social media in life sciences
DESCRIPTION
Utrecht Life Science, Niaba and Syntens organized a seminar dedicated to uses for Social Media in Life Sciences. I gave a big picture overview, and Erik Vollebregt, Sijme Zeilemaker and Martijn van Oijen provided focused Best Practices.TRANSCRIPT
April&23rd&2012&|&15.00&–&18.00&h&|&Descartes&Centre&
Ma;hias&van&Geuns&Building&|&Bolognalaan&48&|&3584&CJ&Utrecht&
Programme(15.00&h &RegistraFon&
15.30&h &Social&media:&the&big&picture,(Lykle(de(Vries&(De&Ondernemers)&
&How&have&Social&Media&changed&the&world?&Including&interesFng&cases&that&are&relevant&&
&to&Life&Sciences.&
16.00&h& &Best&pracFces,&examples&from&entrepreneurs&and&scienFsts:&
&Erik(Vollebregt&(Axon&Lawyers)&will&outline&how&he&uses&blogs&and&twi;er&to&reach&&his&audience&and&clients.&
&Sijme(Zeilemaker((toXBBB)&will&tell&you&how&his&company&is&discovering&how&to&use&Twi;er,&
&FaceBook&and&LinkedIn&to&connect&to&their&clients.&
&Mar9jn(van(Ooijen((Assistant&Professor&of&Medicine,&Division&of&DigesFve&Diseases,&#UCLA)&
&demonstrates&how&Twi;er&acFvity&can&be&used&in&academic&research.&
17.00&h &Drinks&
18.00&h& &End&
[email protected]&@UtrechtLS&#SMILS&
Bring(your(smartphone,(laptop(or(tablet(for(handsBon(assistance(during(drinks!(
Welcome!
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wifi: UMCU-GASTEN
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@UtrechtLS#SMiLS
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Schedule• 15.30 Social media: the big picture,
How have Social Media changed the world?
• 16.00 Best practices:
• Erik Vollebregt (Axon Lawyers)
• Sijme Zeilemaker (to-BBB)
• Martijn van Oijen (Assistant Professor of Medicine, Division of Digestive Diseases, #UCLA)
• 17.00 Drink & Hands-on help
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Who...
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Who...
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Who...
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Who...
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Who...
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Who...
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Who...
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Who...
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Who...
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recent numbers
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45%http://www.imedicalapps.com/2012/04/report-demonstrates-healthcare-organizations-failing-capitalize-social-media/
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45%http://www.imedicalapps.com/2012/04/report-demonstrates-healthcare-organizations-failing-capitalize-social-media/
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The Big Picture
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let’s get introduced
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foto: Judith van der Meulen
Lykle de Vries
@lykle
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New Business Development
Social Media Strategy
Open Innovation
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What about Social Media?
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http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
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http://www.flickr.com/photos/jorge-11/4817642638/in/photostream/
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Radio
http://www.flickr.com/photos/imh/3297961043/
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TV
http://www.flickr.com/photos/roadsidepictures/276395210/
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http://www.flickr.com/photos/inju/112082907/
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http://www.storytellersmediagroup.com/
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http://www.flickr.com/photos/fdtate/5823000083/in/photostream/
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http://www.flickr.com/photos/scott_rtw/1350993666/
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http://www.flickr.com/photos/scott_rtw/1350993666/
Closed
Selective
Controlling
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http://www.flickr.com/photos/perspective/76640090/in/photostream/
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http://www.flickr.com/photos/antjeverena/3368703708/in/photostream/
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http://www.flickr.com/photos/antjeverena/3368703708/in/photostream/
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http://www.flickr.com/photos/scott_rtw/1350993666/
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http://www.flickr.com/photos/scott_rtw/1350993666/
Open
Random
Supportive
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some examples
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How to apply
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http://www.flickr.com/photos/ter-burg/5846043943/in/photostream/
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http://www4.picturepush.com/photo/a/2856902/img/foto-voor-bij-mijn-gedichten-/Poezie-album.jpg
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http://www.flickr.com/photos/renaissancechambara/3122900531/in/photostream/
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http://smash-gtennis.nl/wp-content/uploads/2012/01/IMG_95711.jpg
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what about bad news?
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38
People connect online with their offline friends.
People love to connect to people.
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39
Positive experiences are bigger conversation starters than negative
experiences. People like positive stuff.
