Twitterama Webinar

Agenda

Webinar Agenda

11:00AM

To Tweet or Not to Tweet: What Pharma Needs to Know Before Engaging in Twitter

Shwen Gwee, Lead Business Analyst,Health Informatics and New Media, VERTEX PHARMACEUTICALS

Intro to Twitter

  • How it works- Technical basics- Dispelling myths (eg. it’s just a time-suck)

Statistics

  • Adoption/Growth- Markets and demographics

Who’s Doing What on Twitter

  • Types of tactical objectives- Examples from outside industry (eg. Customer Support, Marketing, PR/Comms, etc.)- Examples from Pharma/HC (eg. PharmaCo’s,TrialX, PolarWisdom, Hospitals, etc.)

Intro to Hashtags, Summize, and Twitter Apps

  • Examples from conferences, twitter discussions (#HCSM), etc.
  • Twitter Apps (eg. T weetdeck/Twhirl, T wello, T witter Analytics, Qwitter, etc.)

Examples of Viral Twitter Crises: Motrin Moms and AmazonFail

Tips for adopting/implementing Twitter in Pharma

  • Understanding the culture (look before you leap)- Addressing key issues (frameworks and guidelines, etc.)- Start small, start internally- Resources for additional info

11:45     

15 Minutes of Questions for Shwen

12:00

We’re Doing it and So Can You: Lessons Learned from a Pharma Company that Uses Twitter

Jonathan Pugh, Director, External Communications, Boehringer-Ingelheim

Why Pharma Doesn’t Tweet

  • Typical objections: fear of adverse event reporting, fear of litigation, time pressures in marketing, belief that its not a suitable channel.
  • Pharma employee poll on usage of Twitter
  • Stats on who uses or doesn’t use Twitter

Why pharma should tweet

  • A communications channel to tell the truth
  • A way to listen to stakeholders

Boehringer Ingelheim’s approach to Twitter

  • Overarching strategy (Twitter isn’t a strategy it s a tactic)
  • Fish where the fishes are
  • Virtuous loops of information

Our Target Groups

  • Patients and why we should communicate
  • Journalists- changing expectations
  • Journalist poll on usage of Twitter - number who use or don’t use Twitter

How we are success full in attracting these groups

What Are We Tweeting?

  • Press releases
  • Links to web resources
  • Articles written by journalists or bloggers
  • Engage in dialogue / “harmless banter”
  • CSR activities

How to measure success?

  • Number of followers
  • Twitter ranking
  • Press articles

Annual Press Conference Live Tweet-Case Study

  • What we did and how we did it
  • Getting buy-in
  • Success criteria
  • Key Learning’s

 

12:45 Q&A with Shwen & John

1:30 Webinar Concludes