Solutions to Barriers: Building Trust
So, what was our take? The foundation to an authentic experience on social media is to provide trustworthy information in a consistent way where patients, and their social networks, can engage with it. Our approach to tackling this complex task:
Consortium-curated information: A consortium, including medical professionals, patients, treatment manufacturers, and patient advocates should verify the information used to engage with patients online. That consortium should be visible to the public so they know the information they’re consuming is “verified,” or accurate.
Drive scale with new technology: This was our “idea that doesn’t exist,” but would be really great if it did. We would use the expertise of the consortium to build an AI or algorithm that could aggregate, and verify, information from across the internet to build a social source of truth for specific medical conditions.
Make it accessible: Multi-media is key. Bring in video, create an Alexa (voice) applet that is connected to the algorithm, “be live” (ie: let people connect with healthcare experts or patient advocates on social media), be consistent with content across channels.
Create a social persona representing the treatment brand: We felt a single persona would be best to have interactions in the social space. Transparency is key to trust, so an entity that represents the consortium, but acknowledges that it is coordinated by a treatment brand was the idea we had. This was an interesting discussion in my group, as we had more health care professionals than manufacturers. It was unanimously agreed upon that the treatment brand was in the best position to give accurate information about their treatment, and sometimes even the disease, due in part to the singular nature of their research.
Many treatment brands are likely already thinking in this direction, particularly on the patient voice in authenticity. Our proposed algorithm may not be built by anyone yet, but the truly salient take-away for me was about trust. Trust looks different to everyone.
My big question is: if you’re a treatment brand, are you talking to your patient population about what trust looks like in this era of misinformation? I want to know what you’re learning.