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People prefer to share positive
brand experiences on social media
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People prefer to share positive
brand experiences on social media
Individuals are more likely to share positive health-related experiences via social media than negativeexperiences
Chart PackPwC Health Research Institute – Social media “likes” healthcare 5
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Some more examples
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How to apply
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http://www.flickr.com/photos/jamesjordan/2649170201/
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Best Practices
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Erik Vollebregt
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SOCIAL MEDIA IN LIFE SCIENCES
Presentatienaamdatum
Presentatorwww.axonadvocaten.nl
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Overview
• 2 twitter accounts
• @axonlawyers• meddevlegal
• LinkedIn accounts (+ one In account)• 2 websites
• Axonlawyers.com• AELSLF.eu
• 2 blogs
• Medicaldeviceslegal.com• Biotechlegal.wordpress.com
• Mailinglist to email fed from CRM system
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Our philosophy
Information wants to be free, so we offer free, relevant, expert content
• No stupid paywalls etc
People retweet and forward our information because it’s relevant to them or to others
• They feel that any message is worthwhile
We seek to exploit multipliers via other parties and deploy content in as many channels as possible
• Always retain rights on published contents
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Sijme Zeilemaker
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to-BBB technologies BVLeiden, The Netherlands
E-mail [email protected] www.toBBB.com
Sijme ZeilemakerBusiness Development Associate
Phone +31 71 33 222 56Fax +31 84 83 134 09
Sijme ZeilemakerBusiness Development Associate
Social Media @to_BBB
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Brief introduction
• to-BBB: Blood-Brain Barrier
• G-Technology: safely enhancing drug delivery to the brain
• Strategy:– Develop off-patent compounds for brain indications
– Collaborate with big pharma on patented compounds
• Lead product: brain-targeted chemotherapy (2B3-101)– Significant brain tumor reduction in preclinical testing
– Started dose-escalation clinical phase I/IIa trial in 2011
– Patients with solid tumors and brain metastases
– Patients with primary brain tumor glioma
• Many potential products in pipeline
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Corporate Communication Profile
CROsConsultants
Venture CapitalPrivate equity
Grant providers
GSK, Janssen, Genzyme, etc.Smaller CNS/oncology biotech
Leiden, UvA, VU, UU, ErasmusInternational research groups
Patients hoping for a cure
Volkskrant, FD, TelegraafInternational journals
Job vacanciesInternships
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Corporate Communication Profile
CROsConsultants
Venture CapitalPrivate equity
Grant providers
GSK, Janssen, Genzyme, etc.Smaller CNS/oncology biotech
Leiden, UvA, VU, UU, ErasmusInternational research groups
Patients hoping for a cure
Volkskrant, FD, TelegraafInternational journals
Job vacanciesInternships
WEBSITE ?
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Social Media?
• May 2011– to-BBB only had an inactive LinkedIn company page
– Decision to look into social media
– Search for comparable companies:• Some small biotechs use Twitter
• Most small biotech & big pharma have LinkedIn
• Most big pharma use Twitter
• Some big pharma have Facebook page
• Decision to go for social media platform– LinkedIn, Facebook & Twitter
– Connect media by synchronizing messages to all - with
• September 2011: launch social media platform
• October 2011: launch new website tobbb.com
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Social Media Platform
• Using Hootsuite to send messages to all social media
• Schedule messages in Publisher
• Minimizing effort -> maximizing exposure
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Social Media Platform
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Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
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Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
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Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
• Announce who is attending events
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Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
• Announce who is attending events
• Announce who is giving presentations
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Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
• Announce who is attending events
• Announce who is giving presentations
• Retweet exposure to-BBB by others
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Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
• Announce who is attending events
• Announce who is giving presentations
• Retweet exposure to-BBB by others
• Retweet interesting associated messages
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Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
• Announce who is attending events
• Announce who is giving presentations
• Retweet exposure to-BBB by others
• Retweet interesting associated messages
• Vacancies & internships
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Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
• Announce who is attending events
• Announce who is giving presentations
• Retweet exposure to-BBB by others
• Retweet interesting associated messages
• Vacancies & internships
• Charity activities – Hersenstichting,
STOPhersentumoren.nl
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Statistical Output
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Statistical Output
• Followers: growing…
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Statistical Output
• Followers: growing…
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Statistical Output
• Followers: growing…
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Statistical Output
• Followers: growing…
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Statistical Output
• Followers: growing…
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Statistical Output
• Followers: growing…
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Statistical Output
• Followers: growing…
• Exposure: growing…
0
13
25
38
50
Sep Oct Nov Dec Jan Feb Mar Apr
Twitter Clicks
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Favorites
• The more visual, the better…– Movie from BIO-Europe Spring
– Movie from Medisch Contact
– Interview articles in newspapers
• Event announcements – Not by clicks, but feedback in real life
• Interesting: minor interest in important press releases
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Complementary to website and each other
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Tips & Tricks
• Social Media can consume 2-80 hrs/week
• Work smart -> integrate social media platform
• Adds dimension to company website and press releases
• Lay out some ground rules with management
• Stay positive!
