Can Pharma Embrace Social Media?
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Transcript of Can Pharma Embrace Social Media?
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
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?
3
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Traditional Model: Engage Physicians
Pharma
5
Emerging Model: Engage Physicians & Patients
Pharma
The Power of Social Media
1% Key Influencers
9% Sharers
90% Audience
Source: Jake McKee & 90-9-1.com6
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 Howse President, 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
12How Can Pharma Get Started
Photo Credit: The Cournell Group
Getting StartedAsk Yourself…
WHY?
WHO?
WHERE?
WHAT?
WHEN?©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
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.
Ask Yourself…
• Which customers/patients?
• How do they learn now? • Unmet needs?
Consistent by segment?• Current media/SM
usage?• Media/SM savvy?• Disease implications for
SM?
Who?
©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
Ask Yourself…
Which SM Platforms?Assess & prioritize across
7 factors:1.Fulfills brand objectives2.Meets media/SM
habits/savvy3.Disease Considerations4.Competitive
Considerations5.Resources needed to
establish 6.Resources needed on-
going7.Fit with company
values/risk appetite
Where?
©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
Ask Yourself…
• What will SM effort look like?
• Branded? Unbranded?• Define:
Value-add strategy Content strategy Frequency Interactivity ‘Ownership’ and openess Voice
What?
©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
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.
Why?When?
Wha
t? Wh0?
Where?
Program Outline?
Timing & Roll-out?
Which SM Platforms?
Brand Objectives?
Which Customers?
Continuous Learning is Key to the Spontaneity SM Demands
©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
It’s OK to start small…dip your toes…
Photo Credit: iStock©2011 AdvanceMarketWoRx, LLC All Rights Reserved.
Who is Doing it Right?
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BioPharma Presence
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More than 40 channels on YouTube from biopharma companies on prescription drugs, unbranded disease awareness and companies
YouTube Comments
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Comments can be turned off, allowed to go live immediately or sent for approval via email
Most biopharma companies choose not to accept comments and refer people to their other communication channels
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
Best Practices
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Questions?
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