The Pharmaceutical Marketer’s Forecast for 2017 - February 2017
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Check out this presentation where LiveWorld social media experts explain how to build trust, provide direct dialogue, and develop relationships with patients, healthcare providers, and caregivers. We also address the latest trends, and offer pharmaceutical marketing best practices for 2017, including: * Using the transformative power of social dialogue * Responding to social customer service requests * Addressing negative conversations from consumers
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The Pharmaceutical Marketer’s Forecast for 2017 - February 2017
- 2. 2Confidential 2Confidential Agenda 1. Unbranded Disease-State Communities are Losing Steam 2. Pharma Negative Discussion will Continue to Increase 3. Pharma Customer Service goes Digital 4. Branded Rx comes out of the Darkness 5. Learn more
- 3. 3Confidential 3Confidential Unbranded Disease-State Communities are Losing Steam Pharmaceutical businesses have created unbranded disease-state communities as part of their marketing and social media strategy. These are pages whose purpose is to raise awareness around certain disease states, offer education and encourage people along their disease journey. It’s become standard practice… but does it hold value for pharma marketers? Unbranded Disease-State Communities are Losing Steam
- 4. 4Confidential 4Confidential Unbranded Disease-State Communities are Losing Steam Unbranded Disease-State Communities are Losing Steam If you do a Google or Facebook search today on some common disease states, like arthritis or leukemia, you can see that it’s a crowded marketplace. In some cases, there are dozens or more community pages with a similar purpose.
- 5. 5Confidential 5Confidential Unbranded Disease-State Communities are Losing Steam Unbranded Disease-State Communities are Losing Steam
- 6. 6Confidential 6Confidential Unbranded Disease-State Communities are Losing Steam Unbranded Disease-State Communities are Losing Steam How do you distinguish your drug from others when there are many unbranded disease-state destinations similar to yours?
- 7. 7Confidential 7Confidential Unbranded Disease-State Communities are Losing Steam Unbranded Disease-State Communities are Losing Steam Patients are not coming to interact with your company. They are coming to find others with similar experiences, and to gain and share support.
- 8. 8Confidential 8Confidential Unbranded Disease-State Communities are Losing Steam Unbranded Disease-State Communities are Losing Steam • Listen to what patients are saying and interact with them • Improve your marketing programs and products through the insights you gather • And even advertise into these communities
- 9. 9Confidential 9Confidential Uncertainty for Pharma Companies on the Social Web is on the Rise • Uncertainty in drug prices • Shifting regulations • Upheavals in coverage for patients • Industry scandals • New administration
- 10. 10Confidential 10Confidential Patients are skeptical of pharmaceutical companies, drug prices, and expect the worst related to their premiums and coverage. According to the Edelman trust survey, as little as 20 years ago, more than 75% of Americans found the pharma industry to be trustworthy, that number today is below 10%. You ARE going to face a social media crisis sometime this year, and we want you to be prepared for it. Uncertainty for Pharma Companies on the Social Web is on the Rise
- 11. 11Confidential 11Confidential Uncertainty for Pharma Companies on the Social Web is on the Rise Uncertainty for Pharma Co.’s on the Social Web is on the Rise A social media crisis happens much faster today, and the consequences can be more costly. In August of 2016, a social media crisis around the pricing of Mylan Epipens hit social media. In a week it dominated all media headlines and social conversation. In less than 3 weeks the CEO was in front of Congress, and the company was hit with a $450 million fine.
- 12. 12Confidential 12Confidential Uncertainty for Pharma Companies on the Social Web is on the Rise What do you need to have in place: • Social Media Monitoring and Listening Program • Product and Brand Crisis Response • Enterprise-level PR and Crisis Management
- 13. 13Confidential 13Confidential 58% of consumers are willing to spend more on companies that provide excellent customer service (Source: American Express) Patients are Reaching for Social Customer Service
- 14. 14Confidential 14Confidential 82% of consumers have stopped doing business with a company because of bad customer services (Source: Zendesk) Patients are Reaching for Social Customer Service
- 15. 15Confidential 15Confidential Patients are Reaching for Social Customer Service A patient’s method of contact is very personal and often is generational. While the older generation is going to reach for a phone, the caregivers in the middle, and the younger audiences, are going to default to communication via their device (tablet or smartphone).
- 16. 16Confidential 16Confidential Facebook re-introduced Messenger in April 2016 with even more social customer service capabilities.
- 17. 17Confidential 17Confidential Pharmaceutical companies are good at communications in social but not for their specific brands. But they were not being social Branded Rx Comes out of the Darkness
- 18. 18Confidential 18Confidential Branded Rx comes out of the Darkness Pharma marketers want to have a direct conversation about products with customers. Several things have come together to do that: 1. Over time we’ve gained a clearer understanding of the FDA’s direction by watching warning letters. This allows us to create a path forward with confidence. 2. Some of the social platform providers have given us new options for staying compliant. Options like scrolling ISI and the ability to limit comments to a page. 3. There are brave brands that have paved the way for the rest of us to participate in social media. Branded Rx Comes out of the Darkness
- 19. 19Confidential 19Confidential Branded Rx Comes out of the Darkness Branded Rx comes out of the Darkness Take a look at the Rx drug Gilenya on Facebook. They are a good example of a prescription brand that allows comments, and is having conversations.
