impacto dos social media no marketing da pharma
TRANSCRIPT
Impacto dos Social Media no Marketing da
Pharma
30 Outubro 2015
André Santiago Silva
SESSÃO PARALELA
Marketing Farmacêutico
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Impacto do Social Media no Marketing da Pharma
1. A importância do Social Media para a
Pharma?
2. Qual o impacto prático do Social Media no
dia a dia da Pharma?
3. Social Media: Mais Saúde Como?
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
O Mundo em constante partilha e interacção! Potenciado pelo mobile
Dia da proclamação do Papa Bento XVI Dia da proclamação do Papa Francisco
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Constantes desafios para as empresas baseados na rapidez de evolução do Social e Tecnologia
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Source: The Future of Advertising, APA, 17/02/09 as published on Slideshare (www.slideshare.com)
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
A Saúde e Bem Estar também participam no Mundo é Plano!
Doentes Profissionais
de Saúde Sistema de
Saúde
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015 Source: Patient Like Me 2012
Os doentes falam entre si, partilham experiências e acumulam experiência
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
http://www.youtube.com/watch?v=WQ2PFoHptK8
Sharing structured information about their disease
to help themselves and others
Source: Patient Like Me 2012
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015 Source: Patient Innovation 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015 Source: Social Diabetes 2014
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
O Social passou a estar presente ao longo de todo o “caminho do doente”
Awareness Diagnóstico Tratamento Manutenção
…logo a Pharma ( e os farmacêuticos) tem de estar presente!
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Risk taking
Crowd wisdom
Anyone can join
Rapid deployment
Anyone may
contribute/distribute
Open Source
WEB2.0 PHARMACEUTICAL INDUSTRY
Risk adverse
Information from
authoritative sources
Privacy and security are
regulated
Long lead times
Controlling access to data
and information
Intellectual property closely
guarded
Adapted from Len Starnes, Bayer Schering Pharma
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
É preciso regular (guidance)…
…para facilitar e potenciar a participação!
Source: FDA 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
FDA - Guidance for Industry “However, for some interactive promotional media, submission “at the time of initial 66 dissemination” may pose a challenge for firms, particularly when these media
communicate information 67 that is displayed in real time”
1. A firm is responsible for product promotional communications on sites that are owned, controlled, created, influenced, or operated by, or on behalf of, the firm.
2. Under certain circumstances, a firm is responsible for promotion on third-party sites.
3. A firm is responsible for the content generated by an employee or agent who is acting on behalf of the firm to promote the firm’s product.
However, a firm generally is not responsible for UGC (user generated content) that is truly independent of the firm (i.e., is not produced by, or on behalf of, or prompted by the firm in any particular). FDA will not ordinarily view UGC (…) as promotional content on behalf of the firm as long as the user has no affiliation with the firm and the firm had no influence on the UGC.
Source: FDA 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
E a limitação de caracteres? E a correcção de comentários?
Source: FDA 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Porque regulamentar?
Source: IMS eHealth Conference 2014,
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015 Page 17 • BHC 4:3 Template 2003 • June 2011
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
“It is hard for brands to shine in social media, a place where users are in the driving seat and will screen out anything that fails to interest them. But a social media campaign with the right creativity and relevance can create deep engagement with audiences at a fraction of the cost of traditional advertising.”
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Qual o impacto prático do Social Media no dia a dia da Pharma?
Data Analysis
• Ensaios Clínicos • Farmacovigilância • Conhecimento do caminho
do Doente • Estudos de Mercado
Communication & Engagement
• Marketing • Vendas • Formação Médica
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015 Source: CONNECTING THE DOTS: Which pharma companies are succeeding in the social media
space? April 2015
A participação está a acontecer!
…com diferentes maturidades:
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Aumentar a awareness e conhecimento sobre o tromboembolismo
http://www.thrombosisadviser.com Oct 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Community Guidelines:
We work in regulated industries (…) For this reason, we want to make sure that the discussions that take place on the Wall stay on topic and are constructive.
