Results of recent research on how the structures of social networks can help or hinder the diffusion of ideas, trends and even social movements -carried out by the Columbia Business School professor Dr. Dan Wang- have just been presented. In summary, the density and proximity to other network members can modify our taste, consumer habits and even beliefs. Its application to the world of Health and Science is immediate.
Doctors, nurses, pharmacists, professionals in the Health and Biosciences industries, etc. are also taking this route to communicate in a different way. Social networks and mobility are both transforming the professional skills that companies are requiring. On another front, clients, users, payers and even new audiences that weren’t previously attended are now joining the conversation and getting access to health information and health services. This allows them to compare offers that were very difficult to access in the recent past. Between a third and a half of Internet users regularly seek health information. These searches are essentially to get scientific information or a second opinion, and –surprisingly- also to communicate with others (other patients, colleagues …) and share information.
Users receive contents, but they also generate them in a democratization that forces to validate the credibility of the information surrounding us: evaluating the informant’s reputation and the trust that has been created between them becomes increasingly necessary. In social networks, only a solid reputation will be able to offset a future negative incident.
The portability of devices and applications allows the access to global information, available 24/7. In addition, many programs and applications have been simplified so much that users don’t need programming skills to adapt, develop and modify them.
Digital Marketing and Multichannel teams are leading a change in the Biopharmaceutical and Health industries, migrating from a unidirectional paradigm to a collaborative one. Compared to their international headquarters, only one in five Bioscience companies in Spain have an acceptable activity in social networks, which heralds the demand that this function will have in coming years. Deconstruction of traditional processes and working models towards a radically different contribution will require new skills, new profiles and many new professionals, as well as others that previously had different functions.
EuroGalenus Executive Search Partner
Luis Truchado ‘s article translated from a publication in Con Salud.es