Health 2.0 for European Pharmaceutical companies

Olivier LAURENT CEO, Coligane group

When health issues occur, online consumers in Europe are more likely to turn to the internet than to go directly to their doctor.

Its now time to avoid patients confusion

www.coliganegroup.com

Health 2.0 for European Pharmaceutical Companies

WarningThis document was created by Olivier Laurent and Coligane group.

The content of this document is protected by copyright. The content is the proper-

ty of Coligane group and its authors. Reproduction rights are limited to excerpts

only. Olivier Laurent and Coligane group must be cited as the authors at the fol-

lowing address http://www.coliganegroup.com.

For further information please contact Coligane group by email at

[email protected].

Coligane group, January 2010.

http://www.coliganegroup.com

Copyright © 2009 Coligane Group. All Rights Reserved. | Page � www.coliganegroup.com

HeAltH 2.0 FoR euRoPeAn PHARmACeutICAl ComPAnIes

ContentsDear readers 2

Overview 3

The Internet and Health Care 4

Internet as primary source of information 4

Europe creates confusion 6

When patients become E 8

What is health 2.0 and social media 10

Changing landscape 12

A cultural challenge for pharmaceutical companies 12

Health 2.0 is a culturally disruptive technology 13

How is Pharma using Social media 15

The current commonly used pharma Health 2.0 marketing strategies 16

The Current “Best Practices/Solution” 17

Opportunities 32

Best Practices 33

Employee Training 33

Overall Internet Strategy for European Pharmaceutical 34

Develop an unbranded condition site—focusing on awareness,

patient education, assessment tools etc 37

Design 40

The Return of Connections 41

Copyright © 2009 Coligane Group. All Rights Reserved. | Page 2 www.coliganegroup.com


Dear readers...While the European Pharmaceutical Brand teams continue to focus on

efforts to reach physicians, the increasing importance of the Internet

in health care decisions by European consumers opens up a world of

marketing possibilities.

The aim of this document is to share the concepts and the power of Health

2.0 with European pharmaceutical companies.

It represents the opportunity to engage patients and use a disruptive

technology for customer service strategies.



OverviewThere is a health care revolution happening around the world. Consumers are

becoming more involved in their care and the Internet is becoming a first line

provider. There is a paradigm shift occurring driven by both the new Internet

technology and momentum of consumer dissatisfaction with the present health

care model. This shift is potentially massively disruptive yet offers new opportu-

nities to those willing to spend the time charting their path.

The Internet has fundamentally changed the way consumers around the world

obtain information, make decisions and take actions; whether they are choos-

ing a president or making healthcare decisions. The Internet has enabled them

to have immediate access to searchable and dynamic interactive content.

With the advent of “social media” consumers now create content, participate

in open two way conversations and can become opinion leaders.

This emerging paradigm is challenging Pharmaceutical companies to stretch

beyond their present cultural patterns. Pharmaceutical companies are cautious-

ly moving into the communications equivalent of a black hole: social media

(also known as Web/Health 2.0 or participatory medicine). Some companies

(primarily in the United States) are dabbling in blogs, non-branded websites

and Facebook pages; others are writing text messages on Twitter and posting

videos to YouTube.

This white paper will help to address how European pharmaceutical compa-

nies can develop a coherent, legal and effective Health 2.0 Internet strategy

that delivers measureable results.

In europe

Over 150 million adults online for health information

Over 70 million adults online for pharmaceutical information

10 country survey in 2009: Germany, United Kingdom, Spain, Italy, France, Belgium, Sweden, Poland, Netherlands and Portugal.



The Internet and Health CareInternet as primary source of informationThere is an accelerating movement to use the Internet as a primary source of

health information.

In 2008, when health issues occurred, online consumers in Europe were

more likely to first turn to the Internet than to go directly to their doctor1.

Almost 90% of European Internet users have looked online for health in-

formation with over 70 million researching pharmaceutical information2.

