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
professional and patient communities
Puchase Reasons
Key Benefits
platform, so social media needs to be part of an integrated marketing strategy.
Key Questions Answered
Who Should Read This Report
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. Pharmas 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&Js use of Twitter
3.7. J&Js use of YouTube
3.8. Pfizer
3.9. Boehringer Ingelheim
3.10. AstraZeneca
3.11. AstraZenecas use of Twitter
3.12. Eli Lilly && Co.
3.13. Novo Nordisk
3.14. Novo Nordisks 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
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This report is published by FirstWord Pharma
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