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Outstanding questions
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Outstanding questions
Discussion points
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Outstanding questions
Discussion points
•How to involve patient organizations – and even individual patients?
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Outstanding questions
Discussion points
•How to involve patient organizations – and even individual patients?
•How to attract scientists to company?
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Outstanding questions
Discussion points
•How to involve patient organizations – and even individual patients?
•How to attract scientists to company?
•How to significantly increase exposure/followers?
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to-BBB technologies BVLeiden, The Netherlands
E-mail [email protected] www.toBBB.com
Sijme ZeilemakerBusiness Development Associate
Phone +31 71 33 222 56Fax +31 84 83 134 09
Follow us!
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Martijn van Oijen
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@martijnvanoijen
#SocialMedica
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@martijnvanoijen
#SocialMedica
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Identification of patients, their needs and demandsby use of available data from Social Network platforms
1Introducing#SocialMedica 2#SocialMedica
version 1.0 3Future plans
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Overview
Identification of patients, their needs and demandsby use of available data from Social Network platforms
1Introducing#SocialMedica 2#SocialMedica
version 1.0 3Future plans
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Introducing #SocialMedica
“Crohn's is kicking me over and over again this month. I hope I don't have to increase treatment”
1maandag 23 april 12
Rati
onal
e
1992: - Encyclopedia - Talk to neighbors - Call your family
2012: - Google / Wikipedia - Social Media
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Rati
onal
e#SocialMedica: Using Social Media to increase quality of healthcare
Healthcare clinic
Patient
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Rati
onal
e#SocialMedica: Using Social Media to increase quality of healthcare
Healthcare clinic
Provider
Patient
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Rati
onal
e#SocialMedica: Using Social Media to increase quality of healthcare
Healthcare clinic
Patient Patient
Provider
Patient Provider
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2 #SocialMedica version
1.0
The use of Twitter to identify patients with Crohn’s disease
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Twit
ter
Introducing Twitter
Micro-blogging:• ‘Tweet’: 140 characters • ‘Re-tweet’: Republished tweet
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Aim
of
the
stud
y
Feasibility study:– Are we able to identify Crohn’s patients on Twitter?
– Is it a useful tool for measurement of disease activity and unmet needs?
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Tweets with“Crohn”N=6,084
Re-tweetsN=3,185 (59%)
Original tweetsN=2,236 (41%)
Language = English and DutchN=5,421
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Tweets with“Crohn”N=6,084
Pharma/Biotech
N=137 (6%)
Friends orRelatives
N=484 (22%)
PatientsN=987 (44%)
Re-tweetsN=3,185 (59%)
Original tweetsN=2,236 (41%)
Language = English and DutchN=5,421
HealthcareProfessionalsN=167 (7%)
Non-Profit orFoundationsN=432 (19%)
UnclassifiedN=29(1%)
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Van Oijen et al. (DDW 2012)maandag 23 april 12
Results – Orginal tweets
Van Oijen et al. (DDW 2012)maandag 23 april 12
Results – Orginal tweets
Van Oijen et al. (DDW 2012)maandag 23 april 12
Results – Orginal tweets
‘I haven't eaten food in 2 days and no appetite whatsoever. I’m used to this with #Crohn's’
Van Oijen et al. (DDW 2012)maandag 23 april 12
Results – Orginal tweets
‘Found out my friend is in the hospital with Crohn's and has to have a bowel resection. I never knew :(‘
Van Oijen et al. (DDW 2012)maandag 23 april 12
Results – Orginal tweets
Van Oijen et al. (DDW 2012)maandag 23 april 12
Results – Patient’ tweets
Van Oijen et al. (DDW 2012)maandag 23 april 12
Results – Patient’ tweets
Van Oijen et al. (DDW 2012)maandag 23 april 12
Results – Patient’ tweets
@genag515 Wish I was full of energy and joys.. But on Social Security right now due to crohn's, I hope I’m going back to work very soon
Van Oijen et al. (DDW 2012)maandag 23 april 12
Results – Patient’ tweets
Van Oijen et al. (DDW 2012)maandag 23 april 12
Results – Patient’ tweets
‘Seizure caused by low calcium, VitD & magnesium. But I don't have any direct Crohn's symptoms now.’
