SMW Social Media and Healthcare
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This document summarizes a presentation on social media and healthcare. It discusses how healthcare organizations have traditionally been slow to adopt social media due to regulations. However, some companies like Janssen, Sanofi, and Novartis are innovating in their social media use by engaging patients on social platforms and crowdsourcing ideas. The Royal College of Nursing is also highlighted as an organization that has successfully used social media to engage its members and promote nursing. The presentation examines some of the challenges the healthcare industry faces in using social media but also how social innovation can improve outreach and engagement.
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SMW Social Media and Healthcare
- 1. #smwketchum Welcome Wednesday 25th September 2013 Social Media Week 2013
- 2. #smwketchum Agenda Sebastian Stokes Digital, Social Media and Healthcare: A clash of cultures? Dominic Tyer Social Innovation for Pharma Alexander Davies Social Innovation for Health Charities and NGOs Questions and Answers Closing remarks
- 3. #smwketchum Digital, Social Media and Healthcare: A clash of cultures? Sebastian Stokes Ketchum 25 September 2013
- 4. 4 | 27.09.13 #smwketchum Who wants to engage socially with a Pharmaceutical company? Does a Pharmaceutical company want to engage socially with you?
- 5. 5 | 27.09.13 #smwketchum Dr Google
- 6. 6 | 27.09.13 #smwketchum How has Healthcare Approached Social Media? • Public information and disease awareness activities • Unprecedented information exchange between patients e.g. PatientsLikeMe • Charities organising fundraising activities, provision of information direct to patients • Hospitals adopting use of social media to improve patient support and knowledge translation e.g. Mayo Clinic
- 7. 7 | 27.09.13 #smwketchum Healthcare Professional Use of Social Media? 42% of HCPs currently use a Professional Social Network e.g. Sermo, Ozmosis, Medscape Physician Connect 30% of HCPs use Consumer Social Networks (twitter, FB, You Tube) for professional purposes
- 8. 8 | 27.09.13 #smwketchum Healthcare Professional Use of Social Media?
- 9. 9 | 27.09.13 #smwketchum So What is the Big Issue? Pharma has been slow to adopt Social Media compared to consumer brands due to regulations and restrictions in communicating direct to consumers Few compelling case studies
- 10. 10 | 27.09.13 #smwketchum Has regulation inspired innovation… Is this the start of real innovation for healthcare within the social space…
- 11. #smwketchum Social Innovation for Pharma Dominic Tyer Editorial Director, PMGroup Author, Digital Intelligence blog on PMLiVE.com 25 September 2013
- 12. 12 | 27.09.13 #smwketchum The Industry Standard?
- 13. 13 | 27.09.13 #smwketchum The Problem Slow to react Confused legal teams Chasing return- on-investment Regulatory fear Lack of curiousity about how channels could be harnessed
- 14. 14 | 27.09.13 #smwketchum Janssen: Psoriasis 360 “If you take part in a social media community then you need to be aware of the etiquette of that community. “Hopefully we will play an open and inclusive part in that community, rather than just trying to push out information,” Janssen
- 15. 15 | 27.09.13 #smwketchum Janssen: Psoriasis 360
- 16. 16 | 27.09.13 #smwketchum Sanofi in Diabetes
- 17. 17 | 27.09.13 #smwketchum Sanofi: The DX
- 18. 18 | 27.09.13 #smwketchum Meningitis Research Foundation, Meningitis Trust, Meningitis UK and Novartis: Meningitis: Keep Watching
- 19. 19 | 27.09.13 #smwketchum Meningitis Research Foundation, Meningitis Trust, Meningitis UK and Novartis: Meningitis: Keep Watching
- 20. 20 | 27.09.13 #smwketchum Mapping Influence
- 21. 21 | 27.09.13 #smwketchum Boehringer Ingelheim: Targeted Tweeting
- 22. 22 | 27.09.13 #smwketchum Boehringer Ingelheim: Targeted Tweeting
- 23. 23 | 27.09.13 #smwketchum Boehringer Ingelheim: Targeted Tweeting
- 26. 26 | 27.09.13 #smwketchum What has Innovation Achieved Being more prominent in social spaces has improved the industry’s reputation Improved its reach, both on a targeted or a mass communication level
- 27. #smwketchum Social Innovation for Health Charities and NGOs Alexander Davies Campaigns and Digital Engagement Manager at Royal College of Nursing 25 September 2013
- 28. 28 | 27.09.13 #smwketchum What is the RCN? • The largest professional nursing union in the world. • We have 410,000 members in the UK. • We represent nurses and nursing, promote excellence in practice and shape health policies.
