social media presentation - 2012 epharma summit
TRANSCRIPT
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The pharma conundrum
Mike Myers
@mikermyers
www.palio.com
www.pharmapps.com
It all works because of connectivity
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“We don’t have a choice on whether we do
social media, the question is how well we
do it”- Erik Qualman
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0
5
10
15
20
25
30
35
2009 2010 2011 2012
E-reader Installed Base
E-reader Installed Base
1.9%
5.4%
8.7%
12%
Source: eMarketer, 2011
+ The law of diffusion of innovation
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+Be aware, not afraid
The #1 objection to
social media
among healthcare
companies
Adverse Event
Reporting!
+Be aware, not afraid
The Myth
If given the opportunity, patients
will post “adverse events” that need to be reported to the
FDA
+Be aware, not afraid
The Reality
1 in 500 posts actually contains all
the information required for an adverse event
report
+The big 3
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“Bad artists imitate, good artists steal.”
- Pablo Picasso
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Shirley Ledlie, a cancer survivor, comments on their site about her permanent hair loss post using Taxotere
Patient returns to site and finds her post(s) deleted
Shirley goes “ballistic” in the
social media space
Sanofi-Aventis pulls down the
ability to comment on their site
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+Monitor and get involved
Be aware of what people are
saying about your brand
Look outside pharma and
healthcare to see what is
possible
+Monitor and get involved
One tweet starts a firestorm
+Monitor and get involved
And one very public apology
+Monitor and get Involved
One blogger
One tweet
One weekend
7,000 more
tweets
One product fiasco
+ Pfizer Facebook campaign• Blog post complained it was offensive to women
• Pfizer had been deleting critical comments on its Facebook page
• Snowball effect ensued
• Ad removed – apology issued
• Lesson learned?
+“The ROI of social media is your
business will still exist in 5
years…” - Eric Qualman
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“Bad artists imitate, good artists
steal.”- Pablo Picasso
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Thanks.Presentation is available at:
www.slideshare.net/paliosaratoga
#mikermyers