Pharmaceutical engagement and conversation escalation

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This process flow diagram can form the basis of engagement and escalation for pharmaceutical companies using conversational platforms such as social media or online health communities.

Product complaint
Public response
Conversation
platforms
Passive
(Listening)
Active
(Stimulating)
Environment Evaluation Escalation Engagement
Engagement and escalation process
Monitoring and triage
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Conversation of
interest
Compliment
Complaint
Question
Challenge
Information
Off-topic
Company
Person
Product
Company
Person
Product
Company
Person
Product
Company
Person
Product
Company
Person
Product
ALLOW: Go to step 3, escalate, engage
ALERT: Go to step 2, escalate
ACTION: Go to step 2, remove, explain
Other Step 2
Company
Person
Product
Positive
Negative
Ignore
Thank the person for
commenting
Correct
misinformation
Non-compliant
Explain why the
comment was
removed; remind of
terms or code
constraints
Factual
Incorrect
Adverse Event Drug Safety
Compliant
Legal / Medical
Opinion
Information check
Content check
Regulatory check
Private response
Situation room
Communications, PR,
Legal, Medical, etc.
2
3
4
Response
5
Report
Acknowledge issue;
next steps
Answer with
approved content or
redirect
Request
1
6
Product team
Inappropriate
Channel

Physicians and other healthcare professionals are flocking to public social media to collaborate with one another across countries and languages. They are debating clinical data, seeking advice from one another, and proactively forming networks that can shape the quality of future medical information. Movements such as #FOAMed (free open access medical education) are challenging the existing systems of knowledge transfer, and the future role of the life-sciences company within this network is yet to be defined. In this presentation Paul Grant will explore and interpret interactive data visualisations demonstrating how healthcare professionals have adapted to new and emerging channels and how their networks of influence can be used to gain deep insight about unmet medical information needs.

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