Presentation on patient independence and empowerment through the use of social media, and if and how Pharma s

1. Pa#ent
Independence
Social
Media
in
the
Pharmaceu#cal
Industry
Smi
Conference
-­‐
London
24/01/2013
Speaker:
Sven
Awege
@svennieco

2. Why
listen
to
me?
• Over
20
years
working
across
different
industries
• Digital
«
pioneer
»
since
the
90’s
helping
blue-­‐chip’s
embrace
eBiz
over
a
decade
ago
• Last
10
years
in
Pharma
– Sales
– Marke#ng
(mul#-­‐channel)
– Finance
– Consul#ng
– European
scope
• Last
2
years
in
Pharma
– Subject
ma7er
expert
on
social
media
&
mobile
2
Stop
reading
this
and
listen
to
me,
it’s
in
light
grey
so
it
can’t
be
important!

3. My
personal
mission
in
35
minutes
• Bring
the
pa#ent
back
into
the
big
picture
• Understand
the
drivers,
concerns
for
Pharma
• Change
how
you
feel
about
the
“pa#ent”
so
that
you
can
create
beer
healthcare
outcomes
And
all
that
for
a
pluri-­‐disciplinary
audience!
3

4. To
make
this
happen:
• Listen
up
and
live
the
moment!
• Share
your
thoughts
• Engage
in
the
journey
together
4

5. Scope
• Pa#ent
access
to
informa#on
• Implica#ons
of
mis-­‐informa#on
• Increased
involvement
of
pa#ents
• Advantages
and
issues
of
pa#ent
independence
• What
about
Pharma?
5

6. But
before
that….
• Who
is
a
pa#ent
or
a
care-­‐giver?
6

7. How
do
you
feel
about
being
a
paAent?
Our
6
basic
emo#ons:
– Anger
– Discust
– Fear
– Happiness
– Sadness
– Surprise
(all
others
are
said
to
derive
from
these)
7

8. …
has
it
changed?
Remember
when
the
Doctor
was
the
most
trusted
member
of
society,
and
healthcare
budgets
were
posi#ve…
who
did
pa#ents
trust?
8

9. …
what
about
the
future?
Drivers
of
change:
• Governments
are
broke
• Demographics
are
dooming
(we’re
living
longer,
but
not
healthier*,
and
with
fewer
HCP)
• Ubiquitous
informa#on
&
lobbying
(journalists,
associa#ons,
pa#ents
&
caregivers)
• Transparency
&
Liability
controlling
progressive
approach
from
stakeholders
(big
fines
&
jail
sentences)
• Technology
is
again
enabling
change
(mobile,
cloud,
social
media,
big
data)
Pa#ents
(all
of
us)
will
have
to
be
empowered
and
take
more
responsibility
Macro
trend
will
be
to
move
from
being
ill
to
staying
healthy!
9
*
hp://www.thelancet.com/themed/global-­‐burden-­‐of-­‐disease

10. Yes:
• We
all
have
access
to
the
internet
• We
nearly
all
use
the
internet
to
look
up
health
related
informa#on
• The
one-­‐way
monologue
with
our
doctors
is
something
of
the
past
10

11. Pa#ents
and
caregivers
are
connected
>70%
of
Western
European
and
>75%
of
US
consumers
are
online
85%
of
online
Europeans
turn
52%
of
online
to
the
internet
or
European
adults
use
other
technologies
social
media
for
for
health
and
drug
health
advice
informa#on
Wikipedia
was
the
top
online
health
resource
for
consumers
in
all
countries
Health
2.0
consumers...
ü Twice
as
likely
as
the
average
health
consumer
to
request
a
prescrip#on
ü Twice
as
likely
to
report
that
others
rely
on
them
to
make
health
decisions:
they
are
influencers
ü More
than
half
discuss
informa#on
they
found
online
with
their
physician
Manha7an
Research
“CyberCiAzen“
2010
(EU)

12. • …
the
top
online
resource
in
every
country
…
and
Pharma
won’t
touch
it…yet!
12

13.
Background
and
Sta#s#cs
• Launched
in
2001
• Online,
free
to
access,
encyclopedia
• Available
in
more
than
285
different
languages
• 77k
ac#ve
contributors
• 19
M
ar#cles
No
hiding
the
elephant
in
the
room.
It’s
BIG!
• 470
M
visitors
per
month
(out
of
2,4B
internet
users)
• English
version
(as
of
8th
January
2013)
– 4,139,360
content
ar#cles
– 29,150,404
pages
in
total
470
million
of
2,4
billion
is
roughly
20%
hp://en.wikipedia.org/wiki/Wikipedia:About
13

14. What
Wikipedia
is
Not
Dic#onary
Censored
Random
Original
News-­‐
Thought
paper
Adver#se
Crystal
Ball
Mirror
Blog
Directory
Manual
hp://en.wikipedia.org/wiki/Wikipedia:What_Wikipedia_is_not
14
hp://www.wikipedia.org/

15. Did
you
know?
WikiProject
for
Medicine
• Good
prac#ce
procedure
being
established
by
a
mul#-­‐stakeholder
group,
including
Pharma!
hp://en.wikipedia.org/wiki/Wikipedia:WikiProject_Medicine/Good_Prac#ce_Procedure_task_force
15

