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

Socialmedia:DevelopingastrategyforpharmaDanielGhinnDirectorofDigitalEngagementCreationHealthcareTheviewsandopinionsexpressedinthefollowingPowerPointslidesarethoseoftheindividualpresenterandshouldnotbeattributedtoDrugInformationAssociation,Inc.(“DIA”),itsdirectors,officers,employees,volunteers,members,chapters,councils,SpecialInterestAreaCommunitiesoraffiliates,oranyorganizationwithwhichthepresenterisemployedoraffiliated.ThesePowerPointslidesaretheintellectualpropertyoftheindividualpresenterandareprotectedunderthecopyrightlawsoftheUnitedStatesofAmericaandothercountries.Usedbypermission.Allrightsreserved.DrugInformationAssociation,DIAandDIAlogoareregisteredtrademarksortrademarksofDrugInformationAssociationInc.Allothertrademarksarethepropertyoftheirrespectiveowners.DisclaimerDrugInformationAssociation=32,000;Adults16-64SOURCE:Breslauer,B.&Smith,T.,October2009.“Socialmediatrendsaroundtheworld!–TheGlobalWebIndex(GWI)”%e-PatientsbycountrySamplesize:5,183•US:1,000•UK:1,078•Germany:1,000•Russia:1,081•China:1,024SOURCE:HealthInfluenceintheEraofPublicEngagement.Edelman,(January2009)SearchingforhealthinformationafterdiagnosisQ:Rightafteryouorafamilymemberhasbeendiagnosedwithaconditionordiseasebyadoctor,whichofthefollowingactionsdoyoutakerightaway?Source:About.comHealthStudy(N=1,321)June2010SearchingforhealthinformationaboutchronicconditionsQ:Sixmonthsafteryouorafamilymemberhasbeendiagnosedwithaconditionordiseasebyadoctor,whichofthefollowingactionsdoyoutakerightaway?Source:About.comHealthStudy(N=1,321)June2010ChallengesforpharmaSocialmediadoesnotrespectnationalorregulatoryboundariesTwo-wayengagementcannotbecontrolledlikebroadcastcommunicationsConsumersdotalkaboutadverseeventsviasocialmediaThelandscapecontinuallychanges‘Sideeffects’mentionsbytherapyareaSOURCE:“ReportableAdverseEventsandtheInternet”CreationHealthcare,October2010%ofpotentiallyreportableadverseeventsamongstmentions,bytherapyareastudied,afteradjustingforspamandanomaliesOfthese,aminoritywouldrequirefurtherinvestigationaspossiblereportableadverseevents0%10%20%30%40%50%60%70%80%90%100%OthermentionsSideeffects42%14%OpportunitiesforpharmaLearnbymeasuringpatientbehaviourIncreaserelevanceofcommunicationsPlayaroleasastakeholderinpublichealthRespondtotheriseofthee-patientOnlinediscussionsaboutParkinson’sDiseaseLoïcElleboudt,UCBPharmaSA,Brussels,Belgium.Presentedatthe2ndWorldParkinsonCongress,September28-October1,2010;Glasgow,UKParkinson’sDiseasesymptommapbygroupedthemefoundinonlineconversationsamongstpeoplewithParkinson’sandtheircarersThepowerofconversationJohnson&JohnsonHealthChannelonYouTubeOverview:J&JHealthChannelOver2.4millionviewssince2008Proactiveengagement,interactingwithcomments:•Putsahumanfaceonthecorporationandgoestocorevaluesofconnectingwiththecustomer,engagingandhaving1-to-1dialogue90-95%videosarenotproductspecificSourceofobjectivehealthcareinformationApproachEngagingproactivelyHonestandopenstanceonwhatisandisn’twithinthecontrolofthecompany-plainEnglishlegalitiesConsistencyinmoderationofconversation;•Allowingcontroversialcontent,butdrawingthelineonoff-topicorinappropriatebehaviorJustonepartofJ&J’sengagementstrategy•LinkedwithFacebook;Twitter;BlogsIntheirwordsIntheirwordsTheiradvicePotentialofpatientcommunityTuDiabetespatientcommunityOverviewObservationsHowitstartedIntheirwordsMakingSenseofDiabetesMakingSenseofDiabetesMakingSenseofDiabetesThestrengthofcollaborationPfizerCanYouFeelMyPain?Concept:CanYouFeelMyPain?Anawareness-raisingandinfluencingcampaignthatexistsonlineentirelyinsocialmediaEngagingthroughconnectors(patientgroups)MultiplesocialmediachannelsallowindividualstousepreferredplatformsInternational&multi-languageEurope-widesocialmediastrategyembracingmultiplelanguagesRegionalstrategy;localimplementationChannel-dependentapproachtolanguagesSupportsvariationsinlocalculture&channelpreferencesFacebookinmultiplelanguagesEuropeane-petitionEngagementviaTwitterCross-languagecommunicationthroughphotographyEngagingthroughpartnersPatientgroupsequippedtousesocialmediachannelstosupportstrategyFlexibleimplementationoptionsallowindividualgroupstosupportpreferredchannelsCollaborativeawareness-raisingaddsvalueforeachpartner9EuropeanpatientgroupsequippedKeystepsPlanforengagement–it’shappeningalreadySeekoutopportunitiesDon’tignorethechallengesAskthedifficultquestionsCollaboratewithcolleaguesResearch&discoverwhatyourcustomers&stakeholdersaredoingonlineDani[e-mail]@EngagementStrat