Social Media & Pharma - DIA Clinical Forum, Lisbon 13 October 2010

Social media: Developing a strategy for pharma Daniel Ghinn Director of Digital Engagement Creation Healthcare

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Insurer The Internet Patient Doctor Specialist Media Hospital Pharmaceutical company

Motivations to go online n= 32,000; Adults 16-64 SOURCE: Breslauer, B. & Smith, T., October 2009. “Social media trends around the world! – The GlobalWeb Index (GWI)”

% e-Patients by country
Sample size: 5,183
US: 1,000
UK: 1,078
Germany: 1,000
Russia: 1,081
China: 1,024
SOURCE: Health Influence in the Era of Public Engagement. Edelman , (January 2009)

Searching for health information after diagnosis Q: Right after you or a family member has been diagnosed with a condition or disease by a doctor, which of the following actions do you take right away? Source: About.com Health Study (N = 1,321) June 2010

Searching for health information about chronic conditions Q: Six months after you or a family member has been diagnosed with a condition or disease by a doctor, which of the following actions do you take right away? Source: About.com Health Study (N = 1,321) June 2010

Challenges for pharma
Social media does not respect national or regulatory boundaries
Two-way engagement cannot be controlled like broadcast communications
Consumers do talk about adverse events via social media
The landscape continually changes

‘ Side effects’ mentions by therapy area SOURCE: “ Reportable Adverse Events and the Internet ” Creation Healthcare, October 2010 % of potentially reportable adverse events amongst mentions, by therapy area studied, after adjusting for spam and anomalies Of these, a minority would require further investigation as possible reportable adverse events 42% 14%

Opportunities for pharma
Learn by measuring patient behaviour
Increase relevance of communications
Play a role as a stakeholder in public health
Respond to the rise of the e-patient

Online discussions about Parkinson’s Disease Loïc Elleboudt, UCB Pharma SA, Brussels, Belgium. Presented at the 2nd World Parkinson Congress, September 28-October 1, 2010; Glasgow, UK Parkinson’s Disease symptom map by grouped theme found in online conversations amongst people with Parkinson’s and their carers

The power of conversation Johnson & Johnson Health Channel on YouTube

Overview: J&J Health Channel
Over 2.4 million views since 2008
Proactive engagement, interacting with comments:
Puts a human face on the corporation and goes to core values of connecting with the customer, engaging and having 1-to-1 dialogue
90-95% videos are not product specific
Source of objective healthcare information

Approach
Engaging proactively
Honest and open stance on what is and isn’t within the control of the company - plain English legalities
Consistency in moderation of conversation;
Allowing controversial content, but drawing the line on off-topic or inappropriate behavior
Just one part of J&J’s engagement strategy
Linked with Facebook; Twitter; Blogs

In their words

Their advice

Potential of patient community TuDiabetes patient community

Overview

Observations

How it started

In their words

Making Sense of Diabetes

The strength of collaboration Pfizer Can You Feel My Pain?

Concept: Can You Feel My Pain?
An awareness-raising and influencing campaign that exists online entirely in social media
Engaging through connectors (patient groups)
Multiple social media channels allow individuals to use preferred platforms

International & multi-language
Europe-wide social media strategy embracing multiple languages
Regional strategy; local implementation
Channel-dependent approach to languages
Supports variations in local culture & channel preferences

Facebook in multiple languages

European e-petition

Engagement via Twitter

Cross-language communication through photography

Engaging through partners
Patient groups equipped to use social media channels to support strategy
Flexible implementation options allow individual groups to support preferred channels
Collaborative awareness-raising adds value for each partner

9 European patient groups equipped

Key steps
Plan for engagement – it’s happening already
Seek out opportunities
Don’t ignore the challenges
Ask the difficult questions
Collaborate with colleagues
Research & discover what your customers & stakeholders are doing online

Daniel Ghinn Director of Digital Engagement Creation Healthcare [email_address] http://creationhealthcare.com Twitter: @EngagementStrat

Social Media & Pharma - DIA Clinical Forum, Lisbon 13 October 2010

by Creation Healthcare on Oct 13, 2010

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Social Media & Pharma - DIA Clinical Forum, Lisbon 13 October 2010 — Presentation Transcript