- 29. 29 | 27.09.13 #smwketchum The RCN and Social Media • The objectives: • We needed to overhaul (not just change) the model of engagement • We needed to activate more members • We needed to connect with members in a new way • We wanted to make the most of a popular tool.
- 30. 30 | 27.09.13 #smwketchum The RCN and Social Media • The challenges: • An organisation that was slow to react • Internal suspicion/cynicism • Four country/multi-satellite issue • A workforce with unpredictable working habits/huge pressure
- 31. 31 | 27.09.13 #smwketchum Our Journey • It all began in 2009. • ‘Nursing counts’ empowering our members to get involved in the general election. • Our first journey into the world of social
- 32. 32 | 27.09.13 #smwketchum Our Journey • The results? – 25,000 people signed up in support – 30,000 emails were sent to politicians – Over 700 parliamentary candidates signed up – 133 MPs in the House of Commons today backed the RCN’s campaign
- 33. 33 | 27.09.13 #smwketchum The RCN and Social Media
- 34. 34 | 27.09.13 #smwketchum The RCN and Social Media
- 35. 35 | 27.09.13 #smwketchum The RCN and Social Media The viral factor...
- 36. 36 | 27.09.13 #smwketchum The Results • Internal buy-in of social media • The most popular trade union on social media • A whole new community of brand advocates • A place for debate and discussion • A changed model of engagement
- 37. 37 | 27.09.13 #smwketchum The RCN and Social Media • Our golden rules: • At least one post a day, two if possible. • Questions get responded to within 24 hours. • Negative comments about RCN stay up. • Debate is good. • There is one RCN, so there’s one Facebook page.
- 39. #smwketchum Thank You Wednesday 25th September 2013 Social Media Week 2013
Editor's Notes
- A little experiment – we want to highlight that Pharma wants to engage, but for a number of years there have been very few people who have wanted to listen. Pharma has been going about it the wrong way or simply not been able to do it at all due to regulatory constraints. Health however is a hugely important topic for online information and social conversations. It is only now that the Pharma industry is really getting to grips with Social media and producing some ground-breaking pieces of work. So if there is nothing else you take away from today’s presentation, the one thing we want to do is dispel this notion of healthcare and inspire you with some of the ways the healthcare industry at large is beginning to use Social channels
- At with the start of most online journey’s, let’s start with Google. Health has become the number 1 reason people go online to do a Google search, people have in fact started to use the internet to diagnose medical issues and take their health into their own hands. It’s been a source of empowerment for patients, albeit one that doesn’t always provide the correct medical result, but our behaviour is to seek medical information online. So we’re looking at information online but are we sharing it? Absolutely! Peer to peer support from patients sharing healthcare information is on the up. In the U.S. the Pew Survey of Americans Online highlights that 23% (o ne in four) of internet users living with high blood pressure, diabetes, heart conditions, lung conditions, cancer, or some other chronic ailment say they have gone online to find others with similar health concerns. I would therefore argue that no industry should be more invested in digital and social media than the healthcare industry.
- Public education and disease awareness activities have been a big opportunity for Pharma to engage on Social channels and provide educational engaging materials for patients. These have increasingly been made across Social channels and has helped improve trust and transparency by operating in this space. Lets not forget the consumer brands are increasingly acting like healthcare companies. Nike + offers technology solutions to monitor and track lifestyle and track your health. Nike is no longer a sports brand, it’s a health brand.
