twitter strategy: pfizer (pharmaceutical industry)

Emerging technology

Twitter & Pfizer

Marc BlanchouTegnane LyFisher LaishramChristophe KhamlyFlorent d’HalluinValentin Leon-BonnetRobert Confrancisco

E-mail: stevens-mis750-spring2010-team-a@googlegroups.com

Twitter - Pfizer presentation, April 5th 2010

Abstract:

Twitter has a lot of potential, but it might not be as good as we think.  Other companies use it smarter.  We can use Twitter to help restore a positive brand image.  The key is to engage with audiences.  This is how we plan to do it.

Twitter - Pfizer presentation, April 5th 2010

Pfizer background:

• Pharmaceutical company• Incorporated in 1849• Key competitors: Johnson and Johnson, Novartis,

Bayer, Merck• Annual revenue: US$ 50.0 billion• Number of employees: 81,000 in 2008• CEO: Jeff Kindler• Wythe merger 10/15/2009• 30,000 layoffs 2005-2012• 09/09 - $2.3 Bln Settlement promoting "Off-Label-Uses"

Twitter - Pfizer presentation, April 5th 2010

MissionWe will become the world's most valued company to patients, customers, colleagues, investors, business partners, and the communities where we work and live.

VisionPfizer will strive to achieve and sustain its leading place as the world's premier research-based pharmaceutical company. The company's continuing success benefits patients, customers, shareholders, business partners, families and the communities in which they operate all around the world. Pfizer's mission is to become the world's most valued company to all of these people.

PurposeWe dedicate ourselves to humanity's quest for longer, healthier,happier lives through innovation in pharmaceutical, consumer, and animal health products. To achieve this purpose and mission, Pfizer affirm the values of Integrity, Leadership, Innovation, Performance, Teamwork, Customer Focus, Respect for People and Community. 

Twitter - Pfizer presentation, April 5th 2010

Twitter seems to have a lot of potential.

Twitter - Pfizer presentation, April 5th 2010

Twitter:

• Social networking/microblogging service• Created in 2006• 44 million tweets/day in 2010• 75 million users• 20 million users in the USA

Twitter - Pfizer presentation, April 5th 2010

Twitter seems to have a lot of potential• Data Mining: fodder for articles,projects, products, services etc, valuable

information on what are competitor's product and know what people think about them. Much of that data is public and available for mining and information gathering.

• Social: Connect people, network for benefits, acquire votes.• Organizational/Internal: set up meetings, time management and analysis,

hiring, instant message/paging service• Advertising/Promotional: brand building, direct traffic to websites, twitter

feed to notify customers, company deals and coupon codes.• News: broadcast news, event updates and provide live coverage, alternative

subscription.• Alternative Customer Support: for instance and ease-of-use customer

services.

Twitter - Pfizer presentation, April 5th 2010

It might not be as good as we think.

Twitter - Pfizer presentation, April 5th 2010

Potential issues:

• 15% of active users, 60% of users do not return after 1 month.

• Lots of garbage

• Lack of guidelines for pharmaceutical discussions (http://www.youtube.com/watch?v=yLp-mWmCKjw).

• Little control over discussions.

Twitter - Pfizer presentation, April 5th 2010

Twitter contents:We can tap into this

Twitter - Pfizer presentation, April 5th 2010

Source: Gartner

Hype curve

Twitter - Pfizer presentation, April 5th 2010

Others use it smarter.     

Twitter - Pfizer presentation, April 5th 2010

Most Fortune 500 companies are already on Twitter.

So is Pfizer.

It's not the technology, but how we use it.

Twitter - Pfizer presentation, April 5th 2010

Our competitors provide:

• More interaction with stakeholders  • Help and recommendation to theirs

customers  • Two-way communication

Twitter - Pfizer presentation, April 5th 2010

How we use twitter right now: • Just as a way to push information already

exisiting in feeds.

• Following some doctors and individuals in Healthcare industry (drugs sales, hospitals,  ....).

• Mostly one-way communication.

Twitter - Pfizer presentation, April 5th 2010

We can use twitter to help restore a positive image.

Twitter - Pfizer presentation, April 5th 2010

Engage:• Encourage individuals to contact us

o Ask about anything

• Emergency Notifications via Locationo School Closingso Power Outage / Shelters

• Respond to FAQ about products/aliments

• Feedback channel

Twitter - Pfizer presentation, April 5th 2010

Data Mining:• Detect issues

o Promote Pfizer's sideo Help customers

• Detect opportunities

• Demographic information with aliments

• Individuals using competitors products

Twitter - Pfizer presentation, April 5th 2010

Promote & Advertise:• Promote products via aliment

o Diabetics receive diabetic information

• Real-Time coupons o Customers at Store  o Customers using competitors product

• Advertise o Replace newspaper/magazine ads 

Twitter - Pfizer presentation, April 5th 2010

Other Possible uses:• Clinical trials

o Find potential subjectso Follow subjects in case studies

• Production support o Tweet out problems 

• Track expense reports

Twitter - Pfizer presentation, April 5th 2010

The key is to engage with audiences.

Twitter - Pfizer presentation, April 5th 2010

Use twitter in a smart way:

Do not use Twitter as a one-way broadcast.Instead, engage with the audience:

• Listen and find communities of customers, supporters or advocates.

• Participate and offer opinions, encourage discussions.• Update frequently with valuable information.• Reply quickly to people who talk about issues that are important

to the company.• Retweet relevant conversations.

Source: Weber Shadwickhttp://www.webershandwick.com/resources/ws/flash/Twittervention_Study.pdf

Twitter - Pfizer presentation, April 5th 2010

This is how we plan to do it:

Twitter - Pfizer presentation, April 5th 2010

First steps:

• Claim twitter.com/pfizer back (http://www.healthbusinessblog.com/?p=2291).

• Delegate 2-3 people (content, communication, law) to discuss with people on twitter.

• Get somebody from IT to set up metrics and datamining (twitalyzer).

Twitter - Pfizer presentation, April 5th 2010

Dialog:

• Navigate Twitter to create a new pool of advocates talking positively about our brands.

• Build a dialog that paves the way to new relationships with customers and advocates.

• Generate loyalty among new and existing communities.

Twitter - Pfizer presentation, April 5th 2010

Twitter engagement strategy:

• Create a companywide engagement strategy.(a set of guidelines with best practices demonstrate a consistent and comprehensive brand presence)

• Start by introduce the Twitter team, and ask them to talk with employees.

• Invite employees to create a Twitter account.

Twitter - Pfizer presentation, April 5th 2010

Questions and comments?