A comprehensive look at how social media could benefit the pharmaceutical industry, from a leading social media agency, Socialmedia.biz. Topics in the presentation include: - Social media overview - Corporate marketplace for social media - The rise of patient-driven health care and online patient communities - 3 areas for opportunity: corporate social responsibility; identifying sector influencers; creating a corporate wiki for knowledge sharing, archiving and management.

1. Social media:
Opportunities for pharma
JD Lasica
Socialmedia.biz
jd@socialmedia.biz

2. What we’ll cover
Social media overview
Corporate marketplace
Rise of online communities
3 ideas

3. What is social media?
“ Any online technology or practice that lets us share
(content, opinions, insights, experiences, media) and
have a conversation about the ideas we care about.
”

4. The numbers
Active blogs on the Internet: 25-40 million
Social networks: 2,900. 57% of Americans have
joined a social network.
Active Facebook members: 200 million
Corporations with social media campaigns: 300+
Photos on Flickr: 3 billion
Daily Twitter messages: 6 million
YouTube = 10% of all Internet traffic

5. Reality check
World Internet users by region
Asia: 650 million
Europe: 390 million
North America: 246 million
Latin America/Caribbean: 166 million
Africa: 54 million
Middle East: 45 million
Australia/Oceana: 20 million
1.57 billion users worldwide
Source: Internet World Stats, February 2009
http://internetworldstats.com/stats.htm

6. Who’s commanding trust?
Other consumers 78%
Chat/discussion comments 63%
Blogs 61%
Brand sites 60%
TV/magazine 56%
Radio 54%
Sponsorships 49%
Search ads 34%
Banner ads 26%
0% 50% 100%
Source: Nielsen, Oct. 2007

7. Social media principles
Be human. Be aware.
Be honest. Be respectful.
Be a participant.
Be open. Be courageous.
“The wisdom of crowds does
not resist expert opinion —
only dependence on a single
expert opinion.”
- The Wisdom of Patients:
Health care meets online social media
Calif. HealthCare Foundation, April 2008
Photo illustration (c) 2008 AdWeek

8. Social sites leading the way
Top 15 brands, unique monthly audience (in thousands)
Twitter growth: 1,350% Nielsen/NetRatings NetView

9. Conversation economy
Whenever someone opens
a computer, 60% of time
it’s for social reasons.
To succeed in this new world,
companies must leverage social media
to have conversations with customers at scale.

10. Fortune 500 still at Web 1.0
Mitsubishi Lancer Evolution’s site

11. Where the action is taking place
Wikipedia
Left Lane News
Left Lane News
evolutionm.net
Lancershop.com
Source: battellemedia.com

12. American Cancer Society
“In 2009, you canʼt
build a $2 million
destination site and
use marketing
muscle to drive
traffic to it.”
- David Neff
American Cancer
Society

13. American Cancer Society, Web 2.0

14. Create a space for ‘us’

15. morebirthdays.com

16. Leveraging sharing culture

17. Let’s turn to pharma & health care
Culture clash
Regulatory realities
Emerging communities
Ideas

18. Culture challenges
Pharma values Social media values
Risk averse Risk taking
Heavily regulated Open to all
Closed, security-focused Transparent
Controlled access to data Sharing culture
Authoritative, heavily filtered Wisdom of crowd
Remote voice Personal voice
Long lead times Rapid deployment
IP closely guarded Open source
Marketing-dependent Marketing-suspicious
Hat tip to Len Starnes, Head of Digital Marketing, Bayer Schering Pharma

19. Regulatory challenges
“Compliance and regulation should not be used as a shield
against engagement and communication.”
— J&J’s top social media strategist
In pharma, we can manage chronic pain.
We can manage once-fatal diseases.
So we can manage adverse event regulations.
—JD Lasica

20. Regulation: real but manageable

21. Social media life in financial sector
She blogs like a regular blogger ...

22. Here’s how
but occasionally includes a disclaimer:

23. and clever use of url shorteners
Shannon’s tweets sometimes end like this:

24. Health care ecosystem
To thrive in the participatory era, pharma must
engage with:
Patient communities
Physician (& pharmacist) communities
Social media influencers
Its own employees & internal champions

25. The evolution of Patient Power
1993: simple search and information gathering
mid-’90s: info sharing in forums and comments
1995-2006: Stand-alone portals, websites
2005 to now: small organized communities created
by patients for patients

26. Patient-driven health care
'Patient-driven' health care doesn't mean patients provide
for themselves but that health care is not just marketed
to them from above.
It means patients want to actively participate in the delivery
and potentially the design of health care technology and
treatment — if not directly then indirectly by capturing,
producing, analyzing and sharing their own data,
observations and experiences.
The tools bring much to the patient. There’s no reason they
can’t bring as much, and more, to pharma and health care
providers.

