Social Media in Life Sciences

transcript

April&23rd&2012&|&15.00&–&18.00&h&|&Descartes&Centre&

Ma;hias&van&Geuns&Building&|&Bolognalaan&48&|&3584&CJ&Utrecht&

Programme(15.00&h &RegistraFon&

15.30&h &Social&media:&the&big&picture,(Lykle(de(Vries&(De&Ondernemers)&

&How&have&Social&Media&changed&the&world?&Including&interesFng&cases&that&are&relevant&&

&to&Life&Sciences.&

16.00&h& &Best&pracFces,&examples&from&entrepreneurs&and&scienFsts:&

&Erik(Vollebregt&(Axon&Lawyers)&will&outline&how&he&uses&blogs&and&twi;er&to&reach&&his&audience&and&clients.&

&Sijme(Zeilemaker((toXBBB)&will&tell&you&how&his&company&is&discovering&how&to&use&Twi;er,&

&FaceBook&and&LinkedIn&to&connect&to&their&clients.&

&Mar9jn(van(Ooijen((Assistant&Professor&of&Medicine,&Division&of&DigesFve&Diseases,&#UCLA)&

&demonstrates&how&Twi;er&acFvity&can&be&used&in&academic&research.&

17.00&h &Drinks&

18.00&h& &End&

info@utrechtlifesciences.nl&@UtrechtLS&#SMILS&

Bring(your(smartphone,(laptop(or(tablet(for(handsBon(assistance(during(drinks!(

Welcome!

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wifi: UMCU-GASTEN

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@UtrechtLS#SMiLS

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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

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Who...

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Who...

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Who...

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Who...

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Who...

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Who...

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Who...

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Who...

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Who...

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recent numbers

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45%http://www.imedicalapps.com/2012/04/report-demonstrates-healthcare-organizations-failing-capitalize-social-media/

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45%http://www.imedicalapps.com/2012/04/report-demonstrates-healthcare-organizations-failing-capitalize-social-media/

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The Big Picture

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let’s get introduced

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foto: Judith van der Meulen

Lykle de Vries

@lykle

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New Business Development

Social Media Strategy

Open Innovation

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What about Social Media?

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http://www.youtube.com/watch?v=lFZ0z5Fm-Ng

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http://www.flickr.com/photos/jorge-11/4817642638/in/photostream/

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http://www.flickr.com/photos/imh/3297961043/

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http://www.flickr.com/photos/roadsidepictures/276395210/

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http://www.flickr.com/photos/inju/112082907/

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http://www.storytellersmediagroup.com/

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http://www.flickr.com/photos/fdtate/5823000083/in/photostream/

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http://www.flickr.com/photos/scott_rtw/1350993666/

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Closed

Selective

Controlling

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http://www.flickr.com/photos/perspective/76640090/in/photostream/

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http://www.flickr.com/photos/antjeverena/3368703708/in/photostream/

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http://www.flickr.com/photos/antjeverena/3368703708/in/photostream/

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Random

Supportive

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some examples

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How to apply

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http://www.flickr.com/photos/ter-burg/5846043943/in/photostream/

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http://www4.picturepush.com/photo/a/2856902/img/foto-voor-bij-mijn-gedichten-/Poezie-album.jpg

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http://www.flickr.com/photos/renaissancechambara/3122900531/in/photostream/

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http://smash-gtennis.nl/wp-content/uploads/2012/01/IMG_95711.jpg

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what about bad news?

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People connect online with their offline friends.

People love to connect to people.

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Positive experiences are bigger conversation starters than negative

experiences. People like positive stuff.

