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Social Media for Health Service Use


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Social Media for Health Service Use

  1. 1.                    Leveraging  Social  Media  for  Pharmaceutical  Companies    Realized  by  Synthesio               Summary   Introduction  .2   Social  media  and  the  new  health  paradigm.3   Millions  of  online  consumer  conversations    to  explore.4   Detecting  and  reacting  to  secondary  effects.5   A  super-­‐regulated  environment    that  limits  digital  initiatives.6   Best  practices  for  laboratories  .7   Conclusion  .8  Synthesio  –  Leveraging  social  media  for  the  health  sector  –  December  2010   1    
  2. 2.  Introduction    20%   of   the   content   generated   by   Internet   users   mentions   health   in   some   way.   According   to   Pew  Internet  Research,  60%  of  «  connected  »  people  use  Internet  as  their  first  source  of  information  about  health-­‐related  matters.      This   natural   tendancy   of   patients,   their   families,   and   their   doctors   to   express   their   opinions   on   certain   subjects   arises   certain  interests  among  pharmaceutical  laboratories  searching  for  customer  feedback.  The  thousands  of  conversations  published  each  day   on   social   networks,   like   blogs   or   forums   have   an   essential   role   for   these   professionals   seeking   to   better   understand   the  desires  of  their  demanding  customers.  The  main  issue  of  these  laboratories  is  being  able  to  participate  in  virtual  focus  groups  while  respecting  the  rule  of  this  super-­‐regulated  environment.                    Synthesio  –  Leveraging  social  media  for  the  health  sector  –  December  2010   2    
  3. 3.  Social  media  and  the  new  health  paradigm    Social  media  responds  to  a  primary  need  for  safety      People  behave  online  as  they  do  in  “real  life”.  In  a  recent  survey,  Forrester  made  an  interesting  correlation  between  the  Maslow    hierarchy  of  needs  and  what  motivates  people  to  share  content  online.  According  to  the  analysis,  people  join  online  communities  and  share  with  others  to  fulfill  a  need  for  safety  ;  this  is  the  second  level  in  the  Maslow  hierarchy  of  needs.  Many  people  wishing  to  socialize  converse  on  online  forums,  Facebook  or  Twitter  to  ask  for  or  look  for  advice,  gain  experience  and  particularly  to  be  reassured  about  their  health  condition.      Thus,  it  was  not  surprising  to  find  out  that  10%  of  all  the  comments  published  using  social  media  mention  the  word  HELP.      A  new  relationship  between  patients,  physicians  and  the  web    The  exponential  growth  at  which  content  is  being  published  each  day  on  social  media  has  had  a  significant  impact  on  the  relationships  formerly  established  among  physicians,  laboratories,  and  their  patients.  The  latter  now  use  the  Internet  to  search   for  information  about  their  symptoms  before  going  to  a  doctor.  They   readily  visit  sites  suchas  Doctissimo  or  PatientsLikeMe  in  order  to   diagnose  themselves  using  information  published  by  other  Internet   users.       Labs,   clinics,   hospitals,   and   physicians   find   themselves   increasingly   meeting   with   patients   that   are   overinformed   that   visit   their   doctors   with   a   pre-­‐formed   idea   of   their   pains,   associated   treatments   and   the  medications  most  often  used.  In   this   context   of   sur-­‐information,   professionals’   reputations   have   come   under   attack.   In   2010,   new   social   platforms   such   as  even  allow  patients  to  grade  their  physician’s  practice.  Forced  to  adapt  to  this  new  mode  of  consumption  of  medical  information,  some  chose  to  meet  up  in  virtual  communities  (like  to  exchange  between  health  professionals  and  have  new  information  on  diseases,  their  evolution,  and  patient  expectations.                              Synthesio  –  Leveraging  social  media  for  the  health  sector  –  December  2010   3    
