"It's not who attends your event, it's who participates"

“It’s not who attends your meeting, it’s who participates”

MEDICAL MEETINGS in the DIGITAL AGE

Padraic GilliganVice President, Industry Relations

MCI

Introduction

SOCIAL MEDIA 101

HOW TO USE … TWITTER

Expert?

Introduction

• Who am I?• Digital and Social Media – some background• Digital and Social Media in Pharma• Digital and Social Media – the power and the pitfalls• Digital and Social Media – before, during and after

the Event• ICEM 2012 – a case study on the power of digital

and social media• Final Story – Bathrobes in San Antonio

@padraicinohttp://padraicino.com

The Terminology

Digital in Pharma

“Pharma is about a thousand years behind everything else you see in consumer (marketing). Pharma has made progress but it is being held back by its own nervousness. If there is a conservative interpretation of the rules, and a very conservative interpretation of the rules and then an insanely conservative interpretation of them – Pharma will go with the insanely conservative one”

Pharma Insider quoted in PMGroup 2012 Digital Year Book

Yet Pharma has embraced the digital revolution:– Kai Gait, Digital Marketing Director at GlaxoSmithKline– Francesco Raimo, Digital Director at Life Healthcare– John Pugh, Director of Digital at Boehringer

Case Study: Syrum by Boehringer

“ … For (John) Pugh, it’s clearly about learning – both for pharma and those playing the game. Indeed, part of the rationale for a beta launch

is to allow players to shape the direction of the game, as he admits “we don’t know where it’s going to go, that’s the exciting thing about it – it’s

a very unpharma approach, it’s a more Silicon Valley approach”.

Paul Tunnah, Pharma Phorum

Syrum game is developed by global pharmaceutical company Boehringer Ingelheim with the aim to demonstrate the brand’s continuous commitment research and innovation, allow players to learn about the complexities of the drug development process and, most importantly, to make pharma fun! 

Case Study: Care4Today by Janssen

• Website, Mobile App and Messaging Platform– Sends out reminders to patients re

medication, getting repeat prescriptions making appointments

Case Study: Diabetes Blog by Bayer UKI

“The annoying thing about the Bayer blog is that it’s really interesting … [but invisible] Dominic Tyler PME

Case Study: Pfizer’s Twitter campaign on Ageing

Digital & Social Media – The Power and the Pitfalls

Digital & Social Media – The Power and the Pitfalls

Digital & Social Media – The Power and the Pitfalls

Example: Sonesta Hotels

Social Media and Meetings/Events

Digital & Social Media – Before /During /After an Event

• Engagement BEFORE, DURING and AFTER

• Extension of the life of the meeting BEYOND the F2F event

• From passing to permanent• Paradigm Shift / Game Changer• New focus on content

Before …

During …

After …

MPI Research on Hybrid …

Bathrobes in Texas

THANK YOUKeep in Touch

@Padraicino

http://padraicino.com

[email protected]