Slides by Shwen Gwee, presented at the Boston Biotech Meetup at MassBio on OCT 27th, 2009.

1. Overcoming
Our Social Challenges
Shwen Gwee
Lead, New Media Communications
Vertex Pharmaceuticals
Boston Biotech Meetup
OCT 27th, 2009

2. Disclaimer
• The opinions and ideas expressed in this presentation are
strictly my own and may not be screened by my employer.
• Everything mentioned or presented is strictly my personal
opinion and does not necessarily represent the views of
Vertex Pharmaceuticals.
!
Image by: Monkey Works Illustration

3. What is Social Media?
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4. Social Media is…
• Online content created by people using highly accessible
and scalable publishing technologies.
• A shift in how people discover, read and share news,
information and content.
• A fusion of sociology and technology, transforming
monologues (one to many) into dialogues (many to many)
and is the democratization of information, transforming
people from content readers into publishers.
Source: Wikipedia, July 26, 2009
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5. Social Media is…
• Online content created by people using highly accessible
and scalable publishing technologies.
• A shift in how people discover, read and share news,
information and content.
• A fusion of sociology and technology, transforming
monologues (one to many) into dialogues (many to many)
and is the democratization of information, transforming
people from content readers into publishers.
Source: Wikipedia, July 26, 2009
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6. A.K.A. “Groundswell”…
• A social trend in which people use technologies to get the
things they need from each other, rather than from
traditional institutions like corporations
Source: Charlene Li, Co-Author of Groundswell, 2008
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7. A Move Away from Traditional Broadcasting
Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), July 2009
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8. We Tend To Start Here…
Source: Brian Solis, PR 2.0 Blog (Conversation Prism: http://www.briansolis.com/2008/08/introducing-conversation-prism), August 2008

9. But It’s Not Just A Technological Evolution…
evolution
…or is it?
Adapted from: Ashleigh Brilliant (http://www.ashleighbrilliant.com)
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10. It’s Also A Cultural Revolution
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11. SHIFT Happens…
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12. Shift Happens
• A cultural shift from…
FROM TO
PUSH Broadcasts PULL Content
Monologue Conversation
Individual Consumption Group Participation
Sales & Marketing Pitch Authenticity/Transparency
Attracting Publicity Pursuing Interaction
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13. Why You Need To (Give a) Shift
Authentic Interaction
Genuine Engagement
Trust
Influence
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14. Models of Influence Are Changing
Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), July 2009
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15. Strategic Conventions Are Changing
Illustration by: David Armano, Logic+Emotion Blog (http://darmano.typepad.com), July 2009
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16. Relationships Are Changing
Image by: d70focus on Flickr (http://www.flickr.com/photos/23905174@N00/2061329074), July 2009
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17. So…
Why Is This Important?
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18. There is no simple or quick solution.
But the way forward calls for all stakeholders –
institutional and individual – to build trusting
relationships, participate actively and assume
responsibility – that is, engage.
Edelman Health Engagement Barometer, OCT 2008

19. Trust and Authenticity Matter
Trust is Most Important Factor in Health Engagement
71%
Trust
67%
68%
Authenticity
58%
61%
Satisfactio n
53%
37%
Lo ng -term co mmitment
30%
30%
Perso nalized interactio n
26%
26%
Shared p urp o se
19%
25%
Co llab o ratio n
19%
16%
Freq uent co ntact Health Info -entials
12%
Ad ults
Thinking about the engagement you want to have with companies and organization involved in health,
which characteristics of that engagement are most important to you?
Source: Edelman Health Engagement Barometer, December 2008

20. The Most Trusted Health Sources Are Relationship-Based
People We Know Are People We Share With
With which of the following do you typically share information or opinions about health issues?
Source: Edelman Health Engagement Barometer, December 2008

21. Internet Is Most Turned to Resource for Health Info
Resources Used to Gather Information on a Health Question/Concern
Online 65%
Health care professional 62%
Family / Friends 39%
Magazine(s) 21%
Books 20%
Print newspaper article(s) 17%
Television 17%
Radio 5%
Other 3%
0% 10% 20% 30% 40% 50% 60% 70%
In the past 12 months, what resources have you used to obtain information on a health-related question or concern? Please select all that apply.
Base: All Qualified and Non-Qualified Respondents (n=8,200)
Source: Google Health Study by Harris Interactive

22. Consumers More Satisfied with Health Info from the Internet
Source: Manhattan Research Cyber Citizen Health v7

23. Patients Are Taking Charge of Their Own Health

24. Even the CDC is Doing it…

25. But Most Importantly…
Source: Bill Tancer, Time.com, http://www.time.com/time/business/article/0,8599,1678586,00.html, October 2007