  4. 4.  Millions  of  patient  feedback  comments  to  explore    Super  focus  groups      Thousands  of  patients  and  doctors  talk  with  each  other  on   a   massive   scale   on   networks   created   specifically   for   pains   such   as  cancer,  depression,  or  diabetes.  They  join  together  and  form  “super  focus  groups”  to  share  their  experiences  with  the  disease  and   its   associated   treatments.   These   new   media   provide   an   opportunity   for   marketing   directors   to   create   intimate   long   term  relationships  with  consumers  that  they  can  only  get  a  hint  of  through  traditional  focus  groups.  By  using  social  media  as  a  source  of  customer  feedback,  laboratories  can  also  overcome  the  structural  costs  related  to  traditional  focus  groups  (responsible  forrecruitment,  infrastructure,  personnel  costs)  and  benefit  from  a  clear  vision  of  the  complex  trends  and  expectations  of  your  customers  at  a  lower  overall  cost.    A  source  of  inspiration  for  targeted  marketing  content      Diverse   barriers   tied   to   social   image   or   the   fear   of   expressing   your   feelings   publicly   don’t   exist   on   online   forums   on   which  anonymous  identities  are  still  used.  This  allows  patients  to  share  their  reflections  and  questions  that  they  might  not  think  to  or  dare  to  share  with  their  doctor.  Feedback  from  patients  identified  are  more  sincere  on  the  Internet  as  they  are  not  subject  to  the   bias   of   questions   asked   by   researchers.   Exploration   of   these   conversations   provides   a   better   understanding   of   language   and  phrases   used   by   patients   that   can   be   used   by   laboratories   to   develop   more   effective   marketing   materials   (packaging,   digital  communication,  etc..)  targeting  both  physicians  and  their  patients.        Case  study  :  The  milk  lobby       Milk  often  has  a  negative  online  reputation  due  to  environmental  concerns  and  worries   about   allergies   and   organic   vs.   genetically-­‐modified   milk.   The   milk   lobby   began   monitoring   and   has   since   discovered   new   insights   on   customers’   needs.   The   results   were  surprising  for  them  :  They  first  noticed  that  70%  of  the  content  was  provided  by   women   worried   about   their   children’s   health.   Several   topics   reported   as   important   in   their   last   “traditional”   surveys   were   not   well-­‐represented   (eg   environmental   issues),   while  other  topics  that  they  weren’t  expecting  were  well-­‐represented  (eg  “weight-­‐loss   diets”   and   milk   were   associated).   They   hired   a   community   manager   to   work   side-­‐by-­‐side   with   a   nutritionist   to   provide   consumers   with   up-­‐to-­‐date   information   on   milk’s   benefits   and   conveniences.          Synthesio  –  Leveraging  social  media  for  the  health  sector  –  December  2010   4    
  5. 5.  Detecting  and  handling  adverse  events  online    The  impact  of  social  media  on  adverse  events    When   putting   into   place   a   social   media   monitoring   system,   laboratories   must   be   absolutely   ready   to   discover   adverse   events  that  must  be  communicated  to  the  authorities.  Recent  studies  reveal  that  the  percentage  of  conversations  reporting  side  effects  varies  between  0.2%  (Nielsen  Survey  2008)  and  7%  (Survey  Patientlikeme  2010).  These  low  percentages  are  due  mainly  to  the  difficulty  in  finding  all  4  criteria  that  define  an  adverse  event  on  social  media  (citing  drug  name,  brand,  identity  of  the  patient  and   his/her   prescribing   doctor).   However,   given   the   large   volume   of   discussions   published   every   day,   we   can   assume   that   some  drugs  with  dozens  of  side  effects  will  be  identified  daily.  In  practice,  the  detection  of  new  side  effects  is  much  rarer.  Indeed,  in  over  2  years  of  active  watches  for  large  laboratories,  Synthesio  has  only  identified  two  adverse  events  that  created  a  major  crisis  for   the   brand.   In   both   cases,   these   side   effects   were   identified   simultaneously   on   other   channels   (doctors,   the   FDA,   patients,  etc..),  but  social  media  represented  over  60%  of  all  content  published  surrounding  the  crisis.      Facilitating  the  detection  of  adverse  events      The  process  for  detecting  adverse  events  must  be  prepared  well  in  advance  of  any  monitoring.  