Category Archives: Social Media
Today there was another #hcsmeu tweetchat on the topic of what has changed over the last 10 years, and what will be different in 10 years time. I was really excited to be able to participate in the chat, especially as #hcsmeu tweetchats are what really got me into Twitter and introduced me to a fantastic group of like minded people, many of whom I have become good friends with.
I think we have seen a great deal of change over the last 10 years. Today most pharma companies are on social media, whereas 10 years ago it was still seen as this big scary monster by many of them. Now as to whether they are doing social well that is another question. I think what we have seen is more join, and more engagement, but I think also that some of the pioneers have stalled, and I would say many are just joining a status quo rather than trying to push and pioneer new ways of engagement to benefit patients and other stakeholders. I should not grumble as 10 years ago I dreamt that so many would be active!
However what I would like to see now is more involvement by and for relevant stakeholders. Social media in pharma is still the stronghold of Corporate PR. I question though that given how mainstream social media has become, but also the value it brings to stakeholder engagement, should we not be seeing more medics and patient advocates (working for pharma companies) involved and active? Surely patients want to hear from other patients, and medics want to engage with other medics?
Also talking of engagement, there are still far too many pharma companies which do not really engage, but just use social as a push or PR channel. Novartis’s Facebook is a case in point – they have not enabled commenting to their wall, presumably because they do not want that two way engagement with stakeholders in this channel. Is that wise though in this day and age? What does that say about a company that still does not want to engage with stakeholders via social media?
The other big change over the last 10 years has also been the change in technology. Today most of us access our social channels via mobile phone – and we really are able to engage from wherever we are at whatever time we want. We are no longer shackled to our laptop or PCs. This is particularly useful around congress, and is why we now see more “participation” at congress happening online that at the actual physical event, whilst at the same that participation is being driven by people at the event on their mobiles. Patients now also have access 24/7 from wherever they are to social media support – this could also potentially be truly life saving for some.
So what will change in 10 years time? Technology of course! I think we will see greater use of AI (thanks @Lenstarnes for flagging this one) for starters. I think we will also see a far greater blending across technology, for example the blend of VR with social media (and not just for gaming). I think we will start to see VR social media patient communities – bringing people together in a new virtual world, whether for support or education.
I think, and hope, the way organisations are structured to deal with social media will change. I would love to see patient advocacy teams grow within pharma and see them being much more involved in driving social media (not just participating) as well as social media engagement becoming part of medical’s daily job.
Finally I hope that in 10 years time we are still having great #hcsmeu tweet chats and that that awesome community of people are still there, engaging and chatting. Perhaps though with some new blood to drive new discussions. Will those chats still be happening on Twitter? Who knows but I look forward to being part of the discussion wherever it is!
As I sit here checking out my Facebook page and the BBC news it is hard to get away from the whole Donald Trump thing and the doom and gloom that surrounds his inauguration. As a staunch supporter of the environment I find myself terrified at the implications of a climate change denier running one of the world’s largest polluters, especially as he has filled his cabinet with fossil fuel executives and fellow deniers.
As more and more countries join the battle to try to stop climate change, including China and India, both traditionally countries with very bad records in terms of environmental damage and pollution, it felt like there was some hope and we might be able to turn the tide of environmental destruction and climate change. Much of Trump’s rhetoric has felt very protectionist and isolationist, suggesting an America that can just go it alone without any concern for the rest of the world. Whilst this may be fine for some things, when it comes to the environment and climate we are all interconnected and each country impacts the rest of the world. What Trump does in his Ivory Tower (or indeed any other world leader) has an impact on the death of our oceans and our global biodiversity.
