Post on 16-Jul-2015
@russgoldsmith
NAVIGATING THE PITFALLS
OF SOCIAL MEDIA IN THE
PHARMA INDUSTRYPresentation to ABPI Corporate Affairs NetworkMarch 2015
Russell GoldsmithFounder, Audere Communications & member of CIPR Social Media Panel
@russgoldsmith
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I DON’T 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
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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 Informatics’s 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
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
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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
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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
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
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
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 world’s 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