“What is our role in social media within the Diabetes Community and who gets to define it?” 

 

All companies are trying to cross the bridge from the conventional way we’ve always communicated with customers to participating in the social communities where our customers are talking to one another.  It is a scenario filled with all the adolescent angst of trying to insert yourself into a conversation between the “cool” kids in school whom you are afraid will reject you if you say the wrong thing.  The truth is that every company is struggling with the same question.  Are we a resource?  Do they trust us?  How do we stay credible and remain within the regulatory guidelines?

 

People with diabetes are on call for their disease 24/7.  Information is coming at them fast – between testing products, treatment alternatives, drugs, devices – they most often rely on the advice and support of their peers.

 

During the past three years, I have seen significant changes in how people interact and share information about their healthcare.  In the past, healthcare companies hadn’t been part of that conversation.  Now Animas, along with many other companies, is trying to take steps to get more involved. I thought I would take a few minutes to explain just what we at Animas are doing to join in the online conversation about diabetes.

 

Before doing that though, I just wanted to acknowledge that I firmly believe the greatest value comes from organically grown communities and social networks.  They develop out of purpose and thrive because of the value the participants derive from their involvement.  In the diabetes world, this truly is the case.  In the online diabetes world there are so many passionate, engaged people dedicating their precious time and effort to bringing people together – to foster better education, support and a feeling that there’s someone out there just like them, going through exactly the same things they are going through.

 

I’ll just call out a few that I see as making a significant impact:

 

Manny Hernandez (http://www.tudiabetes.com/):  An ever-growing social network with clear purpose and direction.  His work with this community and the Diabetes Hands Foundation (http://diabeteshandsfoundation.org/ – is as Manny describes, “a nonprofit focused on connecting people touched by diabetes”) is changing the way we think about diabetes advocacy, awareness and fundraising.  Manny’s also seen the value of extending this community into Twitter, Facebook, YouTube and other channels to fully extend the reach of his mission.

 

Jeff Hitchcock (http://www.childrenwithdiabetes.com/): A pioneer in this space in many ways, as his online community was one of the first, and one of the few that have taken it off-line too.  His following is enormous, his online community is very active, and most compelling is the translation of this movement off-line to the annual “Friends for Life” conference.  If you’ve never been to one, I encourage you to go and experience the magic of this event.  The most valuable lesson we, as Johnson & Johnson, have learned was to leave this special community untouched, despite now being part of our company. 

 

Kerri Morrone Sparling (http://www.sixuntilme.com/): An avid, influential, entertaining and engaging blogger in this space, who really brings the human aspect to diabetes.  Kerri also has branched out into YouTube, Twitter and the likes to spread her words of encouragement or simple everyday stories that make this real for everyone.

 

Amy Tendrich (http://www.diabetesmine.com/): As she mentions on her site, it is truly a “gold mine of straight talk and encouragement.”  Amy’s work with the 2009 DiabetesMine^TM Design Challenge, which she describes as “an online competition to encourage creative new tools for improving life with diabetes,” should send a wake up call to all manufacturers in this space. The ideas are not just coming from corporate R&D anymore.

 

Across the industry, the trend is shifting rapidly from company-driven campaigns to user-initiated conversations. The focus group is no longer just indoors, behind a one-way mirror-it’s online, across a myriad blogs, forums, tweetup’s and Facebook groups. We need to be involved in these conversations, both listening and participating – and most importantly, focused on adding value to the conversation.  Otherwise, we don’t belong there.

 

At Animas, we are pursuing various social media channels – in very much of a “test & learn,” with the clear focus on learn.  We want to see how we can interact with and relate to those who are looking for support. We’ve recently launched a YouTube Channel called Insulivin, where we plan to engage the community in user-submitted content. Insulivin has also given a few of our employees, including some who are living with diabetes, the chance to share their expertise and insights with the diabetes community.  We’re also exploring some other ideas on our own site, in addition to collaborating with some of our sister companies to establish a diabetes health & wellness group on Facebook.

 

To the extent we can listen more effectively to the collective dialogue online, our success will be measured not in impressions, but in a long-term, personal engagement with our patients.

