优秀、结构科学的商务市场分析ppt模板：网络市场的增长和影响

1、Social media: Developing a strategy for pharmaDaniel GhinnDirector of Digital EngagementCreation HealthcareThe views and opinions expressed in the following PowerPoint slides are those of the individual presenter and should not be attributed to Drug Information Association, Inc. (“DIA”), its directo

2、rs, officers, employees, volunteers, members, chapters, councils, Special Interest Area Communities or affiliates, or any organization with which the presenter is employed or affiliated. These PowerPoint slides are the intellectual property of the individual presenter and are protected under the cop

3、yright laws of the United States of America and other countries. Used by permission. All rights reserved. Drug Information Association, DIA and DIA logo are registered trademarks or trademarks of Drug Information Association Inc. All other trademarks are the property of their respective owners. Disc

4、laimerInsurerPatientDoctorSpecialistMediaHospitalPharmaceutical companyThe Internet3Motivations to go onlinen= 32,000; Adults 16-64SOURCE: Breslauer, B. & Smith, T., October 2009. “Social media trends around the world! The GlobalWeb Index (GWI)”4% e-Patients by country Sample size: 5,183US: 1,000UK:

5、 1,078Germany: 1,000Russia: 1,081China: 1,024SOURCE: Health Influence in the Era of Public Engagement. Edelman, (January 2009)5Searching for health information after diagnosisQ: Right after you or a family member has been diagnosed with a condition or disease by a doctor, which of the following acti

6、ons do you take right away? Source: Health Study (N = 1,321) June 20106Searching for health information about chronic conditionsQ: Six months after you or a family member has been diagnosed with a condition or disease by a doctor, which of the following actions do you take right away? Source: Health

7、 Study (N = 1,321) June 20107Challenges for pharmaSocial media does not respect national or regulatory boundariesTwo-way engagement cannot be controlled like broadcast communicationsConsumers do talk about adverse events via social mediaThe landscape continually changes8Side effects mentions by ther

8、apy areaSOURCE: “Reportable Adverse Events and the Internet” Creation Healthcare, October 2010% of potentially reportable adverse events amongst mentions,by therapy area studied, after adjusting for spam and anomaliesOf these, a minority would require further investigation as possible reportable adv

9、erse events42%14%9Opportunities for pharmaLearn by measuring patient behaviourIncrease relevance of communicationsPlay a role as a stakeholder in public healthRespond to the rise of the e-patient10Online discussions about Parkinsons DiseaseLoc Elleboudt, UCB Pharma SA, Brussels, Belgium. Presented a

10、t the 2nd World Parkinson Congress, September 28-October 1, 2010; Glasgow, UKParkinsons Disease symptom map by grouped theme found in online conversations amongst people with Parkinsons and their carers11The power of conversationJohnson & JohnsonHealth Channel on YouTube12Overview: J&J Health Channe

11、lOver 2.4 million views since 2008Proactive engagement, interacting with comments: Puts a human face on the corporation and goes to core values of connecting with the customer, engaging and having 1-to-1 dialogue90-95% videos are not product specificSource of objective healthcare information1314Appr

12、oachEngaging proactivelyHonest and open stance on what is and isnt within the control of the company - plain English legalitiesConsistency in moderation of conversation;Allowing controversial content, but drawing the line on off-topic or inappropriate behaviorJust one part of J&Js engagement strateg

13、yLinked with Facebook; Twitter; Blogs15In their words16In their words17Their advice18Potential of patient communityTuDiabetespatient community19Overview20212223Observations24How it started25In their words26Making Sense of Diabetes27Making Sense of Diabetes28Making Sense of Diabetes29The strength of

14、collaborationPfizerCan You Feel My Pain?30Concept: Can You Feel My Pain?An awareness-raising and influencing campaign that exists online entirely in social mediaEngaging through connectors (patient groups)Multiple social media channels allow individuals to use preferred platforms31International & mu

15、lti-language Europe-wide social media strategy embracing multiple languagesRegional strategy; local implementationChannel-dependent approach to languagesSupports variations in local culture & channel preferences32Facebook in multiple languages33European e-petition34Engagement via Twitter35Cross-lang

16、uage communication through photography36Engaging through partnersPatient groups equipped to use social media channels to support strategyFlexible implementation options allow individual groups to support preferred channelsCollaborative awareness-raising adds value for each partner379 European patient groups equipped38Key stepsPlan for engagement its happening alreadySeek out oppor