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Social Media
This expanded network can introduce physi- the latest campaign, while others glean in- Second, literacy in social media. This requires
cians to clinical practice variations by geography sights from the language patients use when brand teams and others to be familiar with the
and by institution, and provide unique clinical talking about their condition to help craft lexicon of social media and related analytics
insight not available otherwise. messages (e.g. rheumatoid arthritis patients (e.g., engagement metrics) so that sharing and
Physicians engage in social media for fewer calling themselves rheumies). Similarly, a evolution of ideas for social media initiatives
reasons than patients do, but the ability of clear pattern of frustration or confusion in pa- and traditional branding and marketing can
these networks to expand physicians clinical tients conversations can identify unmet needs, be efficient.
and practice understanding beyond their im- such as side effect management strategies, Third, discreet capabilities and resources allo-
mediate practice environment creates strong which can enable pharmacos to help physicians cated to interpret, understand, and apply the in-
hooks for physician engagement. manage patients better. formation garnered from social media listening.
The two case examples that follow give us a Social media research is not an add-on to a brand
Capturing Value from Social peek into how companies have used insights managers already-full slate; rather, it should be
Media Networks from social media insights that benefit the positioned as a mainstream form of gathering
patient, physicians, and the company. real insight on, consumers. This perpetuates an
With the growing use of social media by environment where brand team can experiment
both patients and physicians, it looks like one of CASE 1: In preparation for the launch of its new with new analytics and develop consistent social
the few dynamic, cost-effective ways to initiate anaphylaxis treatment, a top pharmaco sought media strategies linked to brand needs.
and maintain connection with a large number social media insights to understand allergy Finally, integration of social media insights
of key stakeholders (see Figure 1). However, the treatments and management techniques among into the brand planning process, specifically
lack of FDA guidance on social media (post- both patients and caregivers to shape its brand linking to both brand strategy and tactics. So-
poned in 2011) continues to create ambiguity strategy. Among the valuable insights gathered: cial media listening can provide guidance on
and risks of noncompliance, impeding pharma 25% of conversations on anaphylaxis are on online spend, search engine optimization as
companies full-range use of social media. parenting sites with mothers discussing child well as deployment of multichannel tactics
Nonetheless, early but limited forays such as allergies. This resulted in the company (e.g., patient education materials, e-sampling,
Johnson & Johnsons Psoriasis 360, CML Earth launching a nuanced marketing campaign to and e-details).
by Novartis, and Discuss Diabetes by Sanofi target mothers, a hitherto untapped segment.
show that the channel is effective for delivering Patients prefer existing auto-inject treatment, The increasing comfort with and use of social
valuable patient information. Additional social but dislike the pain associated with drug ad- media by providers and patients presents phar-
media-based efforts focus on increasing clinical ministration. The company therefore posi- macos with a golden opportunity to gain direct
trial recruitment for rare conditions and solicit- tioned its product as being a pain-free solu- feedback, learn more about their target cus-
ing ideas to solve internal R&D problems (e.g., tion to compete with the market leaders. tomers, and uncover concerns before they under-
the InnoCentive project). mine a product or brand. Understanding how
With regulatory uncertainty a barrier to di- CASE 2: A top pharmaceutical company the channel informs and shapes patient and
rect online dialogue with customers, we believe wanted to differentiate its branded Rx product physician thinking and decision-making is a crit-
that social media listening monitoring and in a new category anti-aging and used ical first step. However, the real value of social
measuring customer online conversations is social media to quickly understand consumer media will be realized when pharmacos go be-
the most feasible and valuable path for pharma- perceptions of brand, category, and marketing yond that to develop social media listening capa-
cos to leverage social media. This approach can messages. This resulted in reshaping of brand bilities that generate insights, and then translate
help companies generate real-time customer in- positioning because the company found: those insights into brand campaigns and strate-
sights from a motivated, highly segmented au- Consumers rarely use the term medical anti- gies that resonate more deeply with patients and
dience, and do so on a broad scale. aging. Instead they mention brands in the providers. PV
In our experience, however, most pharmacos context of objectives e.g. firming, tighten-
have not yet been able to capitalize on social ing. This resulted in the company refining Editors Notes: For more details on how to generate social
media listening because the insights are not un- its marketing lexicon to better reflect patient media insights as a critical input into your brand
derstood or applied. Structure and consistency conversation. strategies, please contact the authors of this paper:
are important in listening initiatives, and That the brand was being discussed prima- David Quigley (David_Quigley@mckinsey.com); Chinmay
McKinseys approach to generating useful so- rily on plastic surgery sites (two-thirds of Bhatt (Chinmay_Bhatt@mckinsey.com); Usman Rabbani
cial media insights is designed to capture data conversations) and under-represented on (Usman_Rabbani@mckinsey.com); Archana Jagannathan
and answers in response to four key questions: other anti-aging sites, compared with its (Archana_Jagannathan@mckinsey.com); John Whang
Who is engaging in conversation on a brand peer set. This resulted in a concerted cam- (John_Whang@mckinsey.com); and Melissa Davies
or therapeutic area? paign to capture conversation on female (Melissa.Davies@NMIncite.com).
Where are they engaging? beauty and weight-loss sites. Developed in close collaboration with NM Incite, a
. What management and treatment strategies Social media listening is not easy, but can Nielsen McKinsey company.
have they found helpful? be effective. In our experience productive social
. What are their unmet needs? media listening requires four key organiza- McKinsey & Company provides strategic, R&D,
Armed with answers to these questions, tional characteristics: operational, and commercial consultancy
companies can refine brand strategy and pa- First, an internal regulatory framework to services to pharmaceutical and medical
tient collateral, and even revise communica- help guide all social media activities by product companies.
tions with physicians. brand teams. This is easier said than done, { For more information,
There are already many examples of how given the lack of external regulatory guid- www.mckinsey.com/Client_Service/
listening has influenced brand strategies and ance, but once in place, companies can more Pharmaceuticals_and_Medical_Products/
tactics. Some relate to better understanding of easily define which listening activities to Expertise/Commercial
what patients and caregivers are saying about undertake and which to avoid.