Health sites are growing quickly. In 2008 the number of visitors in-

creased 21 percent, outpacing the 5 percent increase in total United

States Internet users3.

1 Manhattan Research; Cybercitizen Health Europe v8.0, 20092 Manhattan Reseach; How Digital is Shaping the Future of Pharmaceutical Marketing, 20093 Comscore; Online Health Information Category Grows at Rate Four Times Faster Than Total

Internet, 2008

a.

b.

c.

millions

150.0

100.0

50.0

0

2002 2004 2006 2008

* eHealth Consumers = Consumers who have conducted health information seeking activities online in the past 12 months for themselves or others.

** ePharma Consumers = Consumers who have reserached prescription drug information online in the past 12 months for themselves or others.

Online Health Information Seeking Has More Than Doubled Since 2002Online Pharma Info Seeking Has Tripled

eHealth Consumers

ePharma Consumers



There is a responsibility shift occurring within our healthcare system. No

longer is the individual willing to let his or her health remain in the total

control of someone else.

The balance of knowledge between the public and health professionals

is changing because of the Internet, enabling patients to become more

involved in their healthcare decision-making process. The Internet has

the ability to improve lives and link both the isolated as well as non-iso-

lated to tools, information and resources.

People are unwilling to wait on their health concerns. It is no longer

acceptable to have to wait for a week or more to learn about what

needs to be done. The slow, mass marketed approach to healthcare is

being replaced by the immediate availability of information, solutions

and product.

Consumers are researching symptoms, diseases, treatments (traditional

and alternative), looking for opinions on doctors, hospitals and drugs

and most recently participating in online interactive social communities.

In fact, the Internet influences healthcare decisions of online consumers

more than television, radio, books, newspapers or magazines4.

Medical online support groups have become an important health care

resource.

The use of the Internet for healthcare is one of the most important cultural

medical revolutions of the past century, mediated and driven by technology.

4 Manhattan Research; Cybercitizen Health Europe v8.0, 2009

d.

e.

f.

g.

h.

i.

j.



Europe creates confusionIn Europe nearly all physicians access the Internet on a regular basis for medi-

cal information and clinical support tools. Of these, 80% report it is essential

to their practice and two-thirds are interested in using social media as a way

to communicate and compare with other physicians. About 40% of European

physicians recommend health websites to their patients5.

Physicians that report that internet is essential

to their practice.

Physicians that are interested in using social media as a way to

communicate and compare with other physicians.

Physicians that recommend health websites to their

patients.

European Physicians Access The Internet On A Regular Basis For Medical Information And Clinical Support Tools.

100

10

20

30

40

50

60

70

80

90

0

Due to strict European regulations (primarily limiting direct-to-consumer adver-

tising) there is a lack of local pharma sites in Europe that has forced European

health care consumers to visit corporate pharmaceutical sites (designed for the

US market) as a means of obtaining valuable health and treatment information.

This creates confusion as much of the US centric information is not accurate for

the European market nor is it available in regional languages or customs.

5 P/S/L Research



Top 10 Global Pharmaceutical Corporate Sites

Ranked by Number of European Consumer Visitors

Position Company

1. Bayer2. Roche3. Pfizer4. Novartis5. Johnson & Johnson6. GlaxoKlineSmith7. Sanofi-Aventis8. Schering AG9. Boehringer Ingelheim10. AstraZeneca

Consumers are also visiting all the other major online health sites (governmen-

tal, commercial and private—primarily US based) to gather information, share

and compare health care experiences, review options on treatment, gener-

ate content and interface with health care providers. Language is of course a

strong factor in limiting access.

Interestingly, a major difference between US and European online health us-

ers is that in Europe ‘Wikipedia’ is a major health resource with two-thirds of

physicians using it and even recommending it to patients. US health care con-

sumers spend more time visiting sites such as WebMD or the FDA.



