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Pharmaceutical companies and
       social media
          May 2012
General shifts in Healthcare
Lots of Health related communities
But in the middle east…..
WHAT IS SOCIAL MEDIA?
Not just Facebook
• Social media is any media where two way
  dialogue can occur, like comments on a news
  article, engaging in discussion forums, what’s
  app and bbm messenger on
  smartphones, Youtube videos, blogs, facebook
  and more

• Don’t forget Google!
WebMD
• Jan 2012 –
• WebMD.com has 107 million unique visitors
  each month, and total traffic of 2.24 billion
  page views in the third quarter of 2011
• WebMD revenues fell about 10%
  to $20million. Experts and trend strategists
  suggest that consumers are turning to other
  sources for medical information i.e. social
  media.
What’s the problem?
• Critics and users alike have complained that
  the company is a ‘drug pusher’, putting
  out content that steers consumers towards
  drugs manufactured by advertisers such as Eli
  Lilly

• TOO MUCH OF A HARD SELL. USERS GETTING
  TURNED OFF
Some more issues
• The site has become tougher to navigate. Numerous ads
  and banners make for a more noisy and
  distracting environment.
• Too much content makes it confusing for users to quickly
  find what they’re looking for. E.g. Searching for a migraine
  solution is like searching for a needle in a haystack – should
  one start with symptom checker, Health A-Z or Health
  Conditions?
• The site desperately needs to be re-designed so that it is
  more focused on consumers rather than advertisers.
• Outdated content is an issue. Case in point – on the Expert
  blog ‘Recent Posts’ are dated October 2011 (as of this
  writing).
Some stats
• 96% of the nearly 23,000 consumers surveyed
  by National Research use Facebook to gather
  information about health care, with 28% using
  YouTube and 22% using Twitter.
• Hospitals, health-care providers and private
  insurers also are seeing social media as a tool
  to engage consumers
Pharma companies website traffic
Define your audience
• B2B – you sell directly to doctors and hospitals
• B2B2C – you sell to pharmacies and they sell
  to customers

• Brand awareness – do you want customers to
  know your name so that in the pharmacy they
  choose your product? Or do you prioritize
  doctors?
PHARMA MARKETING TO
PHYSICIANS
Pharmaceutical Companies And Social Media
Pharmaceutical Companies And Social Media
Pharmaceutical Companies And Social Media
Pharmaceutical Companies And Social Media
Pharmaceutical Companies And Social Media
Pharmaceutical Companies And Social Media
The proliferation of small and large communities is the
   result of physicians’ increasing need to share ideas and
   discuss clinical cases with colleagues in every part of the
   world.

   The analysis highlights a very complex social landscape,
   with a very strong community presence in the US, but
   also a significant presence of more or less large local
   communities almost worldwide.




http://www.publicishealthware.com/HP3Image/content/facts/
maps_social_Final_grande.jpg
Creating content that’s useful to other
   businesses (nearly all are social)
PHARMA MARKETING TO
CONSUMERS
Pharma Marketing to Consumers
•   One-third of consumers are using Facebook, Twitter and other social media sites to
    seek medical information, discuss symptoms and express their opinions about
    doctors, drugs and health insurers, according to a new report

•   In the survey of 1,060 people in February, 45% of consumers said information
    found through social media would affect their decision to get a second medical
    opinion and 34% said it would affect their decision about taking a specific
    medication.

•   “Those medical providers and payers who are able to use social media are likely to
    do better in the marketplace as consumers make these decisions,” said John
    Edwards, a director in PwC’s healthcare strategy and business intelligence practice.

•   “But our research shows that consumers’ expectations continue to outpace the
    ability of providers and payers to deliver.”

•   (source PWC Health research 2012)
Do they trust you?
• Consumers were more likely to trust
  information posted by doctors and hospitals
  compared to insurers and drug
  companies, the survey found. Only 42% of
  respondents said they would trust information
  posted by insurers and 37% for a
  pharmaceutical company.
Know your audience!
Who are you trying
to attract?

Then decide which
social network is
best.
WHY SOCIAL MEDIA AGAIN?
……All these have the infrastructure, the eyeballs
and the apps to make it a really easy experience
Why social media – the consumer
            point of view
• Not everyone is an expert in navigating
  through your website, or even finding your
  website
• These days technology has become much
  more social (think Siri on the iphone)
• Its easier for me to ask someone like me
  online, its quicker and I trust them more
• Most people’s first experience with the web
  these days will start with Facebook
Why social media – the physician point
              of view
• Easier to collaborate and share information
• Smartphones are enabling real time comms
  and updates
• The world is flat more connections = faster
  response to problems
WHAT SHOULD YOU BE DOING
Its not always about the channel its
             about listening
• Geographical and semantic language
  processing key
• If people are talking about having heart issues
  and you want to push your pregnancy
  medication, people will just turn off
• What is the data really telling you? Can you
  pre-empt something?
It IS about the consumer
• Make sure you’re providing a solution to a
  problem – are you helping other patients
  connect with similar people? Are you creating
  a community?
• Are they finding it hard to get the info they
  need? Try doing some Google searches with
  keywords your consumer might use and have
  a look at the journey
Make sure its legal!
• Do check with your local Drug Regulation
  Agency to make sure you’re not over stepping
  any boundaries.
Resource for communities and social
 media presence of pharma globally




http://www.doseofdigital.com/healthcare-
pharma-social-media-wiki/
References
• http://agentd.com/whitepapers/Pharma_20_Heading_Towar
  d_Social_Media_Marketing.pdf
• PWC Health
   – http://www.pwc.com/us/en/health-industries
• IDC Health
   – http://lifesciencesinsight.com/Client/CTP/Files/Lynne%20Dunbrack.pd
     f
• Publicis Healthware
   – http://www.publicishealthware.com/en/aboutus/home/entry/0/177/
     0/default.html
• Dose of Digital
   – http://www.doseofdigital.com/healthcare-pharma-social-
     media-wiki/

