Digital 4 Pharma

Digital Community Building in Pharma

George Anagnostopoulos Digital 4 Pharma 6 May 2014

socialab

Hello.

I am George.

I represent Socialab, the company I founded 5 years ago.

Our experience is in the whole of the marketing industry.

There are a couple of things we’d like to show you that the rest of the industry is doing.

George Anagnostopoulos

§  Digital Content Creator since 1994 in the first Greek zine. §  Digital Marketer since 1999, in a dot-com in the UK.

§  Search Marketing since 2002 §  Blogger since 2004

§  Mobile Marketing since 2006

§  Social Media Marketing since 2009 §  Judge at Ermis Awards - Digital

§  Has worked with 50+ brands in the last 14 years.

Experience in Education In 2013, Socialab was approached by the Digital Marketing Institute in Dublin, Ireland. Their goal was to reach out to a top agency in the country in order to train people in digital marketing. And we reached out to ALBA to provide education to executives.

The Syllabus is validated by Facebook, Twitter, PayPal & Microsoft.

The world's leading digital agencies also validate the syllabus and ensure that it is consistent with best practice implementation of digital marketing, they include Ogilvy, Aegis and Publicis Groupe.

Professional Training In fact, we are currently collaborating with GET2WORK and offering tailored training packages for: u  pharma marketers

u  healthcare professionals

socialab

§  Socialab offers a range of digital marketing services: web, social, search, display, mobile & affiliate.

§  We’ve earned both Awards and Recognition for our work. But, most of all, we’ve won our clients’ hearts, because we always bring Results.

§  We maintain the first and most popular Greek website about digital marketing news & tips, suit.gr, that educates marketers and also promotes our work in the last 4 years.

§  We also manage Social Media GR, the biggest group for digital marketing on LinkedIn with more than 3,000 members, most of which are in marketing or advertising.

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Terminology

Funnel

The process from making a stranger your customer

Terminology

Click

The way customers go from one stage to the next in a funnel. Can also mean Tap in Mobile or Tablets.

Terminology

Visit

The difference between visits, unique visitors, pageviews, hits.

Terminology

Conversion

Converting users from one stage of the funnel to the next

Terminology

CTR

Click-through rate.

20 years ago banner CTR was 44%, now it’s at less than 1%. Same for Email for CTR and Open Rate that was 90%.

Same for Google Ads.

Marketers ruin everything!

Terminology

Social

Social Media: Facebook, Twitter, LinkedIn, Google+, Blogs, Forums and more.

Terminology

Search

SEM Comes in two flavors: SEO & PPC (which is sometimes also called SEM)

Terminology

FFF

Fans / Friends / Followers (not used really)

Terminology

FOAF

Friend of a Friend (used in WoMM)

Terminology

WoMM

Word of Mouth Marketing

Terminology

Blog

Web log that one or more users updates with content

Terminology

Forum

A discussion area or community. Plural: Fora.

Terminology

Android vs. iOS

Latest US stats: 52% Android, 42% iOS, 6% rest of the Operating Systems.

Terminology

Organic vs. Paid

Getting seen for free; and not for free.

Terminology

Impression

Loading of an ad in a web page. Times an ad was displayed.

Not how many times it was actually seen. Now comes the time of viewable impressions.

Terminology

Attention

The currency of digital marketing

Don’t tell your story in 2014 like it’s 2007.

3 categories of digital media

Paid Social Ads, Display Advertising, SEM/PPC, Sponsored Posts

Owned Website, Mobile, Microsites, Social Media Accounts & Communities

Earned WoM, Listings, Ratings, Mentions, Recom’tions & Comments

€ ♥ ©3 categories of digital media

Pharma: Still stuck at Web 1.0?

http://www.doseofdigital.com/2013/03/pharmas-web-10-addiction/


http://www.pmlive.com/pharma_intelligence/infographic_digitally-native_hcps_544275

http://www.pmlive.com/pharma_intelligence/infographic_digitally-native_hcps_544275

Are you talking to digital natives?

Compiled by LBi Health

Pharma: More Customer Service centric?

http://www.healthcarecommunication.com/Pharma/Articles/5_ideas_to_get_Pharma_involved_in_customer_service_10522.aspx

Customer Service add-ons

According to the WSJ: u  GlaxoSmithKline u  Merck u  Lilly are asking their representatives to switch from making forceful, tightly scripted sales pitches to acting more like a resource supporting physicians' treatment. Companies hope to get a foot in the door by providing practical help, such as assistance educating patients about their diseases or navigating reimbursement.

-- Wall Street Journal, 10 Jan 2012

http://online.wsj.com/news/articles/SB10001424052970204331304577142763014776148

Can these teach Pharma something?



u  Supporting apps: medication & vital signs trackers, side effects & drug compatibility indicators

u  Digital communities: Engagement of the stakeholders where they prefer to be

u  Support groups: Online or in-person patient/caregiver support groups — branded or unbranded

u  Education: Direct patient education through online courses and in-person seminars, focused on specific diseases

u  More personalized support: 24/7 concierge services



An offering that combines drugs and supporting services can not only significantly increase compliance and health outcomes—indicators of success far more valuable than drug sales—but also create a positive image for a brand among patient groups.


Important social media

u  5. Facebook u  4. Blogging

u  3. LinkedIn u  2. Twitter

u  1. Healthcare professional networks

http://www.pmlive.com/blogs/digital_intelligence/archive/2014/january/pharmas_social_media_priorities_in_2014

As voted by 250 people in the pharma industry, conducted by PMGroup and Havas Lynx.

