Boehringer Ingelheim and Ashoka Make More Health via Social Media

Boehringer Ingelheim and Ashoka Make More Health via Social Media

In preparation for my participation in the panel discussion entitled "Social Media and Professional Marketing…What’s Really Working?" on October 4, 2011, during the PharmaForce conference (see here), I am on the lookout for examples of "what's really working" in the pharma social media realm.

I did warn program director Kristin Paulick that I usually focus on what's NOT working. Kristin, however, noted that what’s not working is just as important as what is working!

Still, I feel compelled to start looking at the glass half full and come up with some examples of successful, useful pharma social media endeavors. The "Making More Health" partnership between Boehringer Ingelheim (BI) and Ashoka Changemakers is a good and timely example (see Ashoka and Boehringer Ingelheim Partner to Promote New Ways of "Making More Health").

“Making More Health brings together two organizations committed to finding innovative people and ideas to help shape the future of the health sector,” said Prof. Dr. Andreas Barner, chairman of the board of managing directors for Boehringer Ingelheim. “Through this partnership we will bring forth meaningful and sustainable solutions that can achieve individual and family well-being in communities around the globe.” 

Ashoka Changemakers "is a global online community that supports everyone’s ability to be a changemaker by inspiring, mentoring, and collaborating with other members of the community at every level of changemaking. Changemakers hosts collaborative online competitions to identify and connect the best social innovators and implementers. Participants compete to surface the most promising solutions, and then collaborate to refine, enrich, and implement them. Changemakers builds on Ashoka’s three-decade history of transforming the citizen sector by building the largest association of leading social entrepreneurs in the world."


Part of the "Making More Health" social media campaign is a competition whereby anyone can submit ideas to improve health. Eligible entries "may target a wide variety of populations throughout the world and include (but are not limited to) those that:

• Increase access to quality health services and treatment: Innovations may incorporate strategies such as addressing cultural and financial barriers, lack of transportation, decentralized medical resources, and gaps in education and knowledge.
  Solutions may include initiatives for disease prevention and diagnosis, developing healthy lifestyles, or advocacy and awareness programs relevant to any life stage.
• Empower individuals, families, and communities to address local health issues:Innovations may engage and inform individuals, families, and communities, and allow them to directly participate in the management of their own health. These span a range of solutions from communal patient care initiatives to programs that nurture a culture of health within communities.
• Target vulnerable and underserved populations: Entries may include those that address conflict and/or post-crisis environments, poverty and development as related to health, mental health, or rural health."

So far, 186 entries have been submitted -- a record number for Changemakers. It shows how a little pharma support in terms of money AND willingness to participate in social media can make a difference.

In fact, today between 3 and 5 PM Eastern US, BI and Changemakers will host #SocEntChat -- "a Twitter-based, real-time discussion about social entrepreneurship that focuses on specific issues, areas, or events. It is designed for current and aspiring social entrepreneurs, funders, media, and supporters to share their ideas, discuss the state of the field, identify the latest innovations, and pinpoint areas requiring more exploration. It is also an open forum for the global public to voice concerns and hopes, and propose ideas of their own!"

I plan to participate.

Of course, many of the innovative ideas submitted to "Making More Health" involve innovations for healthcare delivery in underdeveloped countries. Just yesterday, however, I was reminded that the US healthcare system also needs help. A @Pfizer_News Twitter post noted that "9 million Americans lost their healthcare in the last several years." What is Pfizer doing to help? They urge you to visit the "Pfizer Healthful Answers" website.

Pfizer, however, is not engaging in social media to discuss helpful ideas; they are just offering a "handout;" ie, free or discounted medicines for people who qualify for one of the programs they support.

IMHO, we need to find a way to PREVENT millions of Americans from "losing their healthcare" in the first place! Now, that would be an innovation!

[This post originally appeared in Pharma Marketing Blog. 

Make sure you are reading the source to get the latest comments.]

Tracking Public Health Trends: Twitter vs Google vs Your Nose

Tracking Public Health Trends: Twitter vs Google vs Your Nose

While my son was away at school this spring, I asked him how he was doing. "OK dad," he said, "but I have this cough the last few days." I didn't have to search Google or call our physician or tweet about it to learn what may be the underlying problem. I only had to use my nose to know it was allergy season. Given my son's history, I surmised that was the root cause of his problem.

But public health officials cannot depend upon their noses to make important decisions. They need actionable real time data. How do they get it?

The Centers for Disease Control (CDC) offers the most dependable disease surveillance data. The system depends on reports from partners in state, local, and territorial health departments, public health and clinical laboratories, vital statistics offices, healthcare providers, clinics, and emergency departments. I imagine a lot of paperwork and time are involved.

Some time ago, Google decided that search trends can be used to track diseases such as influenza. It published results of a study of its data in a white paper: "Detecting influenza epidemics using search engine query data" (find it here). They found a strong correlation between search data and CDC data as shown in the chart below:

Now, researchers at the Johns Hopkins Center for Language and Speech Processing have analyzed 2 billion public tweets posted between May 2009 and October 2010 to learn if it is possible to use Twitter to track important public health trends (see "Analyzing Twitter for Public Health").

The researchers point out the differences between search and Twitter (or other social media) with regard to the intent of the user. "In web search," says Mark Dredze (one of the researchers; see a video of his presentation of results here), "the user expresses a need for information. Whereas in social media, people actually say something about themselves." In that sense, it's easier to conclude that the Twitter poster actually has the flu, whereas the searcher may or may not.

Another advantage of Twitter is that people disclose a lot of information about themselves that can add value to the public health data. This includes information about the drugs they may be taking. That information, of course, is of interest to pharmaceutical companies.

Here are the results from the Johns Hopkins study, which analyzed 1.5 million messages (out of 2 billion total collected) that referred to health matters:

Pharmaceutical companies -- and the FDA (see "FDA is Monitoring This Blog and Perhaps You Too!") -- are already mining social media to learn what the public is saying about them, their products, and their competitors' products (see "Are J&J Agents Trolling for Adverse Events on the Internet?"). But I suspect the technology they are using is relatively primitive compared to that used by the Johns Hopkins researchers.

Alex Butler posed a question during yesterday's #hcsmeu chat: "Have we been concentrating too much on SM as pure communication and not enough on impact of 'big data' to revolutionise health care?" This lead to a lively discussion on the value of "crowdsourcing" to somehow change healthcare. For more on that topic, see "Data Mining in the Deep, Dark Social Networks of Patients."

I can see the value of social media to do surveillance as was done in the studies mentioned above. Such surveillance certainly helps public health officials deal with certain diseases and other health issues (ie, obesity). But it doesn't change the fundamental problem of health care, which is the cost burden. To truly "revolutionise" healthcare -- IMHO -- you have to lower costs and make even rudimentary health care affordable for EVERYONE. But that's a matter for another post!

[This post originally appeared in Pharma Marketing Blog. 

Make sure you are reading the source to get the latest comments.]

Republicans Favor Government Health Care Coverage When It Benefits Them; Ie, When They Get Old!

Republicans Favor Government Health Care Coverage When It Benefits Them; Ie, When They Get Old!

Results from the latest New York Times/CBS News poll conducted April 15-20 with 1,224 adults nationwide indicate that only 25% of Republicans think providing health care coverage to the poor is the responsibility of the federal government, whereas TWICE as many (55%) believe the federal government should provide health care coverage to the elderly. Meanwhile, 73% of Democrats, favor federal health care coverage for the poor. If only there was an American Association of Poor People (AAPP)!