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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Drug Information Association,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Social media:,Developing a strategy for pharma,Daniel Ghinn,Director of Digital Engagement,Creation Healthcare,The views and opinions expressed in the following PowerPoint slides are those of the individual presenter and should not be attributed to Drug Information Association,Inc.(“DIA),its directors,officers,employees,volunteers,members,chapters,councils,Special Interest Area Communities or affiliates,or any organization with which the presenter is employed or affiliated.,These PowerPoint slides are the intellectual property of the individual presenter and are protected under the copyright laws of the United States of America and other countries.Used by permission.All rights reserved.Drug Information Association,DIA and DIA logo are registered trademarks or trademarks of Drug Information Association Inc.All other trademarks are the property of their respective owners.,Disclaimer,Drug Information Association,2,Insurer,Patient,Doctor,Specialist,Media,Hospital,Pharmaceutical company,The Internet,Motivations to go online,n=32,000;Adults 16-64SOURCE:Breslauer,B.&Smith,T.,October 2021.“Social media trends around the world!The GlobalWeb Index(GWI),%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 2021),Searching for health information after diagnosis,Q:Right after you or a family member has been diagnosed with a condition or disease by a doctor,which of the following actions do you take right away?,Source:About Health Study(N=1,321)June 2021,Searching for health information about chronic conditions,Q:Six months after you or a family member has been diagnosed with a condition or disease by a doctor,which of the following actions do you take right away?,Source:About Health Study(N=1,321)June 2021,Challenges for pharma,Social media does not respect national or regulatory boundaries,Two-way engagement cannot be controlled like broadcast communications,Consumers do talk about adverse events via social media,The landscape continually changes,Side effects mentions by therapy area,SOURCE:“Reportable Adverse Events and the Internet Creation Healthcare,October 2021,%of potentially reportable adverse events amongst mentions,by therapy area studied,after adjusting for spam and anomalies,Of these,a minority would require further investigation as possible reportable adverse events,42%,14%,Opportunities for pharma,Learn by measuring patient behaviour,Increase relevance of communications,Play a role as a stakeholder in public health,Respond to the rise of the e-patient,Online discussions about Parkinsons Disease,Loc Elleboudt,UCB Pharma SA,Brussels,Belgium.Presented at the 2nd World Parkinson Congress,September 28-October 1,2021;Glasgow,UK,Parkinsons Disease symptom map by grouped theme found in online conversations amongst people with Parkinsons and their carers,The power of conversation,Johnson&Johnson,Health Channel on YouTube,Overview:J&J Health Channel,Over 2.4 million views since 2021,Proactive engagement,interacting with comments:,Puts a human face on the corporation and goes to core values of connecting with the customer,engaging and having 1-to-1 dialogue,90-95%videos are not product specific,Source of objective healthcare information,Approach,Engaging proactively,Honest and open stance on what is and isnt within the control of the company-plain English legalities,Consistency in moderation of conversation;,Allowing controversial content,but drawing the line on off-topic or inappropriate behavior,Just one part of J&Js engagement strategy,Linked with Facebook;Twitter;Blogs,In their words,In their words,Their advice,Potential of patient community,TuDiabetes,patient community,Overview,Observations,How it started,In their words,Making Sense of Diabetes,Making Sense of Diabetes,Making Sense of Diabetes,The strength of collaboration,Pfizer,Can You Feel My Pain?,Concept:Can You Feel My Pain?,An awareness-raising and influencing campaign that exists online entirely in social media,Engaging through connectors(patient groups),Multiple social media channels allow individuals to use preferred platforms,International&multi-language,Europe-wide social media strategy embracing multiple languages,Regional strategy;local implementation,Channel-dependent approach to languages,Supports variations in local culture&channel preferences,Facebook in multiple languages,European e-petition,Engagement via Twitter,Cross-language commun
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