How can market researchers avoid becoming Neanderthals of Homo Marketingus?
• What key skills must marketing researchers learn?
• Can information gleaned from blogs and forums be trusted?
• How to adopt the best of this new trend for better marketing research?
• How to leverage this information to champion social media within their
organizations?
• Physicians’ social networks replacing many functions of traditional
physician professional organizations. What sites are best to use?
• Is there a risk in opening the Pandora’s box of patient blogging ?
12 billion Tweets to date Over 65 million Tweets/day
Over 70M total videos Over 100M videos viewed per day112M views on most viewed video
500 million registered users250 million active users100 million users /day170 countries/territories700 million photos /month
236 million visitors annually
684M visitors in 200975,000 active contributors2,6M articles in English10M articles / 260 languages
Social media tools have leveled the playing field and changed the rules of the game
from Traditional Media ... ... to New, Social MediaInstitutional Mediation• Editing Process
• Publishing Process
• Time and Space Constraints
• Professionals with Degrees
Distributed Mediation• Self-editing
• Updating, Sharing, Participating
• No Deadlines or Space Limitations
• Amateurs with Time
Individual Consumption
Broadcasting
Social Consumption
Engaging Communities
My BlogPodcasts
WikisForums
TVPrint
Radio
Social Networks
• Medimix designed an online study to acquire a better knowledge of the community of
physicians, their interests and perceptions of current options for social and
professional networking.
• Study was conducted between May and July 2009.
Germany 50
Brazil 26
Spain 55
France 60
UK 60
Italy 60
Mexico 23
UnitedStates 30
GeneralPractice 170
Cardiology 141
Oncology 152
2009 Social Networking Survey
• 38% of the study participants are members of at least one.
• Led by Facebook (29% penetration);average physician declares
membership in 1.4 social networks,
• Country differences exist (Brazil, 31% are Orkut members).
• 60% of physicians became members of these networks 6 months to 1
year before survey
• Usually they visit once a week, mainly seeking contact with friends
Results of 2009 Physicians Survey
Are you a member of any of the following social networks?
Base: 463 respondents
4%
11%
36%
22%
27%
42%
26%
39%
29%
12%
2% 2% 2% 3%
9%6%
4%4% 3% 3%2%
11%
5%4% 2%
6%4%
2% 2%
22%
2%
31%
2% 2%2%
3%
9% 8%
3%
11%
2%
7%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Brazil Germany Spain France UK Italy Mexico US Total
Facebook MySpace Twitter Flickr Hi5 Orkut Other I don't know them
Facebook Clear Leader in Social Networking Market for Medical Professionals
• 43% of physicians are aware of medical-scientific networking
sites; 39% visit those sites.
• Physicians are more interested in “receiving” (more
information/ access to medical news or articles) than
“sharing/publishing”.
• Latin American countries (Mexico and Brazil) are on the average
more interested in all activities.
• High interest in being able to communicate and have exclusive
interaction with drug/treatment experts from partnering
pharmaceutical companies (70%).
Results of 2009 Physicians Survey
So why are pharma marketers behind the curve in adopting social media?
It is estimated that packaged goods companies are
spending about 10% of budgets on social marketing
initiatives (on the internet)
Pharmaceutical companies devote less than 2%
Are you listening?
• What are physicians discussing?
• How do patients feel about your brand?
• Who’s doing the talking?
• Is the medical content accurate?
• Is your promotional activity effective?
• In what context are your brands mentioned?
• Who are your greatest advocates online?
http://www.youtube.com/watch?v=BmykFKjNpdY
Is your message a result of listening?
“I am responding to concerns about recent advertising on our website. I am, myself, a mom of 3 daughters. We certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and
appreciation for all that parents do for their babies. We believe deeply that moms know
best and we sincerely apologize for disappointing you. Please know that we take your
feedback seriously and will take swift action with regard to this ad.
We are in process of removing it from our website. It will take
longer, unfortunately, for it to be removed from magazine print as it is currently on newsstands and in
distribution.”
Vice President of Marketing for McNeil Consumer Healthcare with responsibility for the Motrin Brand
Social media monitoring platforms
• Pull mentions from blogs, videos, medical resources and forums, patient and
physician social networks
• Track specific topics, drugs, disease, therapeutic areas
• Graphs display daily mentions, rolling averages
• Export weekly, monthly, or quarterly reports
• Select only the important results to assign further action
• Post company responses on social sites like Twitter
• Conduct sentiment analysis and data-mining
• Comply through adverse event reporting workflows
Granular control over each mention with workflow, annotation,team collaboration, and delegation
Note: example screenshot for illustration purposes
Reporting functions with mentions over time and team activity, which may be exported for further analysis
Note: example screenshot for illustration purposes
• More quali data to supplement traditional survey findings
• Direct and rapid feedback from all corners of the globe
• Early warning system of any image or product issues
• Listen to a free flow of discussions in which you are allowed to interact with
the respondents
• Applications of the wisdom-of-crowds effect in three general categories:
• Prediction markets
• Delphi methods
• Extensions of the traditional opinion poll
How this changes marketing research
Getting closer to your community
• Connect and interact with customers and community
• Generate product and brand interest
• Understand customer satisfaction
• Listen to the chatter
• Find out what really concerns them
• Counteract negative remarks
• Offer product/disease information
Benefits of community management:
• Reputation management
• Competitive Tracking
• Monitoring market trends
Think of it this way. If you are a fisherman you would not fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.
Establishing outposts on social networks
Don’t just measure aggregate results, interact with individual units
One user may “infect” many others
ADVERSE REACTIONS: pharma fears open discussion / comments of customers
•Very few posts have a reportable AR discussions – about 165 per day across entire pharma industry (Nielsen)
•Use social media as “canary in the coal mine”
•Implement social media monitoring, policy and AR reporting processes
What About the Patients’ Pandora Box?