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People prefer to share positive

brand experiences on social media

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People prefer to share positive

brand experiences on social media

Individuals are more likely to share positive health-related experiences via social media than negativeexperiences

Chart PackPwC Health Research Institute – Social media “likes” healthcare 5

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Some more examples

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How to apply

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http://www.flickr.com/photos/jamesjordan/2649170201/

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Best Practices

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Erik Vollebregt

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SOCIAL MEDIA IN LIFE SCIENCES

Presentatienaamdatum

Presentatorwww.axonadvocaten.nl

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Overview

• 2 twitter accounts

• @axonlawyers• meddevlegal

• LinkedIn accounts (+ one In account)• 2 websites

• Axonlawyers.com• AELSLF.eu

• 2 blogs

• Medicaldeviceslegal.com• Biotechlegal.wordpress.com

• Mailinglist to email fed from CRM system

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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

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Sijme Zeilemaker

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to-BBB technologies BVLeiden, The Netherlands

E-mail SijmeZeilemaker@toBBB.comWeb www.toBBB.com

Sijme ZeilemakerBusiness Development Associate

Phone +31 71 33 222 56Fax +31 84 83 134 09

Social Media @to_BBB

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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

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Corporate Communication Profile

CROsConsultants

Venture CapitalPrivate equity

Grant providers

GSK, Janssen, Genzyme, etc.Smaller CNS/oncology biotech

Leiden, UvA, VU, UU, ErasmusInternational research groups

Patients hoping for a cure

Volkskrant, FD, TelegraafInternational journals

Job vacanciesInternships

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Corporate Communication Profile

CROsConsultants

Venture CapitalPrivate equity

Grant providers

GSK, Janssen, Genzyme, etc.Smaller CNS/oncology biotech

Leiden, UvA, VU, UU, ErasmusInternational research groups

Patients hoping for a cure

Volkskrant, FD, TelegraafInternational journals

Job vacanciesInternships

WEBSITE ?

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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

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Social Media Platform

• Using Hootsuite to send messages to all social media

• Schedule messages in Publisher

• Minimizing effort -> maximizing exposure

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• to-BBB press releases – also on website

• Press/media coverage – also on website

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• Announce who is attending events

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• Announce who is giving presentations

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• Retweet exposure to-BBB by others

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• Retweet interesting associated messages

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• Vacancies & internships

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• Vacancies & internships

• Charity activities – Hersenstichting,

STOPhersentumoren.nl

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Statistical Output

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Statistical Output

• Followers: growing…

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Statistical Output

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Statistical Output

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Statistical Output

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Statistical Output

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Statistical Output

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Statistical Output

• Exposure: growing…

Sep Oct Nov Dec Jan Feb Mar Apr

Twitter Clicks

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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

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Complementary to website and each other

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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!

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Outstanding questions

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Discussion points

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Discussion points

•How to involve patient organizations – and even individual patients?

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Discussion points

•How to attract scientists to company?

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Discussion points

•How to attract scientists to company?

•How to significantly increase exposure/followers?

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to-BBB technologies BVLeiden, The Netherlands

E-mail SijmeZeilemaker@toBBB.comWeb www.toBBB.com

Phone +31 71 33 222 56Fax +31 84 83 134 09

Follow us!

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Martijn van Oijen

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@martijnvanoijen

#SocialMedica

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@martijnvanoijen

#SocialMedica

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Identification of patients, their needs and demandsby use of available data from Social Network platforms

1Introducing#SocialMedica 2#SocialMedica

version 1.0 3Future plans

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Overview

Identification of patients, their needs and demandsby use of available data from Social Network platforms

1Introducing#SocialMedica 2#SocialMedica

version 1.0 3Future plans

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Introducing #SocialMedica

“Crohn's is kicking me over and over again this month. I hope I don't have to increase treatment”

1maandag 23 april 12

1992: - Encyclopedia - Talk to neighbors - Call your family

2012: - Google / Wikipedia - Social Media

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e#SocialMedica: Using Social Media to increase quality of healthcare

Healthcare clinic

Patient

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Healthcare clinic

Provider

Patient

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Healthcare clinic

Patient Patient

Provider

Patient Provider

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2 #SocialMedica version

The use of Twitter to identify patients with Crohn’s disease

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Introducing Twitter

Micro-blogging:• ‘Tweet’: 140 characters • ‘Re-tweet’: Republished tweet

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Feasibility study:– Are we able to identify Crohn’s patients on Twitter?

