Tuesday, July 26, 2011

#ePharma West: Connecting with your patient population

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What We Learned – A Case Study on Going Mobile
Rand Lien, President, Toolhouse

Mobile is still the a matter that hasn't been addressed by many companies, including Pharma. Of the 12 brand website managers in the room, only three have mobile websites. A webpage can't simply be scrapped and translated into a mobile webpage. It has to be changed to fit the small screen brand.com site, while giving the concise required content that will satisfy both the users and the FDA.

Toolhouse and Novonordisk created a mobile site the day Victoza.com the day the drug was approved by the FDA. In the first five weeks, 30% of traffic to the webpage was mobile. Had that mobile page not been ready, they would not have been able to capture those users. In a simple mobile format, they create a sign-up for more information. The success rate was just as high as the desktop version.

Eight Lessons from Toolhouse on Mobile:
  1. Choose the right mobile partner. Novonardisk chose to go with a specialist, someone how understood the landscape, someone familiar with the capabilities of mobile were just a few of the reasons.
  2. Have a clear breakdown of roles as to who was responsible for different tasks
  3. Test to make sure your mobile webpage is compatible and renders well with all mobile devices
  4. Building anything with flash today is questionable – most everything be done in HTML.
  5. Clean code results in great search engine optimization.
  6. A mobile webpage makes it easier to make changes and updates compared to Apps
  7. Apps are great opportunities to connect with a consumer when they’re offline
  8. What Apps are not: Promotional, Easy to Maintain, Budget Friendly

Social Media: “I Like That”
Moderator: Bob Brooks, Vice President, WEGO Health
Panelists: Manny Hernandez, Diabetes Hands Foundation
Jamie Inman M.A. LMFT, StayInThePink.Org
Sharon Dotson, Genentech

Video is beginning to play a much larger role in communicating with patients. Jamie Inman found her two battle with breast cancer difficult in part because of the lack of information was available. She’s chosen to be an educator in the field. She runs the webpage stayinthepink.org. One of her favorite patient advocate webpages is WTF? (Where’s the Funding?). She also mentioned Better to know C, which is leverages Slideshare and YouTube with a balance of entertainment and information.

Manny Hernandez operates dhf. The website is focused on connecting those with diabetes and spreading awareness of the condition. Last year, dhf partnered with Roche to spread awareness on World Diabetes Day through the Big Blue Test campaign. To gain viral speed, Roche donated $0.75 for the first 100,000 views. Their target was to reach a broader audience, and this allowed them to. They saw 2000 people participate in the big blue test. They are partnering with Roche again on November 14 for World Diabetes Day.

Sharon Dotson of Genentech enjoys the Why Insulin? interactive channels. They found real patients for to share their stories and the sleek interaction of the page and the video clips. All of the embedded videos are YouTube videos, so they have a consistent player to keep a great trace on the number of the videos watched.

Coalition to Prevent Deep Vein Thrombosis was created by sanofi aventis and is a forum for conversation around the topic.  sanofi aventis clearly states in the Facebok group that the forum is a discussion about the illness, not the treatments they have to offer for the condition.  They are working on an iPad App.

So what are the take aways from the panelists pertaining to Pharma and Health Activists?

  • Inman shares the acronym Personal (purpose, earn the right, resonate, serve, occupy, neighbor, authentic, loyalty) need to be a part of every campaign.
  • Hernandez encourages companies to pay attention, listen and offer value to the community.
  • Dotson hopes that the companies will look for unmet needs for online patient communities. Companies should act as an observers and see what people are doing their natural surroundings. If there is an unmet need, create a community but nurture and feed content constantly into the community.
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