The document discusses how social media has changed the landscape for pharmaceutical companies and patients. It notes that patients now use the internet to research health information and feel more empowered. It suggests that companies must change their approach from "push" messaging to engaging with communities to be successful. Companies are advised to think big but start small with social media efforts and focus on experiences, dialogue, transparency, and access through education, information and compliance.

1. Patients Journey
Συνδηµιουργία
Web 2.0
ΕµπειρίεςLet’s Talk About
Pharma in the Social
Landscape
...and it’s not a joke!
Ioannis Ofakoglou
Founder & Director of Pharma Market Journal
www.pmjournal.gr
@ofakoglou

2. Tik Tak

3. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
Multichannel world
Markets are conversations
Market as a forum
Powerful word of mouth
mobility connectivity
(Cluetrain Manifesto)

4. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
doctors

5. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
patients

6. Patients Journey
Συνδηµιουργία
Web 2.0
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All practitioners
and patients
reported that
patients are using
the Internet to
find out
healthcare
information.
They were
concerned mostly
about the risk of
misinformation
and the impact
this could have.
Patients described
the Internet as
very useful as a
quick, easy way to
gather information
and opinions
about any medical
condition.
The Internet
makes patients
more active and
responsible.
People trust each other
Power of organizing without
organizations
Eurobarometer Qualitative Study, “Patients Involvement”, Aggregate Report May 2012, TNS ICAP for Greece

7. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
Patients
Empowerment
World Healthcare Organization, “Vision 2020 Patients Empowerment”
Passive patients will become empowered participants

8. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
Revolution
doesn’t happen when society adopts
new technology,
it happens when society adopts new
behaviors
#Clay Shirky

9. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
Who will save
us from social
media???
?

10. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
Traditional way
Company, Product, Marketing,
Broadcast Message, Value and...
#PUSH

11. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
Social Media has
changed the game

12. engage
with
communities

13. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
Think BIG
Start small
Act NOW!!!

14. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
Co-create
Experiences
#Διάλογος#Διαφάνεια
#Ρίσκο#Πρόσβαση
C.K.Prahalad. Venkat Ramaswamy - The Future Of Competition

15. Education
Information
Compliance

16. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
From Mass to Niche
Personalized Health
Patient Centric Healthcare
#Big Data

17. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
ROI?
Return On Investment

18. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες

19. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
Συµπεριφερθείτε στους
ανθρώπους σαν να είναι
το 2 ετών παιδί σας

20. Patients Journey
Συνδηµιουργία
Web 2.0
Εµπειρίες
Future Of
Competition
Human DNA

21. Patients Journey
Συνδηµιουργία
Web 2.0
ΕµπειρίεςThanks!!!
Ioannis Ofakoglou
Founder & Director of Pharma Market Journal
www.pmjournal.gr@ofakoglou