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Role of Social media in the Pharmaceutical industry in Singapore

Copyright (c) 2012 Amritha Chottakurien
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Role of Social media in the Pharmaceutical industry in Singapore

  1. 1. An untapped value proposition for the Pharmaceutical Industry in Singapore AMRITHA CHOTTAKURIEN SHLOKA SHETTY
  2. 2. 2
  3. 3. Agenda 3
  4. 4. Topic IntroductionResearch ObjectivePre-review ProgressLiterature ReviewResearch MethodologySecondary Research 4
  5. 5. ChallengesPrimary ResearchConclusions and ImplicationsLimitations of studyFuture scope of studyKey Learnings 5
  6. 6. Topic IntroductionResearch ObjectivePre-review ProgressLiterature ReviewResearch MethodologySecondary Research 6
  7. 7. Research Methodology Domain IndustryOur Area Of A Need-Gap Interest Analysis 7
  8. 8. Topic IntroductionResearch ObjectivePre-review ProgressLiterature ReviewResearch MethodologySecondary Research 8
  9. 9. To study whether Social Media is an untapped value proposition for theSingaporean Pharmaceutical Industry from a consumer and industry perspective Interview Information Information Action Needed Use • Get reactions of • Find out customers’ • Pharma industry will patients, doctors & preferences, rationale, use the findings to pharma industry feelings, and beliefs leverage the full experts who use social about the use of social potential of social media media by pharma media in an effective companies manner 9
  10. 10. Topic IntroductionResearch ObjectivePre-review ProgressLiterature ReviewResearch MethodologySecondary Research 10
  11. 11. Need to broaden scope to benchmark In Qualitative with best practice research, need to create summary with Compare and contrast Q & A key success factors and areas in context of SingaporeNeed to enhancecredibility at thestudy by addingmore relevantstatistics 11
  12. 12. Topic IntroductionResearch ObjectivePre-review ProgressLiterature ReviewResearch MethodologySecondary Research 12
  13. 13. From a consumer’s Social media has become Social media restores the perspective, SNS an important factor in balance of power enhances influencing various between buyers and communications and aspects of human sellers provides credibility for behavior brands Lot of underutilized Develop and maintain a Great many challenges and potential and an social media voice for opportunities untapped market in life sciences place organizations 13Sources on References slide
  14. 14. Topic IntroductionResearch ObjectivePre-review ProgressLiterature ReviewResearch MethodologySecondary Research 14
  15. 15. 15
  16. 16. Topic IntroductionResearch ObjectivePre-review ProgressLiterature ReviewResearch MethodologySecondary Research 16
  17. 17. Secondary Research 59% use social media for 6 hours or more 58% have an active corporate Facebook account Fortune 500 33% use for 11 or more hours weekly companies 62% have an active corporate Twitter account 15% of marketers spend more than 20 hours each week on social media One of the most evolved social media markets in Weekly time the world Singapore commitment 72% saw a boost in turnover due to social 65% primarily active on channels Facebook 83% agreed that social media is 43% noticed an improvement in effective for marketing sales due to social campaigns 23% growth for Facebook when compared 91% saw improved website traffic Benefits to 2010 79% are generating more quality leads 17Source: M. Stelzner. (2012, Apr). How Marketers Are Using Social Media to Grow Their Businesses. 2012 Social Media Marketing Industry Report.
