Introduction to how to do social media in the pharmaceutical industry, including key steps and how to overcome internal obstacles

1. ALEXANDRA FULFORD
@PHARMAGUAPA

2. Pharmaguapa
WELCOME
@Pharmaguapa
15+ Years Experience

3. Pharmaguapa
WHO’S IN THE ROOM
Who am I?
What do I do?
What do I hope
to learn?

4. Pharmaguapa
SOCIAL MEDIA IS PLAYING AN INTEGRAL PART IN HEALTHCARE
40% of consumers say that information
found via social media affects the way
they deal with their health
19% of smartphone owners have at
least one health app on their phone.
Exercise, diet, and weight apps are the
most popular types
54% of patients are very
comfortable with their HCPs
seeking advice from online
communities to better treat
their conditions
31% HCPs use social media
for professional networking
30% of adults are likely to share information
about their health on social media sites with other
patients
90% of 18-24 year old Americans
trust medical information from
their social network

5. Pharmaguapa
THE DYNAMICS OF INFORMATION FLOW HAS CHANGED
Academics
& KOL
Doctor
Patient
Pharma
Pharma
Academics
& KOL
Doctor Patient
Pharma
Social Media
KOI
 Today your customers may be getting information online
from many sources including Key Online Influencers (KOI)
 Traditionally the information flow was very
straightforward

6. Pharmaguapa
LossofExclusivity
SOCIAL MEDIA HAS IMPACT ACROSS THE LIFECYCLE
Launch
Disease / scientific awareness raisingOptimise trials
Disease / product awareness
raising
Build loyalty / offer added value
Stay top of mind
Gain insights
Genentech
Partners with
Patientslikeme to gain
access to their clinical trial
tool and connect with
patients looking for trials.
Pfizer
Invests in social media
listening to identify
insights and also actively
uses social media to gain
insights direct from
stakeholders
Boehringer
Ingelheim
Raising awareness
around Asthma and unmet
needs from a patient
perspective
Campus Sanofi
Built as a value-offering for
Spanish HCPs by a
mature brand as a way to
gather email information
Bayer Diabetes
Using social media to
provide patient support &
device information
MarketingR&D

7. TODAY’S AGENDA
 Developing a realistic strategy
 Addressing internal barriers
 Optimising internal structure
 Adopting the right mindset
 Asking the right questions
 Applying actionable insights
 Understanding your platforms
 Generating content
 Planning your engagement
 Going live
9.10 – 10.30 11.00 – 11.45 11.45 – 12.20
Break
Questions

8. Pharmaguapa
WHAT ARE YOUR KEY SOCIAL MEDIA PAIN POINTS?
1. Knowledge
2. Process
3. Buy-in
4. Resources
5. Culture

9. OBJECTIVES FOR
TODAY
 LEARN & UNDERSTAND
 BE INSPIRED &
MOTIVATED

10. Pharmaguapa
NOT APPROACHING SOCIAL MEDIA STRATEGICALLY CARRIES
RISKS AND COST INEFFICIENCIES
Suboptimal asset
impact and
governance
Siloed working
and duplication
of efforts
Poor customer
understanding
and focus
Increased risks Increased costs Reduced
effectiveness

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KEY STEPS TO SOCIAL MEDIA
Understand
Plan & Prepare
Launch & Engage
Monitor & Act
Learn & Adapt

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BE REALISTIC IN YOUR STRATEGY AND PLANNING
Timing
Resources
Focus
Goals
Insights

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BUILD A SOLID BUSINESS CASEBUILD A SOLID BUT INSPIRATIONAL BUSINESS CASE

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BRING DOWN INTERNAL BARRIERS
KNOWLEDGE
PROCESS
BUY-IN
RESOURCES
CULTURE
Knowledge &
Understanding
Championship &
Buy-in
Inspiration Perspiration
Value
Reality

15. Pharmaguapa
BARRIERS OVERCOME – NOW WHAT INFRASTRUCTURE IS
NEEDED?
Process
PROCESS INCENTIVES
TEC
RESOURCES
$
TECHNOLOGY

16. Pharmaguapa
KEY POINT – CHANGE THE MINDSET

17. BREAK
PLEASE BE BACK TO START AT 11AM

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REMAINING AGENDA
 Asking the right questions
 Applying actionable insights
 Understanding your platforms
 Generating content
 Planning your
engagement
 Going live
11.00 – 11.45
11.45 – 12.20
Q&A

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ASK THE RIGHT QUESTIONS

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UNDERSTAND THE ENVIRONMENT

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THE RIGHT QUESTIONS LEAD TO ACTIONABLE INSIGHTS

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The world’s
most visited
platform with
6billion hours of
video watched
per month
Dubbed the
world’s 2nd
largest search
engine
YOUTUBE
KNOW YOUR PLATFORMS

23. ...It’s all about the story
CONTENT ...

24. Pharmaguapa
UNDERSTAND CONTENT REQUIREMENTS
Use visualisation to
reveal the insight behind
the data
Make it short, snackable
and shareable
Select an interesting
data point

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ENSURE APPROPRIATE PROCESS ARE IN PLACE
TIME
Format
Appropriate
War Room
Authority to
engage
Cross-
functional
team
Duplication
Cross-
Platform

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PUT TOGETHER AN IMPLEMENTATION PLAN
$
Resources, IT,
Process & Content
+
Time & Ecosphere
+Crisis
!Insights & Strategy
+

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THERE IS MORE TO GOING LIVE THAN PRESSING A BUTTON

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MONITORING IS CRITICAL
24/7
AEs
Crisis
Questions
Relationships
Technology
People
Insights

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SOCIAL MEDIA IS A LIVE
CHANNEL - ADAPT

30. Pharmaguapa
KEY LESSONS FROM TODAY

31. QUESTIONS?
@PHARMGUAPA
PHARMAGUAPA@HOTMAIL.COM
WWW.PHARMAGUAPA.COM