The pharma industry has been struggling with how to use and benefit from the social media revolution. This presentation, first shared at the ARF’s 2010 Listening Forum in San Francisco, offers a POV on how pharmaceutical and other regulated companies can think differently to start engaging in the social space. Developed by Johanna Skilling (@johannask), EVP, Director of Strategic Planning, at Saatchi & Saatchi Wellness (www.saatchiwellness.com).

1. January 28, 2010
First, Let’s Stop Calling It Social
MEDIA
How Pharmaceutical Companies
Are Joining the Digital
Conversation
Johanna Skilling
@johannask
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2. "There's a huge amount of stress in
marketing departments -- 'Are we missing
the hot new thing?’ That stress causes
companies to panic about social media
and not invest their time wisely."
– Andy Sernovitz, author, Word of Mouth Marketing
Source: INC. Magazine
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3. Full service brand-steward agency
Best in class campaigns across all
relevant media
A leader in defining the digital
experience for healthcare companies
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4. So why shouldn’t we call it
social “media” ?
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5. Because “media” makes us think “campaign”
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6. When we should be thinking “encounter”
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7. It makes us think “social” equals “selling”
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8. When it’s about joining
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9. Yes, there are obstacles
» Fair Balance for Risk & Benefit
information
» No Off-Label Promotion
• Even in third party forums
» Burden of reporting “Qualifying”
Adverse Events
» Lack of clarity on
responsibilities, guidelines for
“new media”
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10. But consumers want you there!
100 Oversight and corrections on
potentially harmful misinformation
90
80 90 Updates on products and services
70 79
73
60 66 Accurate information about drugs or
62
50 devices
40
Answers to frequently asked
30 questions
20
10 Add valuable professional expertise
to conversations
0
Source: Three Things I Learned at the FDA Hearings and Three I Wish I Had, Jonathan Richman, Dose of Digital
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11. The FDA gets it
Source: Three Things I Learned at the FDA Hearings and Three I Wish I Had, Jonathan Richman, Dose of Digital
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12. Still - is it social if people can’t talk back?
adverse events adverse events
adverse events adverse events
adverse events adverse events
adverse events adverse events
adverse events adverse events
adverse events adverse events
adverse events adverse events
adverse events adverse events
adverse events adverse events
adverse events adverse events
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13. Ratio of HC posts to AEs reported, per day
1/500 =
0.2%
< 200
per day
Source: Nielsen BuzzMetrics
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14. So in this brave new world…
Maybe you could
pick up the phone?
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15. That said…
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16. How are pharma companies facing &
embracing the social challenge?
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17. Like This:
1. Scoping out the environment
2. Offering something personal
3. Joining the conversation
4. Being helpful
5. Showing they belong
6. Guiding the interaction
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18. Scope out the environment
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19. In some cases, pharma has been afraid of
listening. In others, forward thinking companies
understand that these conversations are taking
place whether we listen to them or not.
-- Paul Dyer
Source: http://blog.pharmexec.com/2009/12/10/one-to-watch-qa-with-paul-dyaer/
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20. 5 things to listen for
1.Competitive intelligence
2.Stakeholder commentary
on your brand
3.Stakeholder response to
FDA/FTC and other
governmental
decisions/hearings
4.Market trends
5.News related to your brand
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24. Offer something personal
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25. Jeff Kindler: How we’re regaining trust
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26. Ron Cohen: How we do research
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27. Pundits also see a big opportunity in…
Source: http://pharma2blog.com/2009/07/30/the-c-tweet-10-dos-and-donts-for-ceos-on-twitter/
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29. Join the conversation
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30. With something special for everyone
Consumers
HCPs
Investors
Salesforce
Employees …
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34. Manhattan Research reported in 2009 that 60
percent of doctors use, or are interested in, Web
2.0 social applications.
The same study found that physicians who
reported using social media prescribed 24 more
medications each week compared to physicians
not using it.
-- Michael Maher, Greater Than One
Source: Jun 1, 2009, Pharmaceutical Executive, http://pharmexec.findpharma.com/pharmexec/Marketing/Learning-to-
Relate/ArticleStandard/Article/detail/603296
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37. Be helpful
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51. I Walk Because
Touched People In
40 States And 10 Countries
And created a database for e-CRM
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52. Show that you belong
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53. Seriously, it’s not about “advertising”
As your mother would say,
be polite when you’re visiting someone else’s place
-- Bill Drummy, Heartbeat Digital
Source: PharmaExec Blog
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59. Guide the interaction
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60. You can create a rich experience,
even if you have to put up some guardrails
-- William Martino, SSW
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62. Our 6 Strategies for getting social
1. Scope out the environment
2. Offer something personal
3. Join the conversation
4. Be helpful
5. Show that you belong
6. Guide the interaction
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63. As another non-pharma brand says …
1. Identify quick
wins
2. Put a premium to
ROL - Return on
Learning
3. Find pilot
opportunities
• Internally
• Adding social
components to an
existing site
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64. THANK YOU!
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65. Follow us!
On facebook.com: saatchiwellness
On twitter.com: @saatchiwellness
Online at www.saatchiwellness.com
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