16.
is
just
the
#p
of
the
iceburg
Long-­‐tail
of
other
online
resources
with
varying
degrees
of
reliability
Professional
&
associa#on
driven:
• Pa#ent
communi#es
• Blogs
• Forums
• Newsleers
• Online
video
• …
• …
and
now
mobile
apps
16

17. …
in
a
complex
digital
landscape
Reach
/
size
General
Health
Health
content
on
Info
«portals»
Big
S.Media
platorms
Product
Insurance
&
Pharmacovigilence
Pa#ent
Reimbursement
Communi#es
eCommerce
Medical
Advice
Transac#onal
Pa#ent
Emo#onal
Engagement
Associa#on
Comparator
sites
(HCP
&
Est.)
Personal
EHR
Treatment
Therapeu#c
Disease
Adherence
Communi#es
17

18. Where
platorms
have
certain
aributes
18

19. …
ePa#ents
get
engaged
differently
ePa#ents:
• More
Women
• Well:
60-­‐65%
• Acute:
5%
• Chronic:
30-­‐35%
Different
needs,
different
behaviour
IMC2
2009.
19

20. …
and
their
autude
toward
Physicians
varies
Boston
Consul#ng
Group
20

21. …
with
a
plathora
of
new
tools…
21

22. …
some
ques#onable
promises..
22

23. …
and
very
big
vested
interests

24. Genera#ng
very
real
«
big
data
»
Symplur:
dynamics
of
a
Twier
pa#ent
community

25. This
is
really
happening!
• Physicians
and
other
HCP
are
already
confrunted,
and
are
oven
taking
up
the
challenge
….
but
what
about
Pharma?

26. Where
do
ques#ons
arise
for
Pharma?
‘Solicited’
vs
‘unsolicited’
informa#on
‘Promo#on’
vs
‘informa#on’,
eg
pa#ents
in
Europe
In
a
UGC
environment,
what
content
is
the
company
responsible
for?
What
about
online
adverse-­‐event
repor#ng?
Should
Pharma
update
public
resources
like
Wikipedia?
26

27. What
about
mis-­‐informa#on?
Pharma
company
study
of
its
own
products
on
Wikipedia
(based
on
US
package
insert
info*):
• 10%
of
its
products
not
men#oned
• 95%
of
informa#on
on
products
was
correct
(5%
incorrect)
• 20%
of
basic
informa#on
was
missing
*
Huge
headache
issue
-­‐
health
authori#es
are
local,
whereas
ePa#ents
are
oven
global
–
so
what
is
mis-­‐informa#on?

28. Responsibility?
• If
you
know
that
informa#on
on
your
product
is
incorrect,
or
important
informa#on
is
missing
don’t
you
have
an
ethical
&
social
responsibility
to
take
correc#ve
measures?
• Forget
you’re
Pharma,
remember
you’re
a
pa#ent
too
–
how
does
that
influence
your
thoughts?
28

29. Learning
examples
• Dele#ng
comments
• Using
social
media
channels
to
promote
• Social
media
«
sharing
»
widgets
• Privacy
&
data
protec#on
• Solicited
vs
unsolicited
See
work
aide
for
addi#onal
informa#on
and
full
examples

30. Pfizer
ChapS#ck
Facebook
campaign
30

31. Dele#ng
comments
–
don’t
panic!
Pfizer
ChapS#ck
Facebook
campaign
incident
• Photo
of
lady
looking
for
her
ChapS#ck
• Blogger
disgusted
and
blogs
+
comments
on
Fb
page
• Pfizer
deletes
comments
and
it
all
spirals
out
of
control
over
a
few
days
• Global
corp
comms
director
has
to
appologise
Ø Social
media
is
about
engaging
with
the
customers
Ø Dele#ng
their
comments
is
against
this
principal
and
offends
them
(us!)
Ø The
Internet
and
specifically
social
media
provide
enough
simple
tools
for
the
customer
to
strike
back
31

32. As
a
pa#ent
or
care-­‐giver
(you
as
an
individual),
what
would
you
want
Pharma
to
do
on
Wikipedia?

33. Pa#ent
independence
ain’t
going
away:
We
need
to
step
up
our
game
and
be
socially
responsible
Advantages
Challenges
• More
equitable
and
• Digital
divide
empathe#c
healthcare
• Re-­‐integra#ng
the
human
• Increased
focus
on
personal
involvement
and
responsibility
nature
involvement
• Drives
pa#ent-­‐centric
(sustainable
engagement)
healthcare
• Defining
Pharma’s
ligi#mate
• Builds
founda#ons
for
beer
role(s)
R&D
• Building
and
maintaining
social
• Reduce
healthcare
costs
media,
mobile
&
“big-­‐data”
• Offers
opportunity
to
reach
out
and
re-­‐build
lost
trust
capabili#es
as
core
vs
just
a
between
stakeholders
campaign
stunt
33

34. Remember,
you
are
the
pa#ent
and
caregiver
!
Thank
you
for
your
#me
J
Social
Media
in
the
Pharmaceu#cal
Industry
Smi
Conference
–
London
2013
Sven
Awege
@svennieco
+33
6
43
05
82
29
pharmastrategic.com
34