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PHARMA, HCP’S & SOCIAL MEDIA

Innovation in Social Media & how Pharma can get more from key

trends & ideas

Ashleigh Gardiner

SOCIAL HEALTH: Why the world needs pharma on

Facebook

NOBODY WANTS ANOTHER LECTURE

SOCIAL MEDIA IS CHANGING EVERYTHING

1 in 5 mobile minutes spent in Facebook or Instagram

GO TO YOUR AUDIENCE, DON’T MAKE THEM COME TO YOU

55%

45%

GPs

Use Social

Don't UseSocial

61%

39%

Australia Overall

Use Social

Don't UseSocial

ONLINE INFLUENCE

ANTI-VACCINATION = SHAREABLE CONTENT?

75% NEGATIVE

Just extremists and conspiracies?

WHAT’S THE DEAL?

A matter of trust?

68%

32%

Receiving Educational Material from HCP

Interested

Not Interested 81%

19%

Pharma Educational Material from HCP

Interested

Not Interested

LEVERAGE THEIR TACTICS TO DO GOOD

FACEBOOK LIVE VIDEO

What is Facebook Live?

• Broadcast LIVE video

• Interact & Connect

• Edit completed video

• Share and Promote

Why should I care?

• Time sensitive nature is compelling

• Opportunity to connect with KOLs

• Promote to custom audience

• Low cost, high potential reach

LIVE MAP

Who’s using Facebook Live? • World Heart Day September 2016 • Novartis (USA) with UCLA Health &

American Heart Association • Partnered for three Facebook Live

panels on CHF

FACEBOOK MESSENGER

What is Messenger?

• Send messages to friends or businesses

• Desktop or Messenger app

• 10.5 million active messenger app users in Australia

Why should I care?

• 50% of GPs used messaging apps daily

• Additional 7% used them weekly

• Fewer than 40% used messaging apps

less than monthly or not at all.

Why should I care?

• Add Messenger buttons to your website

• Send a link to anyone via Messenger with one-click

• Start a conversation with your company from specific pages

• SMS marketing is dead – Messenger is where it’s at

How does it work?

• Promote posts to appear in the Facebook Newsfeed, with call to action “Send Message”

• When clicked, opens new chat in Messenger with your Page & the HCP

WHAT DOES IT ALL MEAN?

Three things to think about

1. New question: Is it ethical for you to NOT be on social?

2. Your audience is changing. Are you?

3. Conversation and communication is key – stop shouting!

THANK YOU