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Posts from the ‘Facebook’ Category

Psoriasis 360 is Over: Conclusions?

A lot of colleagues from the pharmaceutical industry have asked me about the recent closure of J&J’s Psoriasis 360 Facebook page in the past couple of days. They asked whether this is a proof that pharma shouldn’t be on Facebook.

Psoriasis 360 was one of the best examples of pharma being open to use social media effectively. It was the first pharma-driven Facebook page initiated by Alex Butler, that allowed comments. People likes that, the industry used it as the example, it won awards. And now, it’s closed.

More than a year after launching its Psoriasis 360 page on Facebook, the Janssen UK unit of Johnson & Johnson is closing down due to a growing number of comments that had to be removed because specific drugs were mentioned or, in some cases, offensive language was used. The decision was posted on the Facebook page today.

I have managed large medical/pharma Facebook pages and I know it can be hard to manage a page with a lot of limitations, but in that case it must have been around 1-2 comments daily. Yes, daily. It means there is another reason behind the closure.

I’ve told all my pharma contacts this is the proof that a pharma-driven Facebook page (or any social media channel) can only be successful if someone with good communication/social media skills is behind that and is responsible for that. As soon as Alex left the company, they decided to close the page.

Take-home message: find the right people for managing and designing these social media channels otherwise it just won’t work.

One man against a company: Guess who won?

Nescafe recently launched a campaign in Hungary. They were looking for ideas that they can support. In a nutshell, it happened that one guy submitted an idea related to his brother who has disabilities, and got some major support from 9gag (47 000 votes). The guy didn’t make it to the second round (a jury made the decision to select 20 entries). After that, he told 9gag what happened and the so-called 9gag army started flooding the Facebook wall of Nescafe and even CNN. I checked it myself that time and there were funny and non-sense posts on the Facebook wall of Nescafe every second! Basically they ruined it.

Later, Necafe withdrawn from the “war” and the guy posted this message on 9gag:

I made a deal with Nescafé. They will donate 5000$ to the Pető Institute, which is my brother’s school. Also they will give special treatment for my brother. Listen carfully now: we reached our goal, we did what we wanted. Nescafé made the right decision, so we need to appreciate it, and support it, so this could be a real Cristmas story, and you are part of it. Let’s finish this like a boss: can you guys write some thanks for the Nescafé walls? Also if you see hate somewhere, try to remove it, and explain it. I DO want to live on this planet, drinks and jingle bells all around.

They also created a Twitter account. What is the take home message? Well, never underestimate what one man can do online and don’t fight against 9gag.

Support for ‘Bald Barbie’ Campaign on Facebook

A Facebook campaign was launched a few weeks ago in order to urge Mattel to produce a bald version of its Barbie doll that will help children with cancer and others who have lost their hair due to illness cope with their conditions while playing. An excerpt from a recent article:

“We hope it gets the message out that being bald is beautiful and is no big deal.  There’s no need to cover up,” she said.

Sypin’s own daughter is one of those children.  The 12-year-old, named Kin Inich, lost her hair after chemotherapy.

Even though her daughter isn’t a huge Barbie fan, Sypin said she is excited about the idea.

“She said if they make one, she would totally get it,” Sypin said.  “The first thing she said was if they make that doll, she would buy a bunch and take them to a children’s hospital and give them to children with cancer.”

Here is the Facebook page on which you can support this great idea!

12 Predictions in Healthcare, Technology and Innovation for 2012

Last year, I published a list of my predictions for 2011 in the areas of healthcare, innovation and technology. Now after a year, I checked these items and actually many of them proved to be right (year of tablets, Prezi.com skyrocketing, Siri leading the way for voice controlled apps, etc.), but now it’s time to come up with the predictions for 2012. Here are my 12 predictions, please feel free to add yours in the comment section.

1) Digital only class in social media for medical professionals and e-patients. Well, that’s quite an easy prediction, as I will launch the global form of my social media in medicine university course this February.