Other

u  YouTube u  Vimeo

u  Pinterest u  Instagram

http://www.pmlive.com/blogs/digital_intelligence/archive/2014/january/pharmas_social_media_priorities_in_2014

A note about video

HCPs will tell you that video content is effective. In fact, according to Manhattan Research, 70% of HCPs agree that watching video is an effective way to learn new information (Manhattan Research, Taking the Pulse® v12.0)

According to ComScore nearly 50% of consumers report that online health videos serve as a top resource when searching for medical conditions and prescription drug information. 53% of people over 65 watch videos online. (Sources: comScore, 12th Annual Survey on Consumer Reaction to DTC Advertising of Prescription Drugs)


Why Digital Communities?

People are looking somewhere to help….

(patient communities with like-minded people)

Audiences VS Communities

Audience: • is one-way • not interactive • not social • passively watches or reads • doesn’t participate Or share with others VS Communities: • two-way conversation • living, breathing thing • extremely interactive • social • some people just watch or read, but many also participate and share with their friends

Understand why your target community uses digital channels.

Understand what kinds of digital channels they use.

Understand how your target community like to be communicated with. What tone works in what channel?

It is crucial that you provide a detailed description of each of your target audiences. Build community profiles or personas to better understand your community member.

who

why

what

how Understanding

Your Community

Understanding Your Community

Principals

Listening Engaging

…build great customer experience

Listening never stops!

Social media enables Pharma marketers to get a better understanding of stakeholder’s emotions and behaviors, and at the end of the day it is emotions and behaviors that impact Pharma sales.

……and here is a hint – it is probably not about you, it’s what are their needs.

7 Ps

Communities are made up of people

Patient

Patient’s Friends & Family

Patient Groups

Providers: Physicians / Pros

Payers

Press

Public

Patient

Patient’s Friends & Family

Patient Groups

Providers: Physicians / Pros

Payers

Press

Public

Patient

It’s all about being there...

Patient

Digital community

Patient’s journey stars here...

Direct engagement

Stakeholders

Search Engine

One thing is obvious...

http://www.pmlive.com/blogs/digital_intelligence/archive/2014/march/patients_and_hcps_turn_first_to_wikipedia

Did you notice something odd?

Did you notice something rare?

No advertisements!

No communities!

The beginning of the patient’s journey is virgin land for Pharma!

What is Wikipedia, if not a community?

Are you on Wikipedia?

Closed community audience

Pharma

Doctors Pharmacists

Open community audience

Pharma

Patient F&F Groups Press Public Payers

3rd party

Which media would be appropriate for this platform?

Most probably, ALL of them.

Maybe not for hosting the

information, but for disseminating it.

Platform specs: front-end

u  Typical CMS with careful workflow design u  Doctor Blogs

u  Patient Blogs u  Forum

u  Doctors’ directory & reviews

Platform specs: back-end

u  Listening / Monitoring u  Upgrading friendlies to opinion leader status

u  Meeting with key patients u  Good and relevant audience on events, e.g. Heart Day

The future of pharma communities today: u  Phones u  Tablets

u  Nike+ Fuelband u  Google Glass

u  Oculus Rift

Apple was looking for a physiologist A job advert posted on apple.com on 6 Feb 2014 read: The job will require employees to "design and run user studies related to cardiovascular fitness & energy expenditure, including calories burned, metabolic rate, aerobic fitness level measurement/tracking and other key physiological measurements."

The role will require application of "relevant knowledge to the design of products and their testing/validation through user studies.

Possibly for the iWatch prototype?

Source: http://mashable.com/2014/02/06/apple-now-hiring-physiologists/

Oximeter

Oximeter: Nintendo Wii Vitality Sensor

Oximeter: Samsung Gear Fit

Latest health news: Samsung

Google Glass: UK research for Parkinson patients

http://www.pmlive.com/blogs/digital_intelligence/archive/2014/april/google_glass_enters_parkinsons_trials

Google Contacts: Monitor Glucose levels for T2 Diabetes and people with visual disabilities.

http://www.iflscience.com/technology/google-seeks-integrate-cameras-contact-lenses

Alvin Systems is taking the Disney-used RFID-enabled wristbands and using them for better patient identification and care

http://www.healthitoutcomes.com/doc/magic-bands-from-disney-to-healthcare-0001

Apple patented this:

Source: http://mashable.com/2014/05/01/apple-earpods-iwatch/ http://mashable.com/2014/02/16/apple-iwatch-could-include-heart-attack-predictor/

Apple patented this:

http://mashable.com/2014/03/17/apple-healthbook-leaked-pictures/

Pharma

u  Can apps be considered part of Pharma? u  Why are the big players like Apple and Samsung going

into Health? u  Why has Google’s founder Sergey Brin funded his

wife’s idea for 23andme?

This convergence means something:

1. Communities provide the data

2. Technology collects the data

3. Big Data crunches the data

A community is bigger than just a website or a forum!

What does monitoring do?

Monitoring tools

Monitoring tools

Monitor by Sidebar

Monitor by Sidebar

Monitor Report Sample

Monitor Report Sidebar Monitor Reporthttp://monitor.sidebar.gr/

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Monitor

Let’s see it live!

Thank you. Questions?

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