rules of engagement - 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?

2

Is Social Media Right for Pharma?

3

4

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

8

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

9

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

Getting StartedAsk Yourself…

WHY?

WHO?

WHERE?

WHAT?

WHEN?

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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

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

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

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

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

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

It’s OK to start small…dip your toes…

Photo Credit: iStock©2011 AdvanceMarketWoRx, LLC All Rights Reserved. www.advancemarketworx.com

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

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

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

36

J&J’s ChildrenWithDiabetes.com

37

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Hubspot ebook: 101 Marketing

Quotes

Best Practices

39

Questions?

40