It’s no secret that more US adults are turning to the Internet for health information. Just think about the last time you or your loved one experienced health-related symptoms or was even diagnosed with a health-related condition. What did you do? You went online to Google and searched to find any and all health information about the symptom or condition.  Users now even search the Internet on their smartphones as they’re watching brand ads on TV.

According to Manhattan Research, this health information trend is ever increasing. In 2010, over 183 million US adults went online seeking health-related information, with over 169 million US adults specifically researching prescription drug information.

ListenLogic Pharma Social Intelligence deeply discovers what patients and caregivers are discussing online about your specific therapeutic area, brand and competitors. Not only is this information valuable to understand current online patient and caregiver mindset, it provides valuable insight into the information that everyone is reading as they’re seeking out this health-related information.  This patient-to-patient influence is massive, as patients and caregivers discuss efficacy, lifestyle impact, costs, dosing and other valuable topics that in turn can drive or negatively impact sales.

Source: Manhattan Research 2010

Bain & Company recently put out a great white paper entitled Putting Social Media to Work.  The key finding of which is:

“Customers who engage with companies over social media are more loyal and they spend up to 40 percent more with those companies than other customers.”

Social will continue to evolve, and platforms will come and go, but long term winners in the space will base their approach on 5 key principles:

1. Link social media efforts to concrete business objectives
2. Focus and tailor your efforts to engage your key customers
3. Build a social media organization to deliver results
4. Monitor and measure the results—then close the loop
5. Be flexible and adaptive. It’s still early days

Click here to access Bain & Company’s full report.

New research from Pew Internet Research shows that as of August 2011, 65% of US online adults, use social networking sites.  That’s a 61% increase from 2010.

And, now 50% of all adults use social networking sites. Staggering numbers.

…click here to download the report.

Original Post from eMarketer.com (August 3, 2011)

Consumers are using social networks to air their daily triumphs and challenges—health and wellness being no exception. Despite consumers sharing information and having conversations about medical issues in social forums, healthcare marketers are having a more difficult time meeting the audience in social media channels.

In its April 2011 survey, Deloitte Center for Health Solutions found that 11% of US healthcare consumers use social networks to find or share health information and 8% use blogs. The respondents who use blogs and social networks for health purposes do so to comment about the healthcare system, to comment about doctors and hospitals and to share personal healthcare experiences with others.

In a study titled “Seeking Social Solace,” research firm Russell Herdermonitored the way consumers talk about medical issues in social media channels. The study found that not only are a large percentage of US healthcare consumers seeking health information online, they are often using the internet for support and to find others who have experienced similar health issues. The study finds that blogs are the most popular channel for disclosing a medical diagnosis, followed by online message boards and then Facebook and Twitter.

The rise of health advocacy and disease support pages on Facebook indicates there is an appetite for such support in social media channels. Susan G. Komen for the Cure, a breast cancer and breast health non-profit organization, for example, has nearly 500,000 “likes” on its Facebook page. The American Diabetes Association Facebook page has more than 100,000 “likes.” According to the Russell Herder study, among online disclosures of a medical diagnosis, 40% are cancer and 16% are diabetes.

Although consumers are sharing their healthcare journeys with others in public arenas online, it hasn’t been easy for healthcare marketers to jump in and join the conversation. A survey by communications software company Varolii notes that only 26% of healthcare organizations are employing social media strategies to reach customers. The most common strategies are through more traditional channels—email, direct mail and websites or blogs.

Long-awaited rules and guidance from the US Food and Drug Administration are at least partially to blame for the lack of social media engagement by healthcare companies. The FDA has delayed the release of its highly anticipated social media guidelines, which were due in Q1 2011. Although the FDA has been reluctant to announce an updated time frame for the guidelines, an FDA spokesperson referenced their issuance as a “high priority.” Until the guidelines are officially released, healthcare marketers are exercising care in their social media efforts to avoid a warning letter of improper usage from the FDA.

Original Post from eMarketer.com (August 3, 2011)

I hope you read Josh Bernoff’s blogs (from Forrester Research).  Josh blogs about social applications and technology empowerment inside and outside companies; and is an author of the books Empowered and Groundswell.

In his June 6, 2011 blog he summarizes his new report Competitive Strategy In The Age Of The Customer.  The report first summarizes previous sources of business domination (manufacturing, distribution, and information mastery); but notes the we are now in a whole different era.  Business is now in the Age of the Customer, and the power of the business comes from engaging with the empowered customer.

And his four priorities as you set your 2012 objectives, strategies and budgets:

1. Invest in real-time insight (via social listening) to build products customers will embrace.
2. Spend more on customer experience and customer service to build relationships.
3. Fund sales channels that deliver intelligence about customers, not just push.
4. Shift marketing funds from one-way ads into useful content and interactive marketing.

If you haven’t read the full report yet…do so now.  You can’t afford to continue doing things the same old way.

2009…nothing.  2010…nothing.  2011…doesn’t look like it.

According to the FDA’s “Guidance Agenda: New & Revised Draft Guidances CDER is Planning to Publish During Calendar Year”,  ”Promotion of Prescription Drug Products Using Social Media Tools” was nowhere to be found. This was brought to pharma’s attention last week by John Mack, aka Pharmaguy.  You can access John’s blog here; his blog also includes the link to the FDA’s Guidance Agenda.

But who needs to wait for the FDA. As per Marc Monseau & Shwen Gwee’s presentation at the May 24, 2011 MM&M Virtual Summit, the 3 key areas where pharma should currently be involved in social include: