Mitigating Risks for Social Engagement - Ayogo Health Inc. · Social technologies -technologies that facilitate social interaction and are linked to an internet or a mobile platform

Confidential – © 2015 Ayogo Health Inc.

Mitigating Risks for Social Engagement

Pharma Marketing Strategy

Confidential – © 2015 Ayogo Health Inc. 2

Using social features in an application motivates interest and can sustain engagement.

Understand your options.

Nothing is as interesting as another person


Peer-to-Peer healthcare: Patients, family members, and friends share personal medical information, receive emotional support. Patients request guidance and advice from people with similar lived experiences and/or healthcare professionals via social-media sites.

Data sharing platforms: Support sharing experiences with conditions, symptoms, and treatment outcomes. Enable personal health tracking and sharing. Researchers tap the observational data to confirm results from randomized trials.

Crowdsourced answers: Provided by physicians to individual clinical questions.

Recruiting patients for clinical trials: Using social networks, based on social-media profiles or data for epidemiological studies.

Epidemiology: Researchers have found, based on the data posted on Twitter, they can detect and monitor disease activity, most notably disease outbreaks such as cholera and influenza but more recently, data about issues like headache appearance was collected from tweets.

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Social-Enabled Technology Trends

Source: Denecke, K., et al. "Ethical Issues of Social Media Usage in Healthcare."Yearbook of medical informatics 10.1 (2015): 137.


To maximize effectiveness of the application through social technology by:

● Increasing user activation: ○ Unique visitors become users/repeat visitors; ○ Users create an account

● Motivating and supporting users as they complete a goal:○ Downloading or clicking through to target content such as branded

material○ Condition-specific information to discuss with their healthcare

provider○ Activation, Rx first fill and refill

● Sustaining interest and repeat engagement:○ Patient education or support site

● Sustaining adherence and persistence: ○ Care-giver support or 1:1 peer support○ Peer sharing around adherence ○ Automated messages of encouragement

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Why Use Social in a Pharma App?


Risks and ChallengesA key objective is to minimize legal risk from Direct-to-Consumer marketing that uses social media and social-enabled technology.

What are the negative risks that need mitigation?

● Adverse events mentioned, but not reported

● False claims reported● General illegal or objectionable content

What are the challenges?

● Regulatory concerns about peer-to-peer communication that limit engagement.

● Usability issues that arise when designing for maximum privacy.

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The SolutionAyogo’s Tiered Privacy Framework, allows pharmaceutical companies to see the trade-offs between value, risk, usability and privacy.

Tiered approaches allow pharma to better respond to new technology norms.

Pharmaceutical companies can use the following framework to consider the tradeoffs and respond to user demand for better designed, higher-value patient support, education and marketing experiences.

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Your Options: Tiered Privacy

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Pharmaceutical companies can use this framework to consider the tradeoffs and respond to user demand for better designed, higher-value patient support, education, and social-enabled marketing.


Risk Management Techniques: Tier 1These are the least intrusive risk management techniques:● Post-Moderation of false claims etc.:

○ Moderator searches for and deletes objectionable material● Various disclaimers: "This site contains user-generated content

which is not reviewed by the makers of the site.", "the makers of this site do not review content for reports of drug side effects or interactions. Please coantact us here to report drug side effects or interactions."

● Aggressively point users towards other mechanisms for reporting adverse events

● Prioritize privacy and autonomy● Read every public message looking for adverse event reports

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"the makers of this site do not review content for reports of drug side effects or interactions. Please contact us here to report drug side effects or interactions."

● Aggressively point users towards other mechanisms for reporting adverse events

● Prioritize privacy and autonomy● Read every public message looking for

adverse event reports


Risk Management Techniques: Tier 2These are more intrusive risk management techniques:● Pre-Moderation of false claims etc.:

○ Nothing goes on the site until it has been vetted by a moderator

○ Slows down conversation○ Drives up expenses

● Read every "private" message looking for actionable content

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Risk Management Techniques: Tier 3These are the most intrusive risk management techniques:● Allow only private conversations (if you can't see it, you aren't

responsible for monitoring it)○ Or even: allow only private conversations between only

pre-existing friends ("They could have had this same conversation in email, but they happened to have it on our site. We just provided private infrastructure comparable to email.")

● Restrict public messaging to canned messages rather than allowing conversations○ Messages are boring and not inspirational

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conversation in email, but they happened to have it on our site. We just provided private infrastructure comparable to email.")

● Restrict public messaging to canned messages rather than allowing conversations○ Messages are boring and not

inspirational


Basic Social Features Visualized

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1. Report: flags for moderation2. Likes or text-free messages

of encouragement3. Free text message box4. Avatar representing user

• User name• In-app role• Location

5. Curated messaging1 2

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The Simulated AlternativeAnthropomorphization can simulate social contact in situations where true social networking is legitimately impossible (e.g. single-user applications)

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Definitions● Social technologies -technologies that facilitate social interaction and are

linked to an internet or a mobile platform.● Social Network - social connections radiating out in networks from the

user; also shared-interest networks● Social Media - websites and applications that enable users to create and

share content or to participate in social networking.● Network effect - the value of each user is increased as the number of

users goes up● Friends - A name for a social feature for any two (or more) users who

connect with each other in the app; friends family or acquaintances.● Friending - the process of connecting to another user in an app for

positive social interaction● Pre-existing friends - Two users who have a social connection from

outside the app (e.g. from Facebook, or email)○ Ayogo has an app friending is restricted to "pre-existing friends"

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Definitions● Public conversations -

○ Groups of users opt-in to a particular conversation such as a forum discussion on a message board

○ Some public conversations are directed towards a specific topic using app features

● Private conversations - ○ Conversations which are invisible unless you have been invited to

participate○ Can be person-to-person or within a small-group, where all members

of the group have been invited and accepted the invitation.● Free Text -

○ Users enter text freely into message box. Total characters may be restricted.

● Scripted - ○ Users may choose from a scripted list of messages or tick a box to

send a pre-written message.● Gifting -

○ Users interact without text, sending or trading in-app objects

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Key Takeaways for Pharma● Social tactics can improve engagement, activation and adherence

● Social tactics are now an important part of a pharma marketing strategy

● Don’t let fear of risk remove the quality experience for the end user

● Social features need not be public - not everything needs to happen on Facebook!

● Monitoring private messages between two users falls into the same privacy bucket as email

● Free text exchanges can be replaced with peer-to-peer scripted messages of encouragement or text-free gifting to preserve the social effect

● Tiering privacy is possible, and often desirable. Consider the trade-offs

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Convinced? Let’s talk about how Ayogo can makeyour next social application a reality.

[email protected]

1-888-680-9882

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Mitigating Risks for Social Engagement - Ayogo Health Inc. · Social technologies -technologies that facilitate social interaction and are linked to an internet or a mobile platform