@russgoldsmith

NAVIGATING THE PITFALLS

OF SOCIAL MEDIA IN THE

PHARMA INDUSTRYPresentation to ABPI Corporate Affairs NetworkMarch 2015

Russell GoldsmithFounder, Audere Communications & member of CIPR Social Media Panel

@russgoldsmith

“

”

I DON’T WORK IN THE PHARMACEUTICAL

INDUSTRY, NEITHER AM I A DOCTOR OF

ANYTHING (SORRY MUM!)

CAVEAT

CIPR Social Media Panel c-suite podcast on Pharmaceutical industry - https://soundcloud.com/cipr-social-media-

panel/cipr-social-media-panels-c-suite-podcast-show-2-pharmaceutical

@russgoldsmith

TOPICS TO DISCUSS

Self Diagnosis and Patient Empowerment

Engaging directly with patients on Social Media

@russgoldsmith

SELF DIAGNOSIS & PATIENT

EMPOWERMENT

@russgoldsmith

“

”

ON AVERAGE, INFORMED PATIENTS CARRY

OUT AN AVERAGE OF SEVEN ONLINE

SEARCHES BEFORE CONSULTING THEIR

DOCTOR.

Michael Le Brocq, Business Unit Director - Ethical, Langland1

1. http://advertisinghealth.co.uk/worthwhile-changes-big-changes-michael-le-brocq-langland/

@russgoldsmith

WIKIPEDIA

Most used online healthcare resource globally1

Top 100 pages for healthcare topics accessed, on ave, 1.9m

times in 20132

Top search: tuberculosis (4.2m views)

Important to know what information patients find when they get

there!

1. Bulletin of the World Health Organization

2. IMS Institute for Healthcare Informatics’s Engaging Patients through Social Media Report 2014

@russgoldsmith

WIKIPEDIA

June 2014, The New England Journal of Medicine1 studied content of healthcare-related Wikipedia pages

Identified safety warnings for 22 prescription drugs for range of clinical conditions.

Those drugs had triggered 13m searches on Google and 5m Wikipedia page views during study period

FDA safety warnings were associated with:

82% increase, on average, in Google searches for the drugs during the week after the announcement

175% increase in views of Wikipedia pages for the drugs on the day of the announcement

But …

23% of Wikipedia pages were updated more than two weeks after the FDA warning was issued

36% of pages remained unchanged more than one year later (as of January 2014).

1. The New England Journal of Medicine

@russgoldsmith

SHOULD WE EDIT WIKIPEDIA?

@russgoldsmith

@russgoldsmith

DO WE HAVE A

RESPONSIBILITY TO

ENSURE INFORMATION IS

CORRECT?

Dr Mark Hooper, Director,

Conversis Medical* at DIA San

Diego, June 2015

go to: 1m 24s:

https://youtu.be/BYRq3TK6tv0?t=1m24s

then 5m 10s:

https://youtu.be/BYRq3TK6tv0?t=5m10s

* I am currently consulting for Conversis

@russgoldsmith

“

”

ANYTHING THAT PROMPTS A CONVERSATION

BETWEEN A DOCTOR AND A PATIENT IS A

GOOD THING

Gill Hayes, Global Director of Communications, Oncology, AstraZeneca1

While there are holes in how Wikipedia is put together, Gill believes

that using it as a stimulus for getting people to engage with their GP

and question why they are being recommended a certain treatment is good patient empowerment.

1. Podcast interview for Chartered Institute of Public Relations - https://soundcloud.com/cipr-social-media-panel/cipr-

social-media-panels-c-suite-podcast-show-2-pharmaceutical

@russgoldsmith

“

”

IMS REPORT INDICATES PEOPLE TRUST

WIKIPEDIA. PHARMA COMPANIES HAVE A

RESPONSIBILITY TO CONTRIBUTE TO THE

CONTENT ON THE SITE.

