Social Media in healthcare - The 3 stakeholders

SPEAKER: Chris Cooper

Managing Director

EPG Health Media (founded 1998)

13 years experience in digital healthcare

Research• Social Media in Healthcare (March 2010)• Information delivery systems for HCPs (Oct 2009)• Information delivery systems for patients (Jan 2010)• Pharma digital effectiveness (Aug 2010)• Pharma agency relationship (Jan 2011)

Free to download at

www.epghealthmedia.com/market-research-reports

Overview

SM use in healthcare today

Which forms of social media are used most for

health related discussion?

1. Forums2. General networking sites3. Dedicated health sites4. Webinars5. Blogs6. Video / image sites

(Same for both HCPs & patients)SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)

31% 32%

12%

22% 17%

19%

10% 15%

19%

16%8%

16%

10%

8% 17%

6%

6%

10%

3%

5%

7%6%

3%1%0%1% 0%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HCP Patient/Consumer Pharma

Other

Photo sharingw ebsites

Video w ebsites

Blogs

Educational w ebinars

Dedicated health-related socialnetw orks

General socialnetw orks

Discussion forums &message boards

None

3 stakeholders, 7 SM combinations

1) Patient - Patient

2) Patient - HCP

3) Patient - Corporate (pharma)

4) HCP - HCP

5) HCP - Corporate

6) Corporate - Corporate

7) Corporate - HCP - Patient

Which have most demand and potential?

Who engages in health-related social media?

HCPs 53% (13% frequently)

Patients 58% (25% frequently)

Pharma 78% (23% frequently)

SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)

Who are HCPs & patients engaging with via health-related SM today?

HCPs engage with:

HCPs - 42%

Patients - 25%

Pharma - 23%

Patients engage with:

Patients - 38%

HCPs - 30%

Pharma - 17%

SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)

Who wants to talk to who via SM?

Patients want to talk to HCPs!

Pharma want to talk HCPs!

HCPs want to talk to HCPs!

SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)

Everybody wants to talk to HCPs

2 key discrepancies

How patients use SM currently (to talk to patients)

Versus

How patients want to use SM (to talk to HCPs)

Who Pharma want to SM (everybody!)

Versus

Who want to SM Pharma (nobody much!)

What influences prescriber

decisions and patient choice?

Potential to support / influence HCPs through SM?

80% of HCPs say they are influenced by Pharma

(4% say strongly)

Sounds good right?

95% of HCPs say they are influenced by internet

(21% say strongly)

Sounds better?

Source: Information delivery systems for HCPs; EPG Health Media (Oct 2009)

HCPs are mostly influenced by …

Publications - 98% (51% strongly)

Conferences - 95% (35% strongly)

Colleagues - 97% (33% strongly)

Wondering where that leaves Pharma’s priority in terms of SM?

Source: Information delivery systems for HCPs; EPG Health Media (Oct 2009)

Potential to support/influence patients through SM?

87.5% of patients use internet for health (more than any other medium!)

HOWEVER

0% have ‘complete trust’ in it, only 19% have good trust (Less trust than any other medium!)

Friends - 37.8% Good trustTelevision - 35.1% Good trust

Publications - 29.7% Good trust

SOURCE: Information delivery systems for patients; EPG Health Media (Jan 2010)

Obstacles between HCP & Patient SM?

65% of HCPs claim it is important they can SM patientsBUT

Only 44% actually do (at least once per year)

70% of patients claim it is important they can SM HCPsBUT

Only 47% actually do (at least once per year)

HOWEVER94% of Pharma believe it is important

that HCPs & patients can SM

SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)

Obstacles between Pharma & customers

97% pharma state it is important they can engage with patients

52% of patients agree

83% pharma state it is important that they can engage with HCPs

41% of HCPs agree

SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)

Observations so far …

• HCPs aren’t heavily influenced by SM

• Patients use the net heavily but don’t trust the info

• HCPs and patients want to engage with each other via SM but lack channels to

• Pharma wants to get involved but they are not too welcome by either HCPs or patients

… So, what approach(es) can Pharma take?

Pharma’s role?A. Gatecrasher B. Party organiser

C. Server of information D. Observer

Customers rule

“Customers can only be found where they are. Today you can only offer them what they're selectively looking for. Consumers make

the market rules! They're becoming the key opinion leaders (KOL).” (DatAnalytics)

Pharma must accept it can’t control:

Being welcome at the partyWho attends the party

What is discussed at the party

However…..

Pharma serves

… pharma must consider the power of the information it places, and its role in supporting the story told by HCPs and patients/consumers.

Pharma can observe, make introductions (patients to HCPs) and provide information when needed.

Building trust

A significant minority

welcome the opportunity

for dialogue with Pharma

With appropriate governance/

correction and free access to

factual information –

this minority

will become a majority

What the future holds –

the potential for change

Where is pharma at now?

51% Pharma include SM in their strategy

86% devote 0% to 5% of marketing budget to SM

57% expect their SM activities to increase in 2011

SOURCE: Pharma Digital Effectiveness; EPG Health Media ( August 2010)

Pharma v Agency

Who does the SM and who takes the risk?

• 56% pharma & 38% agencies believe SM will have a ‘significant’ impact on Pharma marketing in 2011

• 62% pharma & 66% agencies believe SM will be externalised

• 50% pharma say SM expertise is important when selecting agencies

SOURCE: Pharma agency relationship; EPG Health Media (Jan 2011)

All parties are more likely to participate in SM with proper guidelines and regulation

SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)

50%

20%

30%

49%

13%

38%

61%

16%

23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HCP Patient/ consumer Pharma

Maybe

No

Yes

"We will either find a way or make one." (Hannibal)

Make 'Good SM Practice’ guidelines ASAP

Lack of rules will stifle innovation

Your views

Q. Do you think pharma is primarily:

A. Held back by regulations?

OR

B. Held back because it is not sure what to do,

to whom, or how to do it?

Your views

Q. Do you know who to contact in your

organisation to find out your corporate

policies on SM?

Your views

Q. Do you think that regulatory and legal

departments could cope effectively if

they also had to factor in social media?

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