Will Market Researchers be the Neanderthals of Homo Marketingus?

http://www.medimix.net/neanderthal

How can market researchers avoid becoming Neanderthals of Homo Marketingus?

• What key skills must marketing researchers learn?

• Can information gleaned from blogs and forums be trusted?

• How to adopt the best of this new trend for better marketing research?

• How to leverage this information to champion social media within their

organizations?

• Physicians’ social networks replacing many functions of traditional

physician professional organizations. What sites are best to use?

• Is there a risk in opening the Pandora’s box of patient blogging ?

12 billion Tweets to date Over 65 million Tweets/day

Over 70M total videos Over 100M videos viewed per day112M views on most viewed video

500 million registered users250 million active users100 million users /day170 countries/territories700 million photos /month

236 million visitors annually

684M visitors in 200975,000 active contributors2,6M articles in English10M articles / 260 languages

Social media tools have leveled the playing field and changed the rules of the game

from Traditional Media ... ... to New, Social MediaInstitutional Mediation• Editing Process

• Publishing Process

• Time and Space Constraints

• Professionals with Degrees

Distributed Mediation• Self-editing

• Updating, Sharing, Participating

• No Deadlines or Space Limitations

• Amateurs with Time

Individual Consumption

Broadcasting

Social Consumption

Engaging Communities

My BlogPodcasts

WikisForums

TVPrint

Radio

Social Networks

• Medimix designed an online study to acquire a better knowledge of the community of

physicians, their interests and perceptions of current options for social and

professional networking.

• Study was conducted between May and July 2009.

Germany 50

Brazil 26

Spain 55

France 60

UK 60

Italy 60

Mexico 23

UnitedStates 30

GeneralPractice 170

Cardiology 141

Oncology 152

2009 Social Networking Survey

• 38% of the study participants are members of at least one.

• Led by Facebook (29% penetration);average physician declares

membership in 1.4 social networks,

• Country differences exist (Brazil, 31% are Orkut members).

• 60% of physicians became members of these networks 6 months to 1

year before survey

• Usually they visit once a week, mainly seeking contact with friends

Results of 2009 Physicians Survey

Are you a member of any of the following social networks?

Base: 463 respondents

4%

11%

36%

22%

27%

42%

26%

39%

29%

12%

2% 2% 2% 3%

9%6%

4%4% 3% 3%2%

11%

5%4% 2%

6%4%

2% 2%

22%

2%

31%

2% 2%2%

3%

9% 8%

3%

11%

2%

7%

3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Brazil Germany Spain France UK Italy Mexico US Total

Facebook MySpace Twitter Flickr Hi5 Orkut Other I don't know them

Facebook Clear Leader in Social Networking Market for Medical Professionals

• 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 news or articles) than

“sharing/publishing”.

• Latin American countries (Mexico and Brazil) are on the average

more interested in all activities.

• High interest in being able to communicate and have exclusive

interaction with drug/treatment experts from partnering

pharmaceutical companies (70%).

Results of 2009 Physicians Survey

Base: 179 respondents

Which Medical Sites Do They Know?

So why are pharma marketers behind the curve in adopting social media?

It is estimated that packaged goods companies are

spending about 10% of budgets on social marketing

initiatives (on the internet)

Pharmaceutical companies devote less than 2%

Where do you fit on the adoption matrix?

If markets are conversations …

… Should we keep “interrupting” with “crafted” messages?

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?

• Who are your greatest advocates online?

http://www.youtube.com/watch?v=BmykFKjNpdY

Is your message a result of listening?

A brand is the collective consumer concept of a company

http://www.youtube.com/watch?v=wFcKhv5O4zM

“I am responding to concerns about recent advertising on our website. I am, myself, a mom of 3 daughters. We certainly did not mean to offend moms through our advertising. Instead, we had intended to demonstrate genuine sympathy and

appreciation for all that parents do for their babies. We believe deeply that moms know

best and we sincerely apologize for disappointing you. Please know that we take your

feedback seriously and will take swift action with regard to this ad.

We are in process of removing it from our website. It will take

longer, unfortunately, for it to be removed from magazine print as it is currently on newsstands and in

distribution.”

Vice President of Marketing for McNeil Consumer Healthcare with responsibility for the Motrin Brand

Social media 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

• Conduct sentiment analysis and data-mining

• Comply through adverse event reporting workflows

Track mentions over time on any keyword or term

Note: example screenshot for illustration purposes

Granular control over each mention with workflow, annotation,team collaboration, and delegation

Note: example screenshot for illustration purposes

Reporting functions with mentions over time and team activity, which may be exported for further analysis

Note: example screenshot for illustration purposes

• More quali data to supplement traditional survey findings

• Direct and rapid feedback from all corners of the globe

• Early warning system of any image or product issues

• Listen to a free flow of discussions in which you are allowed to interact with

the respondents

• Applications of the wisdom-of-crowds effect in three general categories:

• Prediction markets

• Delphi methods

• Extensions of the traditional opinion poll

How this changes marketing research

Getting closer to your community

• Connect and interact with customers and community

• Generate product and brand interest

• Understand customer satisfaction

• Listen to the chatter

• Find out what really concerns them

• Counteract negative remarks

• Offer product/disease information

Benefits of community management:

• Reputation management

• Competitive Tracking

• Monitoring market trends

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.

Establishing outposts on social networks

How to connect within medical social networks?

The 90-9-1 rule of social participation

Don’t just measure aggregate results, interact with individual units

One user may “infect” many others

ADVERSE REACTIONS: pharma fears 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

What About the Patients’ Pandora Box?