When patients become EThe following points about Internet health care consumers (or e-Patients) may

be important to pharmaceutical companies wishing to engage them over the

Internet as they set a framework for involvement. E-patients are:

Equipped with the skills to manage their own condition.

Enabled to make choices about self-care and those choices are respected.

Empowered

Engaged patients are 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 limita-

tion, and reduce disability and their dependence on hospital care.

•

•

•

•

•

•

•



Internet users do not rely on just the brands to inform themselves. While 69%

visit brands’ official websites, 82% prefer to search for information on a search

engine or to read people’s comments on personal profiles on social networks

like Facebook, for example (55%). Internet users’ preferred method for ex-

changing information about a product is MSN Messenger (44.5%). E-mail

comes in at a close second (42.4%), followed by blogs (30.4%), and social

networks (27.6%)6. Microblogging (Twitter) is gaining in popularity and soon

may replace MSN Messenger (chatting) as the primary method of exchange.

69%visit brands’

official websites

Internet Searching Information Trends.

100

10

20

30

40

50

60

70

80

90

0

82%prefer to search for information

on a search engine

55%prefer to read

people’s comments on

social networks like Facebook

Internet Users Searching Information

44.5%MSN

Messenger

42.4%E-mail

30.4%Blogs 27.6%

Socialnetworks

Internet Users Exchanging Information

6 Universal McCann; When did we start trusting strangers? 2008

Copyright © 2009 Coligane Group. All Rights Reserved. | Page �0 www.coliganegroup.com


What is health 2.0 and social mediaHealth 2.0 is the health care equivalent of Web 2.0. Web 2.0 enables the

average person to create content on line and participate in activities that span

the globe. Personal blogging, video uploading, music downloading, photo

sharing, conversations amongst common interest groups and professionals are

examples of social activities that form the interactive foundation of Web 2.0.

Health 2.0 can best be defined as the use of social software to promote col-

laboration between patients, their caregivers, medical professionals, and other

stakeholders in health.

Within the environment of Health 2.0, people with chronic health conditions

are sharing their stories with each other, not just for emotional support, but

for the clinical knowledge they gain from participating with “patients like me”

in an online community. Doctors are meeting up online to share quandaries

about challenging cases and solutions that work. Researchers are coming to-

gether with patients to learn about side effects in real-time to improve thera-

peutic regimens.

Health 2.0 is not about using the Internet as a promotional tool to sell products

and messages, but rather it is an opportunity to engage patients and use the

technology for customer service strategies. It is talking about what consumers

need to know about their diseases and how to find more information. It is per-

sonalized and engaging. It is transformational for health care consumers.

The new Health 2.0 sites facilitate the exchange of health information and

personal stories in a way that transcends both medical textbooks and chatting

with a friend on the phone—yet offers some of the benefits of both. Consumers

are quickly adopting such social networks; one in three Americans used some

form of social media online for health in 2007. Europeans are now starting

Health 2.0

Health 2.0 can best be defined as the use of social software to promote collaboration between patients, their caregivers, medical professionals, and other stakeholders in health.

Copyright © 2009 Coligane Group. All Rights Reserved. | Page �� www.coliganegroup.com


to increase their use of social media and it is expected they will match US

numbers shortly.

One of the foundations of Health 2.0 is the power of collective wisdom—more

value is created when there are more participants. The collective wisdom of

patients can uncover clinical insights beyond the understanding of a single

physician or patient.



Changing landscapeIn the past five years US pharmaceutical marketers have shifted from market-

ing largely to physician audiences to engaging in one way DTC advertising

and are now exploring two way social media.

Due to the strict regulations around direct-to-consumer pharmaceutical adver-

tising in Europe, building relationships with healthcare consumers can be very

challenging. Brand teams continue to focus on efforts to reach physicians. The

increasing importance of the Internet in health care decisions by European

consumers opens up a world of marketing possibilities.

A cultural challenge for pharmaceutical companiesPharma is facing a cultural challenge in evaluating, adopting and participat-

ing in “social media” on the web.

