reinventing the media: a new landscape for communications in pharma

Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

Reinventing the media: a new landscape for communications in pharma


Doris Casares / @DorisCasares

Communications and Public Affairs Director Spanish Generic Medicines Association (AESEG)



Zeitgeist 2011: Year In Review

http://youtu.be/SAIEamakLoY



10 levels of intimacy in today’s communication



¿From 1.0 to 2.0 PR?



Why Pharma does not use the SM?



“How am I going to start something that might disappear soon?”

Fear to Unknown



“Why changing something that is working ok?”

Fear to Change



“What if someone says something bad of me?”

Fear to Fail



“Social Media platforms are thieves of my time”

Fear to personal management



With a special legal and ethic frame…

A conservative and high regulated landscape



… but NO anyhow or anyway!

Are we in the Social Media?



Strategy is the key



Content Community Conversation Constancy Measure

SHARE & LISTEN

What are the principles of SM?



AESEG 2.0 Communications 2011-2012



AESEG Communications 2.0 landscape

Communication Channels @aeseg_genericos y @engenerico

. Main reference in the pharmaceutical Spanish and EU market for generics

. Main influencers in the Health blogsphere in Spain

. Frequency and rythm of publications (2-3 times a week)

. New formats (video, podcasts, interviews, etc)

. Listening and sharing with our community

. Facebook profile linked to @engenerico

. Linkedin groups and foros in Spain and EU

. Involving our associates within AESEGs comunicactions 2.0.

. Training workshops for pharmaceutical companies and stakeholders

. Public Affairs net of influencers



Web site: de 1.0 a 2.0



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Website + Log

Daily news

Rout sheet

Experiences

Sharing perceptions

What is a Blog?



57Why Social Media and web 2.0?



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In less than 9 months:

- More than 6000 unique users- More than 14.000 page views.- More than 70% new visitors- More than 25% users repeat the experience

* From September 2011 to June 2012

Blog: main key in our online strategywww.engenerico.com



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@aeseg_genericos (julio 2012)

2347 seguidores

1399 siguiendo

3359 tweets

@engenerico (julio 2012)913 seguidores1492 siguiendo2494 tweets

Twitter as a Communications Channel



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MMCC Administración Agentes Sector

Our followers @aeseg_genericos



60Our followers @engenerico



Klout: The Standard for Influence



Pinterest: pinning our images and videos



Web site: de 1.0 a 2.0



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CommunicationsSocial media is having a great effect on the way people communicate, and organizations need to find a way to monitor and measure digital interaction to ensure increased understanding and communication effectiveness

InfluencersWe need to evaluate influence: which sites do people pay attention to and who is behind them?

Relationships countIt’s who you know, not what you know: this formula for business successs is amusingly exaggerated, but even so, as with classic media relations, relationships count

Going forwardEarly flags of risk sometimes show in social media before they hit in the mainstream (ie. Egypt, Libia, earthquaque in Japan)

MonitoringThrough effective evaluation of what is happening online, organizations will learn when and how to interact

Why Social Media and web 2.0?



#genéricosUE gets nearly 600 mentions during the day. Two major peaks observed in the mid morning and mid afternoon.

Hashtag reach #genéricosUE – Madrid, May 30th 2012



the hashtag # genéricosue obtained nearly 500 tweets and more than 700.000 impressions (duplicates have been removed, irrelevant, no-links and spam). the scope reached nearly 80,000 Twitter users.

Hashtag reach #genéricosUE - May 30 2012Total tweets and prints



Like the first slide, two peaks are observed corresponding to mid morning and mid afternoon (CCAA and Social Media Pharma issues)

Hashtag reach #genéricosUE - May 30 2012Tweets and users rate



As can be seen in the image, the label used was the most proposed hashtag of the day

Hashtag reach #genéricosUE - May 30 2012Most used keywords during event



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La #PPA no es un invento español. En Andalucía hay cifras de PPA del 90% y no hay ni + problemas de seguridad, ni + problemas de adherencia

3 razones para usar #genericos http://ow.ly/7kZ05 #GenericoSolidario #GenericoSostenible #GenericoEficaz

Estamos en la era de los #genéricos y de los #medicamentos sin patente @PmOlmos http://t.co/Rrx15I5W via @engenerico

"Genérico: valor actual y de futuro” Tribuna de Á. L. Rodríguez., Director General de AESEG en @cfarmaceutico http://www.correofarmaceutico.com/2011/10/10/opinion-participacion/generico-valor-actual-y-de-futuro El #medicamento genérico contribuye a la #sostenibilidad SNS y es 1 excelente herramienta de #ahorro

«Un elevado porcentaje de #genéricos se fabrican en España» http://t.co/S8qYqZ00 vía @lavozdegalicia

Los médicos lamentan que no se recetara antes por principio activo - ABC.es http://t.co/a8ocQbsJ via @abc_es #generico

Most popular tweets @aeseg_genericos



62Most popular tweets @engenerico



Mírame, Diferenciate



What came first: the Social Media revolution or the change of habits in our society?

What’s my main purpose with the Social Media and have I defined my target publics?

Am I integrating strategically my offline communications with my online communications? Since when?

To end up…



Doris Casares, Directora de Comunicación y Relaciones Externas AESEGTwitter: @DorisCasaresEmail: [email protected]: http://www.linkedin.com/in/doriscasares Blog: www.engenerico.com

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