26. So…
How Do I Get Started?
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27. 1. Listen and Learn
• Subscribe to blogs and read regularly
­ Within Pharma/Healthcare: EyeOnFDA.com, Pharma Marketing
Blog, Path of The Blue Eye Blog, IgniteBlog, JNJBTW, etc.
­ Outside Pharma/Healthcare: ChrisBrogan.com, Web-
Strategist.com, Altimeter Group, Logic+Emotion Blog, etc.
• Use (free) tools to monitor trends and corporate brand
­ Twitter, Google Alerts, Google Trends, Technorati, TechMeme, etc.
• Read industry whitepapers and research studies, participate
in webinars, read books...
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28. 2. Join the Conversation  Become an Anthropologist
• Rate, vote, or review content/products (e.g. Digg, etc.)
• Comment on blogs, podcasts, videos, etc.
• Join and learn culture/etiquette of social platforms
­ Twitter, LinkedIn, Facebook, Plaxo, YouTube, etc.
­ SocialPharmer.com, IAmBiotech.org
• Attend “live” meetings/gatherings and conferences
­ Grassroots
• PodCamp, MeetUps/TweetUps, Social Media Breakfast
• SocialPharmer Unconference, HealthCamp, BIL:PIL, etc.
­ New/Social Media Industry
• Web 2.0, BlogWorld, SXSW, 140Conf, TEDMED
• Digital Pharma, ePatient Conference, Health 2.0, etc.
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29. 3. Demonstrate, Educate, Facilitate
• Educate your team… And educate key stakeholders
- Try brown-bag lunches, KOL presentations, vendor demos, etc.
- Demonstrate new platforms and have lots of Q&A
• Become an internal social media evangelist and look for
others with similar interests (“Birds of a Feather”)
• Identify potential “champions” for future pilot programs and
rollout advocates
• Make sure upper management and execs hear about it and
attend/support  Get buy-in!
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30. 4. Stop Talking  Start Acting
• Start small, start internally
­ Develop pilot experiments and grow stakeholder experience and
comfort in using various platforms
­ Pilot programs = Proof of concept
­ e.g. Yammer, SocialCast, WordPress, etc.
• Get legal, regulatory, execs, IT, etc. involved
­ Form working group or Social Media “Committee”
• Work with internal stakeholders to develop corporate social
media policy/guideline
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31. 5. Put Someone Important In Charge
• Preferably:
­ Director and above (higher is better)
­ Ideally, with experience or interest
­ Understands legal and regulatory framework
• Should be housed within group that can influence and align
strategy (e.g. commercial group)
• Should be a significant or entire part of the person’s
objectives (not a BTW experiment)
• Should have access to appropriate resources, including
executives and agencies

32. So…
What About Legal/Reg Concerns?
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33. The Big Three
• Adverse Event Reporting
• Off Label Discussions
• Fair Balance
Source: Melissa Davies (Nielsen), Listening to Consumers in a Highly Regulated Environment White Paper, August 2008

34. 1. Work with Legal, Regulatory, etc…
• Develop a general Social Media Guideline Or just start with a
one guideline for
• Determine an SOP for each platform single platform
• Develop an escalation/response process for each strategy
Social Media Guideline/Framework
Twitter Facebook YouTube
SOP SOP SOP
Blog MySpace LinkedIn
SOP SOP SOP
Source: David Meerman Scott, WebInkNow Blog, http://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-media.html, December 2008.

35. 2. Treat Social Media Like Traditional Media
• Abide by FDA, OIG, SEC, PhRMA Guidelines, etc.
• Don’t do anything you wouldn’t do normally (i.e. content)
– How do you report AE’s now?
– Is fair balance in the appropriate places for the platform used?
• Consider the following categories when developing a Social
Media Guideline/Policy
INTERNAL EXTERNAL
Internal Corporate External Corporate
CORPORATE
Communications Communications
Internal Enterprise External Employee
EMPLOYEE
Collaboration Engagement
• Build on existing company “Code of Ethics” and/or “Internet
and Email Policy”

36. Resources for Employee Engagement Policies
• IBM Social Computing Guidelines
­ http://www.ibm.com/blogs/zz/en/guidelines.html
• BestBuy (Social Media) Participation Guidelines
­ http://bbyconnect.appspot.com/participation_guidelines
• Intel Social Media Guidelines
­ http://www.intel.com/sites/sitewide/en_US/social-media.htm
• Comprehensive List: SocialMediaGovernance.com
­ http://socialmediagovernance.com/policies.php

37. 3. Be Willing to Compromise and Adapt
And so what we have ended up doing in many cases is take
some small steps to get more comfortable with getting
involved.
We are also making sure we have processes in place to
handle adverse event reports and that we have responsible
people involved who can respond quickly to questions.
At the same time, [ these projects ] are giving us some
great experience
Marc Monseau (Editor, JNJBTW.com)
Source: Marc Monseau, JNJBTW Blog http://jnjbtw.com/2008/10/healthcare-companies-and-the-social-web, October 2008

