Presented at 2014 Digital Pharma West. Sometimes when we see innovative campaigns outside of our industry, we get stuck in the mindset of “my legal department would never approve an idea like that.” This session will show that it is possible to pitch, gain approval for, and successfully launch exciting digital campaigns within your company and teach you how to change your mind set when approaching such initiatives: • Innovative cases/trends from outside of industry • Applying these cases to pharma • Approval processes across industries: unregulated • Gaining approvals internally

1. Ryan Billings
Director, Social Strategy – AstraZeneca
@ryandaniel
ADJUST
YOUR
ATTITUDE
Approaching innovative ideas
from a ‘can-do’ perspective
The views in this presentation are my own and not those of any of the companies showcased in this deck

2. HAVE YOU
EVER HAD
A REALLY
GREAT &
INNOVATIVE
IDEA?

3. AND
THEN THIS
HAPPENED?
“BECAUSE
WE’RE
PHARMA”

4. INNOVATION IS POSSIBLE!
What aspects of these
concepts can be applied
within the ‘confines’ of
pharma?
How to educate and
work in partnership with
your Regulatory team.
Innovative social media
concepts and campaigns
from a variety of
industries
How pharma compares
to approval processes
and regulations in other
industries
CONCEPTS & CASES SO WHAT?
PROCESSES TIPS & ADVICE

5. © 2014 NETPLUS MARKETING, INC

6. SOCIAL CONTENT REVIEW ACROSS INDUSTRIES
Pharma Finance CPG Retail Non-Profit
SEC/FINRA ✔
FDA ✔
Med Legal ✔
Brand
Guidelines
✔ ✔ ✔ ✔ ✔
Audience
Alignment
✔ ✔ ✔ ✔ ✔
Campaign
Alignment
✔ ✔ ✔ ✔ ✔
Channel
Alignment
✔ ✔ ✔ ✔ ✔
Shortest
Approval Time
4-6 months 4 months Real-Time 2-4 Weeks Real-Time
Message
Objectives
Awareness,
Education
Awareness,
Info Request
Awareness, Trial
Awareness, eCommerce
Sales, Store Foot Traffic
Awareness, Fundraising

7. MAPPING THE CUSTOMER JOURNEY: HEALTH

8. MAPPING THE CUSTOMER JOURNEY: FINANCIAL

9. BRAND
AMBASSADORS

10. FORD
FIESTA
MOVEMENT

11. FORD
FAN AWARDS
“Ford is for me
a part of my
life that is
irreplaceable.”

12. FORD
GRAB YOUR
BADGE
CAMPAIGN

13. INDEPENDENCE
BLUE CROSS
IBX INSIGHTS
EMPLOYEE
BLOG

15. SO
WHAT?

16. MERCK
STUDENT
STORIES
BLOGS

17. GAMIFICATON

18. MRS. DASH
READY, SET,
WIN GAME

19. MRS. DASH
READY, SET,
WIN GAME

20. MRS. DASH
READY, SET,
WIN GAME

21. MRS. DASH
READY, SET,
WIN GAME

22. AIRBORNE
HEALTH
FILL IN THE
BLANKS
INSTANT
WIN
GAME

23. BLACK &
DECKER
DUSTBUSTER
DERBY GAME

24. BLACK &
DECKER
DUSTBUSTER
DERBY GAME

25. SO
WHAT?

26. G R A V E S
ESAESID
MERCK
MANUALS
FACEBOOK
WORD
SCRAMBLES

27. MERCK
MANUALS
TIME
MACHINE
GAME

28. MERCK
MANUALS
TIME
MACHINE
GAME

29. MERCK
MANUALS
TIME
MACHINE
GAME

30. GAMIFICATION
IN PHARMA
R&D

31. GAMIFICATION
IN PHARMA
MARKETING
DTC

32. SOCIAL
CHATS

33. FORD &
#DADCHAT

34. SO
WHAT?

35. BOEHRINGER
INGELHEIM
#COPDCHAT

36. SOCIAL
SELLING

37. “SOCIAL SELLING IS ABOUT SALES
PEOPLE BUILDING A STRONG
PERSONAL BRAND. IT’S ABOUT
UNDERSTANDING THE ROLE OF
CONTENT AND HOW THAT CONTENT
CAN BE USED TO TELL A POWERFUL
AND EMOTIONAL STORY. AND IT IS
ABOUT GROWING YOUR SOCIAL
CONNECTIONS.”
- MICHAEL BRENNER – VP MARKETING, SAP

38. PRUDENTIAL
SOCIAL
SELLING
1. Marketability 2. Connectivity 3. Engagement
12 Important Retirement Planning Deadlines

39. PRUDENTIAL
SOCIAL
SELLING 190%
Increased
connectivity to key
channel partners
10% Increased
for proposals (RFPs)
from corporate partners
$650MMValue
of largest inbound RFP
generated
via LinkedIn/PeopleLinx