27. Patient communities
Patientslikeme.com
PatientsLikeMe is a
social network of people
with Lou Gehrigʼs
disease (ALS), MS and
other health conditions.
People share very
personal data on
prescription drug
histories, health
conditions, side effects,
what works and what
doesnʼt work.

28. Patient communities
Diabetes Mine
Founder Amy Tenderich: “The
first thing I did was search on the
Internet. When it came to reach
out to people with diabetes there
was nothing that felt real or
personal. There wasn’t any
place for patients.”
She adds: The users of social
network health sites “are more
than readers — these are
community members who you
interact with. People are intimate
in a way they never would be on
a site like WebMD, for example,
which offers great information but
feels impersonal.”

29. Patient communities
imtooyoungforthis.com
Iʼm Too Young For This!
Cancer Foundation is a
national cancer
advocacy, research and
support organization
working exclusively on
behalf of survivors under
40. There are countless
little-known sites that can
be helpful to young
cancer survivors, says
founder Matt Zachary,
and “Weʼre going to tell
you about it.”

30. Patient communities
Zone for Autistic Children
Founder John LeSieur tried to
find online tools that could
guide autistic children around
the Web, but he couldn't find
anything satisfactory. So he had
one built, named it the Zac
Browser For Autistic Children in
honor of his grandson, and is
making it available to anyone
for free at zacbrowser.com.

31. Patient community on Facebook

32. Facebook
Top conditions Facebook users search for
1. Acne
2. ADD/ADHD
3. Ear infections
4. Eye infections
5. Migraine
6. Bipolar disorder
7. Anxiety/social phobia
8. Infertility
9. Asthma
10. Allergies Manhattan Research ePharma Consumer,
no. 11, 2008

33. Patient communities
MS-LOL: Life Of Learning
Founder Amy Gurowitz: “The focus of
this blog moves between my MS Diary
(a common venue for those of us with
this chronic questionable confusing
conundrum that is MS) to the website I
am developing (MS SoftServe, a place
for people to learn about their own
disease without scaring themselves to
death) and then what my life of learning
experience is.”

34. Social networking --> drug sales
MS-Gateway
Launched by Bayer
HealthCare, evolved
into a patient
community.
12,000+ members
200,000+ posts
Led to increased
global sales of
Betaferon

35. Efforts by competition
SmithGlaxoKline’s
alliConnect is the official
corporate blog for alli, the only
FDA-approved OTC weight loss
product.
Notice the sponsorship of a
networked cause for breast
cancer.

36. Efforts by competition
JNJ BTW
Hundreds of
reader comments
on JNJ BTW &
Kilmer house blogs
since 2007.
# of adverse
events reported: 0
J&J blogger
Marc Monseau

37. Physician social networks
USA Europe
Sermo (75,000) Doctors.net.uk (160,000)
Physician Connect (50,000) Escanum (23,000)
Student Doctor Network DocCheck Faces (5,000)
Healtheva Coliquio
Relaxdoc OnMedica
SocialMD
Sosido (HC associations) International
Clinical Village New Media Medicine
MedicSpeak DoctorsHangout
Canada Doctor.VG
Tiromed
Asklepios
DoctorNetworking Source: Len Starnes, Head of Digital Marketing
Bayer Schering Pharma

38. /overview
So, if pharma must join the conversation,
how do we move forward?

39. Strategy to sandbox
Start with a strategy
Understand core values of social media
“We went into it thinking of it as broadcast media and
within a few months we realized we were wrong.”
—Paula Drum, VP of Marketing, H&R Block
Create a sandbox for engagement

40. 3 ideas
1. CSR campaign on Twitter & Facebook
2. Influence the influencers
3. Knowledge-sharing corporate wiki

41. 1. Corporate social responsibility
A new narrative:
Enabling citizen philanthropy

42. Corporate social responsibility
Crate & Barrel’s CEO sent 18,000 $25 gift certificates to their
customers on behalf of DonorsChoose.org.

43. Corporate social responsibility
Crate & Barrel not only received positive coverage but showed
a 12% increase in merchandise sales by gift certificate redeemers.

44. Find the right cause
Global Hug Tour

45. 2. Influence the new influencers
Health
Twitterers

46. 3. Internal wiki
Health wikis:
Medpedia
WikiHealth
WikiSurgery
wikiCancer
Diabetes Wiki
MacSurg Wiki
fluwiki
Rads Wiki
DocCheck Flexikon wiki
ECG Pedia.org

47. A model corporate wiki: Intel

48. A model corporate wiki: Intel
# of corporate secrets/unauthorized posts
leaked outside the firewall: Zero
— Josh Bancroft, founder of Intelpedia,
interview, May 7, 2009

49. Other ideas
Wellness campaigns
Storytelling with video

50. Thank you!
Twitter: @jdlasica