Utrecht Life Science, Niaba and Syntens organized a seminar dedicated to uses for Social Media in Life Sciences. I gave a big picture overview, and Erik Vollebregt, Sijme Zeilemaker and Martijn van Oijen provided focused Best Practices.
4. Schedule
• 15.30 Social media: the big picture,
How have Social Media changed the world?
• 16.00 Best practices:
• Erik Vollebregt (Axon Lawyers)
• Sijme Zeilemaker (to-BBB)
• Martijn van Oijen (Assistant Professor of
Medicine, Division of Digestive Diseases,
#UCLA)
• 17.00 Drink & Hands-on help
maandag 23 april 12
53. People connect
online with their
offline friends.
People love to
connect to people.
38
maandag 23 april 12
54. Positive experiences
are bigger conversation
starters than negative
experiences. People like
positive stuff.
39
maandag 23 april 12
55. People prefer to
share positive
brand experiences
on social media
maandag 23 april 12
56. PwC Health Research Institute – Social media “likes” healthcare
People prefer to
5
Chart Pack
share positive
brand experiences
on social media
maandag 23 april 12
71. Our philosophy
Information wants to be free, so we offer free, relevant, expert content
• No stupid paywalls etc
People retweet and forward our information because it’s relevant to them or to
others
• They feel that any message is worthwhile
We seek to exploit multipliers via other parties and deploy content in as many
channels as possible
• Always retain rights on published contents
maandag 23 april 12
73. Social Media @to_BBB
Sijme Zeilemaker
Business Development Associate
to-BBB technologies BV Sijme Zeilemaker Phone +31 71 33 222 56 E-mail SijmeZeilemaker@toBBB.com
Leiden, The Netherlands Business Development Associate Fax +31 84 83 134 09 Web www.toBBB.com
maandag 23 april 12
74. Brief introduction
• to-BBB: Blood-Brain Barrier
• G-Technology: safely enhancing drug delivery to the brain
• Strategy:
– Develop off-patent compounds for brain indications
– Collaborate with big pharma on patented compounds
• Lead product: brain-targeted chemotherapy (2B3-101)
– Significant brain tumor reduction in preclinical testing
– Started dose-escalation clinical phase I/IIa trial in 2011
– Patients with solid tumors and brain metastases
– Patients with primary brain tumor glioma
• Many potential products in pipeline
maandag 23 april 12
75. Corporate Communication Profile
GSK, Janssen, Genzyme, etc.
Smaller CNS/oncology biotech
Patients hoping for a cure
Venture Capital
Private equity
Grant providers
Volkskrant, FD, Telegraa
International journals
eiden, UvA, VU, UU, Erasmus
nternational research groups
Job vacancies
Internships
CROs
Consultants
maandag 23 april 12
76. Corporate Communication Profile
WEBSITE ?
GSK, Janssen, Genzyme, etc.
Smaller CNS/oncology biotech
Patients hoping for a cure
Venture Capital
Private equity
Grant providers
Volkskrant, FD, Telegraa
International journals
eiden, UvA, VU, UU, Erasmus
nternational research groups
Job vacancies
Internships
CROs
Consultants
maandag 23 april 12
77. Social Media?
• May 2011
– to-BBB only had an inactive LinkedIn company page
– Decision to look into social media
– Search for comparable companies:
• Some small biotechs use Twitter
• Most small biotech & big pharma have LinkedIn
• Most big pharma use Twitter
• Some big pharma have Facebook page
• Decision to go for social media platform
– LinkedIn, Facebook & Twitter
– Connect media by synchronizing messages to all - with
• September 2011: launch social media platform
• October 2011: launch new website tobbb.com
maandag 23 april 12
78. Social Media Platform
• Using Hootsuite to send messages to all social media
• Schedule messages in Publisher
• Minimizing effort -> maximizing exposure
maandag 23 april 12
80. Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
maandag 23 april 12
81. Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
maandag 23 april 12
82. Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
• Announce who is attending events
maandag 23 april 12
83. Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
• Announce who is attending events
• Announce who is giving presentations
maandag 23 april 12
84. Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
• Announce who is attending events
• Announce who is giving presentations
• Retweet exposure to-BBB by others
maandag 23 april 12
85. Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
• Announce who is attending events
• Announce who is giving presentations
• Retweet exposure to-BBB by others
• Retweet interesting associated messages
maandag 23 april 12
86. Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
• Announce who is attending events
• Announce who is giving presentations
• Retweet exposure to-BBB by others
• Retweet interesting associated messages
• Vacancies & internships
maandag 23 april 12
87. Social Media Platform
• to-BBB press releases – also on website
• Press/media coverage – also on website
• Announce who is attending events
• Announce who is giving presentations
• Retweet exposure to-BBB by others
• Retweet interesting associated messages
• Vacancies & internships
• Charity activities – Hersenstichting,
STOPhersentumoren.nl
maandag 23 april 12
95. Statistical Output
• Followers: growing…
• Exposure: growing…
Twitter Clicks
50
38
25
13
0
Sep Oct Nov Dec Jan Feb Mar Apr
maandag 23 april 12
96. Favorites
• The more visual, the better…
– Movie from BIO-Europe Spring
– Movie from Medisch Contact
– Interview articles in newspapers
• Event announcements
– Not by clicks, but feedback in real life
• Interesting: minor interest in important press releases
maandag 23 april 12
98. Tips & Tricks
• Social Media can consume 2-80 hrs/week
• Work smart -> integrate social media platform
• Adds dimension to company website and press releases
• Lay out some ground rules with management
• Stay positive!
maandag 23 april 12
101. Outstanding questions
Discussion points
•How to involve patient organizations –
and even individual patients?
maandag 23 april 12
102. Outstanding questions
Discussion points
•How to involve patient organizations –
and even individual patients?