2) Social media policy everywhere. Now that we have an open access social media guide for and about pharma; it’s time for the FDA to come up with their own detailed instructions; also universities, healthcare institutions and medical practices, everyone must have its own as almost everyone is using social media intensively.

3) Augmented reality in radiology. Augmented reality has been a major issue for some time, but seeing the video below made it clear for me, this is where we are going to head in 2012. Doctors can see through patients.

4) Health-fitness gadgets will rock 2012. Myself, I’ve been using Striiv as a fitness motivation tool which also logs my data and visualizes my exercises making it easier for me to make plans and see how I’m doing. Other examples include  Jawbone, but you can find even more if you follow the Quantified Self project.

5) Innovations in screen technologies. The form, material and functions of the screens we know now will change dramatically in 2012. Imagine paper screen, holographic screens or flexible screens on your wrist.

6) Internet TV and the operating room. The news sites are full of Apple TV and Google TV, so it’s obvious really innovative internet TVs will be launched in 2012 which brings up the idea of watching operations live on your TV at home. Just check OR-live.com.

7) Pharma will be using social media more intensively. I’m not saying all the pharma companies will have properly designed and managed social media presence, but many brands will use social media more intensively as we should be over now the so-called learing phase and they are getting braver by time.

8) More and more tablet-specific apps. I know the number of medicine/health-related mobile apps is growing rapidly, but now it’s time to turn to tablet-specific clinical apps that could be used in radiology, clinical trials or just for grand rounds.

9) Tablets in healthcare institutions. Whenever I talked to professors and colleagues about how I use my tablet in medicine and healthcare, in a few weeks, many of them had their own tablets and started using those apps. This is contagious. In 2012, a lot of hospitals, clinics and departments will hand out iPad or Galaxy Tabs to their employees in order to facilitate teamwork and make the work processes more efficient.

10) Wikipedia will have more medical featured articles, less medical errors. We recently published a paper describing how Wikipedia can be used for global public health promotion. After years of focus on creating new medical entries in Wikipedia, now we the editors focus on including proper references into medical articles. It is going to lead to a huge improvement in quality.

11) More health bloggers turn to microblogging due to lack of time. Although I believe my blog is still my major platform online even if Twitter is the fastest channel and Facebook is the most interactive. But I understand those health bloggers who leave their blogs and turn to Posterious, Tumblr or Twitter exclusively. It takes less time to post a message or entry therefore they will use these with a bigger chance.

12) Google+ health pages on the rise. I like Google+ and I think it could be used in medical communication successfully. As Google+ has only been letting companies or institutions have G+ pages, we are going to see a rise in their number soon. Even Ed Bennett who maintains a list of hospital social media accounts will include these as well.

Let’s finish my list with a great presentation about the trends in healthcare for 2012.

Case Presentations on Google+ and Facebook?

Last week, I wrote an entry about how a French colleague organized case presentations on Google+. I said that based on the very simple privacy settings of Google+, it can be useful for such purposes. Then I received a comment from Aitor:

Hi, in Spain we’re using also Facebook for that kind of case-presentations. There’s a group called Med&Learn where several cases a day are uploaded. Since the group is closed I send you an screenshot but without names or avatars.

I’m also into an other group of medical students on Facebook where we talk about our preparation for the Spanish USMLE (called MIR) and we share cases we see in our daily medical practice or that we found on the Internet.

I just asked to be a part of this group and will publish more details later.

Facebook comments, Pharma and the hard days

The 15th of August was a special day as that day all pharma Facebook pages had to open the doors to comments which led to some interesting issues and consequences. I thought I would wait some days before writing my post so then it would be easier to see the reactions from the top pharma companies. Well, here are a few examples:

I believe there are solutions for many problems raised by these pharma companies regarding the usage of social media, although the lack of clear regulations block all innovations and transparency in communication. That is why we need and open access set of guidelines.

Pharma Facebook Moderation Case Study: Slideshow

Jay Byrant published this case study. It’s good to know people want to deal with the moderation problem pharma companies face these days on Facebook. It’s not a big deal if we set exact and clear rules and goals, but many companies just don’t start with that.

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