So … this is all frightening and depressing. There also seems to be no way of getting away from all this doom and gloom as everywhere we look the world is talking about Trump. But wait … there is hope! There are people out there battling against the doom and gloom and offering a glimmer of a smile. There are people still sharing funny cat and dog videos! As I watch these I am able to take my mind off the potential disaster that looms. I also find that I do not have to log off the internet and become a digital hermit for the next days to years – there is more out there! In fact here are a couple of my favourite funny cat and dog videos to help in this fight against the doom and gloom:
Laughter aside the above does raise a really important point – how pervasive the internet has become and how global it has made us all. Whilst US presidential elections or large national disasters have always made the headlines, in the past we could just ignore or walk away by not watching TV or reading newspapers. The internet has now made that just that bit harder and it has also turned very national news stories into global stories. Whilst we are all watching the US presidential inauguration there are other national stories that are making global news, such as the Italian earthquake or the IS destruction of Palmyra. The internet has made our world that bit smaller and has made us aware of the impact of some national news has on the world as a whole. Frankly it can be overwhelming and depressing. All the more important therefore that we also share the happy and funny stories. Laughter is critical for our health and we need to balance the bad news with the good, the sad with the happy, and make sure that our internet activity also offers this balance. So go ahead and share that funny video! Bring some balance back into our internet viewing and make sure we continue to smile despite all the world’s woes. But remember … animals can be jerks too!
This week, like thousands other around the world, I have been deeply moved by all the final messages that have been coming out of Aleppo thanks to Twitter. It really has moved me to tears reading these tweets that have been sent from what must surely feel like hell. It is heartbreaking to read these tweets that these desperate men, women and children are sending, detailing the horrors of Aleppo and in many cases saying their final farewells. Through social media we are able to hear their messages, we are able to follow and stay informed about life in this war zone from the civilians trapped inside.
On the one hand this is truly remarkable – especially given the besieged state of the city and the lack of western journalists in the city. Through social media we are able to hear first hand about what is happening – not through the words of professional journalists but by normal civilians trapped in the city. Local self-taught journalists have also been sending out reports, including drone footage of the devastation on the ground. Social media truly is placing the power of reporting news into the hands of ordinary people.
However there are also downsides. How totally demoralising and distressing it must to know that people are reading your tweets, your desperate pleas for help, and to know that you are able to tell people about the hell you are experiencing but to receive no help. To feel so powerless that you resort to sending final farewells out to a big wide world that does not seem to care – that appears to only read but not act.
Similarly as one of those people reading these tweets it is also distressing. I can only read the tweets but I am totally powerless to do much. I can sign petitions or contact my MP and demand action but I know that for many of those tweeting from Aleppo any help will come to late. I also realise that mass global outrage, as seen also through social media, appears to do very little and has not resulted in governments stepping in to stop this slaughter.
I only hope that those sending those tweets find some comfort in knowing that we out here in the world know of their suffering and that we hear their plight, even if we are powerless to do anything. I also really pray that those who send those final goodbyes will live to share their stories from safety and will be able to share their stories on social media post war, as they rebuild a country totally ripped apart by a brutal, senseless and disgraceful war.
Finally, being the animal lover that I am I also have to offer a prayer for the “cat man of Aleppo” and all the stray cats he cares for. Again thanks to social media we have been able to follow the amazing work this ambulance driver has been doing. With so much human suffering going on we often forget the animals that are also caught in this hell. They have no voice and no way of sharing their anguish and terror with the wider world. One very brave man though is there to be their voice and to care for them. When many fled he stayed to care for all the abandoned and stray cats showing the most incredible bravery. The pictures that he shares over Twitter also break my heart but there are also some heart-warming ones such as the little girl playing with a kitten that she adopted from him. What will happen to Alaa and his cats? I have no idea but I will continue to follow him on Twitter and hope that their story has a happy ending at the end of all this horror.
This week I saw a really powerful video called “I had a black dog, his name was depression” which was developed by the WHO to talk about depression. Despite this video being a bit “long” at just over 4 minutes I watched it through to the very end. As someone who has had my own issues with the black dog over the years the video really resonated with me.
