1

Engaging with the ePatient

@cdebie

2

Who is the ePatient?

The engaged/empowered patient is actively involved in the management of his/her treatment, healthcare environment and related decision-making

The ePatient relies primarily on the web for information The ePatient researches not only treatment options,

but also physicians, healthcare facilities, reimbursement policies, and other patients’ experiences with a disease or therapy

http://www.sa-pathways.com/new-health-consumer/the-rise-of-the-empowered-patient

3European Consumers Seeking Health and Pharmaceutical Information, How Technology and Evolving Media Choices Are Shifting the Landscape, White paper, Manhattan Research, 2007

Total adult consumers population in 10 countries 325 million

Patients with chronic and severe diseases search 20% more on line (*)

(*)Pew Internet & American Life Project August 2006 Survey (N=2,928).

4

Social Media consists of all the online tools and platforms that people use to share opinions, insights, and experiences with each other1

The passing of information in an informal, person-to-person manner2 is called word-of-mouth or

Buzz

Users can monitor and

analyse the online buzz in relation to topics and products in real-time and across a broad range of social media channels

1. Wikipedia at www.wikipedia.com 2. “The Anatomy of Buzz” by Emanuel Rosen site:

http://www.emanuel-rosen.com/

What is social media and why does it matter?

5

The evolution of media

Rob Halkshttp://www.slideshare.net/ARJHalk/social-media-and-pharma

6

What are the tools?

The conversation prism – Brian Solis and JESS3www.conversationprism.com

7

Who is using Social media?

Pharma:35 Brand-sponsored patient communities

35+ Branded YouTube channels30+ Twitter accounts

Patients:63 Non-branded patient communities

Facebook, Twitter, YouTube…

Physicians42 Healthcare professionals communities

Twitter

http://www.doseofdigital.com/healthcare-pharma-social-media-wiki/

8

Success of a social media programme relies on:

Sharing – the conversation must be two way: as much listening as talking

Timeliness – respond to current issues, be informed, be aware of current trends

Originality - Bring something unique and of value

9

What are epatients looking for?

Information about their condition and disease management

Information about available treatments (efficacy, side effects, etc.)

Who is the best healthcare provider for them Real-life outcomes from “patients like me” A direct connection with their / an experienced

physician, 24/7

http://www.sa-pathways.com/new-health-consumer/the-rise-of-the-empowered-patient

10

But ALWAYS remember

It’s about people

It is NOT about technology

11

How to engage in this new world?

CCommitment

Connection

Content

Collaboration

4

12

What can YOU use Social Media for?

Connect with patients / patient organisations around the world to Advocate for changes in policy Improve disease /treatment awareness among

physicians Collaborate / share experience Get recognition as professional entities with

expertise … and more

13

Thank You

C. De Bie (@cdebie) is a communication professional in the healthcare industry with a strong interest in the use of social media for collaboration. Her views do not necessarily reflect those of the company she works for.