The study sets out to examine how patients, consumers and physicians are using social media to facilitate discussions related to diabetes. Discussion related to diabetes are taking place and the study also demonstrates that the location of tweets indicates are happening at a global level.
Pharma needs to stop pushing their message, and listen but really listen to what people are talking about. This is where social listening becomes a very important component to understanding the patient journey and to the digital strategy roadmap.
#Patients are already sharing personal info about their health experiences w the drugs they’re taking, & you should be listening. #DigPharma
The Epipen pricing controversy (or #epigate), along with Turing Pharmaceuticals’ Daraprim pricing scandal (beginning of 2015) and the Theranos’ scandal (earlier 2016), have eroded any trust within the pharmaceutical sector. Even if a company was not directly involved, the scandals did have a domino effect on the entire sector.Pharmaceutical companies, today more than ever, have a social role. By this I mean they need to be companies that develop high quality drugs at a reasonable price.
I see this still being thrown around within pharmaceutical companies, and most pharmaceutical companies are still struggling to launch successful campaigns. This is due still the siloed organization within pharmaceutical. (Please read my post on “Which department owns social media in a pharmaceutical organization?” ) For true success you need more integration.
Pharmaceutical sector, like the healthcare sector in general, have what I call the “I am different” attitude. We live in digital-first world and it is very sad to see 3% of global pharma promotional budget going to digital.
GSK’s Matt Lasmanis notes that while we live in digital-first world, only ~3% of global #pharma promo budgets goes to digital #DigPharm
The 3D approach: Discover hot to effectively engage with patients and providers at the moments that matter most; Design customer experiences that align content, messages, and media to build a mutually beneficial relationship; and Deliver those experiences consistently, superbly, and efficiently.
McKinsey research shows that companies that are most advanced in integrating their digital strategies into their business model (referred to as Digital Quotient) also show a growth in revenues.