patient engagement via social media
DESCRIPTION
Speech held by Sebastian Kölsch at the SMI Social Media in the Pharma Industry Conference in London, January 27th, 2010TRANSCRIPT
Sebastian Kölsch, 27th January 2011
SERVING YOUR TRUE CUSTOMERS
Patient Engagement via Social Media
1
Sebastian Kölsch, 27th January 2011
MY SPEECH IS ABOUT…
2
• Confessions
• Observations
• Conclusions
• Solutions
Sebastian Kölsch, 27th January 2011
CONFESSION #1
• I‘m not a digital native
• School was way behind reality
• I‘m trying to always follow what‘s going on
3
Sebastian Kölsch, 27th January 2011
CONFESSION #2
• Privacy is key to me
• I‘m a Facebook addict
• I like its usability
• All in one: friends, family, professional contacts, English, French, German
4
Sebastian Kölsch, 27th January 2011
CONFESSION #3
• Professional networks are key to specialty areas
• Great career opportunities
• Important industry information in discussion boards
5
Sebastian Kölsch, 27th January 2011
CONFESSION #4
• I‘m NOT on Twitter(at least not contributing)
• It‘s very specialised, quite complicated, a bit technical
• It‘s like a vintage car: loved and kept alive by and very useful to its fans, but nothing for the great public
6
Sebastian Kölsch, 27th January 2011
OBSERVATION #1
• Pharma is waiting for guidelines
• Pharma is waiting for examples
• Pharma is not looking outside pharma
• Pharma considers a forum being social enough
7
“There‘s no substitute
for experience”
from a M&S ad
Sebastian Kölsch, 27th January 2011
OBSERVATION #2
• Pharma is too focused on ROI
• But there‘s no questioning about other channels‘ ROI
• Nothing is as measurable as online activities
8
“Pharma uses market research
much as a drunk uses a
lamp post – for support, not illumination”
Ian Talmage (via Twitter @pharmaguy)
Sebastian Kölsch, 27th January 2011
OBSERVATION #3
• Social Media is public
• HIV, Oncology, MS and others are probably not the things to discuss in public
• (So might also be ED)
• Social Media doesn‘t end with a Facebook page
9
Sebastian Kölsch, 27th January 2011
OBSERVATION #4
• Facebook, but even more Twitter are just entries
• There‘s still the need of something behind
• Without a supporting website, social media is nothing but an email newsletter 2.0
10
Sebastian Kölsch, 27th January 2011
CONCLUSION #1
• Observation is good.But don‘t miss its end.
• Don‘t observe only the technology, but also your target audience.
• Be courageous. Don‘t be afraid of errors. (Ask your clinical trials department.)
11
Sebastian Kölsch, 27th January 2011
CONCLUSION #2
• There might be other solutions than Facebook.
• For every brand there‘s the appropriate channel.
• If you are into numbers: KPIs are different, too. Define them, then design.
• You won‘t be the first!
12
Sebastian Kölsch, 27th January 2011
SOLUTION CASE STUDYA Multiple Sclerosis Community
13
Sebastian Kölsch, 27th January 2011
THE IDEA
• Providing a platform to MS patients for information, interaction and support
• Creating an own social network providing privacy
• Enabling local search, private messaging, group creation
• An open forum (post-moderated) “without” restrictions
14
Sebastian Kölsch, 27th January 2011
THE EXTRA
• Some of the features are only for patients already taking the drug
• The batch number being the key for entry
• Integrated into the offline patient service centre
• Special discussion area about the drug
15
Sebastian Kölsch, 27th January 2011
THE BENEFITS
The Patients
• have an own community they can trust
• can build groups online and later offline
• get new information they can instantly discuss about
• taking the specific drug get valuable extra services without needing to talk on the phone or seeing a nurse
16
Sebastian Kölsch, 27th January 2011
THE BENEFITS
The Company
• is able to build, gain, re-gain trust
• can follow every discussion and react instantly (by replying, not deleting)
• has a new way of supporting patient compliance
• is (probably) able to get new patients
17
Sebastian Kölsch, 27th January 2011
KEY LEARNINGS
• When you entered into conversation, never stop it!
• When you launch an interactive tool, be interactive!
• When you open a forum, accept criticism!
• When you invite others into your brand, be prepared!
• When you go for technology, keep on innovating!
18
Sebastian Kölsch, 27th January 2011
THE POWER IS WITH THE CONSUMER
“The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…”
19
A.G. Lafley, CEO, P&G2006
Sebastian Kölsch, 27th January 2011
THANK YOU
• Sebastian Kölsch
• Koelsch Pharma Services GmbHHabsburgerstr. 9079104 FreiburgGermany
• [email protected]Å twitter.com/Seb_KPSÅ linkedin.com/in/sebastiankoelsch
20