Traditionally pharma communication has been brand focused, utilizing

one-way conversation, being secretive and risk adverse.

The new landscape of “open” social media requires two-way conversa-

tion, allows for many “experts” and involves consumers at every level of

the process,

Pharma will want to have a real dialogue, doing it in a way that is not

pushing but rather listening, taking feedback and adjusting. The problem

is that currently there is very little structured two-way dialogue between

pharma and its consumers. In truth, there is very little real social media

being done in the pharmaceutical industry in Europe with only a little bit

more in the United States.

Social media requires a top-down shift in pharma philosophy as well

as a basic change in the kind of information traditionally provided to

consumers.

1.

2.

3.

4.



Health 2.0 is a culturally disruptive technology

Control access to data and information

Privacy & security are regulated

Risk averse

Information from authoritative

source

Intellectual property closely

guarded

One way conversation

Health 2.0 Values

Information contributed by and

distributed to all

Anyone can join

Risk taking

Crowd wisdom

Open source

Multi-way conversation

Pharma Values



Social networking

HCPs

Sales forces

Consumers & patients

Search engine marketing

Internal: knowledge sharing

& collaboration

Issues management & PR

Impacts on pharma

It is possible through the responsible use of social media Health 2.0 by Euro-

pean pharmaceutical companies support could be created for reforms pro-

posed to the EU Commission regarding non-promotional patient information

dissemination.

These provisions include:

Proactive—providing unsolicited information on diseases information in-

cluding causes, awareness and prevention.

Reference—providing information on diseases and medicines that a pa-

tient could search for in a library or on the Internet.

Reactive—provide a response to specific questions from consumers

Support—provide support to insure understanding and compliance with

a prescription.

•

•

•

•



How is Pharma using Social mediaWhile European pharma can not easily reach out to directly to consumers, it

can use the Internet to listen to patient conversations in order to gain insight

into how people are dealing with diagnoses, health concerns and identify the

support they need. The opportunity is for pharmaceutical companies to figure

out how to engage in these discussions in order to build stronger, longer last-

ing customer relationships.

The Internet is arguably the most cost-efficient and impactful way for pharma-

ceutical companies to reach consumers.

Pharmaceutical Marketing Area



Over three-quarters of online consumers looking for pharmaceutical informa-

tion say they expect online customer service from drug companies7. Compa-

nies in other industries offer multiple touch points through websites, email, text

messaging, message boards, blogs and micro blogs in order to meet the wid-

est consumer audience. Pharmaceutical companies will want to meet these

expectations in the context of appropriate regulations.

One of the primary opportunities to build relationships with health care con-

sumers is through content marketing.

For example:

Johnson & Johnson has created a health network on YouTube that pro-

vides valuable unbranded health information.

Johnson & Johnson is on Facebook with an unbranded ADHD site with

information from medical experts and self-assessment forms.

The current commonly used pharma Health 2.0 marketing strategies

The most commonly used pharma Health 2.0 marketing strategies worldwide

are:

For HCPs

market research

brand awareness

For consumers and patients

Health, disease, condition and treatment awareness

Viral outreach

Community building—disease/condition based; some direct dia-

logue in US

Brand advertising—in DTC markets

7 Manhattan Research; Reaching Today’s ePharma Consumer

•

•

1.

a.

b.

2.

a.

b.

c.

d.



The Current “Best Practices/Solution”:

Mobile phone applications Mobile phone applications that provide valuable information and tools for

health care consumers. These will allow the company to have its name in front

of the consumer in a positive way and also allow for intelligence gathering.

Following are two good examples:

VaxTrak is a very valuable yet simple mobile app designed by Novartis.

It helps parents keep track of vaccinations.

a.



BlackBag is another mobile app that offers medical news, tools and re-

sources for healthcare professionals. It was designed by Ortho-McNeil.

b.



