Abstract
Report Description
The high and rapidly increasing popularity of social media platforms such as
Facebook, YouTube, and Twitter is expected to revolutionize the marketing
strategies employed in the pharmaceuticals industry. In addition to marketing,
an increasing number of pharma players have also begun leveraging these
platforms to enhance consumer relationships and improve brand management,
based on the market intelligence generated by monitoring and analyzing
user-generated content.
The ability to incorporate consumer feedback to develop new products is also
expected to initiate a strategic shift in the operational model of pharma
companies. Social media involvements are expected to increase product sales,
especially those of OTC drugs, in the long term. Novartis for instance has
already begun using Youtube and Facebook to enhance the sales for its OTC
drugs such as Comtrax, Orofar and Bufferin. J&J, one of the first pharma
giants to enter the social media space, has used online platforms for crisis
management - when the company recalled its products (Tylenol and Benadryl
tablets) it used social websites to apologize to consumers for irregularities
in its manufacturing plant found during FDA inspection.
Market estimates and forecast
The report provides in-depth social media usage in pharmaceutical industry and
analyses top 20 pharmaceutical players individually, for their social media
presence. Further effective social media strategies are discussed in detail
that can be useful in developing a successful social media campaign for
pharmaceutical market. Benefits, Risks and Future impact of social media are
analyzed separately. Geographic variations in terms of social media usage and
regulations are also covered.
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Table of Contents
EXECUTIVE SUMMARY
- SOCIAL MEDIA OVERVIEW
- KEY SOCIAL MEDIA TOOLS
- EFFECTIVE SOCIAL MEDIA STRATEGIES
- BENEFIT & RISK ANALYSIS OF SOCIAL MEDIA IN HEALTHCARE
- IMPACT OF SOCIAL MEDIA ON HEALTHCARE STAKEHOLDERS
- GEOGRAPHIC ANALYSIS OF USE OF SOCIAL MEDIA
- FUTURE IMPACT OF SOCIAL MEDIA
- CASE STUDIES OF TOP 20 PHARMACEUTICAL COMPANIES
1. INTRODUCTION
- 1.1 KEY TAKE-AWAYS
- 1.2 REPORT DESCRIPTION
- 1.3 SCOPE AND FORMAT
- 1.4 STAKEHOLDERS
- 1.5 RESEARCH METHODOLOGY
2. SOCIAL MEDIA OVERVIEW
- 2.1 INTRODUCTION
- 2.2 DRIVERS AND RESTRAINTS OF SOCAIL MEDIA USE IN PHARMACEUTICAL INDUSTRY
- 2.3 CONVENTIONAL MEDIA VS. ONLINE SOCIAL MEDIA
