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ABPI Presenation: Navigating the pitfalls of Social Media in the Pharma Industry

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Russell Goldsmith
Russell Goldsmith

Last week I was invited to present at the Association of the British Pharmaceutical Industry's Corporate Affairs Network meeting to give an 'outsider's viewpoint' on the use of Social Media in the Pharma industry. My presentation was based on a recent podcast I produced for the CIPR' Social Media Panel

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@russgoldsmith NAVIGATING THE PITFALLS OF SOCIAL MEDIA IN THE PHARMA INDUSTRY Presentation to ABPI Corporate Affairs Network March 2015 Russell Goldsmith Founder, Audere Communications & member of CIPR Social Media Panel
@russgoldsmith I DONT WORK IN THE PHARMACEUTICAL INDUSTRY, NEITHER AM I A DOCTOR OF ANYTHING (SORRY MUM!) CAVEAT CIPR Social Media Panel c-suite podcast on Pharmaceutical industry - https://soundcloud.com/cipr-social-media- panel/cipr-social-media-panels-c-suite-podcast-show-2-pharmaceutical
@russgoldsmith TOPICS TO DISCUSS Self Diagnosis and Patient Empowerment Engaging directly with patients on Social Media
@russgoldsmith SELF DIAGNOSIS & PATIENT EMPOWERMENT
@russgoldsmith ON AVERAGE, INFORMED PATIENTS CARRY OUT AN AVERAGE OF SEVEN ONLINE SEARCHES BEFORE CONSULTING THEIR DOCTOR. Michael Le Brocq, Business Unit Director - Ethical, Langland1 1. http://advertisinghealth.co.uk/worthwhile-changes-big-changes-michael-le-brocq-langland/
@russgoldsmith WIKIPEDIA Most used online healthcare resource globally1 Top 100 pages for healthcare topics accessed, on ave, 1.9m times in 20132 Top search: tuberculosis (4.2m views) Important to know what information patients find when they get there! 1. Bulletin of the World Health Organization 2. IMS Institute for Healthcare Informaticss Engaging Patients through Social Media Report 2014
@russgoldsmith WIKIPEDIA June 2014, The New England Journal of Medicine1 studied content of healthcare-related Wikipedia pages Identified safety warnings for 22 prescription drugs for range of clinical conditions. Those drugs had triggered 13m searches on Google and 5m Wikipedia page views during study period FDA safety warnings were associated with: 82% increase, on average, in Google searches for the drugs during the week after the announcement 175% increase in views of Wikipedia pages for the drugs on the day of the announcement But 23% of Wikipedia pages were updated more than two weeks after the FDA warning was issued 36% of pages remained unchanged more than one year later (as of January 2014). 1. The New England Journal of Medicine
@russgoldsmith SHOULD WE EDIT WIKIPEDIA?
@russgoldsmith
@russgoldsmith DO WE HAVE A RESPONSIBILITY TO ENSURE INFORMATION IS CORRECT? Dr Mark Hooper, Director, Conversis Medical* at DIA San Diego, June 2015 go to: 1m 24s: https://youtu.be/BYRq3TK6tv0?t=1m24s then 5m 10s: https://youtu.be/BYRq3TK6tv0?t=5m10s * I am currently consulting for Conversis
@russgoldsmith ANYTHING THAT PROMPTS A CONVERSATION BETWEEN A DOCTOR AND A PATIENT IS A GOOD THING Gill Hayes, Global Director of Communications, Oncology, AstraZeneca1 While there are holes in how Wikipedia is put together, Gill believes that using it as a stimulus for getting people to engage with their GP and question why they are being recommended a certain treatment is good patient empowerment. 1. Podcast interview for Chartered Institute of Public Relations - https://soundcloud.com/cipr-social-media-panel/cipr- social-media-panels-c-suite-podcast-show-2-pharmaceutical
