Social Media in healthcare - The 3 stakeholders

SPEAKER: Chris Cooper Managing Director EPG Health Media (founded 1998) 13 years experience in digital healthcare

Research
Social Media in Healthcare (March 2010)
Information delivery systems for HCPs (Oct 2009)
Information delivery systems for patients (Jan 2010)
Pharma digital effectiveness (Aug 2010)
Pharma agency relationship (Jan 2011)
Free to download at
www.epghealthmedia.com/market-research-reports

Overview
SM use in healthcare today

Which forms of social media are used most for health related discussion?
Forums
General networking sites
Dedicated health sites
Webinars
Blogs
Video / image sites
(Same for both HCPs & patients)
SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)

3 stakeholders, 7 SM combinations
Patient - Patient
Patient - HCP
Patient - Corporate (pharma)
HCP - HCP
HCP - Corporate
Corporate - Corporate
Corporate - HCP - Patient
Which have most demand and potential?

Who engages in health-related social media?
HCPs 53% ( 13% frequently)
Patients 58% ( 25% frequently)
Pharma 78% ( 23% frequently)

Who are HCPs & patients engaging with via health-related SM today?
HCPs engage with:
HCPs - 42%
Patients - 25%
Pharma - 23%
Patients engage with:
Patients - 38%
HCPs - 30%
Pharma - 17%

Who wants to talk to who via SM?
Patients want to talk to HCPs!
Pharma want to talk HCPs!
HCPs want to talk to HCPs!

Everybody wants to talk to HCPs

2 key discrepancies
How patients use SM currently (to talk to patients)
Versus
How patients want to use SM (to talk to HCPs)
Who Pharma want to SM (everybody!)
Versus
Who want to SM Pharma (nobody much!)

What influences prescriber
decisions and patient choice?

Potential to support / influence HCPs through SM?
80% of HCPs say they are influenced by Pharma
( 4% say strongly)
Sounds good right?
95% of HCPs say they are influenced by internet
( 21% say strongly)
Sounds better?
Source: Information delivery systems for HCPs; EPG Health Media (Oct 2009)

HCPs are mostly influenced by …
Publications - 98% ( 51% strongly)
Conferences - 95% ( 35% strongly)
Colleagues - 97% ( 33% strongly)
Wondering where that leaves Pharma’s
priority in terms of SM?
Source: Information delivery systems for HCPs; EPG Health Media (Oct 2009)

Potential to support/influence patients through SM?
87.5% of patients use internet for health
(more than any other medium!)
HOWEVER
0% have ‘complete trust’ in it, only 19% have good trust
(Less trust than any other medium!)
Friends - 37.8% Good trust
Television - 35.1% Good trust
Publications - 29.7% Good trust
SOURCE: Information delivery systems for patients; EPG Health Media (Jan 2010)

Obstacles between HCP & Patient SM?
65% of HCPs claim it is important they can SM patients
BUT
Only 44% actually do (at least once per year)
70% of patients claim it is important they can SM HCPs
BUT
Only 47% actually do (at least once per year)
HOWEVER
94% of Pharma believe it is important
that HCPs & patients can SM

Obstacles between Pharma & customers
97% pharma state it is important they can engage with patients
52% of patients agree
83% pharma state it is important that they can engage with HCPs
41% of HCPs agree

Observations so far …
HCPs aren’t heavily influenced by SM
Patients use the net heavily but don’t trust the info
HCPs and patients want to engage with each other via SM but lack channels to
Pharma wants to get involved but they are not too welcome by either HCPs or patients
… So, what approach(es) can Pharma take?

Pharma’s role?
A. Gatecrasher B. Party organiser
C. Server of information D. Observer

Customers rule
“ Customers can only be found where they are. Today you can only offer them what they're selectively looking for. Consumers make the market rules!
They're becoming the key opinion leaders (KOL).” (DatAnalytics)
Pharma must accept it can’t control:
Being welcome at the party
Who attends the party
What is discussed at the party
However…..

Pharma serves
… pharma must consider the power of the information it places, and its role in supporting the story told by HCPs and patients/consumers.
Pharma can observe, make introductions (patients to HCPs) and provide information when needed.

Building trust
A significant minority
welcome the opportunity
for dialogue with Pharma
With appropriate governance/
correction and free access to
factual information –
this minority
will become a majority

What the future holds –
the potential for change

Where is pharma at now?
51% Pharma include SM in their strategy
86% devote 0% to 5% of marketing budget to SM
57% expect their SM activities to increase in 2011
SOURCE: Pharma Digital Effectiveness; EPG Health Media ( August 2010)

Pharma v Agency Who does the SM and who takes the risk?
56% pharma & 38% agencies believe SM will have a ‘significant’ impact on Pharma marketing in 2011
62% pharma & 66% agencies believe SM will be externalised
50% pharma say SM expertise is important when selecting agencies
SOURCE: Pharma agency relationship; EPG Health Media (Jan 2011)

All parties are more likely to participate in SM with proper guidelines and regulation

"We will either find a way or make one." (Hannibal)
Make 'Good SM Practice’ guidelines ASAP
Lack of rules will stifle innovation

Your views
Q. Do you think pharma is primarily:
A. Held back by regulations?
OR
B. Held back because it is not sure what to do,
to whom, or how to do it?

Your views
Q. Do you know who to contact in your
organisation to find out your corporate
policies on SM?

Your views
Q. Do you think that regulatory and legal
departments could cope effectively if
they also had to factor in social media?

www.epghealthmedia.com
Tel: +44 (0)1892 526776
Free to download at
www.epghealthmedia.com /market-research-reports

Social Media in healthcare - The 3 stakeholders

by EPG Health Media on Jan 28, 2011

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Social Media in healthcare - The 3 stakeholders — Presentation Transcript