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Pharma & Social Media:

Pharma & Social Media Jean-Bernard DELBARRE [email protected] Antoine POIGNANT, MD [email protected]

web 2.0 / time spent:

web 2. 0 / time spent 4 Source: comScore Media Metrix

PowerPoint Presentation:

And the winner is.. FB ! Avant Après

People are taking the lead:

People are taking the lead

Revolution for marketers?:

Revolution for marketers?

Revolution for marketers?:

Revolution for marketers?

Revolution for marketers?:

Revolution for marketers?

Marketing 1.0:

Marketing 1.0 Industrial age Selling the factory’s output to all who want it Standardize and scale up Lowest price possible to be more affordable “ Any customer can have a car painted any color he wants so long it is black Henry Ford

Marketing 2.0:

Marketing 2.0 Information age Product value define by customers Customers differ greatly in their preferences Marketers should segment Customer centric approach The consumer centric approach implicitly assumes the view that consumers are passive targets of marketing campaigns

PowerPoint Presentation:

Dans un univers passablement absurde il y a quelque chose qui n'est pas absurde, c'est ce que  l'on peut faire pour les autres André Malraux

Marketing 3.0:

Marketing 3.0 Values-driven era Consumers are considered as whole human beings with minds, hearts, and spirits Consumers are looking for solutions to theirs anxiety about making the globalized world a better place Look for companies that address their deepest needs for social, economic, and environmental justice in their mission, vision, and values

Marketing 1.0, 2.0, 3.0:

Marketing 1.0, 2.0, 3.0 Marketing 1.0 Product centric marketing Marketing 2.0 Consumer – oriented marketing Marketing 3.0 Values driven marketing Objective Sell products Satisfy and retain the consumers Make the world a better place Enabling forces Industrial revolution Information technology New wave technology How companies see the market Mass buyers with physical needs Smarter consumer with mind and heart Whole human with mind, heart and values Key marketing concept Product development Differentiation Values Company marketing guidelines Product specification Corporate and product positioning Corporate mission, vision and values Value propositions Functional Functional and emotional Functional, emotional and spiritual Interaction with customers One-to-many transaction One-to-one relationship Many-to-many collaboration

One of a major force that shapes Marketing 3.0:

One of a major force that shapes Marketing 3.0 New wave technology Cheap computers and mobile phones Low cost internet Open source

What changed?:

What changed?

Analog vs. Digital Interactions:

Analog vs. Digital Interactions

Twitter semantic monitoring:

Twitter semantic monitoring

Health Specific Social Sites:

Health Specific Social Sites

Meamedica.fr:

Meamedica.fr

From marketing to meaning:

From marketing to meaning

From marketing to meaning:

From marketing to meaning

From marketing to meaning:

From marketing to meaning

From marketing to meaning:

From marketing to meaning

From marketing to meaning:

From marketing to meaning

From marketing to meaning:

From marketing to meaning

What does that mean for the brand ?:

What does that mean for the brand ?

From marketing to meaning:

From marketing to meaning

From marketing to meaning:

From marketing to meaning

E-detailling / France :

E-detailling / France Les chiffres Source CSD PROMOTION

E-detailing ?:

E-detailing ? Envoi courrier de présentation du programme Prise de RDV par téléphone auprès de la cible Le jour du RDV et fonction des disponibilités du praticien Information médicale par un(e) délégué(e) médicale par téléphone et ADV interactif via internet @ Envoi courrier de remerciements + ACT + Fiche poso

Et quand peut-on y avoir recours?:

Et quand peut-on y avoir recours? Utilisations mixtes et à de nombreuses étapes du cycle de vie du médicament ALTERNATIVE RENFORT VACANCY MANAGEMENT SUR- PRESSION Gros potentiels NON VUS CONDITIONNEMENT DE MARCHÉ

Quid des facteurs clés de succès de ce média?:

Quid des facteurs clés de succès de ce média? Intégrer l ’ e-detailing dans un mix média cohérent : les actions on-line doivent bénéficier des actions off-line Optimiser la coordination visite médicale à distance et forces de vente terrain : les 2 médias sont complémentaires et non concurrents Comme toute campagne de visite médicale, l ’ e-detailing se construit et s ’ enrichit en cycles et en chainage de vagues de contacts Pour intéresser un médecin à un programme à distance il est essentiel de lui proposer des services utiles à la pratique L ’ e-detailing de par les médias qu ’ il mixte doit proposer des supports de visites interactifs mais surtout un argumentaire interactif indispensable pour créer le dialogue avec le médecin

Pourquoi et comment mixer les médias?:

Pourquoi et comment mixer les médias? Parce que les médecins sont comme nous et ne sont pas tous sensibles aux mêmes médias Parce qu ’ offrir un choix de vecteurs d ’ informations plutôt qu ’ une seule alternative entraine plus facilement l ’ acceptation Parce que le choix conforte l ’ impression que le service est personnalisé et que l ’ offre est adéquate à ses propres envies Parce que la combinaison des médias dans le temps favorise la mémorisation des messages et accentue l ’ effet de rémanence

