Social Media & Pharma - DIA Clinical Forum, Lisbon 13 October 2010
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Social media: Developing a strategy for pharma Daniel Ghinn Director of Digital Engagement Creation Healthcare
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Slides from Daniel Ghinn's presentation at DIA (Drug Information Association) 4th Annual Clinical Forum, Lisbon, 13 October 2010. This session was part of the Medical Information & Communications track, and was aimed at orientating medical information professionals to the role of social media in healthcare engagement. It's a basic introduction to the changing roles of healthcare stakeholders and especially the 'e-Patient'; and includes examples of social media's role in healthcare engagement including a brand new case study of Pfizer's 'Can you feel my pain' strategy in Europe.
Transcript of Social Media & Pharma - DIA Clinical Forum, Lisbon 13 October 2010
Social media: Developing a strategy for pharma
Daniel GhinnDirector of Digital EngagementCreation Healthcare
The views and opinions expressed in the following PowerPoint slides are those of the individual presenter and should not be attributed to Drug Information Association, Inc. (“DIA”), its directors, officers, employees, volunteers, members, chapters, councils, Special Interest Area Communities or affiliates, or any organization with which the presenter is employed or affiliated.
These PowerPoint slides are the intellectual property of the individual presenter and are protected under the copyright laws of the United States of America and other countries. Used by permission. All rights reserved. Drug Information Association, DIA and DIA logo are registered trademarks or trademarks of Drug Information Association Inc. All other trademarks are the property of their respective owners.
Disclaimer
Drug Information Association www.diahome.org 2
Insurer
Patient
Doctor
Specialist
Media
Hospital
Pharmaceutical company
The InternetThe Internet
Motivations to go online
n= 32,000; Adults 16-64SOURCE: Breslauer, B. & Smith, T., October 2009. “Social media trends around the world! – The GlobalWeb Index (GWI)”
% e-Patients by country
Sample size: 5,183• US: 1,000• UK: 1,078• Germany: 1,000• Russia: 1,081• China: 1,024
SOURCE: Health Influence in the Era of Public Engagement. Edelman, (January 2009)
Searching for health information after diagnosis
Q: Right after you or a family member has been diagnosed with a condition or disease by a doctor, which of the following actions do you take right away?
Source: About.com Health Study (N = 1,321) June 2010
Searching for health information about chronic conditions
Q: Six months after you or a family member has been diagnosed with a condition or disease by a doctor, which of the following actions do you take right away?
Source: About.com Health Study (N = 1,321) June 2010
Challenges for pharma
Social media does not respect national or regulatory boundaries
Two-way engagement cannot be controlled like broadcast communications
Consumers do talk about adverse events via social media
The landscape continually changes
‘Side effects’ mentions by therapy area
SOURCE: “Reportable Adverse Events and the Internet” Creation Healthcare, October 2010
% of potentially reportable adverse events amongst mentions,by therapy area studied, after adjusting for spam and anomalies
Of these, a minority would require further investigation as possible reportable adverse events
42%
14%
Opportunities for pharma
Learn by measuring patient behaviour
Increase relevance of communications
Play a role as a stakeholder in public health
Respond to the rise of the e-patient
Online discussions about Parkinson’s Disease
Loïc Elleboudt, UCB Pharma SA, Brussels, Belgium. Presented at the 2nd World Parkinson Congress, September 28-October 1, 2010; Glasgow, UK
Parkinson’s Disease symptom map by grouped theme found in online conversations amongst people with Parkinson’s and their carers
The power of conversation
Johnson & Johnson
Health Channel on YouTube
Overview: J&J Health Channel
Over 2.4 million views since 2008
Proactive engagement, interacting with comments: • Puts a human face on the corporation and
goes to core values of connecting with the customer, engaging and having 1-to-1 dialogue
90-95% videos are not product specific
Source of objective healthcare information
Approach
Engaging proactively
Honest and open stance on what is and isn’t within the control of the company - plain English legalities
Consistency in moderation of conversation;• Allowing controversial content, but drawing the
line on off-topic or inappropriate behavior
Just one part of J&J’s engagement strategy• Linked with Facebook; Twitter; Blogs
In their words
In their words
Their advice
Potential of patient community
TuDiabetes
patient community
Overview
Observations
How it started
In their words
Making Sense of Diabetes
Making Sense of Diabetes
Making Sense of Diabetes
The strength of collaboration
Pfizer
Can You Feel My Pain?
Concept: Can You Feel My Pain?
An awareness-raising and influencing campaign that exists online entirely in social media
Engaging through connectors (patient groups)
Multiple social media channels allow individuals to use preferred platforms
International & multi-language
Europe-wide social media strategy embracing multiple languages
Regional strategy; local implementation
Channel-dependent approach to languages
Supports variations in local culture & channel preferences
Facebook in multiple languages
European e-petition
Engagement via Twitter
Cross-language communication through photography
Engaging through partners
Patient groups equipped to use social media channels to support strategy
Flexible implementation options allow individual groups to support preferred channels
Collaborative awareness-raising adds value for each partner
9 European patient groups equipped
Key steps
Plan for engagement – it’s happening already
Seek out opportunities
Don’t ignore the challenges
Ask the difficult questions
Collaborate with colleagues
Research & discover what your customers & stakeholders are doing online
Daniel GhinnDirector of Digital EngagementCreation Healthcare
http://creationhealthcare.comTwitter: @EngagementStrat
