WELCOMEWELCOME

Thank You for coming!

Social Media in Social Media in the the

Pharmaceutical Pharmaceutical IndustryIndustry

“e-Marketing”“e-Marketing”Presented Presented

by:by:Dominic Dominic KennedyKennedy

Rina NismanRina NismanSunny ShahSunny Shah

Thank You

• Dr. Stephanie ZarusDr. Stephanie Zarus• Dr. Melanie Oates• Professor William Ashton• Mrs. Terri Crenshaw• Mayes College of Healthcare Business

& Policy• Networking Coordinators:

– John Costa– Charlie Fritsch– Brittany Parsons

Dominic Kennedy

• Norwood, PA• PM&M ’09• Vice-President of PM&M Student

Club• Interned with Acro Pharmaceuticals• Future Inspirations:

– To become a manager or leader at a pharmaceutical or healthcare company

– Obtain MBA in the near future

Rina Nisman

• Staten Island, NY• PM&M ’10• Interned with:

– Ardis Health, Inc.– SDI Health

• Future Inspirations:– To obtain a position in a healthcare

advertising agency upon graduation– Pursue for an MBA degree in the future

Sunny Shah

• Telford, PA• PM&M ’09• President of PM&M Student Club• Interned with:

– IMS Health– Hospira, Inc.

• Future Inspirations:– Working at Roger Green & Associates after

graduation– Obtain MBA in the near future

Pharma eMarketing in 2008• http://www.youtube.com/watch?

v=YeS6MsOjtQ8&feature=related

Objectives

• Social Media/E-Marketing• Benefits• Negatives• DTC/Sales Reps• Mobile Marketing• Viral Marketing Elements• E-Campaigns• Future of E-Marketing• Conclusion

What are Social Media?

• Wikipedia:– Information content created by people

using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks

History

• 1997 – Six Degrees– First to combine all features– Ended in 2000

• 2002 – Friendster– Compete against Match.com

• 2003 – MySpace– Tom Anderson

• 2004 – Facebook– Harvard only

http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html

Social Media

• Highly competitive• Constantly changing• Most innovative ones

stay alive• Facebook

– “What’s on your mind?”

Examples of Social Media

• Facebook– www.facebook.com

• Blog– http://fabzfit.blogspot.com/

• Twitter– http://twitter.com/

What is e-Marketing?

• Wikipedia:– The marketing of products or services

over the Internet

• Other names:– Internet Marketing– Web Marketing– Online Marketing

http://en.wikipedia.org/wiki/Online_marketing

The Shift

• FROMPush Broadcasts

Monologue

Individual Consumption

Sales & Marketing Pitch

Attracting Publicity

• TOPull Content

Dialogue

Group Participation

Authenticity/Transparency

Pursuing Interaction

Benefits of e-Marketing

• Global Reach– Internet can reach all over

• Lower Cost– Traditional marketing

• Trackable, measurable results– Customer responses

• 24-hour Marketing– Find information at any time

http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1075384999

Benefits of e-Marketing

• Personalization– Log-in and greet

• One-to-One Marketing– Combine with personalization

• More Interesting Campaigns– Music, graphics, videos

• Better Conversion Rate– Few clicks away

http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1075384999

Why Pharma Fears e-Marketing• New adverse events submitted by

patients– Law requires AE to be reported to FDA

• Top-down organization– “Control” the stories published

• Many executives are not Internet-savvy– Regulatory and Legal

• Difference between OTC/CPG and Rx• No/Little control over regulated product

http://www.brandweek.com/bw/content_display/current-issue/e3ie08aadb553c2ade9caea50c91352c7aahttp://group8020.com/blog/pharma-should-scared-1988/http://pharmamkting.blogspot.com/2009/01/real-reason-why-pharma-hates-social.html

DTC

• ROI is roughly $2 for every $1– Hasn’t improved in the past 4 years

• DTC Spending:– 2006 = $5.4 billion– 2009 (projected) = $4.2 billion

• Facing intense scrutiny– Different motivators– Different approaches

Robert Palmer, Sudler & Hennessey Digital, 02/09; IMS Health; MediaPost

10085

5745

208

0

20

40

60

80

100

120

Level of Success

Num

ber o

f Sal

es R

eps p

er

Phys

icia

n

15 depart before reaching receptionist

28 drop off samples with the receptionist

12 speak to the physician (not remembered)

