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Social Networks & Pharma. Industry(Iranian Pharma. Marketing Revisited)
Kaveh YazdifardNov. 2009
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“Ideas that spread, win.”
Seth GodinMarketing
Guru
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Social Networks
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4LERO ©2009 | Eoin Whelan
Six Degrees of Separation• Stanley Milgram – 1967• Omaha, Nebraska to
Boston, Massachusetts • Duncan Watts – 2001
– Email– 49,000 senders, 19
receivers
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5LERO ©2009 | Eoin Whelan
The Tipping Point: How Little Things Can Make a Big Difference
Malcolm Gladwell 2000
• How does a new fashion spread?1. Few People Rule2. Stickiness Factor3. Context Power
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6LERO ©2009 | Eoin Whelan
Social Network Theory
…demonstrates that the ties and relationships between individuals – and not the attributes of the individuals themselves – are what really matter!
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• “Tools for Collaboration and Networking within and beyond the Enterprise” – Collaboration: a recursive process where two or
more people or organizations work together toward an intersection of common goals
– Networking: business opportunities are created through networks of like-minded business people.
– Enterprise Architecture: the organizing logic for business processes and IT infrastructure reflecting the integration and standardization requirements of the firm’s operating model.
Social Networking
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Limitless Social Networks Connect Virtually Everyone
And you can build your own with Ning
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The art of : • Listening,• Learning,
•and Sharing!
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• Business-oriented directory• For professional networking.• 40 million users, 170 industries (May 2009)
“More than once, I relied on LinkedIn to make contacts…LinkedIn succeeded where all other marketing attempts failed.”
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• 200 million members, 170 countries, 35 languages• 50% of users over age 35! • Web and cell phone apps• After “friending,” direct communication line without
spam filters, emails to open and save.• “Communications” platform text, photos, video, etc.
I don’t use email with family and friends anymore.”
The Vatican -- Pope 2.0, www.pope2you.net
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• ~35 million users
• “Microblog” tweets of 140 characters
• “Follow” and be followed (or not)
• Restricted or open access
• Info pushed instantly to browsers and cell phones via text (SMS) messages, special apps
• Include links to more information
• “Ambient awareness” Glimpse into daily routines of one’s network
• “Super fresh” Web
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Emerging Applications of Social Net’s
• Social networking between businesses• Social Networks in the Science communities• A communication tool for teachers and
students • Students networking with professionals for
internship and job opportunities
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Not For Kids Only!“…nearly all of the recent growth in social
networking have come from older people.” – Pew Research Center, April 2009
Using Social Networks
4/2009 12/2007
∆
18-29 Year Olds 70% 67% 4%
30-39 year olds 43% 21% 104%
40-49 year olds 29% 11% 164%
50-64 year olds 16% 6% 167%Source: Adweek.com 5/27/2009
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Okay. What Can This Do For Our Business?
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Networks & Marketing
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Average Products for the average people?
Mass
Marketing
Ottaku
Who will easily ignore you? Who does care?
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Advantages for Our Business
• Open A Door, Start A Conversation• Learn What They Think, Feel, Do• Solicit Input• “Share” Knowledge/Ideas• “Post” To Provoke Conversation• Publish Your Expertise• Follow Your Customers• Do Good + Be Visible
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• Reconnecting• Winning Over New Buyer• Build Brand Awareness• Differentiate Yourself• Instant Info To Everyone• Harness A Large Team• The Power Of Friends, A Team
Advantages for Our Business (cont’d)
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10 tips for a successful social media/marketing experience
1. Today’s consumer wants to express him/herself, but without you (the brand) dictating how.
2. Use social media and social networking as a way to listen to consumers.
3. Treat your relationships with consumers as long-term conversations.
4. Bring consumers into your inner circle. 5. Find incentives to encourage participation. 6. Learn to view your customers in a different light
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7. When things go wrong, don’t try to cover up; don’t make false excuses.
8. Participate intelligently in the online social community.
9. What do your customers or brand enthusiasts care most about?
10. Leverage your people as online community leaders.
10 tips … (Continued)
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Social Net’s & Pharma. Companies
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Pharma. Industry
• Sales and marketing in pharma is traditionally a very expensive affair.
• Regulatory agencies exert significant control over the interaction.
• Pharma companies are extremely protective of the intellectual property (IP)
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Perspective of Pharma. Marketing
• Quite simply social media significantly reduces the costs associated with engaging with consumers.
• This nullifies 2 of the issues above as it enables pharmaceutical companies to move the communication with their consumers prior to NDA approval since there isn't the huge financial risk associated with traditional media.
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Traditional Mindset
Currently the impact of this is being underestimated for two reasons:– The sales and marketing departments are isolated
towards the end of the drug development process having very little contact with their research and development colleagues, and
– Without an actual marketable product the sales and marketing departments are at a loss as to what to sell.
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بازار جدید های فرصت و اجتماعی های شبکهدارو
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Top 10 Pharma. Efforts In Social Media
1. Johnson & Johnson2. Glaxo-Smith-Kline3. Bayer4. Sanofi-Aventis5. Novartis
6. AstraZenecaUS7. Bristol-Myers Squibb 8. Roche9. Pfizer 10. Boehringer Ingelheim
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Hence;
• It's no longer enough to simply sell products to consumers; it's no longer good enough just to have the sales and marketing people talking to their consumers after the drug development cycle is over.
• Engaging with your consumers from idea generation, through lead development and candidate selection, into the clinical phases and finally into sales and marketing is inevitable