SPEAKER: Chris Cooper Managing Director  EPG Health Media (founded 1998) 13 years experience in digital healthcare
Research <ul><li>Social Media in Healthcare (March 2010) </li></ul><ul><li>Information delivery systems for HCPs (Oct 2009...
<ul><li>Overview </li></ul><ul><li>SM use in healthcare today </li></ul>
Which forms of social media are used most for health related discussion?   <ul><li>Forums </li></ul><ul><li>General networ...
 
3 stakeholders, 7 SM combinations <ul><ul><ul><ul><li>Patient -  Patient </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Pati...
Who engages in health-related social media? <ul><li>HCPs 53%  ( 13%  frequently) </li></ul><ul><li>Patients 58%  ( 25%  fr...
Who are HCPs & patients engaging  with via health-related SM today? <ul><li>HCPs engage with: </li></ul><ul><li>HCPs -  42...
Who wants to talk to who via SM? <ul><li>Patients want to talk to HCPs! </li></ul><ul><li>Pharma want to talk HCPs! </li><...
Everybody wants to talk to HCPs
2 key discrepancies <ul><li>How patients use SM currently  (to talk to patients) </li></ul><ul><li>Versus </li></ul><ul><l...
<ul><li>What influences prescriber </li></ul><ul><li>decisions and patient choice? </li></ul>
Potential to support / influence  HCPs  through SM? <ul><li>80%  of HCPs say they are influenced by Pharma </li></ul><ul><...
<ul><li>HCPs are mostly influenced by … </li></ul><ul><li>Publications -  98%  ( 51%  strongly) </li></ul><ul><li>Conferen...
Potential to support/influence  patients  through SM? <ul><li>87.5%  of patients use internet for health  </li></ul><ul><l...
Obstacles between HCP & Patient SM? <ul><li>65%  of HCPs claim it is important they can SM patients </li></ul><ul><li>BUT ...
Obstacles between Pharma & customers <ul><li>97%  pharma state it is important they can engage with patients </li></ul><ul...
Observations so far … <ul><li>HCPs aren’t heavily influenced by SM </li></ul><ul><li>Patients use the net heavily but don’...
Pharma’s role? <ul><li>A. Gatecrasher   B. Party organiser </li></ul><ul><li>C. Server of information D. Observer  </li></ul>
Customers rule <ul><li>“ Customers can only be found where they are. Today you can only offer them what they're selectivel...
Pharma serves <ul><li>…  pharma must consider the power of the information it places, and its role in supporting the story...
Building trust <ul><li>A significant  minority   </li></ul><ul><li>welcome the opportunity </li></ul><ul><li>for dialogue ...
<ul><li>What the future holds –  </li></ul><ul><li>the potential for change   </li></ul>
Where is pharma at now? <ul><li>51%  Pharma include SM in their strategy </li></ul><ul><li>86%  devote  0%  to  5%  of mar...
Pharma v Agency Who does the SM and who takes the risk?   <ul><li>56%  pharma &  38%  agencies believe SM will have a ‘sig...
All parties are more likely to participate in SM  with proper guidelines and regulation  <ul><li>SOURCE: Social Media in H...
<ul><li>&quot;We will either find a way or make one.&quot;   (Hannibal) </li></ul><ul><li>Make 'Good SM Practice’ guidelin...
Your views <ul><li>Q. Do you think pharma is primarily: </li></ul><ul><li>A.  Held back by regulations? </li></ul><ul><li>...
Your views <ul><li>Q.  Do you know who to contact in your  </li></ul><ul><li>organisation to find out your corporate  </li...
Your views <ul><li>Q.  Do you think that regulatory and legal </li></ul><ul><li>departments could cope effectively if  </l...
<ul><li>www.epghealthmedia.com </li></ul><ul><li>Tel: +44 (0)1892 526776 </li></ul><ul><li>Free to download at  </li></ul>...
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Social Media in healthcare - The 3 stakeholders

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How do healthcare professionals, patients and the pharmaceutical industry use social media today and what is the potential for the future?

