© 2011 Copyright Genpact. All Rights Reserved

Social Media and Revenue Impact

I s i t an un rea l i s t i c expec ta t ion?

THE CHANGING LANDSCAPE SEC T I O N 1

The paradigm shift we see today : pharma’s traditional models

are at risk

Innovation and R&D gap is shrinking

rapidly leading to lesser and lesser

differentiation

You Competitors

$ 83 Billion

2009

$ 150 Billion+

2015

Fierce price competition due to growing

market for generics is resulting in

slashed profit margins

Shrinking innovation gap Rise of the generics

Ge

ne

rics m

ark

et s

ize

pro

jectio

n

In

no

va

tio

n a

nd

R

&D

Source: BCC Research

The competitive environment today is fueling the race to attract

stakeholders

The race is on to win over stakeholders

1

How can we create enough positive awareness,

perception and sentiment among stakeholders to

drive active consideration for our brands?

2

How can we channelize positive stakeholder

experiences to drive advocacy and at the same time

avoid viral negativity of bad experiences?

3

How can we learn from stakeholders to identify

emerging trends, unmet needs, issues and

opportunities across the disease life-cycle?

The advent of social media as a potential game changer: the

trend coincides with the needs that marketers face

83%

of online adults search

for health information

look up a specific

disease or problem

66%

Seek alternative

treatments

35%

Search for “someone

like me” experience

60%

6 out of 10

Doctors in US are online

Sources: The Social Life of Health Information, Pew Internet and American Life Project, Forrester Research, Manhattan Research

of Pharma companies use social media

66% 50%

of online physicians refer Wikipedia

21%

of physicians use Social Media to connect to KOLs

FACEBOOK TWITTER GOOGLE BUZZ YOU TUBE BLOGGER

STUMBLE UPON LINKED IN PICASA MYSPACE FLICKR

AUDIENCE

DISCUSSION:

How many of you are currently

engaged in some form

ADAPTING TO THE CHANGE SEC T I O N 2

Market

Listen

Learn

Engage

Regulatory Bodies

The evolution of social media adoption

The listen, learn, engage cycle has applications across the

disease lifecycle

Lifestyle Treatment Diagnosis Pre-diagnosis

• Understand information

flow and online support

sought by stakeholders

• Learn how this flow

varies by therapeutic

area

• Learn about points of

influence and the

influence map

• Know more about

patient pathways to

facilitate early

diagnosis

• Learn about

medication adherence

trends for a disease

• Understand why

certain drug brands

are being considered

over others

• Learn about the

health and wellness

associations to

design holistic

wellness

management

program

Online KOL identification and tracking at each stage

APPLICATIONS OF SOCIAL MEDIA C ASE ST U D I E S AC R O S S D I SE A S E L I F EC Y C L E

A major drug company

used social media to

understand search

patterns for allergic

asthma.

This helped them

develop optimal

information messaging

strategy.

Asthma attack

Breathing problems

asthma symptoms treatment

asthma diabetes Asthma

Allergic

Asthma

Severe

Allergic

Asthma

Bronchitis symptoms

Shortness of breath

allergy asthma

associates

allergy asthma center

Skin asthma

Cat asthma

allergy asthma associates

COPD repeated attacks

Difficult breathing

ventolin

high IgE

A i l l u s t r a t i v e a p p l i c a t i o n f o r t h e p r e - d i a g n o s i s p h a s e :

L e a r n i n g a b o u t i n f o r m a t i o n f l o w

Lack of knowledge

amongst physicians and

late emergence of

symptoms for Acromegaly

leading to late diagnosis

were key concerns.

Social Media Analysis

helped in understanding

the patient journey from

symptom to treatment.

A i l l u s t r a t i v e a p p l i c a t i o n f o r t h e d i a g n o s i s p h a s e :

M a p p i n g p a t i e n t p a t h w a ys

Minor/ Early Symptoms leading to Acromegaly

General PhysicianPeer Suggestion/ Online

Treatment for the minor ailments

Patient Still Suffering

Physical deformation

Endocrinologist Neurologist Other Specialists (Lack of evidence of

activities)

Diagnosis (GH, IGF) Brain MRI Scan

Confirms Acromegaly Treatment

Surgery (large tumor) Medication (small tumor)

Radiation (for residues) Acromegaly Treated

Diagnosis (30%)

Treatment (36%)

Recurrence

Acromegaly Cured

Reoccurrence/ Cured (11%)

Symptoms (51%)

Ea

rly S

ym

pto

ms

La

te

Sy

mp

to

ms

A global Pharma leader

uses social media to

identify online influencers

and track their influence

sphere for Atrial fibrillation.

