Transcript Health 2.0 is Here. Now What?

Health 2.0 is here. Now what?
Nat Bourre
Marketing 4 Health Inc.
www.pharmaceutical-marketing-coach.com
Ontario Pharmaceutical Marketing Association, May 7 2009
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Just to name a few ….
1.
For ongoing list, go to: http://www.doseofdigital.com/healthcare-social-media-wiki/ and http://health20.org/wiki/Health_2.0_Companies
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Mini Online Survey
Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other)
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Health 2.0 Awareness and Interest
30
Number of 'yes' responses
25
24
19
3 involved
in Health 2.0
project
20
16
15
9
10
5
4
5
2
1
0
Overall
Agency
Aw are of Health 2.0
Client
Other
Considering Health 2.0 project
Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other)
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Number of responders who selected factor as a concern
Canadian Pharma Concerns
18
16
16
14
12
9
10
9
7
8
6
4
2
0
Regulatory guidelines
Adverse event
reporting
Losing control over
content
Not reaching my patient
target market
Others:
•
Too many unknowns
•
Maintenance: Time to keep project current and on track
•
Selecting the `right` social media tools
Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other)
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Health 2.0
Conversations About Healthcare
A natural
conversation within
a group of trusted
individuals
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We Trust a ‘Person Like Me’ and
Doctors Almost Equally
2008 Edelman Trust Barometer
60%
50%
40%
30%
20%
10%
0%
Doctors or healthcare specialists
Person like me
Ref.: 2008 Edelman Trust Barometer, http://www.edelman.com/news/showone.asp?id=175
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Share similar disease
and treatment
Share similar doctors and
nurses as healthcare providers
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Share similar treatments
Share similar causes
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How Does Pharma Fit In?
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Regulations
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If it is Advertising, it is Regulated
“Health product advertising is considered to be
any representation, by any means
for the purpose of promoting directly or
indirectly the sale or distribution of
any health product
Ref.: Health Canada, Overview of Health Product Advertising,
http://www.hc-sc.gc.ca/dhp-mps/advert-publicit/fs-fi/advert-publi_fs-fi-eng.php .
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The Distinction Between
Advertising and Other Activities
Health Canada:
http://www.hc-sc.gc.ca/dhp-mps/advertpublicit/pol/actv_promo_vs_info-eng.php
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Losing Control Over Content
Ooops ! Too late.
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People are
starting their own
groups regarding
pharma brands
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Some are
giving medical
advice
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Others are rating
pharma brands
(www.iguard.org)
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Adverse Events
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Target Market
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Canadians Engage in Social Media
Zamaria, Charles and Fred Fletcher. Canada Online! The Internet, media and emerging technologies: Uses, attitudes,
trends and international comparisons 2007. Toronto: Canadian Internet Project, 2008.
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Looking for Health Information is the
th
4 Most Popular Internet
Information Activity in Canada
Zamaria, Charles and Fred Fletcher. Canada Online! The Internet, media and emerging technologies: Uses, attitudes,
trends and international comparisons 2007. Toronto: Canadian Internet Project, 2008.
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Canadian Doctors Engage
in Social Media
Canadian doctors and social media
Read medical/health online web or blog
48%
Visit an online medical/health-related chat room or
message board
21%
Participate in online communities created specifically for
physicians (eg. Sermo)
10%
Hosted an online web log or blog
3%
0%
10%
20%
30%
40%
50%
Essential Physician 2008, n=500
http://www.essentialresearch.ca/essential-physician2008.aspx?cid=ep&source=m4hi&mid=ppt
60%
The CMA recognizes the importance of social media and is
facilitating its use by Canadian physicians
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Future Canadian
healthcare professionals
are already active with
social media
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Health 2.0 is Here. Now What?
Health 2.0 Plan-of-Action
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Health 2.0 Plan-of-Action
1.
2.
3.
4.
5.
6.
7.
8.
Get involved
Monitor
Agencies and clients partner together
Be aware of risks
Work with regulatory bodies
Provide guidance to employees (social media policy)
Learn and share findings about Health 2.0
Be a Health 2.0 champion for your company
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Special Thanks !!
These people provided input, proofread my slides and encouraged me !
Ben Carino
Ray Chepesiuk
Elaine Kelly
Stephany Lapierre
Natalie Rozman
Martine Taylor
Robyn Tocheri
Whoever live-tweeted the
meeting got a
#followFriday
recommendation
from @pharmacoach
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Nat Bourre
Marketing 4 Health Inc.
www.pharmaceutical-marketing-coach.com
Contact me on LinkedIn, Twitter (@pharmacoach), and FaceBook.
Join the
‘Pharmaceutical Marketing Coach’
Group on FaceBook,
LinkedIn and Ning.
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