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Social Media and Pharma:  Support for patients,  or new commercial channel to care? Rob Halkes October 7, 2010 value innovation in medical and life sciences
Disclosure ,[object Object],[object Object],[object Object],[object Object]
Select One of Two ,[object Object],[object Object],[object Object]
Some starting points ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is this with Social Media? Crossweb.nl chainconnection.com
And What could you do with them?  bartvandecasteel.wordpress.com Livecast Virtual  Worlds Life  stream Social  Games MMO Publish Share Discuss Micro blog Social Networks
Social Media is about “sharing”
Transactional Occasional Impersonal Short-term Create Desired Outcomes Continuous Intimate Loyal partner Web 1.0 ,[object Object],[object Object],[object Object],[object Object],Web 2.0 ,[object Object],[object Object],[object Object],[object Object],Web 3.0 ,[object Object],[object Object],[object Object],[object Object],Relate Communicate Collaborate Listen Engage
Relationship between Content - Privacy 1. 2. 3. 4. General  Information  Specific Information  Private  Communication   Public Communication The patient’s  health care  process 4.
What constituents are using  social media? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
My colleagues from Deloitte: “ Social networks hold considerable potential value for health care organizations because they can be used to reach stakeholders,  aggregate information and leverage collaboration.”
Tremendous use ,[object Object],[object Object]
Examples of any will take to much time
 
 
 
 
 
 
And in Europe, Germany: ,[object Object],[object Object],[object Object],[object Object],© Alexander Schachinger, Humbold University, Berlin, Forthcoming
Tremendous Use, e.g. “Mobile Health”
And,  today:
A typical Pharma campaign
Living with ADHD, the design:
The analysis of communication circles
The Result ,[object Object],[object Object]
What do patients want?  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example: PatientsLikeMe
Example: PatientsLikeMe
 
What’s the obligation to pharma marketers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sandra van Nuland, Zamire Damen April 2010
How to tackle the obligations? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Pharma learned in this: ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pfizer’s principles in online information Rene Neubach, October 2010
As for Pharma regulations re. Communication ,[object Object],[object Object],[object Object]
 
 
 
Reconsider, it’s about health outcomes: “ROH”!
One way information - “ Access” - Detailing Conferencing Educating Experience Co-Creation - Collaboration Partnership -  Improving Health Care Outcomes Two way Communication - To interact - E-detailing Email campaigns Building communities Web 1.0 ,[object Object],[object Object],[object Object],Web 2.0 ,[object Object],[object Object],[object Object],Web 3.0 ,[object Object],[object Object],[object Object],[object Object],Relate Communicate Collaborate
In pharma:  multi-party communities may arise, mingle, interact and promote and warrant participation in the community,  not so because it is convenient to pharma, but primarily because the communities  create mutual value !   Practice nurses doctors pharmacists specialists Health insurance support Home care support Community  agents Pharmaco agents Family and friends Device  companies Patients
Imagine structuring and solving problems in process of delivery and implementing the therapy Industry HCI GP Ph Nurse Logistics Etc. Family Friends Coach Etc. Patient Other Patients Experience Co Creation in Care, Halkes
Forecasting the trend ,[object Object],[object Object],[object Object],[object Object]
THANK YOU
References  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Van Spaendonck’s BU “Value Innovation in Medical and life Sciences” is a focused consultancy firm. Van Spaendonck management consultancy supports and directs parties and professionals to  proper choices and processes to create and develop their USP ,  a better market position and performance.  In the dynamics of health care systems, pharmaceutical industry, health care insurers, social parties, and health care professionals will be challenged more and more to their added value. The business unit “Value innovation for Medical and Life Sciences,”  has the needed expertise and experience to initiate and develop processes and clinics for health care, marketing,  sales and management systems, professional development, and strategic organisational change.  20 years of consultancy expertise to pharmaceutical and medical industry, life sciences and health care.  Actual research and publications in health care and marketing developments. Rob Halkes BU Van Spaendonck – Value innovation in Medical and Life Sciences T +31 418 578000 M+31 653 420722    E  r.halkes@VanSpaendonck.nl  G.E.H. Tutein Noltheniuslaan 7 W  www.medicalandpharmamarketing.com     4181AS Waardenburg T  www.twitter.com/rohal     the Netherlands

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Social media and pharma

  • 1. Social Media and Pharma: Support for patients, or new commercial channel to care? Rob Halkes October 7, 2010 value innovation in medical and life sciences
  • 2.
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  • 5. What is this with Social Media? Crossweb.nl chainconnection.com
  • 6. And What could you do with them? bartvandecasteel.wordpress.com Livecast Virtual Worlds Life stream Social Games MMO Publish Share Discuss Micro blog Social Networks
  • 7. Social Media is about “sharing”
  • 8.
  • 9. Relationship between Content - Privacy 1. 2. 3. 4. General Information Specific Information Private Communication Public Communication The patient’s health care process 4.
  • 10.
  • 11. My colleagues from Deloitte: “ Social networks hold considerable potential value for health care organizations because they can be used to reach stakeholders, aggregate information and leverage collaboration.”
  • 12.
  • 13. Examples of any will take to much time
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  • 21. Tremendous Use, e.g. “Mobile Health”
  • 23. A typical Pharma campaign
  • 24. Living with ADHD, the design:
  • 25. The analysis of communication circles
  • 26.
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  • 30.  
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  • 37.  
  • 38. Reconsider, it’s about health outcomes: “ROH”!
  • 39.
  • 40. In pharma: multi-party communities may arise, mingle, interact and promote and warrant participation in the community, not so because it is convenient to pharma, but primarily because the communities create mutual value ! Practice nurses doctors pharmacists specialists Health insurance support Home care support Community agents Pharmaco agents Family and friends Device companies Patients
  • 41. Imagine structuring and solving problems in process of delivery and implementing the therapy Industry HCI GP Ph Nurse Logistics Etc. Family Friends Coach Etc. Patient Other Patients Experience Co Creation in Care, Halkes
  • 42.
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  • 45. Van Spaendonck’s BU “Value Innovation in Medical and life Sciences” is a focused consultancy firm. Van Spaendonck management consultancy supports and directs parties and professionals to proper choices and processes to create and develop their USP , a better market position and performance. In the dynamics of health care systems, pharmaceutical industry, health care insurers, social parties, and health care professionals will be challenged more and more to their added value. The business unit “Value innovation for Medical and Life Sciences,” has the needed expertise and experience to initiate and develop processes and clinics for health care, marketing, sales and management systems, professional development, and strategic organisational change. 20 years of consultancy expertise to pharmaceutical and medical industry, life sciences and health care. Actual research and publications in health care and marketing developments. Rob Halkes BU Van Spaendonck – Value innovation in Medical and Life Sciences T +31 418 578000 M+31 653 420722 E r.halkes@VanSpaendonck.nl G.E.H. Tutein Noltheniuslaan 7 W www.medicalandpharmamarketing.com 4181AS Waardenburg T www.twitter.com/rohal the Netherlands