Finding Healthcare via Social Media

I attended the first-ever Connecting HealthCare and Social Media Conference (#hcsmny) conference last week in New York City. A joint effort between the NYC Health Business Leaders, Mayo Clinic, and Continuum Health Partners, the conference was a 1.5-day session jam-packed with great information on leveraging social media in the broader context of health care.

The word "pharma" was not uttered once during the conference. But I'm a pharma marketer, so why did I attend this conference, you may ask?

Here's why: If we are truly looking at things from the patients' perspective, we need to understand their entire health care experience. In truth, medications are only a small part of a patients' health care journey. Co-mingled with medication decisions are doctors, nurses, hospitals/clinic experiences, payers, peers, caregivers, and a whole host of other experiences and influencers. This conference helped me better understand the perspective of the patient, the physician (especially those that see the promise of social media) and the hospitals (who have just as many challenges as pharma - if not more - when it comes to engaging).

There was tons of great information shared from physicians, patients, and social media powerhouses such as Mayo Clinic. But today I'd like to share two key "a-ha" moments from the patients' perspective. I've already found myself relaying these stories to several people in our industry - they are truly a sign of the times ...

1. Mom/patient Loring Day spoke passionately on a panel with her orthopedic surgeon, Howard Luks, MD  (See their bios here) Loring's story is interesting in that it was actually 

   

   Loring Day

   Dr. Luks that introduced her to social media. Dr. Luks said his social presence enables him to "humanize his practice and share knowledge beyond the four walls of his office.” Dr. Luks advised Loring to get involved on social media, and referred her to his blog. Loring explored, and quickly saw the value in Dr. Luks blogging about information relevant to her. She understood that she was getting a lot more information and value out of their relationship. She was so hooked, in fact, that when it came time to find a pediatrician for her baby, a social media presence was an absolute pre-requisite. After she'd explored and interviewed a number of very good pediatricians, she chose her doctor based on the fact her doctor had a blog. How's that for an empowered patient? 
2. At one point an audience member relayed his story of being new to New York City and in need of a physician referral for his plantar fasciitis. How did he find a doctor? He looked at reviews on Yelp! Yelp is an online review site where many people go for information and reviews on restaurants, shopping and nightlife. It turns out that a site where you might find the best pizza in town is also where patients are finding their next doctor. How long before a pharmaceutical or treatment category is created on Yelp? Are you prepared for it if they do?

These were just two examples that really resonated with me as I think about how social media has changed the way we communicate and seek information and services -- yes -- even services as critical as choosing a physician or researching a medication. While they are anecdotal examples, I do see them as a sign of the times and an important lesson in the larger picture of how patients experience - and expect - the best all-around health care possible.

Congratulations to Bunny Ellerin and all the speakers on a fantastic grassroots event.

Confessions of an iPad Convert

I’ll be the first to admit: Two years ago when Apple announced its iPad, I was somewhat skeptical of its true possibilities.

Was the iPad just another shiny object that the techies were excited about? Would its newness wear off? Would pharmaceutical companies adopt it at the pace of the rest of the medical community? Or would pharma take its usual “wait-and-see” approach? (And why did Apple name it after a feminine hygiene product, anyway?)

It’s now April 2012. We’re on the third generation of iPad. The iPad-related RFPs keep rolling in the door here at Intouch. And just about every pharmaceutical company I talk to has converted – or is in the process of converting – their sales force to the iPad.

Thousands of iPads are literally in the hands and bags of pharma sales reps around the world. And there’s no sign of that momentum slowing down.

I’ll admit it: I have been pleasantly surprised. I can say - for the most part - iPad has lived up to its hype. I can say I'm proud of the pharma community for seizing the opportunity to innovate the way it communicates with HCPs. And over time, as we’ve churned out more than 70 apps into the hands of reps and HCPs, I can also say, “I get it.”  I've seen the promise of iPad come to its fruition.

Here are just a handful of reasons why:

• iPad simplifies the complex. Done well, layers upon layers of data can be rendered, represented, and re-sliced within a single screen. Complicated modes of action spring into action visually. Familiar imagery takes on new life.
  
• iPad invites interaction. Invite a physician to self-navigate through building a patient profile on a rep's iPad, and watch how much more engaged they are in the experience.
  
• iPad caters to different needs and styles. The flexibility of the iPad detailing experience creates limitless possibilities to customize each interaction.
  
• iPad is a gift that keeps on giving. Updated data? Label change? No problem. Unlike the "design/print/ship" paper detail days of yore, iPad can be updated as quickly as you can get organized. Whether its a change to a current app or the creation of a new one to keep things interesting, iPad enables reps to present accurate, compliant, fresh information.

It's important to note that its not the iPad device alone that improves the rep-to-physician exchange. The approach, the design, usability, functionality, and content must all come together to fully leverage the possibilities of the device. Without a thoughtful and purposeful approach, iPad is just a piece of metal with a fancy screen.

I know there are many out there that were iPad fans from the beginning. But is there anyone else out there willing to admit they were skeptics at the start? ... Anyone willing to admit they are still skeptics today? Or is everyone - like me - now an iPad convert?

Bridging Gaps Between Patients and Pharma

At the CBI iPharmaConnect Conference today in Philadelphia I enjoyed hearing a panel of patients speak openly about bridging the gaps between the pharma industry and the patients who depend on their products. These women are regular contributors on HealthCentral; in the past I’ve heard similar panels from patients that are part of WeGoHealth.

No matter the affiliation, the conference, or the disease state they represent, the perspectives provided from these panels are always enlightening. The room is always riveted and respectful.  The healthy reminders and a-ha moments are aplenty. I often wish I could bring these amazing patients back to our agency and clients to share their knowledge, wisdom, and insights. Surely we would all be more empathetic communicators for it.

One topic I’m always personally interested in is what the pharmaceutical industry can do to repair its poor reputation. On this topic the panel had many opinions. Here's what they had to say:

1. Much of the cynicism towards pharmaceutical companies goes back to cost. The drugs are expensive and people are hurting.
2. Pharma companies must provide more transparency, education, and information around the cost of bringing a drug to market, and that might help with issue #1 above.
3. Bringing forward the people and faces behind and inside the pharma industry could go a long way towards humanizing the industry. They, too, are moms, sisters, uncles and – often – patients themselves.
4. Pharma companies should work together better and be less competitive with each other.
5. Collaboration is critical.
6. Commitment is key.
7. Recognizing patients as individuals – as opposed to a mass audience -- is very important.
8. Most pharma companies provide a lot of support for the patients that use their products (financial and otherwise). But most companies aren’t doing a great job of getting the word out about those programs.
9. It could be as simple as this: Do the right thing. Tell the truth.

It struck me that pharma’s involvement in social media could contribute towards remedying almost all of the concerns above. Especially in a model where a company is actively and transparently engaging in two-way dialogue with patients, the exchange could go a long way towards bridging these gaps. It wouldn’t happen overnight or en masse. But I believe social media exchanges between pharma and patients holds tremendous potential for promoting a better understanding of each other.

Speaking of social media, you can follow several of these patients on Twitter (see below) and check out what they're talking about on HealthCentral. I’d encourage you to do so. You just might learn something.

Lisa Emrich - https://twitter.com/LisaEmrich

Amy Gurowitz - https://twitter.com/mssoftserve

Amy Hendel - https://twitter.com/healthgal1103

Also thanks to PJ Hamel!

Related posts:
A (Hypothetical) Letter to Consumers from Pharma
What if Every Marketer Had the Disease?

Photo credit: @BlackburnPhoto