health 2.0 is here. now what? nat bourre marketing 4 health inc. ontario pharmaceutical marketing...

Health 2.0 is here. Now what?

Nat BourreMarketing 4 Health Inc.www.pharmaceutical-marketing-coach.com

Ontario Pharmaceutical Marketing Association, May 7 2009

Copyright Marketing 4 Health Inc.

Just to name a few ….

1. 1. 1. 1.

For ongoing list, go to: http://www.doseofdigital.com/healthcare-social-media-wiki/ and http://health20.org/wiki/Health_2.0_Companies Copyright Marketing 4 Health Inc.

Mini Online Survey

Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other)Copyright Marketing 4 Health Inc.

1

16

5

2

4

19

24

9

0

5

10

15

20

25

30

Overall Agency Client Other

Nu

mb

er o

f 'y

es' r

esp

on

ses

Aw are of Health 2.0 Considering Health 2.0 project

Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other)

3 involvedin Health 2.0

project

Health 2.0 Awareness and Interest


Canadian Pharma Concerns

Others:

• Too many unknowns

• Maintenance: Time to keep project current and on track

• Selecting the `right` social media tools

Ref.: Natalie Bourré, April 2009, n=42 (14 client, 26 agency, and 2 other)

16

7

99

0

2

4

6

8

10

12

14

16

18

Regulatory guidelines Adverse eventreporting

Losing control overcontent

Not reaching my patienttarget market

Nu

mb

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f re

spo

nd

ers

wh

o s

elec

ted

fac

tor

as a

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Health 2.0Conversations About Healthcare

A natural conversation within a group of trusted individuals


We Trust a ‘Person Like Me’ and Doctors Almost Equally

2008 Edelman Trust Barometer

0%

10%

20%

30%

40%

50%

60%

Doctors or healthcare specialists Person like me

Ref.: 2008 Edelman Trust Barometer, http://www.edelman.com/news/showone.asp?id=175 Copyright Marketing 4 Health Inc.

Share similar disease and treatment

Share similar doctors and nurses as healthcare providers


Share similar treatments

Share similar causes


How Does Pharma Fit In?


Regulations


If it is Advertising, it is Regulated

“Health product advertising is considered to be any representation, by any means

for the purpose of promoting directly or indirectly the sale or distribution of any

health product

Ref.: Health Canada, Overview of Health Product Advertising, http://www.hc-sc.gc.ca/dhp-mps/advert-publicit/fs-fi/advert-publi_fs-fi-eng.php .


The Distinction Between Advertising and Other Activities

Health Canada:

http://www.hc-sc.gc.ca/dhp-mps/advert-publicit/pol/actv_promo_vs_info-eng.php


Losing Control Over Content

Ooops ! Too late.


People are starting their own groups regarding pharma brands


Some are giving medical advice


Others are rating pharma brands

(www.iguard.org)


Adverse Events


Target Market


Canadians Engage in Social Media

Zamaria, Charles and Fred Fletcher. Canada Online! The Internet, media and emerging technologies: Uses, attitudes, trends and international comparisons 2007. Toronto: Canadian Internet Project, 2008. Copyright Marketing 4 Health Inc.

Looking for Health Information is the 4th Most Popular Internet Information

Activity in Canada

Zamaria, Charles and Fred Fletcher. Canada Online! The Internet, media and emerging technologies: Uses, attitudes, trends and international comparisons 2007. Toronto: Canadian Internet Project, 2008. Copyright Marketing 4 Health Inc.

Canadian Doctors Engage in Social Media

Canadian doctors and social media

3%

10%

21%

48%

0% 10% 20% 30% 40% 50% 60%

Hosted an online web log or blog

Participate in online communities created specifically forphysicians (eg. Sermo)

Visit an online medical/health-related chat room ormessage board

Read medical/health online web or blog

Essential Physician 2008, n=500

http://www.essentialresearch.ca/essential-physician2008.aspx?cid=ep&source=m4hi&mid=ppt

The CMA recognizes the importance of social media and is facilitating its use by Canadian physicians


Future Canadian healthcare professionals are already active with social media


Health 2.0 is Here. Now What?

Health 2.0 Plan-of-Action


Health 2.0 Plan-of-Action

1. Get involved

2. Monitor

3. Agencies and clients partner together

4. Be aware of risks

5. Work with regulatory bodies

6. Provide guidance to employees (social media policy)

7. Learn and share findings about Health 2.0

8. Be a Health 2.0 champion for your company


Special Thanks !!These people provided input, proofread my slides and encouraged me !

Ben Carino

Ray Chepesiuk

Elaine Kelly

Stephany Lapierre

Natalie Rozman

Martine Taylor

Robyn Tocheri

Whoever live-tweeted the

meeting got a

#followFriday recommendation

from @pharmacoach


Nat BourreMarketing 4 Health Inc.www.pharmaceutical-marketing-

coach.com

Contact me on LinkedIn, Twitter (@pharmacoach), and FaceBook.

Join the

‘Pharmaceutical Marketing Coach’

Group on FaceBook,

LinkedIn and Ning.


health 2.0 is here. now what? nat bourre marketing 4 health inc. ontario pharmaceutical marketing...

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