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Patient Engagement via Social Media

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Speech held by Sebastian Kölsch at the SMI Social Media in the Pharma Industry Conference in London, January 27th, 2010

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Patient Engagement via Social Media

  1. 1. SERVING YOUR TRUE CUSTOMERS Patient Engagement via Social Media 1 Sebastian Kölsch, 27th January 2011
  2. 2. MY SPEECH IS ABOUT… • Confessions • Observations • Conclusions • Solutions 2 Sebastian Kölsch, 27th January 2011
  3. 3. CONFESSION #1• I‘m not a digital native• School was way behind reality• I‘m trying to always follow what‘s going on 3 Sebastian Kölsch, 27th January 2011
  4. 4. CONFESSION #2 • Privacy is key to me • I‘m a Facebook addict • I like its usability • All in one: friends, family, professional contacts, English, French, German 4 Sebastian Kölsch, 27th January 2011
  5. 5. CONFESSION #3• Professional networks are key to specialty areas• Great career opportunities• Important industry information in discussion boards 5 Sebastian Kölsch, 27th January 2011
  6. 6. CONFESSION #4 • I‘m NOT on Twitter (at least not contributing) • It‘s very specialised, quite complicated, a bit technical • It‘s like a vintage car: loved and kept alive by and very useful to its fans, but nothing for the great public 6 Sebastian Kölsch, 27th January 2011
  7. 7. OBSERVATION #1• Pharma is waiting for guidelines• Pharma is waiting for “There‘s no examples substitute• Pharma is not looking for outside pharma experience”• Pharma considers a forum from a M&S ad being social enough 7 Sebastian Kölsch, 27th January 2011
  8. 8. OBSERVATION #2 “Pharma uses • Pharma is too focused on ROI market research much as a • But there‘s no questioning drunk uses a about other channels‘ ROI lamp post – for support, not • Nothing is as measurable as online activities illumination”Ian Talmage (via Twitter @pharmaguy) 8 Sebastian Kölsch, 27th January 2011
  9. 9. OBSERVATION #3• Social Media is public• HIV, Oncology, MS and others are probably not the things to discuss in public• (So might also be ED)• Social Media doesn‘t end with a Facebook page 9 Sebastian Kölsch, 27th January 2011
  10. 10. OBSERVATION #4 • Facebook, but even more Twitter are just entries • There‘s still the need of something behind • Without a supporting website, social media is nothing but an email newsletter 2.0 10 Sebastian Kölsch, 27th January 2011
  11. 11. CONCLUSION #1• Observation is good. But don‘t miss its end.• Don‘t observe only the technology, but also your target audience.• Be courageous. Don‘t be afraid of errors. (Ask your clinical trials department.) 11 Sebastian Kölsch, 27th January 2011
  12. 12. CONCLUSION #2 • There might be other solutions than Facebook. • For every brand there‘s the appropriate channel. • If you are into numbers: KPIs are different, too. Define them, then design. • You won‘t be the first! 12 Sebastian Kölsch, 27th January 2011
  13. 13. SOLUTION CASE STUDY A Multiple Sclerosis Community 13 Sebastian Kölsch, 27th January 2011
  14. 14. THE IDEA• Providing a platform to MS patients for information, interaction and support• Creating an own social network providing privacy• Enabling local search, private messaging, group creation• An open forum (post-moderated) “without” restrictions 14 Sebastian Kölsch, 27th January 2011
  15. 15. THE EXTRA• Some of the features are only for patients already taking the drug• The batch number being the key for entry• Integrated into the offline patient service centre• Special discussion area about the drug 15 Sebastian Kölsch, 27th January 2011
  16. 16. THE BENEFITS The Patients• have an own community they can trust• can build groups online and later offline• get new information they can instantly discuss about• taking the specific drug get valuable extra services without needing to talk on the phone or seeing a nurse 16 Sebastian Kölsch, 27th January 2011
  17. 17. THE BENEFITS The Company• is able to build, gain, re-gain trust• can follow every discussion and react instantly (by replying, not deleting)• has a new way of supporting patient compliance• is (probably) able to get new patients 17 Sebastian Kölsch, 27th January 2011
  18. 18. KEY LEARNINGS• When you entered into conversation, never stop it!• When you launch an interactive tool, be interactive!• When you open a forum, accept criticism!• When you invite others into your brand, be prepared!• When you go for technology, keep on innovating! 18 Sebastian Kölsch, 27th January 2011
  19. 19. THE POWER IS WITH THE CONSUMER“The power is with theconsumer. Consumers arebeginning, in a very realsense, to own our brandsand participate in theircreation. We need to beginto learn to let it go…” A.G. Lafley, CEO, P&G 2006 19 Sebastian Kölsch, 27th January 2011
  20. 20. THANK YOU• Sebastian Kölsch• Koelsch Pharma Services GmbH Habsburgerstr. 90 79104 Freiburg Germany• sk@koelschpharmaservices.com 20 Sebastian Kölsch, 27th January 2011

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