Pharmaceuticals and Life Sciences Advisory Establishing a ... · Defining Social Media...
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Establishing a Social Media (Monitoring) Program Max Duprat, Director, Life Sciences Advisory October 20, 2010 Pharmaceuticals and Life Sciences Advisory
Transcript of Pharmaceuticals and Life Sciences Advisory Establishing a ... · Defining Social Media...
Establishing a Social Media (Monitoring) Program
Max Duprat, Director, Life Sciences Advisory
October 20, 2010
Pharmaceuticals and Life Sciences Advisory
The Case for Establishing a Social Media Program
Introduction
Social Media in Context
Video Sites
Social Networks
Blogs
Micro-Blogs
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Today there are over 300* unique social media related sites dedicated to healthcare and pharma
* Source: http://www.doseofdigital.com/
Social Media in Pharma: The Challenge and the Opportunity
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The Challenge
The Opportunity
Transforming Relationships and
Developing Industry Trust by Association
With Established Communication
Bi-Directional Exchange
of Information within a Regulated
Speech Industry
Utilizing Business Processes Built
for a Less Dynamic Model to
“ Real Time” Social Media
Separating Insight from Noise to make Social Media Data
Valuable
Connecting with Customers in this
Growing and Dynamic Channel
Expanding the Reach Of Customer Communication by Going Where the Customers Are
The Social Media Monitoring LandscapeThe list of listening tools and services continues to grow
5http://wiki.kenburbary.com/Source:
Search
Strategic Activities to Get Started
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Identifying the Stakeholders and Initiative Leaders
A comprehensive organizational approach is
essential to set clear direction, gain adoption,
mitigate risk and establish the
support systems to implement
and operate social media
Assessing Social Media Uses, Value and Risk
Develop fan base
Product information
Buzz/Tribal Marketing
Counter mis-information
Brand Protection
Competitive insight
Product-specific risk
Patient support community
Non-branded tactics
Develop trust and credibility
Target segment insight
Product class risk
Corporate goodwill
Recruiting
Business Development
Scientific Exchange
Corporate branding
Corporate security
Catastrophic events
Mitigate risk and litigation
Therapeutic Area(non-branded)
Enterprise(corporate brand)
Participate
Listen
Product(product branding)
Area of Business Focus
Leve
l of E
ngag
emen
t
Lead
Customer Segment Focus: HCPs, Consumers, Other Customers
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Defining the Objectives
Clarifying the Social Media Environment
Ownership/Maintenance
Public Niche/Qualified
Unedited Reviewed/ Edited
Open Specific
Pharma Manufacturer
3rd Party
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Audience
User Generated Content
Content/Community of Interest
Strategy Operations
Technology
Brand Teams
HCP Marketing
Consumer Marketing
Brand PRLegal
External Counsel
Privacy
Drug Safety
Regulatory
Senior Management
Medical Affairs
Risk & Compliance Marketing
Analytics
Application Development
IT Project Management
Corporate PR
InfrastructureWeb Development
Corporate Security
Service Applications
PR Agency
HCP Agency
DTC Agency
Interactive Marketing
Monitoring Vendors
Corporate Security
Adverse Events
Risk & Compliance
Social Media Program
Assessing the Organizational Impact
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HR
External resources
Defining Social Media Participation
Establishing the Foundation of the Organization’s Social Media Guidance
What groups within the organization will participate and for
what purpose
What are the various roles of the participants- observer, active
participant, leader and/or moderator
and what parameters will dictate the role
How does participation vary by internals roles and
functional areas
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Defining the External Universe
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Developing the Social Media Guidance
Social MediaTeam
Social Media Participation
Social Media Universe
Social MediaBusiness Value and
Risk
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A Systematic Approach for Establishing a Program
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Operationalizing Social Media
Operating Model
Implementation Plan
Process Integration
Monitoring and
Reporting
Assess Performance
Strategic Activities
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Integrating Social Media Processes into the Business
Key Processes
Content Conversion Processes
Communication Template Design and Approval Processes
Data Collection Processes
Data Integration Processes
Social Media Interaction Design
and Approval Processes
New Social Media
Initiative Processes
Drug Safety Reporting Processes
Data and Reporting Access
Processes
Social Media Event MLR Processes
Social Media Response Decision
and Approval Processes
Security Reporting
Processes
Privacy Processes
Social Media Team Escalation Processes
PR Escalation Processes
Regulatory Escalation Processes
Legal Escalation Processes
Communication, Drug Safety, Security, Regulatory and Legal Training
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Establishing a Social Media Monitoring and Reporting Model
Social Media Data
Significant Volume
Highly Unstructured
Broad Variability
Data Model
Data Filtering
Data Synthesis
Data Analysis
Development Operations
Reports & Insight
Plan to integrate social media
data into existing reporting
environments
Rules based technology to bring
relevance plus surveillance
for adverse event and regulatory
monitoring
Filtered data is categorized in preparation for
analysis in accordance with
data guidance and processes
Social media data is analyzed for
patterns, insights and value and risk
parameters
Standard andad-hoc reports
to assess participation
framework, business insight and process
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Closing Comments
pwc
Max DupratDirector, Life Sciences Advisoryemail: [email protected]: 917-405-4816www.pwc.com/us/pharma
