Académique Documents
Professionnel Documents
Culture Documents
Pharmaceutical Environment
Newly diagnosed patients chat and bond over shared experiences; advanced and new patients alike exchange opinions on everything from their disease to their drugs within an open, diverse and highly motivated community.
Social media whether Facebook, Twitter, viral messages or blogs has gripped the public imagination, created its own language, and given rise to a new form of communication.
Key roles
orchestrator Marketplace & SCM
Marketplace leader
Is it time for the pharmaceutical industry to take the advice of some of its critics and use the new "social media" tools available to it and extricate itself from its situation of declining ROI?
Readiness
Unique regulatory environment. Corporate culture.
Knowledge.
4 Steps
Monitor & Learn Educate Stakeholders and Related Teams. Make Content Valuable, Relevant, and Consistent
Evolve to a more open community dialogue quickly if the regulatory review workload proves easily manageable.
Objectives
Ensuring that the branded blog is compliant with fair balance regulations by developing a brief statement of common drug side effects that appears in the blog.
Regularly reviewing reports of adverse events, and incorporating those that are identifiable and credible into existing reporting protocols. Carefully vetting blog material written by company employees, marketing services firms, etc. to ensure it complies with the product label. Establish a policy on editorial control of blog comments with disclaimers, site use policies, and internal policies and procedures to avoid inadvertently endorsing off-label uses discussed in comments.
CONCLUSION
By opening up research data and providing customer interactive and social applications it is possible to reach horizons never thought of by utilising social media marketing to its fullest. I believe the right dose of Pharma engagement plays an important part in this revolution.
CONCLUSION
The firm must define key performance indicators based on what they want to get out of a social media strategy, whether its creating awareness of product, building relationships with key opinion leaders to foster brand advocacy, gaining market insights from physician and consumer conversations, or other objectives. And the job isnt over once these metrics are established there should be a cycle of measurement and optimization in place to make sure that initiatives adjust accordingly and are ultimately worthwhile.
REFERENCES
1. http://social.eyeforpharma.com/marketing 2.http://social.eyeforpharma.com/story/social-media-forums-and-pharma-industry 3. http://www.news.pharma-mkting.com/PMNSupplementSocMediaMkting.html 4. (www.herceptin.com/community). 5. www.childrenwithdiabetes.com 6. (www.facebook.com/pages/WomenHeart-Strong-Heart/62833170782). 7. (http://twitter.com/Boehringer) 8.(http://twitter.com/Novartis) 9. http://www.surveys.pharma-mkting.com/SMM-Readiness.html 10. http://www.adotas.com/2009/01/pharma-companies-and-social-mediamarketing/ 11.http://www.brandweek.com/bw/content_display/currentissue/ e3ie08aadb553c2ade9caea50c91352c7aa 12.http://getbetterhealth.com/do-pharmaceutical-companies-have-social-mediaanxietydisorder/ 2010.03.28