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Case Study: The Power of Patient Ambassadors and Activists

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Case Study: The Power of Patient Ambassadors and Activists

  1. 1. Case Study: The Power of Patient Ambassadors and Activists September 29, 2010 Jack Barrette, CEO Andy Levitt, Founder & CEO
  2. 2. Health Activists Are The New Opinion Leaders Social Media Creators & Editors are Health Activists On average, they create content for an audience of 15,000+ every month* *Source: WEGO Health Activist Benchmark Survey 2008 - 2010 Jakob Nielsen, Participation Inequality, 2006
  3. 3. Health Activist: Kerri Sparling Six Until Me Diabetes Health Activist Influence 2
  4. 4. Pharma Social Media Activist: Shwen Gwee
  5. 5. Carolyn Mahoney, XIAFLEX Marketing Auxilium Pharmaceuticals Dr. Tim Kingsbury Dupuytren’s Contracture Patient
  6. 6. Dupuytren’s Contracture
  7. 7. Brand Objectives Enroll Engage Empower
  8. 8. Market Research Insights Desire To Improved Connect Hand Function Want others to feel See this as a less alienated symbol of and more confident their health
  9. 9. Market Research Insights Desire To Improved Connect Hand Function Want others to feel See this as a less alienated symbol of and more confident their health “ think its an excellent idea. If people I can become aware you'd feel more normal. You wouldn't have to explain about it, more people could relate.”
  10. 10. Empowered Ambassadors
  11. 11. Permission-based Non-paid, non-contracted
  12. 12. Empowered Patients & Ambassadors "Hi Charlie, I live in Dallas, TX. Could you please tell me where I could get more information on where the injection treatment is available?"
  13. 13. A Patient Perspective
  14. 14. What’s Next?
  15. 15. Open Discussion

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