Social Media Marketing

Social Media Universe

Twitter. advanced and new patients alike exchange opinions on everything from their disease to their drugs within an open. Social media — whether Facebook.Pharmaceutical Environment Newly diagnosed patients chat and bond over shared experiences. . diverse and highly motivated community. viral messages or blogs — has gripped the public imagination. and given rise to a new form of communication. created its own language.

Key roles orchestrator Marketplace & SCM Marketplace leader Three Roles for Social marketing .

Pharma and Social Media • Physicians are getting social for professional purposes and discussing treatments and products with each other online. • It is a cost-effective way to know what patients and physicians think. • In a matter of clicks you can invite physicians into a panel discussion and very effectively have that discussion at marginal costs. .

• Is it time for the pharmaceutical industry to take the advice of some of its critics and use the new "social media" tools available to it and extricate itself from its situation of declining ROI? .

.Get Inspired By Others • Bayer launched the Women Heart Strong @Heart online community on Facebook.

.Readiness Unique regulatory environment. Corporate culture. Knowledge.

Make Content Valuable. and Consistent Create Branded Content Community .4 Steps Monitor & Learn Educate Stakeholders and Related Teams. Relevant.

and map out specific objectives for your social media marketing initiatives.Monitor & Learn Monitor the online conversations about your product. Take the learnings from these monitoring efforts. Learn about patients’ product experiences. .

Join the conversation Provide accurate information.Step 2: Join & Educate Existing Communities Designate a company representative. .

because you lose the honest community feedback. which minimizes regulatory restrictions. • Create disease education content (e. • Do not block comments from visitors.Make Content Valuable. • The best approach is to create a channel or community on an existing social site that already has a very large audience. not a specific product. as YouTube allows. and Consistent • Focus on a disease state..g. like YouTube. Relevant. video) to establish greater corporate credibility and provide real value for patients. .

• Evolve to a more open community dialogue quickly if the regulatory review workload proves easily manageable. • Be honest about their identity and intentions. .Step 4: Create Branded Content Community • Existing social sites must comply with all regulatory requirements.

as a highly regulated industry. ‘Mark Senak’ . has been the thought that there is too much regulatory burden associated with new and social media.Barriers Of Social Media Marketing • One of the perceived barriers to the involvement of pharmaceutical companies.

GLAXOSMITHKLINE .ALLI DRUG .

JOHNSON & JOHNSON .

and internal policies and procedures to avoid inadvertently endorsing off-label uses discussed in comments. – Regularly reviewing reports of adverse events. – Carefully vetting blog material written by company employees. . and incorporating those that are identifiable and credible into existing reporting protocols. site use policies.Objectives – Ensuring that the branded blog is compliant with fair balance regulations by developing a brief statement of common drug side effects that appears in the blog. marketing services firms. to ensure it complies with the product label. – Establish a policy on editorial control of blog comments with disclaimers. etc.

Others. Start to carefully curate conversations with consumers. Integrate your offline strategy with online social media strategy.Best Practices Of Social Media: Customers must be listened to carefully. . Transparent and authentic conversations have to be ensured.

CONCLUSION • By opening up research data and providing customer interactive and social applications it is possible to reach horizons never thought of by utilising social media marketing to its fullest. • I believe the right dose of Pharma engagement plays an important part in this revolution. .

CONCLUSION • The firm must define key performance indicators based on what they want to get out of a social media strategy. gaining market insights from physician and consumer conversations. whether it’s creating awareness of product. or other objectives. • And the job isn’t over once these metrics are established– there should be a cycle of measurement and optimization in place to make sure that initiatives adjust accordingly and are ultimately worthwhile. building relationships with key opinion leaders to foster brand advocacy. .

herceptin.com/SMM-Readiness.http://www. http://www.com 6.com/Boehringer) 8.com/Novartis) 9.http://social.pharma-mkting.com/PMNSupplementSocMediaMkting.03. (www.com/marketing 2.childrenwithdiabetes. (www.com/story/social-media-forums-and-pharma-industry 3. www.adotas.brandweek.html 10.eyeforpharma.28 .com/community).http://getbetterhealth.html 4. 7.REFERENCES 1.eyeforpharma. http://www.com/2009/01/pharma-companies-and-social-mediamarketing/ 11.facebook. http://www. 5. http://social.pharma-mkting.com/do-pharmaceutical-companies-have-social-mediaanxietydisorder/ 2010.(http://twitter.com/pages/WomenHeart-Strong-Heart/62833170782).com/bw/content_display/currentissue/ e3ie08aadb553c2ade9caea50c91352c7aa 12.news.surveys. (http://twitter.

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