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The ups and downs of a disease awareness campaign in social media:
Learnings from a live example
Dr Nick Broughton – Pharmaceuticalethics.com
Mr Francisco Abad – GlaxoSmithKline
25th January 2012
www.myasthma.com
Launch to general public on Jan 10th 2012
Reviews1000+Single users
The ups and downs of a disease awareness campaign in social media:
Learnings from a live example
Dr Nick Broughton – Pharmaceuticalethics.com
Mr Francisco Abad – GlaxoSmithKline
25th January 2012
From the Asthma challenge in facebook to MyAsthma app
Launch
Internal approval Production
Objectives Brief Testing
Kick off New proposal Validation
Amendments
1st round pitch
2nd round pitch
Production
Testing
Termination
Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12
Lesson 1: A patient focussed
objective
...If the issue sits with the patients, the solution needs to be patient focused....
Background• Despite all medicines and guidelines available, there is still a
big unmet need in asthma (54% patients poorly controlled in EU1)
• What are the causes?
• How can we as a pharmaceutical company address this issue with patients?
0
20
40
60
80
100
120
Diagnosed Treated with prescription
Filling prescription
Taken as prescribed
Inhalation technique
Lung deposition
1. Adamek L. et al. Poster presented at ATS Denver 2011
Two Patient Focussed Objectives
• Raise awareness of poor control
(EDUCATE)
• Motivate to change behaviour (IMPROVE ADHERENCE)
Initial approach: Gamification in facebook
1. Online media campaign to motivate patients to live without
restrictions and drive them to an online asthma challenge.
2. Facebook app to integrate the challenge in patient’s lives to effectively
educate on asthma control and agitate patients to do more
Patient and Expert feedback –May-June 2011
Patients
• Messaging, look and feel resonated very well
• Education is boring. Challenge missing
• Limited degree of
personalization required
• Are all patients happy to
share their condition in
facebook?
Expert panel 8th June
• Recognised the need for action
• Recognised the lack of
current digital offerings
• Questioned– The insights
– The hook
– The execution
– The medical content
One month and many attempts later....
Lesson 2: Select good partners
Agency selection originally driven by:– Digital expertise
– Capacity to deliver
– Proposed channel (Facebook)
Agency selection should have been driven by:
– Digital AND health expertise– Capacity to deliver something
tangible
– Clarity of accountability
– Commitment to us as a partner
From the Asthma challenge in facebook to MyAsthma app
Launch
Internal approval Production
Objectives Brief Testing
Kick off New proposal Validation
Amendments
1st round pitch
2nd round pitch
Production
Testing
Termination
Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12
Lesson 3: Insight and expert advice
are critical
...If you have doubts, listen to your target audience and they will dictate the right way to go...
Insight and feedback
• The things you know
• The things you don’t know
• The things you don’t believe
• The things you choose to ignore
Market research focus groups• Patients
– Overestimate their knowledge of asthma
– Overestimate the control of their disease
– Patients do not want education only
– Demonstrate an interesting relationship with their blue inhaler
– Asthma is a private disease. Platform must be selected accordingly
– ACT must be the hook. The programme should be presented later
– They require credible, validated tools
– Require an empathetic not dictatorial approach
– Believe there is value in an offering for the people who support them
• GPs– Struggle to get patients back to review– Variable knowledge of some key information
– Demonstrate much more interest in the idea than expected
Learnings-based proposal
1.A hook
2.Accessible and private
3.Personalised
Expert advice: 17th November 2011
• 3 asthma expert advisors
• Much clearer approach
• Concerns about information content
– Much to be changed!
– Needs multiple rounds of review over months!
– Can’t possibly launch in 1 month!
Natural concerns?
• It will be out of control
• Highly exposed
• It has to be perfect
• What if it’s not compliant
Lesson 4: Courage
...”The greatest mistake you can make in life is to be continually fearing you will make one”...
Elbert Hubbard (American Editor 1856-1915)
‘The witless tragedy that is compliance without ethics’
Me, yesterday
Ethics > Compliance
• Non-maleficence
• Beneficence
• Respect for autonomy
• Justice
The most compliant approach is not to do anything...
Lesson 5:Get on with it
From the Asthma challenge in facebook to MyAsthma app
Launch
Internal approval Production
Objectives Brief Testing
Kick off New proposal Validation
Amendments
1st round pitch
2nd round pitch
Production
Testing
Termination
Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12
www.myasthma.com
Patient or carer seeking information on asthma
HCPs Internet
Registration
Profiling
Assessment of asthma control
Access to educational content
Tailored content(behavioural support)
Overview on the patient journeyA
CT
Leve
l (p
re-r
eg)
Re
gist
rati
on
leve
l
Patient profiling
Tailored messages linking to specific content
Personalised content to influence behaviours
Key metrics (as per 20.01.12)
89.67%
5.05% 5.27% Patients
Carers
HCPs
5.27% 8.33%
61.52%
24.88%
From HCp
From friend/relative
Online search
Printed media
8.57%
61.54%
29.89%Android
iOS
Desktop
Preferred platforms
How did you know about MyAsthma?
Users (breakdown)
Learnings form an online disease awareness campaign: A Summary
Courage to act
A patient focussed objective
Committed agency & partners
Insight and expert
advice
34
• Francisco Abad, (francisco.m.abad-marin@gsk.com)
• Nick Broughton, (nick.broughton@pharmaceuticalethics.com)
This programme would not have been possible without:
For further information:
www.myasthma.com
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