The Voice of the PatientDelivering healthcare insights fromsocial media
The Voice of the Patient1. The potential for social media as a   patient research resource2. Some industry initiatives3. T...
What Social Media is good forListening                       Talking                      Supporting Energising Embracing ...
Some basic questions             Do healthcare       professionals and patients             talk online …?Can those commen...
Answers from Latin AmericaGrowth in conversations about a specificdisease on social media
Why listen to Social Media?        Understand            Find        audiences         influencersUnderstand      Patient ...
When to listen to Social Media           Ph I   Ph II   Ph III    Pre-        Ph IVPre-Clin                           Laun...
IndustryInitiatives
Who is doing what?healthmap.org mines news websites, governmentalerts, eyewitness accounts, for illness outbreaksreported ...
Who is doing what?                                    MappyHealthCondition: PertussisSocial Noise Zone
WHO IS DOING WHAT                    11
Who is doing what?National Science Foundation
CaseStudies
Case Study 1: Patient Journey                          UnderstandHorses for Courses         markets                       ...
Case Study 1: Patient Journeyonline discussions during the lifecycle ofthe disease                                        ...
Case Study 1: Patient JourneyMonitoring volume of patient, social mediaconversations, pre and post awarenesscampaign      ...
Case Study 2: Neurology                          UnderstandKey Channels/Sites         markets                             ...
Case Study 2: NeurologyTop Risk Factors    Manganese steel                    Age Elderley and middle age onset           ...
Case Study 2: Neurology   Preventative      Diet - apples and blueberries    Measures                     Omega-3 fatty ac...
Case Study 3: Dermatology                                     UnderstandKey Opinion Leaders                   markets     ...
Case Study 3: Dermatology                Conversation by CountryOther countries 24.0%   Netherlands 0.70%      Australia 0...
Case Study 3: Dermatology    Conversation by        Twitter 28.30%       Platform                           Forums 24.20% ...
CONTACT DETAILSKevin Savage                                      Janet Gunner@K9Savage                                    ...
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Trufflenet health presentation to social media in pharma conference - jan13

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Trufflenet Health presents "The Voice of the Patient - delivering healthcare insights from social media".
- the potential for social media as a patient research resource
- some industry initiatives
- Trufflenet healthcare case studies

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Trufflenet health presentation to social media in pharma conference - jan13

  1. 1. The Voice of the PatientDelivering healthcare insights fromsocial media
  2. 2. The Voice of the Patient1. The potential for social media as a patient research resource2. Some industry initiatives3. Trufflenet Health case studies
  3. 3. What Social Media is good forListening Talking Supporting Energising Embracing Develop-Research Marketing Support Sales ment Source: Li, Charlene and Bernoff, Josh. Groundswell: Winning in a World Transformed by Social Technologies, Copyright 2008 Forrester Research, Inc.
  4. 4. Some basic questions Do healthcare professionals and patients talk online …?Can those comments Will that analysisand conversations be deliver actionablefound and analysed? insights?
  5. 5. Answers from Latin AmericaGrowth in conversations about a specificdisease on social media
  6. 6. Why listen to Social Media? Understand Find audiences influencersUnderstand Patient Crisis markets Journey monitoring Evaluate Reputation campaigns management
  7. 7. When to listen to Social Media Ph I Ph II Ph III Pre- Ph IVPre-Clin LaunchYEAR 10 22 R&D Launch Patent Expiry Understanding the market Protecting the brand Shaping the product
  8. 8. IndustryInitiatives
  9. 9. Who is doing what?healthmap.org mines news websites, governmentalerts, eyewitness accounts, for illness outbreaksreported around the world 9
  10. 10. Who is doing what? MappyHealthCondition: PertussisSocial Noise Zone
  11. 11. WHO IS DOING WHAT 11
  12. 12. Who is doing what?National Science Foundation
  13. 13. CaseStudies
  14. 14. Case Study 1: Patient Journey UnderstandHorses for Courses markets Find influencersEngage & Influence Evaluate campaignsMarket Comparison & Patient JourneyEvolution
  15. 15. Case Study 1: Patient Journeyonline discussions during the lifecycle ofthe disease Treatment Diagnosis Side Effects Facebook Healthcare forums / Symptoms Quality of Life Social Prevention media: Healthcare forums / Unmet and Risk Twitter / Facebook patient Twitter Needs Factors journey Sentiment Key: Very negative Negative Neutral Positive Very positive
  16. 16. Case Study 1: Patient JourneyMonitoring volume of patient, social mediaconversations, pre and post awarenesscampaign Volume of other campaign conversations 20 18 16 14 12 10 8 6 4 2 0 N = 105
  17. 17. Case Study 2: Neurology UnderstandKey Channels/Sites markets FindPatients, Care Givers & influencersHCPs Understand audiencesTreatmentsSentimentUnmet Needs
  18. 18. Case Study 2: NeurologyTop Risk Factors Manganese steel Age Elderley and middle age onset Tea and Coffee Hereditary / Genetic susceptibility Insomnia Carbonated beverages Natural pesticidesn=392 Managing diet
  19. 19. Case Study 2: Neurology Preventative Diet - apples and blueberries Measures Omega-3 fatty acids Red wine in moderation Avoiding garlic and curries Drinking coffee Regular neurological check upsn=129 Meditation / Tai Chi
  20. 20. Case Study 3: Dermatology UnderstandKey Opinion Leaders markets Find influencersUnmet Needs Understand audiencesMarket Comparison Everything hurts. #HidradenitisSuppurativa I hate you.
  21. 21. Case Study 3: Dermatology Conversation by CountryOther countries 24.0% Netherlands 0.70% Australia 0.80% Canada 1.30%United Kingdom 3.80% United States 69.40% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%n=1000
  22. 22. Case Study 3: Dermatology Conversation by Twitter 28.30% Platform Forums 24.20% Blogs 16.10% General 17.20% YouTube 9.30% Facebook 3.40% Flickr 1.00%n=1000 News 0.50%
  23. 23. CONTACT DETAILSKevin Savage Janet Gunner@K9Savage Trufflenet HealthKevin.savage@trufflenet.com 12 Suffolk Street London SW1Y 4HG T: +44 (0) 20 7812 6565 E: info@trufflenet.com E: janet.gunner@trufflenethealth.com www.trufflenet.com/health

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