How do you do that?
How do you do that?
Source: What the f**k is social media, Espresso, brandinfiltration.com
A social media definition
A societal phenomena?
“Society must be organized in such a way that man's social, loving nature is not separated from his social existence, but becomes one with it.”
Erich Fromm
Online tribes...
Roche Group Communications
Online Health Audience Growing (USA)
2002 2003 2004 2005 2006 2007 2008 2009
26.041.1 45.7
54.5
70.881.4
93.5102.3
63.3
82.889.6
99.0
116.2
131.8145.7
157.5
eHealth ConsumersePharma Consumers
Adults Online Past 12 Months179.6 million
Online for Health
157.5 million
“eHealth”
Online for Rx Info 102.3
million
“ePharma”
Online and eHealth Market Trending Online Health Info Seeking
*
**
* eHealth Consumers = Consumers who have conducted health information seeking activities online in the past 12 months for themselves or others.
** ePharma Consumers = Consumers who have researched prescription drug information online in the past 12 months for themselves or others.Source: Cybercitizen Health®
v2.0-9.0
In Millions
Roche Group Communications
HCP Use of Online/Social Media Has Grown
1 Manhattan Research, Taking the PulseTM v9.0, 2009. 2 Manhattan Research, Taking the PulseTM v8.0, 2008. 3 Manhattan Research ePharma Physician® v9.0(All statistics drawn from press releases, published white papers and other publicly available sources). Accessed at
www.manhattanresearch.com
Average Physician Spends 8 Hours Per Week Online for Professional Purposes (vs.2.5 Hours in 2002) 1
87%
60%
56%
64%
Already interact with drug and device companies online(up 23% since 2004) 1
Are already using or are interested in physician onlinecommunities 2
Are interested in using social media to have productdiscussions with healthcare companies 3
Currently have smart phonesThis is expected to increase to 81% by 20121
Roche Group Communications
Top Pharma companies are getting active
CompanySocial Media
Policy Complete or in Development
Social Media “Listening”
Corporate Social Media Activities
Brand / Product Social Media
Activities
Disease Awareness Social Media Activities
JnJ
Pfizer
Roche
GlaxoSmithKline
Novar7s
Sanofi-‐Aven7s
AstraZeneca
Abbo=
Merck
Bayer
Eli Lilly
Bristol Myers Squibb
3
Roche Group Communications
Empowered Patients are Helping Each Other…
…Doctors Too
4
www.nhs.uk
No “one size fits all” model Approach will be different based on goal
• Brand building• Reputation management• Crisis communication• Customer support • Product development• Generating orders• Education• …
Roche Group Communications
The Value of Listening first
Monitoring can inform us:
• What the top issues are that matter to our customers
• Where our customers live online• How you can add value for our
customers• When you should engage the
community• Why customers are passionate on
certain topics• Who is driving share of voice
Roche Group Communications
Corporate comms
Brand teams Clinical development
Market research
Listening objectives - different parts of the organization have different objectives for listening
Func7on
12
Where to start?
Who’s Online?
What should I listen too?
How do they speak?
What are they actually saying?
What search terms should I
use?
Let the information come to you
Social MediaListening Techniques
Data
Well-‐defined sources
EffecEve search terms
Unbiased,relevant insights
Where to listen to what?
3
messages
Boolean Basics
• cat OR dog
• cat AND dog
• cat NOT dog
cat dog
cat dog
cat dog
Unique vs. Common
VS.
And how should I sort the sources?
World Wide Web
Social Media
Project/Disease Specific
Accuracy vs Amount
Sentiment
21
How do we balance it out?
Different social media listening outputs
• Understand customer needs and ecosystem• Identify main themes of customer discussions• Evaluate attitudes and sentiments• Etc.
Social media audit
•Identify voices driving critical conversations
•Profile key online influencers online and offline
•Understand what motivates them and how you can engage
Influence mapping
•Reputation tracking•Safety issue monitoring•Brand tracking•Measure impact of promotional efforts
Interactive Dashboard
1
2
3
Thoughts of AE reporting
Majority of AEs identified on social media not reportable
1.an identifiable patient2.an identifiable reporter3.a specific drug or biologic involved in the event4.an adverse event or fatal outcome
Only 1 in 500 posts have all this info.
Can pharma use twitter to engage?