38. 4. Set Expectations Explicitly (For Your Audience)
• Establish “rules of engagement” so audience will know your
intentions, limitations, and what to expect
­ e.g. JNJBTW.com and GSK’s More Than Medicine Policies
– All comments will be reviewed before posting
– Comments that don’t directly relate to the
Company or to topics covered on this blog won’t
be posted
– Some comments may be forwarded … for follow-
up as appropriate
– We generally won’t post comments about products
that are sold by the Johnson & Johnson operating
companies
– Johnson & Johnson and its operating companies
work within highly regulated industries
• Comments that pertain to ongoing legal matters
or regulatory issues are unlikely to be posted
– Further information about our policies…can be
found in our Privacy and Legal Notice

39. 5. Evolve and Grow
• Meet regularly and review responses and processes
• Be prepared to update or develop new policies/guidelines based on
what you learn and experience
• Work to change mindset:
“No, because…”  “Yes, if…”
Source: Monte Lutz (Edelman), The Social Pulpit, http://www.slideshare.net/montelutz/social-pulpit-barack-obamas-social-media-toolkit, February 2009

40. So…
What Strategies Can We Use?
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41. Example: AHT Group SM Strategy Framework
Start Here
Source: Advanced Human Technologies Group, http://ahtgroup.com/services/social-media-strategies, October 2009

42. The POST Process (from Groundswell)
P People
Assess your customers’ social activities
O Objectives
Decide what you want to accomplish
S Strategy
Plan for how relationships with customers will change
T Technology
Decide which social technologies to use
Source: Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008

43. People: Ladder of Participation
Publish a blog/Podcast
Publish your own Web pages
Creators Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Critics
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Collectors Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Joiners
Visit social networking sites
Read blogs
Watch video from other users
Spectators Listen to podcasts
Read online forums
Read customer ratings/reviews
Inactives None of the above
Source: Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008

44. People: Social Technographics Profile
http://www.forrester.com/Groundswell/profile_tool.html
Source: Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008

45. People: Other Sources of Customer Data
• Research data
­ Market research data (AAU, Media Habits, etc.) and
segmentation studies
­ eHealth and ePharma research
• Manhattan Research (consumer and HCP)
­ Social Media Research
• Forrester, Pew/Internet American Life Project, Universal
Mccann, Edelman Health Barometer, eMarketer, etc.

46. Sample Corporate Objectives
Internal External
• Knowledge management • Rapid dissemination/response tool
• Rapid sharing & dissemination ­ I.e. Crisis management
• Executive & senior leadership • Monitoring & awareness
visibility ­ Corporate/Brand/Product/Disease
• Training & development • Brand/Message “testing”
• Internal alignment & collaboration ­ i.e. virtual “focus group”
• Peer and social/informal learning • Market research & customer
(especially for field teams) feedback
• Social interaction/connection • Recruiting and HR
• Corporate “kumbaya • Customer connections/advocacy
• Groundswell through personalized
and “humanized” channels

47. Social Media Objectives (from Groundswell)
Objective Description
Listen Monitor your customers’ conversations
Engage Participate in 2-way conversations
Energize Make it possible for customers to help you and
each other
Support Support customers and enable them to support
each other
Embrace Help customers work with each other to come up
with ideas to improve products/services
Source: Charlene Li and Josh Bernoff, Groundswell: Winning in a World Transformed by Social Technologies, April 2008

48. Strategies: Key Considerations
• Overall Strategy
­ Does this fit into the overall brand or corporate strategy/mission?
­ Knowing my audience, what value can I bring to them?
• Resources
­ Who are the assigned resources for ensuring regular review and
response to this initiative and for how long?
­ Do we have a SOP and response plan in place for this?
• Metrics and Analytics
­ How do we measure and/or monitor the ongoing effect, overall
impact, and success (ROI/ROO) for this program?
­ Who is responsible for the data/information that is generated from
this initiative? Who else needs to see it?
• Upgrades and Termination
­ Who is responsible for updates/upgrades to the project OR
terminating project, if not updated.

49. Strategies: Social Participation by Disease States
Misery Loves Company
includes the people who
benefit most from social
applications.
Lonely Fellow Sufferers
includes those who could
benefit but don’t share online.
Connectors Who Don’t Care
includes people who will
connect but not about their
problems.
The Disconnected includes
those unlikely to be social or
seek fellow disease sufferers.
Source: Josh Bernoff (Forrester Research Inc.), How To Create A Social Application For Life Sciences Without Getting Fired , April 2009

50. Strategies: Adapt to Corporate Risk Tolerance
Source: Sarah Larcker (Digitas Health), Digitas Health Social Media POV, http://www.slideshare.net/slarcker/digitas-health-social-media-pov, October 2009

