My Presentation at Social Media in Pharma Summit 2011, thanks to www.slideshare.net/tanoren

1. What’s Next for Pharma and Social Media? Serkan Erkovan LeadBusinessConsultantfor PrescriptionMedicine, ConsumerHealthCareandAnimalHealthSales & Marketing BoehringerIngelheimTurkey Aug 4th, 2011 @serkovan http://www.serkanerkovan.com Social Media in Pharma Summit 2011

2. The statements or opinions expressed in thispresentationare my own and do not necessarily represent those of BoehringerIngelheim. 2 Social Media in Pharma Summit 2011

3. Mypresentationoutlinewould be… 3 Social Media in Pharma Summit 2011

4. Today… Pharma 1.5 4 Social Media in Pharma Summit 2011

5. Some brands don’t entirely get it. They’re on Facebook, but . . . 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. StacyLukasavitz, 2010. http://j.mp/fg6MBp 5 Social Media in Pharma Summit 2011

6. Comments & Likes… 6 Social Media in Pharma Summit 2011

7. Pharma 3.0 A newecosystem PhotoSourcehttp://rekslare.deviantart.com/art/Going-Bananas-182713386 Tomorrow.. 7 Social Media in Pharma Summit 2011

8. http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0 8 Social Media in Pharma Summit 2011

9. S http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0 9 Social Media in Pharma Summit 2011

10. three core competencies to succeed: connecting information radical collaboration operating multiple business models “Five years from now, the CEO of a pharma company should be uncomfortable if the CIO is not present at a key strategy meeting. That’s how important IT needs to be for pharma strategy.” Werner Boeing, Roche 10 Social Media in Pharma Summit 2011

11. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 11 Social Media in Pharma Summit 2011

12. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 12 Social Media in Pharma Summit 2011

13. “Socialmediaisn't a boxto be tickedor a departmentto be mannedoreven a campaignto be launched... Youknowthatsocial-mediadepartmentyoujustbuilt? Goanddismantle it rightnow, becausethisstuff is tooimportantto be lefttotheexperts.”1 “WhileI'm not suggestingthatallcompaniesgivethesocial-mediateamitsownorganizationalfunction, it'sclearthatbrandleadershaven'tfullyexaminedstructuralchangesthatneedto be made.”2 “I seetheSocialMediaAdministrator not as someonewhodevelopscontentandparticipates in discussions on socialmedia (althoughtheycouldcertainlyhave a businessrelatedpersonalblogortwitterstream). This is not theseniorleadership role forsocialmedia in an organization but ratherthecoordinationpointforcompanyactivities.”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. 13 Social Media in Pharma Summit 2011

14. Digital Savvy Coordinator 3 capabilitiesthat differthemfromtraditionalbrandmanagers: Integrativethinking: Socialtech + brandcomm Leancollaborationskills: Start withfewresources , “They must therefore rely on persuasivenessand charm to beg, borrow, or otherwiseco-opt people from across the organizationand get them to work together on initiatives” Highspeed: Sometimesdailycyclestoscan & react Spenner, P. (2010) Why You Need a New- Media “Ringmaster”, Harvard BusinessReview Artwork: Alex MacLean, Universal Studios Pedestrian Paths and Walkways II, 1999, photograph, Orlando, FL 14 Social Media in Pharma Summit 2011

15. Identifytheresponsibles: http://www.twitter.com/boehringertr 15 Social Media in Pharma Summit 2011

16. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 16 Social Media in Pharma Summit 2011

17. StrategyFocus LANGUAGE CONTENT 17 PEOPLE Social Media in Pharma Summit 2011

18. People: Wherearethey? Wherearepeople in socialmedia, where do theycreatecontentandwhere do theyspend time? 18 Social Media in Pharma Summit 2011

19. ContentStrategy ContentStrategydocumentshould be created. Frequency, timing, interactiontype, responsestoquestionsshould be prepared. Contentenrichmentshould be implementedandscheduledintocalendar. 19 Social Media in Pharma Summit 2011

20. SocialMediaLanguage CommunicationLanguageshould be identified 20 Social Media in Pharma Summit 2011

21. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 21 Social Media in Pharma Summit 2011

22. Allocatefundingearly on 22 Social Media in Pharma Summit 2011

23. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 23 Social Media in Pharma Summit 2011

24. 24 Social Media in Pharma Summit 2011

26. PressReleases

27. SocialResponsibilityProjects

28. New ProductLaunches

29. CrisisManagement

30. Awards

31. Q&A SessionsPatient / HCPs

32. ConsumerLine Support

33. HCP & PatientFeedback on products

34. CompetitorActivities, competitiveinformation25 Social Media in Pharma Summit 2011

35. Association of Research-Based Pharmaceutical Companies (AİFD) AİFD is a member of IFPMA – International Federation of Pharmaceutical Manufacturers and Associations and EFPIA (European Federation of Pharmaceutical Industries and Associations). http://www.aifd.org.tr/en/anasayfa.aspx 26 Social Media in Pharma Summit 2011

