Last week's Digital Health Coalition Spring Summit focused on the cross-disciplinary expertise necessary to authentically connect with patients and professionals. Let's take a look at the innovative insights shared, and showcase our joint DHC/Klick Pharma Social Landscape report.
The Digital Health Coalition is a nonprofit created to serve as the collective voice and industry rallying point for the discussion of issues relevant to digital marketing of healthcare products and services. They engage multiple and diverse stakeholders through research, events, and advocacy projects that recommend specific actions driving innovation.
Klick Health has been pleased to partner with the DHC on numerous projects, including a database containing active pharma social media properties. The landscape was recently assessed and best practices enthusiastically shared at the DHC Spring Summit, held on Wednesday, April 13, 2016 at the Pfizer Headquarters in midtown New York City.
Entitled “Authentically Impacting Behavior Through Innovative Communication,” the conference brought together a broad group of experts from marketing, regulatory, media, digital startups, and patient advocacy. The afternoon was strategically divided into three sections, flowing from big picture authenticity to innovation in progress to inspiration.
The Big Picture
The conference opened with Dan Gandor, Head of the Takeda Accelerator sharing an overview of the company’s patient-centric approach. A thought leader panel on how pharma can adopt a “service company” mentality in a “product company” world featured Ryan Mason, COO of closerlook; Tom Hespos, Founder of Underscore Marketing; Katie Collins, Lead Healthcare Strategist of Twitter; and Ashik Desai, EVP of ContextMedia.
Both sessions focused on how to bring the macro digital trends of personalized service to a more traditionally regulated industry such as pharma. Companies like Uber were cited as being one of the largest transportation management firms in the world, yet without actually owning any cars. By analogy pharma must evolve beyond the pill by addressing the holistic needs of patients and advancing public health through service rather than product.
Social media expert Zoe Dunn provided a fitting capper to the first section by sharing emotionally resonant social campaigns from outside of pharma. Echoing Dan’s sentiments and those of the panel, Zoe stressed the importance of transparently connecting with the audience through genuine sentiment and even humor; people relate to people, and pharma needs to embrace authenticity if it expects trust and engagement.
Innovation in Progress
Shifting gears from strategy to implementation, Dale Cooke of PhillyCooke consulting provided a concise and lively overview of the regulatory environment. From the latest developments in off-label promotion to eagerly anticipated social media guidance, Dale conveyed the expertise necessary to remain authentic with our audiences and innovate when possible while remaining assuringly safe and responsible.
Our own Spitz and Brad Einarsen followed Dale with best-in-class examples of pharma social media. Their landscape was compiled from the Klick/DHC database containing millions of followers across all major channels from Facebook to Twitter to YouTube. Comprehensively covering pharma branded to unbranded pages, posts, and sponsored placements, the deck provides compliant examples ideal for education, MLR assurance, and benchmarking.
Ed Keller, President of Engagement Labs rounded out the section with his own examples and lessons learned from another highly regulated industry, banking. Ed showed how a once dry industry with unemotional messaging has gradually been transformed into one capable of focusing on customer benefits and personal value. That paradigm shift has brought a state change in how financial services are marketed, and how consumers view the industry.
The final section brought the patient point of view to life with Pat Quinn, Founder of the ALS Ice Bucket Challenge. Sharing his personal journey of first experiencing symptoms and eventually being diagnosed with ALS, Pat reminded the audience what authenticity and innovation were all about: Using digital communication to give a voice to millions of patients, and connect with them openly, honestly, and enthusiastically.
Deeply moving the audience with his story and with his amazing accomplishment of raising over $220 million from his social campaign, Pat was followed by inspirational innovators in the form of start ups: Anne Bentley of Medivo, dedicated to unlocking the power of lab data; Dr Josh Landy, Founder of “The Instagram for Doctors” Fig1; and David Weingard, CEO of Fit4D, a diabetes treatment adherence company. They all shared the spark that ignited an idea into action.
DHC cofounder Mark Bard closed the afternoon with a chat with Judy Sewards, VP of Digital and Data Innovation at Pfizer. They discussed the tools and resources available to pharma to apply some of the many insights and best practices shared throughout the course of the conference. Centered on the ultimate goal of authentic patient engagement and innovative application, the use of data to enhance personalization and connectivity was seen as key.
Get the Pharma Social Landscape
Stay tuned to download the Klick/DHC Pharma Social Media Landscape: Best Practices deck. And while you’re waiting feel free to contact Brad Einarsen direct with any comments, questions, or projects — and don’t forget to sign up for The Wire to stay on top of today’s digital health news!