Patient engagement through social media:a case study at the Spanish Generic Medicines Association

AESEG – Asociación Española de Medicamentos Genéricos

Patient engagement through social media: a case study at the Spanish Generic Medicines Association

Doris Casares

Communications and Public Affairs Director Spanish Generic Medicines Association (AESEG)

@DorisCasares @AESEG_genericos

London 24 January 2013


PATIENTS: A STRATEGIC TARGET


360 COMMUNICATIONS


STRATEGY IS THE KEY


GENERICS MARKET SHARES SPAIN 2008-2012


AESEG REPORT ON THE KNOWLEDGE, USE AND

EVALUATION OF GENERIC MEDICINES IN SPAIN








MAIN INFLUENCERS SPANISH HEALTH TWITTER 2012


PARTNERSHIP AESEG & REDPACIENTES.COM


Partnership btw AESEG & Redpacientes.com (Madrid, Dec. 2012)

More than 20 Spanish Health bloggers and journalists A patient relates her experience at the platform Redpacientes.com

Launch of AESEG’s Christmas video focused on patients Christmas media & bloggers networking at AESEG’s offices in Madrid


CHRISTMAS VIDEO #navidadpacientes


STREAMING #navidadpacientes via YouTube


TWITTER @engenerico


FACEBOOK @yoelijogenericos


STORIFY #navidadpacientes


BLOG AESEG www.engenerico.com


PATIENTS PLATFORM redpacientes.com


YOUTUBE CHANNEL @yoelijogenerico


FLICKR CHANNEL @aeseg


PATIENS SHARING OUR CONTENT IN THEIR BLOGS & WEBSITES


PATIENS SHARING OUR CONTENT IN THEIR BLOGS & WEBSITES


PATIENT MEMBER OF REDPACIENTES.COM


METRICS #navidadpacientes


TWEETREACH REPORT#navidadpacientes


TWEETARCHIVIST: TOP USERS#navidadpacientes


TWEETSTATS: RTs #navidadpacientes

@AESEG_GENERICOS @ENGENERICO


OPINATOR: Your Opinion Changes the World


OPINATOR: Your Opinion Changes the World


TOP USERS #navidadpacientes by influence


FACEBOOK evolution 2013


MOST POPULAR TWEETS #navidadpacientes


SOCIAL MEDIA 2013


THE POWER OF WORDS


SELF ADVOCATES IN THEIR OWN WORDS


ALZHEIMER: STREET MARKETING


> 2.346 visits in December 2012

> 35% visits to “definitions of generic medicines”

> 60% Google traffic

Web www.aeseg.es Blog www.engenerico.com

> 3014 visits in December 2013

> 30% visits to post “pharmaceutical forms”

> 60% Google visits

BLOG & WEB STATISTICS


MAIN FOLLOWERS

@engenerico @aeseg_genericos

May 2012-January 2013 May 2012-January 2013

> 1347 followers in January 2013

> Average of 67 new followers/month

> 3174 followers in January 2013

> Average of 137 followers/month


TWEETS

@engenerico

> 3605 tweets in January 2013

> Average: 193 tweets/month

> 4352 tweets in January 2013

> Average: 162 tweets/month

@aeseg_genericos

May 2012-January 2013 May 2012-January 2013


AWARDS 2009-2012

• BEST ONLINE COMMUNICATIONS IN ASSOCIATIONSKorazza Awards 2012

• BEST COMMUNICATION CAMPAIGN 2.0 TOP Comunicación 2012

• BEST WEBSITE IN ASSOCIATIONS Korazza Awards 2010

• BEST CORPORATE WEBSITE IN PHARMACEUTICALSLos Favoritos en la Red, Unidad Editorial 2009


Del 1.0 al 2.0



Documents

Patient engagement through social media:a case study at the Spanish Generic Medicines Association