37 drop samples in samples closet

8 speak to physician (remembered)

http://www.mckinseyquarterly.com/Making_more_of_pharmas_sales_force_1219

Sales Reps

• Decline in number of sales rep is accelerating

• Calls per rep are declining– 11% in 2007

• Salaries have increased– 7.1% in 2007

• Cost per call– $170-$255

Robert Palmer, Sudler & Hennessey Digital, 02/09; Pharma Marketing News

Connecting with the Physician

OnlineOnline

DetailDetailSales RepSales Rep

DetailDetail

Relevant &Useful

69% 78%

Accurate &Balanced

44% 30%

InfluencesPrescribing

33% 33%

Robert Palmer, Sudler & Hennessey Digital, 02/09; IMS Health

E-Marketing in Pharma

• PhRMA guidelines do not apply to ads on the Internet or mobile phones

• 60% of physicians are using or interested in using online social networks– Sermo / Medscape Physician Connect

• Online physicians prescribe 24 more scripts

• Chat Forums + Bulletin Boards = Viral

http://pharmexec.findpharma.com/pharmexec/Marketing/Social-Network-Use-Spikes-Among-Docs/ArticleStandard/Article/detail/576755?contextCategoryId=39717

http://venturebeat.com/wp-content/uploads/2007/09/sermo-screenshot.gif

Internet Users

• 1 billion people use the Internet daily Internet Usage Around the World

Asia41%

Europe28%

North America18%

ROW13%

Asia

Europe

North America

ROW

http://pharmexec.findpharma.com/pharmexec/Marketing/Social-Network-Use-Spikes-Among-Docs/ArticleStandard/Article/detail/576755?contextCategoryId=39717

Videos

• 80% internet users– 60% are not YouTube

• 12.7 billion videos watched in November 2008

• Health video is strong and growing– 27% of adults watch– 53% are interested

• Advertising Revenues:– First half of 2007 = $100 million– First half of 2008 = $345 million– 245% increase!Raj Amin, CEO HealthiNation, 02/09

eMarketer, Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers, 10/08

Mobile Marketing

• Over 271 million mobile phone users• 2.5 billion text messages sent per day• 89% of major brands will market via

mobile by end of 2009• Reminding patients• Informing patients• Marketing tactics

– Coupons, promotions

Chris Field, 3C Interactive, 02/09

Questions/Comments

Elements of aElements of aViral Marketing Viral Marketing

StrategyStrategyDeveloped by: Dr. Ralph F.

WilsonFebruary 1, 2005 4 years

ago

http://www.wilsonweb.com/wmt5/viral-principles.htm

1 – Give-Aways1 – Give-Aways

• Give away valuable product or services

• “Free” is a powerful word• Attract attention• Profit won’t be soon• Free attracts eyeballs• Eyeballs = revenue, sales

opportunities, emails

2 – Ease of Transfer2 – Ease of Transfer

• Provides for effortless transfer to others

• Medium must be easy to transfer and replicate– E-mail, website, graphics,

videos• Internet is great

– Instant communication, easy, effective

• Simplify your message• Short is better

3 – Scales Easily3 – Scales Easily

• Scales easily from small to large

• Spread like wildfire• Must build

scalability to your viral model

4 – Common Behaviors4 – Common Behaviors

• Exploits common behaviors and motivations

• Learn what drives people– Be cool, greed,

popular, love, etc.

• Know for target audience

• Market research

5 – Communication 5 – Communication NetworksNetworks• Utilize existing

communication networks• Most people are social

– Close network has 8-12 people

– Broader network may have hundreds or thousands of people

• E-mail, YouTube, Blogs, Facebook, LinkedIn, MySpace

6 – Others’ Resources6 – Others’ Resources

• Take advantage of others’ resources

• Affiliate programs• News release• Have someone else’s webpage or

newsprint show your message

Questions/Comments

Viral Campaign 1

• Novartis Excedrin “Express Gels”– October 15 – December 18– Goal: Introduce new brand to market– 250+ video submissions (over goal)– 165k+ YouTube Contest Pageviews– #1 Traffic driver to Excedrin.com

• YouTube:– http://www.youtube.com/excedrinexpressgels– http://www.youtube.com/watch?

v=3hy1kCHVoqM

Viral Campaign 2

• Reality Lasik Ignite Health– Client: AMO – IntraLase– May 2007 – April 2008– Conducted market research– Kristin Cavallari (Laguna Beach)– 9 webisodes– Utilized “MySpace” & “Facebook”

• http://www.realitylasik.com/

Viral Campaign 3

• Siemens Healthcare USA• WinanMRI.com Magnetom

Essenza– 101 video submissions– Over 2.68 million viewings– Over 1.4 million votes– 2 winning hospitals– Continued contact with other hospitals

that submitted videos

Video Marketing

• HealthiNation– www.healthination.com/girl-talk

• AZ: “My Asthma Story”– http://www.youtube.com/user/

myasthmastory

• Sanofi-Aventis: “Go Insulin”– http://www.youtube.com/user/goinsulin

Social Media

• Health Central – Breast Cancer– http://www.healthcentral.com/breast-

cancer/

• J&J Corporate Blog– http://www.jnjbtw.com/

• Novartis – ADHD Moms– http://www.facebook.com/s.php?

q=novartis&sid=66d5eb9d221849faf066d851fedc4289&init=q&sf=t#/ADHDMoms?sid=6607435d9f8346518322cb2c15c9bdcd&ref=s

Interactive Websites

• Mirapex RLS Challenge– http://www.mirapex.com/– http://www.rlsrest.com/

Future

• Pharma needs to catch up– Social Media sites (Facebook, blogs,

etc.)– YouTube health channels

• Search• Video advertising and streaming• Closed loop marketing

– Don’t leave customer communication gap open close the loop!

