Engaging Opportunities and Challenges

Pharma, Physicians and Social Media:

Presented By Amanda Ha & Tae Lee

Executive Summary Are HCPs Using Social Media? Uses of Social Media Blogs Physician Only Sites How are Pharma Companies currently engaging

with HCPs? What are Pharma companies currently doing? Case Studies Benefits for Pharma Companies Implications Challenges

Social Media has increased Health Care Professionals (HCP) adopting

this new trend Promoting serious content Connect with varied/diverse audience Using social media professionally/privately

Disclaimers on social media sites “Facebook for Physicians” Pharma companies

99% of doctors online daily for professional reasons

34% of doctors surveyed use general social networking sites

83% of physicians watch video clips online

87% of physicians interact with drug and device companies online

Professional networking Keep ahead of new developments in

respective fields Market their practice

Read about latest breaking health news Connect to colleagues and office

personnel Comment on healthcare issues

300,000 physicians report using blogs 25,000 physicians use blogs with medical

content 44% spend 1-2 hrs/day working on their

blog 61% write about personal experience 56% blog about health news Authors are usually older with more

professional experience

“The Hypochondriac feed of the day” Targeting blogs, Facebook, Twitter, and

Youtube Rely mainly on word-of-mouth Key concerns: privacy and

professionalism

What are they interested in?

What

How are they “consuming the

information?

How

33 Who are key influence points?

Who

New ways to understand

needs2

1

Traditional Live video detailing and e-sampling Physician customer service portals Enhanced Product Websites Search engine marketing

Engaging through social media

One of the most active users of social media

Twitter Analyzes followers 6,226 followers (1996 in September 2009) 15% doctors, 20% journalists Discussions with physicians about non-

promotional topics Press releases Promotes the results of clinical trials

YouTube Branded channel

Physicians and patients Disease-sponsored channel

“Parkinson’s Matters” Avoids regulation

http://www.youtube.com/user/parkinsonsmatters

Physician only networks Promote products

Facebook Advertise other social media platform

offerings Advertise new drugs

Twitter Advertise other social media channels

YouTube “Promote a better understanding of health” Monitors and responds to comments Don’t use “branded” videos Patients are primary audience

Facebook

Twitter Facebook Physician-only networks

Sermo Highest social share of voice with 12%

according to Virtue

Twitter Recently started tweeting

Sanofi-Aventis TV Interactive news service Now part of a YouTube channel

http://www.youtube.com/sanofiaventisTVen

Twitter Chronic Myeloid Leukemia (CML) Earth

Global network Finds and connects other patients and HCPs

http://www.cmlearth.com/index.jsp

Receive feedback data from physicians Gain knowledge of how drug is working

in the real world Dissemination of useful information

tConvince physicians of the value of Social Media

Create forums for physicians

Identify and acknowledge the range of “influence

points"

3321

Healthcare Reform

No specific guidelines

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Google Images "Pharma, Physicians and Social Media:

Engaging Opportunities and Challenges." FirstWord DossierSeptember.2009 (2009). Print.

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