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Social Media and Pharma: Support for patients, or new commercial channel to care? Rob Halkes October 7, 2010 value innovation in medical and life sciences

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Disclosure <ul><li>> 20 years Health care business development consultant to all parties in health care, a large part of them being the pharmaceutical industry in the Netherlands and Europe; </li></ul><ul><li>Use a bit of social media </li></ul><ul><li>Participant in #hcsmeu – movement. </li></ul><ul><li>www.hcsmeu.com </li></ul>

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Select One of Two <ul><li>What’s your Presupposition? </li></ul><ul><li>Information: Any knowledge, or data about patients and their desires and needs, which is used to persuade patients into some desired behaviour, so as to benefit from them; </li></ul><ul><li>Information: Any knowledge, or data about patients and their desires and needs, which is used to support patients in their behaviour, so as to benefit from them; </li></ul>

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Some starting points <ul><li>Current systems of health care, specifically in the advanced markets, are too expensive and too much labour consuming to last for the next decade; Way out: Technology and patient self management; </li></ul><ul><li>As for design, organisation and defrayment, a distinction should be made between: </li></ul><ul><ul><ul><li>Acute /emergency care, </li></ul></ul></ul><ul><ul><ul><li>Chronic care, </li></ul></ul></ul><ul><ul><ul><li>Elective care; </li></ul></ul></ul><ul><li>Outcomes of care are due to the interplay of three values: </li></ul><ul><ul><li>Patient’s values </li></ul></ul><ul><ul><li>Medical, professional values </li></ul></ul><ul><ul><li>Economic values </li></ul></ul>

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What is this with Social Media? Crossweb.nl chainconnection.com

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And What could you do with them? bartvandecasteel.wordpress.com Livecast Virtual Worlds Life stream Social Games MMO Publish Share Discuss Micro blog Social Networks

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Social Media is about “sharing”

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Transactional Occasional Impersonal Short-term Create Desired Outcomes Continuous Intimate Loyal partner Web 1.0 <ul><li>Exposure </li></ul><ul><li>One way </li></ul><ul><li>Information </li></ul><ul><li>Public </li></ul>Web 2.0 <ul><li>Interactive </li></ul><ul><li>Sourcing </li></ul><ul><li>Dialogue </li></ul><ul><li>Public/Private </li></ul>Web 3.0 <ul><li>Focus </li></ul><ul><li>Collaborative </li></ul><ul><li>Commitment </li></ul><ul><li>Together - Private </li></ul>Relate Communicate Collaborate Listen Engage

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Relationship between Content - Privacy 1. 2. 3. 4. General Information Specific Information Private Communication Public Communication The patient’s health care process 4.

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What constituents are using social media? <ul><li>All parties in caring for health and health care use social media: </li></ul><ul><li>Health care providers, </li></ul><ul><li>Health care providing organisations: hospitals, pharmacists, GP, local HC centres, etc. etc. </li></ul><ul><li>Health Professional organisations, </li></ul><ul><li>The government and Ministries of Health, </li></ul><ul><li>Health Authorities; </li></ul><ul><li>Health Care insurance agencies; </li></ul><ul><li>The supplying industry; </li></ul><ul><li>Health care publishing agencies; </li></ul><ul><li>Patients and patients organisations, and </li></ul><ul><li>Yes, Pharmaceutical industry as well… </li></ul><ul><li>And each party benefits from them too! </li></ul>

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My colleagues from Deloitte: “ Social networks hold considerable potential value for health care organizations because they can be used to reach stakeholders, aggregate information and leverage collaboration.”

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Tremendous use <ul><li>Too much to tell - </li></ul><ul><li>Some Examples: </li></ul>

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Examples of any will take to much time

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And in Europe, Germany: <ul><li>The Internet presents the most regularly and most functionally used source of health info., even more than the physician; </li></ul><ul><li>The online searchers for health information dominantly look for (other) patient information on experience with medicines; </li></ul><ul><li>Based on this information, - new questions are asked to the physician (75%); - 45% of chronic patients look to change their therapy or medicine. </li></ul><ul><li>> 1900 resp. between Age 32 and 64 </li></ul>© Alexander Schachinger, Humbold University, Berlin, Forthcoming

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Tremendous Use, e.g. “Mobile Health”

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And, today:

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A typical Pharma campaign

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Living with ADHD, the design:

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The analysis of communication circles

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The Result <ul><li>The Pubic is informed: There’s information for patients and their parents to be found; </li></ul><ul><li>Janssen-Cilag is informed about their desires and demands. </li></ul>

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What do patients want? <ul><li>Availability of doctor or health care professional (informed of the case) by email or cellphone 24/7; </li></ul><ul><li>Access to medical records through the internet; </li></ul><ul><li>Offering newly diagnosed patients crash courses on their disorder; </li></ul><ul><li>Training and supporting patients to practise self management care; </li></ul><ul><li>Checking clinical practice against recommended medical guidelines; </li></ul><ul><li>Asking patients to critique services and suggest improvements; </li></ul><ul><li>Involving patients in the governance of the clinic; </li></ul><ul><li>Providing online support communities for patients. </li></ul>

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Example: PatientsLikeMe

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Example: PatientsLikeMe

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What’s the obligation to pharma marketers <ul><li>Web1.0 and Web2.0 is subsumed under Public Information, so under scrutiny from promotion and advertising rules; </li></ul><ul><li>Accountability; </li></ul><ul><li>Fulfilling Regulatory Requirements; </li></ul><ul><li>Posting Corrective Information; </li></ul><ul><li>Links; </li></ul><ul><li>Adverse Event Reporting; </li></ul>Sandra van Nuland, Zamire Damen April 2010

