dia 2010 presentation - time to make it work

Time To Make It Work

Mike MyersPresident, Palio@mmyerspalio(518) 226-4112

46th Annual MeetingWashington, DC - 2010

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He’s out…

Across the board – media consumption habits have dramatically shifted

Manhattan Research: 2009

It’s Not Just Where They Go That Has Changed…

The most dramatic change for the US has been the rise in the number of active internet users who have managed a social network profile in the last six months, up nearly 50% from 43.2% to 60%.

”Power to the People, Social Media Tracker Wave 4” (Universal McCann)

Sep 06 Jun 07 Mar 08 Mar 09

We can’t ignore it

any longer…


The Internet is playing an increasingly important role in health-related research

• 61% of all US adults now look online for medical information– 41% of people looking for health-

related info have read someone else's commentary or experience about health or medical issues on an online news group, website or blog

– 24% of people looking for health-related info have consulted rankings or reviews online of doctors, providers, hospitals or other medical facilities

PEW INTERNET: “The Social Life of Health Information” (June 2009)


… on par with healthcare professionals

Source: Google Health Study by Harris Interactive (2009)

Resources Used to Gather Information on a Health Question/Concern


Consumers are more satisfied with health information they are getting online vs. other media

Source: Manhattan Research Cyber Citizen Health v7

Percentage of All U.S. Adults Using Source for Health Information

% of people who are “very satisfied” with this source for health info

% of people who are “very satisfied” …




The information they are finding is significantly influencing health-related decisions

• Fully 42% of all adults (60% of online health-information seekers) say they or someone they know has been helped by following medical advice or health information found on the internet. – 60% say the information found online affected a decision about

how to treat an illness or condition.– 53% say it led them to ask a doctor new questions, or to get a

second opinion from another doctor.– 38% say it affected a decision about whether to see a doctor.


Your “brand” is no longer what you tell people it is – but is instead defined by what others…

• Think• Feel• Say

How brands are defined has shifted


Companies and brands can no longer expect that traditional communication methods for pharmaceutical products can be managed by traditional means

“Solve the problem or die.”


The current way much of pharma are managing the change


Things That You Can Do Now

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Listen(in on the dialog about social media)

• Family and friends• Marketing teams• Media• Entertainment vehicles• Any kids that you know


Interact


Interact

Social Media Wiki


Interact

Expand Your Comfort Zone(Not Everything is Perfectly Defined)

• Jean Ah-Kang (Special Assistant to DDMAC Director Tom Abrams) says FDA is on track to issue draft promotional guidance on the use of the internet and social media

• “Guidances are meant to reflect the agency’s current thinking.”

Act Like a Child

• Minimize “why not”• Think “how”• Connect the dots• Be willing to

experiment• Learn and try again


And Learn From, Copy & Leapfrog Your Competitors

Starting Now…

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dia 2010 presentation - time to make it work

Health & Medicine