"Five Keys to Implementing Social Media" presentation delivered by Alex de Carvalho at the EyeForPharma eMarketing Europe Summit, Berlin, Germany, March 2010

1. AN EYE FOR SOCIAL MEDIA
From Lab Throughout Lifecycle
Alex de Carvalho
@alexdc

2. Alex de Carvalho
@alexdc
@alexdcRx

3. I’m just a social
media user ... and not
a guru, expert, or
swami*!
(*The only Suomi
in me is from my
Finnish heritage)

4. Social media is ...
the greatest thing since sliced bread?
the latest shiny object?
or just business as usual?

5. Imag
es, b
log p
disp osts,
laye and
d in onli
repr this ne m
esen pres entio
t my enta ns o
view tion f bra
s do n nds
ot ne
cess
arily
Do n
ot dr
ive w
hile
te xtin
g

6. SOCIAL MEDIA ADOPTION MATRIX
Company Dimension Aware
Not engaged Engaged
Not aware
Customer Dimension

7. Social media tools are used by millions worldwide to
share brand, product and service experiences
from Traditional Media ... ... to Social Media
Institutional Mediation Distributed Mediation
• Editing Process • Self-editing
• Publishing Process • Updating, Sharing, Participating
• Time and Space Constraints • No Deadlines or Space Limitations
• Professionals with Degrees • Amateurs with Time
Broadcasting Engaging Communities
TV Social Networks
Podcasts
Print My Blog
Radio
Forums
Wikis
Individual Consumption Social Consumption

8. Social media is present in your marketing mix
whether you like it or not

9. And so you have been tasked with making a
recommendation about the social web ...
Now what?
Which elements to address?
What about the line between communications and
compliance?
What are the do's and dont's along the way?
Which virtual toolkits and resources to deploy?
Where’s the return?

10. @gapingvoid

11. Five keys to implementing social media
Brand
Monitoring
Metrics & Strategy &
Measurement Resources
Community Policies &
Management Processes

12. In the social media communications lifecycle
credit: @jowyang
Companies often fail to listen

13. The art of listening
• Understand your customers and your community
• See how and where your brands are mentioned
• Pinpoint customer satisfaction issues
• Find out what really concerns physicians and
patients
• What and where is the false information?
• How are competing brands perceived?
• Reputation management
• Competitive Tracking
• Monitoring market trends

14. If markets are conversations ...

15. ... Are you listening?
What are physicians discussing?
How do patients feel about your brand?
Who’s doing the talking?
Is the medical content accurate?
Is your promotional activity effective?
In what context are your brands mentioned?

16. Recent example: online mentions of Avandia

17. Social media searches show the activity

18. It’s a rising tide of mentions

19. Social media brand monitoring tools keep your team
organized and on top of online mentions

20. The buzz on Herceptin increased FIVE FOLDS following
publication of results in Breast Cancer treatment with
Chemotherapy

21. A single article about Herceptin in Europe’s Lancet
prompted reactions by many US physicians online

22. Brand monitoring platforms
Pull mentions from blogs, videos, medical resources and
forums, patient and physician social networks
Track specific topics, drugs, disease, therapeutic areas
Graphs display daily mentions, rolling averages
Export weekly, monthly, or quarterly reports
Select only the important results to assign further
action
Post company responses on social sites like Twitter

23. Five keys to implementing social media
Brand
Monitoring
Metrics & Strategy &
Measurement Resources
Community Policies &
Management Processes

24. Drug development from the lab to the market ...
Drug Discovery Pre-Clinical Clinical Trials Regulatory Review Sales / Product Lifecycle
New markets
Phase 1 Phase 2 Phase 3 Extensions
Phase 4
Number of Approved
compounds Drug
3+ years 3+ years 6+ years 1.5+ years
How does the emerging social web affect my strategy?
How can I align social technologies with my business goals?

25. ... and throughout the lifecycle
Drug Discovery Pre-Clinical Clinical Trials Regulatory Review Sales / Product Lifecycle
New markets
Phase 1 Phase 2 Phase 3 Extensions
Phase 4
Number of Approved
compounds Drug
3+ years 3+ years 6+ years 1.5+ years
Which social channels should I use to reach my clients?
How do I integrate social media into existing systems?

26. The blockbuster model
Drug Discovery Pre-Clinical Clinical Trials Regulatory Review
Phase 1 Phase 2 Phase 3
Number of
compounds
Approved
Drug = 1 bn
€
3+ years 3+ years 6+ years 1.5+ years
Needed a BIG communications strategy
@armano

27. The specialty model
Clinical trial Clinical trials
Approval 1 M€ Approval 3
Indication 1 Indication 3 M€
Clinical trial
Indication 2 Approval 2
M€
18 months 18 months 18 months
Requires constant adjustment of strategy
credit: @armano

28. With such a proactive model, only social
media…
credit: @armano
… allows you to constantly listen and adjust
credit: @jowyang

29. Five keys to implementing social media
Brand
Monitoring
Metrics & Strategy &
Measurement Resources
Community Policies &
Management Processes

30. socialmediagovernance.com

32. Guidelines define:
The personal use of social media
Operational responsibilities for community managers
How to leverage specific social utilities
How to use the company’s trademarks
Etc.