It  requires  close  collaboration  between   analysts   that   are   sifting   through   published   discussions   on   products   and   services   and   your   communications   responsible  for   communicating   about   side   effects.   A   simple   system   of   automatic   alerts   based   on   chosen   keywords   allows   the   department   in  charge  of  pharmacovigilance  to  take  the  necessary  measures  quickly.        Anticipating  a  crisis    In  the  midst  of  a  communications  crisis,  each  statement  has  to  abide  by  a  lengthy  list  of  regulations  that  cannot  let  a  Pharma  company   respond   quickly   and   be   as   transparent   as   social   media   “rules”   would   like   them   to   be.   This   leaves   little   room   for   a  Pharma  company  to  say  what  they  would  like  in  a  crisis  situation  and  they  must  be  prepared  by  putting  a  social  media  crisis  plan  into  place  a  before  the  “fire”  happens  :      • Know  what  can  and  cannot  be  said  on  social  media    • Define  which  people  will  be  alerted  when  a  “fire”  occurs  • Identify  key  opinion  leaders:  both  advocates  and  detractors  • Analyze  which  areas,  products  and  countries  are  susceptible  to  a  crisis  • Define  the  right  KPI’s  to  measure  the  evolution  of  the  crisis  over  time  as  well  as    the  impact  of  your     communication    UCB,  a  community  for  epilepsy     PatientsLikeMe  is  a  leading  US  social  website  with  which  UCB  partnered  to  launch  a  patient  community  for   epilepsy.  This  platform  created  particularly  for  people  with  epilepsy  enables  UCB  to  better  understand   patients,  their  day-­‐to-­‐day  lives  and  treatment  experiences.  UCB  is  also  taking  the  lead  in  providing  patients   with  more  information  about  the  disease.  The  program  was  also  designed  to  capture  and  report  adverse   events  associated  with  approved  UCB  epilepsy  therapies  to  the  U.S.  Food  and  Drug  Administration  (FDA).  Learn  more:        Synthesio  –  Leveraging  social  media  for  the  health  sector  –  December  2010   5    
  6. 6.    A  super-­‐regulated  environment  that  limits  digital    initiatives      An  extremely  regulated  environment  limits  certain  initiatives      Over   the   past   few   years,   the   few   creative   initiatives   for   virtual   communities   on   networks   like   Twitter   or   Facebook   have   become  heavily   criticized.   These   media   promote   real-­‐time   responses   that   is   incompatible   with   strict   legal   regulations   of   laboratories.  This  environment,  severely  regulated,  leaves  little  room  for  strategies  such  as  those  that  worked  for  Novartis  or  Sanofi-­‐Aventis.              Novartis,  Tasigna’s  Facebook  page  ruled  to  be  illegal       Norvatis  set  up  a  Facebook  page  for  its  new  drug  Tasigna,  designed  to  treat  leukemia.  In  2010,   the  FDA  sent  a  letter  to  the  laboratory  in  order  to  report  a  misuse  of  Facebooks  sharing  tool.   According  to  the  FDA,  "the  shared  content  is  misleading  because  it  highlights  the  effectiveness   of  Tasigna  without  communicating  the  risks  of  using  this  drug.  "    Sanofi  Voices,  a  charter  for  controlling  content  created  by  users         Sanofi  Voices  is  a  network  of  employees,  retirees  and  partners  of  the  brand  that  decided  to   use  Facebook  as  their  communication  platform.  Soon  after  launch,  the  page  was  taken  over  by   consumers  reporting  adverse  events.  The  company  had  not  put  moderation  policies  into  place   and  began  by  unadeptly  deleting  critical  comments  before  tardively  deciding  to  publish  a   comment  directly  from  Sanofi  Voices  on  behalf  of  all  products  sold  by  the  group.                              Synthesio  –  Leveraging  social  media  for  the  health  sector  –  December  2010   6    
