Social media applications across drug life cycle - EmPower Research at ExL 3rd Annual Digital Pharma...

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Social Media Applications Across the Drug Life Cycle

Monday, March 28, 2011 Listen. Learn. EmPower

www.empowerresearch.com

Debjani DebManaging Partner

ExL 3rd Annual Digital Pharma Europe, Ingelheim


Agenda for Today

1

The growing presence of Stakeholders in

Social Media

The growing presence of Stakeholders in

Social Media

2

Possible applications across the drug life

cycle that goes beyond pure marketing

Possible applications across the drug life

cycle that goes beyond pure marketing3Conclusion and Discussions Conclusion and Discussions


63%

of online adults search for health information

look up a specific disease or problem

66%

Seek Alternative treatments

35%

Search for “someone like me” experience

60%

6 out of 10

Doctors are onlineof Pharma companies use social media

66%

50%

of online Physicians refer to Wikipedia

21%

of physicians use Social Media to connect to KOLs

Health Care Stakeholders Have a Significant Presence In Social Media Today


Regulatory Bodies

Learn

Collaborate

Listen

Analyze

EngageMarket

Social Media Application in Pharma Spans Many Stakeholders and Many Possible Uses Across the Listen to Learn Spectrum

PR & Communications

Brand Owners & Marketing


Inspite of Murky Guidelines Pharma is Proceeding on Presence Marketing

Pfizer UK has a new online campaign that takes aim at men's reluctance to

discuss sexual health

Novartis has launched an information site in UK for healthcare professional

and patients

The Linkup VTE portal is aimed at clinical

pharmacists looking to help their Trust meet new targets for VTE prevention

Source: Dominic Tyer - www.inpharm.com/news/


Besides Marketing We See Social Media Applications Across the Drug Lifecycle Largely in the Area of Learning

Pre Launch

Drug Launch

Drug Maturity


Social Media Application at the Pre-launch Phase

2

Patient recruitment

1

Idea generation


A Case in Point for Consideration: Idea Generation/Opportunity Assessment

Brand X used Social Media to understand ALS

associations.

This led to the understanding of lithium as a

potential promising

treatment for ALS

Association 1Association 1

Lithium





Lou Gehrig's disease

Blood

Cancer

DiseaseSclerosis

N-methyl d-aspartate

glutamate transporters.

Lithium

Neuro-protective

effects

fatigue

Rilutek

motor neuron disease

Lithium

voluntary muscle

movementSclerosis

Riluzole

myopathy


A Case in Point for Consideration: Patient Recruitment

MediciGlobal recently utilized

Facebook to reach potential subjects and their mothers

for an upcoming clinical trial.

It was able to exceed

recruitment expectations in just six months

Possible Recruitment Channels

Over 50,000

registered

patients on the

site

Over 50,000

registered

patients on the

site

Over 500 million

users across all

age groups

Over 500 million

users across all

age groups

65 million tweets

a day and over

800,000 search

queries per day

65 million tweets

a day and over

800,000 search

queries per day


Social Media Application at the Drug Launch Phase

1Stakeholder Insights

2KOL Identification

3Launch Tracking

4E-Media Strategy

Insights on

stakeholder

needs and

expectations

Insights on

stakeholder

needs and

expectations

Who are the

online opinion

leaders

Who are the

online opinion

leaders

What was the

launch impact on

stakeholders

What was the

launch impact on

stakeholders

Engage with

stakeholders and

track message

pull through

Engage with

stakeholders and

track message

pull through

5Crisis Management

Managing

emerging crisis

and evolving

negativity

Managing

emerging crisis

and evolving

negativity


A Case in Point for Consideration: Stakeholder Insights

Most Physicians consider Tysabri very efficacious.

