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Communicating Drug Risk Using New Media Technologies--Dose Of Digital

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Jonathan Richman
Jonathan Richman

What happens when a pharma or healthcare product suddenly needs to communicate a newly found risk? Can new media channels such as social media be more effective than traditional methods?

BusinessTechnology
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Communicating Risk Using New Media Technologies Jonathan Richman Director of Strategic Planning, Bridge Worldwide Author, Dose of Digital @jonmrich
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HOW DO YOU COMMUNICATE THIS TO THE WORLD?
TRADITIONAL APPROACH
TRADITIONAL APPROACH
NEW APPROACH
NEW APPROACH?
SEARCHING FOR SIGNALS
 
Source: Nielsen BuzzMetrics, Personal Communications Total healthcare discussions (~1,350 sites): 82,697 per day 1,840 per day WebMD alone:
 
 
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Traditional Approach
NEW APPROACH
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Your Options
Your Options
Your Options
Your Options
Your Options
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Your Options
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October 2008 - June 2009 2,258,706 clickthroughs
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Communicating Drug Risk Using New Media Technologies--Dose Of Digital

Editor's Notes

  1. And there’s quite a bit for them to find. Nielsen BuzzMetrics tracks more than 1350 sites, blogs, forums, and discussion groups. On average, there are about 83,000 new discussions per day. On WebMD alone, this number is 1,840. Point is, they’ve got a lot to sift through and pharma companies have a lot of areas to track.
  2. These are both “paid” options
  3. These are both “paid” options