Social Media in Life Sciences

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Utrecht Life Science, Niaba and Syntens organized a seminar dedicated to uses for Social Media in Life Sciences. I gave a big picture overview, and Erik Vollebregt, Sijme Zeilemaker and Martijn van …

Utrecht Life Science, Niaba and Syntens organized a seminar dedicated to uses for Social Media in Life Sciences. I gave a big picture overview, and Erik Vollebregt, Sijme Zeilemaker and Martijn van Oijen provided focused Best Practices.

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  • 1. Programme( 15.00&h &RegistraFon& Welcome! 15.30&h &Social&media:&the&big&picture,(Lykle(de(Vries&(De&Ondernemers)& &How&have&Social&Media&changed&the&world?&Including&interesFng&cases&that&are&relevant&& &to&Life&Sciences.& 16.00&h& &Best&pracFces,&examples&from&entrepreneurs&and&scienFsts:& &Erik(Vollebregt&(Axon&Lawyers)&will&outline&how&he&uses&blogs&and&twi;er&to&reach&maandag 23 april 12 &his&audience&and&clients.&
  • 2. wifi: UMCU-GASTENmaandag 23 april 12
  • 3. @UtrechtLS #SMiLSmaandag 23 april 12
  • 4. Schedule • 15.30 Social media: the big picture, How have Social Media changed the world? • 16.00 Best practices: • Erik Vollebregt (Axon Lawyers) • Sijme Zeilemaker (to-BBB) • Martijn van Oijen (Assistant Professor of Medicine, Division of Digestive Diseases, #UCLA) • 17.00 Drink & Hands-on helpmaandag 23 april 12
  • 5. Who...maandag 23 april 12
  • 6. Who...maandag 23 april 12
  • 7. Who...maandag 23 april 12
  • 8. Who...maandag 23 april 12
  • 9. Who...maandag 23 april 12
  • 10. Who...maandag 23 april 12
  • 11. Who...maandag 23 april 12
  • 12. Who...maandag 23 april 12
  • 13. Who...maandag 23 april 12
  • 14. recent numbersmaandag 23 april 12
  • 15. 45% http://www.imedicalapps.com/2012/04/report-demonstrates-healthcare-organizations-failing-capitalize-social-media/maandag 23 april 12
  • 16. 45% http://www.imedicalapps.com/2012/04/report-demonstrates-healthcare-organizations-failing-capitalize-social-media/maandag 23 april 12
  • 17. The Big Picturemaandag 23 april 12
  • 18. let’s get introducedmaandag 23 april 12
  • 19. Lykle de Vries @lykle foto: Judith van der Meulenmaandag 23 april 12
  • 20. maandag 23 april 12
  • 21. New Business Development Open Innovation Social Media Strategymaandag 23 april 12
  • 22. maandag 23 april 12
  • 23. maandag 23 april 12
  • 24. maandag 23 april 12
  • 25. maandag 23 april 12
  • 26. What about Social Media?maandag 23 april 12
  • 27. http://www.youtube.com/watch?v=lFZ0z5Fm-Ngmaandag 23 april 12
  • 28. http://www.flickr.com/photos/jorge-11/4817642638/in/photostream/maandag 23 april 12
  • 29. Radio http://www.flickr.com/photos/imh/3297961043/maandag 23 april 12
  • 30. TV http://www.flickr.com/photos/roadsidepictures/276395210/maandag 23 april 12
  • 31. http://www.flickr.com/photos/inju/112082907/maandag 23 april 12
  • 32. http://www.storytellersmediagroup.com/maandag 23 april 12
  • 33. http://www.flickr.com/photos/fdtate/5823000083/in/photostream/maandag 23 april 12
  • 34. http://www.flickr.com/photos/scott_rtw/1350993666/maandag 23 april 12
  • 35. Closed Selective Controlling http://www.flickr.com/photos/scott_rtw/1350993666/maandag 23 april 12
  • 36. http://www.flickr.com/photos/perspective/76640090/in/photostream/maandag 23 april 12
  • 37. maandag 23 april 12
  • 38. http://www.flickr.com/photos/antjeverena/3368703708/in/photostream/maandag 23 april 12
  • 39. http://www.flickr.com/photos/antjeverena/3368703708/in/photostream/maandag 23 april 12
  • 40. http://www.flickr.com/photos/scott_rtw/1350993666/maandag 23 april 12
  • 41. Open Random Supportive http://www.flickr.com/photos/scott_rtw/1350993666/maandag 23 april 12
