social media in healthcare › userfiles › 10-hanne grams.pdf · draft for discussion – not for...
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Hanne Grams, Head of Digital Excellence for Europe & Canada, Takeda Pharmaceuticals International AG
Social Media in Healthcare
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION 2
Social starts a revolution
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION
2010: Nestle spurs a social storm
Uploads a video
that receives
<1,000 views
Has it removed
from YouTube
Re-uploads to
Vimeo and spreads
the word on social
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION
2010: Nestle spurs a social storm
100% sustainability
Nestle commits to
by 2015
Receives thousands of
negative comments on it’s
Facebook, Twitter pages
Video now has
> 1.5 million views
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5
What will it take?
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION 6
Pharma is still
playing it safe
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION 7
Same content, different day
CONTENT
THEMES
29% Disease awareness
Corporate social responsibility (CSR) 13%
Corporate (company news) 25%
19% Congress
3% Other
8% Product and research updates 2% Pharma industry news
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION 8
Pharma is slowly moving into the Social Space
2014 2015 2016
0
100000
200000
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION 9
Outside the industry
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION 10
Pitfalls and Trailblazers
PITFALL Kim’s missing ISI brings a
Warning Letter from the FDA
TRAILBLAZER Allergan’s #ActuallySheCan generates
organic celebrity involvement
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION 11
The way forward for pharma
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION 12
Provide a platform for sharing
01
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION 13
Engage your customers where they are
02
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION 14
Support education in physician social communities
03
52% are interested in interacting
with pharmaceutical
companies on social media
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION 15
65% are interested in engaging
with pharma over social
media for clinical data
Support education in physician social communities
03
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION 16
60% say social media improves
the quality of care delivered
to patients
Support education in physician social communities
03
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DRAFT FOR DISCUSSION – NOT FOR DISTRIBUTION 17
1. http://www.thenational.ae/news/uae-news/facebook-and-twitter-key-to-
arab-spring-uprisings-report
2. https://www.talkwalker.com/resource/case-
study/pharmaceuticals/Pharma-Social-Media-Top-20-Pharmaceutical-
Companies-Ranking.pdf
3. http://www.smartinsights.com/social-media-marketing/pharma-industry-
uses-social-media-infographic/
4. http://thesparkreport.com/infographic-social-mobile-healthcare/
Resources
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