Mais conteúdo relacionado

Pharmaceutical Companies And Social Media

  • 1. Pharmaceutical companies and social media May 2012
  • 2. General shifts in Healthcare
  • 3. Lots of Health related communities
  • 4. But in the middle east…..
  • 5. WHAT IS SOCIAL MEDIA?
  • 6. Not just Facebook • Social media is any media where two way dialogue can occur, like comments on a news article, engaging in discussion forums, what’s app and bbm messenger on smartphones, Youtube videos, blogs, facebook and more • Don’t forget Google!
  • 7. WebMD • Jan 2012 – • WebMD.com has 107 million unique visitors each month, and total traffic of 2.24 billion page views in the third quarter of 2011 • WebMD revenues fell about 10% to $20million. Experts and trend strategists suggest that consumers are turning to other sources for medical information i.e. social media.
  • 8. What’s the problem? • Critics and users alike have complained that the company is a ‘drug pusher’, putting out content that steers consumers towards drugs manufactured by advertisers such as Eli Lilly • TOO MUCH OF A HARD SELL. USERS GETTING TURNED OFF
  • 9. Some more issues • The site has become tougher to navigate. Numerous ads and banners make for a more noisy and distracting environment. • Too much content makes it confusing for users to quickly find what they’re looking for. E.g. Searching for a migraine solution is like searching for a needle in a haystack – should one start with symptom checker, Health A-Z or Health Conditions? • The site desperately needs to be re-designed so that it is more focused on consumers rather than advertisers. • Outdated content is an issue. Case in point – on the Expert blog ‘Recent Posts’ are dated October 2011 (as of this writing).
  • 10. Some stats • 96% of the nearly 23,000 consumers surveyed by National Research use Facebook to gather information about health care, with 28% using YouTube and 22% using Twitter. • Hospitals, health-care providers and private insurers also are seeing social media as a tool to engage consumers
  • 12. Define your audience • B2B – you sell directly to doctors and hospitals • B2B2C – you sell to pharmacies and they sell to customers • Brand awareness – do you want customers to know your name so that in the pharmacy they choose your product? Or do you prioritize doctors?
  • 20. The proliferation of small and large communities is the result of physicians’ increasing need to share ideas and discuss clinical cases with colleagues in every part of the world. The analysis highlights a very complex social landscape, with a very strong community presence in the US, but also a significant presence of more or less large local communities almost worldwide. http://www.publicishealthware.com/HP3Image/content/facts/ maps_social_Final_grande.jpg
  • 21. Creating content that’s useful to other businesses (nearly all are social)
  • 23. Pharma Marketing to Consumers • One-third of consumers are using Facebook, Twitter and other social media sites to seek medical information, discuss symptoms and express their opinions about doctors, drugs and health insurers, according to a new report • In the survey of 1,060 people in February, 45% of consumers said information found through social media would affect their decision to get a second medical opinion and 34% said it would affect their decision about taking a specific medication. • “Those medical providers and payers who are able to use social media are likely to do better in the marketplace as consumers make these decisions,” said John Edwards, a director in PwC’s healthcare strategy and business intelligence practice. • “But our research shows that consumers’ expectations continue to outpace the ability of providers and payers to deliver.” • (source PWC Health research 2012)
  • 24. Do they trust you? • Consumers were more likely to trust information posted by doctors and hospitals compared to insurers and drug companies, the survey found. Only 42% of respondents said they would trust information posted by insurers and 37% for a pharmaceutical company.
  • 25. Know your audience! Who are you trying to attract? Then decide which social network is best.
  • 27. ……All these have the infrastructure, the eyeballs and the apps to make it a really easy experience
  • 28. Why social media – the consumer point of view • Not everyone is an expert in navigating through your website, or even finding your website • These days technology has become much more social (think Siri on the iphone) • Its easier for me to ask someone like me online, its quicker and I trust them more • Most people’s first experience with the web these days will start with Facebook
  • 29. Why social media – the physician point of view • Easier to collaborate and share information • Smartphones are enabling real time comms and updates • The world is flat more connections = faster response to problems
  • 30. WHAT SHOULD YOU BE DOING
  • 31. Its not always about the channel its about listening • Geographical and semantic language processing key • If people are talking about having heart issues and you want to push your pregnancy medication, people will just turn off • What is the data really telling you? Can you pre-empt something?
  • 32. It IS about the consumer • Make sure you’re providing a solution to a problem – are you helping other patients connect with similar people? Are you creating a community? • Are they finding it hard to get the info they need? Try doing some Google searches with keywords your consumer might use and have a look at the journey
  • 33. Make sure its legal! • Do check with your local Drug Regulation Agency to make sure you’re not over stepping any boundaries.
  • 34. Resource for communities and social media presence of pharma globally http://www.doseofdigital.com/healthcare- pharma-social-media-wiki/
  • 35. References • http://agentd.com/whitepapers/Pharma_20_Heading_Towar d_Social_Media_Marketing.pdf • PWC Health – http://www.pwc.com/us/en/health-industries • IDC Health – http://lifesciencesinsight.com/Client/CTP/Files/Lynne%20Dunbrack.pd f • Publicis Healthware – http://www.publicishealthware.com/en/aboutus/home/entry/0/177/ 0/default.html • Dose of Digital – http://www.doseofdigital.com/healthcare-pharma-social- media-wiki/