Extensive Health 2.0 websites

Following are two good examples:

Here is an excellent site developed by Bayer HealthCare (UK) to provide

information and resources about it’s blood glucose monitoring system.

a.



USB developed this informative unbranded content site providing infor-

mation, community and tools about Crohn’s disease.

b.

Copyright © 2009 Coligane Group. All Rights Reserved. | Page 2� www.coliganegroup.com


FacebookFacebook pages are being used successfully by several pharma companies to

reach out, provide valuable information and listen to consumers.

Here are two examples:

The first is sponsored by McNeil for ADHD awareness and the second by

Bayer to bring awareness about heart disease in women.



Multimedia, RSS feeds, Twitter and email for press releaseA good example of using social media in a press release is from Roche. To an-

nounce the results of a study showing the benefits of using Herceptin, Roche em-

ployed multimedia (slides and video) along with ways to interact with Roche,

view other videos and subscribe to Roche news through RSS feeds, Twitter and

email.



Health 2.0, Twitter, YouTube, iPhoneSanofi-aventis has embraced social media in an extraordinary way, coordinat-

ing almost all the Health 2.0 tools for it’s “GoMeals” campaign. GoMeals is de-

signed to help people with diabetes make better food choices, learn about the

nutritional content of foods and track their intake. The campaign utilizes a health

2.0 website, a twitter feed, a YouTube video and an iPhone application.



YouTubePfizer has set up a YouTube channel to promote its European operations by

showcasing some of its employees:

In one sequence of three videos we see regional president of European Spe-

cialty Care Cees Heiman having breakfast, driving to work and walking into

his office, all the while talking about Pfizer, its work and goals.



The company has uploaded eleven videos to the channel, which also feature em-

ployees from Belgium, the UK, Spain, Greece, Finland, Hungary and Norway.

They talk about how proud they are to work for the company, what a differ-

ence it makes to people’s lives and finishing on a fact about their family or

hobby.

Here is an example of how Johnson & Johnson is using YouTube outreach.



Blog and TwitterAbbott (France) has created a comprehensive blog and twitter presence—Mal-

adies Chroniques & Travail:



Online communitiesGenetech’s herceptin HER Story community connects women with breast can-

cer to each other.



Children with Diabetes is Johnson & Johnson’s online community for parents,

kids, adults and families living with type 1 diabetes,



TwitterIn November 2008 there were only two companies with accounts—Novartis

and Boehringer. Now the majority of top 20 pharma firms have a presence

on the platform and a number run multiple accounts to give them a broader

reach.



Opportunities Social media applications include such tools as blogs, communities, collab-

orative wikis, user generated content, podcasts, tagging, micro blogs (Twitter)

social sites such as Facebook and sharing sites such as YouTube. These tactical

tools can all play a part in the pharmaceutical industries approach to Health

2.0 participation.

Pharma’s participation in social media in Europe provides the company with 24/7

focus groups that can give consumer insights on drugs and treatments which in

turn allows for better product development and more effective marketing.

Additionally, if one of phama’s main goals is to help people become and remain

healthy, then social media tools provide an opportunity to engage the commu-

nity and help motivate them to better lifestyles and better health. This will help to

increase pharma’s good will in the eyes of consumers and regulators.

This goodwill could be important in reversing the declining opinion of phar-

maceutical companies and their information as perceived by their customers.

A recent US study found that patients today only trust most of the time what

pharma says in their ads 18% of the time, down from 33% in 1997. Social me-

dia participation may be one way for pharma to regain the public’s trust.

One of the challenges for pharma will be what legal responsibilities they have

regarding information they may learn from their monitoring and participation

in social media (such as adverse reactions).

Yet as have seen in music, publishing and entertainment, if an industry does not understand and adapt appropriately to social media it is in danger of becoming irrelevant to the discourse and may find it is partially or fully displaced.