  18. 18. Secondary Research Singapore embarked on its Biomedical Sciences (BMS) initiative in 2000 BMS is the second-largest manufacturing cluster Health care Pharmaceuticals Biotechnology Medical Technology7 of the worlds top pharmaceutical and biotechnology companies have invested in 30 commercial-scale manufacturing facilities in Singapore8 of the top 10 pharmaceutical have their regional headquarters in Singapore to drive business expansion in Asia 20
  19. 19. Secondary Research Goods Producing Industries – 6.8% Business Other Services 90% Services, 2.7% Industries, 6.7% Manufacturing, 7.6% Construction, 2.6% Wholesale & Retail Trade, 1.1% Finance & Transportation & Insurance, 9.1% Storage, 4.7% Services Producing Industries – 4.4% Accommodation & Food Services, 5.8% Information & Communications, 1.5 %Note: All data from 2011 22Source: Ministry of Trade and Industry Singapore. (2012, May 17). 2012 GDP Growth Forecast Maintained at 1.0 to 3.0 Per Cent. Performance of the Singapore Economy.Retrieved from http://www.singstat.gov.sg/news/news/gdp1q2012.pdf
  20. 20. Secondary Research 25.00% 2011 GDP Percentage by Industry at Current Market Price 19.64% GDP Percentage 20.00% 16.32% 15.00% 13.28% 11.23% 10.70% 10.00% 7.70% 5.00% 3.90% 3.37% 1.41% 2.23% 0.03% 0.00% Industries in Singapore Series1 23Source: Singapore Department of Statistics. (2012). Gross Domestic Product By Industry. Retrieved from http://www.singstat.gov.sg/stats/themes/economy/ess/essa11.pdf
  21. 21. Secondary Research Total Output Value Added 8% 11% 9% 16% 10% 30% 29% 34% Biomedical Manufacturing = 22% 9% Pharmaceuticals + Medical 13% 9% Technology Electronics Electronics Chemicals Chemicals Biomedical Manufacturing Biomedical Manufacturing Precision Engineering Precision Engineering Transport Engineering Transport Engineering General Manufacturing Industries General Manufacturing Industries 24Source: Economic Development Board. (2012). Gross Domestic Product By Industry. Retrieved from http://www.singstat.gov.sg/stats/themes/economy/ess/aesa93.pdf
  22. 22. Secondary Research 25Source: Retrieved from http://www.edb.gov.sg/edb/sg/en_uk/index/industry_sectors/healthcare/facts_and_figures.html
  23. 23. Secondary Research Activity • Sanofi-Aventis, Novartis, Boehringer Ingelheim, Pfizer/Wyeth and Roche seem to be leading the pack • Not so active groups: AstraZeneca (also have an English and French fan page), Teva, GSK (French fan page), Lilly, JNJ, and Pfizer Members • Sanofi (US) and Novartis both set up official fan pages with 1500+ members Employee Activism • Boehringer Ingelheim, Roche, Novartis and Wyeth with Facebook groups of 500+ members Negative Sentiment • Number of unofficial pharma groups expressing negative sentiment towards many company Country Groups • Egytian and Turkish country groups seem to exist for basically every pharma company 27Source: Retrieved from www.facebook.com
  24. 24. Johnson & Johnson • Provides useful and interesting content about the company • Fosters an open and respectful dialogue relating to the specific issues and topics covered in their posts • Place for community members to connect with our company • Learn about our Corporate initiatives and programs • Content available is for informational purposes only • Not intended to be a substitute for professional medical advice, diagnosis, or treatment 28Source: Johnson & Johnson Network. Retrieved from https://www.facebook.com/jnjSource: Johnson & Johnson Social Media. Retrieved from http://www.jnj.com/responsibility/Our_Social_Media
  25. 25. 29
  26. 26. Pfizer • Active and responsive on all major social networking platforms. • News, announcements, or information • Pfizer Ends Social Media Bid For Trial Recruitment • Pfizer helps its employees better understand and use social media Pfizer states that “some people remain reluctant about using social media to sign up to participate in trials, even though they use the Internet to gather information about needed medications and research into diseases” 30Source: Retrieved from http://econsultancy.com/sg/blog/10437-growing-pains-pfizer-tackles-social-media and http://www.pharmalot.com/2012/06/pfizer-ends-social-media-bid-for-trial-recruitment/
  27. 27. 31
  28. 28. As long as no brand name is mentioned, this is a completely acceptable form of promotion according to Health Canada 32Source: Retrieved from http://marketing4health.ca/tag/pfizer/
  29. 29.  Several companies like Merck (@merckcareers1) and AstraZeneca (@JoinAstraZeneca and @AstraZeneca Jobs) have decided to boldly go where no other pharmaceutical companies have gone before and are beginning to experiment with Twitter as a recruiting tool 33