  • 42. some examplesmaandag 23 april 12
  • 43. maandag 23 april 12
  • 44. maandag 23 april 12
  • 45. maandag 23 april 12
  • 46. maandag 23 april 12
  • 47. How to applymaandag 23 april 12
  • 48. http://www.flickr.com/photos/ter-burg/5846043943/in/photostream/maandag 23 april 12
  • 49. http://www4.picturepush.com/photo/a/2856902/img/foto-voor- bij-mijn-gedichten-/Poezie-album.jpgmaandag 23 april 12
  • 50. http://www.flickr.com/photos/renaissancechambara/3122900531/in/photostream/maandag 23 april 12
  • 51. http://smash-gtennis.nl/wp-content/uploads/2012/01/IMG_95711.jpgmaandag 23 april 12
  • 52. what about bad news?maandag 23 april 12
  • 53. People connect online with their offline friends. People love to connect to people. 38maandag 23 april 12
  • 54. Positive experiences are bigger conversation starters than negative experiences. People like positive stuff. 39maandag 23 april 12
  • 55. People prefer to share positive brand experiences on social mediamaandag 23 april 12
  • 56. PwC Health Research Institute – Social media “likes” healthcare People prefer to 5 Chart Pack share positive brand experiences on social mediamaandag 23 april 12
  • 57. Some more examplesmaandag 23 april 12
  • 58. maandag 23 april 12
  • 59. maandag 23 april 12
  • 60. maandag 23 april 12
  • 61. maandag 23 april 12
  • 62. maandag 23 april 12
  • 63. maandag 23 april 12
  • 64. How to applymaandag 23 april 12
  • 65. http://www.flickr.com/photos/jamesjordan/2649170201/maandag 23 april 12
  • 66. Best Practicesmaandag 23 april 12
  • 67. Erik Vollebregtmaandag 23 april 12
  • 68. SOCIAL MEDIA IN LIFE SCIENCES Presentatienaam Presentator datum www.axonadvocaten.nlmaandag 23 april 12
  • 69. Overview • 2 twitter accounts • @axonlawyers • meddevlegal • LinkedIn accounts (+ one In account) • 2 websites • Axonlawyers.com • AELSLF.eu • 2 blogs • Medicaldeviceslegal.com • Biotechlegal.wordpress.com • Mailinglist to email fed from CRM systemmaandag 23 april 12
  • 70. maandag 23 april 12
  • 71. Our philosophy Information wants to be free, so we offer free, relevant, expert content • No stupid paywalls etc People retweet and forward our information because it’s relevant to them or to others • They feel that any message is worthwhile We seek to exploit multipliers via other parties and deploy content in as many channels as possible • Always retain rights on published contentsmaandag 23 april 12
  • 72. Sijme Zeilemakermaandag 23 april 12
  • 73. Social Media @to_BBB Sijme Zeilemaker Business Development Associate to-BBB technologies BV Sijme Zeilemaker Phone +31 71 33 222 56 E-mail SijmeZeilemaker@toBBB.com Leiden, The Netherlands Business Development Associate Fax +31 84 83 134 09 Web www.toBBB.commaandag 23 april 12
  • 74. Brief introduction • to-BBB: Blood-Brain Barrier • G-Technology: safely enhancing drug delivery to the brain • Strategy: – Develop off-patent compounds for brain indications – Collaborate with big pharma on patented compounds • Lead product: brain-targeted chemotherapy (2B3-101) – Significant brain tumor reduction in preclinical testing – Started dose-escalation clinical phase I/IIa trial in 2011 – Patients with solid tumors and brain metastases – Patients with primary brain tumor glioma • Many potential products in pipelinemaandag 23 april 12
  • 75. Corporate Communication Profile GSK, Janssen, Genzyme, etc. Smaller CNS/oncology biotech Patients hoping for a cure Venture Capital Private equity Grant providers Volkskrant, FD, Telegraa International journalseiden, UvA, VU, UU, Erasmusnternational research groups Job vacancies Internships CROs Consultants maandag 23 april 12