- Healthcare professionals are no different to consumers. Research by Kantar Media published in May 2013 shows that global use of social media amongst HCPs is on the rise. Including use for professional purposes, this includes: Sharing scientific studies and articles of interest Peer to peer problem solving and information exchange Consumer channels: LinkedIN being used to recruit by hospitals and highlight thought leadership in certain fields Create awareness about health topics Respond in real time to patient queries
- Healthcare uptake of Social has started to gain real momentum in the last couple of years Patients Primarily used Twitter (59.9%), especially for increasing knowledge and exchanging advice Facebook (52.3%), particularly for social support and exchanging advice. Professionals Primarily used LinkedIn (70.7%) Twitter (51.2%), for communication with their colleagues and marketing reasons. Patients' main barriers for social media use were privacy concerns and unreliability of the information. Professionals' main barriers were inefficiency and lack of skills. Both patients and professionals expected future social media use, provided that they can choose their time of social media usage.
- There has, to date, been an element of a clash of cultures – especially between Pharmaceutical companies and social media. Social media by its definition dictates free and open conversation whilst Pharmaceutical companies need to abide by rules of conduct in all communications therefore uptake to date has been limited and largely defined by speaking at a corporate level rather than a way in which consumer audiences would be more interested in. There has also been a lack of clear, strategic led case studies that we as an industry have been able to share and inspire us…..
- … ..However! In handing over to our two key speakers today I would like to pose the questions….. (as per slide) To start us off, please welcome the Editorial Director at PMGroup Worldwide and author of the Digital Intelligence Blog, Dominic Tyer.
- What’s the industry standard when it comes to using social media in pharma? My view is skewed by covering all the interesting things pharma does – there’s not a lot of mileage in ‘pharma company x too scared to use social media’ The industry is often compared to consumer brands and found lacking when it comes to the imagination or scope of its communications efforts. But Novartis and Boehringer Ingelheim started using Twitter before either Coke or Pepsi. You’ll find pharma companies on Pinterest, Quora and you’ll find them hosting tweet chats. As a whole the global industry makes wide use of social media. There is some form of industry use of pretty much every channel available. But it’s often quite a shallow use, the noise from those using the channels all too easily over powers the silence of those who don’t. And there are many that don’t want to engage, or can’t fight their way through internal rules or think they don’t have the time or capabilities to do so. And then there are those that have tried social media and then forgotten about it. Twitter accounts whose last tweet on a wet Thursday in 2011; Pinterest channels that were started with great enthusiasm to coincide with a particular campaign .. and then were left to wither away. Even Facebook campaigns that goes unmonitored for Code compliance because a key member of staff leaves. An old media attitude to this new(ish) media is often to be found within pharma. Pushing content out through, disabling comments so as not to have to engage, not replying to questions – even publishing social media guidelines that seem to revel in the unsocial nature of their social media.
- Pharmaceutical companies are not organisationally equipped to handle social media, which often leads to confusion about who should be doing it. They are highly regulated, though they are not the only industry to be so, but they do suffer from a very real fear of breaking the rules. Consequently they are slow to react and need medical and legal approval of content. Legal teams have no point of referral There can also be a lack of curiosity about how channel could be harnessed – Lack of understanding of the value and ROI of social media – though arguably social media is simply too valuable not to be used Regulatory fear – which actually is somewhat justified. There have only ever been two social media breaches of the industry’s Code of Practice. But given that the first of these ended up being covered in the Financial Times , which pronounced it “a pioneering case highlighting the dangers of social media for marketing” companies can be forgiven for wanting to tread carefully. That’s what companies get wrong and some explanation of why they do so. But, to coming back to the question Seb ended his presentation with – has regulation inspired innovation within healthcare? Yes.
