Pre-conference workshop at exl digipharma held March 28th, 2011 @Boehringer headquarters by Silja Chouquet and Sabine Kostevc

1. How do you do that?

2. A social media definition
Source: What the f**k is social media, Espresso, brandinfiltration.com

4. A societal phenomena?
“Society must be organized in such a way that man's social,
loving nature is not separated from his social existence, but
becomes one with it.”
Erich Fromm

5. Online tribes...

6. Online Health Audience Growing (USA)
Online and eHealth Market Trending Online Health Info Seeking
eHealth Consumers
ePharma Consumers
*
**
Adults Online
Past 12 Months
179.6 million
157.5
145.7
131.8
116.2
Online for
“eHealth” 99.0 102.3
Health 89.6 93.5
82.8 81.4
157.5 million 70.8
63.3
54.5
45.7
41.1
26.0
Online for
“ePharma” Rx Info 102.3
2002 2003 2004 2005 2006 2007 2008 2009
million
In Millions
* eHealth Consumers = Consumers who have conducted health information
seeking activities online in the past 12 months for themselves or others.
** ePharma Consumers = Consumers who have researched prescription drug
information
Source: Cybercitizen Health®
online in the past 12 months for themselves or others.
v2.0-9.0
Roche Group Communications

7. HCP Use of Online/Social Media Has Grown
Average Physician Spends 8 Hours Per Week
Online for Professional Purposes (vs.2.5 Hours in 2002) 1
Already interact with drug and device companies online
87%
(up 23% since 2004) 1
Are already using or are interested in physician online
60%
communities 2
56% Are interested in using social media to have product
discussions with healthcare companies 3
64% Currently have smart phones
This is expected to increase to 81% by 20121
1 Manhattan Research, Taking the PulseTM v9.0, 2009.
2 Manhattan Research, Taking the PulseTM v8.0, 2008.
3 Manhattan Research ePharma Physician® v9.0
(All statistics drawn from press releases, published white papers and other publicly available sources). Accessed at
www.manhattanresearch.com
Roche Group Communications

8. Top Pharma companies are getting active
Social Media Brand / Product Disease
Social Media Corporate Social
Company Policy Complete Social Media Awareness Social
“Listening” Media Activities
or in Development Activities Media Activities
JnJ
Pfizer
Roche
GlaxoSmithK
line
Novar7s
Sanofi-­‐
Aven7s
AstraZeneca
Abbo=
Merck
Bayer
Eli
Lilly
Bristol
Myers
Squibb
Roche Group Communications
3

9. Empowered Patients are Helping Each Other…
…Doctors Too
www.nhs.uk
Roche Group Communications 4

10. No “one size fits all” model
Approach will be different based on goal
• Brand building
• Reputation management
• Crisis communication
• Customer support
• Product development
• Generating orders
• Education
• …
Roche Group Communications

11. The Value of Listening first
Monitoring can inform us:
• What the top issues are that matter to
our customers
• Where our customers live online
• How you can add value for our
customers
• When you should engage the
community
• Why customers are passionate on
certain topics
• Who is driving share of voice
Roche Group Communications

12. Listening objectives - different parts of the organization have
different objectives for listening
Func7on
Corporate
Brand
teams Market
research Clinical
comms development
12

13. Where to start?
How
do
they
speak?
What
should
I
What
search
listen
too? terms
should
I
use?
Who’s
What
are
they
Online? actually
saying?

14. Let the information come to you
Listening
Social
Media Data
Techniques
Unbiased,
Well-­‐defined
EffecEve
relevant
sources
search
terms
insights

15. Where to listen to what?

16. messages
3

17. Boolean
Basics
• cat
OR
dog
cat dog
• cat
AND
dog
cat
dog
• cat
NOT
dog
cat dog

18. Unique vs. Common
VS.

19. And how should I sort the sources?
World
Wide
Web
Social
Media
Project/Disease
Specific

20. Accuracy vs Amount

21. Sentiment
21

22. How
do
w
e
ba
lance
it
ou
t?

23. Different social media listening outputs
1 Social media audit
• Understand customer needs and ecosystem
• Identify main themes of customer discussions
• Evaluate attitudes and sentiments
• Etc.
2 Interactive Dashboard
•Reputation tracking
•Safety issue monitoring
•Brand tracking
•Measure impact of promotional efforts
3 Influence mapping
•Identify voices driving critical conversations
•Profile key online influencers online and offline
•Understand what motivates them and how you can engage

24. Thoughts of AE reporting
Majority of AEs identified on social media not reportable
1.an identifiable patient
2.an identifiable reporter
3.a specific drug or biologic involved in the event
4.an adverse event or fatal outcome
Only 1 in 500 posts have all this info.

