MHP Group’s Post

COMBATTING HEALTH MISINFORMATION Discerning credible health information is crucial. And difficult, especially in today's digital landscape, with the number of questionable sources increasing exponentially. In the healthcare space, the stakes of bad and/or misleading information are high--and dangerous. The global advertising and public relations agency, Ogilvy, has taken a pioneering step to address this challenge. Recognizing the profound impact of social media on public health discourse, Ogilvy has launched a dedicated health influencer unit. This innovative unit is designed to bridge the gap between pharmaceutical companies and the public, leveraging the power of social media to disseminate accurate health information. By tapping into the growing trend of individuals seeking medical advice online, Ogilvy aims to utilize influencers as a force for good. These influencers, including health specialists, expert patients, and celebrity medics, are tasked with providing reliable content that can help users check diagnoses or spot symptoms. Importantly, these influencers are required to transparently disclose any affiliations with pharmaceutical companies, ensuring the integrity of the information shared. This strategic response by Ogilvy not only aims to combat misinformation but also to foster a more informed and health-conscious online community. I look forward to hearing more about this initiative and other efforts to combat the rampant medical misinformation online. Article link in comments: How Ogilvy's Combatting Misinformation in the Healthcare Sector - ClickZ #misinformation #digital #medical #healthcare #pharmacy Ogilvy University of Maryland School of Pharmacy x

Medical information on social media can be a mixed bag. Here are some tips to be skeptical and verify the authenticity of what you see: Source Check: Who posted it? Look for profiles of medical professionals, institutions (.edu, .gov) or established health organizations. Be wary of anonymous accounts or influencers. Originality: Does the information come with a source? If so, is it a reputable medical journal, website, or government agency? Content Check: Accuracy: Does the information align with what you know from trusted sources? Objectivity: Is the tone neutral and fact-based, or is it sensationalized or trying to sell something? Date: Medical information evolves, so check for recent updates (especially for things like treatment options). Expand your Search: Fact-checkers: Utilize established fact-checking websites that debunk medical misinformation. Credible Websites: Search for the information on websites of government health agencies (e.g. Centers for Disease Control and Prevention) or medical institutions (e.g. Mayo Clinic). Remember: When in doubt, trust established medical resources over social media posts. If you're unsure about something health-related, consult a qualified medical professional.

Looking to elevate your #healthcampaign? #Connecting with the right #health #journalists is essential to earn media coverage. Here’s what you need to do: 🔍 Identify the right contacts 🤔 Understand their interests ✍ Tailor your pitch to their needs Medianet's #contacts database includes approximately 1,853 health contacts. Here are a few from some of the most prominent outlets: 💠 Elise Worthington, National Health Reporter at Australian Broadcasting Corporation (ABC) 💠Ashleigh Austen, Health Editor at The Australian Women’s Weekly (Are Media Pty Ltd) 💠Angus Thomson, Health Reporter at The Sydney Morning Herald 💠Natasha May Health Reporter at Guardian Australia 💠Henrietta Cook Senior Health Reporter at The Age However, the most prominent journalist may not always be the right fit for your story. It’s crucial to learn what they cover in detail. You can access in-depth #mediaprofiles, including what journalists are writing about, through Medianet. To learn more about these journalists and others in the health sector, check the link in the comments. #HealthPR #journalismconnections #Medianet #healthmedia #publicrelations #healthjournalists #mediacontacts #healthmediacoverage

Following a great discussion with Daniel Ghinn this week I thought it was time I posted something about pharma social media again! There are multiple levers to driving impact for patients, HCPs and pharma via social media. I have shared some of these below. Despite social media no longer being a new channel Pharma is still woefully under-utilising this channel. One reason is the perceived risk of the channel. Compliance and regulatory hurdles is one of the biggest "excuses" or barriers I have seen to pharma engaging on social media. The reality is that if you do social media well then compliance should not be a barrier - if anything it helps ensure you deliver content that actually adds value to your stakeholders. As a patient I believe all of us working in healthcare have an obligation to do more and do better on social media - patients need us to step up! As a pharma social media expert I believe we can do so much more - the time of ignoring social media passed years ago. If you want to find out more or have a chat around what your team or company can do with social media then please get in touch. #hcsmeu #pharma #socialmedia

