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1. An untapped value proposition for the Pharmaceutical Industry in Singapore
AMRITHA CHOTTAKURIEN
SHLOKA SHETTY

2. 2

3. Agenda
3

4. Topic Introduction
Research Objective
Pre-review Progress
Literature Review
Research Methodology
Secondary Research
4

5. Challenges
Primary Research
Conclusions and Implications
Limitations of study
Future scope of study
Key Learnings
5

6. Topic Introduction
Research Objective
Pre-review Progress
Literature Review
Research Methodology
Secondary Research
6

7. Research
Methodology
Domain Industry
Our Area Of A Need-Gap
Interest Analysis
7

8. Topic Introduction
Research Objective
Pre-review Progress
Literature Review
Research Methodology
Secondary Research
8

9. To study whether Social Media is an untapped value proposition for the
Singaporean Pharmaceutical Industry from a consumer and industry
perspective
Interview Information Information
Action Needed Use
• Get reactions of • Find out customers’ • Pharma industry will
patients, doctors & preferences, rationale, use the findings to
pharma industry feelings, and beliefs leverage the full
experts who use social about the use of social potential of social
media media by pharma media in an effective
companies manner
9

10. Topic Introduction
Research Objective
Pre-review Progress
Literature Review
Research Methodology
Secondary Research
10

11. Need to broaden
scope to benchmark
In Qualitative with best practice
research, need to
create summary with
Compare and contrast Q & A
key success factors and
areas in context of
Singapore
Need to enhance
credibility at the
study by adding
more relevant
statistics
11

12. Topic Introduction
Research Objective
Pre-review Progress
Literature Review
Research Methodology
Secondary Research
12

13. From a consumer’s
Social media has become
Social media restores the perspective, SNS
an important factor in
balance of power enhances
influencing various
between buyers and communications and
aspects of human
sellers provides credibility for
behavior
brands
Lot of underutilized Develop and maintain a
Great many challenges and potential and an social media voice for
opportunities untapped market in life sciences
place organizations
13
Sources on References slide

14. Topic Introduction
Research Objective
Pre-review Progress
Literature Review
Research Methodology
Secondary Research
14

15. 15

16. Topic Introduction
Research Objective
Pre-review Progress
Literature Review
Research Methodology
Secondary Research
16

17. Secondary Research
59% use social media for 6 hours or more 58% have an active corporate Facebook account
Fortune 500
33% use for 11 or more hours weekly companies 62% have an active corporate Twitter account
15% of marketers spend more
than 20 hours each week on
social media
One of the most evolved
social media markets in
Weekly time the world
Singapore
commitment
72% saw a boost in
turnover due to social 65% primarily active on
channels Facebook
83% agreed that social media is
43% noticed an improvement in effective for marketing
sales due to social campaigns
23% growth for Facebook when compared
91% saw improved website traffic Benefits to 2010
79% are generating more quality leads 17
Source: M. Stelzner. (2012, Apr). How Marketers Are Using Social Media to Grow Their Businesses. 2012 Social Media Marketing Industry Report.

18. Secondary Research
Singapore embarked on its Biomedical Sciences (BMS) initiative in 2000
BMS is the second-largest manufacturing cluster
Health care Pharmaceuticals Biotechnology Medical
Technology
7 of the world's top pharmaceutical and biotechnology companies have invested in 30 commercial-scale
manufacturing facilities in Singapore
8 of the top 10 pharmaceutical have their regional headquarters in Singapore to drive business expansion
in Asia 20

19. Secondary Research
Goods Producing
Industries – 6.8%
Business Other Services 90%
Services, 2.7% Industries, 6.7%
Manufacturing, 7.6%
Construction, 2.6%
Wholesale & Retail
Trade, 1.1%
Finance & Transportation &
Insurance, 9.1% Storage, 4.7%
Services Producing
Industries – 4.4% Accommodation &
Food Services, 5.8%
Information &
Communications, 1.5
%
Note: All data from 2011
22
Source: Ministry of Trade and Industry Singapore. (2012, May 17). 2012 GDP Growth Forecast Maintained at 1.0 to 3.0 Per Cent. Performance of the Singapore Economy.
Retrieved from http://www.singstat.gov.sg/news/news/gdp1q2012.pdf

