My asthma smi 25 01 12 v6

The ups and downs of a disease awareness campaign in social media:

Learnings from a live example

Dr Nick Broughton – Pharmaceuticalethics.com

Mr Francisco Abad – GlaxoSmithKline

25th January 2012

www.myasthma.com

Launch to general public on Jan 10th 2012

Reviews1000+Single users

The ups and downs of a disease awareness campaign in social media:

Learnings from a live example

Dr Nick Broughton – Pharmaceuticalethics.com

Mr Francisco Abad – GlaxoSmithKline

25th January 2012

From the Asthma challenge in facebook to MyAsthma app

Launch

Internal approval Production

Objectives Brief Testing

Kick off New proposal Validation

Amendments

1st round pitch

2nd round pitch

Production

Testing

Termination

Oct-10 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12

Lesson 1: A patient focussed

objective

...If the issue sits with the patients, the solution needs to be patient focused....

Background• Despite all medicines and guidelines available, there is still a

big unmet need in asthma (54% patients poorly controlled in EU1)

• What are the causes?

• How can we as a pharmaceutical company address this issue with patients?

0

20

40

60

80

100

120

Diagnosed Treated with prescription

Filling prescription

Taken as prescribed

Inhalation technique

Lung deposition

1. Adamek L. et al. Poster presented at ATS Denver 2011

Two Patient Focussed Objectives

• Raise awareness of poor control

(EDUCATE)

• Motivate to change behaviour (IMPROVE ADHERENCE)

Initial approach: Gamification in facebook

1. Online media campaign to motivate patients to live without

restrictions and drive them to an online asthma challenge.

2. Facebook app to integrate the challenge in patient’s lives to effectively

educate on asthma control and agitate patients to do more

Patient and Expert feedback –May-June 2011

Patients

• Messaging, look and feel resonated very well

• Education is boring. Challenge missing

• Limited degree of

personalization required

• Are all patients happy to

share their condition in

facebook?

Expert panel 8th June

• Recognised the need for action

• Recognised the lack of

current digital offerings

• Questioned– The insights

– The hook

– The execution

– The medical content

One month and many attempts later....

Lesson 2: Select good partners

Agency selection originally driven by:– Digital expertise

– Capacity to deliver

– Proposed channel (Facebook)

Agency selection should have been driven by:

– Digital AND health expertise– Capacity to deliver something

tangible

– Clarity of accountability

– Commitment to us as a partner


Launch




Amendments

1st round pitch

2nd round pitch

Production

Testing

Termination


Lesson 3: Insight and expert advice

are critical

...If you have doubts, listen to your target audience and they will dictate the right way to go...

Insight and feedback

• The things you know

• The things you don’t know

• The things you don’t believe

• The things you choose to ignore

Market research focus groups• Patients

– Overestimate their knowledge of asthma

– Overestimate the control of their disease

– Patients do not want education only

– Demonstrate an interesting relationship with their blue inhaler

– Asthma is a private disease. Platform must be selected accordingly

– ACT must be the hook. The programme should be presented later

– They require credible, validated tools

– Require an empathetic not dictatorial approach

– Believe there is value in an offering for the people who support them

• GPs– Struggle to get patients back to review– Variable knowledge of some key information

– Demonstrate much more interest in the idea than expected

Learnings-based proposal

1.A hook

2.Accessible and private

3.Personalised

http://www.asthmacontroltest.com/

Expert advice: 17th November 2011

• 3 asthma expert advisors

• Much clearer approach

• Concerns about information content

– Much to be changed!

– Needs multiple rounds of review over months!

– Can’t possibly launch in 1 month!

Natural concerns?

• It will be out of control

• Highly exposed

• It has to be perfect

• What if it’s not compliant

Lesson 4: Courage

...”The greatest mistake you can make in life is to be continually fearing you will make one”...

Elbert Hubbard (American Editor 1856-1915)

‘The witless tragedy that is compliance without ethics’

Me, yesterday

Ethics > Compliance

• Non-maleficence

• Beneficence

• Respect for autonomy

• Justice

The most compliant approach is not to do anything...

Lesson 5:Get on with it


Launch




Amendments

1st round pitch

2nd round pitch

Production

Testing

Termination


www.myasthma.com

Patient or carer seeking information on asthma

HCPs Internet

Registration

Profiling

Assessment of asthma control

Access to educational content

Tailored content(behavioural support)

http://www.asthmacontroltest.com/

Overview on the patient journeyA

CT

Leve

l (p

re-r

eg)

Re

gist

rati

on

leve

l

Patient profiling

Tailored messages linking to specific content

Personalised content to influence behaviours

Key metrics (as per 20.01.12)

89.67%

5.05% 5.27% Patients

Carers

HCPs

5.27% 8.33%

61.52%

24.88%

From HCp

From friend/relative

Online search

Printed media

8.57%

61.54%

29.89%Android

iOS

Desktop

Preferred platforms

How did you know about MyAsthma?

Users (breakdown)

Learnings form an online disease awareness campaign: A Summary

Courage to act

A patient focussed objective

Committed agency & partners

Insight and expert

advice

34

• Francisco Abad, ([email protected])

• Nick Broughton, ([email protected])

This programme would not have been possible without:

For further information:

www.myasthma.com

mailto:[email protected]







Business

My asthma smi 25 01 12 v6