health 2.0 is here now what opma mtg may 7 2009 slide share
DESCRIPTION
An overview of Health 2.0 in Canada, addressing the main concerns of Canadian pharmaceutical marketers. Plan-of-action for pharmaceutical marketers to take small steps in integrating social media into their business plan. At the very least, get involved in social media yourself, and closely monitor your brand`s mentions on social networks.TRANSCRIPT
Health 2.0 is here. Now what?
Nat BourreMarketing 4 Health Inc.www.pharmaceutical-marketing-coach.com
Ontario Pharmaceutical Marketing Association, May 7 2009
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Just to name a few ….
1. 1. 1. 1.
For ongoing list, go to: http://www.doseofdigital.com/healthcare-social-media-wiki/ and http://health20.org/wiki/Health_2.0_Companies Copyright Marketing 4 Health Inc.
Mini Online Survey
Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other)Copyright Marketing 4 Health Inc.
1
16
5
2
4
19
24
9
0
5
10
15
20
25
30
Overall Agency Client Other
Nu
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f 'y
es' r
esp
on
ses
Aw are of Health 2.0 Considering Health 2.0 project
Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other)
3 involvedin Health 2.0
project
Health 2.0 Awareness and Interest
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Canadian Pharma Concerns
Others:
• Too many unknowns
• Maintenance: Time to keep project current and on track
• Selecting the `right` social media tools
Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other)
16
7
99
0
2
4
6
8
10
12
14
16
18
Regulatory guidelines Adverse eventreporting
Losing control overcontent
Not reaching my patienttarget market
Nu
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f re
spo
nd
ers
wh
o s
elec
ted
fac
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Health 2.0Conversations About Healthcare
A natural conversation within a group of trusted individuals
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We Trust a ‘Person Like Me’ and Doctors Almost Equally
2008 Edelman Trust Barometer
0%
10%
20%
30%
40%
50%
60%
Doctors or healthcare specialists Person like me
Ref.: 2008 Edelman Trust Barometer, http://www.edelman.com/news/showone.asp?id=175 Copyright Marketing 4 Health Inc.
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Share similar disease and treatment
Share similar doctors and nurses as healthcare providers
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Share similar treatments
Share similar causes
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How Does Pharma Fit In?
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Regulations
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If it is Advertising, it is Regulated
“Health product advertising is considered to be any representation, by any means
for the purpose of promoting directly or indirectly the sale or distribution of any
health product
Ref.: Health Canada, Overview of Health Product Advertising, http://www.hc-sc.gc.ca/dhp-mps/advert-publicit/fs-fi/advert-publi_fs-fi-eng.php .
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The Distinction Between Advertising and Other Activities
Health Canada:
http://www.hc-sc.gc.ca/dhp-mps/advert-publicit/pol/actv_promo_vs_info-eng.php
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Losing Control Over Content
Ooops ! Too late.
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People are starting their own groups regarding pharma brands
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Some are giving medical advice
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Others are rating pharma brands
(www.iguard.org)
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Adverse Events
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Target Market
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Canadians Engage in Social Media
Zamaria, Charles and Fred Fletcher. Canada Online! The Internet, media and emerging technologies: Uses, attitudes, trends and international comparisons 2007. Toronto: Canadian Internet Project, 2008. Copyright Marketing 4 Health Inc.
Looking for Health Information is the 4th Most Popular Internet Information
Activity in Canada
Zamaria, Charles and Fred Fletcher. Canada Online! The Internet, media and emerging technologies: Uses, attitudes, trends and international comparisons 2007. Toronto: Canadian Internet Project, 2008. Copyright Marketing 4 Health Inc.
Canadian Doctors Engage in Social Media
Canadian doctors and social media
3%
10%
21%
48%
0% 10% 20% 30% 40% 50% 60%
Hosted an online web log or blog
Participate in online communities created specifically forphysicians (eg. Sermo)
Visit an online medical/health-related chat room ormessage board
Read medical/health online web or blog
Essential Physician 2008, n=500
http://www.essentialresearch.ca/essential-physician2008.aspx?cid=ep&source=m4hi&mid=ppt
The CMA recognizes the importance of social media and is facilitating its use by Canadian physicians
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Future Canadian healthcare professionals are already active with social media
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Health 2.0 is Here. Now What?
Health 2.0 Plan-of-Action
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Health 2.0 Plan-of-Action
1. Get involved
2. Monitor
3. Agencies and clients partner together
4. Be aware of risks
5. Work with regulatory bodies
6. Provide guidance to employees (social media policy)
7. Learn and share findings about Health 2.0
8. Be a Health 2.0 champion for your company
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Special Thanks !!These people provided input, proofread my slides and encouraged me !
Ben Carino
Ray Chepesiuk
Elaine Kelly
Stephany Lapierre
Natalie Rozman
Martine Taylor
Robyn Tocheri
Whoever live-tweeted the
meeting got a
#followFriday recommendation
from @pharmacoach
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Nat BourreMarketing 4 Health Inc.www.pharmaceutical-marketing-
coach.com
Contact me on LinkedIn, Twitter (@pharmacoach), and FaceBook.
Join the
‘Pharmaceutical Marketing Coach’
Group on FaceBook,
LinkedIn and Ning.
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