 

So I guess we are defining our role as a listening and learning participant and potential resource.  But back to the original question, are we the ones to define it?  Or is the community?  If you are out there reading and have an opinion, let’s hear it.  I read plenty of your opinions of industry in the communities, let me know what you think directly.  Maybe we could even sit together at lunch…

From Kristin Cooke, Breast Care Specialist, Ethicon Endo-Surgery

October marks the beginning of many things each year: the falling of leaves, the first frost, Halloween and Breast Cancer Awareness Month. You may have noticed the pink ribbons, gloves and hats worn by the players, coaches and refs of the NFL. You have probably seen billboards around your city advertising in pink. And if you have been anywhere near your local hospital, it is likely there are pink ribbons tied around trees or hanging from a banner atop the hospital. Many of you may be thinking, why all of the hoopla?

Well, here are some sobering facts. In 2009, the American Cancer Society (ACS) projects that over 250,000 cases of breast cancer will be diagnosed and over 40,000 women will die of breast cancer. Worse is that thousands of cases will NOT be diagnosed because nearly 50% of woman over the age of age 40 will NOT get their mammograms. If you are like most people, you are probably thinking, this will not happen to me or someone in my life. Unfortunately, the numbers tell a different story.

In this year’s Breast Cancer Facts and Figures, the ACS predicts that women who are currently 40 years old have a 1 in 69 chance of developing breast cancer in the next 10 years. As you get older, the more at risk you become. For women who are currently 60, that risk increases to 1 in 27. Overall, the lifetime risk for all women of developing breast cancer at some point is 1 in 8.

What can you do to take an active role in you and your family’s breast health? The National Cancer Institute (NCI) recommends that women age 40 and older should have a mammogram every one or two years and those women at higher risk should discuss their personal breast prevention program with their health care provider. So as the leaves are changing and the children are getting ready to go trick or treating, make sure to remind the women in your life to get a mammogram. Tell your mother, your sister, your wife and all of your friends that early detection is the best form of prevention.

Given the current state of world affairs, it doesn’t take much these days to feel a bit down. But for some, feelings of helplessness and hopelessness are part of daily life. Depression can affect a person’s energy level, mood, and concentration as well as their personal relationships. According to the World Health Organization, 121 million people globally are affected by depression, which is also among the leading causes of disability around the world.

For many of us, these statistics are more than just numbers—they represent loved ones who struggle with depression. The stigma around mental health issues makes it a difficult topic to discuss, whether you are a patient or a caregiver, and can sometimes prevent people from seeking help.

To better understand the signs and symptoms of depression I reached out to a colleague at HealthMedia, which offers an Overcoming Depression digital coaching program. Dr. Richard Bedrosian, Director of Behavioral Health, explained that the earlier depression is recognized, the greater the chances are for successful treatment:

Genetic, environmental, and psychological factors have been shown to play a role in the onset of depression. Many people don’t even realize that they suffer from depression. So, it often goes untreated. Among the many symptoms associated with depression are:

• Difficulty sleeping
• Physical symptoms
• Feeling anxious and overwhelmed
• Loss of concentration
• Loss of physical energy
• Loss of hope and desire
• Anger and irritability
• Feeling alone and alienated
• Obsessive guilt or shame
• Thoughts of hurting oneself

The most important thing to remember is that most people who suffer from depression can be helped.

In recognition of Depression Awareness Month, the Johnson & Johnson health channel is featuring a few videos to shed light on some of the issues facing those who care for a family member with depression. In this first video, three women talk about when they recognized these signs and symptoms in their loved ones, and what it is like to live with a mother, husband, and child dealing with depression.

Conrad Person, Director, Corporate Contributions, Johnson & Johnson

I’ve been privileged to visit many of the inspiring charitable organizations that the company supports, such as the Nyumbani Children of God Home in Nairobi. But one of the things that challenges me the most takes place right in my office. During the past four years I’ve been a mentor to students in the Johnson & Johnson Bridge to Employment program, and they’ve taught me a lot along the way.

The Bridge to Employment program, which was launched in 1992, provides mentoring to high school students to help prepare them for college and, ultimately, for future careers in the health care industry. Johnson & Johnson employees volunteer as mentors to show students various career opportunities that exist in health care, as well as practical workplace skills such as how to communicate in a company setting.