I have certainly had to make compromises in my life as a result of depression. Whilst people at work have never really seen the impact of my depression, my friends have. This is because when you suffer from depression you work really hard to hide it and to carry on and invariable you have to prioritise your energy. For me work has always won that prioritisation but that means that at the end of the day I had no energy left to meet with friends. In hindsight this may have exacerbated things as I had no one to talk to and just fought my battle on my own.
Today however things are different. Firstly I found out that my depression was actually a symptom not a stand-alone disease (it was in fact a result of my Hashimoto’s, for which I am now getting treatment). Secondly I decided that as someone who works in the healthcare industry I have a duty to stand up and be a voice for patients, to help break down the social stigma and the silence that goes with this, and many other diseases. I stopped making excuses to my friends (I’m busy, I have a cold, etc.) but become open and if I could not go out because of depression I told them. I was amazed at just how many of my friends then also came out and told me they too had had their own battles with depression. We started talking and it often really helped.
The other big change though that I have seen since my first bout of depression in my early twenties is the impact of social media. When I once posted on Facebook about it I had friends PM me to tell me how brave I was but also how it helped them to hear that they were not the only one having these battles. I did not think I was brave – I think I was just being passionate about the my obligations as a patient who works in the healthcare industry.
Social media also provides people with a forum where they can talk to others, anomalously if they want, and get support when they need it. I myself have written in the past about my involvement in talking a Facebook friend down from suicide via a Facebook group. The lady in particular had set up a closed group called “Goodbye” where she shared that she had had enough and had decided to end it. Members of the group included people from the US, Europe and Australia, so we really were able to provide her with 24 hour support. We were there for her and provided her with the friends and support she did not have offline, without which I am sure she would no longer be here today. Social media really did save a life.
The other benefit that I believe social media is bringing is to help break down the stigma and enabling people to talk openly, and show their support. By moving depression out of the dark and into the public domain it can help patients, and give them the confidence to talk to people and seek help. Knowing you are not alone can in itself be incredibly impactful.
Finally another thing to remember about depression is that it is not just a developed world problem. Not surprisingly depression is a huge issue in war torn countries or where people do not have a balanced diet (as is the case in areas of extreme poverty). In these countries however the stigma is still very big around depression and talking about health problems, and here having access to an online resource where you can be anonymous can really have a huge impact. Slowly as more people in these countries get access to the internet we may hopefully start to see technology starting to help improve the lives of patients in these countries.
We still have a long way to go to break down the stigma surrounding depression and mental health but social media is helping. The positive results should be seen not only in terms of patients quality of life but also economically as people get the support they need to be able to function and be productive at work. I personally never took a sick day because of my depression but I know many people who have. Reducing those sick days would be another great ROI for social media!
The fabulous Hope for Romanian Strays guest blogger Don has vanished! Can you find help him? He decided to take a Face-cation (a vacation from Facebook) but we now need him back to help with the charity birthday celebrations! We need your help to keep an eye out for him and share your photos of Don if you “spot” him – perhaps during your own vacation somewhere – being sure to include #WheresDon and the Hope for Romanian Strays logo in your photo too (#wheresdon).
This fun little campaign actually has a more serious side to it – we want to raise awareness of the Hope for Romanian Strays brand as the first part of an awareness campaign for our charity. Hope for Romanian Strays is a small, volunteer run, charity that rescues stray dogs in Romania. The campaign will be rolled out in a couple of stages, with #WheresDon as the first stage. This will be just one of the many initiatives we are launching for our 4th birthday, and was in fact inspired but a few complaints from some very active offline supporters who believe very strongly that the use of gamification and humour are totally inappropriate in the serious world of animal rescue. The fact that many large charity use these techniques successfully appears to be invalid. They do the most amazing work offline I might add and whilst they do not respect the work I do online I certainly respect the work they do offline.
So do you want to help us find Don and get him back in time to help with our birthday celebrations? I hope so! All you have to do is use a tool such as Pizap to photoshop Don into one of your own photos, such as a holiday snap, also add our logo (very important!) and the text #WheresDon. Once you are happy please share away tagging or mentioning the charity. If you like you can also use other relevant hashtags like #animalrescue etc.