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Social Media in healthcare - The 3 stakeholders

  1. 1. SPEAKER: Chris Cooper Managing Director EPG Health Media (founded 1998) 13 years experience in digital healthcare
  2. 2. Research <ul><li>Social Media in Healthcare (March 2010) </li></ul><ul><li>Information delivery systems for HCPs (Oct 2009) </li></ul><ul><li>Information delivery systems for patients (Jan 2010) </li></ul><ul><li>Pharma digital effectiveness (Aug 2010) </li></ul><ul><li>Pharma agency relationship (Jan 2011) </li></ul><ul><li>Free to download at </li></ul><ul><li>www.epghealthmedia.com/market-research-reports </li></ul>
  3. 3. <ul><li>Overview </li></ul><ul><li>SM use in healthcare today </li></ul>
  4. 4. Which forms of social media are used most for health related discussion? <ul><li>Forums </li></ul><ul><li>General networking sites </li></ul><ul><li>Dedicated health sites </li></ul><ul><li>Webinars </li></ul><ul><li>Blogs </li></ul><ul><li>Video / image sites </li></ul><ul><li>(Same for both HCPs & patients) </li></ul><ul><li>SOURCE: Social Media in Healthcare; EPG Health Media (March 2010) </li></ul>
  5. 6. 3 stakeholders, 7 SM combinations <ul><ul><ul><ul><li>Patient - Patient </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Patient - HCP </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Patient - Corporate (pharma) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>HCP - HCP </li></ul></ul></ul></ul><ul><ul><ul><ul><li>HCP - Corporate </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Corporate - Corporate </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Corporate - HCP - Patient </li></ul></ul></ul></ul><ul><li>Which have most demand and potential? </li></ul>
  6. 7. Who engages in health-related social media? <ul><li>HCPs 53% ( 13% frequently) </li></ul><ul><li>Patients 58% ( 25% frequently) </li></ul><ul><li>Pharma 78% ( 23% frequently) </li></ul><ul><li>SOURCE: Social Media in Healthcare; EPG Health Media (March 2010) </li></ul>
  7. 8. Who are HCPs & patients engaging with via health-related SM today? <ul><li>HCPs engage with: </li></ul><ul><li>HCPs - 42% </li></ul><ul><li>Patients - 25% </li></ul><ul><li>Pharma - 23% </li></ul><ul><li>Patients engage with: </li></ul><ul><li>Patients - 38% </li></ul><ul><li>HCPs - 30% </li></ul><ul><li>Pharma - 17% </li></ul><ul><li>SOURCE: Social Media in Healthcare; EPG Health Media (March 2010) </li></ul>
  8. 9. Who wants to talk to who via SM? <ul><li>Patients want to talk to HCPs! </li></ul><ul><li>Pharma want to talk HCPs! </li></ul><ul><li>HCPs want to talk to HCPs! </li></ul><ul><li>SOURCE: Social Media in Healthcare; EPG Health Media (March 2010) </li></ul>
  9. 10. Everybody wants to talk to HCPs
  10. 11. 2 key discrepancies <ul><li>How patients use SM currently (to talk to patients) </li></ul><ul><li>Versus </li></ul><ul><li>How patients want to use SM (to talk to HCPs) </li></ul><ul><li>Who Pharma want to SM (everybody!) </li></ul><ul><li>Versus </li></ul><ul><li>Who want to SM Pharma (nobody much!) </li></ul>
  11. 12. <ul><li>What influences prescriber </li></ul><ul><li>decisions and patient choice? </li></ul>
  12. 13. Potential to support / influence HCPs through SM? <ul><li>80% of HCPs say they are influenced by Pharma </li></ul><ul><li>( 4% say strongly) </li></ul><ul><li>Sounds good right? </li></ul><ul><li>95% of HCPs say they are influenced by internet </li></ul><ul><li>( 21% say strongly) </li></ul><ul><li>Sounds better? </li></ul><ul><li>Source: Information delivery systems for HCPs; EPG Health Media (Oct 2009) </li></ul>
  13. 14. <ul><li>HCPs are mostly influenced by … </li></ul><ul><li>Publications - 98% ( 51% strongly) </li></ul><ul><li>Conferences - 95% ( 35% strongly) </li></ul><ul><li>Colleagues - 97% ( 33% strongly) </li></ul><ul><li>Wondering where that leaves Pharma’s </li></ul><ul><li>priority in terms of SM? </li></ul><ul><li>Source: Information delivery systems for HCPs; EPG Health Media (Oct 2009) </li></ul>
  14. 15. Potential to support/influence patients through SM? <ul><li>87.5% of patients use internet for health </li></ul><ul><li>(more than any other medium!) </li></ul><ul><li>HOWEVER </li></ul><ul><li>0% have ‘complete trust’ in it, only 19% have good trust </li></ul><ul><li>(Less trust than any other medium!) </li></ul><ul><li>Friends - 37.8% Good trust </li></ul><ul><li>Television - 35.1% Good trust </li></ul><ul><li>Publications - 29.7% Good trust </li></ul><ul><li>SOURCE: Information delivery systems for patients; EPG Health Media (Jan 2010) </li></ul>
