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.

1. Social media: Developing a strategy for pharma Daniel Ghinn Director of Digital Engagement Creation Healthcare

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)”

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

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%

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

16. In their words

17. In their words

18. Their advice

19. Potential of patient community TuDiabetes patient community

20. Overview

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?

33. Facebook in multiple languages

34. European e-petition

35. Engagement via Twitter

36. Cross-language communication through photography

38. 9 European patient groups equipped

40. Daniel Ghinn Director of Digital Engagement Creation Healthcare [email_address] http://creationhealthcare.com Twitter: @EngagementStrat