  30. 30. 34
  31. 31. ChallengesPrimary ResearchConclusions and ImplicationsLimitations of studyFuture scope of studyKey Learnings 35
  32. 32. Challenges• Highly regulated industry• Advertising laws did not anticipate social media• Failure of the FDA to issue regulatory guidance• Companies penalized for misleading promotional activities• Agency for Science, Technology and Research (A*STAR)• Economic Development Board (EDB)• Health Sciences Authority (HSA) and Ministry of Health 36
  33. 33. Challenges • Singapore Association of • Identity theft Pharmaceutical Industries (SAPI) Industry • Potentially damaging information Privacy • Code of Marketing Practices • Negative financial impact • Self-discipline within the industry • Misused medical data • Communication to the public • Misdiagnosed illnesses and erroneous medical advice 37Source: Singapore Association of Pharmaceutical Industries (SAPI). Retrieved from http://www.sapi.org.sg/mktg.htm#GeneralPrinciples
  34. 34. ChallengesPrimary ResearchConclusions and ImplicationsLimitations of studyFuture scope of studyKey Learnings 38
  35. 35. Primary Research For In-depth Interview For Survey Doctors Expats Pharma companies PR Patients Locals Hospital Health insurance companiesSocial Media Audience Profiles Singapore Demographics 39
  36. 36. Primary Research Family Physician Medical Officer, Alternative Therapist General HospitalPresence online Presence on any social On Facebook and online Facebook Not on any social networking site forums - aesthetic networking site treatments rather than medical treatments Purpose of using Personal use only To keep in touch with NIL social media friends and family To make professional and business contacts To have discussions with other physicians/doctorsCustomer Patient interactions Apprehensive because Patient confidentiality NILRelationship on SNS he considers it too Prefers face to faceManagement personal a platform to interactions interact with patients Unethical and inappropriate 40
  37. 37. Primary Research Family Physician Medical Officer, Gen Alternative Therapist Hosp.Level of Trust and Apprehensions of Personality Distortion Privacy risks. Patient Not on social mediaConfidence using social media confidentiality should not be breached Government ease on SAPI strict regulations Doctors or health care Doesn’t believe it will regulations laid down by industry professionals misusing happen because these players themselves. Do social media should be things take time and not think they’ll change dealt with strictly. So very strong reasons it. regulations are needed need to be there to lead to any kind of change Reasons for Life Doctors follow the Probably due to the Too personal and not Sciences absence on practice of best regulatory environment for such information SNS evidence sharingDisseminating Activities that can be NIL General information Promote alternateInformation & done regarding side effects, lifestyle and inform notCreating Awareness uses and opinions only on allopathy regarding alternatives 41
  38. 38. Primary Research Number of Interviewees : 12 Brand trust is determined by Age range : 23 – 38 yrs personal experience Time spent online : 5 hrs / day online reviews word of mouth Time spent on Social Media Platforms: recommendations 2 hrs / day brand age feel good factor associated withRevelations brand 9 out of 12 respondents said that pharmaceutical & biomed companies should be on Social Media platforms 12 out of 12 respondents stated that their first point of contact for any medical related issue will be their doctor Present on SNSs to connect, be informed and share information
  39. 39. Primary ResearchDOs Create awareness about viral diseases and epidemics Address public issues related to the company be it negative or positive Educate the community DONTs Manipulate information to Tie up with credible bodies like WHO to spread promote products awareness and show support Help Self Diagnose Share success stories of people and drugs Increase awareness about the brand and market their brand effectively Daily tips to promote a healthy lifestyle
  40. 40. Ray Kerins, Pfizer VP Worldwide Communications “Regulations are needed Companies are wanting to have regulations because they want to do it right” “Only the government is not responsible forsetting these regulations, even industry players must get into the conversation” 44
  41. 41. Primary Research Cluster AnalysisFactor Analysis Cross Tabulation 46
