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Social and Mobile Pharma - the State of the Digital Landscape
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Published by FirstWord Pharma: 01 Nov 2012 | 31 | In Stock
Related Topics: Boehringer Ingelheim

Introduction

Introduction


Tightly-regulated and conservative in outlook, the pharmaceutical industry has largely been slow to react to the challenges and openings

offered by the loose-knit, fast-moving world of social media.


Whilst this has been true of much of the industry, the growing importance of social media as a marketing tool has encouraged forward-looking

companies to engage with the online community via websites such as Facebook and Twitter, albeit with mixed results.


At the same time, social media itself is constantly evolving; new platforms such as social gaming and smartphone apps add to an already

complex world, where a regular blog can prove a surprisingly effective marketing tool and where consumers themselves are able to express concerns

online.


The influence of social media on pharma marketing is such that even the largest and most conservative of major brands now have to decide how

best to interact with this relatively recent phenomenon. Although it presents both risk and opportunity, companies with effective social media

engagement can expect to reap rich rewards.


Scope


Report Overview


As social media assumes ever-greater importance in the world of pharma marketing, FirstWord has worked with leading authorities on the use of

social media to build a comprehensive report that details how the leading players use the various platforms available, investigates what can go wrong

and offers guidance on every aspect of the subject from mobile apps to gaming.


The report opens with an overview of the current state of play in social media and moves on to analyse the experiences, both favourable and

disastrous, of some of the industry's online trailblazers. It looks at leading-edge activities such as data mining, investigates the future of mobile

access, outlines legislative and regulatory efforts worldwide and offers perspectives on the broader health conversation online.


In-depth studies of the activities of leading pharmaceutical companies on the social Web are backed up by appendices showing data ranging

from pharma-sponsored smartphone apps to pharma Twitter feeds.


This comprehensive investigation of the subject will prove invaluable to pharma executives wishing to develop a successful social media

presence.


Highlights


Key Report Features


  • Discussion of the new reality in which pharma companies do not always have control of the marketing message

  • Case studies of successful and unsuccessful social media marketing campaigns

  • How to understand and manage market and regulatory risk associated with promoting pharmaceuticals via social media

  • Advice on picking the proper social forums for engaging with doctors and patients, including key opinion leaders within the healthcare

    professional and patient communities


  • Best practices for participating in social media

  • Detailed listings and statistics of major pharma companies' presence on the most popular social media sites

  • Listings of key online communities for medical professionals and patients

  • Puchase Reasons


    Key Benefits


  • The hype and the promise of social media are the same as in any other aspect of pharma marketing; the only thing that has changed is the

    platform, so social media needs to be part of an integrated marketing strategy.


  • Understand the two-way, conversational nature of social media.

  • How social media sites are proving to be rich stores of data to mine for marketing purposes.

  • Receive practical advice on what social media to use in different situations.

  • Understand that social media is evolving and that nobody has mastered this relatively new phenomenon.

  • Be ready for future developments.

  • Key Questions Answered


  • How can you develop workable policies for using social media?

  • What is the overlap between social and mobile?

  • What can drug marketers learn from the computer gaming industry?

  • How can you leverage social media to fight drug counterfeiting?

  • When is use of social media appropriate, and when is it not?

  • Who Should Read This Report


  • Pharma marketing directors

  • Brand managers

  • Pharma public relations and media executives

  • Social media marketers

  • Patient advocates

  • Vendors involved in developing apps for pharma and healthcare

  • Expert Views Include:


    Craig DeLarge, leader for multi-channel marketing and customer business-line support, Merck & Co.


    John Mack, publisher and editor, Pharma Marketing News


    John Pugh, director of digital communications, Boehringer Ingelheim


    Marco Smit, senior vice president, Health 2.0


    Dennis Urbaniak, US vice president for diabetes care, Sanofi


    Key Quotes


    “If you're saying that your primary concerns are a patient's health, you should do more than just have conversations with investors. That's

    where media opens up a route, a direct route between CEOs and their patients, their constituents, let's say, beyond the stockholder.” John Mack,

    publisher and editor, Pharma Marketing News


    “A lot of large media companies are following Boehringer, as are physicians. We've got a high number of physicians following us, because

    we've tried to give those groups the information that they want, rather than just the usual corporate statements.” John Pugh, director of digital

    communications at Boehringer Ingelheim


    “As marketers, if we navigate well, this phenomenon [of social media] holds the potential for enhancing customer relationships,

    collaborations, and trust building as well as leading to a product and service co-creation environment that we have not witnessed in the history of this

    industry. If we fail to navigate well, there is the potential to do more damage to our image as an industry.” Craig A. DeLarge, leader for multi-channel

    marketing and customer business-line support, Merck & Co., US


    “If you just look at social media as another platform to just throw an ad down with a 'push' approach, it's completely wrong.” Dennis

    Urbaniak, US vice president for diabetes care, Sanofi


    “Successful social media is social media that is not on its own. It can be successful on its own, but I think it's even more successful if

    it's integrated with the other media that you're always using, and this is a huge forward looking opportunity.” Craig A. DeLarge, leader for multi-

    channel marketing and customer business-line support, Merck & Co., US


    Table of Contents
    for Social and Mobile Pharma - the State of the Digital Landscape

    • 1.Executive summary

      2.Pharma social media: No longer a level playing field

      2.1. Message and medium

      2.2. Riding the learning curve

      2.3. Unlocking 'Big Data'

      2.4. Pharma’s embrace of mobile technology

      3.In Depth: Leading pharmaceutical companies on the social web

      3.1. Sanofi

      3.2. GoInsulin

      3.3. Taxotere saga on Facebook

      3.4. Success in using social media for crowdsourcing

      3.5. Johnson & Johnson/Janssen

      3.6. J&J’s use of Twitter

      3.7. J&J’s use of YouTube

      3.8. Pfizer

      3.9. Boehringer Ingelheim

      3.10. AstraZeneca

      3.11. AstraZeneca’s use of Twitter

      3.12. Eli Lilly && Co.

      3.13. Novo Nordisk

      3.14. Novo Nordisk’s use of Facebook

      3.15. Astellas Pharma

      4.perspectives on the broader health conversation on the social web

      4.1. When social media backfires

      4.2. Understanding risk

      4.3. Listen and learn

      4.4. Best practices

      4.5. Mobile media, social media and gaming

      4.6. Above all, be sincere

      5. Acknowledgements

      6. Appendices

      6.1. Appendix 1 – Pharma on Twitter

      6.2. Table 1: Pharma on Twitter

      6.3. Appendix 2 – Pharma on Facebook

      6.4. Appendix 3 - Pharma on YouTube

      6.5. Appendix 4 – Pharma-sponsored smartphone apps

      6.6. Table 2: Apps for Healthcare Professionals

      6.7. Table 3: Apps for patients

      6.8. Appendix 5 - Social media sites for healthcare professionals

      6.9. Table 4: Pharma sponsored portals for healthcare professionals

      6.10. Table 5: Global healthcare professional communities websites

      6.11. Appendix 6 - Notable pharma sponsored patient communities

      6.12. Table 6: Pharma sponsored patient communities

      6.13. Appendix 7 – Pharma on LinkedIn

      6.14. Appendix 8 - Pharma presence on Flickr, Google+, SlideShare and Pinterest

    Additional Details

    Publisher

    FirstWord Pharma

    Publisher Information

    Reference

    31 |

    Number of Pages

    94

    Report Format

    PDF

    FirstWord Pharma Reports

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