How would Google do Pharma
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The document discusses how a pharmaceutical company like Google could operate using social media and digital technologies. It provides examples of how Boehringer Ingelheim has successfully used Twitter and YouTube to communicate with stakeholders and increase sales. It suggests Google could pursue pharmaceutical research and development, offer free self-diagnosis tools as well as premium subscription services for drug information and support.
How would Google do Pharma
- 1. How Would G o o g l e Do Pharma? by John Pugh
- 2. The Future
- 3. Adventures of a Social Media Explorer
- 4. 油
- 6. 油
- 7. 油
- 8. 油
- 9. 油
- 10. 油
- 11. 油
- 12. 油
- 13. Twitter
- 14. 油
- 15. What we tweet Headlines that link to approved press releases Links to digital resources Links to relevant media articles Dialogue, questions, answers
- 16. Why Boehringer tweet Communications led initiative Clear vision of stakeholders - Journalists
- 17. 油
- 18. Comparison JNJ 14% Roche 15% Astra Zeneca US 18% Types of followers Media: Editors, writers, publishers: 38.4% http://twitteranalyzer.com/ June 2009
- 19. Traditional PR
- 20. Boehringer Ingelheim (BI's) - the German pharmaceutical company - has just completed the first-ever full bore social media campaign touting the results of its RE-LY速 study - "the largest atrial fibrillation (AF) outcomes trial ever conducted." John Mack Pharma Marketing Blog
- 21. 200,906
- 22. YouTube
- 23. Content 6 core components mix of product, environmental and educational information Department of health stroke strategy NICE clinical guidance Product edetail CME programme GMS contract information KOL webcast on secondary stroke prevention
- 24. Effect on sales 26752 doctor interactions
- 25. Effect on sales 15.2% increase in sales
- 26. 7% market growth 8% competitor growth 22% product growth
- 27. How Would G o o g l e Do Pharma?
- 28. R&D
- 29. Pricing
- 30. Self diagnosis
- 31. Free community Ad served Premium service
- 32. Thanks
Editor's Notes
- #16: We tweet links to our press releases because they have the relevant disclaimers and have been through the appropriate approval processes. We link to press packs and other sources of information on our websites We link to articles written by journalists that we find interesting or relevant. We ask questions, engage in dialogue and try to learn from those that we follow.
- #17: I work in Communications or PR, and Im clear who my customers are: journalists. Twitter provides me with a channel on which I can communicate with journalists. Its a channel on which I can publish my messages but also listen to theres. The way our media institutions work now, is much different from just a few years ago. For example, news delivery has changed. Paper newspapers sales have dwindled, advertising profits are down and online offerings have taken over as the key point of news access. The way news is collected has also changed. Citizen journalists or bloggers, are either going to break the story or be part of the process. Turn around time is quicker, the content needs to be richer with video and imagery and dialogue is becoming increasingly important. News stories are breaking on Twitter and being discussed on Twitter, and we believe it is important to be part of that dialogue.
- #18: I asked my followers why they use Twitter. Diana Spencer UK journalist tweeted me: I find Twitter useful for getting the latest news in pharma, so regular updates of any product launches, approvals etc She goes on to say in another tweet: or maybe company comments in response to wider events, would be very handy!
- #19: This is the most important measure of success: How many of our followers are journalists. We dont have a perfect way to measure this yet and its reliant upon the tags users employ in their description. According to the free tool Twitter Analyzer: 38% of the people who follow us (ie people who have chosen to receive our messages) are either editors, writers or publishers. Is this normal To test I benchmarked against other pharma companies. JNJ with 14%, Roche with 15% and Astra Zeneca US with 18%. Now, of course this doesnt take into account who they are targeting, and its a guide only.
- #20: Which leads me on to the following point. Dont forget traditional methods. They still work. Include your twitter profile on press releases, websites and email signatures. Boehringer have been successful in attracting media attention for our Twitter activities: It also helps win approval internally but also attracts new followers.
- #21: I asked my followers why they use Twitter. Diana Spencer UK journalist tweeted me: I find Twitter useful for getting the latest news in pharma, so regular updates of any product launches, approvals etc She goes on to say in another tweet: or maybe company comments in response to wider events, would be very handy!