  • 76. Corporate Communication Profile WEBSITE ? GSK, Janssen, Genzyme, etc. Smaller CNS/oncology biotech Patients hoping for a cure Venture Capital Private equity Grant providers Volkskrant, FD, Telegraa International journalseiden, UvA, VU, UU, Erasmusnternational research groups Job vacancies Internships CROs Consultants maandag 23 april 12
  • 77. Social Media? • May 2011 – to-BBB only had an inactive LinkedIn company page – Decision to look into social media – Search for comparable companies: • Some small biotechs use Twitter • Most small biotech & big pharma have LinkedIn • Most big pharma use Twitter • Some big pharma have Facebook page • Decision to go for social media platform – LinkedIn, Facebook & Twitter – Connect media by synchronizing messages to all - with • September 2011: launch social media platform • October 2011: launch new website tobbb.commaandag 23 april 12
  • 78. Social Media Platform • Using Hootsuite to send messages to all social media • Schedule messages in Publisher • Minimizing effort -> maximizing exposuremaandag 23 april 12
  • 79. Social Media Platformmaandag 23 april 12
  • 80. Social Media Platform • to-BBB press releases – also on website • Press/media coverage – also on websitemaandag 23 april 12
  • 81. Social Media Platform • to-BBB press releases – also on website • Press/media coverage – also on websitemaandag 23 april 12
  • 82. Social Media Platform • to-BBB press releases – also on website • Press/media coverage – also on website • Announce who is attending eventsmaandag 23 april 12
  • 83. Social Media Platform • to-BBB press releases – also on website • Press/media coverage – also on website • Announce who is attending events • Announce who is giving presentationsmaandag 23 april 12
  • 84. Social Media Platform • to-BBB press releases – also on website • Press/media coverage – also on website • Announce who is attending events • Announce who is giving presentations • Retweet exposure to-BBB by othersmaandag 23 april 12
  • 85. Social Media Platform • to-BBB press releases – also on website • Press/media coverage – also on website • Announce who is attending events • Announce who is giving presentations • Retweet exposure to-BBB by others • Retweet interesting associated messagesmaandag 23 april 12
  • 86. Social Media Platform • to-BBB press releases – also on website • Press/media coverage – also on website • Announce who is attending events • Announce who is giving presentations • Retweet exposure to-BBB by others • Retweet interesting associated messages • Vacancies & internshipsmaandag 23 april 12
  • 87. Social Media Platform • to-BBB press releases – also on website • Press/media coverage – also on website • Announce who is attending events • Announce who is giving presentations • Retweet exposure to-BBB by others • Retweet interesting associated messages • Vacancies & internships • Charity activities – Hersenstichting, STOPhersentumoren.nlmaandag 23 april 12
  • 88. Statistical Outputmaandag 23 april 12
  • 89. Statistical Output • Followers: growing…maandag 23 april 12
  • 90. Statistical Output • Followers: growing…maandag 23 april 12
  • 91. Statistical Output • Followers: growing…maandag 23 april 12
  • 92. Statistical Output • Followers: growing…maandag 23 april 12
  • 93. Statistical Output • Followers: growing…maandag 23 april 12
  • 94. Statistical Output • Followers: growing…maandag 23 april 12
  • 95. Statistical Output • Followers: growing… • Exposure: growing… Twitter Clicks 50 38 25 13 0 Sep Oct Nov Dec Jan Feb Mar Aprmaandag 23 april 12
  • 96. Favorites • The more visual, the better… – Movie from BIO-Europe Spring – Movie from Medisch Contact – Interview articles in newspapers • Event announcements – Not by clicks, but feedback in real life • Interesting: minor interest in important press releasesmaandag 23 april 12