- 20. 20Confidential 20Confidential Branded Rx comes out of the Darkness In the coming months we will see other Rx brands venture out and begin social pages aimed at having a dialogue about their products. Branded Rx Comes out of the Darkness
- 21. 21Confidential 21Confidential Takeaways Carefully align unbranded efforts to your objectives – it might be time to reexamine your strategy to see if its working Be ready. The uncertainty is coming soon to a SM feed near you. Digital customer service shouldn’t be scary. It’s time for a fast follow on Rx branded communities.
- 22. 22Confidential 22Confidential Contact us at hello@liveworld.com Dawn Lacallade, dlacallade@liveworld.com Mark Williams, mwilliams@liveworld.com Visit our recent blogs on 2017 for pharma marketers at http://www.liveworld.com/blog/ Thank you for your time!
Hinweis der Redaktion
- When we put this webinar together, we deliberately avoided using the word “predictions”, because the things that we’re going to talk about WILL happen in 2017, and we’re big believers in being proactive in your approach and that the possibility for bad things happening increases when you’re reacting to events, instead of planning for them. So with that said, here are four things that are going to happen to you in 2017. Unbranded Disease-State Communities are Losing Steam are will require a rethinking of your strategy Pharma Negative Discussion will Continue to Increase Pharma Customer Service will becoming increasingly more Digital-centric Branded Rx comes out of the Darkness and into the light of social We’ll cover each of these topics and invite you to ask questions at each step of the way, and will also have a Q & A session at the end. Our sole objective today is really quite simple - we hope you Learn more, and feel more prepared to have a very successful year with your programs.
- Pharmaceutical businesses have created unbranded disease-state communities and Facebook pages over the years as part of their marketing and social media strategy. These are pages whose purpose is to raise awareness around certain disease states, offer education and encourage people along their disease journey. It’s become standard practice… but does it hold value for pharma marketers? Well, in the early days, if you were the sole pharma source or owned a significant market share for that disorder, these pages made a lot of sense. Does creating another unbranded Facebook page as a community serve your marketing objectives? Many of you have built or currently manage these types of pages, and are probably struggling to build traffic and engagement within these communities, and this makes sense. After all, you’re a pharma company first, a marketing person second, and building online communities is probably not something you’ve been trained to do. And as many of you are finding out – it’s a lot harder than it looks.
- If you do a Google search today on some common disease states like arthritis or leukemia, you can see that it’s a crowded marketplace, In some cases, there are dozens or more pages with a similar purpose.
- If you do a Google search today on some common disease states like arthritis or leukemia, you can see that it’s a crowded marketplace, In some cases, there are dozens or more pages with a similar purpose.
- Which leads us to a core question – how do you distinguish your drug from other when are so many unbranded disease state destination similar to yours? And for that, I’m going to turn to Dawn for an answer. Unbranded disease-state destinations are no longer providing the value they used to. Often these communities were created when there were few medications to treat a specific condition. The brand would create a disease state community to prompt dialogue about the disease journey and often suggest the patients revisit their treatment plan with their doctors. How do you distinguish your drug from others on an unbranded Facebook page when there are many unbranded disease-state destinations similar to yours and when there are numerous generics and competitors that are vying for the same patients? Disease state communities, as the name implies, are unbranded so creating a space that directly benefits your brand is hard if not impossible in a competitive market. Examples: DSC Branded
- Remember these unbranded disease-state destinations are for the patient not for you. Often with folks who suffer with these ongoing, long suffering diseases they often saturate their personal support systems and will look for another source of support. Patients are not coming to interact with your company. They are coming to an unbranded Facebook page to find others with similar experiences and to gain and share support.
- Think about your social media strategy with your team and your vendors. Does creating another unbranded destination help reach your marketing goals? If you have the only product in a space or in some special circumstances, this might be the perfect approach. For more common diseases, this is a tactic that should be very closely considered before it is used. An example of when a dsc is still the right strategy: AS1 story. So where do you go if you want to accomplish the tasks above? Maybe it would be better to use social media strategy and listening to find the right community that already exists, then: Listen to what patients are saying there and interact with them Improve your marketing programs and products through the insights you gather And even advertise into these communities. Thank you, Dawn – do we have any questions on this topic before we move on?