Or perhaps if you “can’t find Don” you would prefer to photoshop in one of your own Romanian rescues? That’s fine too as long you include our logo and #WheresDon in the photo!
So please get busy and join the hunt for Don! Let’s see if we can find him and raise some awareness for Hope for Romanian Strays and at the same show that there is room for other ways of raising awareness and funds and that gamification and humour can in fact have a positive impact for a charity. Of course if you would rather just donate money to the charity instead that’s great too – the charity paypal is email@example.com! Just mention #WheresDon when you do so we know that this worked 🙂
This morning I spotted an article in The Telegraph about how patients may have been fitted with faulty hip replacements due to a manufacturing error at the De Puy plant. According to the article De Puy is not being exactly responsive in answering questions on this and may have known about the problem for some time. Ill fitted hip replacements can be very painful for patients and can even be a patient safety issue.
For me a few things sprung out of this issue. First and foremost no healthcare manufacturer should ever ignore potential patient safety issues and if De Puy knew about this flaw they had a duty of care to their patients to inform the regulators so that said patients could be closely monitored for potential problems. We were all appalled by the recent car scandal where manufacturers lied and tried to ignore a manufacturing fault – but if De Puy did knowingly ignored this problem then they too deserve the same villification, if not more. After all here we are talking about surgically implanted devices not cars – and a potential direct risk to patient safety. After the healthcare’s efforts to address its reputation problems I will also be disgusted if this turns out to be another example of “big bad pharma” (whilst De Puy is a device company it is owned by pharma’s J&J).
Shocked at this news post I naturally went straight to the company’s home page to see if there was more news. Afterall if I were a patient or had a member of the family with a De Puy hip joint I would presume that the company has posted something to their website to provide me with information. I would also do the same if I worked for the media btw. I was therefore very shocked at what I found on their website.
According to their website they are inspired by us (I read that as including patients) and listen to patients and yet there is no option for patients on the website! As the image below shows they are only interested in HCPs, job seekers and vets. What about the poor patients? And indeed what about the general public and media?
In this day and age not having a general information website open to the public is questionable to say the least. This is doubly the case for devices which do not face the same strict regulatory requirements as pharma. Now clearly HCPs are the company’s main stakeholders, which is fair enough, but with most people now turning to the internet for information, including patient’s friends and family, it seems ludicrous not to offer up some general information about the product that is going to be surgically implanted into the patient. My mother is likely to need a hip replacement in the near future and I will want to know all the details about the product, including the manufacturer, and I will visit their website and expect to find information there.
This is of course also an issue today with new of a faulty product hitting the news. How can I trust a company that is apparently selling faulty hip replacements but refuses to acknowledge its end users the patients? How can I trust a company that refuses to communicate with me – even if only to tell me that due to regulatory requirements they cannot share certain information?
The other thing I did was to check their Twitter handle – again an issue like this raises questions I want to ask the company via my medium of choice, i.e. social media. Whilst it looks like someone has secured the Twitter handle that is as far as it goes. Whether it is De Puy or someone else who owns this is unclear but either way this looks bad on De Puy. Firstly if someone else has secured the handle then shame on De Puy for not having noticed this and resolved this issue. If it is their handle then at least take ownership and make it look formal and just state that you have not launched it yet. As it is it just further adds to my bad impression of De Puy.
I know I am just an insignificant carer and my mother just another patient but I for one will be talking to my parents about this and suggesting that if their surgeon suggests a De Puy product they ask for other options. I for one do not trust this company to insert a device into my mother. I wonder how many other carers and patients will feel the same as a result of today’s news and today’s lack of transparency from De Puy?
This week I had the immense pleasure of attending SMI’s Social Media in the Pharmaceutical Industry conference. As always I enjoyed the event, catching up with many of the #hcsmeu twitterati and hearing insights from the industry and patients.