20. Secondary Research
25.00% 2011 GDP Percentage by Industry at Current Market Price
19.64%
GDP Percentage
20.00%
16.32%
15.00% 13.28%
11.23% 10.70%
10.00% 7.70%
5.00% 3.90% 3.37%
1.41% 2.23%
0.03%
0.00%
Industries in Singapore
Series1
23
Source: Singapore Department of Statistics. (2012). Gross Domestic Product By Industry. Retrieved from http://www.singstat.gov.sg/stats/themes/economy/ess/essa11.pdf

21. Secondary Research
Total Output Value Added
8% 11%
9% 16%
10% 30% 29%
34% Biomedical Manufacturing = 22%
9% Pharmaceuticals + Medical 13% 9%
Technology
Electronics Electronics
Chemicals Chemicals
Biomedical Manufacturing Biomedical Manufacturing
Precision Engineering Precision Engineering
Transport Engineering Transport Engineering
General Manufacturing Industries General Manufacturing Industries
24
Source: Economic Development Board. (2012). Gross Domestic Product By Industry. Retrieved from http://www.singstat.gov.sg/stats/themes/economy/ess/aesa93.pdf

22. Secondary Research
25
Source: Retrieved from http://www.edb.gov.sg/edb/sg/en_uk/index/industry_sectors/healthcare/facts_and_figures.html

23. Secondary Research
Activity
• Sanofi-Aventis, Novartis, Boehringer Ingelheim, Pfizer/Wyeth and Roche seem to be leading the pack
• Not so active groups: AstraZeneca (also have an English and French fan page), Teva, GSK (French fan
page), Lilly, JNJ, and Pfizer
Members
• Sanofi (US) and Novartis both set up official fan pages with 1500+ members
Employee Activism
• Boehringer Ingelheim, Roche, Novartis and Wyeth with Facebook groups of 500+ members
Negative Sentiment
• Number of unofficial pharma groups expressing negative sentiment towards many company
Country Groups
• Egytian and Turkish country groups seem to exist for basically every pharma company
27
Source: Retrieved from www.facebook.com

24. Johnson & Johnson
• Provides useful and interesting
content about the company
• Fosters an open and respectful
dialogue relating to the specific issues
and topics covered in their posts
• Place for community members to
connect with our company
• Learn about our Corporate initiatives
and programs
• Content available is for informational
purposes only
• Not intended to be a substitute for
professional medical
advice, diagnosis, or treatment
28
Source: Johnson & Johnson Network. Retrieved from https://www.facebook.com/jnj
Source: Johnson & Johnson Social Media. Retrieved from http://www.jnj.com/responsibility/Our_Social_Media

25. 29

26. Pfizer
• Active and responsive on all major social
networking platforms.
• News, announcements, or information
• Pfizer Ends Social Media Bid For Trial
Recruitment
• Pfizer helps its employees better
understand and use social media
Pfizer states that “some people
remain reluctant about using social
media to sign up to participate in
trials, even though they use the
Internet to gather information about
needed medications and research
into diseases”
30
Source: Retrieved from http://econsultancy.com/sg/blog/10437-growing-pains-pfizer-tackles-social-media and http://www.pharmalot.com/2012/06/pfizer-ends-social-media-bid-for-
trial-recruitment/

27. 31

28. As long as no brand name
is mentioned, this is a
completely acceptable
form of promotion
according to Health
Canada
32
Source: Retrieved from http://marketing4health.ca/tag/pfizer/

29.  Several companies like Merck (@merckcareers1) and AstraZeneca (@JoinAstraZeneca and
@AstraZeneca Jobs) have decided to boldly go where no other pharmaceutical companies have
gone before and are beginning to experiment with Twitter as a recruiting tool
33

30. 34

31. Challenges
Primary Research
Conclusions and Implications
Limitations of study
Future scope of study
Key Learnings
35

32. Challenges
• Highly regulated industry
• Advertising laws did not anticipate social media
• Failure of the FDA to issue regulatory guidance
• Companies penalized for misleading promotional activities
• Agency for Science, Technology and Research (A*STAR)
• Economic Development Board (EDB)
• Health Sciences Authority (HSA) and Ministry of Health
36

