Communicating Drug Risk Using New Media Technologies--Dose Of Digital

Communicating Risk Using New Media Technologies Jonathan Richman Director of Strategic Planning, Bridge Worldwide Author, Dose of Digital @jonmrich

THE SAFETY WARNING FOR CURITAL

The Situation
In market for 5 years, no new safety signals
New study data reveals an elevated risk of acute MI for certain patients
FDA indicating a label change is likely

HOW DO YOU COMMUNICATE THIS TO THE WORLD?

TRADITIONAL APPROACH

NEW APPROACH

NEW APPROACH?

SEARCHING FOR SIGNALS

Source: Nielsen BuzzMetrics, Personal Communications Total healthcare discussions (~1,350 sites): 82,697 per day 1,840 per day WebMD alone:

SHARING THE NEWS

A Massive Shift
2000
2009
Source: The Social Life of Health Information, Pew Internet, 2009

A Massive Shift
2000
46% of US adults had Internet access
5% had broadband access
2009
74% of US adults have Internet access
57% have broadband access

A Massive Shift
2000
46% of US adults had Internet access
5% had broadband access
25% looked online for healthcare information
2009
74% of US adults have Internet access
57% have broadband access
61% look online for healthcare information

Traditional Approach

NEW APPROACH

Your Options

Your Options ?

Your Options

Social

October 2008 - June 2009

October 2008 - June 2009 2,258,706 clickthroughs

About two-thirds of online European physicians use Wikipedia as a medical resource monthly or more often – and they’re even recommending it to patients. –Manhattan Research

80% of all online sessions begin with a search

Google has ~65% share of searches

Google has ~65% share of searches
50% of the time people start their online session with Google

Your Options

Communicating Risk Via New Media
Information needs to be where...

...people spend their time online

... people search online

...it can be easily shared

...healthcare is already being discussed

...multiple channels and platforms work together

...multiple channels and platforms work together
...you can watch what happens and respond

Contact Me
Text Healthcare to 50500

Jonathan Richman
Mobile: 513.253.1295
Email: j.richman@bridgeworldwide.com
Twitter: @jonmrich
Contact Me

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Communicating Drug Risk Using New Media Technologies--Dose Of Digital

by Jonathan Richman on Jan 15, 2010

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Communicating Drug Risk Using New Media Technologies--Dose Of Digital — Webinar Transcript