Social Media Presentation - 2012 ePharma Summit

+

The pharma conundrum

Mike Myers

@mikermyers

www.palio.com

www.pharmapps.com

It all works because of connectivity

+

+

+

“We don’t have a choice on whether we do

social media, the question is how well we

do it”- Erik Qualman

+

0

5

10

15

20

25

30

35

2009 2010 2011 2012

E-reader Installed Base

E-reader Installed Base

1.9%

5.4%

8.7%

12%

Source: eMarketer, 2011

+ The law of diffusion of innovation

+

+

+

+

+

+Be aware, not afraid

The #1 objection to

social media

among healthcare

companies

Adverse Event

Reporting!

+Be aware, not afraid

The Myth

If given the opportunity, patients

will post “adverse events” that need to be reported to the

FDA

+Be aware, not afraid

The Reality

1 in 500 posts actually contains all

the information required for an adverse event

report

+The big 3

+

+

+

+

“Bad artists imitate, good artists steal.”

- Pablo Picasso

+

+

Shirley Ledlie, a cancer survivor, comments on their site about her permanent hair loss post using Taxotere

Patient returns to site and finds her post(s) deleted

Shirley goes “ballistic” in the

social media space

Sanofi-Aventis pulls down the

ability to comment on their site

+

+

+

+

+

+

+

+

+

+Monitor and get involved

Be aware of what people are

saying about your brand

Look outside pharma and

healthcare to see what is

possible

+Monitor and get involved

One tweet starts a firestorm

+Monitor and get involved

And one very public apology

+Monitor and get Involved

One blogger

One tweet

One weekend

7,000 more

tweets

One product fiasco

+ Pfizer Facebook campaign• Blog post complained it was offensive to women

• Pfizer had been deleting critical comments on its Facebook page

• Snowball effect ensued

• Ad removed – apology issued

• Lesson learned?

+“The ROI of social media is your

business will still exist in 5

years…” - Eric Qualman

+

+

“Bad artists imitate, good artists

steal.”- Pablo Picasso

+

+

Thanks.Presentation is available at:

www.slideshare.net/paliosaratoga

[email protected]

#mikermyers