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The impact of social media on the pharmaceutical sector


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A presentation delivered to an audience of medical information, researchers, and clinical trial colleagues from within the pharmaceutical industry at the DIA Clinical Forum in Basel, 12th October 2011

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The impact of social media on the pharmaceutical sector

  1. 1. IMPACT OF SOCIAL MEDIA ON THE PHARMACEUTICAL SECTOR<br />Paul Grant<br />Head of Strategy Implementation<br />
  2. 2. Media<br />Hospital<br />Patient<br />The Internet<br />Specialist<br />Doctor<br />Pharmacist<br />Insurer<br />
  3. 3. New socialized ‘touch’ points<br />Share positive<br />Engage in online community<br />Share negative<br />Discuss online/offline<br />Visit GP<br />Customer loyalty<br />Visit website<br />Search, or respond to a social message<br />Time<br />
  4. 4. Very personal when N=1<br />Return on investment?<br />Time<br />
  5. 5. Health<br />
  6. 6.
  7. 7. What might they find?<br /><ul><li>People are sharing very personal and sensitive user generated content (UGC). Using ‘ADHD’ as an example, there are already;
  8. 8. More than 1,540 ADHD social groups on Yahoo!
  9. 9. Over 7,155 photos ‘tagged’ as ADHD in Flickr
  10. 10. More than 3,550,000 ADHD forum discussions
  11. 11. More than 3,500 views per day (average) of the Wikipedia ADHD page. It has been viewed 116,564 times in the last 30 days
  12. 12. More than 40,543 resolved questions about ADHD in Yahoo! Answers
  13. 13. 100's of ADHD related Facebook groups</li></li></ul><li>
  14. 14.
  15. 15.
  16. 16.
  17. 17. Can UGC = clinical data?<br />
  18. 18. Credibility<br />Conversation<br />Historically, we would say something like…<br />In health social media, it’s more like…<br />Community<br />Content<br />Cause<br />Competition<br />Collaboration<br />Why are they doing this?<br />Physical/Safety<br />Source:<br />
  19. 19. The age of the ‘e-Patient’<br />Equipped with the skills to manage their own condition<br />Enabled to make choices about self-care and those choices are respected<br />Empowered<br />Engaged in their own care<br />Equals in their partnerships with the various physicians involved in their care<br />Emancipated<br />Expert patients can improve their self-rated health status, cope better with fatigue and other generic features of chronic disease such as role limitation, and reduce disability and their dependence on hospital care<br />Source: E-Patient, // (last visited Oct. 4, 2011).<br />
  20. 20. Our idea of the world<br />Source: © Copyright SASI Group (University of Sheffield)<br />
  21. 21. The world by population<br />Source: © Copyright SASI Group (University of Sheffield)<br />
  22. 22. The ‘English’ language world<br />Source: © Copyright SASI Group (University of Sheffield)<br />
  23. 23. The ‘Chinese’ language world<br />Source: © Copyright SASI Group (University of Sheffield)<br />
  24. 24. % e-Patients by country <br />Sample size: 5,183<br />US: 1,000<br />UK: 1,078<br />Germany: 1,000<br />Russia: 1,081<br />China: 1,024<br />Source: Health Influence in the Era of Public Engagement. Edelman, (January 2009)<br />
  25. 25. ‘Participatory’ role in outcomes<br />It is largely accepted that when patients DO play a role in their care, there are benefits:<br />Improved experience and thus better overall outcomes<br />(Stewart et al., The Impact of Patient-Centred Care on Outcomes, Journal of Family Practice, September 2000, Vol. 49, No. 9)<br />Improved adherence <br />(Robinson et al., Patient-centered care and adherence: definitions and applications to improve outcomes, J Am Acad Nurse Pract. 2008 Dec;20(12):600-7)<br />
  26. 26.
  27. 27. Mmmm - ‘So what?’<br />There are many ‘Social’ opportunities for pharmaceutical companies:<br />Clinical trials recruitment<br />Engaging with HCPs<br />Raising awareness<br />Monitoring product safety<br />Learning about personalised health solutions<br />Accessing real-world data<br />Crowd-sourcing research<br />Etc.<br />
  28. 28. Pharma<br />Pharma<br />Media<br />Hospital<br />Patient<br />‘Social’ Pharma<br />The Internet<br />Specialist<br />Doctor<br />Pharmacist<br />Pharma<br />Pharma<br />Insurer<br />
  29. 29. What about regulation?<br />“…the complex regulatory requirements for pharmacovigilance, brought in to protect patients at a time of information scarcity, are now acting as a barrier to the use of this information as an important additional resource to protect public health”<br /> ABPI 13 June 2011<br />Source: Pharmacovigilance and the Internet: A Call for Change<br />
  30. 30. Nothing has really changed<br />“If you are a pharmaceutical company in Europe, don’t inappropriately promote prescription-only products through digital, or any other channels.”<br />Paul Grant 13 April 2011<br />
  31. 31. Image credit:<br />
  32. 32. Image credit:<br />
  33. 33.
  34. 34. “A tiny spark can set a great forest on fire.”<br />James 3:5<br />
  35. 35.
  36. 36. Listening<br />Reputation<br />Trends<br />Opportunities<br />Engaging<br />Real-time response team<br />Long term relationship building (i.e. Journalists, Physicians)<br />Pharmacovigilance<br />Protocols<br />Scenario scripts<br />Crisis resolution<br />Clear and resourced escalation/approvals process<br />Integrated offline/online communications centre<br />Internal/external expenditure<br />Remove inefficiencies<br />Requires a ‘paradigm shift’<br />
  37. 37. IT<br />Communications<br />Brand team<br />External Creative Agency<br />Medical Information/Safety<br />Information Technology<br />Source:<br />Who owns ‘engagement’?<br />
  38. 38. How? What don’t we know?<br />Know<br />What we know we know<br />What we know we don’t know<br />Engagement<br />Know<br />Don’t Know<br />Don’t Know<br />What we don’t know we know<br />What we don’t know we don’t know<br />Source: Adapted from<br />
  39. 39. Other tips for starters<br />Plan for change <br />Where is the weakest link?<br />Think about duration – not just launch; the total cost of ownership <br />You do not have control (over 3rd party platforms e.g. Facebook)<br />They can and will change things without notification<br />At any point, your initiative can be removed, irrecoverably lost or be unavailable<br />You do not usually own the rights to content, but are responsible for it<br />Build a repository of knowledge about your company initiatives<br />For an emergency response and for best practise/precedent sharing<br />Take a view on: <br />the landscape, experience you have to date, your own resources and risk profile<br />Don’t join in because everyone else is<br />Demonstrate intent/compliance with existing code and regulations<br />
  40. 40. Get the strategic edge!<br />Subscribe for the e-Journal for business leaders and communicators in<br />