- 2.4 ROLE OF INTERNET IN HEALTHCARE
- 2.4.1 WEB 1.0 TO WEB 2.0
- 2.4.2 WEB 2.0 & HEALTH 2.0
- 2.5 SOCIAL MEDIA EVOLUTION IN HEALTHCARE
- 2.5.1 SOCIAL MEDIA: A STRATEGIC SHIFT IN COMMUNICATION CHOICES
- 2.6 USE OF SOCIAL MEDIA BY TOP PHARMACEUTICAL PLAYERS
- 2.7 SOCIAL MEDIA STRATEGIES USED BY TOP PHARMACEUTICAL PLAYERS
3. KEY SOCIAL MEDIA TOOLS
- 3.1 INTRODUCTION
- 3.2 TYPES OF SOCIAL MEDIA TOOLS
- 3.2.1 TWITTER
- 3.2.2 FACEBOOK
- 3.2.3 YOUTUBE
- 3.2.4 BLOGS
- 3.2.5 CONDITION-SPECIFIC COMMUNITIES
- 3.2.6 OTHER SOCIAL MEDIA TOOLS
- 3.3 COMPARATIVE ANALYSIS
4. EFFECTIVE SOCIAL MEDIA STRATEGIES
- 4.1 INTRODUCTION
- 4.2 DETERMINE THE RIGHT SOCIAL MEDIA MIX
- 4.2.1 DEFINE GOALS & TARGET AUDIENCE
- 4.2.2 EFFECTIVE LISTENING & MONITORING
- 4.2.3 USE MULTIPLE TOOLS
- 4.3 ENLARGE USER-BASE/ONLINE AUDIENCE
- 4.3.1 GENERATE TRAFFIC ON SOCIAL MEDIA
- 4.3.2 TRIGGER CONVERSATIONS TO EXPLORE BUSINESS OPPORTUNITIES
- 4.4 DEVELOP BRAND PERCEPTION
- 4.4.1 INTEGRATE OFFLINE & ONLINE CAMPAIGNS
- 4.4.2 BUILD CONSUMER ENGAGEMENT & TRUST
- 4.4.3 ONLINE VIDEO DISTRIBUTION
- 4.5 BUILDING CONSUMER COMMUNITIES
- 4.5.1 CREATE/SPONSOR COLLABORATIVE TOOLS
- 4.5.2 INCREASE TRANSPARENCY & RESPOND TO CRITICISM
- 4.6 INTEGRATE CONSUMER IN THE BUSINESS
- 4.6.1 INVOLVEMENT IN PRODUCT TESTING
- 4.6.2 RESPOND TO CONSUMER NEEDS/ISSUES
- 4.7 POLICES ON COMMUNICATING VIA SOCIAL PLATFORMS
- 4.7.1 DETERMINE THE RIGHT SPEAKERS
- 4.7.2 POST RELEVANT CONTENT
- 4.7.3 BALANCING ENGAGEMENT WITH PROMOTION
5. BENEFIT & RISK ANALYSIS OF SOCIAL MEDIA IN HEALTHCARE
- 5.1 BENEFIT ANALYSIS
- 5.1.1 MARKETING AND SALES
- 5.1.1.1 Business exposure and generation
- 5.1.2 CONSUMER RELATIONSHIP MANAGEMENT
- 5.1.2.1 Public relations
- 5.1.2.2 Consumer feedback and satisfaction
- 5.1.3 TREATMENT AND RX DECISIONS
- 5.1.4 OTHER BENEFITS
- 5.1.4.1 Recruitment for clinical trials
- 5.1.4.2 Enhancing health awareness
- 5.1.4.3 Criticism/crisis management
- 5.2 RISK ANALYSIS
- 5.2.1 INTELLECTUAL PROPERTY CONCERNS
- 5.2.2 PRIVACY AND SECURITY ISSUES
- 5.2.3 ACCOUNTABILITY/CONTENT VALIDATION
- 5.2.4 REGULATORY RISK MANAGEMENT
6. IMPACT OF SOCIAL MEDIA ON HEALTHCARE STAKEHOLDERS
- 6.1 INTRODUCTION
- 6.2 PHARMACEUTICAL/LIFESCIENCE COMPANIES
- 6.3 HOSPITALS
- 6.4 HEALTH-RELATED GOVERNMENT BODIES
- 6.5 HEALTHCARE PROFESSIONALS
- 6.6 PATIENTS/CONSUMERS
- 6.7 HEALTH INSURANCE PROVIDERS
7. GEOGRAPHIC ANALYSIS OF USE OF SOCIAL MEDIA
- 7.1 INTRODUCTION
- 7.1.1 TOTAL NUMBER OF INTERNET USERS AND INFRASTRUCTURE
