Don't Talk to Patients, Talk With Them

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Presentation I gave in the Patient Compliance & Communication Conference in
London on June 12, 2008.

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Don't Talk to Patients, Talk With Them

  1. 1. Don’t talk to patients Talk with them (2.0) Murat Tanoren Senior Product Manager, Pfizer Turkey [email_address] Patient Compliance & Communication London – June 12, 2008
  2. 2. When it comes to increasing patient compliance...
  3. 4. Talking to patients/physicians/pharmacists
  4. 5. Reminding them...
  5. 6. ...is not enough.
  6. 7. “ The usual interventions – for example, electronic reminders or easy-to-open packaging – tend to improve adherence only in the short term , largely because a one-size-fits-all approach fails to address the underlying causes of the way patients behave.” Hopfield et al. (2006) “Getting patients to take their medicine”, The McKinsey Quarterly , number 4
  7. 8. Why do patients drop out intentionally ?
  8. 9. Lack of information? Too much information? Lack of credible information!
  9. 10. Who was “ The Person of the Year ” in 2006, according to TIME magazine?
  10. 12. <ul><li>Blogs </li></ul><ul><ul><li>Vlogs </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><li>Social networking </li></ul><ul><li>Wikis </li></ul><ul><li>http ://www.commoncraft.com/show </li></ul>
  11. 13. Social networking comes to health care Friday, December 29, 2006 By Laura Landro, The Wall Street Journal <ul><li>Patients who once connected mainly through email discussion groups and chat rooms (web 1.0) are building more sophisticated virtual communities (web 2.0) that enable them to share information about treatment and coping and build a personal network of friends... </li></ul><ul><li>At the same time, traditional Web sites that once offered cumbersome pages of static data are developing blogs , podcasts , and customized search engines to deliver the most relevant and timely information on health topics. </li></ul>http ://www.post-gazette.com/pg/06363/749317-96.stm
  12. 14. <ul><li>European Consumers Are Researching Health and Pharmaceutical Information to Make Decisions </li></ul><ul><li>Consumers in Europe Are Using Search Engines and Local Content Sites to Gather Information Online </li></ul><ul><li>Health Information Accessed Online Ultimately Drives Behaviour Offline </li></ul>Manhattan Research 2007
  13. 16. www.myalli.com
  14. 18. www.dailystrength.org
  15. 22. patientslikeme.com
  16. 23. sugarstats.com <ul><li>SugarStats allows diabetics to track glucose levels, medication, physical activity, et al. to create trends and analytics that can be shared with other members, friends and family. </li></ul><ul><li>The site utilizes email, the web, and sharp, colorful graphs to give diabetics tools to enhance and supplement (or replace) their pen-and-paper record- keeping. Giving users multiple modes by which to record their vital stats ensures that essential personal information about diabetes factors remains digitally near at all times. </li></ul>
  17. 24. A Turkish example
  18. 26. 6 questions to start with... <ul><li>What is already out there? </li></ul><ul><li>Do we really need this “new” stuff? </li></ul><ul><li>Do we have proper segmentation ? </li></ul><ul><li>Do we have the $$$ ? </li></ul><ul><li>Do we have the patience ? </li></ul><ul><li>Do we have measurable objectives ? </li></ul>
  19. 27. Do we have proper segmentation ?
  20. 28. How many people in this room... <ul><li>are on Facebook? </li></ul><ul><li>read blogs? </li></ul><ul><li>own a blog? </li></ul>
  21. 29. For dyslipidemia... <ul><li>Target patient </li></ul><ul><ul><li>Female </li></ul></ul><ul><ul><li>40+ </li></ul></ul><ul><ul><li>Overweight </li></ul></ul><ul><ul><li>“ Influencer”, i.e. opinion leader </li></ul></ul><ul><ul><li>Familiar with Web 2.0 (such as Facebook and IM) </li></ul></ul>
  22. 30. My mum & her friends
  23. 31. “ Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the Web .” Scott, D. M. (2007) The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, & Online Media to Reach Buyers Directly , Hoboken, NJ: John Wiley & Sons, Inc.
  24. 32. Is this familiar? <ul><li>You go to a marketing meeting </li></ul><ul><li>There’s a presentation from the new Internet-marketing guy </li></ul><ul><li>He’s brought a fancy (and expensive) blogging consultant with him </li></ul><ul><li>She starts talking about how blogs and the “Web 2.0 social media infrastructure” are just waiting for your company to dive in </li></ul><ul><li>“ Try this stuff,” she seems to be saying, “and the rest of your competitive/structural/profit issues will disappear.” </li></ul>
  25. 33. + =
  26. 34. Murat Tanoren Senior Product Manager, Pfizer Turkey [email_address]

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