How Pharma companies are using Social Media

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    16-Apr-2017

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<p>The webinar will start shortly</p> <p>The webinar will start shortlyThanks for joining us today!</p> <p>Hello!</p> <p>Sameer ShahResearch Managerat Pulsar@Laurieec1Rick EvansDigital Strategist at Ogilvy Healthworld@RickAEvansBecky CanvinSocial Media Director at Ogilvy Healthworld@BeckyCanvinLaurie CloseGlobal Brand PartnershipsSocial@Ogilvy@Laurieec1</p> <p>The Social check-up: why we did itHuge shift in the way businesses interact with customers on social media in past 10 yearsPharma is starting to learn how to work within regulatory and compliance boundaries to reach a wide audienceNo longer the sole goal of social marketers to cultivate a brand with biggest following Quality content is taking precedence</p> <p>Pharmaceutical companies have been hesitant to embrace social media4Replying to online interactionsReporting adverse eventsDont have the resourceTechnical challengesLack of knowledge about how to successfully use social mediaLack of regulatory transparencyDont know how to measure it effectively</p> <p>Why are pharma companies hesitant to use social media?</p> <p>The mlr review process</p> <p>Pharma cant post on social about their prescription products (in most markets)</p> <p>Kim Kardashian was forced by FDA to delete an Instagram post that promoted morning sickness drug</p> <p>7</p> <p>Patients, physicians and media believe social media is important850%of journalists report they wouldnt be able to do their job without social media60%of US physicians believe that using social media helps improve the quality of patient carediscuss health-related issues on social media</p> <p>in 3 people</p> <p>*CISION, 2015 http://www.cision.com/us/about/news/2015-press-releases/2015-global-social-journalism-study-finds-journalists-increasingly-rely-on-social-media-to-complete-daily-activities-and-improve-productivity/**eMarketer, 2012***http://www.adweek.com/socialtimes/files/2012/12/social-media-healthcare.png?red=at</p> <p>8</p> <p>Pharma companies can use Social media effectively while complying with rules and regulations9</p> <p>We investigated..How to address the balance between created and curated content?What forms of content are proving most popular with pharma audiences?How engaging is the content published by pharma companies?What does the future hold for pharma and social media?</p> <p>11</p> <p>How we analysed the dataWe tracked the activity of the top 20 corporate global social media pages using Pulsar CORE on Twitter, Instagram, Facebook and YouTube, from January 19th to June 19th 2016.The companies were taken from PM Lives Top Pharma Companies by global revenue</p> <p>We tracked the global corporate social media activity of the top 20 pharma companies over the first half of 2016Partnering with Pulsar we explored how the industry is creating and using content, and whether the companies are really succeeding in engaging their audiences.</p> <p>There have been several mergers and acquisitions, and indeed new channels launched since this list was formed</p> <p>12</p> <p>WHAT IS THE CORPORATE PHARMA SOCIAL MEDIA COMMUNITY?</p> <p>Pharma is posting on average once a day on facebook and 4 times a day on twitter</p> <p>Link and image type posts are the most frequently shared..</p> <p>But What use is content without engagement?</p> <p>DISEASE AWARENESS WAS THE MOST often SHARED CONTENT...</p> <p>... BUT OTHER CONTENT THEMES RECEIVED HIGHER ENGAGEMENT!</p> <p>THE COMPANIES POSTING THE MOST DIDnt RECEIVE THE highest ENGAGEMENT</p> <p>Announcement of key news, events and activities</p> <p>Issues monitoring and management</p> <p>Dialogue with patients, hcps and media</p> <p>Communicating disease awareness and educational materials continued..</p> <p>Novartis has struggled to gain share with its heart failure med Entresto because of the treatment's high price tag, despite strong endorsements from leading cardiac groups and published researchadvising physicians to switch to the drug. DTC marketing sparkedprotests from cardiologists and consumers for its stark depiction equating heart failure to a room filling with water while a patient calmly reads the paper.</p> <p>That ad was quickly discontinued, replaced this spring with more sentimental ads featuring older heart failure patients warbling the Annie show tune "Tomorrow" as they go about their day.</p> <p>Aligning itself with theRise Above Heart Failureinitiative is a much more positive undertaking, and gives Novartis the opportunity to engage instorytellingusing digital channels.</p> <p>Interestingly, one of those channels is Facebook Live, which was used to broadcast a live panel discussion on World Heart Day that featured Queen Latifah and medical doctor Karol E. Watson, a professor of medicine/cardiology and the co-director of the UCLA Program in Preventive Cardiology.23</p> <p>Communicating corporate / company news </p> <p>We believe pharma needs to</p> <p>www.slideshare.net/OgilvyCommonHealth/the-social-checkup</p> <p>Rebecca.Canvin@ogilvy.com</p> <p>Mention slideshare deck as a teaser, encourage clients to take a look or request the report to pass on?</p> <p>26</p> <p>Questions?</p> <p>Sameer ShahResearch Managerat Pulsar@Laurieec1Rick EvansDigital Strategist at Ogilvy Healthworld@RickAEvansBecky CanvinSocial Media Director at Ogilvy Healthworld@BeckyCanvinLaurie CloseGlobal Brand PartnershipsSocial@Ogilvy@Laurieec1</p>