Digipharm workshop2011

How do you do that?

Source: What the f**k is social media, Espresso, brandinfiltration.com

A social media definition

A societal phenomena?

“Society must be organized in such a way that man's social, loving nature is not separated from his social existence, but becomes one with it.”

Erich Fromm

Online tribes...

Roche Group Communications

Online Health Audience Growing (USA)

2002 2003 2004 2005 2006 2007 2008 2009

26.041.1 45.7

54.5

70.881.4

93.5102.3

63.3

82.889.6

99.0

116.2

131.8145.7

157.5

eHealth ConsumersePharma Consumers

Adults Online Past 12 Months179.6 million

Online for Health

157.5 million

“eHealth”

Online for Rx Info 102.3

million

“ePharma”

Online and eHealth Market Trending Online Health Info Seeking

*

**

* eHealth Consumers = Consumers who have conducted health information seeking activities online in the past 12 months for themselves or others.

** ePharma Consumers = Consumers who have researched prescription drug information online in the past 12 months for themselves or others.Source: Cybercitizen Health®

v2.0-9.0

In Millions


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

Average Physician Spends 8 Hours Per Week Online for Professional Purposes (vs.2.5 Hours in 2002) 1

87%

60%

56%

64%

Already interact with drug and device companies online(up 23% since 2004) 1

Are already using or are interested in physician onlinecommunities 2

Are interested in using social media to have productdiscussions with healthcare companies 3

Currently have smart phonesThis is expected to increase to 81% by 20121


Top Pharma companies are getting active

CompanySocial Media

Policy Complete or in Development

Social Media “Listening”

Corporate Social Media Activities

Brand / Product Social Media

Activities

Disease Awareness Social Media Activities

JnJ

Pfizer

Roche

GlaxoSmithKline

Novar7s

Sanofi-‐Aven7s

AstraZeneca

Abbo=

Merck

Bayer

Eli Lilly

Bristol Myers Squibb

3


Empowered Patients are Helping Each Other…

…Doctors Too

4

www.nhs.uk

No “one size fits all” model Approach will be different based on goal

• Brand building• Reputation management• Crisis communication• Customer support • Product development• Generating orders• Education• …


The Value of Listening first

Monitoring can inform us:

• What the top issues are that matter to our customers

• Where our customers live online• How you can add value for our

customers• When you should engage the

community• Why customers are passionate on

certain topics• Who is driving share of voice


Corporate comms

Brand teams Clinical development

Market research

Listening objectives - different parts of the organization have different objectives for listening

Func7on

12

Where to start?

Who’s Online?

What should I listen too?

How do they speak?

What are they actually saying?

What search terms should I

use?

Let the information come to you

Social MediaListening Techniques

Data

Well-‐defined sources

EffecEve search terms

Unbiased,relevant insights

Where to listen to what?

3

messages

Boolean Basics

• cat OR dog

• cat AND dog

• cat NOT dog

cat dog

cat dog

cat dog

Unique vs. Common

VS.

And how should I sort the sources?

World Wide Web

Social Media

Project/Disease Specific

Accuracy vs Amount

Sentiment

21

How do we balance it out?

Different social media listening outputs

• Understand customer needs and ecosystem• Identify main themes of customer discussions• Evaluate attitudes and sentiments• Etc.

Social media audit

•Identify voices driving critical conversations

•Profile key online influencers online and offline

•Understand what motivates them and how you can engage

Influence mapping

•Reputation tracking•Safety issue monitoring•Brand tracking•Measure impact of promotional efforts

Interactive Dashboard

1

2

3

Thoughts of AE reporting

Majority of AEs identified on social media not reportable

1.an identifiable patient2.an identifiable reporter3.a specific drug or biologic involved in the event4.an adverse event or fatal outcome

Only 1 in 500 posts have all this info.

Can pharma use twitter to engage?

Twitter basics

29

Connect

Followers

Following

Post

Retweet RT

Direct message

D

Hashtag

#

Reply@

Participate

30

Direct message

YOU HER

= email

30

@ reply

YOU HER

= email, cc everyone

30

RT

YOUHER

= forward mail, cc everyone

Roche’s Twitter use casesMix of information and contact channel

Monitoring of relevant topics

Early warning on issues

New back channel for questions

Gather Feedback and service ideas

Additional channel for info distribution

Connect with stakeholders

Conference/event coverage

Human voice

In-bound out-bound


Roche Twitter case studyExample: outbreak of swineflu in spring 2009

Monitoring showed peak in mentions of Roche and Tamiflu, influenza

We tweeted links to • backgrounders on pandemic planning

• Educational info about influenza

• news by WHO, CDC …

• Answered media enquiries for b-roll, photos, details

• Directed to local media contacts

• Corrected mis-information…

Roche Twitter case studyExample: Diabetes Blogger complaining

• Provided UK helpline details

-> blogger not interested in calling, wants answer on his channel

• informed UK communications + Accu-Chek team to follow up

• gave (DM) updates to blogger that matter was looked into

IR & Media News(can be automated)

