The document discusses the use of social media in the pharmaceutical industry. It describes how the Spanish Generic Medicines Association (AESEG) has reinvented its communications strategy by embracing social media platforms like Twitter, blogs, and Pinterest. It provides statistics on AESEG's growth across these channels and analyzes the reach of hashtags for events. The presentation emphasizes that strategy is key and social media must be integrated with traditional communications.

1. Reinventing the media: a new landscape for communications in pharma
Reinventing the media:
a new landscape for communications in pharma
Doris Casares / @DorisCasares
Communications and Public Affairs Director
Spanish Generic Medicines Association (AESEG)
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

2. Reinventing the media: a new landscape for communications in pharma
Zeitgeist 2011: Year In Review
http://youtu.be/SAIEamakLoY
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

3. Reinventing the media: a new landscape for communications in pharma
10 levels of intimacy in today’s communication
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

4. Reinventing the media: a new landscape for communications in pharma
¿From 1.0 to 2.0 PR?
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

5. Reinventing the media: a new landscape for communications in pharma
Why Pharma does not use the SM?
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

6. Reinventing the media: a new landscape for communications in pharma
Fear to Unknown
“How am I going to start something that might disappear soon?”
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

7. Reinventing the media: a new landscape for communications in pharma
Fear to Change
“Why changing something that is working ok?”
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

8. Reinventing the media: a new landscape for communications in pharma
Fear to Fail
“What if someone says something bad of me?”
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

9. Reinventing the media: a new landscape for communications in pharma
Fear to personal management
“Social Media platforms are thieves of my time”
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

10. Reinventing the media: a new landscape for communications in pharma
A conservative and high regulated landscape
With a special legal and ethic frame…
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

11. Reinventing the media: a new landscape for communications in pharma
Are we in the Social Media?
… but NO anyhow or anyway!
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

12. Reinventing the media: a new landscape for communications in pharma
Strategy is the key
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

13. Reinventing the media: a new landscape for communications in pharma
What are the principles of SM?

Content

Community

Conversation

Constancy

Measure
SHARE & LISTEN
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

14. Reinventing the media: a new landscape for communications in pharma
AESEG 2.0 Communications 2011-2012
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

15. Reinventing the media: a new landscape for communications in pharma
AESEG Communications 2.0 landscape
. Main reference in the pharmaceutical Spanish and EU market for generics
. Main influencers in the Health blogsphere in Spain
. Frequency and rythm of publications (2-3 times a week)
. New formats (video, podcasts, interviews, etc)
. Listening and sharing with our community
Communication Channels @aeseg_genericos y @engenerico
. Facebook profile linked to @engenerico
. Linkedin groups and foros in Spain and EU
. Involving our associates within AESEGs comunicactions 2.0.
. Training workshops for pharmaceutical companies and stakeholders
. Public Affairs net of influencers
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

16. Reinventing the media: a new landscape for communications in pharma
Web site: de 1.0 a 2.0
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

17. Reinventing the media: a new landscape for communications in pharma
43
What is a Blog?
Website + Log
Daily news
Rout sheet
Experiences
Sharing perceptions
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

18. Reinventing the media: a new landscape for communications in pharma
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

19. Reinventing the media: a new landscape for communications in pharma
57
Why Social Media and web 2.0?
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

20. Reinventing the media: a new landscape for communications in pharma
56
Blog: main key in our online strategy
www.engenerico.com
In less than 9 months:
-
More than 6000 unique users
-
More than 14.000 page views.
-
More than 70% new visitors
-
More than 25% users repeat the experience
* From September 2011 to June 2012
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

21. Reinventing the media: a new landscape for communications in pharma
58
Twitter as a Communications Channel
@aeseg_genericos
(julio 2012)
2347 seguidores
1399 siguiendo
3359 tweets
@engenerico
(julio 2012)
913 seguidores
1492 siguiendo
2494 tweets
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

22. Reinventing the media: a new landscape for communications in pharma
59
Our followers @aeseg_genericos
MMCC Administración Agentes Sector
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

23. Reinventing the media: a new landscape for communications in pharma
60
Our followers @engenerico
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

24. Reinventing the media: a new landscape for communications in pharma
Klout: The Standard for Influence
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