It uses this information to

learn how online

influencers are shaping

treatment choices

A i l l u s t r a t i v e a p p l i c a t i o n f o r t h e d i a g n o s i s p h a s e :

I d e n t i f y i n g p o i n t s o f i n f l u e n c e

Blogs

Other

KOLs

Influencer

Site

Mass Social

Media(Facebook,

You Tube,

LinkedIn…)

Blogs

Blogs

Independent

Communities

Regulators

Advocacy

Groups

Local

UserGroups

Discussion

Groups

Community

Portal

Most physicians

considered Drug X very

efficacious.

However, social media

research revealed that

patients want to switch

to more economical

alternatives.

A i l l u s t r a t i v e a p p l i c a t i o n f o r t h e t r e a t m e n t p h a s e :

Tr a c k i n g b r a n d K P I s

Switchers

Loyalists

Prospects

What Patients Felt

0

10

20

30

40

50

60

70

Theme 5 Theme 4 Theme 3 Theme 2 Efficacy

0

10

20

30

40

50

60

70

Price Theme 2 Theme 3 Theme 4 Theme 5

What Physicians Said

A i l l u s t r a t i v e a p p l i c a t i o n f o r t h e t r e a t m e n t p h a s e :

Tr a c k i n g a d h e r e n c e a n d i t ’ s d r i v e r s

While Afinitor’s

prescribed dosage is

10mg, Social media

research revealed that

many patients preferred

5mg dosage owing to

adverse reactions

Personal

Factors

Emotional state

Health beliefs

Socio Economic

Factors

Interaction

with System

Relationship with

providers

Satisfaction with care

Side effects

Costs

Immediate benefits

Treatment

Factors

Factors

impacting

adherence

A i l l u s t r a t i v e a p p l i c a t i o n f o r t h e l i f e s t y l e p h a s e :

I d e n t i f y i n g a s s o c i a t i o n s o f h e a t h a n d w e l l n e s s

Association 1

Sub-themes

Association 2

Association 3

Association 4

Association 5

Sub-themes

Sub-themes

Sub-themes

Sub-themes

Sub-themes Sub-themes

Sub-themes

Sub-themes Sub-themes

Sub-themes

Sub-themes

Sub-themes

Sub-themes

A leading CPG firm

used social media to

understand the

emerging associations

of health and wellness

and identify

opportunities for

messaging and

education.

SOCIAL MEDIA RoI

SEC T I O N 3

Metrics need to reflect

impact on top line or

bottom line

Leadership will not be content when

results are conveyed as re-tweets,

fans or number of followers

R e le v a n c e Management is not convinced by

absolute measure such as these

DASHBOARDS

SITE STATISTICS

Its all good to listen, learn and engage but the core issue

today is to be able to measure returns

Clearly, the market is moving towards listen, learn, engage with

a RoI intention

Market Listen Learn Engage

Monitor

Chatter

Adherence

Levels

Perception

Mapping

Brand

Sentiments

Patient

Pathways

Influencer

Mapping

Crowd

Sourcing

Bottom line

reduction

Top line

enhancement Event

Efficacy

Social

Media

Presence

Segmentation

Untapped

Opportunities

Crisis

Alerts

EXAMPLES OF RoI C ASE ST U D I E S

Therefore Revenue loss due to switchers

= 1600* $42,300 ≈ $ 67.6 Million

C a s e

b a c k g r o u n d

Copaxone, used for treating Multiple Sclerosis was analyzed

in social media to understand brand consideration and

losses due to switching behavior

Case 1: stemming revenue leakage

N o t e : There were more than 20,000 conversations on the brand of which 6156 pertained to purchase consideration

Therefore Revenue opportunity in Pre-diagnosis

= 563* $30,000 ≈ $ 17 Million

C a s e

b a c k g r o u n d

Social media conversations on pre-diagnosis for Acromegaly

were analyzed to gauge business potential for early online

engagement with patients

Case 2: smart targeting

Lifestyle

Treatment

Diagnosis

Pre-

diagnosis

Educating these

patients about their

condition will help in

gravitating them

towards an early and

timely treatment

phase, and thus help in

revenue optimization

N o t e : There were 10,116 conversations on Acromegaly of which 971 were identified to have originated by unique patients