Comment mixer les médias? :

Comment mixer les médias? Envoi courrier de présentation du programme + 1 service au choix Prise de RDV par téléphone auprès de la cible : priorité propositionde visite couplant tél+web Pour les non acceptants : recueil de leur avis sur vos services et : proposition d ’ inscription en self-detailing :e-visite, e-learning… OU Proposition d ’ envoi de services par courrier Self-detailing: e-visite, e-learning, RP en ligne + option de web call back pour avoir un délégué médical au tél @ Envoi fiche poso + proposition de services carte T+ option de web call back pour avoir un délégué médical au tél Information médicale par un(e) délégué(e) médicale par téléphone et ADV interactif via internet Pour les acceptants sur le créneau horaire de leur choix Envoi fiche poso + courrier et remis de remerciements+ proposition de services carte T

Pharmacy on line:

Pharmacy on line

PowerPoint Presentation:

What will be the future? On line Prescription on line Status quo

New marketing principles with new technology/media: Social media:

? New marketing principles with new technology/media: Social media

Questions !:

Questions ! FaceBook Linkedin Twitter Foursquare Quora

Social media is an open conversation:

Social media is an open conversation Dick Verton

How pharma will join the conversation?:

How pharma will join the conversation?

What people want to talk about in health?:

What people want to talk about in health?

How pharma will join the conversation?:

How pharma will join the conversation? Source : Synthesio 2010

Culture challenges:

Culture challenges Pharma values Risk averse Heavily regulated Closed, security focused Controlled access to data Authoritative, heavily filtered Remote voice Long lead times IP closely guard Marketing-dependent Social media values Risk taking Open to all Transparent Sharing culture Wisdom of crowd Personal voice Rapid deployment Open source Marketing-suspicious

PowerPoint Presentation:

51

PowerPoint Presentation:

52

Social media pharma What already exist?:

Social media pharma What already exist?

Social Media @ CDC:

Social Media @ CDC

Social MashUps : www.Paper.li :

Social MashUps : www.Paper.li

Social MashUp : Paper.li :

Social MashUp : Paper.li

Social Networks:

Social Networks

What does that mean for the brand ?:

What does that mean for the brand ?

Clustermed:

Clustermed

Social Networks:

Social Networks

Physicians Social Networks:

Physicians Social Networks

Diseases information Social Networks:

Diseases information Social Networks

Social Networks : reference managers:

Social Networks : reference managers

Social Networks : reference managers:

Social Networks : reference managers

Evolution of Business Processes Modeling:

Evolution of Business Processes Modeling Customer processes developed from the company standpoint (customer life cycle for the company) Process centric – adapt and optimize processes to support better customer interaction Focused on CRM processes Company processes developed from the customer standpoint (company life cycle for the customer) Conversation centric – include the conversation factor to establish brand community, enable idea capturing and better segmentation Focused on the evolution of CRM processes and resulting impacts in the value chain CRM 1.0 CRM 2.0 Establishing need Experience Sharing impressions Decision Marketing Sales Customer Service Support processes Operation processes Value Expansion Targeting Retention Acquisition Expansion Targeting Retention Acquisition

Evolution of Organizational Mindset:

Evolution of Organizational Mindset Innovation comes from one specialized source within the company (innovation group) Frontline employees communicate targeted messages for transactional operations Innovation is gathered from all employees as they are closely connected to the final customer and to each other via internal web 2.0 tools. Customers are in the center of the innovation cycle. Frontline and non frontline employees engage conversations including new customers in the context and rerouting conversations. New set of employee skills needed. ! ! ! ! Interaction Conversation Contribution Transaction Feedback Employee Customer Employees Customers CRM 1.0 CRM 2.0

Putting Social CRM to work: Understand Social Influence in CRM Building Blocks and transform it...:

Putting Social CRM to work: Understand Social Influence in CRM Building Blocks and transform it... Strategy Operations Organization Social Influence The Social Influence changes the traditional CRM building blocks and requires companies to work towards a Social CRM concept composed by Social Strategy, Social Operations and Social Organization

PowerPoint Presentation:

76 Diabetes Social Game

PowerPoint Presentation:

77 Diabetes Social Game

Synchronize Social Networks:

Synchronize Social Networks

#hcsmeu WTF !?:

#hcsmeu WTF !?

www.search.twitter.com:

www.search.twitter.com

IGR:

IGR

Corporate Blogging:

Corporate Blogging

Pharma Marketing Community:

Pharma Marketing Community

Business case biotherapy:

Business case biotherapy 86

Biothérapies:

Biothérapies 87

Biothérapies:

Biothérapies 88

Key Points:

Key Points 89

Key points:

Key points

Key points:

Key points

Key points:

Key points