Christian Gardner, Director of Media Services at Pharmaphorum.com

and former Digital Communications Manager, AstraZeneca1

Christian believed that patients are actually very unlikely to go

directly to their corporate websites.

1. Podcast interview for Chartered Institute of Public Relations - https://soundcloud.com/cipr-social-media-panel/cipr-

social-media-panels-c-suite-podcast-show-2-pharmaceutical

@russgoldsmith

ENGAGING DIRECTLY WITH PATIENTS

ON SOCIAL MEDIA

@russgoldsmith

SOCIAL MEDIA NOW CENTRAL TO

COMMUNICATIONS

Over half of pharmaceutical executives list mastering multi-

channel marketing and improving digital effectiveness within their top strategic priorities1

1. Accenture

@russgoldsmith

DO WE NEED UNIVERSAL

COMPLIANCE IN A GLOBALLY

CONNECTED WORLD?

@russgoldsmith

WHO TO FOLLOW?

POTENTIAL PATIENT CONFUSION?

How do we overcome the issue that patients

can follow pharma companies’ US social

media feeds from the UK?

Can different rules work on a global platform?

Global: 75k followers

US: 35k followers

@russgoldsmith

WHO TO FOLLOW?

POTENTIAL PATIENT CONFUSION?

How do we overcome the issue that patients

can follow pharma companies’ US social

media feeds from the UK?

Can different rules work on a global platform?

@russgoldsmith

WHO TO FOLLOW?

POTENTIAL PATIENT CONFUSION?

Who would want to be a Social Media executive of a pharma company?!

As the platforms continue to grow, is it possible for a pharma company to monitor, respond to and report every adverse drug reaction, for example, if submitted on its social channel?

GSK Twitter Code of Content (on website, not Twitter)

“You are encouraged to report any adverse events with GSK products using contact details provided.”1

1. http://www.gsk.com/en-gb/media/social-media/

@russgoldsmith

MAYBE WE JUST GO

TO PATIENT OPINION

LEADERS?

@russgoldsmith

WHAT ABOUT LANGUAGE BARRIERS?

How many social feeds do you have and in what language do

you share content?

Twitter expects immediacy – do you have the language resources to respond in real time?

Google Translate v Human Linguist

@russgoldsmith

WHAT ARE YOU DOING ABOUT VIDEO?

Since June 2014, Facebook has averaged more than 1bn video views

every day1

Facebook achieved 1bn more desktop video views than YouTube in

Aug142

Twitter aiming to launch a native video player to rival YouTube.3

100m people watch vines each month and 1bn loops played every day4

(Aug 2014)

130m active users of Instagram every month5

1. http://media.fb.com/2015/01/07/what-the-shift-to-video-means-for-creators/

2. https://econsultancy.com/blog/65877-facebook-our-video-strategy-is-all-about-content-

discovery/?utm_medium=email&utm_source=Econsultancy&utm_campaign=5119838_1529-daily-pulse-uk-2014-12-10&dm_i=LQI,31QHQ,GEJMQ9,AYBAR,1

3. http://techcrunch.com/2015/01/02/details-unveiled-for-twitters-native-video-player-to-rival-youtube/

4. http://techcrunch.com/2014/08/20/with-a-billion-loops-every-day-vine-finally-lets-users-import-video-from-their-camera/?ncid=rss

5. https://www.linkedin.com/pulse/article/20140916174146-146884713-instagram-video-a-secret-weapon-for-companies-large-and-small

@russgoldsmith

CASE STUDY – PATIENTPOWER.EU

Founded by Andrew and Esther Schorr (US and European sites)

.EU site aim – to inform and empower European cancer patients and the people who care about them!

Programs feature top medical experts from some of the world’s leading medical institutions, dedicated advocates and inspiring, knowledgeable patients

Financial support comes from key medical centres, and industry sponsors who have no editorial control

www.PatientPower.eu

@russgoldsmith

THANK YOU!Questions?