Twitter basics
29
Connect
Followers
Following
Post
Retweet RT
Direct message
D
Hashtag
#
Reply@
Participate
30
Direct message
YOU HER
30
@ reply
YOU HER
= email, cc everyone
30
RT
YOUHER
= forward mail, cc everyone
Roche’s Twitter use casesMix of information and contact channel
Monitoring of relevant topics
Early warning on issues
New back channel for questions
Gather Feedback and service ideas
Additional channel for info distribution
Connect with stakeholders
Conference/event coverage
Human voice
In-bound out-bound
Roche Group Communications
Roche Twitter case studyExample: outbreak of swineflu in spring 2009
Monitoring showed peak in mentions of Roche and Tamiflu, influenza
We tweeted links to • backgrounders on pandemic planning
• Educational info about influenza
• news by WHO, CDC …
• Answered media enquiries for b-roll, photos, details
• Directed to local media contacts
• Corrected mis-information…
Roche Twitter case studyExample: Diabetes Blogger complaining
• Provided UK helpline details
-> blogger not interested in calling, wants answer on his channel
• informed UK communications + Accu-Chek team to follow up
• gave (DM) updates to blogger that matter was looked into
IR & Media News(can be automated)
Build a profile and engage followersthrough:
• Responses• Re-Tweets• Questions• Science topics• Pictures•„non-business“ tweets
2008 2009
@Boehringer@Novar7s
@JNJComm@Roche_com
@AstraZenecaUS @Amgen@genentechnews@GSKUS
@Pfizernews@AstraZeneca
2010
Over past 18 month big pharma set up a presence on twitter
Whydot twitter analysis
34
Start of twiYer ac7vi7es
!"
#$#%"
$!&'"%('"
$)%&"$%$*"
$$%*" $$)$"*+$"
!" !"
()+$" ('%&"
#&*+" #*%)"((!+"
#*'!" #+)#" #(%$"$')+"
$!!%"##+"
)+$*"
*+!!"
&')!"&(*%"
+)!%" +*&$"
()'!"(%'$"
((*)" (#$+"
$$)$"
!"
$!!!"
#!!!"
(!!!"
+!!!"
&!!!"
%!!!"
*!!!"
'!!!"
)!!!"
$!!!!"
,-./0123045"
,67891:5"
,;7<=0"
,>?@A?"
,B70=1C3D01"
,E6EF7GG"
,D0303H0<=3045"
,I5H19J030<9A?"
,IGD03"
,I5H19J030<9"
,K01H0L-=91G9"
!"#$%&'()'*(++(,%&-'(.'/,01%&'MENO"!)P"Q0<"!)P"R<H"$!S"
Source: www.twiYer.com, July 13th,Dec 31st 2009, October 18th; whdotpharma analysis
Despite late entry, Pfizer most followers
35
# of Followers
Avrg followers: 4835
!"##$"
"%"
!"%$#"
"!&'""%"
"!()""%" "#%" "*&" "$" "%"
)+)(&"
!+',!" !+',#"
,%'"
!,'"'',"
!%!" !%%" *(" !!" %"
)+,*$"
)+!!!"
!+&#%"
$,&"(%#"
'#&"!##" !)(" *$" $" %"
%"
#%%"
!%%%"
!#%%"
)%%%"
)#%%"
'%%%"
-./01234502"
-67802940:;"
-<=<>/??"
-@/A10"
-B02C0D61E2?E"
-F;C2EG040AEHI"
-F;C2EG040AE"
-JIKHI"
-50404C0A140:;"
-=/LE2M;"
-F?504"
!"#$%&'()'*(++(,-./'(.'0,-1%&''N<OP"%$+"Q0A"%$+"RAC"!%S"
Divide on “following” policy
36
# of Following
Source: www.twiYer.com, July 13th,Dec 31st 2009, October 18th; whdotpharma analysis
Avrg following: 793
!""#
"$$#
%&"#
'%# ('#%)# *# *# %*# &# *#
&!+#$+(#
!'*#!*!#
"!!#%*(#
)'# ('# ("# '+#!(#
"*'$# "*)'#
$$!#$*)#
+*+#!+'#
%$!# %!*#"'+# ")%# "$&#
*#
%$*#
$**#
($*#
"***#
"%$*#
,-.-/011#
,20345#
,6054789:57#
,;<=7>?5953>@A#
,.0B>7C<#
,DAE@A#
,;<=7>?5953>#
,FGH57I95J<#
,:5959=53495J<#
,;1:59#
,K57=5LF4>71>#
!"#$%&'()'*+,-.%/'(0'.123%&'M-NO#*'P#Q53#*'P#R3=#"*S'
Difference in updates = different degrees of engagement?
37
# of Updates
Source: www.twiYer.com, July 13th,Dec 31st 2009, October 18th; whdotpharma analysis
Avrg updates: 456
!"
#!!"
$!!!"
$#!!"
%!!!"
%#!!"
&!!!"
!" %!!" '!!" (!!" )!!" $!!!" $%!!" $'!!"
!"##"$%&'()*+(,"##"$-.*(/0(123.435"6(7-5(89:;5<(=8(
Avrg following: 793
Avrg Updates: 456
# of Following
# of UpdatesAvrg Bubble size = # of followers
Source: www.twiYer.com, July 13th and Dec 31st 2009; whdotpharma analysis
Roche moves into “engaged“ quadrant; AZ and Vertex move closer
@Roche_com
Following vs. followers by pharmaco: Oct 10 EngagedListen
TalkThink
Example: measuring resultsPublication of Roche guidelines
• Over 100,000 people were reached with the twitter news about the publication of the guidelines
• People commenting on the matter included marketers, journalists, bloggers, doctors and patient advocates
Number of clicks on link + Statistics on inbound traffic on website
Number of re-Tweets or reactions
Stories, comments, relationships created