  7. 7.  Best  practices  for  laboratories    The   race   for   disease   oriented   online   spaces   began   in   2008.   Brand-­‐sponsored   or   not,   these   discussion   spaces   are   popular   among  patients   and   families   that   are   attracted   by   the   brand.   Certain   labs   have   even   come   to   create   their   own   platforms   to   which  numerous  patients  flock  in  search  of  information  about  their  illness.  We  often  find  medical  research  in  these  spaces,  indications  of  different  treatments  that  are  avilable,  as  well  as  a  forum  of  co-­‐helping  for  sick  people.        Parle  avec  elle,  breast  cancer  site,  France     Parle   avec   elle   is   a   community   site   for   breast   cancer.   Thanks   to   a   collective   blog   and   several   forums,   the   platform   has   maintained   a   convivial   atmosphere.   The   community   is   animated   by   Sophie,   a   community   manager   and   author   of   a   personal   blog   Femmes   avant  tout  that  is  clearly  marked  as  being  in  a  partnership  with  Roche.  The  sentiment  of   belonging  to  a  community  is  reinforced  by  photos  of  recently  connected  members.    Find  out  more  :    Children  with  Diabetes,  USA      In  2008  Johnson  &  Johnson  purchased  this  site  for  a  reported  amount  of  $6  million.   Children  with  diabetes  is  an  online  community  for  parents,  children,  adults,  and  families   living  with  type  1  diabetes.  The  site  offers  advice  from  health  professionals,  gives  updates  on  research  progress  and  provide  care  suggestions.  A  forum  with  over  600,000  conversations  is  available  for  visitors.  Learn  more:    CML  Earth     CML  Earth  is  a  social  network  for  patients  suffering  from  chronic  myelogenous   leukemia.  It  enables  people  from  around  the  world  to  gather  in  a  single  space  and  share   about  their  lives  with  the  disease.  The  site  has  interesting  geolocalization  features  that  allow  people  who  gather  virtually  to  find  their  peers  that  are  around  them  physically.    Learn  more:  More  case  studies  are  available  here:  Pharma  and  Healthcare  Social  Media  Wiki      Diabetes  in  6  countries    Interested   in   diabetes,   a   major   Pharma   brand   wanted   to   listen   to   online   conversations   to   identify   new   insights   around   diabetes  in  6  countries.  An  in-­‐depth  listening  of  social  media  uncovered  several  new  trends  that  had  not  yet  been  identified.  Surprisingly,  most  discussions  were  about  insulin  devices  rather  than  the  disease,  itself.  Pumps  and  pens  were  the  main  source  of  concern  of  recently  diagnosed  patients  who  were  struggling  to  find  the  best  device  option  for  themselves.  Using  these  results,  the  brand  reported  that  their  goal  is  to  work  on  new  materials  for  physicians  and  patients  on  how  to  cope  with   the   disease   by   answering   simple   questions   such   as:   How   to   choose   a   device?   What   are   recent   improvements   in   research?,  etc.    Synthesio  –  Leveraging  social  media  for  the  health  sector  –  December  2010   7    
  8. 8.  Conclusion    Adverse  events,  suggestions  for  product  optimization,  emerging  trends  or  potential  crises  are  identifiable  via  social  networks.  The  main  issue  is  being  able  to  separate  the  gold  from  the  rest  and  reducing  the  time  between  data  collection  and  its  internal  processing.  Appropriate  communication  in  real  time  involving  different  departments  (marketing,communications,  press  relations,  legal)  can  transform  onilne  consumer  feedback  into  real-­‐time  marketing  efforts.                                            About  Synthesio    Synthesio   is   a   global,   multi-­‐lingual   Social   Media   Monitoring   and   research   company,   utilizing   a   powerful   hybrid   of  tech   and   human   monitoring   services   to   help   Brands   and   Agencies   collect   and   analyze   consumer   conversations  online.   The   result   is   actionable   analytics   and   insights   that   provide   an   accurate   snapshot   of   a   brand   and   helps  answer  the  ultimate  questions  –  how  are  we  really  doing  right  now,  and  how  can  we  make  it  better. Founded  in  2006,   the   company   has   grown   to   include   analysts    who   provide   native-­‐language   monitoring   and   analytic   services   in  over  30  languages  worldwide.  Brands  such  as  Toyota,  Microsoft,  Sanofi,  Accor,  Orange  and  many  other  well-­‐known  companies  turn  to  Synthesio  for  the  data  they  need  to  engage  their  markets,  anticipate  and  prepare  for  emerging  crisis  situations,  and  prepare  for  new  product  or  new  campaign  launches.  In   2010,   Synthesio   continued   its   rapid   growth,   launching   offices   in   the   United   Kingdom   and   the   United   States   to  keep  up  with  demand  Synthesio  –  Leveraging  social  media  for  the  health  sector  –  December  2010   8