•How to attract scientists to company?
maandag 23 april 12
103. Outstanding questions
Discussion points
•How to involve patient organizations –
and even individual patients?
•How to attract scientists to company?
•How to significantly increase exposure/
followers?
maandag 23 april 12
104. Follow us!
to-BBB technologies BV Sijme Zeilemaker Phone +31 71 33 222 56 E-mail SijmeZeilemaker@toBBB.com
Leiden, The Netherlands Business Development Associate Fax +31 84 83 134 09 Web www.toBBB.com
maandag 23 april 12
108. 1 2 3
Introducing
#SocialMedica
#SocialMedica
version 1.0 Future
plans
Identification of patients, their needs and demands
by use of available data from Social Network platforms
maandag 23 april 12
109. Overview
1 2 3
Introducing
#SocialMedica
#SocialMedica
version 1.0 Future
plans
Identification of patients, their needs and demands
by use of available data from Social Network platforms
maandag 23 april 12
110. 1 Introducing
#SocialMedica
“Crohn's is kicking me over and over again this month. I hope I don't have to increase
treatment”
maandag 23 april 12
111. 1992:
- Encyclopedia
- Talk to
neighbors
- Call your family
Rationale
2012:
- Google /
Wikipedia
- Social Media
maandag 23 april 12
112. #SocialMedica: Using Social Media
to increase quality of healthcare
Healthcare
clinic
Rationale
Patient
maandag 23 april 12
113. #SocialMedica: Using Social Media
to increase quality of healthcare
Healthcare Provider
clinic
Rationale
Patient
maandag 23 april 12
114. #SocialMedica: Using Social Media
to increase quality of healthcare
Healthcare Provider
clinic
Rationale
Patient Provider
Patient Patient
maandag 23 april 12
115. 2 #SocialMedica version
1.0
The use of Twitter to identify patients with Crohn’s
disease
maandag 23 april 12
117. Feasibility study:
– Are we able to identify
Aim of the study
Crohn’s patients on Twitter?
– Is it a useful tool for
measurement of disease
activity and unmet needs?
maandag 23 april 12
118. Tweets with
“Crohn”
N=6,084
Language = English and Dutch
N=5,421
Original tweets Re-tweets
N=2,236 (41%) N=3,185 (59%)
maandag 23 april 12
119. Tweets with
“Crohn”
N=6,084
Language = English and Dutch
N=5,421
Original tweets Re-tweets
N=2,236 (41%) N=3,185 (59%)
Patients Friends or Non-Profit or Healthcare Pharma/
N=987 (44%) Relatives Foundations Professionals Biotech
N=484 (22%) N=432 (19%) N=167 (7%) N=137 (6%)
Unclassified
N=29(1%)
maandag 23 april 12
120. Van Oijen et al. (DDW 2012)
maandag 23 april 12
121. Results – Orginal tweets
Van Oijen et al. (DDW 2012)
maandag 23 april 12
122. Results – Orginal tweets
Van Oijen et al. (DDW 2012)
maandag 23 april 12
123. Results – Orginal tweets
‘I haven't eaten food in 2 days and no appetite
whatsoever. I’m used to this with #Crohn's’
Van Oijen et al. (DDW 2012)
maandag 23 april 12
124. Results – Orginal tweets
‘Found out my friend is in the hospital with Crohn's and
has to have a bowel resection. I never knew :(‘
Van Oijen et al. (DDW 2012)
maandag 23 april 12
125. Results – Orginal tweets
Van Oijen et al. (DDW 2012)
maandag 23 april 12
126. Results – Patient’ tweets
Van Oijen et al. (DDW 2012)
maandag 23 april 12
127. Results – Patient’ tweets
Van Oijen et al. (DDW 2012)
maandag 23 april 12
128. Results – Patient’ tweets
@genag515 Wish I was full of energy and joys.. But on Social Security right
now due to crohn's, I hope I’m going back to work very soon
Van Oijen et al. (DDW 2012)
maandag 23 april 12
129. Results – Patient’ tweets
Van Oijen et al. (DDW 2012)
maandag 23 april 12
130. Results – Patient’ tweets
‘Seizure caused by low calcium, VitD & magnesium. But I
don't have any direct Crohn's symptoms now.’
Van Oijen et al. (DDW 2012)
maandag 23 april 12
131. Conclusion
• Patients identifiably
• Patient’ tweets largest category
• Coping & limitations in daily activity
• Disease activity
• Twitter feasible to be a new data source for
research
Van Oijen et al. (DDW 2012)
maandag 23 april 12
132. ‘#Crohn's will not keep me
down! Well maybe sitting..’
maandag 23 april 12
133. ‘#Crohn's will not keep me
down! Well maybe sitting..’
maandag 23 april 12
134. 3 Future plans
Real-time automated measurement of patients’ geotagged
reports
maandag 23 april 12
135. #SocialMedica, version 2.0
Feasibility
Automated processes
Linking to other platforms
Follow over time
Geotagging
maandag 23 april 12
136. Tweets
#SocialMedica, version 2.0 Containing
‘Crohn’
maandag 23 april 12
137. Tweets
#SocialMedica, version 2.0 Containing
‘Crohn’
NLP
Dynamic
Cohort
maandag 23 april 12
138. Tweets
#SocialMedica, version 2.0 Containing
‘Crohn’
NLP
Dynamic
Cohort
Facebook LinkedIn YELP
maandag 23 april 12
139. Tweets
#SocialMedica, version 2.0 Containing
‘Crohn’
NLP
Follow
Dynamic over time
Cohort
Facebook LinkedIn YELP
maandag 23 april 12