There is a quiet movement happening. The social movement. It is being driven by the ordinary person. This deck describes the rise of the consumer and social media

1. PARTNERING FOR POSITIVE OUTCOMES IN THE
SOCIAL ENVIRONMENT
HEALTH CARE & PHARMA
By
Shirley Williams
Copyright 2013

2. This presentation was originally prepared and presented at
the Drug Information Association 2012 Annual meeting
[Ottawa] and revised for the Strategic Leadership Forum
[Toronto] which was unfortunately cancelled.
Revisions include data from Rise Of the Patient Talk Show
and posts from Social Media Pearls
The key messages are also transferrable to other sectors
2

3. There is a quiet movement happening.
Borders have been removed.
A universal language is being formed.
Connections are being forged.
Structures are being removed
3

4. It is being driven by the consumer.
The ordinary is becoming extraordinary
4

5. Taking A Step Back In History
Origin of the word consumer:
1375-1425 : Squanderer
5

6. Definition expanded in 1500s and still holds today.
To
-destroy
-use up
-eat or drink
-spend wastefully
-absorb
6

7. The current definition of consumer suggests
a passive recipient & for centuries business
owners treated consumers accordingly.
Many still do.
7

8. Brand Evolution: 1800 -1999
Distribution and media channel controlled
Organizations and
Consumers were
institutions focused
trusting and did
on getting in front to
not have a voice.
the customer and
However that
told them what they
began to change
wanted. A one-way
at the turn of the
controlled channel.
last century….
Paternalistic
1800:Trade-mark to show ownership ~ Something consumers buy
1920s: Brand-mark to show quality ~ Something consumers trust
1980s: Mass-Brand to show superiotiy ~ Something consumers prefer
8

9. Brand Evolution: 2000-
Multiple distribution and media channels
Consumers are no longer
passive. They wanted to be
convinced.
They have found their voice
and readily share it. They want
their say and have many
channels to do just that.
2000:Love-brand to show they are inspirational ~ Something consumers may love
9
Today: Wiki-brand ~ Something where consumers want to be involved

10. Today, consumers no longer just consume.
It is time to update that 1500 definition.
They are COMsumers
10

11. They are Dot COM Savvy
11

12. They want to COMmunicate
12

13. They want to COMprehend
13

14. They COMpose
14

15. They are COMmunity-driven
15

16. They COMpare
16

17. They COMmand
17

18. They COMmit
18

19. Rise Of The Health Care COMsumer:
ePatient Dave
Terminal Stage IV Cancer patient.
Zero options via traditional channels.
Survival options found in patient
community.
Leading voice on Patient Partnership
“Patient is not a third person word”
19

20. Rise Of The Health Care COMsumer:
Regina Holliday
Caregiver to terminal cancer patient.
Regina drives the importance of the social
media community in her quest for patient
partnership and access to data.
Regina enables patient stories via the
Walking Gallery.
“You can make a difference today. Don’t delay”
20

21. Rise Of The Health Care COMsumer:
Jennifer Sprung
Caregiver to special needs child.
Drives the need for improved patient -
physician communication.
Lack of options led her to conduct a
community outreach
Her research found an option in the
international community.
21
“Engage in your health, your love ones and children’s health”

22. Partnerships exist with Forward Thinkers
The lines of virtual and physical nolonger exists
The lines between professionals and consumers
are becoming blurred.
The lines between virtual and physical no longer
exists. Medicine 2.0 Congress
500 Attendees
Conversations are no longer defined by a physical 39 countries
structure alone.
Webcast
The consumer is very informed, becoming very
7,232 Tweets
educated and has significant reach. 14 Million Impressions
Global Trend
A new form of leadership is emerging.
From the 22
outside in.

23. Risk Of Not Engaging.
In the early 1900s, how many did not engage in this new tool?
This new communication
tool provided the ability to
communicate over vast
geographical distances
without seeing the person.
Hmmm, I wonder if this
was considered virtual?
23

24. Risk Of Not Engaging In Our Social Environment
Case: Medicine 2.0 Conference
Playing catch-up.
Lost opportunities.
Missed relationships.
An ignored audience of
over 2billion.
24

25. What of Leaders in Health Care & Pharma?
25

26. Study on Why Pharma Does Not Engage in Social Media
Is there a case for being socially friendly?
26

27. Hello? Hello?
Their absence is noticeable.
Is there a perspective on health care beyond the drug?
Beyond promotion?
27

28. Anyone?
Seeking information and support, health care and patient
communities are self organizing. Self educating.
Innovating and28driving change.

29. lion health
itter to the sum of 150+ mil
ealth conversations on Tw
Symplur has collected h The Rise Of The Patient
ears.
twee ts over the past 2 y
Twitter
h ealth ca
#hcsme re comm
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develop such as
ed high Health C
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ommun ial Medi
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One-third of U.S. consumers are using YouTube, Facebook and Twitter to find medical
information, research and share their symptoms. They also offer opinions about
doctors, treatments, drugs and health plans.29

30. The COMsumer Train has left the station….
30

31. The Winning Path To Partner in The Social
Environment
The Opportunity is Today
1. Humanize the brand. Humanize your
organization.
2. Listen within the related sectors.
3. Go beyond the event or campaign.
4. Engage beyond the product
5. Demonstrate leadership in an open
forum.
31 Drug Information Association

32. The Winning Path To Partner in The Social
Environment
The Opportunity is Today
6. Demonstrate an understanding of
the COMsumer.
7. Build credible relationships.
8. Develop brand ambassadors
within the social space.
9. Have a voice.
10. Above all, be Authentic.
32 Drug Information Association

33. Younger & future generations will not make the
distinction between the different environments
It will be another natural way to communicate.
So the challenge is, how fast can you adapt in order to stay relevant?
33

34. About Shirley Williams.
Shirley Williams has had a dynamic and assertive management career that has led to a reputation of
a visionary, result-driven and passionate leader with excellent strategic implementation and
motivational abilities.
Shirley has had 20+ years in the Pharmaceuticals, Healthcare and Information Technology. Shirley is
the CTO and owner at William Pearl and Social Media Pearls. Shirley consults in strategy, business
transformation, team development and social media. Shirley is also a New Media Enthusiast and
Advocate. She has her own Talk Radio Show on Social Business Environment, Rise of The Patient
and Give Start Ups A Chance.
Thank You
www.socialmediapearls.com
Follow Me

35. Credits
On Flickr References
• Sean Moffit: Wikibrands, A Customer Driven
• Walking Gallery by Regina Holliday Marketplace
• Across Health on Social Media and the
• Power user by Curosa
Pharmaceutical industry
• Shop Telephone by Telstar Logistics
• Morros by Bill Boutons
• Facebook Like by Owenbrown
• Cambodia4kids.org
• The chemist by Aussiegal
• DNA5 by Saynine
• CarbonNYC
• CzechR
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