Trufflenet health presentation to social media in pharma conference - jan13
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This document discusses how social media can be used as a patient research resource. It provides examples of initiatives that analyze social media for healthcare insights and Trufflenet Health case studies on specific diseases. The case studies examine key topics, influencers, sentiments and unmet needs discussed on social media by patients and healthcare professionals. They find social media can provide insights into patient journeys, risk factors, treatments and more. Contact details are provided for further information.
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Trufflenet health presentation to social media in pharma conference - jan13
- 1. The Voice of the Patient Delivering healthcare insights from social media
- 2. The Voice of the Patient 1. The potential for social media as a patient research resource 2. Some industry initiatives 3. Trufflenet Health case studies
- 3. What Social Media is good for Listening Talking Supporting Energising Embracing Develop- Research Marketing Support Sales ment Source: Li, Charlene and Bernoff, Josh. Groundswell: Winning in a World Transformed by Social Technologies, Copyright 2008 Forrester Research, Inc.
- 4. Some basic questions Do healthcare professionals and patients talk online …? Can those comments Will that analysis and conversations be deliver actionable found and analysed? insights?
- 5. Answers from Latin America Growth in conversations about a specific disease on social media
- 6. Why listen to Social Media? Understand Find audiences influencers Understand Patient Crisis markets Journey monitoring Evaluate Reputation campaigns management
- 7. When to listen to Social Media Ph I Ph II Ph III Pre- Ph IV Pre-Clin Launch YEAR 10 22 R&D Launch Patent Expiry Understanding the market Protecting the brand Shaping the product
- 9. Who is doing what? healthmap.org mines news websites, government alerts, eyewitness accounts, for illness outbreaks reported around the world 9
- 10. Who is doing what? MappyHealth Condition: Pertussis Social Noise Zone
- 11. WHO IS DOING WHAT 11
- 12. Who is doing what? National Science Foundation
- 13. Case Studies
- 14. Case Study 1: Patient Journey Understand Horses for Courses markets Find influencers Engage & Influence Evaluate campaigns Market Comparison & Patient Journey Evolution
- 15. Case Study 1: Patient Journey online discussions during the lifecycle of the disease Treatment Diagnosis Side Effects Facebook Healthcare forums / Symptoms Quality of Life Social Prevention media: Healthcare forums / Unmet and Risk Twitter / Facebook patient Twitter Needs Factors journey Sentiment Key: Very negative Negative Neutral Positive Very positive
- 16. Case Study 1: Patient Journey Monitoring volume of patient, social media conversations, pre and post awareness campaign Volume of other campaign conversations 20 18 16 14 12 10 8 6 4 2 0 N = 105
- 17. Case Study 2: Neurology Understand Key Channels/Sites markets Find Patients, Care Givers & influencers HCPs Understand audiences Treatments Sentiment Unmet Needs
- 18. Case Study 2: Neurology Top Risk Factors Manganese steel Age Elderley and middle age onset Tea and Coffee Hereditary / Genetic susceptibility Insomnia Carbonated beverages Natural pesticides n=392 Managing diet
- 19. Case Study 2: Neurology Preventative Diet - apples and blueberries Measures Omega-3 fatty acids Red wine in moderation Avoiding garlic and curries Drinking coffee Regular neurological check ups n=129 Meditation / Tai Chi
- 20. Case Study 3: Dermatology Understand Key Opinion Leaders markets Find influencers Unmet Needs Understand audiences Market Comparison Everything hurts. #HidradenitisSuppurativa I hate you.
- 21. Case Study 3: Dermatology Conversation by Country Other countries 24.0% Netherlands 0.70% Australia 0.80% Canada 1.30% United Kingdom 3.80% United States 69.40% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% n=1000
- 22. Case Study 3: Dermatology Conversation by Twitter 28.30% Platform Forums 24.20% Blogs 16.10% General 17.20% YouTube 9.30% Facebook 3.40% Flickr 1.00% n=1000 News 0.50%
- 23. CONTACT DETAILS Kevin Savage Janet Gunner @K9Savage Trufflenet Health Kevin.savage@trufflenet.com 12 Suffolk Street London SW1Y 4HG T: +44 (0) 20 7812 6565 E: info@trufflenet.com E: janet.gunner@trufflenethealth.com www.trufflenet.com/health