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

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What happens when a pharma or healthcare product suddenly needs to communicate a newly found risk? Can new media channels such as social media be more effective than traditional methods?

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  • And there’s quite a bit for them to find. Nielsen BuzzMetrics tracks more than 1350 sites, blogs, forums, and discussion groups. On average, there are about 83,000 new discussions per day. On WebMD alone, this number is 1,840. Point is, they’ve got a lot to sift through and pharma companies have a lot of areas to track.
  • These are both “paid” options
  • These are both “paid” options
  • Communicating Drug Risk Using New Media Technologies--Dose Of Digital

    1. 1. Communicating Risk Using New Media Technologies Jonathan Richman Director of Strategic Planning, Bridge Worldwide Author, Dose of Digital @jonmrich
    2. 2. THE SAFETY WARNING FOR CURITAL
    3. 6. The Situation <ul><li>In market for 5 years, no new safety signals </li></ul><ul><li>New study data reveals an elevated risk of acute MI for certain patients </li></ul><ul><li>FDA indicating a label change is likely </li></ul>
    4. 7. HOW DO YOU COMMUNICATE THIS TO THE WORLD?
    5. 8. TRADITIONAL APPROACH
    6. 9. TRADITIONAL APPROACH
    7. 10. NEW APPROACH
    8. 11. NEW APPROACH?
    9. 12. SEARCHING FOR SIGNALS
    10. 14. Source: Nielsen BuzzMetrics, Personal Communications Total healthcare discussions (~1,350 sites): 82,697 per day 1,840 per day WebMD alone:
    11. 17. SHARING THE NEWS
    12. 18. A Massive Shift <ul><li>2000 </li></ul><ul><li>2009 </li></ul>Source: The Social Life of Health Information, Pew Internet, 2009
    13. 19. A Massive Shift <ul><li>2000 </li></ul><ul><li>46% of US adults had Internet access </li></ul><ul><li>5% had broadband access </li></ul><ul><li>2009 </li></ul><ul><li>74% of US adults have Internet access </li></ul><ul><li>57% have broadband access </li></ul>Source: The Social Life of Health Information, Pew Internet, 2009
    14. 20. A Massive Shift <ul><li>2000 </li></ul><ul><li>46% of US adults had Internet access </li></ul><ul><li>5% had broadband access </li></ul><ul><li>25% looked online for healthcare information </li></ul><ul><li>2009 </li></ul><ul><li>74% of US adults have Internet access </li></ul><ul><li>57% have broadband access </li></ul><ul><li>61% look online for healthcare information </li></ul>Source: The Social Life of Health Information, Pew Internet, 2009
    15. 21. Traditional Approach
    16. 22. NEW APPROACH
    17. 23. Your Options
    18. 24. Your Options
    19. 25. Your Options
    20. 26. Your Options
    21. 27. Your Options
    22. 28. Your Options
    23. 29. Your Options
    24. 30. Your Options
    25. 31. Your Options ?
    26. 32. Your Options
    27. 33. Your Options
    28. 42. Social
    29. 54. October 2008 - June 2009
    30. 55. October 2008 - June 2009 2,258,706 clickthroughs
    31. 56. October 2008 - June 2009 2,258,706 clickthroughs
    32. 62. 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
    33. 63. VS
    34. 64. VS
    35. 65. VS
    36. 66. VS
    37. 67. VS
    38. 68. VS
    39. 69. VS
    40. 70. VS
    41. 71. VS
    42. 77. <ul><li>80% of all online sessions begin with a search </li></ul>
    43. 78. <ul><li>80% of all online sessions begin with a search </li></ul><ul><li>Google has ~65% share of searches </li></ul>
    44. 79. <ul><li>80% of all online sessions begin with a search </li></ul><ul><li>Google has ~65% share of searches </li></ul><ul><li>50% of the time people start their online session with Google </li></ul>
    45. 94. Your Options
    46. 95. Communicating Risk Via New Media <ul><li>Information needs to be where... </li></ul>
    47. 96. Communicating Risk Via New Media <ul><li>Information needs to be where... </li></ul><ul><ul><ul><li>...people spend their time online </li></ul></ul></ul>
    48. 97. Communicating Risk Via New Media <ul><li>Information needs to be where... </li></ul><ul><ul><ul><li>...people spend their time online </li></ul></ul></ul><ul><ul><ul><li>... people search online </li></ul></ul></ul>
    49. 98. Communicating Risk Via New Media <ul><li>Information needs to be where... </li></ul><ul><ul><ul><li>...people spend their time online </li></ul></ul></ul><ul><ul><ul><li>... people search online </li></ul></ul></ul><ul><ul><ul><li>...it can be easily shared </li></ul></ul></ul>
    50. 99. Communicating Risk Via New Media <ul><li>Information needs to be where... </li></ul><ul><ul><ul><li>...people spend their time online </li></ul></ul></ul><ul><ul><ul><li>... people search online </li></ul></ul></ul><ul><ul><ul><li>...it can be easily shared </li></ul></ul></ul><ul><ul><ul><li>...healthcare is already being discussed </li></ul></ul></ul>
    51. 100. Communicating Risk Via New Media <ul><li>Information needs to be where... </li></ul><ul><ul><ul><li>...people spend their time online </li></ul></ul></ul><ul><ul><ul><li>... people search online </li></ul></ul></ul><ul><ul><ul><li>...it can be easily shared </li></ul></ul></ul><ul><ul><ul><li>...healthcare is already being discussed </li></ul></ul></ul><ul><ul><ul><li>...multiple channels and platforms work together </li></ul></ul></ul>
    52. 101. Communicating Risk Via New Media <ul><li>Information needs to be where... </li></ul><ul><ul><ul><li>...people spend their time online </li></ul></ul></ul><ul><ul><ul><li>... people search online </li></ul></ul></ul><ul><ul><ul><li>...it can be easily shared </li></ul></ul></ul><ul><ul><ul><li>...healthcare is already being discussed </li></ul></ul></ul><ul><ul><ul><li>...multiple channels and platforms work together </li></ul></ul></ul><ul><ul><ul><li>...you can watch what happens and respond </li></ul></ul></ul>
    53. 102. Contact Me <ul><li>Text Healthcare to 50500 </li></ul>
    54. 103. <ul><li>Jonathan Richman </li></ul><ul><li>Mobile: 513.253.1295 </li></ul><ul><li>Email: j.richman@bridgeworldwide.com </li></ul><ul><li>Twitter: @jonmrich </li></ul>Contact Me

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