– Is it a useful tool for measurement of disease activity and unmet needs?

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Tweets with“Crohn”N=6,084

Re-tweetsN=3,185 (59%)

Original tweetsN=2,236 (41%)

Language = English and DutchN=5,421

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Tweets with“Crohn”N=6,084

Pharma/Biotech

N=137 (6%)

Friends orRelatives

N=484 (22%)

PatientsN=987 (44%)

Re-tweetsN=3,185 (59%)

Original tweetsN=2,236 (41%)

Language = English and DutchN=5,421

HealthcareProfessionalsN=167 (7%)

Non-Profit orFoundationsN=432 (19%)

UnclassifiedN=29(1%)

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Van Oijen et al. (DDW 2012)maandag 23 april 12

Results – Orginal tweets

‘I haven't eaten food in 2 days and no appetite whatsoever. I’m used to this with #Crohn's’

‘Found out my friend is in the hospital with Crohn's and has to have a bowel resection. I never knew :(‘

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

‘Seizure caused by low calcium, VitD & magnesium. But I don't have any direct Crohn's symptoms now.’

Conclusion

• Patients identifiably •Patient’ tweets largest category

• Coping & limitations in daily activity• Disease activity

• Twitter feasible to be a new data source for research

‘#Crohn's will not keep me down! Well maybe sitting..’

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‘#Crohn's will not keep me down! Well maybe sitting..’

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3 Future plans

Real-time automated measurement of patients’ geotagged reports

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.0Feasibility

Automated processes

Linking to other platforms

Follow over time

Geotagging

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.0Tweets

Containing‘Crohn’

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.0Tweets

DynamicCohort

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.0Tweets

DynamicCohort

Facebook LinkedIn YELP

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.0Tweets

DynamicCohort

Followover time

Facebook LinkedIn YELP

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– Lo

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ts Rachel Huisman, MDMirthe van der Valk, MDLieske ScholtusVincent de WidtHerma Fidder, MD PhD

Victoria Sheen, MDRusha Modi, MDCorey Arnold, PhDEric Fischer, MCSGarth Fuller, MPHBrennan Spiegel, MD MSHS

Bart KokkeStef de Jong

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@martijnvanoijen

#SocialMedica

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@martijnvanoijen

#SocialMedica

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Wrap-up

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Random

Supportive

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http://www.flickr.com/photos/jamesjordan/2649170201/

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Webinars!

7, 14, 21 May

20.00 h

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Saskia EbelingAernout van Haarst

Irma VijnAnnika van Rosmalen

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April&23rd&2012&|&15.00&–&18.00&h&|&Descartes&Centre&

Ma;hias&van&Geuns&Building&|&Bolognalaan&48&|&3584&CJ&Utrecht&

Programme(15.00&h &RegistraFon&

15.30&h &Social&media:&the&big&picture,(Lykle(de(Vries&(De&Ondernemers)&

&How&have&Social&Media&changed&the&world?&Including&interesFng&cases&that&are&relevant&&

&to&Life&Sciences.&

16.00&h& &Best&pracFces,&examples&from&entrepreneurs&and&scienFsts:&

&Erik(Vollebregt&(Axon&Lawyers)&will&outline&how&he&uses&blogs&and&twi;er&to&reach&&his&audience&and&clients.&

&Sijme(Zeilemaker((toXBBB)&will&tell&you&how&his&company&is&discovering&how&to&use&Twi;er,&

&FaceBook&and&LinkedIn&to&connect&to&their&clients.&

&Mar9jn(van(Ooijen((Assistant&Professor&of&Medicine,&Division&of&DigesFve&Diseases,&#UCLA)&

&demonstrates&how&Twi;er&acFvity&can&be&used&in&academic&research.&

17.00&h &Drinks&

18.00&h& &End&

info@utrechtlifesciences.nl&@UtrechtLS&#SMILS&

Bring(your(smartphone,(laptop(or(tablet(for(handsBon(assistance(during(drinks!(

Enjoy the drinks!

maandag 23 april 12

Social Media in Life Sciences

Health & Medicine