The event started for me on Tuesday as I led a workshop looking at how pharma can successfully engage using social media (you can find my presentation here). With a small group we discussed some of the common issues that we still face in this space, for example internal barriers, lack of adequate process and poor understanding of this channel.
Most of these issues have been around for many years now and it does sadden me that they still need to be addressed in so many pharmacos. On the other hand it is great to be able to have a much richer and deeper set of case studies to use in the battle in bringing some of these barriers down. “We can’t because of regulations” clearly no longer cuts it – regulations have been clearly shown to not be a barrier. Another element that appears to still be an issue, and which saddens me greatly, is the view that social media does not need to be approached strategically. Whilst I am a huge advocate of pharma companies getting involved in social media I do not condone or recommend doing social media for the sake of it. There does need to be a clear strategy and plan – otherwise you are just taking pot shots in the dark – and frankly doing any form of business, marketing or communication without a strategy is just plain old bad business.
I was very happy however to see on Day 1 of the conference Stine Sorensen from Lundbeck discussing strategy, and not only its importance but the importance of having a regularly updated strategy (in this case she updates it every 6 months). I was also very happy to hear Stine mention that she now has the review & approval time for social media content down to 25minutes. I have had quite a few clients tell me that 24 hour approval times are unrealisitic so it is great to be able to counter this with the fact that quite a few companies now have process in place for near-to-live response. Not being able to respond very rapidly due to inappropriate review & approval process should no longer be a barrier (and mini self plug – I can help you work this out). In fact Stine supported everything I always say – there is no longer any room for excuses around not doing social media. Those days are gone and, as her slides so beautifully shows, excuses are useless!
Another great presentation was given by my friend Jackie Cuyvers, who recently left ZS to set up her own social listening company. Jackie is an extremely experienced social listener and she now specialises in doing global / local listening. Besides flagging the importance of asking the right, business questions, she talked us through some of the implications of social listening, in particular some of the linguistic and cultural elements that we tend not to think about. She mentioned how even in the same language there are big differences across countries and groups in use of terminology. In the UK for example “pants” means something quite different from “pants” in the US (underwear versus trousers) or the term “good crack” which means different things in the US and Ireland. She also made the point that just translating content directly often totally overlooks cultural nuances and local idiosyncrasies. In English for example we use the term “kick the bucket” but in Slovenia the translation of this term would be “whispering with crabs”. This has potentially huge implications on companies running social listening research, especially if they are dependend on pure technology or English language researchers. I also loved the fact that Jackie got an image of a dog into the conference – tres social!
One emphasis that came through throughout the conference though was the importance of patients and the incredible role they play, and the huge value that social media brings to them. The event was actually kicked off by three fabulous ladies, Birgit Bauer, Silja Chouquet and Marlo Donato Love who shared some great insights from a patient’s perspective and mentioned one of my favourite quotes “patients are the most underutilised resource in the pharmaceutical industry”. They talked about the importance of getting patients involved and the role they can play in working with pharma. Silja then also went on to talk about patients participating and “attending” medical conference virtually via social media. In fact she raised the point that whilst doctor’s are the main participants online at conferences patients are also increasingly getting involved as they search for more information on their conditions. She also made some great points about the futility of pharma’s current approach to using promoted tweets and how this is potentially going to be a big issue resulting in dilution of high value content on Twitter.
Perhaps a highlight for me though was Trevor Fossey who talked us through the impact of digital on patients and the NHS. I was nearly crying as he told us that he has access to his NHS medical record online, and that of this wife for whom he cares, and that as of 1st April every NHS patient has a right to access their medical record online. OMG! As a UK patient, with a chronic autoimmune disease, not having access to my medical records has been a big issue. I have been to numerous doctors, privately in the UK and abroad, and have never been able to show them my NHS blood results as I did not have access to them. Of course the fact that I now live abroad and don’t have a GP means in all liklihood I still won’t be able to access them but the realisation of what this means for other UK patients, including my elderly parents, was profound. Trevor mentioned some fantastic points about how impactful empowered patients really are – and how much money they save the NHS. I can tell you I was certainly not the only person in the room blown away but Trevor’s presentation – despite being a room full of digitally savvy people none of us where aware of our right to access our medical records online. Trevor found himself a whole group of advocates at the event (I for one have alreay shared to news to all my UK friends and family).
