social media in pharma workshop
TRANSCRIPT
ALEXANDRA FULFORD
@PHARMAGUAPA
Pharmaguapa
WELCOME
@Pharmaguapa
15+ Years Experience
Pharmaguapa
WHO’S IN THE ROOM
Who am I?
What do I do?
What do I hope to learn?
Pharmaguapa
SOCIAL MEDIA IS PLAYING AN INTEGRAL PART IN HEALTHCARE
40% of consumers say that information found via social media affects the way
they deal with their health
19% of smartphone owners have at least one health app on their phone. Exercise, diet, and weight apps are the
most popular types
54% of patients are very comfortable with their HCPs seeking advice from online communities to better treat
their conditions
31% HCPs use social media for professional networking
30% of adults are likely to share information about their health on social media sites with other
patients
90% of 18-24 year old Americans trust medical information from
their social network
Pharmaguapa
THE DYNAMICS OF INFORMATION FLOW HAS CHANGED
Academics & KOL
Doctor
Patient
Pharma
PharmaAcademics
& KOL
Doctor Patient
Pharma
Social Media
KOI
Today your customers may be getting information online from many sources including Key Online Influencers (KOI)
Traditionally the information flow was very straightforward
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Loss
of E
xclu
sivi
ty
SOCIAL MEDIA HAS IMPACT ACROSS THE LIFECYCLE
Laun
ch
Disease / scientific awareness raisingOptimise trials Disease / product awareness raising
Build loyalty / offer added value
Stay top of mind
Gain insights
Genentech Partners with Patientslikeme to gain access to their clinical trial tool and connect with patients looking for trials.
PfizerInvests in social media listening to identify insights and also actively uses social media to gain insights direct from stakeholders
Boehringer Ingelheim
Raising awareness around Asthma and unmet needs from a patient perspective
Campus SanofiBuilt as a value-offering for Spanish HCPs by a mature brand as a way to gather email information
Bayer DiabetesUsing social media to provide patient support & device information
MarketingR&D
TODAY’S AGENDA
Developing a realistic strategyAddressing internal barriersOptimising internal structureAdopting the right mindset
Asking the right questionsApplying actionable insightsUnderstanding your platforms
Generating contentPlanning your engagementGoing live
9.10 – 10.30 11.00 – 11.45 11.45 – 12.20B
reak
Que
stio
ns
Pharmaguapa
WHAT ARE YOUR KEY SOCIAL MEDIA PAIN POINTS?
1. Knowledge
2. Process
3. Buy-in
4. Resources
5. Culture
OBJECTIVES FOR TODAY
LEARN & UNDERSTAND BE INSPIRED &
MOTIVATED
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NOT APPROACHING SOCIAL MEDIA STRATEGICALLY CARRIES RISKS AND COST INEFFICIENCIES
Suboptimal asset impact and governance
Siloed working and duplication
of effortsPoor customer understanding
and focus
Increased risks Increased costs Reduced effectiveness
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KEY STEPS TO SOCIAL MEDIA
Understand
Plan & Prepare
Launch & Engage
Monitor & Act
Learn & Adapt
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BE REALISTIC IN YOUR STRATEGY AND PLANNING
Timing
Resources
Focus
Goals
Insights
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BUILD A SOLID BUSINESS CASEBUILD A SOLID BUT INSPIRATIONAL BUSINESS CASE
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BRING DOWN INTERNAL BARRIERS
KNOWLEDGE PROCESSBUY-IN
RESOURCESCULTURE
Knowledge & Understanding
Championship & Buy-in
Inspiration Perspiration
Value
Reality
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BARRIERS OVERCOME – NOW WHAT INFRASTRUCTURE IS NEEDED?
Process
PROCESS INCENTIVES
TEC
RESOURCES
$TECHNOLOGY
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KEY POINT – CHANGE THE MINDSET
BREAKPLEASE BE BACK TO START AT 11AM
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REMAINING AGENDA
Asking the right questionsApplying actionable insightsUnderstanding your platforms
Generating contentPlanning your
engagementGoing live
11.00 – 11.45
11.45 – 12.20
Q&A
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ASK THE RIGHT QUESTIONS
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UNDERSTAND THE ENVIRONMENT
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THE RIGHT QUESTIONS LEAD TO ACTIONABLE INSIGHTS
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The world’s most visited platform with 6billion hours of video watched per month
Dubbed the world’s 2nd largest search engine
YOUTUBE
KNOW YOUR PLATFORMS
...It’s all about the story
CONTENT ...
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UNDERSTAND CONTENT REQUIREMENTS
Use visualisation to reveal the insight behind
the data
Make it short, snackable and shareable
Select an interesting data point
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ENSURE APPROPRIATE PROCESS ARE IN PLACE
TIME
Format Appropriate
War Room
Authority to engage
Cross-functional
team
Duplication
Cross-Platform
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PUT TOGETHER AN IMPLEMENTATION PLAN
$Resources, IT,
Process & Content
+Time & Ecosphere
+Crisis
!Insights & Strategy
+
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THERE IS MORE TO GOING LIVE THAN PRESSING A BUTTON
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MONITORING IS CRITICAL
24/7
AEs
Crisis
Questions
Relationships
Technology
People
Insights
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SOCIAL MEDIA IS A LIVE CHANNEL -
ADAPT
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KEY LESSONS FROM TODAY