- Launched in 2010 Psoriasis 360 was an award-winning campaign that educated the public, carers and patients about psoriasis and offered digital tools to help patients feel in control and manage their condition It pioneered the first ever pharma-driven social media page that allowed comments that were post-moderated - meaning they appeared on the page first and were reviewed afterwards. For an industry that is judged by anything it says or allow someone to say on its websites, this was pretty revolutionary stuff. It was came in a package that encompassed Facebook, Twitter, YouTube, a campaign website and a mobile app. It was led by Alex Butler, then a marketing communications manager at Janssen. Speaking at a webinar I organised just before the campaign’s launch, he noted: “ If you take part in a social media community then you need to be aware of the etiquette of that community. Hopefully we will play an open and inclusive part in that community, rather than just trying to push out information. “ We will welcome comments and we will try and respond to them.” LESSONS: work with the community, write once/publish many across different channels, check in every day, engage
- But it was abruptly closed down shortly after Alex, who was pretty much single-handedly running the campaign, left the company. Plan for succession – who manages your accounts when you’re on holiday/sick or after you leave? Undermining the work and suggesting a lack of commitment from the company. A far better approach was taken by Pfizer and its ManMOT campaign, which exceeded company expectations while it was run and then when their attentions turned elsewhere the company earlier this year transferred the campaign, its website and social media accounts to one of the campaign’s charity partners. LESSONS: if social media can be characterised as having a conversation with your audience, don’t just walk off mid-sentence
- Sanofi demonstrated an ability to turn things around after initially experiencing troublesome waters in the social media field. In 2010, the company's cancer division suffered a PR nightmare after a patient, who claimed to have experienced permanent hair loss from one of their drugs, posted complaints and photos on the group's unmonitored Facebook page Sanofi has now written its very own social media rulebook and has become one of the leaders in the area Sanofi launched their diabetes Facebook and Twitter handles in September 2010 mainly to offer news updates about the company and its offerings. On Facebook, any clinical questions were directed to a separate tab and often answered privately. On Twitter, medical concerns were covered via direct message In 2011, Sanofi launched Discuss Diabetes as a forum to collect lifestyle tips and inspirational By March of this year, the company took a look at the discussions that were being generated and realised that terms like A1C weren’t actually as universally understood as they presumed. To speed that learning curve, they launched Diabetepedia, which provides both simple definitions and links to other sites showing how terms are actually used in other online conversations
- Sanofi then launched another site collecting lots of the content they were already linking to and housing it all in one place. The DX (diabetes experience) hosts daily dispatches by both Kolodjeski and popular bloggers that include everything from a diabetes related comic strip to mommy blogs for parents with diabetic kids
- Disease awareness campaign aims to raise awareness of the disease and the benefits of vaccination. The campaign came about as a result of research showing that more than two-thirds of parents in the UK are unaware that current vaccinations do not protect their children from all forms of the disease. This is a misconception that could be putting lives at risk Meningitis: Keep Watching is the result of a collaboration between Meningitis Research Foundation, Meningitis Trust, Meningitis UK and Novartis 10 bloggers were selected as the Campaign Ambassadors The film was shown across UK Picturehouse cinemas targeting parents who may not realise that current meningitis vaccinations do not cover all types of the disease. The campaign was simple – raise awareness by encouraging sharing of the film across social media channels
- Over 15,095 likes for the UK page and 12,258 likes for the Irish page, and over 66,076 views of the video on YouTube. Something as simple as a video can be a powerful way to get your message across
- Whether it’s key bloggers or journalists who cover a certain beat – get to know your audience and find out who they consider to be influential. Influencer maps use the principles of mining Big Data in social networks to more accurately target key influencers and discover accurately how and who is influencing a network of people. This is a real example of where Pharma has been striding ahead to deliver groundbreaking work that are case studies for all industries to pay attention to.
- Low cost, simple and effective campaign from Boehringer Ingelheim UK that saw it think about influencers and how they, in this case politicians, used a social media channel and harnessed that knowledge for their campaign.
- Crowd sourcing, Kaggle, Boehringer, Merck
- Crowd sourcing, Cancer Research
- Being more prominent in social spaces has improved the industry’s reputation – certainly far more than following a ‘hand in the sand’ approach to the technology could More importantly perhaps social media has improved the reach of messages- introducing more targeted as well as more ‘broad brush’ ways of communicating (not to mention its influence on SEO rankings)