@russgoldsmith IMS REPORT INDICATES PEOPLE TRUST WIKIPEDIA. PHARMA COMPANIES HAVE A RESPONSIBILITY TO CONTRIBUTE TO THE CONTENT ON THE SITE. Christian Gardner, Director of Media Services at Pharmaphorum.com and former Digital Communications Manager, AstraZeneca1 Christian believed that patients are actually very unlikely to go directly to their corporate websites. 1. Podcast interview for Chartered Institute of Public Relations - https://soundcloud.com/cipr-social-media-panel/cipr- social-media-panels-c-suite-podcast-show-2-pharmaceutical
@russgoldsmith ENGAGING DIRECTLY WITH PATIENTS ON SOCIAL MEDIA
@russgoldsmith SOCIAL MEDIA NOW CENTRAL TO COMMUNICATIONS Over half of pharmaceutical executives list mastering multi- channel marketing and improving digital effectiveness within their top strategic priorities1 1. Accenture
@russgoldsmith DO WE NEED UNIVERSAL COMPLIANCE IN A GLOBALLY CONNECTED WORLD?
@russgoldsmith WHO TO FOLLOW? POTENTIAL PATIENT CONFUSION? How do we overcome the issue that patients can follow pharma companies US social media feeds from the UK? Can different rules work on a global platform? Global: 75k followers US: 35k followers
@russgoldsmith WHO TO FOLLOW? POTENTIAL PATIENT CONFUSION? How do we overcome the issue that patients can follow pharma companies US social media feeds from the UK? Can different rules work on a global platform?
@russgoldsmith WHO TO FOLLOW? POTENTIAL PATIENT CONFUSION? Who would want to be a Social Media executive of a pharma company?! As the platforms continue to grow, is it possible for a pharma company to monitor, respond to and report every adverse drug reaction, for example, if submitted on its social channel? GSK Twitter Code of Content (on website, not Twitter) You are encouraged to report any adverse events with GSK products using contact details provided.1 1. http://www.gsk.com/en-gb/media/social-media/
@russgoldsmith MAYBE WE JUST GO TO PATIENT OPINION LEADERS?
@russgoldsmith WHAT ABOUT LANGUAGE BARRIERS? How many social feeds do you have and in what language do you share content? Twitter expects immediacy do you have the language resources to respond in real time? Google Translate v Human Linguist
@russgoldsmith WHAT ARE YOU DOING ABOUT VIDEO? Since June 2014, Facebook has averaged more than 1bn video views every day1 Facebook achieved 1bn more desktop video views than YouTube in Aug142 Twitter aiming to launch a native video player to rival YouTube.3 100m people watch vines each month and 1bn loops played every day4 (Aug 2014) 130m active users of Instagram every month5 1. http://media.fb.com/2015/01/07/what-the-shift-to-video-means-for-creators/ 2. https://econsultancy.com/blog/65877-facebook-our-video-strategy-is-all-about-content- discovery/?utm_medium=email&utm_source=Econsultancy&utm_campaign=5119838_1529-daily-pulse-uk-2014-12-10&dm_i=LQI,31QHQ,GEJMQ9,AYBAR,1 3. http://techcrunch.com/2015/01/02/details-unveiled-for-twitters-native-video-player-to-rival-youtube/ 4. http://techcrunch.com/2014/08/20/with-a-billion-loops-every-day-vine-finally-lets-users-import-video-from-their-camera/?ncid=rss 5. https://www.linkedin.com/pulse/article/20140916174146-146884713-instagram-video-a-secret-weapon-for-companies-large-and-small
@russgoldsmith CASE STUDY PATIENTPOWER.EU Founded by Andrew and Esther Schorr (US and European sites) .EU site aim to inform and empower European cancer patients and the people who care about them! Programs feature top medical experts from some of the worlds leading medical institutions, dedicated advocates and inspiring, knowledgeable patients Financial support comes from key medical centres, and industry sponsors who have no editorial control www.PatientPower.eu
@russgoldsmith THANK YOU! Questions?

