Social Networks & Pharma. Industry(Iranian Pharma. Marketing Revisited)

Kaveh YazdifardNov. 2009

“Ideas that spread, win.”

Seth GodinMarketing

Guru

Social Networks

4LERO ©2009 | Eoin Whelan

Six Degrees of Separation• Stanley Milgram – 1967• Omaha, Nebraska to

Boston, Massachusetts • Duncan Watts – 2001

– Email– 49,000 senders, 19

receivers

5LERO ©2009 | Eoin Whelan

The Tipping Point: How Little Things Can Make a Big Difference

Malcolm Gladwell 2000

• How does a new fashion spread?1. Few People Rule2. Stickiness Factor3. Context Power

6LERO ©2009 | Eoin Whelan

Social Network Theory

…demonstrates that the ties and relationships between individuals – and not the attributes of the individuals themselves – are what really matter!

• “Tools for Collaboration and Networking within and beyond the Enterprise” – Collaboration: a recursive process where two or

more people or organizations work together toward an intersection of common goals

– Networking: business opportunities are created through networks of like-minded business people.

– Enterprise Architecture: the organizing logic for business processes and IT infrastructure reflecting the integration and standardization requirements of the firm’s operating model.

Social Networking

Limitless Social Networks Connect Virtually Everyone

And you can build your own with Ning

The art of : • Listening,• Learning,

•and Sharing!

• Business-oriented directory• For professional networking.• 40 million users, 170 industries (May 2009)

“More than once, I relied on LinkedIn to make contacts…LinkedIn succeeded where all other marketing attempts failed.”

• 200 million members, 170 countries, 35 languages• 50% of users over age 35! • Web and cell phone apps• After “friending,” direct communication line without

spam filters, emails to open and save.• “Communications” platform text, photos, video, etc.

I don’t use email with family and friends anymore.”

The Vatican -- Pope 2.0, www.pope2you.net

• ~35 million users

• “Microblog” tweets of 140 characters

• “Follow” and be followed (or not)

• Restricted or open access

• Info pushed instantly to browsers and cell phones via text (SMS) messages, special apps

• Include links to more information

• “Ambient awareness” Glimpse into daily routines of one’s network

• “Super fresh” Web

Emerging Applications of Social Net’s

• Social networking between businesses• Social Networks in the Science communities• A communication tool for teachers and

students • Students networking with professionals for

internship and job opportunities

Not For Kids Only!“…nearly all of the recent growth in social

networking have come from older people.” – Pew Research Center, April 2009

Using Social Networks

4/2009 12/2007

∆

18-29 Year Olds 70% 67% 4%

30-39 year olds 43% 21% 104%

40-49 year olds 29% 11% 164%

50-64 year olds 16% 6% 167%Source: Adweek.com 5/27/2009

Okay. What Can This Do For Our Business?

Networks & Marketing

Average Products for the average people?

Mass

Marketing

Ottaku

Who will easily ignore you? Who does care?

Advantages for Our Business

• Open A Door, Start A Conversation• Learn What They Think, Feel, Do• Solicit Input• “Share” Knowledge/Ideas• “Post” To Provoke Conversation• Publish Your Expertise• Follow Your Customers• Do Good + Be Visible

• Reconnecting• Winning Over New Buyer• Build Brand Awareness• Differentiate Yourself• Instant Info To Everyone• Harness A Large Team• The Power Of Friends, A Team

Advantages for Our Business (cont’d)

10 tips for a successful social media/marketing experience

1. Today’s consumer wants to express him/herself, but without you (the brand) dictating how.

2. Use social media and social networking as a way to listen to consumers.

3. Treat your relationships with consumers as long-term conversations.

4. Bring consumers into your inner circle. 5. Find incentives to encourage participation. 6. Learn to view your customers in a different light

7. When things go wrong, don’t try to cover up; don’t make false excuses.

8. Participate intelligently in the online social community.

9. What do your customers or brand enthusiasts care most about?

10. Leverage your people as online community leaders.

10 tips … (Continued)

Social Net’s & Pharma. Companies

Pharma. Industry

• Sales and marketing in pharma is traditionally a very expensive affair.

• Regulatory agencies exert significant control over the interaction.

• Pharma companies are extremely protective of the intellectual property (IP)

Perspective of Pharma. Marketing

• Quite simply social media significantly reduces the costs associated with engaging with consumers.

• This nullifies 2 of the issues above as it enables pharmaceutical companies to move the communication with their consumers prior to NDA approval since there isn't the huge financial risk associated with traditional media.

Traditional Mindset

Currently the impact of this is being underestimated for two reasons:– The sales and marketing departments are isolated

towards the end of the drug development process having very little contact with their research and development colleagues, and

– Without an actual marketable product the sales and marketing departments are at a loss as to what to sell.

بازار جدید های فرصت و اجتماعی های شبکهدارو

Top 10 Pharma. Efforts In Social Media

1. Johnson & Johnson2. Glaxo-Smith-Kline3. Bayer4. Sanofi-Aventis5. Novartis

6. AstraZenecaUS7. Bristol-Myers Squibb 8. Roche9. Pfizer 10. Boehringer Ingelheim

Hence;

• It's no longer enough to simply sell products to consumers; it's no longer good enough just to have the sales and marketing people talking to their consumers after the drug development cycle is over.

• Engaging with your consumers from idea generation, through lead development and candidate selection, into the clinical phases and finally into sales and marketing is inevitable