• Limited spending on other channelshttp://social.eyeforpharma.com/story/future-pharma-e-marketing

Future

• Start a blog, but update it!– GSK alliConnect Blog no post since

9/3/08– Centocor CNT0411 no post since

10/8/08

• Develop Pharma eMarketing Guidelines

• Monitoring controls for blogs

http://pharmamkting.blogspot.com/2009/01/new-years-resolutions-for-pharma.html

Growth

• Segmentation– Accurately define target audience

• Integration• Building customer communities

– Chat rooms and blogs– Monitor– Provide accurate and reliable

information

This Just In…

• FDA Demands Pharma Stops ‘Misleading’ Ads on Google, Yahoo– Advertising Age– Published: April 6, 2009

Conclusion

• E-Marketing is the future!• Social Media is being used by Pharma

– Blogs, Facebook, Twitter, etc.

• Viral campaigns are growing• Pull strategy (not push)• Consumers are becoming more aware

– Generate dialogue

Thank You!

Works Cited• http://www.apollomediablog.com/a-brief-history-of-social-media-

part-1/• http://www.brandweek.com/bw/content_display/current-issue/

e3ie08aadb553c2ade9caea50c91352c7aa• http://pharmexec.findpharma.com/pharmexec/Marketing/Social-

Network-Use-Spikes-Among-Docs/ArticleStandard/Article/detail/576755?contextCategoryId=39717

• http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1075384999

• http://www.allbusiness.com/marketing-advertising/marketing-advertising/10602714-1.html

• http://www.businessweek.com/bwdaily/dnflash/content/feb2008/db20080219_908252.htm

• http://pharmexec.findpharma.com/pharmexec/Web+Exclusives/The-Future-of-Media-and-Social-Influence-Marketing/ArticleStandard/Article/detail/579955?contextCategoryId=47505

• http://social.eyeforpharma.com/story/future-pharma-e-marketing• http://www.iirusa.com/epharmasummit/welcome-to-epharma.xml

Works Cited – Pictures• http://thetractorcab.files.wordpress.com/2008/08/smiley-face.jpg• http://www.eternalforest.org/images/Buttons/Objectives_ready.gif• http://static.digitaltrends.com/images/features/history-of-social-networking/sixdegrees%20logo.jpg• http://blog.wired.com/business/images/2008/05/09/friendster_logo.jpg• http://www.aljasoft.com/aljasoft/e-marketing_pick.gif• http://www.mediabistro.com/agencyspy/original/Social%20Media%20Marketing.jpg• http://magnuscfa.org/images/objectives.gif• http://www.24toronto.com/24.jpg/24-full;blend:stars2,33.jpg• http://www.stsc.com.hk/wkc/chorus/music_symbol2.gif• http://splinedoctors.com/blog/wp-content/uploads/2008/07/video_icon2.jpg• http://www.biojobblog.com/uploads/image/dtc(1).jpg• http://tumyeto.com/images/uploaded/sales_rep_duh_opt.jpg• http://blog.newsok.com/hiccups/files/2008/07/cellphone.gif• http://www.masternewmedia.org/images/video-formats_id371298_size480.jpg• http://www.timboucher.com/journal/wp-content/uploads/2007/03/viral-marketing.gif• http://api.ning.com/files/

Z2AsseLKljHmX4e1Kx9jpNC4DqXbvLEaZtyKV*AAdubyinLcywMoz3daRyRE5ucVlsrgzSBRQG6GXfhWbvMIVcJanyyqyI3C/freestuff.jpg

• http://portals.dmst.aueb.gr/dm/images/Internet_Marketing.jpg• http://www.tmac.ca/images/misc/blowhorn.jpg• http://www.mediabistro.com/fishbowlLA/original/71014_MoneyHappiness_vl-vertical.jpg• http://onlinesaleschannels.files.wordpress.com/2007/12/facebook.jpg• http://www.oweb.com/images/mainpicture.jpg• http://thestartingfive.files.wordpress.com/2008/01/question.jpg• http://www.ezdiyelectricity.com/images/icons/question-mark4a.jpg

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