communicating drug risk using new media technologies--dose of digital
DESCRIPTION
What happens when a pharma or healthcare product suddenly needs to communicate a newly found risk? Can new media channels such as social media be more effective than traditional methods?TRANSCRIPT
Communicating Risk Using New Media Technologies
Jonathan RichmanDirector of Strategic Planning, Bridge WorldwideAuthor, Dose of Digital@jonmrich
THE SAFETY WARNING FOR CURITAL
The Situation
In market for 5 years, no new safety signalsNew study data reveals an elevated risk of
acute MI for certain patientsFDA indicating a label change is likely
HOW DO YOU COMMUNICATE THIS TO THE WORLD?
TRADITIONAL APPROACH
TRADITIONAL APPROACH
NEW APPROACH
NEW APPROACH?
SEARCHING FOR SIGNALS
Source: Nielsen BuzzMetrics, Personal Communications
Total healthcare discussions (~1,350 sites):
82,697 per day
1,840 per dayWebMD alone:
SHARING THE NEWS
A Massive Shift
2000 2009
Source: The Social Life of Health Information, Pew Internet, 2009
A Massive Shift
2000 46% of US adults had
Internet access 5% had broadband access
2009 74% of US adults have
Internet access 57% have broadband access
Source: The Social Life of Health Information, Pew Internet, 2009
A Massive Shift
2000 46% of US adults had
Internet access 5% had broadband access
25% looked online for healthcare information
2009 74% of US adults have
Internet access 57% have broadband access
61% look online for healthcare information
Source: The Social Life of Health Information, Pew Internet, 2009
Traditional Approach
NEW APPROACH
Your Options
Your Options
Your Options
Your Options
Your Options
Your Options
Your Options
Your Options
Your Options
?
Your Options
Your Options
Social
October 2008 - June 2009
October 2008 - June 2009
2,258,706clickthroughs
October 2008 - June 2009
2,258,706clickthroughs
About two-thirds of online European physicians use Wikipedia as a medical resource monthly or more often – and they’re even recommending it to patients. –Manhattan Research
VS
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80% of all online sessions begin with a search
80% of all online sessions begin with a searchGoogle has ~65% share of searches
80% of all online sessions begin with a searchGoogle has ~65% share of searches50% of the time people start their online
session with Google
Your Options
Communicating Risk Via New Media
Information needs to be where...
Communicating Risk Via New Media
Information needs to be where......people spend their time online
Communicating Risk Via New Media
Information needs to be where......people spend their time online... people search online
Communicating Risk Via New Media
Information needs to be where......people spend their time online... people search online...it can be easily shared
Communicating Risk Via New Media
Information needs to be where......people spend their time online... people search online...it can be easily shared...healthcare is already being discussed
Communicating Risk Via New Media
Information needs to be where......people spend their time online... people search online...it can be easily shared...healthcare is already being discussed...multiple channels and platforms work together
Communicating Risk Via New Media
Information needs to be where......people spend their time online... people search online...it can be easily shared...healthcare is already being discussed...multiple channels and platforms work together...you can watch what happens and respond
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