Build a profile and engage followersthrough:

• Responses• Re-Tweets• Questions• Science topics• Pictures•„non-business“ tweets

2008 2009

@Boehringer@Novar7s

@JNJComm@Roche_com

@AstraZenecaUS @Amgen@genentechnews@GSKUS

@Pfizernews@AstraZeneca

2010

Over past 18 month big pharma set up a presence on twitter

Whydot twitter analysis

34

Start of twiYer ac7vi7es

!"

#$#%"

$!&'"%('"

$)%&"$%$*"

$$%*" $$)$"*+$"

!" !"

()+$" ('%&"

#&*+" #*%)"((!+"

#*'!" #+)#" #(%$"$')+"

$!!%"##+"

)+$*"

*+!!"

&')!"&(*%"

+)!%" +*&$"

()'!"(%'$"

((*)" (#$+"

$$)$"

!"

$!!!"

#!!!"

(!!!"

+!!!"

&!!!"

%!!!"

*!!!"

'!!!"

)!!!"

$!!!!"

,-./0123045"

,67891:5"

,;7<=0"

,>?@A?"

,B70=1C3D01"

,E6EF7GG"

,D0303H0<=3045"

,I5H19J030<9A?"

,IGD03"

,I5H19J030<9"

,K01H0L-=91G9"

!"#$%&'()'*(++(,%&-'(.'/,01%&'MENO"!)P"Q0<"!)P"R<H"$!S"

Source: www.twiYer.com, July 13th,Dec 31st 2009, October 18th; whdotpharma analysis

Despite late entry, Pfizer most followers

35

# of Followers

Avrg followers: 4835

http://www.twitter.com


!"##$"

"%"

!"%$#"

"!&'""%"

"!()""%" "#%" "*&" "$" "%"

)+)(&"

!+',!" !+',#"

,%'"

!,'"'',"

!%!" !%%" *(" !!" %"

)+,*$"

)+!!!"

!+&#%"

$,&"(%#"

'#&"!##" !)(" *$" $" %"

%"

#%%"

!%%%"

!#%%"

)%%%"

)#%%"

'%%%"

-./01234502"

-67802940:;"

-<=<>/??"

-@/A10"

-B02C0D61E2?E"

-F;C2EG040AEHI"

-F;C2EG040AE"

-JIKHI"

-50404C0A140:;"

-=/LE2M;"

-F?504"

!"#$%&'()'*(++(,-./'(.'0,-1%&''N<OP"%$+"Q0A"%$+"RAC"!%S"

Divide on “following” policy

36

# of Following


Avrg following: 793



!""#

"$$#

%&"#

'%# ('#%)# *# *# %*# &# *#

&!+#$+(#

!'*#!*!#

"!!#%*(#

)'# ('# ("# '+#!(#

"*'$# "*)'#

$$!#$*)#

+*+#!+'#

%$!# %!*#"'+# ")%# "$&#

*#

%$*#

$**#

($*#

"***#

"%$*#

,-.-/011#

,20345#

,6054789:57#

,;<=7>?5953>@A#

,.0B>7C<#

,DAE@A#

,;<=7>?5953>#

,FGH57I95J<#

,:5959=53495J<#

,;1:59#

,K57=5LF4>71>#

!"#$%&'()'*+,-.%/'(0'.123%&'M-NO#*'P#Q53#*'P#R3=#"*S'

Difference in updates = different degrees of engagement?

37

# of Updates


Avrg updates: 456



!"

#!!"

$!!!"

$#!!"

%!!!"

%#!!"

&!!!"

!" %!!" '!!" (!!" )!!" $!!!" $%!!" $'!!"

!"##"$%&'()*+(,"##"$-.*(/0(123.435"6(7-5(89:;5<(=8(

Avrg following: 793

Avrg Updates: 456

# of Following

# of UpdatesAvrg Bubble size = # of followers

Source: www.twiYer.com, July 13th and Dec 31st 2009; whdotpharma analysis

Roche moves into “engaged“ quadrant; AZ and Vertex move closer

@Roche_com

Following vs. followers by pharmaco: Oct 10 EngagedListen

TalkThink



Example: measuring resultsPublication of Roche guidelines

• Over 100,000 people were reached with the twitter news about the publication of the guidelines

• People commenting on the matter included marketers, journalists, bloggers, doctors and patient advocates

Number of clicks on link + Statistics on inbound traffic on website

Number of re-Tweets or reactions

Stories, comments, relationships created

Documents

Digipharm workshop2011