25. Reinventing the media: a new landscape for communications in pharma
Pinterest: pinning our images and videos
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

26. Reinventing the media: a new landscape for communications in pharma
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

27. Reinventing the media: a new landscape for communications in pharma
Web site: de 1.0 a 2.0
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

28. Reinventing the media: a new landscape for communications in pharma
43
Why Social Media and web 2.0?
Communications
Social media is having a great effect on the way people communicate, and organizations need to find a way to
monitor and measure digital interaction to ensure increased understanding and communication effectiveness
Influencers
We need to evaluate influence: which sites do people pay attention to and who is behind them?
Relationships count
It’s who you know, not what you know: this formula for business successs is amusingly exaggerated, but even
so, as with classic media relations, relationships count
Going forward
Early flags of risk sometimes show in social media before they hit in the mainstream (ie. Egypt, Libia,
earthquaque in Japan)
Monitoring
Through effective evaluation of what is happening online, organizations will learn when and how to interact
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

29. Reinventing the media: a new landscape for communications in pharma
Hashtag reach #genéricosUE – Madrid, May 30th 2012
#genéricosUE gets nearly 600 mentions during the day. Two major peaks
observed in the mid morning and mid afternoon.
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

30. Reinventing the media: a new landscape for communications in pharma
Hashtag reach #genéricosUE - May 30 2012
Total tweets and prints
the hashtag # genéricosue obtained nearly 500 tweets and more than 700.000
impressions (duplicates have been removed, irrelevant, no-links and spam). the scope
reached nearly 80,000 Twitter users.
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

31. Reinventing the media: a new landscape for communications in pharma
Hashtag reach #genéricosUE - May 30 2012
Tweets and users rate
Like the first slide, two peaks are observed corresponding to
mid morning and mid afternoon (CCAA and Social Media Pharma issues)
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

32. Reinventing the media: a new landscape for communications in pharma
Hashtag reach #genéricosUE - May 30 2012
Most used keywords during event
As can be seen in the image, the label used was the most proposed hashtag
of
the day
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

33. Reinventing the media: a new landscape for communications in pharma
61
Most popular tweets @aeseg_genericos
La #PPA no es un invento español. En Andalucía hay cifras de PPA del
90% y no hay ni + problemas de seguridad, ni + problemas de
adherencia
3 razones para usar #genericos http://ow.ly/7kZ05 #GenericoSolidario
#GenericoSostenible #GenericoEficaz
Estamos en la era de los #genéricos y de los #medicamentos
sin patente @PmOlmos http://t.co/Rrx15I5W via
@engenerico
"Genérico: valor actual y de futuro” Tribuna de Á. L.
Rodríguez., Director General de AESEG en @cfarmaceutico
http://www.correofarmaceutico.com/2011/10/10/opinion-participacion/generico-val
El #medicamento genérico contribuye a la #sostenibilidad
SNS y es 1 excelente herramienta de #ahorro
«Un elevado porcentaje de #genéricos se fabrican en
España» http://t.co/S8qYqZ00 vía @lavozdegalicia
Los médicos lamentan que no se recetara antes por principio
activo - ABC.es http://t.co/a8ocQbsJ via @abc_es #generico
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

34. Reinventing the media: a new landscape for communications in pharma
62
Most popular tweets @engenerico
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

35. Reinventing the media: a new landscape for communications in pharma
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

36. Reinventing the media: a new landscape for communications in pharma
Mírame, Diferenciate
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

37. Reinventing the media: a new landscape for communications in pharma
To end up…
What came first: the Social Media revolution or the change of habits in our
society?
Am I integrating strategically my offline communications with my online
communications? Since when?
What’s my main purpose with the Social Media and have I defined my
target publics?
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos

38. Reinventing the media: a new landscape for communications in pharma
Doris Casares, Directora de Comunicación y Relaciones Externas AESEG
Twitter: @DorisCasares
Email: dcasares@aeseg.es
LinkedIn: http://www.linkedin.com/in/doriscasares
Blog: www.engenerico.com
Social Media in the Pharmaceutical Industry - 9-10 July 2012 @DorisCasares / @AESEG_genericos