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How to tackle the obligations? <ul><li>Beyond current and existing systems for pharmacovigilance: </li></ul><ul><li>Monitor all social media and internet mentions of the company and brands (Boehringer Ingelheim); </li></ul><ul><li>Publish guidelines to be followed internally and to advise external ppl. to use; </li></ul><ul><li>Design, pilot and test! </li></ul><ul><li>Attend to the ROI of things.. </li></ul><ul><li>Even better to “Return on Health” ROH! </li></ul>

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Pharma learned in this: <ul><li>There are structural and fundamental changes in communication in going from “advertising” to “engaging”: </li></ul><ul><li>Form product oriented to patient centred: </li></ul><ul><li>Listen more than talk; </li></ul><ul><li>Be transparent and honest; </li></ul><ul><li>Be authentic; </li></ul><ul><li>Be personal. </li></ul>Pfizer’s principles in online information Rene Neubach, October 2010

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As for Pharma regulations re. Communication <ul><li>USA – FDA and Emea, European Commission differ substantially; </li></ul><ul><li>EMEA : discussion re. intention to allow for patients to benefit from Pharma’s information and experience with using the medication..?? </li></ul><ul><li>FDA: Refer: John Mack’s monitoring of the FDA: </li></ul>

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Reconsider, it’s about health outcomes: “ROH”!

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One way information - “ Access” - Detailing Conferencing Educating Experience Co-Creation - Collaboration Partnership - Improving Health Care Outcomes Two way Communication - To interact - E-detailing Email campaigns Building communities Web 1.0 <ul><li>Exposure </li></ul><ul><li>One way </li></ul><ul><li>Information </li></ul>Web 2.0 <ul><li>Interactive </li></ul><ul><li>Sourcing </li></ul><ul><li>Dialogue </li></ul>Web 3.0 <ul><li>Focus </li></ul><ul><li>Collaborative </li></ul><ul><li>Commitment </li></ul><ul><li>Together </li></ul>Relate Communicate Collaborate

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In pharma: multi-party communities may arise, mingle, interact and promote and warrant participation in the community, not so because it is convenient to pharma, but primarily because the communities create mutual value ! Practice nurses doctors pharmacists specialists Health insurance support Home care support Community agents Pharmaco agents Family and friends Device companies Patients

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Imagine structuring and solving problems in process of delivery and implementing the therapy Industry HCI GP Ph Nurse Logistics Etc. Family Friends Coach Etc. Patient Other Patients Experience Co Creation in Care, Halkes

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Forecasting the trend <ul><li>Pharma industries will learn how to collaborate with foremost patients and health care providers in multi party partnerships; </li></ul><ul><li>The distinction between advertising and promotion with communication and support, will disappear; </li></ul><ul><li>Regulatory authorities will be partner of the collaboration, in general and more specific, working together to guard integrity and health outcomes; </li></ul><ul><li>Everyone will profit by way of less investment for more and better outcome. </li></ul>

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THANK YOU

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References <ul><li>Never hire an expert: http://timbaker.info/never-hire-a-social-media-expert/ ; </li></ul><ul><li>Figure “sharing”: http://www.medicalfacts.nl/2010/09/19/zeldzaam-en-sociale-media-een-goede-match/ </li></ul><ul><li>Deloitte: Issue Brief: Social Media Health Care: Communication, collaboration and insights, Deloitte Centre for Health Solutions, 2010; </li></ul><ul><li>Dutch Hospitals’ use of soc media: http://hospitalseu.files.wordpress.com/2010/09/nl_sep_2010_en_algemeen_2-001.jpg; </li></ul><ul><li>PEW Internet: Trends in online health medical activity, Lee Rainie, Director – Pew Internet Project, Oct 2009; </li></ul><ul><li>Price Waterhouse Coopers, Health Research Institute, Healthcare Unwired, 2010; </li></ul><ul><li>Gary monk, ADHD Product manager, Jansen UK, “From Innovation to Integration – ‘Engaging with Connected Patients and HCPs’” Digipharm Conference, October 2010; </li></ul><ul><li>Paul Wicks, PatientsLikeMe, Maximising Data-Driven Partnerships between Social Media and Pharma, Digipharm Conference, London October 2010; </li></ul><ul><li>Rene Neubach,Pfizer: How to successfully launch online programmes and engage with HCPs, Digipharm October 2010 </li></ul><ul><li>Judith von Gordon-Weichelt, Head of Media & PR, Boehringer Ingelheim GmbH, Social Media Monitoring, Digipharm Conference London, October 2010; </li></ul><ul><li>Ernst & Young, Progressions Pharma 3.0, Global Pharmaceutical Industry report, Basel May 2010. </li></ul><ul><li>Rob Halkes, Experience Co-Creation in Health Care (EC3), http://wp-pharma.waardeinnovatie.nl/?p=183 </li></ul>

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Van Spaendonck’s BU “Value Innovation in Medical and life Sciences” is a focused consultancy firm. Van Spaendonck management consultancy supports and directs parties and professionals to proper choices and processes to create and develop their USP , a better market position and performance. In the dynamics of health care systems, pharmaceutical industry, health care insurers, social parties, and health care professionals will be challenged more and more to their added value. The business unit “Value innovation for Medical and Life Sciences,” has the needed expertise and experience to initiate and develop processes and clinics for health care, marketing, sales and management systems, professional development, and strategic organisational change. 20 years of consultancy expertise to pharmaceutical and medical industry, life sciences and health care. Actual research and publications in health care and marketing developments. Rob Halkes BU Van Spaendonck – Value innovation in Medical and Life Sciences T +31 418 578000 M+31 653 420722 E r.halkes@VanSpaendonck.nl G.E.H. Tutein Noltheniuslaan 7 W www.medicalandpharmamarketing.com 4181AS Waardenburg T www.twitter.com/rohal the Netherlands