However, social media research revealed that

patients want to switch to more

economical alternatives SwitchersSwitchers

LoyalistsLoyalists

ProspectsProspects

What Patients Felt

0

10

20

30

40

50

60

70

Theme 5 Theme 4 Theme 3 Theme 2 Efficacy0

10

20

30

40

50

60

70

Price Theme 2 Theme 3 Theme 4 Theme 5

What Physicians Said


A Case in Point for Consideration: KOL Tracking

Dr. Steven Nissen’s

findings on potential safety issues related to Avandia rippled through social

media channels leading to rapid

decline in stakeholder confidence

Blogs

OtherKOLs

InfluencerSite

Mass Social Media

(Facebook, You Tube, LinkedIn…)

Blogs

BlogsIndependentCommunities

Regulators

Advocacy Groups

Local User

Groups

DiscussionGroups

Community Portal


A Case in Point for Consideration: Launch Tracking

Pre-launch DrugPre-launch Drug

Drug X at

Launch

Drug X at

Launch

The launch of Drug X, the first

drug in its category, lost

its sheen owing to negative

chatter on its price.

This garnered salience for

competitor that was still in

pipeline

Aw

aren

ess

SentimentsLo

Hi

-Ve +Ve


A Case in Point for Consideration: e-Media Strategy

A major drug for allergic asthma

used social media to

understand search patterns.

This helped them develop the optimal messaging

strategy for e-Media campaign

Asthma attack

Breathing problems

asthma symptoms treatment

asthma diabetes Asthma

Allergic Asthma

Severe Allergic Asthma

Bronchitis symptoms

Shortness of breath

allergy asthma

associates

allergy asthma center

Skin asthma

Cat asthma

allergy asthma associates

COPD repeated attacks

Difficult breathing

ventolin

high IgE


A Case in Point for Consideration: Crisis Management

0

200

400

600

800

1000

1200

1400

Traditional Media Social Media

Drug Recall Reach

Online stakeholders

reacted sharply by blaming suppliers

for recall of a major drug for

anemia.

This could be key input for the drug communication

strategy.

Key Channels

0

10

20

30

40

50

60

70

Twitter Others

Negative Tonality

for Supplier

Negative Tonality

for Supplier Negative Tonality

for Pharma Co.

Negative Tonality

for Pharma Co.

Negative Tonality

for Both

Negative Tonality

for Both


Social Media Application at the Drug Maturity Stage

2

Off Label Applications of Drugs

1

Patient Adherence Tracking

What is driving non

adherence to medication

schedule?

What is driving non

adherence to medication

schedule?

Are there any common

off label usage of drug

brands?

Are there any common

off label usage of drug

brands?

3Sales Correlation to Key Performance Indicators

Can I take my social

media KPIs and

correlated those to

sales?

Can I take my social

media KPIs and

correlated those to

sales?


A Case in Point for Consideration: Patient Adherence

While Afinitor’s prescribed

dosage is 10mg, Social media

research reveals that many

patients prefer 5mg dosage

owing to perceived better

efficacy and lower side

effects

Personal Factors

Emotional stateHealth beliefsSocio Economic

Factors

Emotional stateHealth beliefsSocio Economic

Factors

Interaction with System

Relationship with providers Insurance coverageSatisfaction with care

Relationship with providers Insurance coverageSatisfaction with care

Side effectsCosts Immediate benefits

Side effectsCosts Immediate benefits

Treatment Factors


A Case in Point for Consideration: KPI Analysis

A Pharma Major uses Social

Media to track drug brand

performance metrics on an ongoing basis.

This allows them to

measure impact of their

marketing initiatives

Sales

IMS DataIMS DataIMS Data (Lag)IMS Data (Lag)

Awareness

Perception Sentiment

Medical&

Promo Data

Consideration

Social Media Data (Lead)

Social Media Data (Lead)

Recap of Social Media Application Areas By Drug Life Cycle

Clinical Trial Phase

– Crowd sourcing/idea generation– Identify Forums and channels for

recruitment

– Patient Adherence Tracking– Off Label Applications of

Drugs– Key Performance Indicators

Drug Launch Phase

– Stakeholder Insights– KOL Identification– Launch Tracking & Alerts– E-Media Strategy– Crisis Management

Drug Maturity Phase


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Disclaimer: The data presented in this presentation is collected from publically available resources. EmPower Research doesn’t take any responsibility on the authenticity of the data disclosed in this presentation and outcomes of decisions taken based on such data by the recipient of this presentation.

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Social media applications across drug life cycle - EmPower Research at ExL 3rd Annual Digital Pharma...

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