Some suggestions for Pharma 3.0:My experience
Murat TanorenCauCAR (Caucasus & Central Asia Region) Marketing Lead, Pfizer Turkey
London, Jan 27th 2011
@bencewom
http://www.linkedin.com/in/tanoren
The statements or opinions expressed in this presentation are my own and do not necessarily represent those of Pfizer.
TODAY TOMORROW HOW?
Q: Is the pharma industry late?
NO
YES
It depends...
Pharma 1.5
Some brands don’t entirely get it.
They don’t allow users to comment on their content.
They don’t allow users to share their content.
They don’t allow users to “like” their content.
Many of these brands are in the OTC pharmaceutical industry.
They are afraid.
They’re on Facebook, but . . .
Stacy Lukasavitz, 2010. http://j.mp/fg6MBp
http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0
S
http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0
1. Do you hold everyone accountable?
• “Social media isn't a box to be ticked or a department to be manned or even a campaign to be launched... You know that social-media department you just built? Go and dismantle it right now, because this stuff is too important to be left to the experts.”1
• “While I'm not suggesting that all companies give the social-media team its own organizational function, it's clear that brand leaders haven't fully examined structural changes that need to be made.”2
• “I see the Social Media Administrator not as someone who develops content and participates in discussions on social media (although they could certainly have a business related personal blog or twitter stream). This is not the senior leadership role for social media in an organization but rather the coordination point for company activities.”3
1. Bloom, J. (2009) “Dedicated Social-Media Silos? That's the Last Thing We Need”, Advertising Age, http://j.mp/3V48L, accessed Sep 13, 2009.
2. Perry, C. (2009) “Why Social Media Isn't Living Up to the Hype (Yet)”, Advertising Age, http://j.mp/xSfFg, accessed Sep 13, 2009.
3. Scott, D. M. (2009) “Is it time for companies to hire a Social Media Administrator?”, http://j.mp/z7OKh, accessed Sep 13, 2009.
A New Breed: Digital Savvy + Coordinator
• 3 capabilities that distinguish them from classic brand managers:
– Integrative thinking: Social tech + brand comm
– Lean collaboration skills: Start with few resources , “They must therefore rely on persuasiveness and charm to beg, borrow, or otherwise co-opt people from across the organization and get them to work together on initiatives”
– High speed: Sometimes daily cycles to scan & react
Spenner, P. (2010) Why You Need a New- Media “Ringmaster”, Harvard Business ReviewImage: http://www.phishposterarchive.com/pollock-posters.htm
2. Have you thought strategically (ie. big) and made sure that you will NOT fail?
Pfizer TR Social Media Strategy
Get to know
social media
Build a
community
Monitor
discussions
about us
• Complete infrastructural
preparation for social
media
• Prepare corporate
guidelines
Phase I Phase IIPhase I
• Monitoring
• Internal communication
• Measurement &
reporting
• Identify right channels
in social media
• Start the execution of
programs
Apr - Jun Apr - … June- ……
3. Did you prepare the presentation that will secure the funding to start?
Allocate funding early on
4. Do you have a corporate policy?
5. Is your front-line executive present in Facebook & Twitter?
6. Did you assume …?
All Age Groups Are Using Social Media
Participation has grown across all
age segments
18-24 segment is leading in participation
– ~90% participate in some way
– ~75% join social networks
55+ segment engagement is increasing
across all types of participation (e.g.,
creators, critics, spectators)
Marketing to 45+ now viable
through social media due to their
increasing participation
Only 28% of online adults 45-54 say they
don’t use social media
Only 38% of online adults 55+ say they
don’t use social media
Source: IMC2 Adaptation of 2008 Forrester Research
7. Did you ensure that all patients are targeted?
Level of Social Media Activity Depends on Condition
*Health 2.0 percentages refer to the share of consumers either creating or consuming content on health blogs, message boards, chat
rooms, health social networks and health communities, patient testimonials; Only for conditions where n>60
Rank Condition Health 2.0*
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
ADD/ADHD
Acne
Influenza/Flu
Eye Infections
Insomnia/Sleep Disorder
Psoriasis
Irritable Bowel Syndrome
Fibromyalgia
Eczema
Migraine
Generalized Anxiety
Ear infections
Anxiety/Social Phobia
Chronic Bronchitis
Acute Pain
Allergies
Asthma
Depression
Gout
Shingles
59%
53%
50%
46%
46%
46%
45%
45%
45%
44%
44%
43%
43%
42%
41%
40%
39%
39%
37%
37%
Rank Condition Health 2.0*
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
Acid Reflux
Chronic Pain
Restless Leg Syndrome
Arrhythmia
Pneumonia
High Triglycerides
Overactive Bladder
Cancer
Enlarged Prostate
Osteoporosis
High Cholesterol
Any Arthritis
Hypertension
Diabetes
Heart Disease
37%
36%
35%
33%
33%
32%
31%
30%
29%
29%
26%
26%
25%
25%
18%
Source: Manhattan Research, Cybercitizen Health® v2.0-9.0
Of Those Online, Caregivers Tend To Be More Active in Social Media
Source: Manhattan Research, Cybercitizen Health® v2.0-9.0
8. Are you confident that HCP’s will still prefer personal interaction?
HCP Use of Online/Social Media Has Grown
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
9. “Are you focused on being a partner of choice for nontraditional players?”
http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0
What is Keas?
• Web platform as a service for patient engagement and care management
-- Help patients store, manage and understand their health data
-- Empower patients to take charge of their health through personalized care plans
-- Monitor and report on patient activities, progress, and outcomes
-- Connect patients with others like them for ongoing support
Keas Partners
Strategic Alliance: Nationwide rollout at Patient Service Centers,
Kayak as preferred consumer portal, “understand your labs”.
Nationwide rollout at MinuteClinic locations. CarePlans for five
acute conditions treated at Clinic.
Health campaigns made available for consumers via Care Plans
for chronic conditions.
Care Plans for Type 1 and Type 2 diabetes patients, compendium
to online resources and books.
Care Plans for Pediatric care, compendium to online resources
and books.
Integrated partner, enabling electronic data flow
Integrated partner, enabling electronic data flow
Care Plan to monitor exercise, steps per day
10. Have you focused all your efforts on the Internet?
“…medical apps are now the
third-fastest-growingcategory on the App Store.”
http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0
Ignore m-health at your own peril
UK digital coach for pharma appointed
• In a government-backed initiative aimed at encouraging
business to do more online, Karen Winterhalter, former EMEA
managing director of healthcare at Burson Marsteller, is to
coach UK pharmaceutical companies in digital
communications.
• …Winterhalter will work with pharmaceutical companies to
– help individuals or brand teams understand the true value of
social media,
– develop their online presence and
– overcome some of the mindset issues that are preventing them
adapting and communicating effectively online with stakeholders.
http://j.mp/fzZnoA
Published: 06/01/2011
Some suggestions for Pharma 3.0:My experience
Murat Tanoren
CauCAR (Caucasus & Central Asia Region) Marketing Lead, Pfizer Turkey
London, Jan 27th 2011
@bencewom
http://www.linkedin.com/in/tanoren