  42. 42. Gender-wise Breakup Income-group Breakup Less than $20,000 SGD 31% 26% $20,001 to $30,000 41% SGD 59% 9% $30,001 to $60,000 14% SGD 14% 6% $60,001 to $100,000 SGD Male More than $100,001 SGD Female Do not wish to discloseNote: Income is annual salary 47
  43. 43. Marital Status Breakup Age-wise Breakup Single Married Other 70% Percentage of Respondents 60% 1% 50% 40%36% 30% 20% 63% 10% Series1 0% Age Group 48
  44. 44. Weekly time spent on Social Networks 50% 45%Percentage of time spent 40% 35% 30% 25% 20% 15% 10% 5% 0% 0-5 6-10 11-15 16-20 21-25 26-30 31-35 36-40 More hours hours hours hours hours hours hours hours than 41 hours Series1 48% 17% 11% 10% 7% 2% 3% 0% 2% 49
  45. 45. Social Network Preference 140 120No of Respondents 100 80 60 40 20 0 Facebook Twitter LinkedIn Google+ Other Series1 126 64 92 79 13 Social Media Platforms 50
  46. 46. Factors that drive to trust a brandVariables Factors Cluster 1 Cluster 2 Cluster 3Age of Brand Quantifiable 0.31497 0.61019 -0.36361 measures of brandFinancialPerformance of (Factor 1)BrandRecommendations Proven Brands -0.21238 -1.38306 0.50889Personal Experience (Factor 2)with BrandReview posts Online presence of -1.02529 0.96465 0.38264regarding brand BrandSocial Media (Factor 3)presence of Brand 51
  47. 47. Factors that drive to trust a brand Cluster: Online Presence of Brand Age-wise Break up Gender-wiseUnder 18 years 18-29 30-39 40-49 More than 50 Male Female 11% 5% 5% Weekly time spent on social media 47% 26% 0% 53% 53% 5% 11% 11% 47% 5% 16% 5% 0-5 hrs 6-10 hrs 11-15 hrs 16-20 hrs 21-25 hrs 26-30 hrs 31-35 hrs More than 35 hrs 52
  48. 48. Factors that drive to trust a brand Cluster: Online Presence of Brand 53% of the cluster comprises of people fall in the age group 18-30 years 63% of the cluster spend 0-10 hours on social media every week This cluster equally represents both the sexes Pharma companies stand to increase brand reputation by being on social media by targeting this cluster 53
  49. 49. Sharing of health information through social media Health related activities 50 45No of Respondents 40 35 30 25 20 15 10 5 0 Post about your Comment about Share health- Trace and share Support a Don’t do due to health your health related videos or your health health-related Privacy issues experiences or experiences or images symptoms or cause updates updates behavior 54
  50. 50. Sharing of health information through social mediaVariables Factors Cluster 1 Cluster 2 Cluster 3Doctors Medical Experts 0.95677 0.03947 -0.48834Medical Forums (Factor 1)Health Insurance Medical related -0.10184 1.44425 -0.59178Company CompaniesPharmaceutical (Factor 2)CompanyPatients Patients/Peer -0.75888 0.33366 0.22512 (Factor 3) 55
  51. 51. Sharing of health information through social media Cluster: Patients/PeerGender-wise Breakup Age-wise Breakup Martial status-wise Under 18 years 18-29 Breakup 30-39 40-49 Above 50 20 No of respondents 43% 15 0% 0%57% 11% 10 25% 5 64% 0 Single Marrie Other Male d Series1 17 10 1 Female 56
  52. 52. Sharing of health information through social mediaBreak up of Respondents  People are more likely to share information with other patients 25% 52%  Example: Pfizer tackles Social 23% Cluster 1 Media (slide no. 28) Cluster 2 Cluster 3Pharma companies should not probe customers for their personal health information 57
  53. 53. Trusting health information received through social mediaVariables Factors Cluster 1 Cluster 2 Cluster 3Doctors Medical Experts 0.29458 0.74093 -1.01984Medical Forums (Factor 1)Health Insurance Medical related -0.07962 0.15714 -0.13735Company CompaniesPharmaceutical (Factor 2)CompanyPatients Patients/Peer 1.54715 -0.48876 -0.29474 (Factor 3) 58
  54. 54. Cluster 2 Cluster 3Gender-wise Breakup Gender-wise Breakup 47% 46%53% 54% Male Male Female Female Weekly time spent online by respondents over 21 years 21% Cluster 2 79% Cluster 3 59
  55. 55. Trusting health information received through social media  People are more likely to trustBreakup of Respondents information posted by: o pharmaceutical and health 20% insurance companies 37% Cluster 1 o doctors and medical forums Cluster 2  Disseminating Information 43% Cluster 3  Online community and disease group forums Pharma companies should look at sharing and disseminating information that customers are seeking 60
  56. 56. Customers’ wants from Pharma companies on social mediaVariables Factors Cluster 1 Cluster 2 Cluster 3Connect with other Information -0.2 -0.20670 0.28237customers ExchangeGet product/serviceupdates (Factor 1)Share links tocontentLearn more about Organizational -0.579 -0.68449 0.86811business Informationorganization (Factor 2)Post Complaints Issue Redressal 0.93292 -1.21278 -0.03659 (Factor 3) 61
