emerging trends for pharmaceutical social media, influence & customer access

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Emerging trends and changes in pharmaceutical marketing... from search and currency changes to evolving ways to engage via social-media and benefit from crowd sourcing. by Joe Shields (http://www.joeshiledsphotography.com) and Kevin Nalty (http://www.naltsconsulting.com)

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Page 1: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access
Page 2: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access
Page 3: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access
Page 4: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access
Page 5: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Search Silence

boxed warning medicine

Page 6: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

What if there was a company that has already embraced

this future?

Page 7: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Reforming Pharma Marketing:

A Case Study

Kevin Nalty & Joe Shields

October 15, 2009

Page 8: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Alphamunex Headquarters in Clayton, MO (near St. Louis)

Page 9: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Alphamunex Board includes several notable execs from Silicon Valley

Page 10: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

CEO

OSM*…SalesClinicalR&D

* Office of Social Media:Oversees all Marketing, PR, Customer Insights, IT & Customer Service functions

Page 11: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Sample Customer “Design Lab” managed via Facebook & other emerging platforms.

Page 12: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Social Media “Command Center” helps OSM staff monitor shifts in customer sentiment

Illustrative

Page 13: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

High- and low-tech devices enable direct, real-time communication with FDA

Page 14: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Hey — how come I’ve never heard of this

company?

Page 15: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

KEVIN NALTY + JOE SHIELDS

SHAPING THE FUTURE

HEALTHCARE MARKETING

SHAPING

FUTURETHE

Page 16: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

shiftCURRENCY

Page 17: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

New Media, New Influencers

Every new medium creates new stars Faster shift from obscurity to fame

Page 18: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Now Who Are Medical KOLs?

Doctors ?Researchers ?Scientific publications ?

Anyone that is persuasive

& reaches our customers?

OR

Page 19: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Redefining Influence

Traditionally based on subject expertise

Persuasion now more a function of

charisma & reach

vs.brand.com

“happyslip”

Page 20: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Explosive growth: 41% in past year Increased budgets Visceral = influential

Currency of Online Video

Page 21: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Currency of Real-time

Twitter isn’t about Twitter…

It’s real-time buzz & word-of-mouth you can measure

Buzz can build or destroy brands

Monitoring & engaging requires major process changes by Rx manufacturers

Page 22: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

At Least Listen

Page 23: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Searchrethink

Page 24: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Old School Health Searching

Page 25: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Today, Search = Google

Search has changed health searchers

What will Search look like tomorrow?

Page 26: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Square & Compare

Page 27: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Mobile Search on the Brink Mobile search growth follows desktop

trends

27

Source: Veronis Suhler Stevenson and Merrill Lynch Estimates, June 2008.

Page 28: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Results Beyond Text

Page 29: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Searching the Past vs. the Now"Google organized our memory. Real-time

search organizes our consciousness." - CT

Source: http://www.wired.com/techbiz/people/magazine/17-10/st_thompson

Page 30: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Search via the Social Graph

“…[O]ur network of friends, colleagues, peers, and family is our primary source of information, just as it is offline.” - MZ

“[W]hat happens on Facebook's servers stays on Facebook's servers.” - author

Source: http://www.wired.com/techbiz/it/magazine/17-07/ff_facebookwall

riends & amilyriends & amily

Page 31: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

wisdom of

CROWDS

Page 32: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Can Crowds Be Wise?

Page 33: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Make Better Decisions Faster

Page 34: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Connecting Today Is Easy

Page 35: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Choosing a Doctor

“Passive consumers of physician services”Fewer than 25% considered >175% used recom-mendation from friends, colleagues & relatives

Source: “How Do Patients Choose Physicians?” Katherine Harris (2003).

BEFORE LATE

1990s

TODAY

Page 36: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Even Doctors Visit Social & Ratings Sites

Ratings & Reviews

Community & Forums

Vitals HealthGrades

UCompareHealthCare

HealthBoards Wrong Diagnosis

MedHelpWellSphere

Yahoo! GroupseHealth Forum

Source: Experian Hitwise, 12 weeks ending 8/22/09.

Page 37: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

What Would YOU Do?

Whom do I trust to help me?

I have thyroid cancer

Page 38: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Patient Crowdsourcing

Misery likes company. Another approach to evidence-based medicine?

Founder Alex via e-mail: “While I was sick I didn't know anyone with my condition that I could compare notes with, so I really

wanted to help other people find faster paths to health … we're like Yelp for Health.”

Page 39: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Review for those Twittering

Page 40: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

Slides for this talk & free white paper on Social Media Policies

available at:

www.Alphamunex.com

Page 41: Emerging Trends for Pharmaceutical Social Media, Influence & Customer Access

BIG FINISH Just more continuous, small changes that we will make.

Actually, there is no