Communicating Drug Risk Using New Media Technologies--Dose Of Digital
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Communicating Risk Using New Media Technologies
Jonathan RichmanDirector of Strategic Planning, Bridge WorldwideAuthor, Dose of Digital@jonmrich
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THE SAFETY WARNING FOR CURITAL
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The Situation
In market for 5 years, no new safety signalsNew study data reveals an elevated risk of
acute MI for certain patientsFDA indicating a label change is likely
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HOW DO YOU COMMUNICATE THIS TO THE WORLD?
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TRADITIONAL APPROACH
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TRADITIONAL APPROACH
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NEW APPROACH
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NEW APPROACH?
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SEARCHING FOR SIGNALS
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Source: Nielsen BuzzMetrics, Personal Communications
Total healthcare discussions (~1,350 sites):
82,697 per day
1,840 per dayWebMD alone:
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SHARING THE NEWS
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A Massive Shift
2000 2009
Source: The Social Life of Health Information, Pew Internet, 2009
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A Massive Shift
2000 46% of US adults had
Internet access 5% had broadband access
2009 74% of US adults have
Internet access 57% have broadband access
Source: The Social Life of Health Information, Pew Internet, 2009
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A Massive Shift
2000 46% of US adults had
Internet access 5% had broadband access
25% looked online for healthcare information
2009 74% of US adults have
Internet access 57% have broadband access
61% look online for healthcare information
Source: The Social Life of Health Information, Pew Internet, 2009
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Traditional Approach
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NEW APPROACH
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Your Options
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Your Options
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Your Options
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Your Options
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Your Options
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Your Options
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Your Options
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Your Options
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Your Options
?
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Your Options
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Your Options
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Social
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October 2008 - June 2009
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October 2008 - June 2009
2,258,706clickthroughs
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October 2008 - June 2009
2,258,706clickthroughs
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About two-thirds of online European physicians use Wikipedia as a medical resource monthly or more often – and they’re even recommending it to patients. –Manhattan Research
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VS
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VS
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VS
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VS
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VS
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VS
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VS
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VS
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VS
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80% of all online sessions begin with a search
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80% of all online sessions begin with a searchGoogle has ~65% share of searches
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80% of all online sessions begin with a searchGoogle has ~65% share of searches50% of the time people start their online
session with Google
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Your Options
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Communicating Risk Via New Media
Information needs to be where...
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Communicating Risk Via New Media
Information needs to be where......people spend their time online
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Communicating Risk Via New Media
Information needs to be where......people spend their time online... people search online
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Communicating Risk Via New Media
Information needs to be where......people spend their time online... people search online...it can be easily shared
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Communicating Risk Via New Media
Information needs to be where......people spend their time online... people search online...it can be easily shared...healthcare is already being discussed
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Communicating Risk Via New Media
Information needs to be where......people spend their time online... people search online...it can be easily shared...healthcare is already being discussed...multiple channels and platforms work together
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Communicating Risk Via New Media
Information needs to be where......people spend their time online... people search online...it can be easily shared...healthcare is already being discussed...multiple channels and platforms work together...you can watch what happens and respond
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