51. Strategies  Tactics
Source: Sarah Larcker (Digitas Health), Digitas Health Social Media POV, http://www.slideshare.net/slarcker/digitas-health-social-media-pov, October 2009

52. Social Pharma
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53. Social Pharma:
Company Program(s)
Merck Gardasil / HPV
Johnson & Johnson ADHD Moms, ADHD Allies, Acuminder
Novo Nordisk Young Voices in Diabetes
Novartis Live Life Beautiful, On-The-Go Women (Reclast), Novartis Clinical Trials
Bayer Healthcare Strong@Heart
Abbott I Stand With Magic, Labs are Vital
EMD Serono/Pfizer MS Champions
Schering Plough Don’t Blow It game (Nasonex)
Shire Virtual Walk application (in partnership with Crohn’s and Colitis
Foundation of America)
Allergan Fan Pages for: Latisse, Lap-Band
Comprehensive List: Dose of Digital Blog – http://bit.ly/DODwiki

54. ADHD Moms Facebook Page

55. Social Pharma:
Corporate Channel Abbott, AstraZeneca, Bayer, Boehringer Ingelheim, GSK,
Johnson & Johnson, Novartis, Sanofi Pasteur
Company Program(s)
Astra Zeneca - My Asthma Story: Symbicort focused patient stories (UGC)
Bayer Schering Pharma - In Bed Info - ED awareness
Boehringer Ingelheim - Parkinson's Matters: Parkison’s Disease focused education
- Stoke Prevention Channel: Stroke prevention focused education
Genentech - Employee videos focused on recruitment
J&J (Ethicon Endo-Surgery ) - Realize Band: Patients stories focused on Realize gastric band for weight loss
Novartis - Flu Flix: Competition from 2007, 800k views for intro video alone
- Excedrin express gels - UGC video contest
- Novartis Clinical Trials
Sanofi Aventis - Go Insulin - Type 2 diabetes focused patient stories
Teva - TevaNeuroHealth: Parkison’s Disease focused education
Comprehensive List: Dose of Digital Blog – http://bit.ly/DODwiki

56. Symbicort: My Asthma Story YouTube Channel

57. Social Pharma:
Start of Twitter Activities
Nov Dec Jan Feb Mar Apr May June July Aug Sep
2008 2009
@Boehringer @AstraZenecaUS @JNJComm @NovartisTrials @Amgen @SanofiPasteur @Pfizer_news @LlyOncOnCanvas
@Novartis @Roche_com @GenentechNews @AstellasUS
@GSKUS
@SanofiAventisTV
Types of Tweets PharmaCo’s
Speedlinking / Auto-updates SanofiAventisTV
News Updates / CorpComm Amgen, Genentech, Novartis, Pfizer, Sanofi Pasteur
Engaging and Energizing* AZ, Boehringer, GSK, JNJ, Roche
Promotional: Race with Insulin (Novo Nordisk)
Specialized CT Recruitment: Novartis Trials
Art Competition LlyOncOnCanvas (Lily USA)
*Includes: ReTweeting, linking to other (non-company) resources, engaging in conversation, expressing gratitude, etc.

58. Race With Insulin Twitter Feed

59. Social Pharma
Platform Companies
Novo Nordisk “Voices of Diabetes”
AstraZeneca
Patient Merck
Testimonials Novartis “CF Voices”
Johnson & Johnson
Valeant (Epilepsy)
Centocor “MyInnerstate”
Blogs Johnson and Johnson, GSK, Centocor (defunct)
Widgets Cephalon, Novartis, EMD Serono, Genomic Health
– GSK “MyAlli Circles”
Social – Johnson & Johnson “Children With Diabetes”
Networks – Novartis “CML Earth”
– Novo Nordisk “Juvenation”

60. Juvenation: Social Network for Juvenile Diabetes

61. CML earth: Social Network for CML*
*Chronic Myeloid Leukemia

62. Finally,
10 Things
to think about while having drinks…
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63. It’s NOT a magic pill
or the holy grail
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64. It will only serve to amplify
Not rectify
65

65. It humanizes your corporate brand
Act like a human
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66. It’s a commitment
Not a campaign
67

67. Your biggest investment will be
Your time & resources
68

68. It does not replace face-to-face
It enhances and supplements it!
69

69. Time to stop convincing
Time to start compelling
70

70. Bring booze to the party
Don’t be a mooch
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71. Empower your audience
And earn their trust
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72. Set
Expectations
Xplicitly
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73. We try never to forget that medicine is for the
people. It is not for the profits. The profits
follow, and if we have remembered that, they
have never failed to appear. The better we have
remembered it, the larger they have been.
George W. Merck
Address to the Medical College of Virginia, Richmond (1 Dec 1950)

74. ~ Thank You ~
www.SocialPharmer.com
Twitter: @shwen
Email: shwen@med20.com
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