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Communicating Risk Using New Media Technologies Jonathan Richman Director of Strategic Planning, Bridge Worldwide Author, Dose of Digital @jonmrich
THE SAFETY WARNING FOR CURITAL
 
 
 
The Situation ,[object Object],[object Object],[object Object]
HOW DO YOU COMMUNICATE THIS TO THE WORLD?
TRADITIONAL APPROACH
TRADITIONAL APPROACH
NEW APPROACH
NEW APPROACH?
SEARCHING FOR SIGNALS
 
Source: Nielsen BuzzMetrics, Personal Communications Total healthcare discussions (~1,350 sites): 82,697 per day 1,840 per day WebMD alone:
 
 
SHARING THE NEWS
A Massive Shift ,[object Object],[object Object],Source: The Social Life of Health Information, Pew Internet, 2009
A Massive Shift ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: The Social Life of Health Information, Pew Internet, 2009
A Massive Shift ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: The Social Life of Health Information, Pew Internet, 2009
Traditional Approach
NEW APPROACH
Your Options
Your Options
Your Options
Your Options
Your Options
Your Options
Your Options
Your Options
Your Options ?
Your Options
Your Options
 
 
 
 
 
 
 
 
Social
 
 
 
 
 
 
 
 
 
 
 
October 2008 - June 2009
October 2008 - June 2009 2,258,706 clickthroughs
October 2008 - June 2009 2,258,706 clickthroughs
 
 
 
 
 
About two-thirds of online European physicians use Wikipedia as a medical resource monthly or more often – and they’re even recommending it to patients.   –Manhattan Research
VS
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Your Options
Communicating Risk Via New Media ,[object Object]
Communicating Risk Via New Media ,[object Object],[object Object]
Communicating Risk Via New Media ,[object Object],[object Object],[object Object]
Communicating Risk Via New Media ,[object Object],[object Object],[object Object],[object Object]
Communicating Risk Via New Media ,[object Object],[object Object],[object Object],[object Object],[object Object]
Communicating Risk Via New Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Communicating Risk Via New Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Contact Me ,[object Object]
[object Object],[object Object],[object Object],[object Object],Contact Me

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Communicating Drug Risk Using New Media Technologies--Dose Of Digital

Editor's Notes

  1. And there’s quite a bit for them to find. Nielsen BuzzMetrics tracks more than 1350 sites, blogs, forums, and discussion groups. On average, there are about 83,000 new discussions per day. On WebMD alone, this number is 1,840. Point is, they’ve got a lot to sift through and pharma companies have a lot of areas to track.
  2. These are both “paid” options
  3. These are both “paid” options