Revenue opportunity by driving adherence

(3354 +0.5*2236)*$1392 ≈ $ 6.2 Million

C a s e

b a c k g r o u n d

Conversations on Crestor were analyzed to estimate the

potential revenue opportunity if adherence issues can be

identified in time and acted upon

Case 3: driving adherence

N o t e : 8.5 % of all conversations were found to be on medication adherence

Revenue opportunity by driving advocacy

2,316 * $70 ≈ $ 162,000

C a s e

b a c k g r o u n d

Metamucil , a major OTC brand in laxatives category was

tracked to gauge revenue impact potential that brand

advocates and influencers can generate

Case 4: driving advocacy

N o t e : Our research shows that each advocate (people recommending the drug) can influence 3 patients on an average

DISCUSSION: BEST PRACTICES SEC T I O N 4

26

LEGAL

PUBLIC RELATIONS

MARKETING

BRAND TEAMS

COUNTRY SPECIFIC TEAMS

R & D

How can I use this

medium to monitor and

act on negativity?

What are the AE

implications?

How can we enable

engagement with

stakeholders?

Will the methodology

hold up?

How does it provide

insights over and above

existing trackers?

Can I get local market

insights?

w w w . g e n p a c t . c o m

Thank You !

w w w . e m p o w e r r e s e a r c h . c o m

© 2011 Copyright Genpact. All Rights Reserved

Social Media

in

Pharmaceutical Commercial Context

Buddy Scalera SVP - Interactive Content

& Market Research

Ogilvy CommonHealth Worldwide

Hi.

@MarketingBuddy

What are social networks

• Social networks are groups of individuals

unified by common

• Interests

• Vocations

• Passions

• Needs

• Before the Internet groups were limited

by proximity

• Online social networks are all about the

Long Tail context

• Fans of Walking Dead

• Moms who marathon

• Vampires in New York

Context & Proximity Motivates people to take action because it is relevant.

And It Isn’t New in Pharma

KOL 1.0 KOL 2.0 – the Virtual Community Leaders

Traditional

• Academia

• Department Chairs

• Research/ Clinical Trial Investigator

• Published

Extended

• Global Recognition

• Regional (US, EMEA, LatAM, Asia)

• Local

AHCP

• Nurses

• Nurse Practitioners

• Physician Assistants

• Pharmacists

• Dieticians

• OT

Managed Markets

• HECON

• P&T Committee

• Formulary

• Medical Ad Board

• Megaplans

Dr. Digital

• HCP Blogs

• SERMO

• Twitter

• Social Networks

• Satellite Radio

• TV

• Web sites

• Podcasters

Consumer/ Digital

• Bloggers

• Social networks

• Bulletin Boards

• Chat Rooms

• Twitter

• Advocacy sites

• E-zines

• Websites

33

Not necessarily.

Pharma Started Getting Social on MySpace

Pharma on Facebook

Pharma on YouTube & Podcasts

Pharma Blogs & Tweets

Professional

A Conundrum

• How can we participate in social & Web 2.0 marketing….while being responsible to our

brands?

Some Things Are In Our Control

• Fresh, factual content is welcome… share it

• Lack of content limits our voice and damages our credibility…speak up

• Reputation and respect must be earned, cultivated, and maintained…

step up

Some Things Are Not…

• Brand bashers

• Modern-day mashups

• The next big thing…

Where Do We Go From Here?

• Use our voices…silence is not golden

• Promote our product benefits…

• Engage where we can…

Avoid Direct Mail from the FDA

• FDA Guidelines

• AE Challenges

Investing in Social

• Setting KPIs

• Driving Conversions

• Measure ROI

46

Be Authentic

• Trust Marketing & Reputation Marketing are more important than ever

• You can fool some of the people…but you’ll probably get caught

New Opportunities

• Innovators and early adopters have laid a solid foundation

• Evolving technology is developing a brave new world…in real time

• Social media marketing is slow

Be the Best 2nd.

49

3 Rules for 2.0

• Speak the Language

• Keep it Real

• Measure, Modify, Move

Thank you!

Let’s be friends.

See you at DTC National 2012!

Buddy.Scalera@ogilvy.com

973-352-4180

Ogilvy CommonHealth Worldwide: blog.ogilvychww.com

Buddy’s Marketing Blog: WordsPicturesWeb.com

Twitter @MarketingBuddy