- 7.1.2 SOCIAL MEDIA TRAFFIC
- 7.1.3 REGULATORY ENVIRONMENT FOR SOCIAL MEDIA USAGE
8. FUTURE IMPACT OF SOCIAL MEDIA
- 8.1 INTRODUCTION
- 8.2 INCREASE IN SOCIAL ENGAGEMENT OF PHARMACEUTICAL COMPANIES
- 8.3 CONSUMER ENGAGEMENT IN BUSINESS DEVELOPMENT
- 8.4 REINVENTION OF MARKETING AND SALES STRATEGIES
- 8.5 INNOVATION IN PRODUCTS AND SERVICES
- 8.6 SUPPORT TO SALES FORCE
- 8.7 ENHANCE BUSINESS OPERATIONAL EFFICIENCIES
9. CASE STUDIES OF TOP 20 PHARMACEUTICAL COMPANIES
- 9.1 INTRODUCTION
- 9.1.1 ABBOTT LABS
- 9.1.2 AMGEN
- 9.1.3 ASTELLAS PHARMACEUTICALS
- 9.1.4 ASTRA-ZENECA
- 9.1.5 BAYER PHARMACEUTICALS
- 9.1.6 BAXTER
- 9.1.7 BOEHRINGER INGELHEIM
- 9.1.8 BRISTOL MYERS SQUIBB
- 9.1.9 DAIICHI SANKYO
- 9.1.10 ELI LILLY
- 9.1.11 GLAXOSMITHKLINE
- 9.1.12 JOHNSON & JOHNSON
- 9.1.13 MERCK
- 9.1.14 NOVARTIS
- 9.1.15 NOVO NORDISK
- 9.1.16 PFIZER
- 9.1.17 ROCHE
- 9.1.18 SANOFI-AVENTIS
- 9.1.19 TEVA PHARMACEUTICALS
- 9.1.20 UCB
LIST OF TABLES
- TABLE 1. SOCIAL MEDIA PRESENCE OF TOP 20 PHARMACEUTICAL COMPANIES
- TABLE 2. SOCIAL MEDIA PRESENCE OF TOP 5 PHARMACEUTICAL COMPANIES
- TABLE 3. TRAFFIC ON POPULAR SOCIAL PLATFORMS FOR TOP 5 COMPANIES
- TABLE 4. DISEASE AREA FOCUS OF TOP 5 PHARMACEUTICAL PLAYERS ON
SOCIAL MEDIA
- TABLE 5. DISEASE FOCUS AND OBJECTIVES OF TOP 20 PHARMACEUTICAL
COMPANIES ON SOCIAL MEDIA
- TABLE 6. ABBOTT SOCIAL MEDIA PRESENCE
- TABLE 7. AMGEN SOCIAL MEDIA PRESENCE
- TABLE 8. ASTELLAS SOCIAL MEDIA PRESENCE
- TABLE 9. ASTRA-ZENECA SOCIAL MEDIA PRESENCE
- TABLE 10. BAYER SOCIAL MEDIA PRESENCE
- TABLE 11. BAXTER SOCIAL MEDIA PRESENCE
- TABLE 12. BOEHRINGER INGELHEIM SOCIAL MEDIA PRESENCE
- TABLE 13. BMS SOCIAL MEDIA PRESENCE
- TABLE 14. DAIICHI SANKYO SOCIAL MEDIA PRESENCE
- TABLE 15. ELI LILLY SOCIAL MEDIA PRESENCE
- TABLE 16. GSK SOCIAL MEDIA PRESENCE
- TABLE 17. J&J SOCIAL MEDIA PRESENCE
- TABLE 18. MERCK SOCIAL MEDIA PRESENCE
- TABLE 19. NOVARTIS SOCIAL MEDIA PRESENCE
- TABLE 20. NOVO NORDISK SOCIAL MEDIA PRESENCE
- TABLE 21. PFIZER SOCIAL MEDIA PRESENCE
- TABLE 22. ROCHE SOCIAL MEDIA PRESENCE
- TABLE 23. SANOFI AVENTIS SOCIAL MEDIA PRESENCE
- TABLE 24. TEVA SOCIAL MEDIA PRESENCE
- TABLE 25. UCB SOCIAL MEDIA PRESENCE
LIST OF FIGURES
- FIGURE 1. IMPACT OF WEB TECHNOLOGY DEVELOPMENT ON PHARMACEUTICAL
INDUSTRY
- FIGURE 2. TYPES OF WEB 2 TOOLS USED FOR HEALTH 2
- FIGURE 3. BENEFITS OF HEALTH 2.0 FOR HEALTHCARE INDUSTRY AND
PATIENTS
- FIGURE 4. SHIFT OF COMMUNICATION MODEL FROM TADITIONAL MEDIA TO
