![Page 1: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/1.jpg)
Health 2.0 is here. Now what?
Nat BourreMarketing 4 Health Inc.www.pharmaceutical-marketing-coach.com
Ontario Pharmaceutical Marketing Association, May 7 2009
Copyright Marketing 4 Health Inc.
![Page 2: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/2.jpg)
Just to name a few ….
1. 1. 1. 1.
For ongoing list, go to: http://www.doseofdigital.com/healthcare-social-media-wiki/ and http://health20.org/wiki/Health_2.0_Companies Copyright Marketing 4 Health Inc.
![Page 3: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/3.jpg)
Mini Online Survey
Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other)Copyright Marketing 4 Health Inc.
![Page 4: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/4.jpg)
1
16
5
2
4
19
24
9
0
5
10
15
20
25
30
Overall Agency Client Other
Nu
mb
er o
f 'y
es' r
esp
on
ses
Aw are of Health 2.0 Considering Health 2.0 project
Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other)
3 involvedin Health 2.0
project
Health 2.0 Awareness and Interest
Copyright Marketing 4 Health Inc.
![Page 5: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/5.jpg)
Canadian Pharma Concerns
Others:
• Too many unknowns
• Maintenance: Time to keep project current and on track
• Selecting the `right` social media tools
Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other)
16
7
99
0
2
4
6
8
10
12
14
16
18
Regulatory guidelines Adverse eventreporting
Losing control overcontent
Not reaching my patienttarget market
Nu
mb
er o
f re
spo
nd
ers
wh
o s
elec
ted
fac
tor
as a
co
nce
rn
Copyright Marketing 4 Health Inc.
![Page 6: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/6.jpg)
Health 2.0Conversations About Healthcare
A natural conversation within a group of trusted individuals
Copyright Marketing 4 Health Inc.
![Page 7: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/7.jpg)
We Trust a ‘Person Like Me’ and Doctors Almost Equally
2008 Edelman Trust Barometer
0%
10%
20%
30%
40%
50%
60%
Doctors or healthcare specialists Person like me
Ref.: 2008 Edelman Trust Barometer, http://www.edelman.com/news/showone.asp?id=175 Copyright Marketing 4 Health Inc.
![Page 8: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/8.jpg)
Copyright Marketing 4 Health Inc.
![Page 9: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/9.jpg)
Share similar disease and treatment
Share similar doctors and nurses as healthcare providers
Copyright Marketing 4 Health Inc.
![Page 10: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/10.jpg)
Share similar treatments
Share similar causes
Copyright Marketing 4 Health Inc.
![Page 11: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/11.jpg)
How Does Pharma Fit In?
Copyright Marketing 4 Health Inc.
![Page 12: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/12.jpg)
Regulations
Copyright Marketing 4 Health Inc.
![Page 13: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/13.jpg)
If it is Advertising, it is Regulated
“Health product advertising is considered to be any representation, by any means
for the purpose of promoting directly or indirectly the sale or distribution of any
health product
Ref.: Health Canada, Overview of Health Product Advertising, http://www.hc-sc.gc.ca/dhp-mps/advert-publicit/fs-fi/advert-publi_fs-fi-eng.php .
Copyright Marketing 4 Health Inc.
![Page 14: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/14.jpg)
The Distinction Between Advertising and Other Activities
Health Canada:
http://www.hc-sc.gc.ca/dhp-mps/advert-publicit/pol/actv_promo_vs_info-eng.php
Copyright Marketing 4 Health Inc.
![Page 15: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/15.jpg)
Losing Control Over Content
Ooops ! Too late.
Copyright Marketing 4 Health Inc.
![Page 16: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/16.jpg)
People are starting their own groups regarding pharma brands
Copyright Marketing 4 Health Inc.
![Page 17: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/17.jpg)
Some are giving medical advice
Copyright Marketing 4 Health Inc.
![Page 18: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/18.jpg)
Others are rating pharma brands
(www.iguard.org)
Copyright Marketing 4 Health Inc.
![Page 19: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/19.jpg)
Adverse Events
Copyright Marketing 4 Health Inc.
![Page 20: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/20.jpg)
Target Market
Copyright Marketing 4 Health Inc.
![Page 21: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/21.jpg)
Canadians Engage in Social Media
Zamaria, Charles and Fred Fletcher. Canada Online! The Internet, media and emerging technologies: Uses, attitudes, trends and international comparisons 2007. Toronto: Canadian Internet Project, 2008. Copyright Marketing 4 Health Inc.
![Page 22: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/22.jpg)
Looking for Health Information is the 4th Most Popular Internet Information
Activity in Canada
Zamaria, Charles and Fred Fletcher. Canada Online! The Internet, media and emerging technologies: Uses, attitudes, trends and international comparisons 2007. Toronto: Canadian Internet Project, 2008. Copyright Marketing 4 Health Inc.
![Page 23: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/23.jpg)
Canadian Doctors Engage in Social Media
Canadian doctors and social media
3%
10%
21%
48%
0% 10% 20% 30% 40% 50% 60%
Hosted an online web log or blog
Participate in online communities created specifically forphysicians (eg. Sermo)
Visit an online medical/health-related chat room ormessage board
Read medical/health online web or blog
Essential Physician 2008, n=500
http://www.essentialresearch.ca/essential-physician2008.aspx?cid=ep&source=m4hi&mid=ppt
![Page 24: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/24.jpg)
The CMA recognizes the importance of social media and is facilitating its use by Canadian physicians
Copyright Marketing 4 Health Inc.
![Page 25: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/25.jpg)
Future Canadian healthcare professionals are already active with social media
Copyright Marketing 4 Health Inc.
![Page 26: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/26.jpg)
Health 2.0 is Here. Now What?
Health 2.0 Plan-of-Action
Copyright Marketing 4 Health Inc.
![Page 27: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/27.jpg)
Health 2.0 Plan-of-Action
1. Get involved
2. Monitor
3. Agencies and clients partner together
4. Be aware of risks
5. Work with regulatory bodies
6. Provide guidance to employees (social media policy)
7. Learn and share findings about Health 2.0
8. Be a Health 2.0 champion for your company
Copyright Marketing 4 Health Inc.
![Page 28: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/28.jpg)
Special Thanks !!These people provided input, proofread my slides and encouraged me !
Ben Carino
Ray Chepesiuk
Elaine Kelly
Stephany Lapierre
Natalie Rozman
Martine Taylor
Robyn Tocheri
Whoever live-tweeted the
meeting got a
#followFriday recommendation
from @pharmacoach
Copyright Marketing 4 Health Inc.
![Page 29: Health 2.0 is here. Now what? Nat Bourre Marketing 4 Health Inc. Ontario Pharmaceutical Marketing Association, May](https://reader035.vdocuments.us/reader035/viewer/2022062423/56649f565503460f94c7998a/html5/thumbnails/29.jpg)
Nat BourreMarketing 4 Health Inc.www.pharmaceutical-marketing-
coach.com
Contact me on LinkedIn, Twitter (@pharmacoach), and FaceBook.
Join the
‘Pharmaceutical Marketing Coach’
Group on FaceBook,
LinkedIn and Ning.
Copyright Marketing 4 Health Inc.