33. Challenges
• Singapore Association of
• Identity theft
Pharmaceutical Industries (SAPI)
Industry
• Potentially damaging information
Privacy
• Code of Marketing Practices
• Negative financial impact
• Self-discipline within the industry
• Misused medical data
• Communication to the public
• Misdiagnosed illnesses and erroneous
medical advice
37
Source: Singapore Association of Pharmaceutical Industries (SAPI). Retrieved from http://www.sapi.org.sg/mktg.htm#GeneralPrinciples

34. Challenges
Primary Research
Conclusions and Implications
Limitations of study
Future scope of study
Key Learnings
38

35. Primary Research
For In-depth Interview For Survey
Doctors
Expats
Pharma companies PR
Patients
Locals
Hospital
Health insurance
companies
Social Media Audience Profiles Singapore Demographics 39

36. Primary Research
Family Physician Medical Officer, Alternative Therapist
General Hospital
Presence online Presence on any social On Facebook and online Facebook Not on any social
networking site forums - aesthetic networking site
treatments rather than
medical treatments
Purpose of using Personal use only To keep in touch with NIL
social media friends and family
To make professional
and business contacts
To have discussions
with other
physicians/doctors
Customer Patient interactions Apprehensive because Patient confidentiality NIL
Relationship on SNS he considers it too Prefers face to face
Management personal a platform to interactions
interact with patients Unethical and
inappropriate
40

37. Primary Research
Family Physician Medical Officer, Gen Alternative Therapist
Hosp.
Level of Trust and Apprehensions of Personality Distortion Privacy risks. Patient Not on social media
Confidence using social media confidentiality should
not be breached
Government ease on SAPI strict regulations Doctors or health care Doesn’t believe it will
regulations laid down by industry professionals misusing happen because these
players themselves. Do social media should be things take time and
not think they’ll change dealt with strictly. So very strong reasons
it. regulations are needed need to be there to lead
to any kind of change
Reasons for Life Doctors follow the Probably due to the Too personal and not
Sciences absence on practice of best regulatory environment for such information
SNS evidence sharing
Disseminating Activities that can be NIL General information Promote alternate
Information & done regarding side effects, lifestyle and inform not
Creating Awareness uses and opinions only on allopathy
regarding alternatives
41

38. Primary Research
 Number of Interviewees : 12 Brand trust is determined by
 Age range : 23 – 38 yrs personal experience
 Time spent online : 5 hrs / day online reviews
word of mouth
 Time spent on Social Media Platforms:
recommendations
2 hrs / day
brand age
feel good factor associated with
Revelations brand
 9 out of 12 respondents said that pharmaceutical & biomed companies
should be on Social Media platforms
 12 out of 12 respondents stated that their first point of contact for any
medical related issue will be their doctor
 Present on SNSs to connect, be informed and share information

39. Primary Research
DOs Create awareness about viral diseases and
epidemics
Address public issues related to the company
be it negative or positive
Educate the community
DONTs
Manipulate information to
Tie up with credible bodies like WHO to spread promote products
awareness and show support
Help Self Diagnose
Share success stories of people and drugs
Increase awareness about the brand and
market their brand effectively
Daily tips to promote a healthy lifestyle

40. Ray Kerins, Pfizer VP
Worldwide Communications
“Regulations are needed
Companies are wanting to have regulations
because they want to do it right”
“Only the government is not responsible for
setting these regulations, even industry players
must get into the conversation”
44

41. Primary Research
Cluster Analysis
Factor Analysis Cross Tabulation
46

42. Gender-wise Breakup Income-group Breakup
Less than $20,000 SGD
31% 26% $20,001 to $30,000
41%
SGD
59% 9% $30,001 to $60,000
14% SGD
14%
6% $60,001 to $100,000
SGD
Male More than $100,001
SGD
Female
Do not wish to disclose
Note: Income is annual salary 47

43. Marital Status Breakup Age-wise Breakup
Single Married Other 70%
Percentage of Respondents
60%
1% 50%
40%
36%
30%
20%
63% 10% Series1
0%
Age Group
48

44. Weekly time spent on Social Networks
50%
45%
Percentage of time spent
40%
35%
30%
25%
20%
15%
10%
5%
0%
0-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 More
hours hours hours hours hours hours hours hours than 41
hours
Series1 48% 17% 11% 10% 7% 2% 3% 0% 2%
49

