social media presentation - 2012 epharma summit

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The pharma conundrum

Mike Myers @mikermyerswww.palio.comwww.pharmapps.com

It all works because of connectivity

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“We don’t have a choice on whether we do social media, the question is how well we do it”- Erik Qualman

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2009 2010 2011 20120

5

10

15

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25

30

35

E-reader Installed Base

E-reader Installed Base

1.9%

5.4%

8.7%

12%

Source: eMarketer, 2011

+ The law of diffusion of innovation

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+ Be aware, not afraid

The #1 objection to social media

among healthcare companies

Adverse Event Reporting!

+ Be aware, not afraid

The Myth

If given the opportunity,

patients will post “adverse events” that need to be

reported to the FDA

+ Be aware, not afraid

The Reality

1 in 500 posts actually contains

all the information required for an adverse event

report

+ The big 3

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“Bad artists imitate, good artists steal.”- Pablo Picasso

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Shirley Ledlie, a cancer survivor, comments on their site about her permanent hair loss post using Taxotere

Patient returns to site and finds her post(s) deleted

Shirley goes “ballistic” in the social media space

Sanofi-Aventis pulls down the ability to comment on their site

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+ Monitor and get involved

Be aware of what people are saying about your brand

Look outside pharma and healthcare to see what is possible

+ Monitor and get involved

One tweet starts a firestorm

+ Monitor and get involved

And one very public apology

+ Monitor and get Involved

One blogger

One tweet

One weeken

d

7,000 more

tweets

One product fiasco

+ Pfizer Facebook campaign• Blog post complained it was offensive to women• Pfizer had been deleting critical comments on its Facebook page• Snowball effect ensued• Ad removed – apology issued• Lesson learned?

+“The ROI of social media is your business will still exist in 5 years…” - Eric Qualman

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“Bad artists imitate, good artists steal.”

- Pablo Picasso

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Thanks.Presentation is available at: www.slideshare.net/paliosaratoga

mmyers@palio.com #mikermyers