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Social media presentation at Digital Health Coalition Breakout - ePharma Summit 2012. Discusses the growth of the Big 3 social media platforms. Examples of current efforts by pharma.
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The pharma conundrum
Mike Myers @mikermyerswww.palio.comwww.pharmapps.com
It all works because of connectivity
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“We don’t have a choice on whether we do social media, the question is how well we do it”- Erik Qualman
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2009 2010 2011 20120
5
10
15
20
25
30
35
E-reader Installed Base
E-reader Installed Base
1.9%
5.4%
8.7%
12%
Source: eMarketer, 2011
+ The law of diffusion of innovation
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+ Be aware, not afraid
The #1 objection to social media
among healthcare companies
Adverse Event Reporting!
+ Be aware, not afraid
The Myth
If given the opportunity,
patients will post “adverse events” that need to be
reported to the FDA
+ Be aware, not afraid
The Reality
1 in 500 posts actually contains
all the information required for an adverse event
report
+ The big 3
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“Bad artists imitate, good artists steal.”- Pablo Picasso
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Shirley Ledlie, a cancer survivor, comments on their site about her permanent hair loss post using Taxotere
Patient returns to site and finds her post(s) deleted
Shirley goes “ballistic” in the social media space
Sanofi-Aventis pulls down the ability to comment on their site
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+ Monitor and get involved
Be aware of what people are saying about your brand
Look outside pharma and healthcare to see what is possible
+ Monitor and get involved
One tweet starts a firestorm
+ Monitor and get involved
And one very public apology
+ Monitor and get Involved
One blogger
One tweet
One weeken
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7,000 more
tweets
One product fiasco
+ Pfizer Facebook campaign• Blog post complained it was offensive to women• Pfizer had been deleting critical comments on its Facebook page• Snowball effect ensued• Ad removed – apology issued• Lesson learned?
+“The ROI of social media is your business will still exist in 5 years…” - Eric Qualman
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“Bad artists imitate, good artists steal.”
- Pablo Picasso
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Thanks.Presentation is available at: www.slideshare.net/paliosaratoga
[email protected] #mikermyers