  57. 57. Customers’ wants from Pharma companies on social media  Approximately 75% of theBreakup of Respondents respondents want to:  learn more about the organization 34%  the pharma company to address41% their issues effectively Cluster 1 Cluster 2 25% Cluster 3  Example: J&J (slide 27) and GSKPharma companies must focus on customer relationship activities 62
  58. 58. Product Information sharing by Pharma brands on social mediaVariables Factors Cluster 1 Cluster 2 Cluster 3Information on New and emerging 0.43423 -0.43904 -1.15496drugs in trial phase pharma productsClinical trialupdates (Factor 1)Side effects due to Effects of drugs -0.13029 -0.82771 0.9462drugExpert review of (Factor 2)drugDrug Content Drug content -0.32876 1.462 0.16844Information information (Factor 3) 64
  59. 59. Product Information sharing by Pharma brands on social media  67% of the people want more information on  Drugs in trial phase Breakup of Respondents  Clinical trial updates  They are more interested in new and 20% emerging products in the industry Cluster 113%  Example: Canadian Pharma companies Cluster 2 67% (slide no. 29 ) Cluster 3  Side effects of drugs not very significant Pharma companies should create more awareness about their upcoming products 65
  60. 60. Leverage of Social Media by Pharma brandsFactors Cluster 1 Cluster 2 Cluster 3Career Portal -0.80529 0.51827 -0.10507Customer -0.35736 -0.99704 0.41933RelationshipActivitiesCommunity Health 1.84645 -0.43940 -0.04350Programs 66
  61. 61. Activities performed by Pharma brands do for customers on social media  67% of the respondents believe that pharma can use social media to build Breakup of Respondents on customer relationship 4% 23%  25% also believe it’s a good idea to Cluster 1 have a career portal on social media Cluster 2 73% Cluster 3  Example: Novartis (slide no. 30)  Community Health Programs not very significant 67
  62. 62. Breakup of Respondents above Breakup of Respondents in the the age of 40 yrs age group 18-40 5% 7% 11% 30% Cluster 1 Cluster 1 63% Cluster 2 Cluster 2 84% Cluster 3 Cluster 384% of the middle-aged respondents are Respondents in the age group of 18-40 years interested in customer relationship also believe it’s a good idea to have a activities career portal on social media 68
  63. 63. Social Media Platforms - Pharma companies should consider being on Social Media Platforms Other YouTube LinkedIn Twitter Facebook 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Percentage of Respondents 69
  64. 64. ChallengesPrimary ResearchConclusions and ImplicationsLimitations of studyFuture scope of studyKey Learnings 70
  65. 65. Disseminating Information Awareness – Product Information Career Portal Customer Relationship Management Target the best social media platform ! 71
  66. 66. Disseminating Information - Survey results 2 and 3 Provide credible trustworthy critical information – Epidemic awareness Learn more about the business organization - News and updatesAwareness – Product Information - Survey Results 5 Pharmaceutical companies should spread awareness about upcoming productsCareer Portal - Survey Results 6 Use social media platforms effectively for talent recruitmentCustomer Relationship Management - Survey Results 4 and 6 Implement effective communication strategies Staff training to be a priority Customer service for issue redressal Better relationships will influence the corporate brand experience and reputationSOCIAL MEDIA IS THE MANTRA! - Survey Results 1 and 7 72
  67. 67. ChallengesPrimary ResearchConclusions and ImplicationsLimitations of studyFuture scope of studyKey Learnings 73
  68. 68. Evolving social media Integration of social Senior management tools and trends media tools level not very adept with using social media tools Sample Size Country Limitation 74
  69. 69. ChallengesPrimary ResearchConclusions and ImplicationsLimitations of studyFuture scope of studyKey Learnings 75
  70. 70. Consumer attitude towards sharing and trusting health/drug related information on social media platforms Individual profiling of clusters once the social roadmap is in place Research on social media and online privacy in terms of attitudes, behaviors, and its unintended consequences Study should be more holistic and inclusive of consumer perception, behavior and attitude towards entire life sciences industry 77
  71. 71. ChallengesPrimary ResearchConclusions and ImplicationsLimitations of studyFuture scope of studyKey Learnings 78
