the impact of social media on the pharmaceutical sector
TRANSCRIPT
Changing lives through healthcare engagement
IMPACT OF SOCIAL MEDIA ON THE PHARMACEUTICAL SECTOR
Paul GrantHead of Strategy Implementation
Changing lives through healthcare engagement
Insurer
Patient
Doctor
Specialist
Media
Hospital
Pharmacist
The Internet
Changing lives through healthcare engagement
New socialized ‘touch’ pointsCu
stom
er lo
yalty
Time
Search, or respond to a social message
Visit website
Discuss online/offline Visit GP
Engage in online community
Share positive
Share negative
Changing lives through healthcare engagement
Very personal when N=1Re
turn
on
inve
stm
ent?
Time
Changing lives through healthcare engagement
Health
Changing lives through healthcare engagement
Changing lives through healthcare engagement
What might they find?•People are sharing very personal and sensitive user
generated content (UGC).
Using ‘ADHD’ as an example, there are already;• More than 1,540 ADHD social groups on Yahoo!
• Over 7,155 photos ‘tagged’ as ADHD in Flickr
• More than 3,550,000 ADHD forum discussions
• More than 3,500 views per day (average) of the Wikipedia ADHD page. It has been viewed 116,564 times in the last 30 days
• More than 40,543 resolved questions about ADHD in Yahoo! Answers
• 100's of ADHD related Facebook groups
Changing lives through healthcare engagement
Changing lives through healthcare engagement
Changing lives through healthcare engagement
Changing lives through healthcare engagement
Changing lives through healthcare engagement
Can UGC = clinical data?
Changing lives through healthcare engagement
Community
CompetitionCollaboration
Content
CredibilityConversation
Cause
Why are they doing this?• Historically, we would
say something like…• In health social
media, it’s more like…
Physical/SafetySource: http://en.wikipedia.org/wiki/File:Maslow%27s_Hierarchy_of_Needs.svg
Changing lives through healthcare engagement
The age of the ‘e-Patient’• Equipped with the skills to manage their own condition• Enabled to make choices about self-care and those choices are
respected• Empowered• Engaged in their own care• Equals in their partnerships with the various physicians involved
in their care• Emancipated• Expert patients can improve their self-rated health status, cope
better with fatigue and other generic features of chronic disease such as role limitation, and reduce disability and their dependence on hospital care
Source: E-Patient, //en.wikipedia.org/w/index.php?title=E-Patient&oldid=437847665 (last visited Oct. 4, 2011).
Changing lives through healthcare engagement
Our idea of the world
Source: http://worldmapper.org © Copyright SASI Group (University of Sheffield)
Changing lives through healthcare engagement
The world by population
Source: http://worldmapper.org © Copyright SASI Group (University of Sheffield)
Changing lives through healthcare engagement
The ‘English’ language world
Source: http://worldmapper.org © Copyright SASI Group (University of Sheffield)
Changing lives through healthcare engagement
The ‘Chinese’ language world
Source: http://worldmapper.org © Copyright SASI Group (University of Sheffield)
Changing lives through healthcare engagement
% e-Patients by country
Sample size: 5,183– US: 1,000– UK: 1,078– Germany: 1,000– Russia: 1,081– China: 1,024
Source: Health Influence in the Era of Public Engagement. Edelman, (January 2009)
Changing lives through healthcare engagement
‘Participatory’ role in outcomes
• It is largely accepted that when patients DO play a role in their care, there are benefits:– Improved experience and thus better overall
outcomes • (Stewart et al., The Impact of Patient-Centred Care on Outcomes,
Journal of Family Practice, September 2000, Vol. 49, No. 9)
– Improved adherence • (Robinson et al., Patient-centered care and adherence: definitions
and applications to improve outcomes, J Am Acad Nurse Pract. 2008 Dec;20(12):600-7)
Changing lives through healthcare engagement
Changing lives through healthcare engagement
Mmmm - ‘So what?’
• There are many ‘Social’ opportunities for pharmaceutical companies:– Clinical trials recruitment– Engaging with HCPs– Raising awareness– Monitoring product safety– Learning about personalised health solutions– Accessing real-world data– Crowd-sourcing research– Etc.
Changing lives through healthcare engagement
Insurer
Patient
Doctor
Specialist
Media
Hospital
Pharmacist
The Internet
Pharma
Pharma
Pharma Pharma
‘Social’ Pharma
Changing lives through healthcare engagement
What about regulation?
“…the complex regulatory requirements for pharmacovigilance, brought in to protect
patients at a time of information scarcity, are now acting as a barrier to the use of this information as an important additional
resource to protect public health”
ABPI 13 June 2011
Source: Pharmacovigilance and the Internet: A Call for Change http://www.abpi.org.uk/our-work/library/industry/Pages/pharmacovigilance-the-internet.aspx
Changing lives through healthcare engagement
Nothing has really changed
“If you are a pharmaceutical company in Europe, don’t inappropriately promote
prescription-only products through digital, or any other channels.”
Paul Grant 13 April 2011
Changing lives through healthcare engagement
Image credit: http://www.sxc.hu/profile/davedufour
Changing lives through healthcare engagement
Image credit: http://www.sxc.hu/profile/nosheep
Changing lives through healthcare engagement
Changing lives through healthcare engagement
“A tiny spark can set a great forest on fire.”James 3:5
Changing lives through healthcare engagement
Changing lives through healthcare engagement
• Integrated offline/online communications centre
• Internal/external expenditure• Remove inefficiencies
• Listening– Reputation– Trends– Opportunities
• Engaging– Real-time response team– Long term relationship building
(i.e. Journalists, Physicians)– Pharmacovigilance
• Protocols– Scenario scripts– Crisis resolution– Clear and resourced
escalation/approvals process
Requires a ‘paradigm shift’
Changing lives through healthcare engagement
External Creative Agency
IT
Communications
Medical Information/SafetySource: http://www.iconarchive.com/show/vista-people-icons-by-icons-land/
Who owns ‘engagement’?
Brand team
Information Technology
Changing lives through healthcare engagement
How? What don’t we know?Know
Know
Don’t Know
Don’t Know
What we know we know
What we don’t know we know What we don’t know we don’t know
What we know we don’t know
Engagement
Source: Adapted from http://www.doceo.co.uk/tools/knowing.htm
Changing lives through healthcare engagement
Other tips for starters• Plan for change • Where is the weakest link?• Think about duration – not just launch; the total cost of ownership • You do not have control (over 3rd party platforms e.g. Facebook)
– They can and will change things without notification– At any point, your initiative can be removed, irrecoverably lost or be unavailable– You do not usually own the rights to content, but are responsible for it
• Build a repository of knowledge about your company initiatives– For an emergency response and for best practise/precedent sharing
• Take a view on: – the landscape, experience you have to date, your own resources and risk profile
• Don’t join in because everyone else is• Demonstrate intent/compliance with existing code and regulations
Changing lives through healthcare engagement
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