Alex butler slides

The Real Social Media Question

@alex__butler
http://uk.linkedin.com/in/alexbutler2
#PmDigi

Why do we all need to care about health 2.0

The greatest change to Health Care since the inception of the NHS
This time the patient is really in
control

what is social media?
Social media broadly refers to all activities, practices and behaviours among communities of people gathering online to share information, knowledge & opinions using conversational media.
Chris Shipley is widely accepted as the first person to use the phrase ‘social media’ leading up to a conference in 2004.
This is web 2.0 &
health 2.0

livecasting
aggregators
photo
search
gaming
mobile
publishing
Inter personal
microblogging
social networking
RSS
audio
video
Virtual worlds

52% of adult europeans actively use health 2.0 to manage their own or a loved ones condition

health 2.0 consumers are...
Twice as likely as the average ehealth consumer to request a prescription.
Others rely on them to make decisions...They are influencers.
More than half discuss information they found online with their physician

74% of european physicians get medical information from blogs, message boards and online social networks

Re-defined the patient-physician relationship
changed patients path to treatment
& patient expectations...
& nearly 50% of EU physicians recommend websites to patients...

What are we trying to Achieve

Are you listening to your customers?

Have you joined the conversation and developed a dialogue?
Are you adding value?

Do you want to be a valued member of the community?

What are the challenges of implementing social media strategies

@JanssenUK

Rock stars highlight #hepatitisC risks-watch Get Tested Get Treated #NHSanimation here with Keith Moon & Jimi Hendrixhttp://bit.ly/9fzFMN2:00 PM Mar 6thvia HootSuite

Beach Boy Guitar legend David Marks talks about how he was diagnosed with #HepCby chance and his treatment successhttp://bit.ly/bMeSgd

Sadie Frost talks of her childhood and her fathers #HepC, She supports the @GETTESTEDcampaign http://bit.ly/cxkczO

Clubbers with condoms can jump the Q at Ministry of Sound-Great partnership with #NHS Havering PCT http://bit.ly/bBYkK2

AE’s

The reality
What constitutes an adverse event online?
...Very few (less than 0.1%) could be a reportable AE.
However
Recent survey with antibiotics conducted by John Mack
971 updates
113 discussed side effects/negative reaction
Question: Rather than avoiding AE’s should we as an industry be doing more to actively capture real world data?

Patientslikeme
500 Randomly selected blog posts out of 364,000 made in 2009
7% incorporated all 4 elements necessary for an FDA reportable AE
Epilepsy Community
Patient centred research.
Patients can openly track progress
Open online community for organ transplant recipients.
Novartis supported this development

The Real Social Media Questions
Is the industry genuinely ready to enter the social media community?
Do we really want to listen?
Are we preparedto offer real value?
Are we able to meet the challenge of real world data?

Thank You.

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Alex butler slides

by PM Society on May 18, 2010

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Alex butler slides — Presentation Transcript