What should pharma use Social Media for
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Transcript of What should pharma use Social Media for
Social Mediawhat should pha
rma do with it?
René van den [email protected]: renedigiredo
SMI Social Media in PharmaLondon, 26 January, 2011
Lynn Perry
source: Charlene Li and Josh Bernoff, Groundswell, winning in a world transformed by social technologies, Harvard Business School Press, 2008
Lynn prostate cancer > metasteses to bone, lungs, epiglottisMDACC: $125 mln proton therapy cancer treatment center
Waiting - but Lynn’s time is more precious that MDA’sDespite hospital rankings, patients walk away
Waitin for the doctor seems to be everybody’s experience
Example of opinions and experiences shared through the internet in all directions
>500.000.000
>65.000.000/day
>35hr/min
listen
and now we starting to learn how to deal with itfrom business perspective...
listen
Link
and now we starting to learn how to deal with itfrom business perspective...
listen
Link
and now we starting to learn how to deal with itfrom business perspective...
engage
Link
Bayer’s Levitra
engage
Link
connect
Link
Alli of GSK, community and also on Facebook, Twitter and YouTubeBut are we really using SM to its full potential? Or can’t we?
...are we? Reg are limiting SM use, how to extend to DMU’s?Attitude issue: glass half full or empty
Social Media is the
catalyst for a
cultural revolution
Not only social, but digital media as a whole...and if this is too left-wing progressice fo you...
Social Media is the
catalyst for a
cultural change
...let’s change the wording
trendsproduct-technical innovation
generic pressurereputation pharma industry
The current situation for pharma
0 20 40 60 80 100
Transparent and honest practice
Company I can trust
High quality products and services
Communicates frequently
Treats employees well
Good corporate citizen
Prices fairly
Innovator
Top leadership
Financial returns
reputation
source: Edelman Trust barometer 2010
Remarkable: Transparent and honest practice above High quality products and services
trendsproduct-technical innovation
generic pressurereputation farma industrie
digital revolutionpower-to-the-people
communities & collaboration health 2.0
and off course the dgital revolution...resulting in health 2.0
health 2.0
Search
Self-mgttools
Socialnetworks
source: The Past & Future of Health 2.0 | www.health2advisors.com
Health 2.0: the use of social software and lightweight tools to promote communication and collaboration between all stakeholders of the industrySelf mgt tools: personalize and analyze content and data
Link
some examples
Link
Link
health 2.0
user-generatedhealthcare
users connectingto providers
partnerships toreform delivery
data drivesdecision and
discovery
source: The Past & Future of Health 2.0 | www.health2advisors.com
Development of the healthcare industry:Health 2.0 = partnerships and collaborationQuestion: are we able to follow this trend?
our needs
phyisiological
safety
belonging
self esteem
self actualization
respectconfidence
masteryfreedom
realize potential
familyintimacy
friendship
security of health, property, work etc
waterfood sex sleep
source: Wikipedia, Maslow’s hierarchy of needs
theory from way back: Maslow pyramid of needs in the 50’s of 20th century
what motivates us?
Biological
Extrinsic
eat, drink, sleep, sex
reward & punishment
source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)
Biological
Extrinsic
eat, drink, sleep, sex
reward & punishment
source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)
1950’s: Harry Harlow
1950’s: Harry Harlow
source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)
Link
what motivates us?
Biological
Extrinsic
Intrinsic
eat, drink, sleep, sex
reward & punishment
joy, happiness, passion
source: Harry F. Harlow et al, “Learning Motivated by a Manipulation Drive,” Journal of Experimental Psychology (1950)
Numerous behavioural scientists have proven this: intrinsic rewards lead to better performance and satisfactionbut business has never adopted it
what motivates us?
Autonomy
Mastery
Purpose
the desire to be selfdirected
the urge to get better at things
the desire to give purpose to what we do
source: Daniel Pink, Drive, the surprising truth about what motivates us, Canongate Books, 2010
Link
The 3 elements of true motivation
Atlassian
Example: every quarter employees can work on any subject they like for 24hr, as long as they present their results during a fun meeting at the end of the 24 hr: the best products and solutions are developed during this 24 hrs
generation yflexible work arrangements
recognition for a job well done
working in a great team
giving back to society through work
source: Sylvia Hewlett: The ‘Me’ Generation Gives Way to the ‘We’ Generation, Financial Times June 18 2009
This is what motivates the new workforce
generation y>16 hours/week online
all members of online social networks
> 53 online friends
Aquaintences51%
Close friends11%
Online friends38%
and this is their online behaviour
At home
Work
but this is their experience at work
At homeWork
so is this
babyboomers vs gen y
16 9
For every 16 babyboomers retyring, there’s only 9 GenY to replace them
How to get our business into the
21st century?
enterprise 2.0communicationbusiness model
enterprise 2.0
the use of emergent social software
platforms within companies, or between
companies and their partners or customers
“
“
source: Wikipedia, Enterprise 2.0
enterprise 2.0
expertise location
corporate blogging
corporate wiki’s
internal community platforms
ideation
source: Wikipedia, Enterprise 2.0
Andrew McAfee at SXSW 2010
enterprise 2.0
Link
enterprise 2.0
knowledge sharing and retention
improvement internal communication
idea generation and innovation
experience with social media
crisismanagement
Δ culture
communication
listen
respond
engage
socialize
comm. not exclusively for comm depts
Brian Solis at SXSW 2010
communication
Link
experienceco-creation
services
business model
innovative productscommodities
com
petit
ion
cust
omer
nee
ds
pricesource: Rob Halkes (Van Spaendonk Management Consultants), Pharma towards a new commercial model, personal communication
diffe
rent
iate
dge
nera
l
not r
elev
ant
rele
vant
low high
New business model: partnerships with HC stakeholders
business model
HC service environment, focussing on patients’ needs
collaborative platform for HC stakeholders
grounded on up-to-date technological means and based on internet facilities
data drives decision and discovery
source: Rob Halkes (Van Spaendonk Management Consultants), Pharma towards a new commercial model, personal communication
experienceco-creation
All of this thanks toSocial
Media?
Δculture
empowermentengagement
bottom-up
UGC
collaboration
motivatepower2people
weE2.0
manager
interactive
wisdom of the crowdno control autonomy
purpose
mastery
experiment & learngive up control
engage & collaboratebuild a strategy
rethink carrots and sticks
profit is more a catalyst than an objectivepharma: taking care of most important asset of people: their health
Link
Lynn Perry died June 2009, donated his body to MD Anderson
"In retrospect, all revolutions seem inevitable.
Beforehand, all revolutions seem impossible."
Michael McFaulUS National Security Council
[email protected]: renedigiredo
www.digiredo.nldigiredo.wordpress.com