The document discusses using web 2.0 technologies like social media to improve patient compliance and communication. It notes that a one-size-fits-all approach does not address the underlying causes of how patients behave. Patients may drop out due to lack of credible information. The document promotes engaging patients through blogs, social networks, and tools that allow patients to track health metrics and share experiences online.

1. Don’t talk to patients Talk with them (2.0) Murat Tanoren Senior Product Manager, Pfizer Turkey [email_address] Patient Compliance & Communication London – June 12, 2008

2. When it comes to increasing patient compliance...

4. Talking to patients/physicians/pharmacists

5. Reminding them...

6. ...is not enough.

7. “ The usual interventions – for example, electronic reminders or easy-to-open packaging – tend to improve adherence only in the short term , largely because a one-size-fits-all approach fails to address the underlying causes of the way patients behave.” Hopfield et al. (2006) “Getting patients to take their medicine”, The McKinsey Quarterly , number 4

8. Why do patients drop out intentionally ?

9. Lack of information? Too much information? Lack of credible information!

10. Who was “ The Person of the Year ” in 2006, according to TIME magazine?

16. www.myalli.com

18. www.dailystrength.org

22. patientslikeme.com

24. A Turkish example

27. Do we have proper segmentation ?

30. My mum & her friends

31. “ Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the Web .” Scott, D. M. (2007) The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, & Online Media to Reach Buyers Directly , Hoboken, NJ: John Wiley & Sons, Inc.

33. + =

34. Murat Tanoren Senior Product Manager, Pfizer Turkey [email_address]