Social Media "Likes" Healthcare: From Marketing To Social Business (Report) - Pwc Health Research Institute Page 34
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40Pharmaceutical and
company complaints and respond
big leap from what hospitals and
by inviting consumers to an offline
providers have been doing. In Stage
life sciences
conversation, or create closed
1, eligible hospitals and providers
With little regulatory guidance on
social communities to engage other
needed only to provide patients
how manufacturers may engage in
customers, such as providers or
with an electronic copy of their
social media for promotional and
insurers, to improve collaboration
health information — including
other customer engagement purposes,
and innovation.
diagnostic test results, medica-
use of social media for pharmaceu-
tion lists, and medication aller-
tical and life sciences businesses will
• Listen and improve:
gies — upon request, and just 50%
continue to be challenging. Although
Invest in monitoring targeted
of the time. However, Stage 2 may
the FDA’s December 2011 draft guid-
conversations and integrating
require eligible hospitals to offer
ance provides some direction on
data into product decisions across
80% of patients the ability to view
social media use, it was limited in
research and development, drug
and download relevant information
scope to requests for off-label infor-
safety, product complaints, sales
via a web-based portal within 36
mation and usage.
Pharmaceutical
10
and marketing, market research,
hours of discharge and have at least
and life sciences businesses should
and other business operations.
20% of their patient populations
move forward in ways that benefit the
Treat social media as another
accessing information that way.
company while minimizing regulatory
source of business intelligence that
and legal risk.
can provide insights at the aggre-
• Define your digital identity:
gate level (e.g. how is your product
A hospital or physician’s first
• Set the stage for proper risk
working, is there an untapped
encounter with a patient is often
management and new
market, and what improvements
through its online presence.
opportunities:
can be made?).
Providers should take advantage
Develop an infrastructure that
of the trust consumers have for
includes a strategic approach to
them over other health compa-
social media, the proper governance
Providers
nies. Determine how you will
to manage risks and opportunities,
The industry is shifting toward
define your identity in the digital
and operational processes that can
outcomes-based measurement in part
space through avenues such as
adapt to a new social structure.
due to provisions in the Affordable
promoting your hospital or practice
Care Act such as Medicare’s Value-
• Move beyond marketing:
by offering discounts, assisting
Based Purchasing and accountable
Improve clinical trial recruitment
with appointment scheduling and
care. Social media can offer a unique
by tapping into social communities,
referrals, and providing forums for
mechanism for collaborating with
mine social media for product or
patient reviews.
other organizations/partners to
• Create clear usage guidelines:
coordinate care.
Patients are increasingly reaching
10 Food and Drug Administration,
• Support meaningful use efforts:
Responding to Unsolicited Requests
out to physicians in the social media
for Off-Label Information About
Stage 2 of the federal govern-
space, creating increased risks
Prescription Drugs and Medical
ment’s “meaningful use” regula-
Devices, fda.gov/downloads/
around privacy and the sharing of
tions sets higher standards for
Drugs/GuidanceCompliance
patient identifiable information.
RegulatoryInformation/Guidances/
communicating health informa-
Set clear guidelines on the use
UCM285145.pdf
tion to patients. This represents a
of social channels for patient
32
PwC Health Research Institute
| Social media “likes” healthcare
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