A presentation delivered to an audience of medical information, researchers, and clinical trial colleagues from within the pharmaceutical industry at the DIA Clinical Forum in Basel, 12th October 2011

1. IMPACT OF SOCIAL MEDIA ON THE PHARMACEUTICAL SECTOR Paul Grant Head of Strategy Implementation

2. Media Hospital Patient The Internet Specialist Doctor Pharmacist Insurer

3. New socialized ‘touch’ points Share positive Engage in online community Share negative Discuss online/offline Visit GP Customer loyalty Visit website Search, or respond to a social message Time

4. Very personal when N=1 Return on investment? Time

5. Health

8. More than 1,540 ADHD social groups on Yahoo!

9. Over 7,155 photos ‘tagged’ as ADHD in Flickr

10. More than 3,550,000 ADHD forum discussions

11. More than 3,500 views per day (average) of the Wikipedia ADHD page. It has been viewed 116,564 times in the last 30 days

12. More than 40,543 resolved questions about ADHD in Yahoo! Answers

17. Can UGC = clinical data?

18. Credibility Conversation Historically, we would say something like… In health social media, it’s more like… Community Content Cause Competition Collaboration Why are they doing this? Physical/Safety Source: http://en.wikipedia.org/wiki/File:Maslow%27s_Hierarchy_of_Needs.svg

19. The age of the ‘e-Patient’ Equipped with the skills to manage their own condition Enabled to make choices about self-care and those choices are respected Empowered Engaged in their own care Equals in their partnerships with the various physicians involved in their care Emancipated Expert patients can improve their self-rated health status, cope better with fatigue and other generic features of chronic disease such as role limitation, and reduce disability and their dependence on hospital care Source: E-Patient, //en.wikipedia.org/w/index.php?title=E-Patient&oldid=437847665 (last visited Oct. 4, 2011).

20. Our idea of the world Source: http://worldmapper.org © Copyright SASI Group (University of Sheffield)

21. The world by population Source: http://worldmapper.org © Copyright SASI Group (University of Sheffield)

22. The ‘English’ language world Source: http://worldmapper.org © Copyright SASI Group (University of Sheffield)

23. The ‘Chinese’ language world Source: http://worldmapper.org © Copyright SASI Group (University of Sheffield)

24. % e-Patients by country Sample size: 5,183 US: 1,000 UK: 1,078 Germany: 1,000 Russia: 1,081 China: 1,024 Source: Health Influence in the Era of Public Engagement. Edelman, (January 2009)

25. ‘Participatory’ role in outcomes It is largely accepted that when patients DO play a role in their care, there are benefits: Improved experience and thus better overall outcomes (Stewart et al., The Impact of Patient-Centred Care on Outcomes, Journal of Family Practice, September 2000, Vol. 49, No. 9) Improved adherence (Robinson et al., Patient-centered care and adherence: definitions and applications to improve outcomes, J Am Acad Nurse Pract. 2008 Dec;20(12):600-7)

27. Mmmm - ‘So what?’ There are many ‘Social’ opportunities for pharmaceutical companies: Clinical trials recruitment Engaging with HCPs Raising awareness Monitoring product safety Learning about personalised health solutions Accessing real-world data Crowd-sourcing research Etc.

28. Pharma Pharma Media Hospital Patient ‘Social’ Pharma The Internet Specialist Doctor Pharmacist Pharma Pharma Insurer

29. What about regulation? “…the complex regulatory requirements for pharmacovigilance, brought in to protect patients at a time of information scarcity, are now acting as a barrier to the use of this information as an important additional resource to protect public health” ABPI 13 June 2011 Source: Pharmacovigilance and the Internet: A Call for Change http://www.abpi.org.uk/our-work/library/industry/Pages/pharmacovigilance-the-internet.aspx

30. Nothing has really changed “If you are a pharmaceutical company in Europe, don’t inappropriately promote prescription-only products through digital, or any other channels.” Paul Grant 13 April 2011

31. Image credit: http://www.sxc.hu/profile/davedufour

32. Image credit: http://www.sxc.hu/profile/nosheep

34. “A tiny spark can set a great forest on fire.” James 3:5

36. Listening Reputation Trends Opportunities Engaging Real-time response team Long term relationship building (i.e. Journalists, Physicians) Pharmacovigilance Protocols Scenario scripts Crisis resolution Clear and resourced escalation/approvals process Integrated offline/online communications centre Internal/external expenditure Remove inefficiencies Requires a ‘paradigm shift’

37. IT Communications Brand team External Creative Agency Medical Information/Safety Information Technology Source: http://www.iconarchive.com/show/vista-people-icons-by-icons-land/ Who owns ‘engagement’?

38. How? What don’t we know? Know What we know we know What we know we don’t know Engagement Know Don’t Know Don’t Know What we don’t know we know What we don’t know we don’t know Source: Adapted from http://www.doceo.co.uk/tools/knowing.htm

39. Other tips for starters Plan for change Where is the weakest link? Think about duration – not just launch; the total cost of ownership You do not have control (over 3rd party platforms e.g. Facebook) They can and will change things without notification At any point, your initiative can be removed, irrecoverably lost or be unavailable You do not usually own the rights to content, but are responsible for it Build a repository of knowledge about your company initiatives For an emergency response and for best practise/precedent sharing Take a view on: the landscape, experience you have to date, your own resources and risk profile Don’t join in because everyone else is Demonstrate intent/compliance with existing code and regulations

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