  15. 16. Obstacles between HCP & Patient SM? <ul><li>65% of HCPs claim it is important they can SM patients </li></ul><ul><li>BUT </li></ul><ul><li>Only 44% actually do (at least once per year) </li></ul><ul><li>70% of patients claim it is important they can SM HCPs </li></ul><ul><li>BUT </li></ul><ul><li>Only 47% actually do (at least once per year) </li></ul><ul><li>HOWEVER </li></ul><ul><li>94% of Pharma believe it is important </li></ul><ul><li>that HCPs & patients can SM </li></ul><ul><li>SOURCE: Social Media in Healthcare; EPG Health Media (March 2010) </li></ul>
  16. 17. Obstacles between Pharma & customers <ul><li>97% pharma state it is important they can engage with patients </li></ul><ul><li>52% of patients agree </li></ul><ul><li>83% pharma state it is important that they can engage with HCPs </li></ul><ul><li>41% of HCPs agree </li></ul><ul><li>SOURCE: Social Media in Healthcare; EPG Health Media (March 2010) </li></ul>
  17. 18. Observations so far … <ul><li>HCPs aren’t heavily influenced by SM </li></ul><ul><li>Patients use the net heavily but don’t trust the info </li></ul><ul><li>HCPs and patients want to engage with each other via SM but lack channels to </li></ul><ul><li>Pharma wants to get involved but they are not too welcome by either HCPs or patients </li></ul><ul><li>… So, what approach(es) can Pharma take? </li></ul>
  18. 19. Pharma’s role? <ul><li>A. Gatecrasher B. Party organiser </li></ul><ul><li>C. Server of information D. Observer </li></ul>
  19. 20. Customers rule <ul><li>“ 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! </li></ul><ul><li>They're becoming the key opinion leaders (KOL).” (DatAnalytics) </li></ul><ul><li>Pharma must accept it can’t control: </li></ul><ul><li>Being welcome at the party </li></ul><ul><li>Who attends the party </li></ul><ul><li>What is discussed at the party </li></ul><ul><li>However….. </li></ul>
  20. 21. Pharma serves <ul><li>… pharma must consider the power of the information it places, and its role in supporting the story told by HCPs and patients/consumers. </li></ul><ul><li>Pharma can observe, make introductions (patients to HCPs) and provide information when needed. </li></ul>
  21. 22. Building trust <ul><li>A significant minority </li></ul><ul><li>welcome the opportunity </li></ul><ul><li>for dialogue with Pharma </li></ul><ul><li>With appropriate governance/ </li></ul><ul><li>correction and free access to </li></ul><ul><li>factual information – </li></ul><ul><li>this minority </li></ul><ul><li>will become a majority </li></ul>
  22. 23. <ul><li>What the future holds – </li></ul><ul><li>the potential for change </li></ul>
  23. 24. Where is pharma at now? <ul><li>51% Pharma include SM in their strategy </li></ul><ul><li>86% devote 0% to 5% of marketing budget to SM </li></ul><ul><li>57% expect their SM activities to increase in 2011 </li></ul><ul><li>SOURCE: Pharma Digital Effectiveness; EPG Health Media ( August 2010) </li></ul>
  24. 25. Pharma v Agency Who does the SM and who takes the risk? <ul><li>56% pharma & 38% agencies believe SM will have a ‘significant’ impact on Pharma marketing in 2011 </li></ul><ul><li>62% pharma & 66% agencies believe SM will be externalised </li></ul><ul><li>50% pharma say SM expertise is important when selecting agencies </li></ul><ul><li>SOURCE: Pharma agency relationship; EPG Health Media (Jan 2011) </li></ul>
  25. 26. All parties are more likely to participate in SM with proper guidelines and regulation <ul><li>SOURCE: Social Media in Healthcare; EPG Health Media (March 2010) </li></ul>
  26. 27. <ul><li>&quot;We will either find a way or make one.&quot; (Hannibal) </li></ul><ul><li>Make 'Good SM Practice’ guidelines ASAP </li></ul><ul><li>Lack of rules will stifle innovation </li></ul>
  27. 28. Your views <ul><li>Q. Do you think pharma is primarily: </li></ul><ul><li>A. Held back by regulations? </li></ul><ul><li>OR </li></ul><ul><li>B. Held back because it is not sure what to do, </li></ul><ul><li>to whom, or how to do it? </li></ul>
  28. 29. Your views <ul><li>Q. Do you know who to contact in your </li></ul><ul><li>organisation to find out your corporate </li></ul><ul><li>policies on SM? </li></ul>
  29. 30. Your views <ul><li>Q. Do you think that regulatory and legal </li></ul><ul><li>departments could cope effectively if </li></ul><ul><li>they also had to factor in social media? </li></ul>
  30. 31. <ul><li>www.epghealthmedia.com </li></ul><ul><li>Tel: +44 (0)1892 526776 </li></ul><ul><li>Free to download at </li></ul><ul><li>www.epghealthmedia.com /market-research-reports </li></ul>
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