25. Can pharma use twitter to engage?

26. Twitter basics
Hashtag
#
Connect
Post @ Reply
Followers
Participate
Following
Retweet RT
D
Direct message
29

27. Direct message = email
YOU HER
30

28. @ reply = email, cc everyone
YOU HER
30

29. RT = forward mail, cc everyone
HER YOU
30

30. Roche’s Twitter use cases
Mix of information and contact channel
In-bound out-bound
Monitoring of relevant topics Additional channel for info distribution
Early warning on issues Connect with stakeholders
New back channel for questions Conference/event coverage
Gather Feedback and service ideas Human voice
Roche Group Communications

31. Roche Twitter case study
Example: outbreak of swineflu in spring 2009
Monitoring showed peak in mentions of Roche and Tamiflu, influenza
We tweeted links to
• backgrounders on pandemic planning
• Educational info about influenza
• news by WHO, CDC …
• Answered media enquiries
for b-roll, photos, details
• Directed to local media contacts
• Corrected mis-information…

32. Roche Twitter case study
Example: Diabetes Blogger complaining
• Provided UK helpline details
-> blogger not interested in calling,
wants answer on his channel
• informed UK communications
+ Accu-Chek team to follow up
• gave (DM) updates to blogger
that matter was looked into

33. IR & Media News
(can be automated)
Build a profile and
engage followers
through:
• Responses
• Re-Tweets
• Questions
• Science topics
• Pictures
•„non-business“
tweets

34. Over past 18 month big pharma set up a presence on twitter
Start
of
twiYer
ac7vi7es
2008 2009 2010
@Boehringer @AstraZenecaUS @JNJComm @Amgen @Pfizernews
@Novar7s @Roche_com @genentechnews @AstraZeneca
@GSKUS
Whydot twitter analysis
34

35. Despite late entry, Pfizer most followers
!"#$%&'()'*(++(,%&-'(.'/,01%&'
#
of
Followers MENO"!)P"Q0<"!)P"R<H"$!S"
$!!!!" )+$*"
)!!!"
'!!!" *+!!"
*!!!"
&')!"
%!!!" &(*%"
+)!%" +*&$"
&!!!"
()+$" ('%&" ()'!"
(%'$"
+!!!" Avrg
followers:
4835 ((!+" ((*)" (#$+"
#&*+" #*%)" #*'!" #+)#"
(!!!" #(%$"
#$#%" $)%&" $')+"
#!!!" $%$*"
$!&'" $$%*" $$)$" $!!%" $$)$"
%('" *+$"
$!!!"
!" !" !"##+"
!"
5"
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1:
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30
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30
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,
,
,
Source:
www.twiYer.com,
July
13th,Dec
31st
2009,
October
18th;
whdotpharma
analysis 35

36. Divide on “following” policy
!"#$%&'()'*(++(,-./'(.'0,-1%&'
#
of
Following 'N<OP"%$+"Q0A"%$+"RAC"!%S"
'%%%"
)+,*$"
)#%%" )+)(&"
)+!!!"
)%%%"
!+&#%"
!"##$"
!#%%" !+',!" !+',#"
!"%$#"
$,&"
!%%%" (%#"
#%%" Avrg
following:
793 ,%'" '',"
'#&"
"!&'" !,'" "!()" !##"
!%!" !%%"
"%" "%" "%" "#%" !)(" *("
"*&" *$" "$" !!" $" "%" %" %"
%"
2"
"
0"
"
I"
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E"
;"
;"
"
"
?
HI
4
;
AE
50
0:
0:
2M
KH
2?
A1
50
?
40
AE
234
LE
@/
F?
/
JI
4
14
E
G0
40
61
<>
29
=/
01
-
0A
-
-
C2E
<=
80
G0
D
-
./
2C0
4C
67
-
C2E
F;
40
-
B0
-
-
F;
50
-
-
-
Source:
www.twiYer.com,
July
13th,Dec
31st
2009,
October
18th;
whdotpharma
analysis 36

37. Difference in updates = different degrees of engagement?
!"#$%&'()'*+,-.%/'(0'.123%&'
#
of
Updates M-NO#*'P#Q53#*'P#R3=#"*S'
"%$*#
"*'$# "*)'#
"***#
($*#
&!+#
$+(# $$!#
$*)#
$**# +*+#
!'*#
!+'#
!""# !*!#
Avrg
updates:
456 %&"# %$!#
%*(# %!*#
%$*# "$$#
"'+# ")%# "$&#
"!!#
'%# ('# )'# ('# ("# '+#
%)# %*# &# !(#
*# *# *#
*#
#
#
#
A#
<#
<#
9#
7#
5#
#
>#
1
@A
<
3>
:5
5J
5J
7C
E@
34
:5
71
01
95
3>
B>
789
20
;1
9
49
DA
4>
?5
95
7I
-/
.0
54
,
53
LF
,
,
=7>
H5
-.
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,
60
9=
7=5
FG
,
=7>
;<
95
,
K5
,
,
;<
:5
,
,
,
Source:
www.twiYer.com,
July
13th,Dec
31st
2009,
October
18th;
whdotpharma
analysis 37

38. Roche moves into “engaged“ quadrant; AZ and Vertex move closer
#
of
Following
Listen Following
vs.
followers
by
pharmaco:
Oct
10
!"##"$%&'()*+(,"##"$-.*(/0(123.435"6(7-5(89:;5<(=8( Engaged
&!!!"
%#!!"
%!!!"
$#!!"
$!!!"
Avrg
following:
793
#!!"
@Roche_com
!"
Think
!" %!!" '!!" (!!" )!!" $!!!" $%!!"
Talk
$'!!"
#
of
Updates
Avrg
Updates:
456 Avrg
Bubble
size
=
#
of
followers
Source:
www.twiYer.com,
July
13th
and
Dec
31st
2009;
whdotpharma
analysis

40. Example: measuring results
Publication of Roche guidelines
• Over 100,000 people were
reached with the twitter
news about the publication
of the guidelines
• People commenting on the
matter included marketers,
journalists, bloggers,
doctors and patient
advocates
Number of clicks on link + Statistics on inbound traffic on website
Number of re-Tweets or reactions
Stories, comments, relationships created