There were so many other great presentations, such as Letizia Affinito who showed us some great non-pharma case studies, and Pinal Patel from BMS who showed us how they are using social media in clinical trials – and more importantly how they are listening to patients and adapting their process in response to patient feedback. An awesome point was made that often once a trial is over patients are just left alone – but really we should be thanking them and sharing the results with them (something BMS plans to do now thanks to feedback). Charlotte Roth from Actelion also gave the Corporate POV around social media, bringing an additional dimension to the conference, while Liz Skrbkova shared perspectives around multi-channel engagement and online influencers. I also have to add that IMHO Liz was one of the best dressed ladies at the event 🙂
Last but not least was the pleasure of meeting all these amazing people and having some great discussions, including over wine and dinner. Dinner also gave me the opportunity to catch up with a couple more of the #hcsmeu and the next day I was able to sample some of the most amazing cocktails at the Alchemist in the evening. Afterall what would a social media conference be if it didn’t include the “social” bit!
Last week I wrote about the hopeless task I faced in trying to find homes for 60 Romanian rescue dogs who were about to lose their shelter. I truly did not think we could save them. I certainly did not think we would be able to find places for the very traumatised ones – who would want to give a traumatised dog a 2nd chance? I thought perhaps we could find a few homes for the sweeter gentle ones. I hoped that through social media we could find those few places and maybe raise enough funds to rescue these poor dogs.
Then the ball started rolling. A few more people joined the group and offered help. All of a sudden we had an offer for 15 places in a shelter in the UK!! My heart stopped – could this really be happening? This would be truly amazing! Sadly hurt ego’s resulted in this offer being withdrawn – we were gutted. But we got back to looking. Slowly more offers poured in. A couple of dogs were offered a place with one shelter and couple more were offered a place with a foster and a few lucky ones got offered forever homes. Now just over one week later we have found places for 32 dogs! I would never in my wildest dreams have thought this possible. I am totally utterly humbled by the out-pouring of offers of help. Thanks to the power of social media we have managed to pull of a near miracle. Thanks to people all over the world pulling together, sharing these dogs photos, posting on their walls, tweeting and ringing around we have managed to save the lives of 32 dogs in less than 10 days.
However in order to make this a total miracle we need to find homes for another 15 dogs and we need to somehow raise funds to cover the cost of transport. The cost per dog is €120 prep fee and then around £150 for the transport. A few dogs have been sponsored or their adopter are paying but for all the rest we have to pay. That is a very large some of money. So again I am hoping that social media can truly bring about this miracle. If by sharing and posting we can find 40 people to sponsor one dog or 80 to sponsor half a dog and if by sharing we could find 15 people who could home one of these dogs than we will truly bring about a miracle. So I ask each and everyone of you to share this post. Donate if you can and let me know if you can help any of these dogs in anyway.
You can donate via Youcaring here or via paypal to me: firstname.lastname@example.org (and if you are donating for a specific dog please let me know.
Dogs that still need homes are listed below. Please share for them!
I generally rave about how wonderful social media is but sometimes it can also be devastating. Yesterday I found out that 60 Romanian rescues will be essentially sent to their death on the 17th October. I have been following the care of these dogs on Facebook and have been helping try to find them homes. Their time is now up and they will die. I feel helpless, powerless and utterly distraught.
