How to circumvent challenges and enter the goldmine of social media and Web 2.0

Murat TanorenCorporate Health Services & Access Manager, Pfizer Turkeymurat.tanoren@pfizer.com

@bencewom http://www.linkedin.com/in/tanoren

Martin Hensen,Head of eStrategies,UCB Pharma, Germany

Is pharma ready for Web 2.0?• Health 1.0: The health system is regulated• Pharma 1.0

– Content needs 100% approval

– Social media tools like YouTube and Facebook blocked

– More SOPs than websites

– More people in legal than in e-Business

• Product Managers 1.0: Only salesforce, not Internet, experience

Martin Hensen, Head Of E-Strategies, UCB Germany: Making E-Marketing More Than Just An Add-On, http://j.mp/vS2D5, accessed Sep 13, 2009.

How to “jump on the bandwagon” in 10 steps

Q: Are we late?

YesNo

It depends...

Who was “The Person of the Year” in 2006, according to TIME magazine?

Despite Worst Recession in Decades, Brands Increased Spending on WOMM 14.2% to $1.54 Billion in 2008

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PQ Media's Word-of-Mouth Marketing Forecast 2009-2013, http://j.mp/neBkT, accessed Sep 13, 2009.

CAGR = 38%

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PQ Media's Word-of-Mouth Marketing Forecast 2009-2013, http://j.mp/neBkT, accessed Sep 13, 2009.

• WWI : The Army controlled the aircraft.

• Aircraft grew in stature as a tactical tool for Army purposes.

WWII: Air Force, an independent organization

Major contributor to victory

“This is an apt metaphor for the current state of innovation with marketing and PR team thinking.”

“The pace of functional change isn't keeping pace with the unprecedented social shifts disrupting media and consumer behaviors and the possibilities that come with it.”

Perry, C. (2009) “Why Social Media Isn't Living Up to the Hype (Yet)”, Advertising Age, http://j.mp/xSfFg, accessed Sep 13, 2009.

Q: Are we late?

It depends...

“The response to a visual presentation will determine its value.”

Mary Eleanor Spear, 1969

http://j.mp/UBYlv

Kamondo Stairs, http://j.mp/3ygEMd, accessed Sep 13, 2009.

Step #1You can’t manage what you don’t measure.

Step #2

Allocate funds for the initiative(s)

Step #3Accountability = Results

?

• “Social media isn't a box to be ticked or a department to be manned or even a campaign to be launched... You know that social-media department you just built? Go and dismantle it right now, because this stuff is too important to be left to the experts.”1

• “While I'm not suggesting that all companies give the social-media team its own organizational function, it's clear that brand leaders haven't fully examined structural changes that need to be made.”2

• “I see the Social Media Administrator not as someone who develops content and participates in discussions on social media (although they could certainly have a business related personal blog or twitter stream). This is not the senior leadership role for social media in an organization but rather the coordination point for company activities.”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.

My humble suggestionAssign 1 person.At least assign a XFT.

Step #4 Internally

MUNCH:Marketing Lunch

Step #5If you don't have a social-media policy, write one.

Nalty, K. (2009) “Social media rules for pharmas”, MM&M, http://j.mp/29GYUX, accessed Sep 12, 2009.

Step #6Be aware, not afraid.

Richman, J., “Pharma and Healthcare Social Media Principles”, http://j.mp/bAiWu, accessed Sep 13, 2009.

Richman, J., “Pharma and Healthcare Social Media Principles”, http://j.mp/bAiWu, accessed Sep 13, 2009.

Step #7Do your homework.

Latest recommendations

1. www.commoncraft.com to learn the basics

2. The Future of Pharma Digital Marketing by Jonathan Richman

3. How Digital is Shaping the Future of Pharma Marketing by Manhattan Research

4. #hcsmeu tweetup every Friday,12:00-13:00 GMT (There’s one live here in London tomorrow!)

For more, go to http://twitter.com/bencewom

Step #8Verify your assumptions.

For dyslipidemia...

• Target patient– Female– 40+– Overweight– “Influencer”, i.e. opinion leader– Familiar with Web 2.0 (such as Facebook and IM)

My mum & her friends

Step #9Secure approval for ONE strategy.

Strategies for tapping the groundswellYou already have this business function

Now you can pursue this groundswell objective

How things are different in the groundswell

Market Analytics Listening Ongoing monitoring of your customers’ conversations with each other, instead of occasional surveys and focus groups

Marketing Talking Participating in and stimulating two-way conversations your customers have with each other, not just outbound coımmunications to your customers

Sales Energizing Making it possible for your enthusiastic customers to help sell each other

Medical Supporting Enabling your customers to support each other

Corporate Communications

Embracing Helping your customers work with each other to come up with ideas to improve your products and services

Adapted from Li, C. and Bernoff, J. (2008) “Groundswell: winning in a world transformed by social technologies”, Harvard Business School Publishing, Boston.

Step #10Please don’t die by information overload.

Hemp, P. (2009) “Death by Information Overload”, Harvard Business Review, Sep, pp. 82-89.

Is this familiar?• You go to a conference on digital marketing

• There’s a presentation from the an Internet-marketing guy/lady/consultant

• She/he starts talking about how the “Web 2.0 social media infrastructure” is just waiting for your company to dive in

• “Try this stuff,” she/he seems to be saying, “and the rest of your competitive/structural/profit issues will disappear.”

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Murat TanorenCorporate Health Services & Access Manager, Pfizer Turkeymurat.tanoren@pfizer.com

@bencewom

http://www.linkedin.com/in/tanoren