- Our second forecast for the year focuses on a trap that is waiting for every single one of you, and that is the uncertainty and likelihood of being under attack for both corporate social medial as well as product communications. We know that there was a big meeting in Washington yesterday with pharma industry CEO’s and the President, and everyone put on a happy face coming out of that, and indeed, there are some positives ahead for the pharma industry. However, we also know that this President is somewhat volatile, is prone to attack people people and companies in social media and can cause companies to lose millions of dollars in market cap and ignite a firestorm against a company literally overnight. With the pharma industry under the campaign spotlight and sure to attract Congressional attention through the year, you can be sure that you’re going to face some hostility in social media this year.
- Patients have also shared in numerous studies and polls that they are skeptical of pharmaceutical companies, drug prices, and are even expecting the worst related to their premiums and coverage. According to the Edelman trust survey, as little as 20 years ago, more than 75% of the American public found the pharma industry to be trustworthy, and that number today is below 10%, so there is a lot of ground to make up. Let me be blunt – you ARE going to face a social media crisis sometime this year, and we want you to be prepared for it. First lets understand what we mean by a social crisis: There is a range of items that fit into the crisis category. They start relatively simple like this example: It could be an ad or commercial that isn’t well received. (Example: Dawn- Children’s Advil) And of course there are far more visible examples:
- A social media crisis happens much faster today than ever before and the consequences can be more costly than ever. In late August of 2016, a social media crisis around the pricing of Mylan Epipens hit social media. In a week it dominated all media headlines and social conversation. In less than 3 weeks the CEO was in front of Congress, and the company was hit with a 450 million dollar fine. In the 3 months that followed, Mylan had to lay off 3,500 employees and lost nearly $3 billion in market cap, which was almost half of its evaluation. While this is an extreme example, we all need to be ready for our own social crisis.
- So how do you prepare? Dawn – can you help our listeners avoid a social media catastrophe? Find it fast: Social media monitoring and listening program Know weaknesses: Product and brand crisis response React Fast: Enterprise level PR and crisis management Research First: Zoetis, Wmt Mexico, Chapstick Okay – we hope this helps you prepare for some of the challenges that will come your way – are there any questions before we move on to our next topic?
- Our next trend forecast is around customer service, which represents both a pitfall and an opportunity. Here are a few stats to help illustrate the need.
- For many of us the difference between a patient continuing with our product or moving between peer products or going generic is a loyalty play. Our participation in social customer service is a key part of the premium customer service that is required to have product loyalty.
- Patient’s method of contact is very personal and often is generational. While the older generation is going to reach for a phone, the caregivers in the middle and the younger audiences are going to default to communication via their device (tablet or smartphone). For many of us the social customer service is a relatively new and concerning development. The first concern is regulatory. Can we do this? The answer is yes! Many customer questions that are generic in nature: product uses, payment assistance, etc. Can be answered in public. Some questions include enough patient confidential information that they need to be moved to a private space. A private and secure space is a challenge and we have few options and one of my favorite ones is Facebook Messenger: I’m a huge advocate of Messenger, but before I go all fan boi on it, Dawn – would you like to talk about some of the customer service options out there?
- Facebook messenger offers us a secure channel that most of our customers are already participating to offer customer service. Here are a few examples: Mark: Health Tap Dawn- Client using for brand customer service; Go back to the example of the medication cost assistance. Customer says publically on FB that they can’t afford their medications. You move the customer to Messenger. Help qualify then use a bot to fill in the forms. So there are a few maybe new tools and opportunities to help expand your customer experience outreach. Are there any questions before we move on?
- Our final forecast concerns another opportunity that is waiting to happen for you. We're encouraging pharma product brands to step into the light. Lets face it - Pharmaceutical companies are great at communication. At a corporate level. According to Bowen Cragg & Co. four of the top 10 communicators were pharmaceutical companies. But that was about communication at the enterprise level. Press releases, statements to the press, public relations and announcements, not being social – they’re broadcasting TO people, and not talking WITH patients. But this often doesn’t extend beyond a corporate presence to each product. The limited product pages are overwhelmingly one sided conversations. And since this is really in Dawn’s sweet spot of expertise, I’m going to turn this section over to her.
- As Pharma marketers we have wanted to have a direct conversation about our products with our customers. Historically that has been a challenge in our industry. Several things are coming together to clear the path: Over time we have gained a clearer understanding of the FDA’s direction by watching warning letters. This allows us to create a path forward with some confidence. Second some of the platform providers have give us new options for staying compliant. Options like scrolling ISI and the ability to limit comments to a page. Third the brave brands that have paved the way for the rest of us to participate. Here is one of those brave leading brands:
- Take a look at the Rx drug Gilenya on Facebook. They are a good example of a prescription brand that allows comments, and is interacting with and having conversations with its patients.
- In the coming months we will see other Rx brands venture out and begin social pages aimed at having a dialogue about the products.
- We’ve covered a lot. In 2017, there are multiple things you need to have in place as a digital marketer in the pharma industry Adverse Events Management Moderation & Engagement (Review & Monitoring) Strategy Active Social Listening