As you may know I am very active and passionate in trying to save dogs in Romania through my charity Hope for Romanian Strays. My passion is driven by the sheer horror of how the thousands of stray animals are treated, with dogs often beaten to death, maimed by other dogs, poisoned and so on. Whilst the shelter we support is one of the better ones, others are rightly nicknamed “death shelters” – dogs are routinely starved or beaten to death, succumb to disease or are killed by other dogs and the survivors are traumatised and live in poor desperate misery with minimal shelter or food.
All of this horror was unknown to me before I got active on social media. I would perhaps have read the add newspaper article or seen a TV programme, but for the whole I was not exposed to some of the most extreme and brutal animal cruelty in the world. Now I see it on a very regular basis. Needless to say it is always distressing and fuels my passion to help. Despite not wanting another cat I ended up rescuing a second one. Despite needing to save money I donate a large part of salary every month. And despite being overwhelmed with the huge need of my own charity I still also support a few individual women who rescue dogs despite their own meager resources.
It was therefore absolutely devastating to hear this week that one of these rescuers, Anca Florea, was about to have all her dogs evicted. A few months ago Anca’s private shelter was raised to the ground – it was a ramshackle enclosure but she provided food and shelter to some very needy dogs. A group of us got together and started funding private foster places for Anca and trying to find homes. Anca then fell very ill and was hospitalised. Without her constant reminders over Facebook people started to forget about the dogs. The funds for the foster places have all but dried up. Anca took many of the dogs into her own home despite her ill health. Despite having to pay for her healthcare she still somehow managed to feed the dogs – albeit very very little.
Now the 60 dogs are to be evicted. She has the option of letting the dogcatchers come – cruel men paid per dog they catch regardless of how (resulting in many dead and injured dogs). They will take her rescued dogs, who have now known love and warmth, to a death shelter where the old and infirm dogs and puppies will definitely die relatively quickly but miserably. A few of the younger strong ones might last a year or so if they are “lucky” before succumbing to starvation and disease. To Anca this is not an option. When the day comes she will take them to a field and give them a fighting chance on the streets. Sadly the old and infirm and the puppies will almost certainly die. The younger ones, if they are not caught, will have a better chance. The reality is though that on the 17th 60 dogs that were safe will have their death sentences signed. They will face a winter of misery, pain, starvation, disease and eventually a horrible death.
And now I feel helpless, powerless and utterly distraught. The mighty social media that has helped me so much with my health, brought so much benefit into my life now fails me. It opens my eyes to a horrific reality for some wonderful, happy dogs that are loved. I have shared their photos. I have begged for help via Facebook. I have asked people to retweet, repin, repost their photos. I have reached out to everyone I know asking if they know anyone who could help save just even 1 dog. I have failed. Social media has failed me. I have no idea what more I can do. All I can say is I will continue to post, to beg and to pray with every inch of my being that a miracle happens and some place can be found for these poor poor dogs. I will continue to beg you to share their posts, to share their photos in the hope that if everyone shares these photos someone out there will see them and decide to help. That through sharing we can save these lives. That you will help me save 60 dogs in desperate need through sharing this and that in doing so will restore my faith in social media to do good. Will you do that for me and for them?
UPDATE: A fundraiser has been started to raise funds for transport to foster places. Please donate if you can. http://www.youcaring.com/pet-expenses/help-save-anca-s-dogs/246573
I was asked by a twitter friend if I could provide some articles or examples of some of the things pharmaceutical companies are doing these days on social media. I thought why not do one better and just write a post about it? I am always using Boehringer Ingelheim as an example of best practice in social media and in my mind they still are a leader but other companies are also now doing great things in social media. So I had a little perusal on Facebook, Twitter and other channels and have pulled together some of my favourite, none Boehringer, examples from recent efforts.