40. PERSONALIZATION

41. COCA-COLA
#SHAREACOKE

42. SO
WHAT?

43. MERCK
VETERINARY
MANUAL
ANIMAL
HEROES
CAMPAIGN

44. MERCK
VETERINARY
MANUAL
100,000TH
FAN
GIVEAWAY

46. MERCK
VETERINARY
MANUAL
SOCIAL
CONTENT
STRATEGY

47. TIPS & ADVICE
SHIFTING YOUR PERSPECTIVE
Draw parallels between pharma and other industries
Start with “How can we do that?” instead of
“I wish we could do that…”
Align ideas with business objectives

48. TIPS & ADVICE
GAINING INTERNAL APPROVALS
Do your homework
Anticipate questions from Compliance, Legal, Regulatory
Start small to establish relationship and build trust
Focus on quick wins and internal pilots
Gain top-down support
Track stakeholder engagement
Pitch big
Define business impact & measurement plan

49. TIPS & ADVICE
Make sure your ideas are measurable yet meaningful
VANITY METRICS VALUE METRICS
More Followers Right Followers
Impressions Engagement Rate
Clicks Loyalty
Likes Cost Reduction
Retweets Conversions
Views Sales

50. QUESTIONS?
Linkedin.com/in/ryanbillings
@ryandaniel
Slideshare: http://www.slideshare.net/ryandaniel
thinknetplus.com

51. APPENDIX &
OTHER CASES

52. NETPLUS LIVE DEMOS
The Merck Manual: Time Machine Quiz
Elevating and extending a century-old
publication via gaming mechanics.
Live Demo: http://on.fb.me/1jsshMD
Good Neighbor Pharmacy - Pharmacy of the
Year Award
Putting the national award results in
customers' hands through video storytelling
and voting while driving home the "personal
touch" value proposition.
Live Campaign: http://on.fb.me/1sD5PQX
Airborne Immune Support: Fill in the Blanks
Game
Promoting and educating consumers regarding
the benefits of "real immune support."
Live Demo: http://on.fb.me/1jICvny
Independence Blue Cross: My Daily Game
Changer
Campaign & Content: http://on.fb.me/1mtsIXS
Independence Blue Cross: Pinterest
Promotion
Campaign & Content: http://bit.ly/1gGaWva
Black & Decker Holiday Gift Guide/Match &
Win Game
A holiday gift guide comes alive.
Live Game: http://on.fb.me/1eXt0Mz
K'NEX - TINKERTOY: Win in a Snap Game
A beloved, classic toy that brings parents and
children together, teaching motor skills and
problem solving, made interactive to boost
consideration for the holiday season.
Live Game: http://on.fb.me/1cI5Kpw
Mrs. Dash Ready, Set, Win! Game
Awareness, sampling, trial. The new Seasoning
Packets product launch.
Live Game: http://on.fb.me/1nNRvB3

53. GAMIFICATON

54. GOOD
NEIGHBOR
PHARMACY
PHOTO HUNT
GAME

55. TINKERTOY
WIN IN
A SNAP
GAME

56. TINKERTOY
WIN IN
A SNAP
GAME

57. TINKERTOY
WIN IN
A SNAP
GAME

58. MERCK
MANUALS
MONTHLY
MEDICAL
QUIZ
QUESTIONS

59. MERCK
MANUALS
MONTHLY
MEDICAL
QUIZ
QUESTIONS

60. MERCK
MANUALS
MONTHLY
MEDICAL
QUIZ
QUESTIONS

61. MERCK
MANUALS
MONTHLY
MEDICAL
QUIZ
QUESTIONS

62. MERCK
MANUALS
MONTHLY
MEDICAL
QUIZ
QUESTIONS

63. MERCK
MANUALS
MONTHLY
MEDICAL
QUIZ
QUESTIONS

64. MERCK
MANUALS
HOME
SYMPTOMS
GAME

65. MERCK
MANUALS
HOME
SYMPTOMS
GAME

66. MERCK
MANUALS
HOME
SYMPTOMS
GAME

67. SOCIAL
CUSTOMER
CARE

68. SOCIAL
CUSTOMER
CARE
83% of Twitter users and
71% of Facebook users
expect a customer service
response from a brand
within a day.*
Customers who receive a
quick and effective
response are 71% more
likely to recommend the
brand.
*http://blogs.salesforce.com/company/2013/07/the-social-customer.html

69. SOCIAL
CUSTOMER
CARE
NESTLE
SOCIAL
COMMAND
CENTER

70. SOCIAL
CONTENT
STRATEGY
& STORYTELLING

71. GOOD
NEIGHBOR
PHARMACY
30TH
ANNIVERSARY
CAMPAIGN

72. GOOD
NEIGHBOR
PHARMACY
30TH
ANNIVERSARY
CAMPAIGN

73. MERCK
VETERINARY
MANUAL
SOCIAL
CONTENT
STRATEGY

74. 74
MERCK
VETERINARY
MANUAL
MONTHLY
VET
STUDENT
QUESTIONS