45. Social Network Preference
140
120
No of Respondents
100
80
60
40
20
0
Facebook Twitter LinkedIn Google+ Other
Series1 126 64 92 79 13
Social Media Platforms 50

46. Factors that drive to trust a brand
Variables Factors Cluster 1 Cluster 2 Cluster 3
Age of Brand Quantifiable 0.31497 0.61019 -0.36361
measures of brand
Financial
Performance of
(Factor 1)
Brand
Recommendations Proven Brands -0.21238 -1.38306 0.50889
Personal Experience
(Factor 2)
with Brand
Review posts Online presence of -1.02529 0.96465 0.38264
regarding brand Brand
Social Media (Factor 3)
presence of Brand
51

47. Factors that drive to trust a brand
Cluster: Online Presence of Brand
Age-wise Break up Gender-wise
Under 18 years 18-29 30-39 40-49 More than 50
Male Female
11% 5% 5%
Weekly time spent on social media 47%
26% 0% 53%
53% 5%
11%
11% 47%
5% 16%
5%
0-5 hrs 6-10 hrs 11-15 hrs 16-20 hrs
21-25 hrs 26-30 hrs 31-35 hrs More than 35 hrs 52

48. Factors that drive to trust a brand
Cluster: Online Presence of Brand
 53% of the cluster comprises of people fall in the age group 18-30 years
 63% of the cluster spend 0-10 hours on social media every week
 This cluster equally represents both the sexes
Pharma companies stand to increase brand reputation
by being on social media by targeting this cluster
53

49. Sharing of health information through social media
Health related activities
50
45
No of Respondents
40
35
30
25
20
15
10
5
0
Post about your Comment about Share health- Trace and share Support a Don’t do due to
health your health related videos or your health health-related Privacy issues
experiences or experiences or images symptoms or cause
updates updates behavior
54

50. Sharing of health information through social media
Variables Factors Cluster 1 Cluster 2 Cluster 3
Doctors Medical Experts 0.95677 0.03947 -0.48834
Medical Forums
(Factor 1)
Health Insurance Medical related -0.10184 1.44425 -0.59178
Company Companies
Pharmaceutical (Factor 2)
Company
Patients Patients/Peer -0.75888 0.33366 0.22512
(Factor 3)
55

51. Sharing of health information through social media
Cluster: Patients/Peer
Gender-wise Breakup Age-wise Breakup Martial status-wise
Under 18 years 18-29 Breakup
30-39 40-49
Above 50 20
No of respondents
43% 15
0%
0%
57% 11% 10
25% 5
64% 0
Single Marrie Other
Male d
Series1 17 10 1
Female
56

52. Sharing of health information through social media
Break up of Respondents  People are more likely to share
information with other patients
25%
52%  Example: Pfizer tackles Social
23% Cluster 1 Media (slide no. 28)
Cluster 2
Cluster 3
Pharma companies should not probe customers for their personal
health information 57

53. Trusting health information received through social media
Variables Factors Cluster 1 Cluster 2 Cluster 3
Doctors Medical Experts 0.29458 0.74093 -1.01984
Medical Forums
(Factor 1)
Health Insurance Medical related -0.07962 0.15714 -0.13735
Company Companies
Pharmaceutical (Factor 2)
Company
Patients Patients/Peer 1.54715 -0.48876 -0.29474
(Factor 3)
58

54. Cluster 2 Cluster 3
Gender-wise Breakup Gender-wise Breakup
47% 46%
53% 54%
Male Male
Female Female
Weekly time spent online by
respondents over 21 years
21%
Cluster 2
79% Cluster 3
59

55. Trusting health information received through social media
 People are more likely to trust
Breakup of Respondents
information posted by:
o pharmaceutical and health
20% insurance companies
37%
Cluster 1 o doctors and medical forums
Cluster 2  Disseminating Information
43%
Cluster 3
 Online community and disease
group forums
Pharma companies should look at sharing and disseminating
information that customers are seeking 60

56. Customers’ wants from Pharma companies on social media
Variables Factors Cluster 1 Cluster 2 Cluster 3
Connect with other Information -0.2 -0.20670 0.28237
customers Exchange
Get product/service
updates (Factor 1)
Share links to
content
Learn more about Organizational -0.579 -0.68449 0.86811
business Information
organization
(Factor 2)
Post Complaints Issue Redressal 0.93292 -1.21278 -0.03659
(Factor 3)
61

