the social media gap in pharma & lifescience
DESCRIPTION
This is the presentation i provided to an audience of 30 sales and marketing executives in pharma. Containing cases of Armstrong , Barcelona stop smoking and moreTRANSCRIPT
CLOSE YOUR SOCIAL MEDIA GAP
5 lessons for your quick start
1 Pascal Tack – TippingPoint.be
The new citizen
• He lost trust in “experts” • Believes in his own authority
but = realistic • Uses his own mental kompass • Creates his own circles of trust
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MEET THE NEW CITIZEN
‘’ I SAY WHAT I HOPE I DO WHAT I CAN’’
Lesson 1
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His usage of social media is a fact
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His critical mind is fed Christelijke Mutualiteit learns members how to compare Hospitals
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His critical mind is fed Quality indicators for Hospitals turn transparant
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His critical mind is fed Patients score doctors on-line
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Hospitals turn social – “ creating brand preference”
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He is informed His trusted sources of information for medicine
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Is this your Social Media strategy?
“ SO ME & DIGITAL ” THE CORNERSTONE OF MODERN
MEDICAL & LIFE SCIENCE PROGRAMS
LESSON 2 Awareness
Public Relations Follow-up of treatments
Satisfying The “Self Directed” Patient
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Awareness Program “ Dementie”
Obama gathers support for its Health Care program
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The I – coach The Barcelona Team helps you to stop smoking
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TECHNOLOGY CAN DO PLENTY .. BUT WHAT’S RELEVANT FOR YOU?
START LISTENING Lesson 3
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Start using Google alerts for news and blogs
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Follow conversations on Facebook
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Facebook Graph search
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Facebook Graph search
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Follow conversations on twitter - easy to automate via tweetdeck
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Create archives via free tools
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Look for trends
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Check the relevance and size of the problem
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Check the relevance and size of the problem
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START CONVERSATING Lesson 4
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START CONVERSATING…
BUT FIRST, THINK ABOUT YOUR STRATEGY
Lesson 5
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Start the conversation
• Who’s your target? • What’s your objective
• Turn into an expert? • Create customer utility
– Treatment follow-up? – Identify patients
• Protect your name – Domain name – Twitter name – Facebook name – Pintrest, You Tube, Flick-r
Create a Content & Touchpoint strategy
an example
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Raise money with investors?
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Create Your own Channel? 2 Belgian Examples
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Find the Connected and Early adopters. TNS says : Future Shapers
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Growth? Find and conversate / influence via social media
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A lesson from FMC Track your performance .. Number of people following you
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But what matters more, the engagement
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27 years of cross channel media experience
- Head of Marketing @ Deutsche Bank - Member of Management Committee
- Direct Marketing Manager - Citibank
- Co-Owner & Managing Partner @ Famous Advertising / I-Do - Belgacom, Inbev, Axa, Dela, Mars Pet Foods, Janssen Pharma, Nutricia…. - Winner of Golden Lions at Cannes 2007 / 3th ranked DM agency Worldwide - Most efficient agency of the year 2008
- Digital & Interactive director McCann Brussels
- Owner of TippingPoint.be - methods via my Linkedin profile
Active on Facebook, Twitter and Linkedin [email protected] /0494.856125