Social Media & Pharma - DIA Clinical Forum, Lisbon 13 October 2010

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Slides from Daniel Ghinn's presentation at DIA (Drug Information Association) 4th Annual Clinical Forum, Lisbon, 13 October 2010.

This session was part of the Medical Information & Communications track, and was aimed at orientating medical information professionals to the role of social media in healthcare engagement. It's a basic introduction to the changing roles of healthcare stakeholders and especially the 'e-Patient'; and includes examples of social media's role in healthcare engagement including a brand new case study of Pfizer's 'Can you feel my pain' strategy in Europe.

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  • These are slides from Daniel Ghinn's presentation at DIA (Drug Information Association) 4th Annual Clinical Forum, Lisbon, 13 October 2010.

    This session was part of the Medical Information & Communications track, and was aimed at orientating medical information professionals to the role of social media in healthcare engagement.

    It's a basic introduction to the changing roles of healthcare stakeholders and especially the 'e-Patient'; and includes examples of social media's role in healthcare engagement including a brand new case study of Pfizer's 'Can you feel my pain' strategy in Europe.

    Also includes a reference to Tudiabetes' 'Making Sense of Diabetes' video sponsored by Boehringer Ingelheim. Great example of using patients' own creative communication about their experience with disease to inform the wider comunity:

    <br /><object type="application/x-shockwave-flash" data="http://www.youtube.com/v/29bng1H4XTs?fs=1&amp;hl=en_GB" width="350" height="288"><param name="movie" value="http://www.youtube.com/v/29bng1H4XTs?fs=1&amp;hl=en_GB"></param><embed src="http://www.youtube.com/v/29bng1H4XTs?fs=1&amp;hl=en_GB" width="350" height="288" type="application/x-shockwave-flash"></embed></object>
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Social Media & Pharma - DIA Clinical Forum, Lisbon 13 October 2010