If your comment does not comply with the following basic rules, it may be removed from the Wall:
1)If your posts are product related (…)
https://www.facebook.com/LivingLikeYou Oct 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015 Source: Informação Pública, ms-gateway 2009
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
SERMO is the leading physician private social network, with over 468,000 doctors in nine countries
Source: Sermo Out 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Sermo para a Pharma: enable healthcare companies to engage with and access healthcare professionals
Social Hubs: Like a year-round virtual medical conference
Sponsored Posts: Engage and converse with SERMO docs
Therapy Spotlights: Be front and center
Brand or Resource Pages: Your home on SERMO
Resource Links: Medical information when it matters
Source: Sermo Out 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Esta realidade já é Portuguesa com o mgfamiliar.net e drshare.pt
http://www.drshare.pt Oct 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
E já é Farmacêutica…
http://www.pharmashare.pt Oct 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
E na perspectiva regulamentar a Pharma também quer que as coisas corram bem!
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Qual o impacto prático do Social Media no dia a dia da Pharma?
Data Analysis
• Ensaios Clínicos • Farmacovigilância • Conhecimento do caminho
do Doente • Estudos de Mercado
Communication & Engagement
• Marketing • Vendas • Formação Médica
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Partilhar a experiência individual para enriquecer a investigação clínica
http://www.patientslikeme.com/research/dataforgood
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Flu Trends
http://www.google.org/flutrends/about/how.html
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Tratamentos Orais para a Esclerose Múltipla
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015 Bayer Pharma AG RBS EU/CAN Digital Marketing
AOL Active Online Listening
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
E se ouviram algo sobre…
• Reação Adversa
• Falta de efeito terapêutico
• Utilização de fármacos em grávidas
• Erros de medicação
• Off label
…Não se esqueçam de reportar à Farmacovigilância!
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
O Social passou a estar presente ao longo de todo o “caminho do doente”
Awareness Diagnóstico Tratamento Manutenção
…logo a Pharma ( e os farmacêuticos) tem de estar presente!
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Se quem está em risco não vem ter connosco, nós vamos ter com eles…
I just love it when you forget to use sunscreen! I'm like a kid at Christmas. ����☀ �️� #leavethesuncreenathome#sunsout #skinsout"
https://youtu.be/AGL3Pz_98xQ
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Social Media: Mais Saúde Como?
Data Analysis
• Monitorização do “Sistema
de Saúde” • Aumento do Conhecimento
do caminho do Doente • Aumento do conhecimento
das terapêuticas na vida real
Communication & Engagement
• Educação do doente • Aumento do conhecimento do
HCP • Aumento do conhecimento da
Pharma sobre o doente e o HCP
• Aumento do target alcançado e do tempo com o cliente
• Maior transparência na comunicação
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Olhar para o Digital de forma holística!
Digital Awareness the ability to create brand awareness among an unusually high share of digitally savvy consumers
Digital Purchase Participation - to serve customers digitally during the purchase processes
Digital Experience to generate an online customer experience deemed at least as good as the offline one
Digital tracking to track the digital comments of customers about their experience and to use those comments to improve it
Source: Brand Success in an era of Digital Darwinism Feb 2015 Mckinsey Quarterly
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
O sucesso no Social Media…
Source: CONNECTING THE DOTS: Which pharma companies are succeeding in the social media
space? April 2015
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Fazer acontecer o “Social Media” implica experimentar
1. Definir a estratégia • Encontrar as pessoas certas
• Definir a mensagem (emoção) certa
• Qual o momento certo
2. Mapear e ouvir – aprender com quem está online
3. Definir os objectivos e métricas
4. Implementar
Integrar equipas e não separar!
Marketing Farmacêutico, Impacto dos Social Media no Marketing da Pharma
André Santiago Silva
Out 2015
Social Media: Mais Saúde Como?
Data Analysis
• Monitorização do “Sistema
de Saúde” • Aumento do Conhecimento
do caminho do Doente • Aumento do conhecimento
das terapêuticas na vida real
Communication & Engagement
• Educação do doente • Aumento do conhecimento do
HCP • Aumento do conhecimento da
Pharma sobre o doente e o HCP
• Aumento do target alcançado e do tempo com o cliente
• Maior transparência na comunicação