Slides used by Daniel Ghinn & Paul Grant when we hosted SMi's MasterClass in 'Social Media in Pharmaceuticals', in London during April 2010.

1. Social Media in Pharmaceuticals Masterclass 14th April 2010

2. Welcome

3. Your masterclass leaders Daniel Ghinn Director of Digital Engagement, Creation Healthcare Paul Grant Head of Strategy Implementation, Creation Healthcare

4. Masterclass Agenda 9.00 Registration and Coffee 9.30 Introduction to social media in pharma 10.15 Social media platforms for pharmaceutical companies 11.15 Morning Coffee 11.30 Social media concepts for pharmaceutical companies 12.30 Lunch 1.30 Special considerations for pharmaceutical companies 2.30 Applying what you have learned 3.15 Afternoon Tea 3.30 Defining your social media engagement strategy 4.30 Your questions answered 5.00 Close of Masterclass

5. Welcome Who are you? Why are you here? Your expectations, hopes & outcomes? What was your most recent social media experience?

6. Introduction to Social Media in Pharmaceuticals What is social media, and why does it matter?

7. What is social media? Digital media enabling social interaction between people

8. 2-way conversations Sharing Community

9. Where issocial media happening? Blogs Microblogs Open social networks Targeted social networks Media & content sharing platforms

11. Why does it matter?

12. Traditional media only person person Traditional media message person person Media release issued Traditional media respond by interpreting & commenting on story

13. Social media integrated with traditional media person person person offline & online media person message person person person person person person person Message is embedded in the digital media community. Listening to & speaking the language of the community Offline media respond to digital community activity with strong ‘cause’ message. Media coverage adds to digital community effect. Community interacts and takes ownership of message

14. ‘Hypermiling’ with Toyota IQ

15. What is social media NOT? An end in itself A strategy A magic bullet

16. Social media in healthcare Some examples

19. Healthcare engagement in a digital world

20. Healthcare engagement in a digital world

21. Connecting it Together:Johnson & Johnson (Corporate) Some examples

26. Social Media Platforms for Pharmaceutical Companies

27. Creating a movement Conversation Credibility Community Cause Content Collaboration Competition

28. Build your own or join a network? Doctors.net.uk: Independent network for doctors in the UK, with over 170,000 members Simply4doctors.co.uk: AstraZeneca’s resource for doctors & primary care nurses in the UK

29. doctors.net.uk: opportunities for engagement

30. doctors.net.uk: engaging targeted network

31. Choosing a social media platform Who do you want to engage? Why? What do you want them to do? Do they currently use social media? How? How will you measure success?

32. Break

33. Social Media Concepts for Pharmaceutical Companies

34. Concepts for engagement Determine Determine Define Define Deploy Deploy Discover Discover Direct Develop Direct Develop Design Design Creation Interactive’s Discovery Methodology for informed engagement strategy

35. Listening to conversations Search Alerts ‘Buzz’ monitoring and analysis

36. Social media search: socialmention

37. Twitter alerts: SocialOomph

38. Twitter alerts: SocialOomph

39. Social media monitoring: Radian6 Mentions of ‘stop smoking’

40. Media types analysis (Radian6) Media types by conversation keyword ‘stop smoking’ Champix

41. Analysing conversation detail (Radian6)

42. Engaging stakeholders & patients

43. Measuring results

44. Social media insight tools

45. Lunch

46. Special Considerations forPharmaceutical Companies

47. Regulatory compliance What are the primary regulatory factors to consider when planning social media in your markets? From a regulatory perspective, what risks are associated with social media?

48. Engaging your regulatory colleagues How is social media engagement affected by regulatory compliance? What are the risks? How and when should you involve colleagues from legal & medical in your social media strategy?

49. International health consumers

50. Applying What You Have Learned

51. Achieving your goals What are your goals? How can social media help you achieve your goals?

52. Break

53. Defining your strategy Discover: What do you need to know? What will you measure? Determine: How will what you measure affect your strategy? Define: Outline the strategy Direct: Which internal colleagues will play a role in the strategy’s success? How will you ensure colleague ‘buy-in’ to the strategy? Design / Develop / Deploy: What steps will you take to implement the strategy? Discover: What will you measure to ensure maximum engagement? How will you measure results against business objectives?

54. Your questions answered

55. What next? Your feedback More questions?