Roche Social Media PrinciplesiStrategy conference London, October 5, 2010iStrategy conference London, October 5, 2010

Sabine Kostevc

Head of Corporate Internet & Social Media

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Roche

One of the world’s leading healthcare companies

• Founded 1896 in Basel, Switzerland

• Founding families still hold majority stake

• 81.500 employees in 150 countries

• Sales 2009: 49.1 billion Swiss Francs• Sales 2009: 49.1 billion Swiss Francs

• # 3 in pharmaceuticals

Leader in cancer medicines

• # 1 in in vitro diagnostics

• World leader in biotech

www.roche.com

Social Media

Where corporates are struggling

Strategy:

Why and how to engage in social media ?

Engagement:Engagement:

Who is going to manage it and are they ready?

Leadership, Legal, IT…: don’t see the value over the risks

Resources:

It’s “free” but still needs investment:

Monitoring, evaluating, responding are time consuming

Social Media

Where corporates are struggling

Special challenges for pharmaceutical companies:

Not allowed to directly communicate to patients for most

products “ask your doctor or pharmacist…”

Different rules for different countries – within EU and

worldwide, e.g.:worldwide, e.g.:

Information that would be legitimate in the US may be

forbidden in the UK or other countries

Which country rules apply for a tweet or a comment on

Facebook?

>> Difficult to enter in 2-way dialogue with patients

No “one size fits all” model

Approach will be different based on goal

• Brand building

• Reputation management

• Employee attraction & engagement

• Customer support • Customer support

• Product development

• Generating orders

• Education

• Crisis communication

• …

Roche

Social Media Footprint

Some examples:

• Blog on Breast cancer (sponsored by Roche)

• Communities around Diabetes

„ Accu-Chek Diabetes Link“ and Blogger Summit„ Accu-Chek Diabetes Link“ and Blogger Summit

• Activities on Facebook + Youtube by HR teams

• Employees‘ networks

• Corporate Twitter channel

„Roche is one of top 10 pharma companies in Social Media“

JD Lasica, Socialmedia.biz

Roche Social Media Principles

Public and online

www.roche.com/socialmedia

Roche Social Media Principles

Excerpt (full text on www.roche.com/socialmedia)

• 7 Rules for PERSONAL online activities

Speaking “about” Roche

• Be conscious about mixing your personal

and business lives.

• You are responsible for your actions.

• Follow the Roche Code of Conduct

• 7 Rules for PROFESSIONAL online

activities Speaking “on behalf of Roche”

• Follow the Roche Code of Conduct and

Communications Policy.

• Follow approval processes for publications

and communication • Follow the Roche Code of Conduct

• Mind the global audience

• Be careful if talking about Roche. Only

share public available information.

• Be transparent about your affiliation with

Roche and that opinions raised are your

own

• Be a “scout” for sentiment swings and

critical issues.

and communication

• Mind Copyrights and give credits to the

owners

• Use special care if talking about Roche

products or financial data.

• Identify yourself as a representative of Roche

• Monitor your relevant social media channels

• Know and follow our Record Management

Practices

Social Media Advisory Board

How do we work?

Advisor

y Board

Core

Team

Culture Change

& Education

Sabine Kostevc

Head of Internet and Social Media, Roche

http://twitter.com/roche_com

Thank you

http://twitter.com/roche_com

http://twitter.com/skoko

We Innovate Healthcare