Social Media From Lab Throughout Lifecycle Alex de Carvalho @alexdc
Social MediaFrom Lab Throughout Lifecycle
Alex de Carvalho @alexdc
In the social media communications lifecycle
Companies often fail to listen
credit: @jowyang
The art of listening
• Understand your customers and your community• See how and where your brands are mentioned
• Pinpoint customer satisfaction issues• Find out what really concerns physicians and
patients • What and where is the false information?• How are competing brands perceived?
• Reputation management• Competitive Tracking• Monitoring market trends
... Are you listening?
• What are physicians discussing?
• How do patients feel about your brand?
• Who’s doing the talking and who’s influential?
• Is the medical content accurate?
• What types challenges are being mentioned?
• How do treatment regimes vary?
• Is your promotional activity effective?
• In what context are your brands mentioned?
• Who are your greatest advocates online?
Drug development from the lab to the market ...
Drug Discovery Pre-Clinical Clinical Trials Regulatory Review
Phase 1 Phase 2 Phase 3
ApprovedDrug
3+ years 3+ years 6+ years 1.5+ years
Number ofcompounds
• How does the emerging social web affect my strategy?
• How can I align social technologies with my business goals?
Drug Discovery Pre-Clinical Clinical Trials Regulatory Review
Phase 1 Phase 2 Phase 3
ApprovedDrug
3+ years 3+ years 6+ years 1.5+ years
Number ofcompounds
Phase 4
New marketsExtensions
Sales / Product Lifecycle
... and throughout the lifecycle
• Which social channels should I use to reach my clients?
• How do I integrate social media into existing systems?
The blockbuster model
Needed a BIG communications strategy
1 bn€
Drug Discovery Pre-Clinical Clinical Trials Regulatory Review
Phase 1 Phase 2 Phase 3
ApprovedDrug
3+ years 3+ years 6+ years 1.5+ years
Number ofcompounds =
credit: @armano
The specialty model
Requires constant adjustment of strategy
Approval 1 Approval 3
Approval 2
Clinical trialIndication 1
Clinical trialIndication 2
Clinical trialsIndication 3
18 months 18 months 18 months
M €
M €
M €
credit: @armano
With such a proactive model, only social media…
… allows you to constantly listen and adjust
credit: @armano
credit: @jowyang
Drug Discovery Pre-Clinical Clinical Trials Regulatory Review
Phase 1 Phase 2 Phase 3
ApprovedDrug
3+ years 3+ years 6+ years 1.5+ years
Number ofcompounds
Phase 4
New marketsExtensions
Sales / Product Lifecycle
Policies and Processes
• Policies are driven by corporate • Business processes are implementedby corporate and by business units
• Driven by corporate
• Making the business case
• Budgeting resources
• Mix of corporate and business units
• Deploying the resources
Strategy and Resources
Brand / Therapeutic Area Monitoring • Competitor monitoring
• Identifying influencers
• Determining the platforms
• Researching outcomes
• Developing the approach
• Engaging the conversation• Understanding physician
discussions• Identifying negative or false
information• Managing community of
participants and influencers• Measures and metrics• Identifying brand / product
extensions
Community Management
Metrics and Measurement
APartial
Roadmap
• Traditional R&D
Social MediaFrom Lab Throughout Lifecycle
Alex de Carvalho @alexdc