What should pharma use Social Media for? A presentation given at SMI Social Media in Pharma on Jan 26 in London. About the inevitable revolutionary change that will take place in the next couple of years in pharma (and any other industry). Thanks to social media.

1. Social Media?
rma do with it
what should pha
René van den Bos
DigiRedo
rene@digiredo.nl SMI Social Media in Pharma
Twitter: renedigiredo London, 26 January, 2011

2. Lynn
Perry
source: Charlene Li and Josh Bernoff, Groundswell, winning in a world transformed by social technologies, Harvard Business School Press, 2008
Lynn prostate cancer > metasteses to bone, lungs, epiglottis
MDACC: $125 mln proton therapy cancer treatment center

3. Waiting - but Lynn’s time is more precious that MDA’s
Despite hospital rankings, patients walk away

4. Waitin for the doctor seems to be everybody’s experience

5. Example of opinions and experiences
shared through the internet in all directions

6. >500.000.000
>65.000.000/day
>35hr/min

7. listen
and now we starting to learn how to deal
with itfrom business perspective...

8. listen
Link
and now we starting to learn how to deal
with itfrom business perspective...

9. listen
Link
and now we starting to learn how to deal
with itfrom business perspective...

10. engage
Link
Bayer’s Levitra

11. engage
Link

12. connect
Link
Alli of GSK, community and also on Facebook, Twitter and YouTube
But are we really using SM to its full potential? Or can’t we?

13. ...are we? Reg are limiting SM use, how to extend to DMU’s?
Attitude issue: glass half full or empty

14. Social Media
is the
catalyst
for a
cultural
revolution
Not only social, but digital media as a whole...
and if this is too left-wing progressice fo you...

15. Social Media
is the
catalyst
for a
cultural
change
...let’s change the wording

16. trends
product-technical innovation
generic pressure
reputation pharma industry
The current situation for pharma

17. reputation
0 20 40 60 80 100
Transparent and honest practice
Company I can trust
High quality products and services
Communicates frequently
Treats employees well
Good corporate citizen
Prices fairly
Innovator
Top leadership
Financial returns
source: Edelman Trust barometer 2010
Remarkable: Transparent and honest practice above High quality products and services

18. trends
product-technical innovation
generic pressure
reputation farma industrie
digital revolution
power-to-the-people
communities & collaboration
health 2.0
and off course the dgital revolution...resulting in health 2.0

19. health 2.0
Social
Search networks
Self-mgt
tools
source: The Past & Future of Health 2.0 | www.health2advisors.com
Health 2.0: the use of social software and lightweight tools to promote communication and
collaboration between all stakeholders of the industry
Self mgt tools: personalize and analyze content and data

20. Link
some examples

21. Link

22. Link

23. health 2.0
data drives
user-generated users connecting partnerships to
decision and
healthcare to providers reform delivery
discovery
source: The Past & Future of Health 2.0 | www.health2advisors.com
Development of the healthcare industry:
Health 2.0 = partnerships and collaboration
Question: are we able to follow this trend?

24. our needs
self actualization realize
potential
self esteem respect mastery
confidence freedom
family friendship
belonging intimacy
safety security of health, property, work etc
phyisiological food water sex sleep
source: Wikipedia, Maslow’s hierarchy of needs
theory from way back: Maslow pyramid of needs in the 50’s of 20th century

25. what motivates us?
Extrinsic reward & punishment
Biological eat, drink, sleep, sex
source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)

26. 1950’s: Harry Harlow
Extrinsic reward & punishment
Biological eat, drink, sleep, sex
source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)

27. 1950’s: Harry Harlow
Link
source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)

28. what motivates us?
Intrinsic joy, happiness, passion
Extrinsic reward & punishment
Biological eat, drink, sleep, sex
source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)
Numerous behavioural scientists have proven this: intrinsic rewards lead to better
performance and satisfaction
but business has never adopted it

29. what motivates us?
Autonomy the desire to be selfdirected
Mastery the urge to get better at things
Purpose the desire to give purpose to what we do
Link
source: Daniel Pink, Drive, the surprising truth about what motivates us, Canongate Books, 2010
The 3 elements of true motivation

30. Atlassian
Example: every quarter employees can work on any subject they like for 24hr, as long as they
present their results during a fun meeting at the end of the 24 hr: the best products and
solutions are developed during this 24 hrs

31. generation y
flexible work arrangements
recognition for a job well done
working in a great team
giving back to society through work
source: Sylvia Hewlett: The ‘Me’ Generation Gives Way to the ‘We’ Generation,
Financial
Times
June
18
2009
This is what motivates the new workforce

32. generation y
>16 hours/week online
all members of online social networks
> 53 online friends
Close friends
11%
Online
friends
38%
Aquaintences
51%
and this is their online behaviour

33. At h ome

34. Work
but this is their experience at work

35. At h ome
Work
so is this

36. babyboomers vs gen y
16 9
For every 16 babyboomers retyring, there’s only 9 GenY to replace them

37. How to
get our
business
into the
21st
century?

38. enterprise 2.0
communication
business model

39. enterprise 2.0
“ the use of emergent social software
platforms within companies, or between
companies and their partners or customers “
source: Wikipedia, Enterprise 2.0

40. enterprise 2.0
expertise location
corporate blogging
corporate wiki’s
internal community platforms
ideation
source: Wikipedia, Enterprise 2.0

41. enterprise 2.0
Link
Andrew McAfee at SXSW 2010

42. enterprise 2.0
improvement internal communication
uland re
tuinnovation
knowledge sharing and retention
Δ
c
idea generation
experience with social media
crisismanagement

43. communication
listen
respond
engage
socialize
comm. not exclusively for comm depts

44. communication
Link Brian Solis at SXSW 2010

45. business model
relevant
differentiated
customer needs
competition
experience
co-creation
services
not relevant
innovative
commodities
products
general
low high
price
source: Rob Halkes (Van Spaendonk Management Consultants), Pharma towards a new commercial model, personal communication
New business model: partnerships with HC stakeholders

46. business model
experience
co-creation
HC service environment, focussing on patients’ needs
collaborative platform for HC stakeholders
grounded on up-to-date technological means and based on
internet facilities
data drives decision and discovery
source: Rob Halkes (Van Spaendonk Management Consultants), Pharma towards a new commercial model, personal communication

47. All of this
thanks to
Social
Media?

48. bottom-up purpose
we
power2people motivate
manager
empowerment
collaboration engagement
UGC
E2.0
interactive
no control
mastery
autonomy
Δculture
wisdom of the crowd

49. experiment & learn
give up control
rethink carrots and sticks
engage & collaborate
build a strategy
profit is more a catalyst than an objective
pharma: taking care of most important asset of people: their health

50. Link
Lynn Perry died June 2009, donated his body to MD Anderson

51. "In
retrospect,
all
revolutions
seem
inevitable.
Beforehand,
all
revolutions
seem
impossible."
Michael McFaul
US National Security Council

52. rene@digiredo.nl
Twi-er:
renedigiredo
www.digiredo.nl
digiredo.wordpress.com