Best PracticesBefore starting a broad social media Health 2.0 initiative it is important for the

company to decide:

If their corporate culture is social media friendly (e.g. can executives

engage in candid conversations with consumers and are they willing to

experience and address negative online commentary?).

What is their tolerance for uncertainty; social media is always evolving

and is not easily measured by traditional metrics.

The company should then establish a cross functional Health 2.0/social media

task force. This group will establish the initial company social media policy and

champion it’s implementation.

Employee TrainingOne of the next steps in implementing a Health 2.0 marketing strategy is to

develop and implement an employee social media guide.

Telstra (the 40,000+ person telecom

company) makes social media train-

ing mandatory for its employees and

formalized a policy of 3 R’s—espon-

sibility, respect and representation.

Taking things a step further, today the

company is trying something about as

transparent as it gets—publishing their

entire “social media training guide”

online, so that anyone can check it out,

learn and critique.

1.

2.



Overall Internet Strategy for European Pharmaceutical

Building RelationshipsSocial media is part of a broader marketing strategy of building relationships

with consumers.

Pharmaceutical companies will want to build these relationships with health

care consumers through Internet “content marketing”. It is important that con-

tent is provided in country specific languages and country relevant content so

that the consumers know they are being recognized as individuals. Content

will be unbiased information unrelated to a drug product that provides valu-

able information on diseases, therapies and health resources.

Search EnginesSearch engines (Google, Bing etc) are important first line tools for consumers

seeking health information online. In the US search engines are used 67% of

the time to locate health information (see below). The number is even higher in

Europe due to lack of language specific comprehensive Internet health portals.



Generalsearch engines

Health portals

Social media

Disease/conditionassociation sites

Health plans

News sites

Health specific search engines

Government sites

Pharmaceutical company

Hospital/clinicsites

Drugadvertisement

Online Tools And Resources Used To Locate Health Information.

Source: iCrossing. How America Searches: Health and Wellness. January 2008.

Therefore, one of the primary pharma Internet strategies will be to search en-

gine optimize (SEO) all their sites and content so search engine spiders can op-

timally find and report them to health information searchers. It will also be very

important to regionalize/localize SEO key wording to take into account not

only language but also slang, alternative spellings and other cultural aspects.

Search engine strategy also includes paid search approaches. Search engine

marketing needs to be measured by integrated web analytics in order to moni-

tor and evaluate efforts. In order for Search Engine marketing to be effective,

the company must know details about its target audience, what is relevant and

what they are searching for.



WikipediaAs mentioned earlier, Europeans accessed Wikipedia as their number one

health information web site (this is not the case in the United States).

This open source encyclopedia appears to be filling the gap due to the lack of

local top health portals. The majority of European online health consumers as-

sume that the pharmaceutical companies monitor their related product pages

and keep them accurate.

Therefore pharmaceutical companies should be sure that their products are

fairly and accurately represented in localized Wiki entries.

ListeningSocial media “listening in” is a key initial component of a pharma Health 2.0

initiative. Pharma needs to know what is being said about its products and the

company in general. This can be used both to take short term corrective action

if appropriate and to monitor the effectiveness of new marketing initiatives.

Consumers and physicians who are talking about brands (questions, sugges-

tions, criticisms) are often really looking for help and feedback. So listening in

is the first step, but if no responses are offered in some way then these consum-

ers may feel abandoned and ignored.



Develop an unbranded condition site—focusing on aware-ness, patient education, assessment tools etc.

YoutubeA number of pharmaceutical companies have developed YouTube video chan-

nels (see preceding examples). Successful examples utilize content specifically

developed for the Internet video channel. Done properly this outreach can

help consumers feel that pharma truly cares about them and their health.

Facebook & TwitterPharmaceutical companies both in the US and Europe are successfully utiliz-

ing these social media tools as a way to communicate with consumers and

maintain a “presence”.

Patient Compliance

A recent study in the United States (similar results expected in Europe) showed

that more then half of Americans don’t take their prescriptions as directed8. There-

fore initiatives by pharma to increase compliance could be very valuable.

