My talk in SMi's Social Media in the Pharmaceutical Industry Conference, Jan 27 2011 @London

1. Some suggestions for Pharma 3.0:
My experience
Murat Tanoren
CauCAR (Caucasus & Central Asia Region) Marketing Lead, Pfizer Turkey
London, Jan 27th 2011
@bencewom
http://www.linkedin.com/in/tanoren

2. The statements or opinions expressed in
this presentation are my own and do not
necessarily represent those of Pfizer.

3. TODAY TOMORROW HOW?

4. Q: Is the pharma industry late?
NO
YES
It depends...

7. Pharma 1.5

8. Some brands don’t entirely get it.
They’re on Facebook, but . . .
They don’t allow users to comment on their content.
They don’t allow users to share their content.
They don’t allow users to “like” their content.
Many of these brands are in the OTC pharmaceutical industry.
They are afraid.
Stacy Lukasavitz, 2010. http://j.mp/fg6MBp

10. http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

11. S
http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

13. 1. Do you hold everyone accountable?

14. • “Social media isn't a box to be ticked or a department to be manned or even
a campaign to be launched... You know that social-media department you
just built? Go and dismantle it right now, because this stuff is too important
to be left to the experts.”1
• “While I'm not suggesting that all companies give the social-media team its
own organizational function, it's clear that brand leaders haven't fully
examined structural changes that need to be made.”2
• “I see the Social Media Administrator not as someone who develops content
and participates in discussions on social media (although they could
certainly have a business related personal blog or twitter stream). This is
not the senior leadership role for social media in an organization but rather
the coordination point for company activities.”3
1. Bloom, J. (2009) “Dedicated Social-Media Silos? That's the Last Thing We Need”, Advertising Age, http://j.mp/3V48L, accessed Sep 13, 2009.
2. Perry, C. (2009) “Why Social Media Isn't Living Up to the Hype (Yet)”, Advertising Age, http://j.mp/xSfFg, accessed Sep 13, 2009.
3. Scott, D. M. (2009) “Is it time for companies to hire a Social Media Administrator?”, http://j.mp/z7OKh, accessed Sep 13, 2009.

15. A New Breed: Digital Savvy + Coordinator
• 3 capabilities that distinguish
them from classic brand
managers:
– Integrative thinking: Social tech + brand
comm
– Lean collaboration skills: Start with few
resources , “They must therefore rely on
persuasiveness and charm to beg,
borrow, or otherwise co-opt people
from across the organization and get
them to work together on initiatives”
– High speed: Sometimes daily cycles to
scan & react
Spenner, P. (2010) Why You Need a New- Media “Ringmaster”, Harvard Business Review
Image: http://www.phishposterarchive.com/pollock-posters.htm

16. 2. Have you thought strategically (ie. big) and
made sure that you will NOT fail?

17. Pfizer TR Social Media Strategy
Monitor
Build a
Get to know discussions
community
social media about us
Apr - Jun Apr - … June- ……
• Complete infrastructural • Monitoring • Identify right channels
preparation for social • Internal communication in social media
media • Measurement & • Start the execution of
• Prepare corporate reporting programs
guidelines
Phase I Phase I Phase II

18. 3. Did you prepare the presentation that will
secure the funding to start?

19. Allocate funding early on

20. 4. Do you have a corporate policy?

22. 5. Is your front-line executive present in
Facebook & Twitter?

24. 6. Did you assume …?

28. All Age Groups Are Using Social Media
 Participation has grown across all
age segments
 18-24 segment is leading in participation
– ~90% participate in some way
– ~75% join social networks
 55+ segment engagement is increasing
across all types of participation (e.g.,
creators, critics, spectators)
 Marketing to 45+ now viable
through social media due to their
increasing participation
 Only 28% of online adults 45-54 say they
don’t use social media
 Only 38% of online adults 55+ say they
don’t use social media
Source: IMC2 Adaptation of 2008 Forrester Research

29. 7. Did you ensure that all patients are
targeted?