  • 97. Complementary to website and each othermaandag 23 april 12
  • 98. Tips & Tricks • Social Media can consume 2-80 hrs/week • Work smart -> integrate social media platform • Adds dimension to company website and press releases • Lay out some ground rules with management • Stay positive!maandag 23 april 12
  • 99. Outstanding questionsmaandag 23 april 12
  • 100. Outstanding questions Discussion pointsmaandag 23 april 12
  • 101. Outstanding questions Discussion points •How to involve patient organizations – and even individual patients?maandag 23 april 12
  • 102. Outstanding questions Discussion points •How to involve patient organizations – and even individual patients? •How to attract scientists to company?maandag 23 april 12
  • 103. Outstanding questions Discussion points •How to involve patient organizations – and even individual patients? •How to attract scientists to company? •How to significantly increase exposure/ followers?maandag 23 april 12
  • 104. Follow us! to-BBB technologies BV Sijme Zeilemaker Phone +31 71 33 222 56 E-mail SijmeZeilemaker@toBBB.com Leiden, The Netherlands Business Development Associate Fax +31 84 83 134 09 Web www.toBBB.commaandag 23 april 12
  • 105. Martijn van Oijenmaandag 23 april 12
  • 106. @martijnvanoijen #SocialMedicamaandag 23 april 12
  • 107. @martijnvanoijen #SocialMedicamaandag 23 april 12
  • 108. 1 2 3 Introducing #SocialMedica #SocialMedica version 1.0 Future plans Identification of patients, their needs and demands by use of available data from Social Network platformsmaandag 23 april 12
  • 109. Overview 1 2 3 Introducing #SocialMedica #SocialMedica version 1.0 Future plans Identification of patients, their needs and demands by use of available data from Social Network platformsmaandag 23 april 12
  • 110. 1 Introducing #SocialMedica “Crohns is kicking me over and over again this month. I hope I dont have to increase treatment”maandag 23 april 12
  • 111. 1992: - Encyclopedia - Talk to neighbors - Call your family Rationale 2012: - Google / Wikipedia - Social Mediamaandag 23 april 12
  • 112. #SocialMedica: Using Social Media to increase quality of healthcare Healthcare clinic Rationale Patientmaandag 23 april 12
  • 113. #SocialMedica: Using Social Media to increase quality of healthcare Healthcare Provider clinic Rationale Patientmaandag 23 april 12
  • 114. #SocialMedica: Using Social Media to increase quality of healthcare Healthcare Provider clinic Rationale Patient Provider Patient Patientmaandag 23 april 12
  • 115. 2 #SocialMedica version 1.0 The use of Twitter to identify patients with Crohn’s diseasemaandag 23 april 12
  • 116. Introducing Twitter Micro-blogging: • ‘Tweet’: 140 characters • ‘Re-tweet’: Republished tweet Twittermaandag 23 april 12
  • 117. Feasibility study: – Are we able to identify Aim of the study Crohn’s patients on Twitter? – Is it a useful tool for measurement of disease activity and unmet needs?maandag 23 april 12
  • 118. Tweets with “Crohn” N=6,084 Language = English and Dutch N=5,421 Original tweets Re-tweets N=2,236 (41%) N=3,185 (59%)maandag 23 april 12
  • 119. Tweets with “Crohn” N=6,084 Language = English and Dutch N=5,421 Original tweets Re-tweets N=2,236 (41%) N=3,185 (59%) Patients Friends or Non-Profit or Healthcare Pharma/ N=987 (44%) Relatives Foundations Professionals Biotech N=484 (22%) N=432 (19%) N=167 (7%) N=137 (6%) Unclassified N=29(1%)maandag 23 april 12
  • 120. Van Oijen et al. (DDW 2012)maandag 23 april 12
  • 121. Results – Orginal tweets Van Oijen et al. (DDW 2012)maandag 23 april 12
