Digital Pharma Marketing Trends 2012

@alex__butler

@The_Social_Moon alex@thesocialmoon.com@alex__butler

Competitor Landscape

Your Capabilities

Customer Needs

Strategic Focus

Strategic Elements

Develop a digital strategy focussed on where your competitors are weak

and your customers need is strong.

The age of computers has given way to the age of communication

Printing press turns alchemists into chemists

An asymmetry existed with previous communication milestones:

Those good for 1:1 conversation could not facilitate mass communication or support

group action

Conversation Broadcast

Groups

for the first time in history the amount of traditional broadcast television watched by the younger generation is decreasing rather than increasing annually

Ericsson (NASDAQ:ERIC) ConsumerLab "TV & Video Consumer Trend Report 2011,

40% of viewers said they use Facebook, Twitter or some other social networking tool to discuss TV shows as they watch.

The 200 Billion hours of television consumption per year in US alone estimated to

be 2000 times less than the hours taken to create Wikipedia.

Clay Shirky: Cognitive Surplus 2010

Personal Community Public Civic

SHARING

CO-OPERATION

COLLECTIVE ACTION

Poses fewest demands on participants.

Maximum freedom of the individual + fewest complications of group life

Share + then Gather vs. Gather + Share

Synchronised behaviour

Group identity (can be as simple as conversation)

Collaborative production

Commitment to joint action

Involved-tension between individual + group goals

Binding group decisions Information Sharing = Shared Awareness

Co-Operation = Shared Production

Collective Action = Shared Responsibility

Ladder of Engagement

sharing conversationcollaboration

collective action

“Innovation is a decidedly social process encompassing diverse

individuals, corporations, communities, networks, and

regions. The work of the Myelin Repair Foundation is an excellent

demonstration of these principles.”

John Hagel, Co-ChairDeloitte LLC, Center for Edge

Innovation

'You've spent the day on the Internet, but not on the Web'

http://www.wired.com/magazine/2010/08/ff_webrip/all/1

Death of a website?

Stand-alone websites feel unfamiliar, impersonal and museum-like to Internet users accustomed to the Social Web's interaction.

Website traffic has collapsed, and it is hard to see how or why it should recover..

Post PC Era?

Mobile Becoming Fundamental

Your customers are almost certainly using smart mobile technology every day

Mobile will be the most integrated marketing medium the world has ever known

1999 was the year of mobile, the 21st century will be one of ubiquitous connectivity

Building A Strategy

Your Objectives

How are your customers

using mobile?

How can you optimise

your collateral for

mobile?

Does it follow

mobile best practice?

Accessing medical records

Want help with prescribing a medication

Help monitoring patients in hospital

83%86%

74%

Make a portable body scanner that can detect 15 diseases

and capture key health metrics and you could win

10 million dollars

The Fun Instinct

Games are as old as civilisation itself and found in all cultures.

Games are about pleasure, freedom and escape.

They also combine the most powerful set of human motivators:

Achievement, competition, collaboration, learning & improvement, communication and self expression.

GAMIFICATION IS BULLS*!T

“Game developers and players have critiqued gamification on the grounds that it gets games

wrong, mistaking incidental properties like points and levels for primary features like interactions with behavioural complexity”

MOTIVATIONAL DESIGN

Hakkar: blood god lodged at the heart of the Zul’Gurub dungeon

2005

Deadly disease generated by Hakkar was accidentally transmitted by infected players to the world ouside the confines of the dungeon.

Within hours the ‘corrupted blood plague’ had begun.

Tens of thousands of players characters succumbed.

Dr Ran D Balicer: American Journal Epidemiology

“Virtual environments could serve as a platform for studying the dissemination of infectious diseases”

“[they might prove a] testing ground for novel interventions to control emerging communicable diseases”

Patient Rescue is a proof of concept for a game that supports health

professionals to recognise the signs of patient deterioration, use set protocols to assess a patient's

condition and intervene effectively.

Triage Trainer develops accurate decision making in the life

saving skill of Triage.

The game is set at the scene of an explosion in a busy high

street and the player's job is to prioritise the multiple casualties

for treatment.

Gamers Redesign a Protein That

Stumped Scientists for Years

“ “Every two days now we create as much information as we did from the dawn of

civilization up until 2003

Big Data

Twitter Revealed Epidemic Two Weeks Before Health Officials [STUDY]

The Use of Twitter to Track Levels of Disease Activity and Public Concern in the U.S. during the Influenza A H1N1 Pandemic

Big Data

I think the biggest innovations of the 21st

Century will be the intersection of [health, medicine]…biology and [digital] technology. A

new era is begginning…

“ “