Understanding Patient opinion leaders in social media

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Media ConsultingMedia Consulting
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Media ConsultingMedia Consulting 1
Understanding PatientUnderstanding Patient
Opinion Leaders in SocialOpinion Leaders in Social
MediaMedia
(Analyzing through Social Physics)
Qin Xin Media Consulting
SHANGHAI; CHINA 中国 ,
GREATER
CHINA
THAILAND
SOUTH
KOREA
PHILLIPINE
S
Amit Srivastava
l
商意扬

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Subjects: In 10 minutesSubjects: In 10 minutes
1. Understand POL
2. Plotting POL evolution in lines with Social Physics
3. +ve EQ Resonance Marketing- Applied Physics
4. -ve EQ Resonance Marketing

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Communication AsymmetryCommunication Asymmetry
 Relational Dynamics: Doctor-Patient
 One way Instructional communication
 Substantial patient compliance
Pre 80’s

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Service Delivery Experts and BuyersService Delivery Experts and Buyers
Mid 80’S
Evolution:
 Doctors- SDE
 Patient- Buyer of services
Buying Delight:
 Demands Knowledge
> Resort to :
+ Friends/ Families
+ Libraries
+ 2nd
Opinion Doctors.

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Communication Symmetry: Evolution through InternetCommunication Symmetry: Evolution through Internet
Late 90’s : Need for info: Internet
 Empowered Buyers:
1. Understand Diagnosed disease
2. Understand its management
3. Interact with SDE
Challenges:
1. Hi-Tech information overload
 Contradicting results on informational
search
 Complexity of terminologies
 Lack of patient view-point information

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Emergence of eSocial Population and Opinion leadersEmergence of eSocial Population and Opinion leaders
––
COLLABORATIVE HEALTH MANAGEMENTCOLLABORATIVE HEALTH MANAGEMENT
2005’ : Social Media
Emergence of Patient centric information
and relevant social media
Substantial communication symmetry
between SDE and buyers
Empowered Buyers:
1. Connect- Same need buyers
2. Share & Exchange
 Follow authoritative advisors (POL)
 Matured communication symmetry-
Collaboration

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 Health Social Media
 POL (Patient Opinion Leaders)
THROUGH
Social Physics: Help understand behavioral pattern : Essential for SM
marketing and planning
Let’s Study

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Patient Opinion Leaders- POL?Patient Opinion Leaders- POL?
 Individuals who are well versed in a disease either as
sufferers or care takers of individuals with chronic
disorders and share their knowledge authoritatively on the
particular disease with others.
(1)Experience gives them authority
(2)Authority supported by case sharing builds trust worthiness
(3)Trust worthiness commands followers
(4)Volume of interaction and followers push one of the participants
as patient opinion leader.

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Characteristics of POLsCharacteristics of POLs
- Doumit et al (2007) - Review- Doumit et al (2007) - Review
POLs are:
 likeable,
 trustworthy and
 Influential

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Key Roles Played by POLsKey Roles Played by POLs
1. Provide information about disorders with a patient's
viewpoint
2. Offer emotional support for other patients
3. Offer guidance about treatment options as a mentor and a
leader
4. Help other individuals in choosing the best options in terms
of
5.       medicine,
6.       type of therapy,
7.       healthcare provider,
8.       hospitals
9.       and even insurance
POL LED TREATMENT DECISIONS

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Significance of POLsSignificance of POLs
 Blogs, social media, forums are frequently accessed by visitors
needing healthcare information.
 POLs – Shaping opinions
i. Providing drug reviews
ii. Promoting drug directly influencing
readers
 Provide feedback to pharma companies on
a. Product availability
b. Pricing
c. Adverse reactions
d. Packaging

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Care while Handling POLsCare while Handling POLs
 Advice-Personal experience : Demand Evidence
 Express care for POL and community
 Careful screening of POLs.

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Applied Social physics-Applied Social physics-
In ref to Opinion making and Opinion leadersIn ref to Opinion making and Opinion leaders
Social
Combustion
Shockwave
Social Behavior
Entropy
Fuel + Oxidant Energy:
Delta
Waves created out of the
energy change the
environment which
sustains in its shape over
a period of time
Information and
noise generated

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-ve EQ RESONANCE MARKETING-ve EQ RESONANCE MARKETING
 Participate: Factual, Take assistance of other POLs, accept,
collaborate
 Interact: Engage dialogue with Creators/Critic
 SERM: SEO/Black Pr
 Monitor Blogosphere : Internet word of mouth analytics
(Textual analytics)

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ConclusionConclusion
1. POL is significant ….Influence prescription, Sustained
compliance
1. social physics is necessary……. Identifying right
community/POL at right time - incubation/nurturing
1. +ve EQ Resonance marketing is important…… Build
momentum around target brand
 -ve EQ Resonance marketing is important …..Negate
potential negative communication threats.

Understanding Patient opinion leaders in social media

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