33. And not just guidelines. Business processes, too
Adverse reaction
reporting process
Customer service
Human resources
False information
Copyrights, patents,
trademark infringements
Crisis management plan

34. Five keys to implementing social media
Brand
Monitoring
Metrics & Strategy &
Measurement Resources
Community Policies &
Management Processes

35. Establish outposts on social networks
Think of it this way. If you are a fisherman you would not
fish for the trophy catch in stagnated water.
You would need to go to where there is fresh water.
That's where the fish are.

36. We all know Facebook is important to the “public”,
but what about to physicians?

37. Physician Social Networking Survey
• In July 2009 Medimix International designed a study to acquire a better knowledge of
physician’s interest and perceptions of current options for social and professional
networking across the world
• An online study was conducted among the following sample between May and July 2009
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38. Facebook Clear Leader in Social Networking
Market for Medical Professionals
Are you a member of any of the following social networks?
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39. Results of social networking survey
43% of physicians are aware of medical-scientific
networking sites; 39% visit those sites.
Physicians are more interested in “receiving”
(more information / access to medical articles)
rather than “sharing /publishing”.
High interest in being able to communicate and
have exclusive interaction with drug/treatment experts
from partnering pharmaceutical companies (70%).

40. Medical sites known by physicians

41. Worldwide community for physicians

42. How to connect with physicians in online communities?
Pharmacists Nurses
Physicians Other HCPs
Connect with peers across the world
Community Update CME requirements
Post questions in discussion areas and forums Participate and learn through detailing
Seek advice from Key Opinion Leaders worldwide Participate in surveys, advisory boards, and research
Learn about conferences, see who else is attending Get publications posted to a worldwide peer community
Marketing Research eMarketing Paid Member Services Advertising
Pharmaceutical Medical Device Biotech Financial Other Healthcare
Companies Manufacturers Firms Analysts Organizations

43. Most important skill for a community manager?
1. Interpersonal skills
2. Interest for technology
(a fearless tinkerer)
3. Business acumen
4. Medical knowledge /
credibility

44. The role of community management in social media
Influence
Authority
Reputation
Identity
Credibility
Presence

46. What about patients online?
ADVERSE REACTIONS: pharma fears
A Pandora’s box? open discussion / comments of customers
Very few posts have a reportable AR
discussions – about 165 per day across
entire pharma industry (Nielsen)
Use social media as “canary in the coal
mine”
Implement social media monitoring,
policy and AR reporting processes

47. Five keys to implementing social media
Brand
Monitoring
Metrics & Strategy &
Measurement Resources
Community Policies &
Management Processes

48. There are lots of ways to measure

49. Measurement:
•Determining the volume and sentiment
around a brand or topic in social media
•Driven by your strategic objectives
•It’s not just about the numbers

50. What are your strategic objectives?
Consumer self-education
Greater visibility in search results
Lower the cost of public relations
Reach an enthusiast community
Become preferred online source of information
Lower cost communication tool
Internal collaboration
Employee satisfaction
Responsive to physician and consumer concerns
etc.

51. “In social - 1 rule of socialactively participate more than others… Social
90 - 9 groups, some people participation
participation tends to follow a 90-9-1 rule where:”

52. A single user may affect or “infect” many others

53. Quality of mentions and relationships, not quantity

54. Five keys to implementing social media
Brand
Monitoring
Metrics & Strategy &
Measurement Resources
Community Policies &
Management Processes

55. Drug Discovery Pre-Clinical Clinical Trials Regulatory Review Sales / Product Lifecycle
New markets
Phase 1 Phase 2 Phase 3 Extensions
Phase 4
Number of Approved
compounds Drug
Keys to
Implementing
Social Media
Brand / 3+ years 3+ years
•
6+ years
Comparing competitors
1.5+ years
Therapeutic Area • Entering the conversation
• Identifying influencers
Monitoring • Understanding physician
• Finding the platforms discussions
Community
• Researching outcomes • Identifying negative or
Management false information
• Developing the approach
Metrics and • Managing the community
Measurement • Measuring quantity and
quality of conversation
• Driven by corporate • Mix of corporate and
Strategy and business units
Resources • Making the business case
• Deploying the resources
• Budgeting resources
• Policies are driven by
Policies and corporate
Processes • Business processes are
implemented
by corporate and by
business units

56. @gapingvoid

57. Image credits
Most images have been purchased from iStockPhoto
Illustrations are credited to David Armano, Jeremiah Owyang, and Jake
McKee. Follow them on Twitter @armano, @jowyang, @jakemckee
“Cartoons on the back of business cards” are drawn by Hugh MacLeod,
@gapingvoid on Twitter
Swami image: http://www.flickr.com/photos/boskizzi/12103933/
Social media is in your marketing mix image: http://www.flickr.com/
photos/luc/1824234195/
Markets are conversations image: http://www.flickr.com/photos/
88543347@N00/80462964/
Jellybeans image: http://www.flickr.com/photos/jspad/450848498/
Any omissions in attribution are unintentional and will be fixed if and
when they’re pointed out

58. Alex de Carvalho
@alexdc
@alexdcRx