SOCIAL MEDIA
- FIGURE 5. RELATIVE TIME OF INITIATING SOCIAL MEDIA EFFORTS BY TOP
10 PHARMACEUTICAL PLAYERS
- FIGURE 6. YOUTUBE AND TWITTER ENTRY TIME OF TOP 5 PHARMACEUTICAL
PLAYERS
- FIGURE 7. NUMBER OF VIEWS/FOLLOWERS OF KEY SOCIAL MEDIA TOOLS BY
TOP 5 PHARMACEUTICAL PLAYERS
- FIGURE 8. OBJECTIVES OF SOCIAL MEDIA USAGE AND PHARMACEUTICAL
PLAYERS' INVOLVEMENT
- FIGURE 9. RELATIVE ADOPTION OF SOCIAL MEDIA STRATIGIES BY TOP 5
PHARMA PLAYERS
- FIGURE 10. QUALITATIVE ROI FROM SOCIAL MEDIA TO PHARMACEUTICAL
INDUSTRY
- FIGURE 11. TWITTER INVOLVEMENT OF TOP 20 PHARMACEUTICAL COMPANIES
- FIGURE 12. OBJECTIVES OF TOP 20 PHARMACEUTICAL COMPANIES ON TWITTER
- FIGURE 13. FACEBOOK INVOLVEMENT OF TOP 20 PHARMACEUTICAL COMPANEIS
- FIGURE 14. OBJECTIVES OF TOP 20 PHARMACEUTICAL COMPANIES ON FACEBOOK
- FIGURE 15. YOUTUBE INVOLVEMENT OF TOP 20 PHARMACEUTICAL COMPANIES
- FIGURE 16. OBJECTIVES OF TOP 20 PHARMACEUTICAL COMPANIES ON YOUTUBE
- FIGURE 17. BLOGS INVOLVEMENT OF TOP 20 PHARMACEUTICAL COMPANIES
- FIGURE 18. STEPS TO INITIATE SOCIAL MEDIA INVOLVEMENT
- FIGURE 19. RELATIVE INVOLVEMENT IN SELECTING RIGHT SOCIAL MEDIA MIX
- FIGURE 20. BENEFITS FOR PFIZER AFTER COLLABRATION WITH SERMO
- FIGURE 21. SOCIAL MEDIA PLATFORMS
- FIGURE 22. RELATIVE INVOLVEMENT IN ENLARGING USER BASE
- FIGURE 23. BENEFITS OF HIGHER TRAFFIC FOR DIFFERENT STAKEHOLDERS
- FIGURE 24. PROCESS OF STARTING SOCIAL MEDIA CONVERSATION WITH
CONSUMERS
- FIGURE 25. RELATIVE INVOLVEMENT IN DEVELOPING BRAND PERCEPTIONS
- FIGURE 26. INTEGRATING ONLINE & OFFLINE MARKETING CAMPAIGNS
- FIGURE 27. RELATIVE INVOLVEMENT IN BUILDING CONSUMER COMMUNITIES
- FIGURE 28. CONSUMER ENGAGEMENT AND SERVICES ON SOCIAL WEB
- FIGURE 29. RELATIVE POLICY RATINGS FOR SOCIAL MEDIA INVOLVEMENT
- FIGURE 30. SELECTING THE RIGHT SOCIAL MEDIA SPEAKERS
- FIGURE 31. FEATURES OF EFFECTIVE SOCIAL MEDIA CONTENT
- FIGURE 32. BALANCING SOCIAL MEDIA COMMUNICATION
- FIGURE 33. BENEFITS OF SOCIAL MEDIA
- FIGURE 34. METHODS OF CONTENT VALIDATION
- FIGURE 35. SOCIAL MEDIA IMPACT ON PHARMACEUTICAL COMPANIES
- FIGURE 36. MAXIMISING CONSUMER RESPONSE FOR PHARMACEUTICAL COMPANIES
- FIGURE 37. GLOBAL DISTRIBUTION OF INTERNET USERS
- FIGURE 38. INTERNET PENETRATION RATE IN DIFFERENT GEOGRAPHIES
- FIGURE 39. AVERAGE TIME SPENT ON SOCIAL WEBSITES IN DIFFERENT
GEOGRAPHIES
- FIGURE 40. CONSUMER RESPONSE AND PRODUCT DEVELOPMENT
- FIGURE 41. SOCIAL MEDIA INVOLVEMENT OF TOP 20 PHARMACEUTICAL
COMPANIES
