Bernoff is going to help us better understand and leverage social technologies. Pharma's current position in social technology is unique. No issue makes us want to connect more than the issues we have around our health, they're looking for support around the subjects they have. A major road block for the pharma industry is that it is very regulated.Win in a world transformed by social technologies...not just jumping in, but developing a long term strategy for your company to succeed. Social media changes very rapidly, and it's impossible to keep up with the latest technology.
Groundswell - A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.
You company sends marketing messages out to consumers. Now, they're collaborating together to determine if the products are good. As a company, you can't block it, but you can join in on the conversation.
The four step Groundswell approach is:
P - People - Assess your customers, patients and doctors social activities. What tools and technologies do they use?
O - Objectives - Decide what you want to accomplish. Why are you setting up your community? You can then measure your objective. S - Strategy - Plan for how relationships with customers will change. This is a new and permanent relationship.
T - Technologies -- Decide which social technologies you want to use.
He goes over the social technographs later when assessing people. Be sure to check this out in his new book. As for those participating, age is a great way to predict who are using the tools online. The diseases with the most social participation online is mood disorder other than depression, and the lowest level of participation online is osteoporosis. The level of men and women online doesn't really change. As for medical professionals, they are participants but produce very little content. Groundswell activities include listening, talking, energizing, supporting and embracing, all of the ideas that come from your customers.
Listening: MD Anderson's community for their cancer patients
Energizing: Gardisil on Facebook
Supporting: AstraZeneca
Embracing: My Starbucks Idea
It's important to educate the professionals in the Pharma field, network with those in your company who want to do it, talk to your legal group early, and a few others. You can also connect with third party companies such as MedMD. Make sure that your target market is working with social media.
Find out more about the presentation here:
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