how would google do pharma

How Would Google Do Pharma?by John Pugh

The Future…

Adventures of a Social Media Explorer

IamJohn MommaPugh

Twitter

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