Benefits and challenges of engaging in social media. Stakeholder expectations and measurements of success

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1 About the author Disclaimer EXECUTIVE SUMMARY Social media in healthcare overview Social media platforms Benefits and challenges of engaging in social media Stakeholder expectations and measurements of success The future, opportunities and possibilities? Social media in healthcare overview Definition of social media Evolution of social media The evolution of social media within pharma Evolution of social media within the physician/hcp community Evolution of social media within patient communities Lessons to be learnt from other industries use of social media Social media versus conventional media in healthcare today Pharma investment in social media Social media s share of pharma s marketing share of voice Integrating traditional marketing tools with social/digital media Social media platforms Social media platforms

2 General stats for social media platforms Pharma s use of major individual social media platforms Facebook Twitter YouTube Blogs and forums Other platforms Social media devices Online communities Benefits and challenges of engaging in social media Benefits of social media for pharma Building disease and brand awareness Monitoring online conversations Insight into the customer base allows for information to be tailored Facilitates ecme for HCPs Patients empowerment gives more control over their treatment Certain therapy areas lend themselves to the use of social media Crosses geographical boundaries Challenges Legal/regulatory Adverse drug reaction reporting User generated content Trust

3 Getting the buy-in of stakeholders, both internal, and external Labor costs can be high Privacy/data protection considerations Stakeholder expectations and measurements of success Social media effectiveness within the consumer environment Social media outcomes within the healthcare environment Measurement of social media activity Pharma s current approach to social media ROI Gaining a company competitive advantage in social media Case study: Ferring and Doctors.net.uk Case study: Patient Safety First and Doctors.net.uk Cutting costs as a direct result of using social media Tools for measurement of Peer Influence Government expectations for outcomes Demonstrating positive outcomes The future and what does it hold? Opportunities for pharma Clinical trial recruitment Crowdsourcing Licensing and collaborations Potential new platforms/concepts

4 Conclusions Embracing social media to focus on outcomes Words of caution Conclusions of the experts Final conclusions Appendix Methodology Secondary research Glossary/Abbreviations Bibliography/References TABLES Table: PCPs, specialists seeking convenience, control Table: Examples of Networking Sites for Doctors Table: Pew Internet s Survey of Patient Preferences for Healthcare Information Table: Most influential pharma tweeters Table: Top 20 pharma accounts on twitter, April 2010 Table: Where internet users go to research health questions Table: Types of online resources accessed by Doctors Table: Doctors preferred channels for receiving drug information Table: Percentage of patients indicating improved adherence as a result of using PatientsLikeMe Table: Number of Pharma Initiatives by Disease Area Table: PatientsLikeMe ADR reporting compliance Table: Trust in industries - global Table: How important are these factors to corporate reputation? Table: What sources of health information do you trust most?

5 Table: What erodes trust in Pharma? Table: Activities US social network users are more likely to do after they follow a company/product on Facebook or Twitter Table: Enterprises using social media for clinical trial recruitment Table: Collaborations between Pharma and non-traditional partners FIGURES Figure: Pharma s use of social networking for its brands Figure: Symbicort SMART Survey Results Figure: Coca Cola Sponsors FIFA World Cup Trophy Tour Figure: Greenpeace attacks Nestle with KitKat viral Figure: Marketing Tactics on which companies plan to spend budget in 2010 Figure: Pepsi Refresh Project Figure: Layered Digital Strategy Figure: Number of Clicks on various digital platforms Figure: Sample page from Accu-Chek Diabetes Link Figure: Facebook Usage Figure: Take a Benylin a Day Facebook Page Figure: Twitter Usage Figure: Johnson & Johnson Health Channel - YouTube Figure: Roche s sponsored blog My Diary from Down Under Figure: Home Page from doctorbookmarks.com Figure: Homepage for GIST Calculator Figure: HCP usage of social networking to engage with stakeholders Figure: Patient usage of professional networks Figure: Preferences of the different groups in terms of with whom to communicate Figure: Patient numbers by disease

6 Figure: Living with ADHD web page Figure: COPDexchange web site Figure: ManMOT web page Figure: Psoriasis 360 Web Page Figure: Should Pharma correct drug misinformation on social media platforms? Figure: Would guidelines make social media more acceptable to HCPs/patients? Figure: Discussion topics for Tysabri before and after PML announcement Figure: Market mapping report by symptom and brand Figure: Anticipated prescribing of desmopressin products Figure: DesmoMelt sales versus marketing expenditure Figure: Klout score and number of followers Figure: MediGuard patient numbers, Figure: Cloud computing logical diagram