AdvanceMarketWoRxEileen O’Brien, Director of Search & Innovation, Siren Interactive
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Agenda
Is social media right for Pharma?
How can pharma get started in social media? What are the first steps?
Who in pharma is doing a good job of using social media?
What are some industry best practices?
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Is Social Media Right for Pharma?
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Traditional Model: Engage Physicians
Pharma
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Emerging Model: Engage Physicians & Patients
Pharma
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The Power of Social Media
1% Key Influencers
9% Sharers
90% Audience
Source: Jake McKee & 90-9-1.com6
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Cautionary Tale
KV Pharmaceutical Company launches Makena
The News“First and only treatment approved by the U.S. Food and Drug Administration (FDA) to reduce the risk of preterm birth in women who are pregnant with single baby and who have delivered a baby too early (preterm) in the past.”
OR
“Premature labor drug spikes from $10 to $1,500”- MSNBC
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Cost Storyline Pushed on Facebook
>1,200 Likes in a week
Widespread attention
Media frenzy
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A Trust Partner Lost
“…immediately cease and desist the use, distribution or publication of or reference to the March of Dimes name and/or logo on any materials or communications in connection with KV Pharmaceuticals.”
-Jennifer HowsePresident, March of Dimes
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A Teachable Moment
KV sent cease and desist letter to pharmacies
FDA announces: no enforcement action
U.S. Representatives respond
KV shares plummet
KV cuts price in half
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What is “Right” For Pharma
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Listen and learno Funnel adverse events via standard procedures
Offer value by creating “shareworthy” material, make it easy to share, let patients take it social
Social media is a tactic, not a strategy: should support marketing or organization goals
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Pharma SOCIAL MEDIAHow Can Pharma Get Started
Photo Credit: The Cournell Group
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Getting StartedAsk Yourself…
WHY?
WHO?
WHERE?
WHAT?
WHEN?
©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
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Ask Yourself…
For the sake of… What Company or Brand Objectives?How will we define success?• What will we measure?Why?
©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
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Ask Yourself…
• Which customers/patients? • How do they learn now? • Unmet health or info needs?
Consistent by segment?• Current media/SM usage?• Media/SM savvy?• Disease implications for SM?
Who?
©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
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Ask Yourself…
Which SM Platforms?Assess & prioritize across 7 factors:
1. Fulfills co./brand objectives2. Meets media/SM habits/savvy3. Disease Considerations4. Competitive Considerations5. Resources/skills needed to
establish 6. Resources/skills needed on-
going7. Fit with company values/risk
appetite
Where?
©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
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Ask Yourself…
• What will SM effort look like?
• Branded? Unbranded?
• Define: Value-add strategy Content strategy Frequency Interactivity ‘Ownership’ and Openness Voice
What?
©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
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Ask Yourself…
• Launch timing?• Go-to-market requirements?• Iterative? Continuous
learning…• Wise to ask: What if’s… Internal processes in
place? Back-up plans thought
through?
When?
©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
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Where?
Program Outline?
Timing & Roll-out?
Which SM Platforms?
Objectives?
Which Customers?
Continuous Learning is Key to the Spontaneity SM Demands
©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
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It’s OK to start small…dip your toes…
Photo Credit: iStock©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com
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Who is Doing it
Right?
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BioPharma Presence
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More than 40 channels on YouTube from biopharmacompanies on prescription drugs, unbranded disease awareness and companies
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YouTube Comments
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Comments can be turned off, allowed to go live immediately or sent for approval via email
Most biopharmacompanies choose not to accept comments and refer people to their other communication channels
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Pharma on Twitter
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Major Companies on Twitter
More than 55 biopharma Twitter accounts: company, disease awareness and branded Many using as PR vehicle, not necessarily interacting
with audience
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Johnson & Johnson
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Pfizer Corporate Account
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AstraZeneca Helps
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1st Brand Tweet: Levemir
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1st Pharma Tweetchat: #RXSave
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Pharma on Facebook
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Pharma & Facebook
Gardasil was first
Today, more than 40 biopharma pages for companies, brand and unbranded communicationsoClosed wall = 1
way
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Comments Allowed: New FB Policy
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Wall With Comments & Company Responses
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Pharma Online
Communities
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Biomarin’s PKU.com
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J&J’s ChildrenWithDiabetes.com
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Hubspot ebook: 101 Marketing
Quotes
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Best Practices
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Questions?
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