Date post: | 22-Nov-2014 |
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WelcomeWednesday 25th September 2013
Social Media Week 2013
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Agenda
Sebastian Stokes Digital, Social Media and Healthcare: A clash of cultures?
Dominic Tyer Social Innovation for Pharma
Alexander DaviesSocial Innovation for Health Charities and NGOs
Questions and Answers
Closing remarks
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Digital, Social Media and Healthcare:A clash of cultures?Sebastian Stokes
Ketchum
25 September 2013
4 | 08.04.23
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Who wants to engage socially with a Pharmaceutical company?
Does a Pharmaceutical company want to engage socially with you?
5 | 08.04.23
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Dr Google
6 | 08.04.23
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How has Healthcare Approached Social Media?
• Public information and disease awareness activities
• Unprecedented information exchange between patients e.g. PatientsLikeMe
• Charities organising fundraising activities, provision of information direct to patients
• Hospitals adopting use of social media to improve patient support and knowledge translation e.g. Mayo Clinic
7 | 08.04.23
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Healthcare Professional Use of Social Media?
42% of HCPs currently use a Professional Social Network e.g. Sermo, Ozmosis, Medscape Physician Connect
30% of HCPs use Consumer Social Networks (twitter, FB, You Tube) for professional purposes
8 | 08.04.23
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Healthcare Professional Use of Social Media?
9 | 08.04.23
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So What is the Big Issue?
Pharma has been slow to adopt Social Media compared to consumer brands due to regulations and restrictions in communicating direct to consumers
Few compelling case studies
10 | 08.04.23
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Has regulation inspired innovation…
Is this the start of real innovation for healthcare within the social space…
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Social Innovation for Pharma
Dominic Tyer
Editorial Director, PMGroup
Author, Digital Intelligence blog on
PMLiVE.com
25 September 2013
12 | 08.04.23
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The Industry Standard?
13 | 08.04.23
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The Problem
Slow to react
Confused legal teams
Chasing return-on-investment
Regulatory fear
Lack of curiousity about how channels could be harnessed
14 | 08.04.23
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Janssen: Psoriasis 360
“If you take part in a social media community then you need to be aware of the etiquette of that community.
“Hopefully we will play an open and inclusive part in that community, rather than just trying to push out information,” Janssen
15 | 08.04.23
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Janssen: Psoriasis 360
16 | 08.04.23
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Sanofi in Diabetes
17 | 08.04.23
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Sanofi: The DX
18 | 08.04.23
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Meningitis Research Foundation, Meningitis Trust, Meningitis UK and Novartis: Meningitis: Keep Watching
19 | 08.04.23
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Meningitis Research Foundation, Meningitis Trust, Meningitis UK and Novartis: Meningitis: Keep Watching
20 | 08.04.23
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Mapping Influence
21 | 08.04.23
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Boehringer Ingelheim: Targeted Tweeting
22 | 08.04.23
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Boehringer Ingelheim: Targeted Tweeting
23 | 08.04.23
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Boehringer Ingelheim: Targeted Tweeting
24 | 08.04.23
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Crowdsourcing
25 | 08.04.23
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Crowdsourcing
26 | 08.04.23
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What has Innovation Achieved
Being more prominent in social spaces has improved the industry’s reputation
Improved its reach, both on a targeted or a mass communication level
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Social Innovation for Health Charities and NGOs Alexander Davies
Campaigns and Digital Engagement
Manager at Royal College of Nursing
25 September 2013
28 | 08.04.23
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What is the RCN?
• The largest professional nursing union in the world.• We have 410,000 members in the UK.• We represent nurses and nursing, promote
excellence in practice and shape health policies.
29 | 08.04.23
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The RCN and Social Media
• The objectives:• We needed to overhaul (not just change) the model of
engagement• We needed to activate more members• We needed to connect with members in a new way• We wanted to make the most of a popular tool.
30 | 08.04.23
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The RCN and Social Media
• The challenges:• An organisation that was slow to react• Internal suspicion/cynicism• Four country/multi-satellite issue• A workforce with unpredictable working habits/huge
pressure
31 | 08.04.23
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Our Journey
• It all began in 2009.• ‘Nursing counts’ empowering our members to get
involved in the general election.• Our first journey into the world of social
32 | 08.04.23
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Our Journey
• The results? – 25,000 people signed up in support– 30,000 emails were sent to politicians– Over 700 parliamentary candidates signed up– 133 MPs in the House of Commons today backed the
RCN’s campaign
33 | 08.04.23
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The RCN and Social Media
34 | 08.04.23
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The RCN and Social Media
35 | 08.04.23
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The RCN and Social Media
The viral factor...
36 | 08.04.23
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The Results
• Internal buy-in of social media• The most popular trade union on social media• A whole new community of brand advocates• A place for debate and discussion• A changed model of engagement
37 | 08.04.23
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The RCN and Social Media
• Our golden rules:
• At least one post a day, two if possible.• Questions get responded to within 24 hours.• Negative comments about RCN stay up.• Debate is good.• There is one RCN, so there’s one Facebook page.
38 | 08.04.23
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Thank YouWednesday 25th September 2013
Social Media Week 2013