Social Media in healthcare - The 3 stakeholders
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Social Media in healthcare - The 3 stakeholders

  • 3,914 views
Uploaded on

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

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

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
3,914
On Slideshare
3,912
From Embeds
2
Number of Embeds
1

Actions

Shares
Downloads
163
Comments
0
Likes
4

Embeds 2

http://www.linkedin.com 2

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. SPEAKER: Chris Cooper Managing Director EPG Health Media (founded 1998) 13 years experience in digital healthcare
  • 2. 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
  • 3.
    • Overview
    • SM use in healthcare today
  • 4. 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)
  • 5.  
  • 6. 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?
  • 7. Who engages in health-related social media?
    • HCPs 53% ( 13% frequently)
    • Patients 58% ( 25% frequently)
    • Pharma 78% ( 23% frequently)
    • SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)
  • 8. 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%
    • SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)
  • 9. 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!
    • SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)
  • 10. Everybody wants to talk to HCPs
  • 11. 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!)
  • 12.
    • What influences prescriber
    • decisions and patient choice?
  • 13. 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)
  • 14.
    • 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)
  • 15. 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)
  • 16. 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
    • SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)
  • 17. 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
    • SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)
  • 18. 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?
  • 19. Pharma’s role?
    • A. Gatecrasher B. Party organiser
    • C. Server of information D. Observer
  • 20. 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…..
  • 21. 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.
  • 22. 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
  • 23.
    • What the future holds –
    • the potential for change
  • 24. 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)
  • 25. 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)
  • 26. All parties are more likely to participate in SM with proper guidelines and regulation
    • SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)
  • 27.
    • "We will either find a way or make one." (Hannibal)
    • Make 'Good SM Practice’ guidelines ASAP
    • Lack of rules will stifle innovation
  • 28. 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?
  • 29. Your views
    • Q. Do you know who to contact in your
    • organisation to find out your corporate
    • policies on SM?
  • 30. Your views
    • Q. Do you think that regulatory and legal
    • departments could cope effectively if
    • they also had to factor in social media?
  • 31.
    • www.epghealthmedia.com
    • Tel: +44 (0)1892 526776
    • Free to download at
    • www.epghealthmedia.com /market-research-reports