  • 122. Results – Orginal tweets Van Oijen et al. (DDW 2012)maandag 23 april 12
  • 123. Results – Orginal tweets ‘I havent eaten food in 2 days and no appetite whatsoever. I’m used to this with #Crohns’ Van Oijen et al. (DDW 2012)maandag 23 april 12
  • 124. Results – Orginal tweets ‘Found out my friend is in the hospital with Crohns and has to have a bowel resection. I never knew :(‘ Van Oijen et al. (DDW 2012)maandag 23 april 12
  • 125. Results – Orginal tweets Van Oijen et al. (DDW 2012)maandag 23 april 12
  • 126. Results – Patient’ tweets Van Oijen et al. (DDW 2012)maandag 23 april 12
  • 127. Results – Patient’ tweets Van Oijen et al. (DDW 2012)maandag 23 april 12
  • 128. Results – Patient’ tweets @genag515 Wish I was full of energy and joys.. But on Social Security right now due to crohns, I hope I’m going back to work very soon Van Oijen et al. (DDW 2012)maandag 23 april 12
  • 129. Results – Patient’ tweets Van Oijen et al. (DDW 2012)maandag 23 april 12
  • 130. Results – Patient’ tweets ‘Seizure caused by low calcium, VitD & magnesium. But I dont have any direct Crohns symptoms now.’ Van Oijen et al. (DDW 2012)maandag 23 april 12
  • 131. Conclusion • Patients identifiably • Patient’ tweets largest category • Coping & limitations in daily activity • Disease activity • Twitter feasible to be a new data source for research Van Oijen et al. (DDW 2012)maandag 23 april 12
  • 132. ‘#Crohns will not keep me down! Well maybe sitting..’maandag 23 april 12
  • 133. ‘#Crohns will not keep me down! Well maybe sitting..’maandag 23 april 12
  • 134. 3 Future plans Real-time automated measurement of patients’ geotagged reportsmaandag 23 april 12
  • 135. #SocialMedica, version 2.0 Feasibility Automated processes Linking to other platforms Follow over time Geotaggingmaandag 23 april 12
  • 136. Tweets #SocialMedica, version 2.0 Containing ‘Crohn’maandag 23 april 12
  • 137. Tweets #SocialMedica, version 2.0 Containing ‘Crohn’ NLP Dynamic Cohortmaandag 23 april 12
  • 138. Tweets #SocialMedica, version 2.0 Containing ‘Crohn’ NLP Dynamic Cohort Facebook LinkedIn YELPmaandag 23 april 12
  • 139. Tweets #SocialMedica, version 2.0 Containing ‘Crohn’ NLP Follow Dynamic over time Cohort Facebook LinkedIn YELPmaandag 23 april 12
  • 140. Twitter density – Losmaandag 23 april 12 Angeles
  • 141. Twitter density -maandag 23 april 12 Amsterdam
  • 142. Acknowledgements Rachel Huisman, MD Victoria Sheen, MD Mirthe van der Valk, MD Rusha Modi, MD Lieske Scholtus Corey Arnold, PhD Vincent de Widt Eric Fischer, MCS Herma Fidder, MD PhD Garth Fuller, MPH Brennan Spiegel, MD MSHS Bart Kokke Stef de Jongmaandag 23 april 12
  • 143. @martijnvanoijen #SocialMedicamaandag 23 april 12
  • 144. @martijnvanoijen #SocialMedicamaandag 23 april 12
  • 145. Wrap-upmaandag 23 april 12
  • 146. http://www.flickr.com/photos/scott_rtw/1350993666/maandag 23 april 12
  • 147. Open Random Supportive http://www.flickr.com/photos/scott_rtw/1350993666/maandag 23 april 12
  • 148. http://www.flickr.com/photos/jamesjordan/2649170201/maandag 23 april 12
  • 149. maandag 23 april 12
  • 150. Webinars! 7, 14, 21 May 20.00 hmaandag 23 april 12
  • 151. maandag 23 april 12
  • 152. Saskia Ebeling Aernout van Haarst Irma Vijn Annika van Rosmalenmaandag 23 april 12
  • 153. Programme( 15.00&h &RegistraFon& Enjoy the drinks! 15.30&h &Social&media:&the&big&picture,(Lykle(de(Vries&(De&Ondernemers)& &How&have&Social&Media&changed&the&world?&Including&interesFng&cases&that&are&relevant&& &to&Life&Sciences.& 16.00&h& &Best&pracFces,&examples&from&entrepreneurs&and&scienFsts:& &Erik(Vollebregt&(Axon&Lawyers)&will&outline&how&he&uses&blogs&and&twi;er&to&reach&maandag 23 april 12 &his&audience&and&clients.&