36. Digital Communications in the Pharmaceutical Sector, AİFD User Guide This Guide covers the following topics: Corporate Websites Websites Aimed at Patients and the General Public Websites Offering Product Information to Health-Care Professionals, or Promotional Websites Computerized or Web-Based Promotional Methods Social Media Guidance Information Sharing via Means of Electronic Communication FrequentlyAskedQuestions http://www.aifd.org.tr/en/Hakkimizda/internetkullanicirehberi.aspx 27 Social Media in Pharma Summit 2011

37. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 28 Social Media in Pharma Summit 2011

38. Pushtheorganizationforchange PhotoSource: http://fineartamerica.com/featured/2-steve-jobs-guillermo-contreras.html 29 Social Media in Pharma Summit 2011

39. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 30 Social Media in Pharma Summit 2011

40. 31 Social Media in Pharma Summit 2011

41. https://www.mediguard.org 32 Social Media in Pharma Summit 2011

43. 18-24 segment is leading in participation

44. ~90% participate in some way

45. ~75% join social networks

46. 55+ segment engagement is increasing across all types of participation (e.g., creators, critics, spectators)

47. Marketing to 45+ now viable through social media due to their increasing participation

48. Only 28% of online adults 45-54 say they don’t use social media

49. Only 38% of online adults 55+ say they don’t use social mediaSource: IMC2 Adaptation of 2008 Forrester Research 33 Social Media in Pharma Summit 2011

50. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 34 Social Media in Pharma Summit 2011

51. 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 Source: Manhattan Research, Cybercitizen Health® v2.0-9.0 35 Social Media in Pharma Summit 2011

52. Of Those Online, Caregivers TendTo Be More Active in Social Media Source: Manhattan Research, Cybercitizen Health® v2.0-9.0 36 Social Media in Pharma Summit 2011

53. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 37 Social Media in Pharma Summit 2011

54. HCP Use of Online/Social Media Has Grown http://www.comscore.com/Press_Events/Press_Releases/2010/8/4_out_of_5_Physicians_Online_Visited_HCP_Sites (All statistics drawn from press releases, published white papers and other publicly available sources). 38 4 out of 5 U.S. Physicians Online Visited Health Care Professional Sites in Q1 2010 Social Media in Pharma Summit 2011

55. HCPs of theFuture:14,649 Likes in a MedicalStudents’ Page… Number of MedicalStudents in Turkey: 38.536 (2010) 39 Social Media in Pharma Summit 2011

56. How? Questionstothink… Do youholdeveryoneaccountable? Haveyouthoughtstrategically (ie. big) andmade sure thatyouwill NOT fail? Didyoupreparethepresentationthatwillsecurethefundingto start? Do youhave a corporatepolicy? Areyoupushingtheorganization? Didyouassume …? Didyouensurethatallpatientsaretargeted? AreyouconfidentthatHCP’swillstillpreferpersonalinteraction? Haveyoufocusedallyourefforts on the Internet? 40 Social Media in Pharma Summit 2011

57. Mobile Internet Usage, Estimation 2010: 500 Million 2011: 1.1 Billion 2015: 3.8 Billion * Ericsson: http://news.accuracast.com/mobile-7471/1-billion-mobile-broadband-connections-in-2011 41 Social Media in Pharma Summit 2011

58. iPhone Medical App SavedFilmmaker’s Life in HaitiEarthquake Apple iPhone or iPod touch can save lives, with the right app. 42 Newsandphoto: http://obamapacman.com/2010/01/iphone-medical-app-saved-filmmakers-life-in-haiti-earthquake/ Social Media in Pharma Summit 2011

59. Ex 43 Social Media in Pharma Summit 2011

60. 44 Google+ Features…. serkovan@gmail.com Social Media in Pharma Summit 2011

61. mobile.boehringer-ingelheim.com 45 Social Media in Pharma Summit 2011

63. takeaways Engagement: Identify – Understand - Act Pushup, down, left, right: “Change” Join! Like! Follow! Always Be Curious: “SEARCH” 47 Social Media in Pharma Summit 2011

64. What’s Next for Pharma and Social Media? Serkan Erkovan LeadBusinessConsultantfor PrescriptionMedicine, ConsumerHealthCareandAnimalHealthSales & Marketing BoehringerIngelheimTurkey Aug 4th, 2011 @serkovan http://www.serkanerkovan.com