There are a number of effective Health 2.0 tools that could be utilized in a

comprehensive program to increase compliance. They include peer to peer

support groups, email marketing campaigns, mobile phone messaging re-

minders and drug reminder apps (such as Pill Phone or MediMemory) and

treatment adherence tools on dedicated web sites. These could all be instituted

with the European regulatory framework and provide a valuable service to

consumers.

8 National Council on Patient Information and Education; Oct 2009



Content PortabilitySince the social web is all about open sharing, pharma will want to ensure

that it’s content is available across the many Health 2.0 community channels.

If the content is useful and valuable the social web will select, copy and dis-

tribute it. This distribution can take the form of embedded content or links in

emails, placement on their sites, bookmark sharing and Twitter like points of

reference.

Health portal websites are always looking for valuable content and could pick

up pharma content such as new research breakthroughs, breaking science

or independent research studies. Bear in mind that the “push” concept won’t

work in the social community web—participation as a valued and trusted com-

munity member is the key.

Develop a response to Google SidewikiSidewiki is a brower add-on tool that allows commentary by anyone on ANY

site. This could be a problem for pharma—all of a sudden user generated com-

ments could start appearing on pharma websites.

Several pharmas have posted their sidewiki policies on their sites. Roche re-

cently addressed sidewiki. Roche’s sidewiki thanks users for visiting the web-

site, going on to say: “Please note that Google Sidewiki comments are not

monitored by Roche and users should not expect a response from Roche to

such comments. We invite you to use the contact form or comment function on

our website to share your views.”



Identify Key Opinion LeadersWhether physicians or consumers it is now possible to use the Internet to iden-

tify opinion leaders using aggregation tools. Once identified, these bloggers,

community moderators or other opinion leaders can be targeted during PR

outreach. It is very important when contacting these leaders (as it is for ALL

pharma social media strategies) to be totally transparent and be honest about

your identity and intentions.

Partner and Participate with existing third-party health sitesMany opportunities exist for pharma to collaborate with independent health

social media sites. Pharma companies can send appropriate sites surveys

about adverse side effects, drug efficacy and inclusion data for clinical trials

that need participants. J&J partners with TuDiabetest and helped establish a

social media section on the site (OneTouch). By assisting the community J&J

has garnered positive PR support.

A novel partnership example is the “unrestricted grant” offered by Better Blog-

cast. The pharma company will receive promotional recognition while support-

ing top bloggers writing about specific health topics and reaching 10 million

listeners per month.

Develop a Mobile Device StrategyWith most physicians and hundreds of millions of consumers using “smart

phones” there is great opportunity to partner with some of the hundreds of ex-

isting medical/health apps or to develop your own apps that provide valuable

tools or information for health care consumers and physicians.



DesignThe general information website design best practices apply to any Health 2.0

initiatives (courtesy of MISI):

Put Your Audience in the

Driver’s Seat

Website Design Best

Practices

Speak Your Audience’s Language

Design to Support the Task, Not

Become the Task

Engage Your AudienceProvide a Clear

Navigation Structure

Mimic the Real World

Be Consistent and Follow Platform

Standards Keep It Simple

Be Flexible and Efficient

Support Your Audience and Give Feedback

(in the case of pharma in accordance with

applicable regulations)

PUpfront transparency



The Return of ConnectionsThe Return on Connections (equivalent to traditional ROI) should be thought

of in terms of:

Return on Connections

Positive word of mouth

Necessary to prevent becoming irrelevant

Brand monitoring

Service opportunities

Message influenceFeedback

Remaining part of the conversation

For more information please contact: Olivier Laurent

CEO, Coligane group

email: [email protected]

web: www.coliganegroup.com

mobile: 32 477 328632

www.olivierlaurent.org

www.coliganegroup.com

Health 2.0 for European Pharmaceutical companies

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