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ABPI Presenation: Navigating the pitfalls of Social Media in the Pharma Industry

  • 1. @russgoldsmith NAVIGATING THE PITFALLS OF SOCIAL MEDIA IN THE PHARMA INDUSTRY Presentation to ABPI Corporate Affairs Network March 2015 Russell Goldsmith Founder, Audere Communications & member of CIPR Social Media Panel
  • 2. @russgoldsmith I DONT WORK IN THE PHARMACEUTICAL INDUSTRY, NEITHER AM I A DOCTOR OF ANYTHING (SORRY MUM!) CAVEAT CIPR Social Media Panel c-suite podcast on Pharmaceutical industry - https://soundcloud.com/cipr-social-media- panel/cipr-social-media-panels-c-suite-podcast-show-2-pharmaceutical
  • 3. @russgoldsmith TOPICS TO DISCUSS Self Diagnosis and Patient Empowerment Engaging directly with patients on Social Media
  • 4. @russgoldsmith SELF DIAGNOSIS & PATIENT EMPOWERMENT
  • 5. @russgoldsmith ON AVERAGE, INFORMED PATIENTS CARRY OUT AN AVERAGE OF SEVEN ONLINE SEARCHES BEFORE CONSULTING THEIR DOCTOR. Michael Le Brocq, Business Unit Director - Ethical, Langland1 1. http://advertisinghealth.co.uk/worthwhile-changes-big-changes-michael-le-brocq-langland/
  • 6. @russgoldsmith WIKIPEDIA Most used online healthcare resource globally1 Top 100 pages for healthcare topics accessed, on ave, 1.9m times in 20132 Top search: tuberculosis (4.2m views) Important to know what information patients find when they get there! 1. Bulletin of the World Health Organization 2. IMS Institute for Healthcare Informaticss Engaging Patients through Social Media Report 2014
  • 7. @russgoldsmith WIKIPEDIA June 2014, The New England Journal of Medicine1 studied content of healthcare-related Wikipedia pages Identified safety warnings for 22 prescription drugs for range of clinical conditions. Those drugs had triggered 13m searches on Google and 5m Wikipedia page views during study period FDA safety warnings were associated with: 82% increase, on average, in Google searches for the drugs during the week after the announcement 175% increase in views of Wikipedia pages for the drugs on the day of the announcement But 23% of Wikipedia pages were updated more than two weeks after the FDA warning was issued 36% of pages remained unchanged more than one year later (as of January 2014). 1. The New England Journal of Medicine
  • 10. @russgoldsmith DO WE HAVE A RESPONSIBILITY TO ENSURE INFORMATION IS CORRECT? Dr Mark Hooper, Director, Conversis Medical* at DIA San Diego, June 2015 go to: 1m 24s: https://youtu.be/BYRq3TK6tv0?t=1m24s then 5m 10s: https://youtu.be/BYRq3TK6tv0?t=5m10s * I am currently consulting for Conversis
  • 11. @russgoldsmith ANYTHING THAT PROMPTS A CONVERSATION BETWEEN A DOCTOR AND A PATIENT IS A GOOD THING Gill Hayes, Global Director of Communications, Oncology, AstraZeneca1 While there are holes in how Wikipedia is put together, Gill believes that using it as a stimulus for getting people to engage with their GP and question why they are being recommended a certain treatment is good patient empowerment. 1. Podcast interview for Chartered Institute of Public Relations - https://soundcloud.com/cipr-social-media-panel/cipr- social-media-panels-c-suite-podcast-show-2-pharmaceutical
  • 12. @russgoldsmith IMS REPORT INDICATES PEOPLE TRUST WIKIPEDIA. PHARMA COMPANIES HAVE A RESPONSIBILITY TO CONTRIBUTE TO THE CONTENT ON THE SITE. Christian Gardner, Director of Media Services at Pharmaphorum.com and former Digital Communications Manager, AstraZeneca1 Christian believed that patients are actually very unlikely to go directly to their corporate websites. 1. Podcast interview for Chartered Institute of Public Relations - https://soundcloud.com/cipr-social-media-panel/cipr- social-media-panels-c-suite-podcast-show-2-pharmaceutical
  • 13. @russgoldsmith ENGAGING DIRECTLY WITH PATIENTS ON SOCIAL MEDIA
  • 14. @russgoldsmith SOCIAL MEDIA NOW CENTRAL TO COMMUNICATIONS Over half of pharmaceutical executives list mastering multi- channel marketing and improving digital effectiveness within their top strategic priorities1 1. Accenture
  • 15. @russgoldsmith DO WE NEED UNIVERSAL COMPLIANCE IN A GLOBALLY CONNECTED WORLD?
  • 16. @russgoldsmith WHO TO FOLLOW? POTENTIAL PATIENT CONFUSION? How do we overcome the issue that patients can follow pharma companies US social media feeds from the UK? Can different rules work on a global platform? Global: 75k followers US: 35k followers
  • 17. @russgoldsmith WHO TO FOLLOW? POTENTIAL PATIENT CONFUSION? How do we overcome the issue that patients can follow pharma companies US social media feeds from the UK? Can different rules work on a global platform?
  • 18. @russgoldsmith WHO TO FOLLOW? POTENTIAL PATIENT CONFUSION? Who would want to be a Social Media executive of a pharma company?! As the platforms continue to grow, is it possible for a pharma company to monitor, respond to and report every adverse drug reaction, for example, if submitted on its social channel? GSK Twitter Code of Content (on website, not Twitter) You are encouraged to report any adverse events with GSK products using contact details provided.1 1. http://www.gsk.com/en-gb/media/social-media/
  • 19. @russgoldsmith MAYBE WE JUST GO TO PATIENT OPINION LEADERS?
  • 20. @russgoldsmith WHAT ABOUT LANGUAGE BARRIERS? How many social feeds do you have and in what language do you share content? Twitter expects immediacy do you have the language resources to respond in real time? Google Translate v Human Linguist
  • 21. @russgoldsmith WHAT ARE YOU DOING ABOUT VIDEO? Since June 2014, Facebook has averaged more than 1bn video views every day1 Facebook achieved 1bn more desktop video views than YouTube in Aug142 Twitter aiming to launch a native video player to rival YouTube.3 100m people watch vines each month and 1bn loops played every day4 (Aug 2014) 130m active users of Instagram every month5 1. http://media.fb.com/2015/01/07/what-the-shift-to-video-means-for-creators/ 2. https://econsultancy.com/blog/65877-facebook-our-video-strategy-is-all-about-content- discovery/?utm_medium=email&utm_source=Econsultancy&utm_campaign=5119838_1529-daily-pulse-uk-2014-12-10&dm_i=LQI,31QHQ,GEJMQ9,AYBAR,1 3. http://techcrunch.com/2015/01/02/details-unveiled-for-twitters-native-video-player-to-rival-youtube/ 4. http://techcrunch.com/2014/08/20/with-a-billion-loops-every-day-vine-finally-lets-users-import-video-from-their-camera/?ncid=rss 5. https://www.linkedin.com/pulse/article/20140916174146-146884713-instagram-video-a-secret-weapon-for-companies-large-and-small
  • 22. @russgoldsmith CASE STUDY PATIENTPOWER.EU Founded by Andrew and Esther Schorr (US and European sites) .EU site aim to inform and empower European cancer patients and the people who care about them! Programs feature top medical experts from some of the worlds leading medical institutions, dedicated advocates and inspiring, knowledgeable patients Financial support comes from key medical centres, and industry sponsors who have no editorial control www.PatientPower.eu