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From Buzz to Biz:the Social Media Challenge for Pharma and Health Care
Matthew FraserEphMRA ConferenceBerlin, 23 June 2010
BUSINESS AS USUAL?
Social Media?
“Society is in the early phases of what appears to be a media revolution on the scale of that launched by Gutenberg in 1448.”
– The Economist
Web 1.0 = “read only”, one-way
Web 2.0 = networked, interactivesocial
(created 2004) - 500 million
(2005) - 2 billion views a day
(2003) - 50 million
(2006) – 105 million users
Velocity : 150 million as benchmark
Facebook = 5 years
iPod = 7 years
cell phone = 14 years
television = 38 years
telephone = 89 years
Power diffusion:shift towards users
“prosumer” – we are not only consumers, but also producers content/information production no
longer top-down, one-way “push” now networked and participatory
Generational Factor: Millennials
“Facebook generation”
born between 1980-1995 now graduating and moving up ranks new “values” and assumptions about how people
interact in organisations & companies empowerment, participation, sharing decisions as consumers based on knowledge
Fear Factor!
Vertical vs HorizontalOrganizations/corporations/govts top-down, command-and-control
hierarchies recognition/status based on title/rank communication in “push” broadcast
model
Web 2.0 Networks open, networked, collaborative recognition based on expertise &
performance communication is networked and
participatory with feedback
Health Care & Social Media
Web 2.0 impacts:
Consumer/patient empowerment Pharma-doctor-patient relationship Research & Development Knowledge management Decentralized health-care
Consumer/patientempowerment
Knowledge is power:
USA: 60% adults search health info online Web forums: share info on disease/treatment Blogs: expert info/opinion publicly available Medical websites – AskDrWiki, WebMD Podcasts for medical information via iTunes Facebook groups sharing health information Mobile apps like Medscape and ReachMD
Pharma/doctor/patientrelationship
patients now empowered – doctor ratings DTC in the United States doctors networking on sites like Sermo –
“information arbitrage” business model Big Pharma pays fees to monitor online doctor
“conversations” – “e-detailing” knock-on effects for doctor detailing and market
research?
Pharma R&D
networked R&D – outside walls of company P&G outsources more than 50% of new
product development InnoCentive – crowdsourcing brain trust spun
off by Eli Lilly harnessing “collective smarts” or “wisdom of
crowds”
Knowledge Management
diffusion of power from centralised systems towards consumers/patients
user/patient - owner of his/her records helps government reduce costsMicrosoft “HealthVault, Google Health raises issues like privacy
Decentralised health care
primary care moving to grass roots distant care, tele-medicine predictive modelling “virtual hospital” professionals/patients can get treatment
info on mobile iPhone apps like Medscape
Big Pharmaindustry
revenues falling, patents expiring R&D budgets slashed hyper sensitive to government regulations marketing still focused on medical profession negative reputation - doctor-focused marketing
involves unethical conduct advertising spending as % of Web ad spending:
projected 5% in 2011 – or $2.2 billion
Pharma’s “slow adoption” of Web 2.0
“The pharmaceutical industry is still failing to embrace the Web 2.0 strategies that could help it better engage consumers looking for health care assistance.”
-- eMarketer report
Pharmaceutical Marketing Online: Stuck in Web 1.5
Health Care: vertical
- large corporate institutions- regulation by govt bureaucracy
Web 2.0: horizontal- “social” dynamic- open, networked, participatory
Values Clash?Health Care/Parma: “scientific” culture regulated – marketing restrictions “big iron” mainframe computing – data centrally controlled intellectual property protected control-oriented and risk adverse – fear of criticism
Web 2.0 “social” culture – no status hierarchies of “experts” open and risk-oriented – entrepreneurial, fast-paced information transparent and horizontally “shared” privacy values open – data moves freely
USA–Europe differences?YES Europe heavier regulations DTC advertising restrictions
NO Web 2.0 represents a major
“rupture” for govts too Gov 2.0 – govts looking for new
ways of connecting with citizens individual empowerment via
information, participation is a global phenomenon
Market Research?
Market Research 1.0 “prompted” or “constructed” methodology surveys, focus groups, market experiments can provide accurate insights but not always responsive and timely
Market Research 2.0
tools don’t “construct” situations by asking “prompted” questions
monitor and “listen in” to “unprompted” social interactions
qualitative data -- “spontaneous” and “authentic”
already written so can be easily collated
Brand Monitoring social sentiment “mining” real-time data on “what people
are saying” about brands blogs, forums, Twitter, Friend
Feed free search tools like Google
Alerts, Omgili and Social Mention
more sophisticated software tools on market
Trend Analysis monitoring blogs and social networks “influencers” on Twitter and in
blogosphere Sermo doctor website gives Big Pharma
trend data Google Trends, Trendrr, Trendpedia
Customer Data keyword search -
gather data on current and potential customers
bloggers and people who post comments identify themselves as customers
Google Blog Search, BlogPulse, BackType
CRM: Customer Relations Management
monitor sites to discover customer needs –including “unmet”
learn how how to “talk” to customers – social engagement
Talk Digger, Whos Talking, Twitter
Competitive Datamonitor competitors social sentiment mining
about their brand/products
BI on companies LinkedIn, Jigsaw,
Crunchbase, ChubbyBrain, Glassdoor
Challenges? resistance from Legal
Depts ethical guidelines about
reporting conservative corporate
cultures resist social media
new approaches threaten old ways of doing things
What next? Web explosion of “social”
data about health/pharma patient empowerment –
culture of “sharing” info consumer/patient “ratings”
as the norm (Vitals.com) mobile health apps formidable opportunity for
market research – despite obstacles
social media as additional tool
Social Media as research tool?
shift from doctor-focused to patient-focused research results (customer feedback)
monitor “authentic” conversations – results are not biased by constructed settings
find the right search and software tools to meet specific research needs
Takeaways Health care/pharma at turning point governments seeking to lower health costs Web 2.0 represents a “game changer” consumer/patient empowerment Big Pharma remains slow-moving and resistant pressure on revenues will lead to new research
and marketing models market research can seize on social media as
tool to aggregate new forms of data
