Is Aussie Pharma ready? Can it shift from antisocial laggard to social darling? Presentation by Philip Owens of PG Owens and Associates during iStrategy Sydney 2010.

1. Philip Owens

2. Social Media in Pharma
o Are pharma companies wanting, capable of
and allowed to have real, authentic and
valuable conversations with their consumers
(and customers?)
o Can they overcome the inherent environmental
barriers?
o Can they manage the internal barriers?
o Do companies really want to be social?

3. Pharma Company
Consumer
Channels

4. Pharma Company
Consumer
Physician

5. Pharma Company
Consumer
Physician
Stakeholder
Milieu
Payer
Regulator
Influencer
Governor
Supplier

6. Pharma Company
Consumer
Stakeholder
Milieu
Constraints
and codes
Legal
Medical
Regulatory

7. Pharma Company
Consumer
Stakeholder
Milieu
Constraints
and codes
Cultural divide
Authority
Risk averse
IP and data
Regulated
Control Crowd
Risk taking
Emotion
Open
Uncontrolled
Fast

8. Pharma Company
Consumer
Stakeholder
Milieu
Constraints
and codes
Cultural divide
Arousal
Over Arousal
Under Arousal

9. External Challenges to true ‘Social
Media’ in Pharma
o Stakeholder Milieu
o Communication constraints and codes of
conduct
o Cultural divide between Pharma and Consumer
/ Customer
o Arousal state of stakeholder

10. Internal Barriers
o Predefined processes not including social
media concepts
o Established habits and relationships
o Buzz words and ‘politics’
o ‘Rational’ decision making
o How can you ‘prove’ ROI when you haven’t done it
yet?
o Need for investment, headcount
o Gen Boomer versus Gen Next

11. Opportunities
o Consistency and authenticity in all communications
(becoming truly social)
o Stakeholder and influencer mapping and
management
o Exquisite target understanding and message
matching
o Creating message ‘stars’
o Channel Selection
o What can you STOP doing? What can you start?
o Experiment / Invest
o ROI can only ever be calculated after
o Quick win: Inbound
o You can’t have a conversation until you really hear
them.

12. For more information or to provide feedback:
owens-assoc@hotmail.com (+61) 0418 126 652

14. Message Stars ©
Scientific
EconomicPolitical
Emotional Relational
Core Message

15. Arousal Theory©
Over Arousal
Under Arousal
Correct Arousal for behaviour change
Calming strategies
Arousing strategies
Changed
behaviour in line
with messaging

16. ROI?
o Current investment versus potential future
o Advertising $250K
o Targets reached 5000 (population)
o 5% effect (new scripts, behaviour change)
o 250 ‘hits’/$250K = $1000 per ‘hit’
o To measure social media
o Cost of program $250K
o Targets reached 5000 (population)
o Hits / response 10% (new data)
o 5% effect (new scripts, behaviour change)
o Use social media to drive very specific
concepts (savings cards) in pilots so it can be
measured.