Can Pharma Embrace Social Media? Social Media in Pharma July 12, 2011 Panel:Alex Butler, EMEA Marketing Communications Manager, Janssen Daisy Chhatwal, Senior Manager Regulatory Affairs, MedImmune Ellen Hoenig-Carlson, Founding Partner, AdvanceMarketWoRx Eileen O’Brien, Director of Search & Innovation, Siren Interactive
Rules of Engagement - Can Pharma Embrace Social Media
1. Can Pharma Embrace
Social Media?
Social Media in Pharma
July 12, 2011
Panel:
Alex Butler, EMEA Marketing Communications Manager, Janssen
Daisy Chhatwal, Senior Manager Regulatory Affairs, MedImmune
Ellen Hoenig-Carlson, Founding Partner, AdvanceMarketWoRx
Eileen O’Brien, Director of Search & Innovation, Siren Interactive
2. Agenda
Is social media right for Pharma?
How can pharma get started in social media? What
are the first steps?
Who in pharma is doing a good job of using social
media?
What are some industry best practices?
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6. The Power of Social Media
1%
9% 90%
Key Influencers
Sharers Audience
Source: Jake McKee & 90-9-1.com
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7. Cautionary Tale
KV Pharmaceutical Company launches Makena
The News
“First and only treatment approved by the U.S. Food
and Drug Administration (FDA) to reduce the risk of
preterm birth in women who are pregnant with single
baby and who have delivered a baby too early
(preterm) in the past.”
OR
“Premature labor drug spikes from $10 to $1,500”
- MSNBC
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8. Cost Storyline Pushed on Facebook
>1,200 Likes in a week
Widespread attention
Media frenzy
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9. A Trust Partner Lost
“…immediately cease and desist
the use, distribution or
publication of or reference to
the March of Dimes name
and/or logo on any materials or
communications in connection
with KV Pharmaceuticals.”
-Jennifer Howse
President, March of Dimes
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10. A Teachable Moment
KV sent cease and desist letter
to pharmacies
FDA announces: no
enforcement action
U.S. Representatives respond
KV shares plummet
KV cuts price in half
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11. What is “Right” For Pharma
Listen and learn
o Funnel adverse events via standard procedures
Offer value by creating “shareworthy” material,
make it easy to share, let patients take it social
Social media is a tactic, not a strategy: should
support marketing or organization goals
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22. BioPharma Presence
More than 40 channels on YouTube from biopharma
companies on prescription drugs, unbranded disease
awareness and companies
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23. YouTube Comments
Comments can be turned
off, allowed to go live
immediately or sent for
approval via email
Most biopharma
companies choose not to
accept comments and
refer people to their other
communication channels
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25. Major Companies on Twitter
More than 55 biopharma Twitter accounts: company,
disease awareness and branded
Many using as PR vehicle, not necessarily interacting
with audience
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32. Pharma & Facebook
Gardasil was first
Today, more than 40
biopharma pages
for companies,
brand and
unbranded
communications
oClosed wall = 1
way
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