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Digital, Social Media and Healthcare: A clash of cultures?

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Digital, Social Media and Healthcare: A clash of cultures?

  1. 1. #smwketchum Welcome Wednesday 25th September 2013 Social Media Week 2013
  2. 2. #smwketchum Agenda Sebastian Stokes Digital, Social Media and Healthcare: A clash of cultures? Dominic Tyer Social Innovation for Pharma Alexander Davies Social Innovation for Health Charities and NGOs Questions and Answers Closing remarks
  3. 3. #smwketchum Digital, Social Media and Healthcare: A clash of cultures? Sebastian Stokes Ketchum 25 September 2013
  4. 4. 4 | 27.09.13 #smwketchum Who wants to engage socially with a Pharmaceutical company? Does a Pharmaceutical company want to engage socially with you?
  5. 5. 5 | 27.09.13 #smwketchum Dr Google
  6. 6. 6 | 27.09.13 #smwketchum How has Healthcare Approached Social Media? • Public information and disease awareness activities • Unprecedented information exchange between patients e.g. PatientsLikeMe • Charities organising fundraising activities, provision of information direct to patients • Hospitals adopting use of social media to improve patient support and knowledge translation e.g. Mayo Clinic
  7. 7. 7 | 27.09.13 #smwketchum Healthcare Professional Use of Social Media? 42% of HCPs currently use a Professional Social Network e.g. Sermo, Ozmosis, Medscape Physician Connect 30% of HCPs use Consumer Social Networks (twitter, FB, You Tube) for professional purposes
  8. 8. 8 | 27.09.13 #smwketchum Healthcare Professional Use of Social Media?
  9. 9. 9 | 27.09.13 #smwketchum So What is the Big Issue? Pharma has been slow to adopt Social Media compared to consumer brands due to regulations and restrictions in communicating direct to consumers Few compelling case studies
  10. 10. 10 | 27.09.13 #smwketchum Has regulation inspired innovation… Is this the start of real innovation for healthcare within the social space…
  11. 11. #smwketchum Social Innovation for Pharma Dominic Tyer Editorial Director, PMGroup Author, Digital Intelligence blog on PMLiVE.com 25 September 2013
  12. 12. 12 | 27.09.13 #smwketchum The Industry Standard?
  13. 13. 13 | 27.09.13 #smwketchum The Problem Slow to react Confused legal teams Chasing return- on-investment Regulatory fear Lack of curiousity about how channels could be harnessed
  14. 14. 14 | 27.09.13 #smwketchum Janssen: Psoriasis 360 “If you take part in a social media community then you need to be aware of the etiquette of that community. “Hopefully we will play an open and inclusive part in that community, rather than just trying to push out information,” Janssen
  15. 15. 15 | 27.09.13 #smwketchum Janssen: Psoriasis 360
  16. 16. 16 | 27.09.13 #smwketchum Sanofi in Diabetes
  17. 17. 17 | 27.09.13 #smwketchum Sanofi: The DX
  18. 18. 18 | 27.09.13 #smwketchum Meningitis Research Foundation, Meningitis Trust, Meningitis UK and Novartis: Meningitis: Keep Watching
  19. 19. 19 | 27.09.13 #smwketchum Meningitis Research Foundation, Meningitis Trust, Meningitis UK and Novartis: Meningitis: Keep Watching
  20. 20. 20 | 27.09.13 #smwketchum Mapping Influence
  21. 21. 21 | 27.09.13 #smwketchum Boehringer Ingelheim: Targeted Tweeting
  22. 22. 22 | 27.09.13 #smwketchum Boehringer Ingelheim: Targeted Tweeting
  23. 23. 23 | 27.09.13 #smwketchum Boehringer Ingelheim: Targeted Tweeting
  24. 24. 24 | 27.09.13 #smwketchum Crowdsourcing
  25. 25. 25 | 27.09.13 #smwketchum Crowdsourcing
  26. 26. 26 | 27.09.13 #smwketchum What has Innovation Achieved Being more prominent in social spaces has improved the industry’s reputation Improved its reach, both on a targeted or a mass communication level
  27. 27. #smwketchum Social Innovation for Health Charities and NGOs Alexander Davies Campaigns and Digital Engagement Manager at Royal College of Nursing 25 September 2013
  28. 28. 28 | 27.09.13 #smwketchum What is the RCN? • The largest professional nursing union in the world. • We have 410,000 members in the UK. • We represent nurses and nursing, promote excellence in practice and shape health policies.
  29. 29. 29 | 27.09.13 #smwketchum The RCN and Social Media • The objectives: • We needed to overhaul (not just change) the model of engagement • We needed to activate more members • We needed to connect with members in a new way • We wanted to make the most of a popular tool.
  30. 30. 30 | 27.09.13 #smwketchum The RCN and Social Media • The challenges: • An organisation that was slow to react • Internal suspicion/cynicism • Four country/multi-satellite issue • A workforce with unpredictable working habits/huge pressure
  31. 31. 31 | 27.09.13 #smwketchum Our Journey • It all began in 2009. • ‘Nursing counts’ empowering our members to get involved in the general election. • Our first journey into the world of social
  32. 32. 32 | 27.09.13 #smwketchum Our Journey • The results? – 25,000 people signed up in support – 30,000 emails were sent to politicians – Over 700 parliamentary candidates signed up – 133 MPs in the House of Commons today backed the RCN’s campaign
  33. 33. 33 | 27.09.13 #smwketchum The RCN and Social Media
  34. 34. 34 | 27.09.13 #smwketchum The RCN and Social Media
  35. 35. 35 | 27.09.13 #smwketchum The RCN and Social Media The viral factor...
  36. 36. 36 | 27.09.13 #smwketchum The Results • Internal buy-in of social media • The most popular trade union on social media • A whole new community of brand advocates • A place for debate and discussion • A changed model of engagement
  37. 37. 37 | 27.09.13 #smwketchum The RCN and Social Media • Our golden rules: • At least one post a day, two if possible. • Questions get responded to within 24 hours. • Negative comments about RCN stay up. • Debate is good. • There is one RCN, so there’s one Facebook page.
  38. 38. 38 | 27.09.13 #smwketchum
  39. 39. #smwketchum Thank You Wednesday 25th September 2013 Social Media Week 2013

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