Valtech - Pharma 2.0: heading towards social media
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How social media can transform the relationship between pharma industry and patients... @Valtechdays2011
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Valtech - Pharma 2.0: heading towards social media
- 1. ‘A Little Less Conversation a little more action’ Pharma 2.0: Heading towards social media
- 2. AGENDA INTRODUCTION PHARMA 2.0 – FIRST STEPS CONCLUDING THOUGHTS
- 3. INTRODUCTION
- 4. PHYSICIAN USE OF THE INTERNET IS REPLACING TRADITIONAL SOURCES 2009 100% +13% -13% -14% -23% -28% Internet Meetings and Professional Pharmaceutical Dinner Conferences Journals Representatives Meetings Source: : Manhattan Research Physician HealthForum 2009, n=500
- 5. HCP & PATIENT ONLINE BEHAVIOUR Patients are finding knowledge, comfort, strength in patient communities, user generated content and other online platforms We have entered the era of the e-patient: groups who experience a high incidence of chronic disease are empowered.
- 6. YES, SOCIAL MEDIA FOR PHARMA IS HARD No clear regulatory guidance ///////////////////////////////////////////////////////////////////// Do your best to take these at a Potential claims risk consistent time but don’t panic if you miss one.. It really is still effective. No clear route to ROI Trust levels are low 44 year old female ////////////////////////////////////////////////////////////////// I feel it’s necessary to switch brands after each bottle to fully benefit from it’s full potential.. I just think that it is good for your body. 47 year old female /////////////////////////////////////////////////////////////////
- 7. WHERE TO START? LISTEN … and learn TALK EMBRACE Be part of the The collective conversation intelligence ENERGIZE SUPPORT Provide information Find and engage PoLs and KoLs and guidance
- 8. START WITH LISTENING … AND PLANNING QUANTITATIVE STRATEGIC GOALS QUALITATIVE MARKET INSIGHT ORGANISATION THE BRAND CONVERSATIONAL BRAND COMPETITOR INSIGHT ASSETS, CONTENT OBJECTIVES INTELLIGENCE (WHAT PEOPLE WANT & RESOURCES. AND VISION AND NEED) LEGAL, REGULATION SOCIAL LISTENING SOCIAL PLANNING SOCIAL OPPORTUNITIES MICRO & SUSTAINABLE
- 9. PHARMA 2.0 – FIRST STEPS
- 10. THE RIGHT TEAM CORPORATE SALES MARKETING COMMUNICATIONS MARKET COMPETITOR ENVIRONMENT IT MARKET VISIBILITY RESEARCH SYSTEM INTEGRATION TRAINING
- 11. LEGAL FROM THE START
- 12. FOCUS GETTING INFORMATION OFF THE INTERNET IS LIKE TAKING A DRINK FROM A FIRE HYDRANT.
- 14. AN ITERATIVE AND ADAPTIVE PLAN Adjust Insights Insights Plan Design Launch Plan Improved Measure Adjust Design strategy Launch Measure Improved Initial Iterative cycle strategy listening Iterative cycle strategy Learning curve Learning curve
- 18. LISTENING DELIVERS COMPETITOR SENTIMENT MEDIA INTELLIGENCE BRAND REPUTATION TRACKING MAPPING ANALYSIS ANALYSIS INFLUENCER SOCIAL MEDIA CONVERSATIONAL IDENTIFICATION CHANNEL INSIGHT KOLS//POLS IDENTIFICATION AND IMPACT BASELINE SHARE OF VOICE FOR MEASUREMENT / THE UNEXPECTED FUTURE ADVOCATE RANKINGS ACTIVITY
- 19. ACTIONABLE LISTENING CAN DELIVER ROI SHARE OF VOICE GAIN COMPETITIVE ADVANTAGE IMPROVE/MANAGE BRAND LISTENING STRATEGY
- 21. Droits de reproduction • Vous êtes libres de : • - Partager : reproduire, distribuer et communiquer cette présentation • - Remixer : modifier cette présentation • Selon la condition de « Paternité » : • Vous devez impérativement citer le(s) auteur(s) ou le(s) titulaire(s) des • droits (mais pas d'une manière qui suggérerait qu'ils vous soutiennent • ou approuvent votre utilisation du contenu). • Plus d’informations : http://fr.creativecommons.org