  72. 72.  Networking is important! Being adaptable and flexible HUMILITY! Segregating relevant from irrelevant information Remember there is always SCOPE TO LEARN! 79
  73. 73. 80
  74. 74. 81
  75. 75.  Allison M., (2010). Social media for life sciences: Trick or Tweet? Deloitte Debates Bond, C., Ferraro, C., Luxton, S., & Sands, S. (2010). Social Media Advertising: An Investigation of Consumer Perceptions, Attitudes, and. Retrieved from http://anzmac2010.org/proceedings/pdf/anzmac10Final00326.pdf Kaplan, A. M., & Haenlein, M. (2009). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, Kelley School of Business, Indiana University,53(1), 59-68. doi: 10.1016/j.bushor.2009.09.003 Mangold, W.G & Faulds, D.J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons. Kelley School of Business, Indiana University. (357—365) Microsoft Advertising. (2012, Feb 17). Social Advertising and Driving Word of Mouth: The Social Advertiser’s View. 82
  76. 76. Back-up slides 83
  77. 77.  Financial Services Government B2B Companies Life Sciences Life Sciences and Financial Services are the major industries contributing to Singapore’s economy
  78. 78.  Financial Services  Singapore has become Southeast Asia’s banking and finance hub  Singapore is one of the top 5 most-active foreign exchange trading centres in the world  Social media does not reach the target audience of high net worth individuals  However, banks and financial institutions are on par with current social media trends  Life Sciences  Emerged as one of the pillars of Singapore’s economy in recent times  Tuas Biomedical park plays a key role in attracting investment from global biomedical companies  S$500 million Biopolis, spread over two million square feet is another factor  Rigorous Intellectual Property regulatory framework, drug approval capabilities, promotion of good clinical practices and bio safety  Heavily regulated industry hence not much presence on SNSSource : Guide Me Singapore. (2009, Apr 01). Major Industries in Singapore. Retrieved from http://www.guidemesingapore.com/blog-post/singapore-life/major-industries-in-singapore
  79. 79.  Singapore Life Science Industry comprises of Pharmaceuticals, Biomedical and Healthcare sectors  Pharmaceutical industry contributes to 16% of the manufacturing industry in Singapore and 4.8% of the GDP (2011)  Singapore aims to grow its Biomedical Sciences output to £12.5 billion by 2015  More than 30 leading biomedical science companies have established regional headquarters in Singapore  More than 50 companies are carrying out biomedical sciences R&D that includes drug discovery, translational and clinical research.  Singapore is now home to more than 6,000 researchers from across the globe  7 of the worlds top pharmaceutical and biotechnology companies have invested in 30 commercial-scale manufacturing facilities in Singapore  8 of the top 10 pharmaceutical and all of the top 10 medical technology companies have their regional HQs in SingaporeSource : UK Trade & Investment. (2010). Biotechnology & Pharmaceutical Opportunities in Singapore.
  80. 80. Companies Presence Activity BASF Asia Pacific Facebook and Twitter Generic comments made by page visitors on questions or articles posted by BASF AstraZeneca Facebook No activity found on FB page Abbot Facebook and Twitter No activity found on FB page Twitter page advertising their products and few health related info links AkzoNobel Facebook and Twitter Generic comments made by page visitors on questions or articles posted by AkzoNobel Baxter Twitter Sustainability report, Career options, Information about company and campaigns Pzifer Facebook and Twitter Pfizer Fan of the week, about the company, achievements and campaigns; Company news on twitterGlaxoSmithKline (GSK), Pfizer and Merck & Co., are the leading drug makers of Singapore
  81. 81.  40 responses 97.5% of respondents use Facebook as a Social Networking platform
  82. 82. Most favorable social network platform on which people have created their personal profiles
  83. 83. How likely would you be to share information about your health through social media with the following?
  84. 84. How likely would you be to share information about your health through social media with the following?
  85. 85. 75% responded saying they are members of a fan page for a brand or product on Facebook 40% think advertising on SNS is useful Over 50% of respondents have supported a health related cause through social media 28% have commented about their health experiences

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