30. Level of Social Media Activity Depends on Condition
Rank Condition Health 2.0* Rank Condition Health 2.0*
1 ADD/ADHD 59% 21 Acid Reflux 37%
2 Acne 53% 22 Chronic Pain 36%
3 Influenza/Flu 50% 23 Restless Leg Syndrome 35%
4 Eye Infections 46% 24 Arrhythmia 33%
5 Insomnia/Sleep Disorder 46% 25 Pneumonia 33%
6 Psoriasis 46% 26 High Triglycerides 32%
7 Irritable Bowel Syndrome 45% 27 Overactive Bladder 31%
8 Fibromyalgia 45% 28 Cancer 30%
9 Eczema 45% 29 Enlarged Prostate 29%
10 Migraine 44% 30 Osteoporosis 29%
11 Generalized Anxiety 44% 31 High Cholesterol 26%
12 Ear infections 43% 32 Any Arthritis 26%
13 Anxiety/Social Phobia 43% 33 Hypertension 25%
14 Chronic Bronchitis 42% 34 Diabetes 25%
15 Acute Pain 41% 35 Heart Disease 18%
16 Allergies 40%
17 Asthma 39%
18 Depression 39%
19 Gout 37%
20 Shingles 37%
*Health 2.0 percentages refer to the share of consumers either creating or consuming content on health blogs, message boards, chat
rooms, health social networks and health communities, patient testimonials; Only for conditions where n>60
Source: Manhattan Research, Cybercitizen Health® v2.0-9.0

31. Of Those Online, Caregivers Tend To Be More Active in Social Media
Source: Manhattan Research, Cybercitizen Health® v2.0-9.0

32. 8. Are you confident that HCP’s will still prefer
personal interaction?

33. HCP Use of Online/Social Media Has Grown
1 Manhattan Research, Taking the PulseTM v9.0, 2009.
2 Manhattan Research, Taking the PulseTM v8.0, 2008.
3 Manhattan Research ePharma Physician® v9.0
(All statistics drawn from press releases, published white papers and other publicly available sources). Accessed at www.manhattanresearch.com

34. 9. “Are you focused on being a partner of
choice for nontraditional players?”
http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

35. What is Keas?
• Web platform as a service for patient
engagement and care management
-- Help patients store, manage and
understand their health data
-- Empower patients to take charge of their
health through personalized care plans
-- Monitor and report on patient activities,
progress, and outcomes
-- Connect patients with others like them for
ongoing support

36. Keas Partners
Strategic Alliance: Nationwide rollout at Patient Service Centers,
Kayak as preferred consumer portal, “understand your labs”.
Nationwide rollout at MinuteClinic locations. CarePlans for five
acute conditions treated at Clinic.
Integrated partner, enabling electronic data flow
Integrated partner, enabling electronic data flow
Health campaigns made available for consumers via Care Plans
for chronic conditions.
Care Plans for Type 1 and Type 2 diabetes patients, compendium
to online resources and books.
Care Plans for Pediatric care, compendium to online resources
and books.
Care Plan to monitor exercise, steps per day

37. 10. Have you focused all your efforts on the
Internet?

38. Ignore m-health at your own peril
“…medical apps are now the
third-fastest-growing
category on the App Store.”
http://www.ey.com/GL/en/Industries/Life-Sciences/Progressions-2010--Pharma-3.0

41. UK digital coach for pharma appointed
Published: 06/01/2011
• In a government-backed initiative aimed at encouraging
business to do more online, Karen Winterhalter, former EMEA
managing director of healthcare at Burson Marsteller, is to
coach UK pharmaceutical companies in digital
communications.
• …Winterhalter will work with pharmaceutical companies to
– help individuals or brand teams understand the true value of
social media,
– develop their online presence and
– overcome some of the mindset issues that are preventing them
adapting and communicating effectively online with stakeholders.
http://j.mp/fzZnoA

43. Some suggestions for Pharma 3.0:
My experience
Murat Tanoren
CauCAR (Caucasus & Central Asia Region) Marketing Lead, Pfizer Turkey
London, Jan 27th 2011
@bencewom
http://www.linkedin.com/in/tanoren