I though I would start with Pinterest which is one of my favourite pastimes when I am traveling and is often overlooked as a channel by pharma. I love Pinterest because it is so visual and I find it rather fun to post pictures quickly on my mobile while I sit on the bus. Pinterest also happens to be a great platform for driving traffic which I feel is something that pharma overlooks (and do not get me started on pharma and traffic driving failures!). GE has a fantastic Pinterest board covering a range of subjects relating to the organisation. t GE Healthcare does not have an active account itself there are numerous boards within the GE account dedicated to healthcare. I personally find it interesting to see them in with other non-health boards – it is rather like browsing in a bookshop when you stumble upon something you were not looking for but find fascinating. Just like a bookstore GE’s Pinterest account is worth visiting because of the number of “books”, i.e. images, there is always something to find. Many pharma have very concentrated, small boards, so once you have visited you have pretty much seen it all.
I also really like the GE pins as they are very much in line with the image GE is trying to convey and they are successfully integrated with their various campaigns like #GetFit. Many of the pins provide useful information and statistics around a disease but they also have a great board called Pinspire and one called Cancer Pintherapy which are full of inspirational content and quotes.
Learning for other pharma: start being more active on Pinterest and share more of your visual content via this channel.
2. Roche and Twitter
Whilst Roche may not be as engaging through their twitter feed as Boehringer is they do share interesting scientific content. This reflects the company’s culture and focus on science and gives them a clear image on Twitter. There are tweets targeted at patients, for example linking through to their oncology Pinterest board, but for the most part their tweets are about the science. The whole look and feel of their Twitter account also reflects this with an image of scientists emblazoned across it.
What I particularly like about their approach is that they are very clear in the purpose of their twitter feed and who they are targeting. This is a business account targeting scientists and medical professional first and foremost, followed by healthcare journalists and scientifically inclined patients. Despite this strong leaning towards the science they still manage to keep the tone of the tweets friendly and they do engage, responding to questions or tweets directed at them. Another noteworthy thing is the number of tweets – they are often tweeting multiple times a day and using relevant # which is great, in particular because this is still not always being done by some of their competitors.
Learning for pharma: Be clear in who you are targeting via twitter and use frequency and # to ensure your target audience is seeing your tweets.
3. Bayer Diabetes and Facebook
Looking in the diabetes space on social media there are some great examples from pharma notably Novo Nordisk, Sanofi and Bayer Diabetes. As a whole I suggest to my pharma clients they should look in the diabetes space to see a vibrant active online community, where patients and caregivers are highly active and pharma are really engaging with some great content. As such it was a hard call but I decided to go for Bayer Diabetes as in my opinion their Facebook approach is just that bit more engaging and patient focused whilst at the same time targeting a global audience. It is also notable as its Facebook page is open to commenting, which is still not standard practice in pharma – Bayer is showing that they are open to engaging with people directly and are open to providing answers and resources in response to direct questions. In fact relating to this another notable element to the Bayer Diabetes Facebook page is how they respond to questions. I have seen quite a few questions asking about content in different languages and Bayer has responded by developing more multi-lingual content (they currently cover Spanish, Russian, Portuguese and German as well as English). This to me is fantastic to see! Many pharma still spew out their social media and look like they are engaging but in reality they are not listening to their stakeholders needs and requests as they do not adapt or alter their content. Perhaps the other notable thing about these requests that Bayer Diabetes is getting is that it suggests diabetes patients are finding this information relevant and useful if they are proactively asking for it in other languages. I suspect this is because Diabetes Care is trying to do what they say they do – namely “helping to simplify the lives of people with diabetes, empowering them to take charge of their health and happiness”. Their content certainly is clearly focused on lifestyle tips (including recipes which were also requested by followers). They occasionally intersperse the content with disease awareness campaigns but for the most part the content has a clear purpose for a clear target – diabetes patients.
What pharma can learn: Open up your Facebook and engage – if people ask you direct questions listen and answer them (otherwise why are you on Facebook in the first place?!)
These are just three nice examples from three of the platforms. When I have time I will provide my views on Linkedin, YouTube and Google+ but now I have to go back to doing some charity work and saving dogs’ lives in Romania. I would be interested to know your thoughts on your favourite pharma social media offerings and indeed GE, Roche and Bayer I would love to hear from you and hear your perspective on your efforts in this area.