  1. Social media: Developing a strategy for pharma Daniel Ghinn Director of Digital Engagement Creation Healthcare
  2. <ul><li>The views and opinions expressed in the following PowerPoint slides are those of the individual presenter and should not be attributed to Drug Information Association, Inc. (“DIA”), its directors, officers, employees, volunteers, members, chapters, councils, Special Interest Area Communities or affiliates, or any organization with which the presenter is employed or affiliated. </li></ul><ul><li>  </li></ul><ul><li>These PowerPoint slides are the intellectual property of the individual presenter and are protected under the copyright laws of the United States of America and other countries. Used by permission. All rights reserved. Drug Information Association, DIA and DIA logo are registered trademarks or trademarks of Drug Information Association Inc. All other trademarks are the property of their respective owners. </li></ul>Disclaimer Drug Information Association www.diahome.org
  3. Insurer The Internet Patient Doctor Specialist Media Hospital Pharmaceutical company
  4. Motivations to go online n= 32,000; Adults 16-64 SOURCE: Breslauer, B. & Smith, T., October 2009. “Social media trends around the world! – The GlobalWeb Index (GWI)”
  5. % e-Patients by country <ul><li>Sample size: 5,183 </li></ul><ul><ul><li>US: 1,000 </li></ul></ul><ul><ul><li>UK: 1,078 </li></ul></ul><ul><ul><li>Germany: 1,000 </li></ul></ul><ul><ul><li>Russia: 1,081 </li></ul></ul><ul><ul><li>China: 1,024 </li></ul></ul>SOURCE: Health Influence in the Era of Public Engagement. Edelman , (January 2009)
  6. Searching for health information after diagnosis Q: Right after you or a family member has been diagnosed with a condition or disease by a doctor, which of the following actions do you take right away? Source: About.com Health Study (N = 1,321) June 2010
  7. Searching for health information about chronic conditions Q: Six months after you or a family member has been diagnosed with a condition or disease by a doctor, which of the following actions do you take right away? Source: About.com Health Study (N = 1,321) June 2010
  8. Challenges for pharma <ul><li>Social media does not respect national or regulatory boundaries </li></ul><ul><li>Two-way engagement cannot be controlled like broadcast communications </li></ul><ul><li>Consumers do talk about adverse events via social media </li></ul><ul><li>The landscape continually changes </li></ul>
  9. ‘ Side effects’ mentions by therapy area SOURCE: “ Reportable Adverse Events and the Internet ” Creation Healthcare, October 2010 % of potentially reportable adverse events amongst mentions, by therapy area studied, after adjusting for spam and anomalies Of these, a minority would require further investigation as possible reportable adverse events 42% 14%
  10. Opportunities for pharma <ul><li>Learn by measuring patient behaviour </li></ul><ul><li>Increase relevance of communications </li></ul><ul><li>Play a role as a stakeholder in public health </li></ul><ul><li>Respond to the rise of the e-patient </li></ul>
  11. Online discussions about Parkinson’s Disease Loïc Elleboudt, UCB Pharma SA, Brussels, Belgium. Presented at the 2nd World Parkinson Congress, September 28-October 1, 2010; Glasgow, UK Parkinson’s Disease symptom map by grouped theme found in online conversations amongst people with Parkinson’s and their carers
  12. The power of conversation Johnson & Johnson Health Channel on YouTube
  13. Overview: J&J Health Channel <ul><li>Over 2.4 million views since 2008 </li></ul><ul><li>Proactive engagement, interacting with comments: </li></ul><ul><ul><li>Puts a human face on the corporation and goes to core values of connecting with the customer, engaging and having 1-to-1 dialogue </li></ul></ul><ul><li>90-95% videos are not product specific </li></ul><ul><li>Source of objective healthcare information </li></ul>
  14.  
  15. Approach <ul><li>Engaging proactively </li></ul><ul><li>Honest and open stance on what is and isn’t within the control of the company - plain English legalities </li></ul><ul><li>Consistency in moderation of conversation; </li></ul><ul><ul><li>Allowing controversial content, but drawing the line on off-topic or inappropriate behavior </li></ul></ul><ul><li>Just one part of J&J’s engagement strategy </li></ul><ul><ul><li>Linked with Facebook; Twitter; Blogs </li></ul></ul>
  16. In their words
  17. In their words
  18. Their advice
  19. Potential of patient community TuDiabetes patient community
  20. Overview
  21.  
  22.  
  23.  
  24. Observations
  25. How it started
  26. In their words
  27. Making Sense of Diabetes
  28. Making Sense of Diabetes
  29. Making Sense of Diabetes
  30. The strength of collaboration Pfizer Can You Feel My Pain?
  31. Concept: Can You Feel My Pain? <ul><li>An awareness-raising and influencing campaign that exists online entirely in social media </li></ul><ul><li>Engaging through connectors (patient groups) </li></ul><ul><li>Multiple social media channels allow individuals to use preferred platforms </li></ul>
  32. International & multi-language <ul><li>Europe-wide social media strategy embracing multiple languages </li></ul><ul><li>Regional strategy; local implementation </li></ul><ul><li>Channel-dependent approach to languages </li></ul><ul><li>Supports variations in local culture & channel preferences </li></ul>
  33. Facebook in multiple languages
  34. European e-petition
  35. Engagement via Twitter
  36. Cross-language communication through photography
  37. Engaging through partners <ul><li>Patient groups equipped to use social media channels to support strategy </li></ul><ul><li>Flexible implementation options allow individual groups to support preferred channels </li></ul><ul><li>Collaborative awareness-raising adds value for each partner </li></ul>
  38. 9 European patient groups equipped
  39. Key steps <ul><li>Plan for engagement – it’s happening already </li></ul><ul><li>Seek out opportunities </li></ul><ul><li>Don’t ignore the challenges </li></ul><ul><li>Ask the difficult questions </li></ul><ul><li>Collaborate with colleagues </li></ul><ul><li>Research & discover what your customers & stakeholders are doing online </li></ul>
  40. Daniel Ghinn Director of Digital Engagement Creation Healthcare [email_address] http://creationhealthcare.com Twitter: @EngagementStrat

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