I know Bridge to Employment was designed with the student in mind, but as a mentor, I have gotten a lot out of it, too. We talk a great deal about the multigenerational workforce and how we all must effectively manage our interactions with associates of other generations. Mentoring has brought this message home to me and made me challenge assumptions about communication. Just as Nexters have their own jargon, so do Boomers. When I am talking with the Bridge to Employment students I often have to challenge my own long-held assumptions about how to communicate interest, information and concern.

What do the students think about all of this? This video gives some student perspectives on the program:

You have to watch out for my colleague Rob Halper when he has a camera in his hand. During last week’s BlogWorld conference in Las Vegas, Rob was roaming the halls, looking for a chance to capture the event on film. Luckily he had a chance to interview Kim McAllister from Emergiblog who, along with Dr. Val Jones, organized the day. Check it out:

Last week, I was in Las Vegas to attend BlogWorld where Johnson & Johnson was one of two corporate sponsors of the event’s first-ever track on MedBlogging. Kim McAllister, one of the organizers of the Medblogging track, has a great synopsis over at Emergiblog, and together with Dr. Val Jones , pulled together a thoughtful series of panels throughout the day that drew some of the high rollers in medical and healthcare blogging from throughout North America — and even one, Bongi, who came all the way from South Africa!

As is often the case with these kinds of gatherings, it was great to finally put faces to names – and to see that the online personalities that they project through their blogs was a pretty dang close match to who they are in real life.

I had a chance to say a few things as part of a panel, alongside Paul Levy of Running a Hospital fame, who joined us virtually and Bob Stern from our co-sponsor, the medical news site MedPage Today, during our panel on “The Value of Blogs To Hospitals, Industry, and News Organizations.” Thanks to masterful moderating by Professor Gary Schwitzer whose Health News Review does its best to encourage responsible healthcare reporting, we covered a fair amount of ground — moving from how we each got involved, to covering some of the complexities associated with rolling the dice to make our blogs and sites a reality.

Though much was discussed throughout the day, one theme just kept coming up again and again — and that was what could all of us do to help ensure the accuracy of healthcare information that is available online. According to a recent report by Pew Internet & American Life, 61% of Americans go online for health information and of those, a majority access user-generated-health information when making decisions about their healthcare needs. But, unfortunately, much of what is spread online is misleading or in some cases completely unsupported by scientific or medical knowledge, a fact that Dr. Val Jones made clear during the panel she hosted.

As I sped back East after the conference, a couple of thoughts kept rattling around in my brain concerning what we all can do to try to encourage the spread of useful, scientific information:

1) While the online world is often a great source for medical information, there is a lot of misleading information out there.
2) There is more that medical professionals and others who have some scientific knowledge and information can do to provide clarity around confusing and often conflicting information about different medical conditions.
3) Companies that likewise have data and information should also be part of these discussions in some way.

Now, given it was just a one-day meeting, no real solutions were agreed upon. But based on the conversations that I had with some of the folks there, there seemed to be a consensus that we should all meet again, perhaps at a similar event, to discuss more that we can all do together. Suggestions for locations and approaches are welcome!

I’m sure there are other accounts of the MedBlogger track that I’ve failed to include, but below are a few that provide a nice synopsis:

KevinMD: Scenes from BlogWorld Expo 2009 and the Future of Medical Social Media
Dr. Anonymous: BlogWorld 09 HIPAA and Blogging

Oh and special thanks for making this event great also goes to Dr. Ramona Bates who create a quilt that everyone in attendance signed!

UPDATE:

Here’s another post on the MedBlogging track — this time from Dr. V — Medical Blogosphere Rising.

Last week, I attended a conference that Fordham University and KPMG sponsored to discuss integrity in the global financial markets and the role that enhanced regulation might play in the economic recovery.  More than 150 participants met at Fordham’s Lincoln Center campus in the heart of New York City, arguably the capital of “global finance,” and engaged in what turned into a very rich, timely and broad discussion of business ethics.

While Johnson & Johnson is a company known more for our baby powder and shampoo than for a role in shaping financial markets, we are well-recognized for having built an enduring values-based culture over our more than 120-year history.  It was this topic that Dominic Caruso, our chief financial officer, addressed with the audience of business leaders, students and academics.