❗ TODAY Each International At the ICCH 2024 conference in Saragoza today, I have just presented our research on 'how to build a code of conduct for medical influencers'. This task is not without its challenges, particularly in operationalizing two key concepts: evidence-based information and responsibility. The concept of evidence-based health information is central to ensuring that content shared online is accurate and reliable. Yet, translating this into practice is difficult. Medical science is continually evolving, studies often present conflicting results, and influencers may struggle to balance scientific rigor with the need for accessible communication. Equally complex is the concept of responsibility. Medical influencers are more than content creators—they hold the trust of millions and must navigate a landscape where commercial interests can blur ethical boundaries. How do we ensure influencers remain accountable to their audiences, their profession, and the wider public health landscape? #ICCH2024 Nicola Diviani Zanini Claudia Enxhi Qama, MSc., MA Clara Häfliger Swiss Paraplegic Research University of Lucerne Fakultät für Gesundheitswissenschaften und Medizin – Universität Luzern

Everyone in medical affairs is familiar with “reach” but few know what to do with it. Reach takes on many different forms, especially in #socialmediaanalytics. The two most used forms are: 1️⃣ Actual Reach – The total number of unique people who have seen your content (only applicable with your owned channels) 2️⃣ Potential Reach – The audience size of a person/organization (primarily used to compare impact of posts from external voices) When deciding on KOLs to engage with, you’ve probably worked with Potential Reach (alongside other metrics of course). The problem is that not every follower of a KOL is relevant to your company. Which means you may be wasting valuable time and effort on someone who isn’t reaching the right audience. In two steps, we solve this issue: 💻 Build an environment in Sipherio (our KOL analytics platform) customized to your key priorities and messages 🤝 Combine the Potential Reach of KOLs with that of their relevant connections* *relevant connections = "connections" are social media interactions like reposts, and "relevant" means that those interactions are coming from people or organizations that are important to your industry/therapeutic area/disease state. By combining the Potential Reach of KOLs and their connections, we're able to paint a much clearer picture of whose voice carries more weight in the areas that matter most to you. (We take this much further with our dynamic scoring, but that’s for another time.) We all have access to many of the same metrics, but what we do with those metrics is what makes all the difference. #KOLinsights #MedicalAffairs #HCPengagement #DigitalAnalytics #SocialAnalytics

Are you maximizing your KOL relationships to generate actionable insights? Download our case study to discover how KOL Social Monitoring can transform your #MedicalAffairs strategy with #Kwello Social!  Learn how our social insights platform empowers MSLs to: ✅ Act on real-time insights for timely engagement ✅ Strengthen relationships by addressing KOL concerns ✅ Turn challenges into opportunities through proactive engagement ✅ Align KOL perceptions with the latest clinical data for impactful outcomes 🔗 https://lnkd.in/ea2433U4 #KOLs #MSL #HealthcareInnovation #PharmaStrategy

Industry Payments to Physicians Endorsing Drugs and Devices on a Social Media Platform "Physicians commonly receive financial payments from industry, totaling $2.46 billion in 2022.1 These payments can represent scientific collaboration but may involve marketing efforts without scientific benefits, raising concerns regarding their influence on clinical decision-making." When physicians blur the lines between professional medical roles and those of social media influencers ... #ethics #socialmedia ##digitalbusinesstransformation https://lnkd.in/d5HWXpBD

𝗛𝗢𝗪 𝗧𝗢 𝗧𝗮𝗿𝗴𝗲𝘁 𝗞𝗲𝘆 𝗢𝗽𝗶𝗻𝗶𝗼𝗻 𝗟𝗲𝗮𝗱𝗲𝗿𝘀 (𝗞𝗢𝗟𝘀) KOLs are essential for building trust in your brand and creating visibility. But how do you position them strategically? 🔹 Use PR and social media to make their expertise visible - testimonials and articles reinforce their role as opinion leaders. 🔹 Publish real-world case studies in peer-reviewed journals to demonstrate the KOL's expertise and demonstrate real-world therapeutic success. 🔹 Organise symposia and webinars where KOLs can share their knowledge and establish themselves as thought leaders in the medical field. This not only strengthens your KOL's position, but also your brand in the industry! Take a look at this example: http://bit.ly/3ZQYLsv Or this: https://lnkd.in/eGbrtPmv #HealthcareMarketing #MedTech #KeyOpinionLeader #PR #Symposia #TradePress #GröbeCommunications #medicalmarketing

When it comes to finding the right key opinion leaders for your healthcare company, we know that medical affairs teams need all the help they can get. Our latest blog covers how social media can be a powerful tool for targeting and engaging the most impactful experts. If you're ready to find the KOLs of your dreams, give it a read: https://bit.ly/3z813Is