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Sebastian Kölsch, 27th January 2011
SERVING YOUR TRUE CUSTOMERS
Patient Engagement via Social Media
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Sebastian Kölsch, 27th January 2011
MY SPEECH IS ABOUT…
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• Confessions
• Observations
• Conclusions
• Solutions
Sebastian Kölsch, 27th January 2011
CONFESSION #1
• I‘m not a digital native
• School was way behind reality
• I‘m trying to always follow what‘s going on
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Sebastian Kölsch, 27th January 2011
CONFESSION #2
• Privacy is key to me
• I‘m a Facebook addict
• I like its usability
• All in one: friends, family, professional contacts, English, French, German
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Sebastian Kölsch, 27th January 2011
CONFESSION #3
• Professional networks are key to specialty areas
• Great career opportunities
• Important industry information in discussion boards
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Sebastian Kölsch, 27th January 2011
CONFESSION #4
• I‘m NOT on Twitter(at least not contributing)
• It‘s very specialised, quite complicated, a bit technical
• It‘s like a vintage car: loved and kept alive by and very useful to its fans, but nothing for the great public
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Sebastian Kölsch, 27th January 2011
OBSERVATION #1
• Pharma is waiting for guidelines
• Pharma is waiting for examples
• Pharma is not looking outside pharma
• Pharma considers a forum being social enough
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“There‘s no substitute
for experience”
from a M&S ad
Sebastian Kölsch, 27th January 2011
OBSERVATION #2
• Pharma is too focused on ROI
• But there‘s no questioning about other channels‘ ROI
• Nothing is as measurable as online activities
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“Pharma uses market research
much as a drunk uses a
lamp post – for support, not illumination”
Ian Talmage (via Twitter @pharmaguy)
Sebastian Kölsch, 27th January 2011
OBSERVATION #3
• Social Media is public
• HIV, Oncology, MS and others are probably not the things to discuss in public
• (So might also be ED)
• Social Media doesn‘t end with a Facebook page
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Sebastian Kölsch, 27th January 2011
OBSERVATION #4
• Facebook, but even more Twitter are just entries
• There‘s still the need of something behind
• Without a supporting website, social media is nothing but an email newsletter 2.0
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Sebastian Kölsch, 27th January 2011
CONCLUSION #1
• Observation is good.But don‘t miss its end.
• Don‘t observe only the technology, but also your target audience.
• Be courageous. Don‘t be afraid of errors. (Ask your clinical trials department.)
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Sebastian Kölsch, 27th January 2011
CONCLUSION #2
• There might be other solutions than Facebook.
• For every brand there‘s the appropriate channel.
• If you are into numbers: KPIs are different, too. Define them, then design.
• You won‘t be the first!
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Sebastian Kölsch, 27th January 2011
SOLUTION CASE STUDYA Multiple Sclerosis Community
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Sebastian Kölsch, 27th January 2011
THE IDEA
• Providing a platform to MS patients for information, interaction and support
• Creating an own social network providing privacy
• Enabling local search, private messaging, group creation
• An open forum (post-moderated) “without” restrictions
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Sebastian Kölsch, 27th January 2011
THE EXTRA
• Some of the features are only for patients already taking the drug
• The batch number being the key for entry
• Integrated into the offline patient service centre
• Special discussion area about the drug
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Sebastian Kölsch, 27th January 2011
THE BENEFITS
The Patients
• have an own community they can trust
• can build groups online and later offline
• get new information they can instantly discuss about
• taking the specific drug get valuable extra services without needing to talk on the phone or seeing a nurse
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Sebastian Kölsch, 27th January 2011
THE BENEFITS
The Company
• is able to build, gain, re-gain trust
• can follow every discussion and react instantly (by replying, not deleting)
• has a new way of supporting patient compliance
• is (probably) able to get new patients
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Sebastian Kölsch, 27th January 2011
KEY LEARNINGS
• When you entered into conversation, never stop it!
• When you launch an interactive tool, be interactive!
• When you open a forum, accept criticism!
• When you invite others into your brand, be prepared!
• When you go for technology, keep on innovating!
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Sebastian Kölsch, 27th January 2011
THE POWER IS WITH THE CONSUMER
“The power is with the consumer. Consumers are beginning, in a very real sense, to own our brands and participate in their creation. We need to begin to learn to let it go…”
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A.G. Lafley, CEO, P&G2006
Sebastian Kölsch, 27th January 2011
THANK YOU
• Sebastian Kölsch
• Koelsch Pharma Services GmbHHabsburgerstr. 9079104 FreiburgGermany
• [email protected]Å twitter.com/Seb_KPSÅ linkedin.com/in/sebastiankoelsch
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