Discovered too late I had to do a Pecha KuchaHad to ﬁnd something quick and hurry up muchaIn fact for a while now I’ve been meaning to expressMy thoughts on our industry, talk about our progressOur achievements and efforts- Something different, you know,Not the usual stuff about our reputation being low
But I had a big problem, I was afraid you would laughTell me it’s all about money and increasing earnings by halfI had another problem that was even biggerI’m no good with time and thus you’d sniggerAs I get all tangled up in my words and my thoughts:The slides would advance, my tongue be tied in knots
So I decided to use music, English rythm and rhymeWhich being German is crazy, but it’ll keep me on timeI would thus like to tell you though I don’t know a lotAbout how patients have changed while you have notI would also like you to carefully listenTo what pharma is doing well without any suspicion
Pharma produces medicines that can save people’s livesDrugs that help children and their mothers surviveIt researches cures for diseases like cancerAnd funky stuff like Endothelial nitric oxide enhancerSo why is it that, despite these advancesPharma’s reputation never enhances
Well, I believe it’s because if we’d saw a sushi dishWe’d refer to it as 250 gramms of cold dead ﬁshIt’s this cynical vision that if we’d open our heartWe’d only reap criticism, be torn apart
Yet patients today want care and connectionThey demand information but also support and affectionsThey will search for the answers and are not afraid to askand you can help them with this incredible task
“We are not allowed to, our hands are tiedWe would love to, believe us, we tried”But our lawyers wont’t let us “, you’ll sayAnd point your ﬁngers to the FDAYet there is no single rule, nor any regulationsThat forces you to be dull in your communications
In fact Boehringer just launched a new game on faeebookthat allows people to understand pharma’s outlookYou can set up your laboratory and develop new drugsAgainst some of the world’s most potent drugs.Then all your experiments explode and you lose all your moneyWhich, at least in the game, is really funny
We also need to involve patients from the startPhase I through Phase IV have the patient at heartWe need to learn how to reach out and crowd sourceBecause if we don’t, it’s the patients that will have us outsourced
Boehringer, again adopted this missionBy asking everyone for their submissionOf ideas to drive awareness on stroke preventionWhich brought them new solutions and media attention
Physicans also need our help and assistanceA lot of them suffer from social media resistanceThey are skeptical and often afraidOverwhelmed by this information in which they have no fatePharma can help them overcome their fearsBy connection patients to physicians and physicians to their peers
This is what Pﬁzer in the UK has doneTheir Monday opportunity to talk is not only funit allows men to talk to doctors anonymouslywhich in this speciﬁc condition can be key
So: Stop, collaborate and listenBecause patients are on a brand new missionYou can say all the right things but still show your affectionFor the patients that need to feel your connectionYet it starts with something very basicYou have to STOP what you’ve been doing sofar – let’s face it!
It is time: Social media reaches millions of patients each dayAnd you have to be there to assist them along the wayIt is time to put quality health informationIn the hands of engaged and empowered patients.
Pharma and social media got off to a bumpy startBut for patients its been a love affaire that will not tear apartSo now is the time for pharma take off to the social media skyTime to take concrete steps and to learn how to ﬂy