Social Media in Pharmaceuticals Masterclass14 04
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Transcript of Social Media in Pharmaceuticals Masterclass14 04
Social Media in PharmaceuticalsMasterclass14th April 2010
Healthcare engagement in a digital world
WELCOME
Your masterclass leaders
Daniel GhinnDirector of Digital Engagement, Creation Healthcare
Paul GrantHead of Strategy Implementation, Creation Healthcare
Masterclass Agenda• 9.00 Registration and Coffee • 9.30 Introduction to social media in pharma
• 10.15 Social media platforms for pharmaceutical companies
• 11.15 Morning Coffee • 11.30 Social media concepts for pharmaceutical companies
• 12.30 Lunch • 1.30 Special considerations for pharmaceutical companies
• 2.30 Applying what you have learned
• 3.15 Afternoon Tea • 3.30 Defining your social media engagement strategy
• 4.30 Your questions answered • 5.00 Close of Masterclass
Welcome
• Who are you?• Why are you here?• Your expectations, hopes & outcomes?• What was your most recent social media
experience?
Healthcare engagement in a digital world
INTRODUCTION TO SOCIAL MEDIA IN PHARMACEUTICALS
What is social media, and why does it matter?
What is social media?
• Digital media enabling social interaction between people
• 2-way conversations• Sharing• Community
Where issocial media happening?
• Blogs• Microblogs• Open social networks• Targeted social networks• Media & content sharing platforms
Healthcare engagement in a digital world
WHY DOES IT MATTER?
message
person
person
Traditional media
person
person
Media release issued Traditional media respond by interpreting & commenting on story
Traditional media only
person
person
offline & online mediaperson
person
person
Message is embedded in the digital media community.Listening to & speaking the language of the community
Offline media respond to digital community activity with strong ‘cause’ message. Media coverage adds to digital community effect.
Community interacts and takes ownership of message
person
person
message person
person
person
person
Social media integrated with traditional media
‘Hypermiling’ with Toyota IQ
What is social media NOT?
• An end in itself• A strategy• A magic bullet
Healthcare engagement in a digital world
SOCIAL MEDIA IN HEALTHCARESome examples
Healthcare engagement in a digital world
Healthcare engagement in a digital world
Healthcare engagement in a digital world
CONNECTING IT TOGETHER:JOHNSON & JOHNSON (CORPORATE)
Some examples
Healthcare engagement in a digital world
SOCIAL MEDIA PLATFORMS FOR PHARMACEUTICAL COMPANIES
Creating a movement
Community Cause
Collaboration
Conversation Credibility
Content
Competition
Build your own or join a network?
Simply4doctors.co.uk:AstraZeneca’s resource for doctors & primary care nurses in the UK
Doctors.net.uk:Independent network for doctors in the UK, with over 170,000 members
doctors.net.uk: opportunities for engagement
doctors.net.uk: engaging targeted network
Choosing a social media platform
• Who do you want to engage?– Why?– What do you want them to do?
• Do they currently use social media?– How?
• How will you measure success?
Healthcare engagement in a digital world
BREAK
Healthcare engagement in a digital world
SOCIAL MEDIA CONCEPTS FOR PHARMACEUTICAL COMPANIES
Concepts for engagement
Creation Interactive’s Discovery Methodology for informed engagement strategy
Discover
Determine
Define
Direct
Design
Develop
Deploy
Discover
Determine
Define
Direct
Design
Develop
Deploy
Listening to conversations
• Search• Alerts• ‘Buzz’ monitoring and analysis
ListenIdentify platforms
Encourage engagement
Measure results
Social media search: socialmention
Twitter alerts: SocialOomph
Twitter alerts: SocialOomph
Social media monitoring: Radian6
Mentions of ‘stop smoking’
Media types analysis (Radian6)
Media types by conversation keyword
‘stop smoking’ Champix
Analysing conversation detail (Radian6)
Engaging stakeholders & patients
ListenIdentify platforms
Encourage engagement
Measure results
Measuring results
ListenIdentify platforms
Encourage engagement
Measure results
Social media insight tools
Healthcare engagement in a digital world
LUNCH
Healthcare engagement in a digital world
SPECIAL CONSIDERATIONS FOR PHARMACEUTICAL COMPANIES
Regulatory compliance
• What are the primary regulatory factors to consider when planning social media in your markets?
• From a regulatory perspective, what risks are associated with social media?
Engaging your regulatory colleagues
• How is social media engagement affected by regulatory compliance?
• What are the risks?• How and when should you involve colleagues
from legal & medical in your social media strategy?
International health consumers
Healthcare engagement in a digital world
APPLYING WHAT YOU HAVE LEARNED
Achieving your goals
• What are your goals?• How can social media help you achieve your
goals?
Healthcare engagement in a digital world
BREAK
Defining your strategy• Discover:
– What do you need to know?– What will you measure?
• Determine:– How will what you measure affect your strategy?
• Define:– Outline the strategy
• Direct:– Which internal colleagues will play a role in the strategy’s success?– How will you ensure colleague ‘buy-in’ to the strategy?
• Design / Develop / Deploy:– What steps will you take to implement the strategy?
• Discover:– What will you measure to ensure maximum engagement?– How will you measure results against business objectives?
Your questions answered
What next?
• Your feedback• More questions?