digital, social media and healthcare: a clash of cultures?

#smwketchum

WelcomeWednesday 25th September 2013

Social Media Week 2013

#smwketchum

Agenda

Sebastian Stokes Digital, Social Media and Healthcare: A clash of cultures?

Dominic Tyer Social Innovation for Pharma

Alexander DaviesSocial Innovation for Health Charities and NGOs

Questions and Answers

Closing remarks

#smwketchum

Digital, Social Media and Healthcare:A clash of cultures?Sebastian Stokes

Ketchum

25 September 2013

4 | 08.04.23

#smwketchum

Who wants to engage socially with a Pharmaceutical company?

Does a Pharmaceutical company want to engage socially with you?

5 | 08.04.23

#smwketchum

Dr Google

6 | 08.04.23

#smwketchum

How has Healthcare Approached Social Media?

• Public information and disease awareness activities

• Unprecedented information exchange between patients e.g. PatientsLikeMe

• Charities organising fundraising activities, provision of information direct to patients

• Hospitals adopting use of social media to improve patient support and knowledge translation e.g. Mayo Clinic

7 | 08.04.23

#smwketchum

Healthcare Professional Use of Social Media?

42% of HCPs currently use a Professional Social Network e.g. Sermo, Ozmosis, Medscape Physician Connect

30% of HCPs use Consumer Social Networks (twitter, FB, You Tube) for professional purposes

8 | 08.04.23

#smwketchum

Healthcare Professional Use of Social Media?

9 | 08.04.23

#smwketchum

So What is the Big Issue?

Pharma has been slow to adopt Social Media compared to consumer brands due to regulations and restrictions in communicating direct to consumers

Few compelling case studies

10 | 08.04.23

#smwketchum

Has regulation inspired innovation…

Is this the start of real innovation for healthcare within the social space…

#smwketchum

Social Innovation for Pharma

Dominic Tyer

Editorial Director, PMGroup

Author, Digital Intelligence blog on

PMLiVE.com

25 September 2013

12 | 08.04.23

#smwketchum

The Industry Standard?

13 | 08.04.23

#smwketchum

The Problem

Slow to react

Confused legal teams

Chasing return-on-investment

Regulatory fear

Lack of curiousity about how channels could be harnessed

14 | 08.04.23

#smwketchum

Janssen: Psoriasis 360

“If you take part in a social media community then you need to be aware of the etiquette of that community.

“Hopefully we will play an open and inclusive part in that community, rather than just trying to push out information,” Janssen

15 | 08.04.23

#smwketchum

Janssen: Psoriasis 360

16 | 08.04.23

#smwketchum

Sanofi in Diabetes

17 | 08.04.23

#smwketchum

Sanofi: The DX

18 | 08.04.23

#smwketchum

Meningitis Research Foundation, Meningitis Trust, Meningitis UK and Novartis: Meningitis: Keep Watching

19 | 08.04.23

#smwketchum

Meningitis Research Foundation, Meningitis Trust, Meningitis UK and Novartis: Meningitis: Keep Watching

20 | 08.04.23

#smwketchum

Mapping Influence

21 | 08.04.23

#smwketchum

Boehringer Ingelheim: Targeted Tweeting

22 | 08.04.23

#smwketchum

Boehringer Ingelheim: Targeted Tweeting

23 | 08.04.23

#smwketchum

Boehringer Ingelheim: Targeted Tweeting

24 | 08.04.23

#smwketchum

Crowdsourcing

25 | 08.04.23

#smwketchum

Crowdsourcing

26 | 08.04.23

#smwketchum

What has Innovation Achieved

Being more prominent in social spaces has improved the industry’s reputation

Improved its reach, both on a targeted or a mass communication level

#smwketchum

Social Innovation for Health Charities and NGOs Alexander Davies

Campaigns and Digital Engagement

Manager at Royal College of Nursing

25 September 2013

28 | 08.04.23

#smwketchum

What is the RCN?

• The largest professional nursing union in the world.• We have 410,000 members in the UK.• We represent nurses and nursing, promote

excellence in practice and shape health policies.

29 | 08.04.23

#smwketchum

The RCN and Social Media

• The objectives:• We needed to overhaul (not just change) the model of

engagement• We needed to activate more members• We needed to connect with members in a new way• We wanted to make the most of a popular tool.

30 | 08.04.23

#smwketchum

The RCN and Social Media

• The challenges:• An organisation that was slow to react• Internal suspicion/cynicism• Four country/multi-satellite issue• A workforce with unpredictable working habits/huge

pressure

31 | 08.04.23

#smwketchum

Our Journey

• It all began in 2009.• ‘Nursing counts’ empowering our members to get

involved in the general election.• Our first journey into the world of social

32 | 08.04.23

#smwketchum

Our Journey

• The results? – 25,000 people signed up in support– 30,000 emails were sent to politicians– Over 700 parliamentary candidates signed up– 133 MPs in the House of Commons today backed the

RCN’s campaign

33 | 08.04.23

#smwketchum

The RCN and Social Media

34 | 08.04.23

#smwketchum

The RCN and Social Media

35 | 08.04.23

#smwketchum

The RCN and Social Media

The viral factor...

36 | 08.04.23

#smwketchum

The Results

• Internal buy-in of social media• The most popular trade union on social media• A whole new community of brand advocates• A place for debate and discussion• A changed model of engagement

37 | 08.04.23

#smwketchum

The RCN and Social Media

• Our golden rules:

• At least one post a day, two if possible.• Questions get responded to within 24 hours.• Negative comments about RCN stay up.• Debate is good.• There is one RCN, so there’s one Facebook page.

38 | 08.04.23

#smwketchum

#smwketchum

Thank YouWednesday 25th September 2013

Social Media Week 2013