57. Customers’ wants from Pharma companies on social media
 Approximately 75% of the
Breakup of Respondents respondents want to:
 learn more about the organization
34%  the pharma company to address
41%
their issues effectively
Cluster 1
Cluster 2
25% Cluster 3  Example: J&J (slide 27) and GSK
Pharma companies must focus on customer relationship activities
62

58. Product Information sharing by Pharma brands on social media
Variables Factors Cluster 1 Cluster 2 Cluster 3
Information on New and emerging 0.43423 -0.43904 -1.15496
drugs in trial phase pharma products
Clinical trial
updates (Factor 1)
Side effects due to Effects of drugs -0.13029 -0.82771 0.9462
drug
Expert review of (Factor 2)
drug
Drug Content Drug content -0.32876 1.462 0.16844
Information information
(Factor 3)
64

59. Product Information sharing by Pharma brands on social media
 67% of the people want more information on
 Drugs in trial phase
Breakup of Respondents  Clinical trial updates
 They are more interested in new and
20% emerging products in the industry
Cluster 1
13%  Example: Canadian Pharma companies
Cluster 2
67% (slide no. 29 )
Cluster 3
 Side effects of drugs not very significant
Pharma companies should create more awareness about their
upcoming products 65

60. Leverage of Social Media by Pharma brands
Factors Cluster 1 Cluster 2 Cluster 3
Career Portal -0.80529 0.51827 -0.10507
Customer -0.35736 -0.99704 0.41933
Relationship
Activities
Community Health 1.84645 -0.43940 -0.04350
Programs
66

61. Activities performed by Pharma brands do for customers on social media
 67% of the respondents believe that
pharma can use social media to build
Breakup of Respondents on customer relationship
4%
23%  25% also believe it’s a good idea to
Cluster 1 have a career portal on social media
Cluster 2
73%
Cluster 3  Example: Novartis (slide no. 30)
 Community Health Programs not
very significant
67

62. Breakup of Respondents above Breakup of Respondents in the
the age of 40 yrs age group 18-40
5%
7%
11%
30%
Cluster 1 Cluster 1
63%
Cluster 2 Cluster 2
84%
Cluster 3 Cluster 3
84% of the middle-aged respondents are Respondents in the age group of 18-40 years
interested in customer relationship also believe it’s a good idea to have a
activities career portal on social media
68

63. Social Media Platforms - Pharma companies should consider being on
Social Media Platforms
Other
YouTube
LinkedIn
Twitter
Facebook
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Percentage of Respondents
69

64. Challenges
Primary Research
Conclusions and Implications
Limitations of study
Future scope of study
Key Learnings
70

65. Disseminating Information
Awareness – Product Information
Career Portal
Customer Relationship Management
Target the best social media platform !
71

66. Disseminating Information - Survey results 2 and 3
 Provide credible trustworthy critical information – Epidemic awareness
 Learn more about the business organization - News and updates
Awareness – Product Information - Survey Results 5
 Pharmaceutical companies should spread awareness about upcoming products
Career Portal - Survey Results 6
 Use social media platforms effectively for talent recruitment
Customer Relationship Management - Survey Results 4 and 6
 Implement effective communication strategies
 Staff training to be a priority
 Customer service for issue redressal
 Better relationships will influence the corporate brand experience and reputation
SOCIAL MEDIA IS THE MANTRA! - Survey Results 1 and 7 72

67. Challenges
Primary Research
Conclusions and Implications
Limitations of study
Future scope of study
Key Learnings
73

68. Evolving social media Integration of social Senior management
tools and trends media tools level not very adept with
using social media tools
Sample Size Country Limitation 74

69. Challenges
Primary Research
Conclusions and Implications
Limitations of study
Future scope of study
Key Learnings
75

70. Consumer attitude towards sharing and trusting health/drug related
information on social media platforms
Individual profiling of clusters once the social roadmap is in place
Research on social media and online privacy in terms of
attitudes, behaviors, and its unintended consequences
Study should be more holistic and inclusive of consumer
perception, behavior and attitude towards entire life sciences
industry
77

