Online Health Audience Growing (USA) Online and eHealth Market Trending Online Health Info Seeking eHealth Consumers ePharma Consumers * ** Adults Online Past 12 Months 179.6 million 157.5 145.7 131.8 116.2 Online for“eHealth” 99.0 102.3 Health 89.6 93.5 82.8 81.4 157.5 million 70.8 63.3 54.5 45.7 41.1 26.0 Online for “ePharma” Rx Info 102.3 2002 2003 2004 2005 2006 2007 2008 2009 million In Millions * eHealth Consumers = Consumers who have conducted health information seeking activities online in the past 12 months for themselves or others. ** ePharma Consumers = Consumers who have researched prescription drug information Source: Cybercitizen Health® online in the past 12 months for themselves or others. v2.0-9.0 Roche Group Communications
HCP Use of Online/Social Media Has Grown Average Physician Spends 8 Hours Per Week Online for Professional Purposes (vs.2.5 Hours in 2002) 1 Already interact with drug and device companies online 87% (up 23% since 2004) 1 Are already using or are interested in physician online 60% communities 2 56% Are interested in using social media to have product discussions with healthcare companies 3 64% Currently have smart phones This is expected to increase to 81% by 201211 Manhattan Research, Taking the PulseTM v9.0, 2009.2 Manhattan Research, Taking the PulseTM v8.0, 2008.3 Manhattan Research ePharma Physician® v9.0(All statistics drawn from press releases, published white papers and other publicly available sources). Accessed at www.manhattanresearch.com Roche Group Communications
Top Pharma companies are getting active Social Media Brand / Product Disease Social Media Corporate Social Company Policy Complete Social Media Awareness Social “Listening” Media Activities or in Development Activities Media Activities JnJ Pﬁzer Roche GlaxoSmithK line Novar7s Sanoﬁ-‐ Aven7s AstraZeneca Abbo= Merck Bayer Eli Lilly Bristol Myers SquibbRoche Group Communications 3
Empowered Patients are Helping Each Other… …Doctors Toowww.nhs.ukRoche Group Communications 4
No “one size fits all” modelApproach will be different based on goal • Brand building • Reputation management • Crisis communication • Customer support • Product development • Generating orders • Education • …Roche Group Communications
The Value of Listening first Monitoring can inform us: • What the top issues are that matter to our customers • Where our customers live online • How you can add value for our customers • When you should engage the community • Why customers are passionate on certain topics • Who is driving share of voiceRoche Group Communications
Listening objectives - different parts of the organization have different objectives for listeningFunc7on Corporate Brand teams Market research Clinical comms development 12
Where to start? How do they speak? What should I What search listen too? terms should I use? Who’s What are they Online? actually saying?
Let the information come to you Listening Social Media Data Techniques Unbiased, Well-‐deﬁned EﬀecEve relevant sources search terms insights
Different social media listening outputs1 Social media audit • Understand customer needs and ecosystem • Identify main themes of customer discussions • Evaluate attitudes and sentiments • Etc.2 Interactive Dashboard •Reputation tracking •Safety issue monitoring •Brand tracking •Measure impact of promotional efforts3 Inﬂuence mapping •Identify voices driving critical conversations •Proﬁle key online inﬂuencers online and ofﬂine •Understand what motivates them and how you can engage
Thoughts of AE reportingMajority of AEs identified on social media not reportable1.an identifiable patient2.an identifiable reporter3.a specific drug or biologic involved in the event4.an adverse event or fatal outcomeOnly 1 in 500 posts have all this info.
Roche’s Twitter use casesMix of information and contact channel In-bound out-boundMonitoring of relevant topics Additional channel for info distributionEarly warning on issues Connect with stakeholdersNew back channel for questions Conference/event coverageGather Feedback and service ideas Human voiceRoche Group Communications
Roche Twitter case studyExample: outbreak of swineflu in spring 2009Monitoring showed peak in mentions of Roche and Tamiﬂu, inﬂuenzaWe tweeted links to• backgrounders on pandemic planning• Educational info about inﬂuenza• news by WHO, CDC …• Answered media enquiries for b-roll, photos, details• Directed to local media contacts• Corrected mis-information…
Roche Twitter case study Example: Diabetes Blogger complaining• Provided UK helpline details -> blogger not interested in calling, wants answer on his channel• informed UK communications + Accu-Chek team to follow up• gave (DM) updates to blogger that matter was looked into
IR & Media News(can be automated)Build a proﬁle andengage followersthrough:• Responses• Re-Tweets• Questions• Science topics• Pictures•„non-business“tweets
Over past 18 month big pharma set up a presence on twitter Start of twiYer ac7vi7es 2008 2009 2010@Boehringer @AstraZenecaUS @JNJComm @Amgen @Pﬁzernews@Novar7s @Roche_com @genentechnews @AstraZeneca @GSKUS Whydot twitter analysis 34
Roche moves into “engaged“ quadrant; AZ and Vertex move closer # of Following Listen Following vs. followers by pharmaco: Oct 10 !"##"$%&()*+(,"##"$-.*(/0(123.435"6(7-5(89:;5<(=8( Engaged&!!!"%#!!"%!!!"$#!!"$!!!" Avrg following: 793 #!!" @Roche_com !" Think !" %!!" !!" (!!" )!!" $!!!" $%!!" Talk $!!" # of Updates Avrg Updates: 456 Avrg Bubble size = # of followers Source: www.twiYer.com, July 13th and Dec 31st 2009; whdotpharma analysis
Example: measuring resultsPublication of Roche guidelines • Over 100,000 people were reached with the twitter news about the publication of the guidelines • People commenting on the matter included marketers, journalists, bloggers, doctors and patient advocates Number of clicks on link + Statistics on inbound traffic on website Number of re-Tweets or reactions Stories, comments, relationships created
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