how would google do pharma
TRANSCRIPT
How Would Google Do Pharma?by John Pugh
The Future…
Adventures of a Social Media Explorer
IamJohn MommaPugh
What we tweet• Headlines that link to
approved press releases• Links to digital resources• Links to relevant media
articles• Dialogue, questions,
answers
Why Boehringer tweet
Communications led initiative
Clear vision of stakeholders- Journalists
ComparisonJNJ 14% Roche 15%Astra Zeneca US 18%
Types of followers
Media: Editors, writers, publishers: 38.4%
http://twitteranalyzer.com/June 2009
Traditional PR
“Boehringer Ingelheim (BI's) - the German pharmaceutical company - has just completed the first-ever full bore social media campaign touting the results of its RE-LY® study - "the largest atrial fibrillation (AF) outcomes trial ever conducted."
John Mack Pharma Marketing Blog
200,906
YouTube
Content• 6 core components – mix of product,
environmental and educational information
• Department of health stroke strategy• NICE clinical guidance• Product edetail• CME programme• GMS contract information• KOL webcast on secondary stroke prevention
Effect on sales
26752doctor interactions
Effect on sales
15.2%increase in sales
7% market growth
8% competitor growth
22% product growth
How Would Google Do Pharma?
R&D
Pricing
Self diagnosis
• Free community
• Ad served• Premium
service
Thanks