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New interviews released with mHealth social media experts, an industry expected to reach $58.8 billion by 2020

Teri Arri (SMi Group) - 23 October 2015

In the run up to the 8th annual conference on Social Media in the Pharmaceutical Industry taking place on 20th and 21st January, SMi Group interviewed some key speakers on the growing relevance of social media in healthcare.

With an increase of affordable mobile compatible devices and the integration of innovative technologies in disease monitoring instruments, the global m-health market currently valued at $14.5 billion, is expected to reach $58.8 billion by 2020.*

Bringing together marketing practitioners and medical professionals, the event will look to strengthen knowledge in practical digital strategy through to implementation and R0I, whilst keeping attendees at the forefront of cutting edge developments to adapt to the growing need for greater patient engagement and social media listening.

Harnessing social insights and adjusting to patient requirements will be a major focus as will hearing from a selection of pharmaceutical organisations currently connecting through digital capabilities. This will include case studies from Lundbeck, Actelion, Boehringher Ingelheim, Eli Lilly, Pfizer, Bristol-Myers Squibb, Novo Nordisk and Roche.

With over 10 years’ experience in digital marketing and social media, Jackie Cuyvers is currently working as a Consultant in the London office for ZS Associates. She is actively engaged in developing social media strategy and executing social listening projects with clients to answer key questions into the customer experience. She leads ZS’ social listening teams to develop actionable insights, extend market research and measure campaign effectiveness for maximum business impact.

In a presentation entitled: Leveraging social media for patient insights and pharmacovigilance, Jackie will discuss how to harness social listening to understand unmet needs, reactions and adverse events. The dangers of misinformation and approaches to understanding regional and international differences in language will also be addressed.

When asked about the current use of social media in the pharmaceutical sector, Jackie said:

“Lately I’ve been seeing a flurry of activity from a number of organizations who are starting to realize the potential for Social Media, and a number of organizations are trying to play catch-up, which is leading to a huge growth in the industry. While they are trying to play catch-up they aren’t focusing on the planning or infrastructure that needs to be in place to make these efforts successful. For instance many don’t have the infrastructure in terms of guidelines or policies in place, before executing campaigns and tactics. Existing guidelines are sometimes dated and or inappropriate for Social Media. There is often confusion on what is the role of global vs what is local. Social Media in many cases not seen as a strategic initiative so often isn’t provided the requisite support and resources to be successful. Social Listening is often done after the fact, when providing it along the entire process could have led to more a more focused strategy, plan and message, and provided benchmarks for which to measure effort and success from.”

Author of the upcoming book “Socialize Your Patient Engagement Strategy”, Prof. Letizia Affinito, CEO & Founder of marketing and communications company, Brandnew MC, commented:

"The core features patients expect from their health system are surprisingly ordinary: efficiency, better access to information, integration with other channels, and the availability of a real person if the digital service doesn’t give them what they need. Highly innovative services, better apps, and more social media are far less important to most patients. Surprisingly, across the globe, most people want the same thing: assistance with routine tasks and navigating the often-complex healthcare system."

Letizia presentation entitled: Are you leading the conversation, will provide delegates with strategic guidance on creating value through digital conversation and lead communities in open engagement.

The full interviews are available to read in the event download center.

To see the agenda and full speaker line, visit the website at

Social Media in the Pharmaceutical Industry
20th - 21st January 2016

Holiday Inn Kensington Forum, London UK
Sponsored by Synexus

Follow the conversation at #pharmasocialmedia

* Source:


About SMi Group:

Established since 1993, the SMi Group is a global event-production company that specializes in Business-to-Business Conferences, Workshops, Masterclasses and online Communities. We create and deliver events in the Defence, Security, Energy, Utilities, Finance and Pharmaceutical industries. We pride ourselves on having access to the world’s most forward thinking opinion leaders and visionaries, allowing us to bring our communities together to Learn, Engage, Share and Network. More information can be found at

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