Thinking Pharma Thoughtware: Pharma Social Media – Trouble in Grandstand

[Rebecca Caroe]

Ever watched two kids splitting hairs about something that they are actually both agreed upon and then mum arrives to sort things out and somewhat misses the point completely?
The principles inherent in a recent blog post interchange between Jonathan Richman, Fard Johnmar and John Mack reminds me of such a situation.

Richman’s suggestion for Pharma’s engagement with Social Media were criticised by Johnmar as being too tactical and needed a more strategic perspective.
Rickman’s blog-post stimulus was his “boredom” with the “tired” discussion about Social Media in Pharma.
He tried to move the debate forward.
Yes, they are both on the same side disagreeing about strategies versus tactics to achieve the same game outcome?

That is Pharma’s lack of engagement with Social Media.

Then the ‘Mum’ arrived, in the form of John Mack, who tried to take the high ground by suggesting that the key Pharma Team players, namely the brand managers can’t think strategically and that Social Media is relevant only at a Pharma corporate not at a brand level.
His rationale is that Social Media is about building relationship with people which, in his opinion, is not relevant to a Pharma brand but is at a Pharma corporate level?
Let’s try and get a sense of perspective about this clearly important debate.

The Rickman-Johnmar Perspective
Johnmar’s perspective of the need for Pharma to take a strategic Social Media viewpoint is to:
o “Improving corporate or brand reputation
o Gaining greater competitive insights
o Forging deeper and more fruitful customer relationships
o Powering and improving research and development efforts”
No argument from Thinking Pharma there.
Richman’s perspectives on Social Media are that Pharma should:
o “Create a game for the Wii Fit that helps your patients manage their disease and begin a proper exercise and fitness regimen.
o Get rid of your brand website.
o Add ratings and reviews to your brand site.
o Install Google Friend Connect.
o Allow patients to share their history with Google Health (or Microsoft HealthVault).
o Add features to your site that allow patients to track their condition and compare with others.
o Hire five “community managers” to help fix your online reputation.
o Create a portal allowing physicians to get every piece of clinical information related to your product and its indication in one place.
o Kick people out of your CRM program.
o Implement OpenID on your website wherever you require registration.”

No Argument from Thinking Pharma there either – maybe some practical advice can produce results.
Albeit, Thinking Pharma would ask WHY Pharma isn’t employing these strategies and tactics?

The Mack Perspective
John Mack does address the WHY question.
But, on reading his answers I was shocked.
John, brand managers don’t care about their brand and then their corporation they care about their careers – they care about themselves – on that subject they do have a longer-term perspective.
And, as much as Social Media combined with their brand or corporation can further that personal cause, then they are relevant.
As to brand relationships with people not being relevant – I almost fell of my chair.
To Mack’s Lipitor example: I take Lipitor, given its relative close off-patent status, I would suggest that Lipitor wants a personal relationship with me.
Moreover, if Lipitor is my the treatment I want a relationship with it and other patients in the same situation.
I don’t care about Pfizer! Why would I?
I want support, empowerment, engagement, and knowledge etc about something that is important in my life and potentially for the rest of my life.

John, I agree, that Pharma should definitely consider the cost-effectiveness of Social Media.
But, the Social Media strategies and tactics that can be employed are key influencers on that front.
To suggest there is a mis-match between Social Media and the designs of Pharma marketing leaves me ….?

The Real Point
Is Pharma reading these blog-posts?
Are our arguments, goading, insults, taunts, encouragements, etc making any difference?
Surely it doesn’t matter what works on any one day, whether it be suggestions of particular strategies or tactics – if it helps Pharma realise that in Social Media there is a powerful communications phenomena available that it appears to be ignoring, which can make a difference, that is all that matters.
Or, was all of this just an exercise in inter-blog stimulation.
Bloggers, trying find an angle and stir a response in the rarified atmosphere of Pharma blog-posting.
Well I suggest that we all continue to endeavor to move the debate/game forward as Jonathon Rickman suggests hopefully in a true Thoughtware style.
‘Dad’

[CC-Conrad Clyburn-MedForeSight]

Rebecca,

Interesting debate. I think it translates, as well, to other industry verticals in advanced medical technology. The relationship, that will surely grow, between industry and social media will be intriguing to watch. Thank you for the thought "fulfilling" post.

CC