Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. www.pharmaceutical-marketing-coach.com Ontario Pharmaceutical Marketing Association, May 7 2009 Copyright Marketing 4 Health Inc.

Just to name a few …. For ongoing list, go to: http://www.doseofdigital.com/healthcare-social-media-wiki/ and http://health20.org/wiki/Health_2.0_Companies Copyright Marketing 4 Health Inc.

Mini Online Survey Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other) Copyright Marketing 4 Health Inc.

Health 2.0 Awareness and Interest Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other) 3 involved in Health 2.0 project Copyright Marketing 4 Health Inc.

Canadian Pharma Concerns Others : Too many unknowns Maintenance: Time to keep project current and on track Selecting the `right` social media tools Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other) Copyright Marketing 4 Health Inc.

Others :

Too many unknowns

Maintenance: Time to keep project current and on track

Selecting the `right` social media tools

Health 2.0 Conversations About Healthcare A natural conversation within a group of trusted individuals Copyright Marketing 4 Health Inc.

We Trust a ‘ Person Like Me’ and Doctors Almost Equally Ref.: 2008 Edelman Trust Barometer, http://www.edelman.com/news/showone.asp?id=175 Copyright Marketing 4 Health Inc.

Copyright Marketing 4 Health Inc.

Share similar disease and treatment Share similar doctors and nurses as healthcare providers Copyright Marketing 4 Health Inc.

Share similar treatments Share similar causes Copyright Marketing 4 Health Inc.

How Does Pharma Fit In? Copyright Marketing 4 Health Inc.

Regulations Copyright Marketing 4 Health Inc.

If it is Advertising, it is Regulated “ Health product advertising is considered to be any representation, by any means for the purpose of promoting directly or indirectly the sale or distribution of any health product Ref.: Health Canada, Overview of Health Product Advertising, http://www. hc -sc. gc .ca/ dhp -mps/advert- publicit / fs - fi /advert- publi _ fs - fi -eng. php . Copyright Marketing 4 Health Inc.

“ Health product advertising is considered to be any representation, by any means

for the purpose of promoting directly or indirectly the sale or distribution of any health product

The Distinction Between Advertising and Other Activities Health Canada: http://www.hc-sc.gc.ca/dhp-mps/advert-publicit/pol/actv_promo_vs_info-eng.php Copyright Marketing 4 Health Inc.

Health Canada:

http://www.hc-sc.gc.ca/dhp-mps/advert-publicit/pol/actv_promo_vs_info-eng.php

Losing Control Over Content Ooops ! Too late. Copyright Marketing 4 Health Inc.

People are starting their own groups regarding pharma brands Copyright Marketing 4 Health Inc.

Some are giving medical advice Copyright Marketing 4 Health Inc.

Others are rating pharma brands (www.iguard.org) Copyright Marketing 4 Health Inc.

Adverse Events Copyright Marketing 4 Health Inc.

Target Market Copyright Marketing 4 Health Inc.

Canadians Engage in Social Media <30 years = 1/2 >60 years = 1/5 Zamaria, Charles and Fred Fletcher. Canada Online! The Internet, media and emerging technologies: Uses, attitudes, trends and international comparisons 2007. Toronto: Canadian Internet Project, 2008. Copyright Marketing 4 Health Inc.

Looking for Health Information is the 4 th Most Popular Internet Information Activity in Canada Zamaria, Charles and Fred Fletcher. Canada Online! The Internet, media and emerging technologies: Uses, attitudes, trends and international comparisons 2007. Toronto: Canadian Internet Project, 2008. Copyright Marketing 4 Health Inc.

Canadian Doctors Engage in Social Media http://www. essentialresearch .ca/essential-physician2008. aspx ?cid= ep &source=m4hi&mid= ppt

The CMA recognizes the importance of social media and is facilitating its use by Canadian physicians Copyright Marketing 4 Health Inc.

Future Canadian healthcare professionals are already active with social media Copyright Marketing 4 Health Inc.

Health 2.0 is Here. Now What? Health 2.0 Plan-of-Action Copyright Marketing 4 Health Inc.

Health 2.0 Plan-of-Action Get involved Monitor Agencies and clients partner together Be aware of risks Work with regulatory bodies Provide guidance to employees (social media policy) Learn and share findings about Health 2.0 Be a Health 2.0 champion for your company Copyright Marketing 4 Health Inc.

Get involved

Monitor

Agencies and clients partner together

Be aware of risks

Work with regulatory bodies

Provide guidance to employees (social media policy)

Learn and share findings about Health 2.0

Be a Health 2.0 champion for your company

Special Thanks !! These people provided input, proofread my slides and encouraged me ! Ben Carino Ray Chepesiuk Elaine Kelly Stephany Lapierre Natalie Rozman Martine Taylor Robyn Tocheri Whoever live-tweeted the meeting got a #followFriday recommendation from @pharmacoach Copyright Marketing 4 Health Inc.

Ben Carino

Ray Chepesiuk

Elaine Kelly

Stephany Lapierre

Natalie Rozman

Martine Taylor

Robyn Tocheri

Nat Bourre Marketing 4 Health Inc. www.pharmaceutical-marketing-coach.com Contact me on LinkedIn, Twitter (@pharmacoach), and FaceBook. Join the ‘ Pharmaceutical Marketing Coach’ Group on FaceBook, LinkedIn and Ning. Copyright Marketing 4 Health Inc.