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In his BlogWell Bay Area presentation, UCB Pharma's Manager of Social Media and Customer Influence, Greg Cohen, explains how the brand used social to better connect with their patients on a personal level. He shares how UCB Pharma's latest social wellness campaign lets patients express themselves and inspire others through multiple social channels.
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Greg Cohen
Increasing Patient Connectivity Through Social Media
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBay Area
August 6, 2013socialmedia.org/blogwell
#blogwell @gcohen85
Jérôme and Raffaele, living with epilepsy
Increasing Patient Connectivity Through Social Media
Presented by:
Greg Cohen
#blogwell @gcohen85
The thoughts and opinion
represented in this presentation
reflect those of the presenter,
Greg Cohen,
and not UCB.
#blogwell @gcohen85
Defining patient centric marketing
#blogwell @gcohen85
PCM gives patients the opportunity to express themselves
Listen to patients to understand what they
want/need
Center your project brief on the answer to “What do our patients want?”
Consider the language your patients use and the response you want
to elicit
Develop programs to elicit feedback and give
your patients the opportunity to EXPRESS
themselves
#blogwell @gcohen85
Program objectives are both useful and uplifting
Insights into patient thoughts and activities
Descriptions of Patient-Doctor Interactions
General Direction for Quantitative & Qualitative Research
Patient success stories
Insight into content / programs they WANT
#blogwell @gcohen85
Epilepsy is isolating and confusing
More than 2M people in the US are living with epilepsy
Epilepsy is the 4th most common neurological disorder in the US
10% of Americans will experience a seizure in their lifetime
There are multiple types of seizures, such as generalized and partial-onset seizures
Because the condition has been so misunderstood, many people with epilepsy suffer from stigma and isolation
#blogwell @gcohen85
EA on Facebook
EpilepsyAdvocate
Magazine
EA Patient Programs
Epilepsy
Advocate.com
EA on YouTube
The Epilepsy Advocates
The multimedia Epilepsy Advocate program was designed to engage patients in conversation across various media
#blogwell @gcohen85
Facebook enables community for increasingly open & moderated discussion
Unmet Need: Isolation, lack of understanding and stigma created a need for a community providing education, support, and connection
2009: Page Launch with no commenting
2011: Turned on open commenting
2013: Began Real Time Engagement to be more responsive to patient needs
#blogwell @gcohen85
Epilepsy Advocate Facebook Page utilizes insight and innovation to drive engagement
#blogwell @gcohen85
My Four Words… a public relations campaign to
drive engagement that started offline…
Encourage patients to
explain their experience
living with epilepsy in a mere
4 words
It included local and national
events and media outreach…
#blogwell @gcohen85
EA Facebook
Social/Traditional Media
Third-Parties
…with storytelling that expanded to have even greater impact in social media
#blogwell @gcohen85
Create opportunities for Rheumatoid Arthritis patients to share their personal victories over RA
#blogwell @gcohen85
Move beyond enabling patients to participate; engage through thanking them
#blogwell @gcohen85
“Unfortunately, normal teaching didn’t work for these kids…Don’t you see, they’re gonna have to survive in the world of the future. If they learn how to learn, they’ll be able to survive anywhere!” –Mystery Teacher…
Internal education is the key to making a patient-centric organization
Be positive – anyone can learn about Social Media with patience and a positive attitude
Encourage creative thinking beyond the rules of Compliance and Regulatory bodies THEN reshape in context of what’s possible today
Don’t rely on the education tools of the past – learn to think in terms of the requirements of the future
#blogwell @gcohen85
Setup processes that make everyone comfortable, then STICK to those processes
#blogwell @gcohen85
In the end everything must come back to patients
#blogwell @gcohen85
Questions?
Greg Cohen
Manager, Social Media & Influence
@gcohen85
#blogwell
Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellBay Area
August 6, 2013socialmedia.org/blogwell