71. Challenges
Primary Research
Conclusions and Implications
Limitations of study
Future scope of study
Key Learnings
78

72.  Networking is important!
 Being adaptable and flexible
 HUMILITY!
 Segregating relevant from
irrelevant information
 Remember there is always
SCOPE TO LEARN! 79

73. 80

74. 81

75.  Allison M., (2010). Social media for life sciences: Trick or Tweet? Deloitte Debates
 Bond, C., Ferraro, C., Luxton, S., & Sands, S. (2010). Social Media Advertising: An Investigation
of Consumer Perceptions, Attitudes, and. Retrieved from
http://anzmac2010.org/proceedings/pdf/anzmac10Final00326.pdf
 Kaplan, A. M., & Haenlein, M. (2009). Users of the world, unite! The challenges and
opportunities of social media. Business Horizons, Kelley School of Business, Indiana
University,53(1), 59-68. doi: 10.1016/j.bushor.2009.09.003
 Mangold, W.G & Faulds, D.J. (2009). Social media: The new hybrid element of the promotion
mix. Business Horizons. Kelley School of Business, Indiana University. (357—365)
 Microsoft Advertising. (2012, Feb 17). Social Advertising and Driving Word of Mouth: The Social
Advertiser’s View.
82

76. Back-up slides
83

77.  Financial Services
 Government
 B2B Companies
 Life Sciences
Life Sciences and Financial Services are the major industries
contributing to Singapore’s economy

78.  Financial Services
 Singapore has become Southeast Asia’s banking and finance hub
 Singapore is one of the top 5 most-active foreign exchange trading centres in the world
 Social media does not reach the target audience of high net worth individuals
 However, banks and financial institutions are on par with current social media trends
 Life Sciences
 Emerged as one of the pillars of Singapore’s economy in recent times
 Tuas Biomedical park plays a key role in attracting investment from global biomedical
companies
 S$500 million Biopolis, spread over two million square feet is another factor
 Rigorous Intellectual Property regulatory framework, drug approval
capabilities, promotion of good clinical practices and bio safety
 Heavily regulated industry hence not much presence on SNS
Source : Guide Me Singapore. (2009, Apr 01). Major Industries in Singapore. Retrieved from http://www.guidemesingapore.com/blog-post/singapore-life/major-industries-in-singapore

79.  Singapore Life Science Industry comprises of Pharmaceuticals, Biomedical and Healthcare sectors
 Pharmaceutical industry contributes to 16% of the manufacturing industry in Singapore and 4.8% of the
GDP (2011)
 Singapore aims to grow its Biomedical Sciences output to £12.5 billion by 2015
 More than 30 leading biomedical science companies have established regional headquarters in Singapore
 More than 50 companies are carrying out biomedical sciences R&D that includes drug
discovery, translational and clinical research.
 Singapore is now home to more than 6,000 researchers from across the globe
 7 of the world's top pharmaceutical and biotechnology companies have invested in 30 commercial-scale
manufacturing facilities in Singapore
 8 of the top 10 pharmaceutical and all of the top 10 medical technology companies have their regional
HQs in Singapore
Source : UK Trade & Investment. (2010). Biotechnology & Pharmaceutical Opportunities in Singapore.

80. Companies Presence Activity
BASF Asia Pacific Facebook and Twitter Generic comments made by page visitors on questions or
articles posted by BASF
AstraZeneca Facebook No activity found on FB page
Abbot Facebook and Twitter No activity found on FB page
Twitter page advertising their products and few health
related info links
AkzoNobel Facebook and Twitter Generic comments made by page visitors on questions or
articles posted by AkzoNobel
Baxter Twitter Sustainability report, Career options, Information about
company and campaigns
Pzifer Facebook and Twitter Pfizer Fan of the week, about the company, achievements
and campaigns; Company news on twitter
GlaxoSmithKline (GSK), Pfizer and Merck & Co., are the leading drug makers of Singapore

81.  40 responses
 97.5% of respondents use Facebook as a Social Networking platform

82. Most favorable social network platform on which people have created their
personal profiles

83. How likely would you be to share information about your health through
social media with the following?

84. How likely would you be to share information about your health through
social media with the following?

85. 75% responded saying they are members of a fan page for a brand or
product on Facebook
 40% think advertising on SNS is useful
 Over 50% of respondents have supported a health related cause through social
media
 28% have commented about their health experiences