smi masterclass: social media in pharmaceuticals 14 april 2010

Social Media in PharmaceuticalsMasterclass14th April 2010

Healthcare engagement in a digital world

WELCOME

Your masterclass leaders

Daniel GhinnDirector of Digital Engagement, Creation Healthcare

Paul GrantHead of Strategy Implementation, Creation Healthcare

Masterclass Agenda• 9.00 Registration and Coffee • 9.30 Introduction to social media in pharma

• 10.15 Social media platforms for pharmaceutical companies

• 11.15 Morning Coffee • 11.30 Social media concepts for pharmaceutical companies

• 12.30 Lunch • 1.30 Special considerations for pharmaceutical companies

• 2.30 Applying what you have learned

• 3.15 Afternoon Tea • 3.30 Defining your social media engagement strategy

• 4.30 Your questions answered • 5.00 Close of Masterclass

Welcome

• Who are you?• Why are you here?• Your expectations, hopes & outcomes?• What was your most recent social media

experience?

Healthcare engagement in a digital world

INTRODUCTION TO SOCIAL MEDIA IN PHARMACEUTICALS

What is social media, and why does it matter?

What is social media?

• Digital media enabling social interaction between people

• 2-way conversations• Sharing• Community

Where issocial media happening?

• Blogs• Microblogs• Open social networks• Targeted social networks• Media & content sharing platforms

Healthcare engagement in a digital world

WHY DOES IT MATTER?

message

person

person

Traditional media

person

person

Media release issued Traditional media respond by interpreting & commenting on story

Traditional media only

person

person

offline & online mediaperson

person

person

Message is embedded in the digital media community.Listening to & speaking the language of the community

Offline media respond to digital community activity with strong ‘cause’ message. Media coverage adds to digital community effect.

Community interacts and takes ownership of message

person

person

message person

person

person

person

Social media integrated with traditional media

‘Hypermiling’ with Toyota IQ

What is social media NOT?

• An end in itself• A strategy• A magic bullet

Healthcare engagement in a digital world

SOCIAL MEDIA IN HEALTHCARESome examples

Healthcare engagement in a digital world

Healthcare engagement in a digital world

Healthcare engagement in a digital world

CONNECTING IT TOGETHER:JOHNSON & JOHNSON (CORPORATE)

Some examples

Healthcare engagement in a digital world

SOCIAL MEDIA PLATFORMS FOR PHARMACEUTICAL COMPANIES

Creating a movement

Community Cause

Collaboration

Conversation Credibility

Content

Competition

Build your own or join a network?

Simply4doctors.co.uk:AstraZeneca’s resource for doctors & primary care nurses in the UK

Doctors.net.uk:Independent network for doctors in the UK, with over 170,000 members

doctors.net.uk: opportunities for engagement

doctors.net.uk: engaging targeted network

Choosing a social media platform

• Who do you want to engage?– Why?– What do you want them to do?

• Do they currently use social media?– How?

• How will you measure success?

Healthcare engagement in a digital world

BREAK

Healthcare engagement in a digital world

SOCIAL MEDIA CONCEPTS FOR PHARMACEUTICAL COMPANIES

Concepts for engagement

Creation Interactive’s Discovery Methodology for informed engagement strategy

Discover

Determine

Define

Direct

Design

Develop

Deploy

Discover

Determine

Define

Direct

Design

Develop

Deploy

Listening to conversations

• Search• Alerts• ‘Buzz’ monitoring and analysis

ListenIdentify platforms

Encourage engagement

Measure results

Social media search: socialmention

Twitter alerts: SocialOomph

Twitter alerts: SocialOomph

Social media monitoring: Radian6

Mentions of ‘stop smoking’

Media types analysis (Radian6)

Media types by conversation keyword

‘stop smoking’ Champix

Analysing conversation detail (Radian6)

Engaging stakeholders & patients

ListenIdentify platforms

Encourage engagement

Measure results

Measuring results

ListenIdentify platforms

Encourage engagement

Measure results

Social media insight tools

Healthcare engagement in a digital world

LUNCH

Healthcare engagement in a digital world

SPECIAL CONSIDERATIONS FOR PHARMACEUTICAL COMPANIES

Regulatory compliance

• What are the primary regulatory factors to consider when planning social media in your markets?

• From a regulatory perspective, what risks are associated with social media?

Engaging your regulatory colleagues

• How is social media engagement affected by regulatory compliance?

• What are the risks?• How and when should you involve colleagues

from legal & medical in your social media strategy?

International health consumers

Healthcare engagement in a digital world

APPLYING WHAT YOU HAVE LEARNED

Achieving your goals

• What are your goals?• How can social media help you achieve your

goals?

Healthcare engagement in a digital world

BREAK

Defining your strategy• Discover:

– What do you need to know?– What will you measure?

• Determine:– How will what you measure affect your strategy?

• Define:– Outline the strategy

• Direct:– Which internal colleagues will play a role in the strategy’s success?– How will you ensure colleague ‘buy-in’ to the strategy?

• Design / Develop / Deploy:– What steps will you take to implement the strategy?

• Discover:– What will you measure to ensure maximum engagement?– How will you measure results against business objectives?

Your questions answered

What next?

• Your feedback• More questions?