Van Oijen et al. (DDW 2012)maandag 23 april 12
Conclusion
• Patients identifiably •Patient’ tweets largest category
• Coping & limitations in daily activity• Disease activity
• Twitter feasible to be a new data source for research
Van Oijen et al. (DDW 2012)maandag 23 april 12
‘#Crohn's will not keep me down! Well maybe sitting..’
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‘#Crohn's will not keep me down! Well maybe sitting..’
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3 Future plans
Real-time automated measurement of patients’ geotagged reports
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#Soc
ialM
edic
a, v
ersi
on 2
.0Feasibility
Automated processes
Linking to other platforms
Follow over time
Geotagging
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#Soc
ialM
edic
a, v
ersi
on 2
.0Tweets
Containing‘Crohn’
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#Soc
ialM
edic
a, v
ersi
on 2
.0Tweets
Containing‘Crohn’
DynamicCohort
NLP
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#Soc
ialM
edic
a, v
ersi
on 2
.0Tweets
Containing‘Crohn’
DynamicCohort
Facebook LinkedIn YELP
NLP
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#Soc
ialM
edic
a, v
ersi
on 2
.0Tweets
Containing‘Crohn’
DynamicCohort
Followover time
Facebook LinkedIn YELP
NLP
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Twit
ter
dens
ity
– Lo
s A
ngel
es
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Twit
ter
dens
ity
- A
mst
erda
m
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Ack
now
ledg
emen
ts Rachel Huisman, MDMirthe van der Valk, MDLieske ScholtusVincent de WidtHerma Fidder, MD PhD
Victoria Sheen, MDRusha Modi, MDCorey Arnold, PhDEric Fischer, MCSGarth Fuller, MPHBrennan Spiegel, MD MSHS
Bart KokkeStef de Jong
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@martijnvanoijen
#SocialMedica
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@martijnvanoijen
#SocialMedica
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Wrap-up
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http://www.flickr.com/photos/scott_rtw/1350993666/
maandag 23 april 12
http://www.flickr.com/photos/scott_rtw/1350993666/
Open
Random
Supportive
maandag 23 april 12
http://www.flickr.com/photos/jamesjordan/2649170201/
maandag 23 april 12
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Webinars!
7, 14, 21 May
20.00 h
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Saskia EbelingAernout van Haarst
Irma VijnAnnika van Rosmalen
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April&23rd&2012&|&15.00&–&18.00&h&|&Descartes&Centre&
Ma;hias&van&Geuns&Building&|&Bolognalaan&48&|&3584&CJ&Utrecht&
Programme(15.00&h &RegistraFon&
15.30&h &Social&media:&the&big&picture,(Lykle(de(Vries&(De&Ondernemers)&
&How&have&Social&Media&changed&the&world?&Including&interesFng&cases&that&are&relevant&&
&to&Life&Sciences.&
16.00&h& &Best&pracFces,&examples&from&entrepreneurs&and&scienFsts:&
&Erik(Vollebregt&(Axon&Lawyers)&will&outline&how&he&uses&blogs&and&twi;er&to&reach&&his&audience&and&clients.&
&Sijme(Zeilemaker((toXBBB)&will&tell&you&how&his&company&is&discovering&how&to&use&Twi;er,&
&FaceBook&and&LinkedIn&to&connect&to&their&clients.&
&Mar9jn(van(Ooijen((Assistant&Professor&of&Medicine,&Division&of&DigesFve&Diseases,&#UCLA)&
&demonstrates&how&Twi;er&acFvity&can&be&used&in&academic&research.&
17.00&h &Drinks&
18.00&h& &End&
[email protected]&@UtrechtLS&#SMILS&
Bring(your(smartphone,(laptop(or(tablet(for(handsBon(assistance(during(drinks!(
Enjoy the drinks!
maandag 23 april 12