Post on 07-May-2015
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Crisis Management and Social MediaBy Uri Goren
Digital Pharma Europe
Berlin 2012
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Prime Minister Benjamin Netanyahu
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A Picture Taken When Gilad Shalit Retured
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Key Takeaways
• You never know what can turn in to a crisis• Sometimes: “If you can’t beat them join them”• Humor and self humor is an important tool in Social Media
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Neopharm Key Facts• Established 1941 – 70 years of experience
• Neopharm brings branded Rx products ,branded Consumer Healthcare products, food supplements, OTC, Dermo-cosmetics, Medical and Life science equipment to the Israeli market
• Our values are: leadership, humaneness, professionalism and Innovation
• Ranked #55 in D&B’s Largest Israeli Enterprises 2010
• 530 employees
• 2nd largest marketing group in the Israeli health care market with +$300M revenues
• Israel’s marketing and sales powerhouse for branded OTC\CH products
• Israel’s largest marketer of branded Rx products
Neopharm Group – Key Activities
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NeopharmIsrael: Marketing and sales of CH, OTC, dermo-cosmetics, and prescription products
Promedico: Wholesaling and logistics of pharmaceuticals, healthcare and medical products
Chairman: David Fuhrer
GenMedix: Marketing and sales of generic and named-patient base products
Eldan:Marketing & sales of medical equipment, instrumentation and services
LDD:environmental consultancy and remediation services company
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Pharma’s Challenge in Social Media
Social Media Pharma
• Fast moving• Transparent• Uncontrolled• Real time• 140 characters or less• Two-way
• Slow moving• Not as Open• Highly regulated• Conservative• Primum Non Nocere• Research and
Evidence• Hierarchy
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Pharma Marketers and Marketing
• Scientifically driven• Physicians are the main target• Highly Regulated• Prone to Face2Face marketing• Mostly Below the line marketing • Not as versed in digital marketing
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Crisis Management in The Age of Social Media, Has Anything Changed?
Social Media Crisis – A Definition
“A social media crisis is an issue that arises in or is amplified by social media, and results in negative mainstream media coverage, a change in business process, or financial loss”.
Jeremiah Owyang, Altimeter group
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Consumers Have Become Media
• 25% of search results for the World’s Top 20 largest brands are links to user-generated content
• 34% of bloggers post opinions about products & brands
Do you like what they are saying about your brand? You’d better.
• 90% of consumers trust peer recommendations
• Only 14% trust advertisements
http://www.socialnomics.net
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Consumers Have Become Media
“More than one-quarter of US consumers (26%) say they are more likely to tell family, friends, and co-workers about a bad experience with a product or service than a good one”
According to LoyaltyOne's COLLOQUY report. March 2011
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Almost No Control on Brand Messaging
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Almost No Control on Brand Messaging
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Times Have Changed
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No Secrets
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Social Media: A Driver of Traditional Media
“Technology is shifting the
power away from
editors, publishers, the establishment,
the media elite. Now it’s the people
who are in control.”
Rupert Murdoch
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Tools Of The Trade
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Tool #1 – Always Listening In
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Tool #2 – Boosting Your Immune System
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Tool #3 – Immediate Response
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Crisis Standard Operating Procedure
• Have your Crisis SOP in line with social media readiness• Have your teams ready – every one knows his/her job• Educate on social media
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Tool #4 : Honesty, Transparency, Empathy
• Treat the cause first not the effect• Own up to your error• Talk in a simple and clear message• Do not censor legitimate criticism • Move quickly to be in touch directly with the relevant
stakeholder • Be Smart – Compensate
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Tool #5: Do Not Neglect Your Digital Assets
• Your website should be an updating tool• Respond where the crisis happens
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Tool #6: Employee Education
• Social media policy• Social media training across the organization• Do not block your employees• Risk analysis
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Social Media Crises A Driver Of Positive Change
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Thank You!