After telling the history of Our Credo, which Robert Wood Johnson wrote in the early 1940s, Caruso explained the importance of having a “purpose beyond profits” as a company’s foundation.  Caruso said:

“Over the course of our history, we have not been perfect, but we have been fortunate to have built a values-based culture where our employees know they are expected to do the right thing and to put the needs of our patients and customers first … In an industry like health care, where people often place their lives and well-being – or trust the care of their loved ones – to our products, there can be no question, no doubt, about this primary responsibility.”

Though Caruso stressed that Our Credo was a powerful “connective tissue” for our employees around the globe, he explained that it could not stand alone.  Tying into the regulation theme of the conference, he said we must also take a “trust, but verify” approach when it comes to how employees uphold our values-based culture as well as other business compliance issues – and that there needs to vigilance.  As he explained:

“We are not perfect and Our Credo – while a powerful tool – is not sufficient to ensure a corporate-wide culture of integrity.  We, too, must take additional measures to introduce and reinforce this culture with our employees … to hold ourselves accountable for our actions and decisions … and to adhere to regulations and policies that support this values-based culture.”

In concluding, Caruso challenged the audience to identify their higher purpose: “Ask yourself, what it is that your business – or you as an individual – are trying to achieve?  And how committed are you to staying true to that goal in both good and bad times? … In the end, the success of our businesses and financial markets must be anchored to a foundation of integrity, values and a purpose beyond profits.”

In my first blog post, I discussed the implications of some of the recent SEC reforms on you as a shareholder. I’d now like to introduce and explain some of the useful tools for keeping up-to-date on Company news and financial events without the need to keep checking our Company website.  

Investors Section of JNJ.com:  Not just for investment professionals           

The Investors section of our website is a wealth of information about the business, results of operations and financial condition of the Company. It should be the first point of reference for any shareholder wanting to learn more about their investment in the Company, including current information about our stock. One feature we have added is a separate web address for the mobile viewing version of our Investors page. Since so many people are now using mobile devices, like cell phones, iPhones and PDAs, to check websites for information, mobile-optimized sites can be helpful when you need information while away from your computer. Since I often find myself on-the-go, I have bookmarked our mobile-optimized Investor Relations page on my BlackBerry web browser.  

Cool Tools to Stay Informed 

A few great tools that I personally use to stay up-to-date on our investor-related news are e-mail alerts, RSS feeds, podcast feeds, and the “shareholder briefcase.” These types of tools are sometimes referred to as “push technologies” because they push information out to the user instead of making the user actively seek the information when new materials come out. I’ll explain each one of these tools to you: 

E-mail Alerts Registration: Signing up for investor e-mail alerts lets you automatically receive an e-mail notice whenever there are new investor-related materials posted on the site. This means you won’t have to worry about missing notices of our annual meetings or earnings calls or keep checking our website for SEC filings or news releases important to you as an investor. All of this will be pushed out to you directly at the same time we make it public. (This, of course, assumes that you regularly check your e-mail account.)

RSS Feed Registration: RSS feeds are similar to e-mail alerts, in that you can choose to receive instant updates on certain types of information. With RSS feeds, instead of receiving e-mail notices every time there is something new on our site, you receive the information through your personal web portal (such as Yahoo! or iGoogle) or an RSS feed reader (such as Google Reader or Feed Demon). RSS feeds can be an effective way to create your own news websites, specifically tailored to the news you want to receive instantly.

Podcast Subscription: Podcasts have really taken off and have become the “new radio” for some people. If you don’t know what a podcast is, it’s simply an audio (and now sometimes even video) recording of an event that is available for on-demand playback on your computer through a website and/or for download and playback on a mobile device (like an iPod, hence the term “podcast”). You can subscribe to automatically receive your favorite podcasts through Apple’s iTunes or other services. Johnson & Johnson makes podcasts available for many of our investor-related events, including our annual shareholders meeting, earnings calls and presentations at major investment analysts meetings. You can listen to and/or subscribe to automatically receive these podcasts for free on our Webcasts & Presentations page, or just browse through and listen to a few before deciding to subscribe.

Shareholder Briefcase Registration: This handy tool lets you quickly select documents posted in our Investor Relations website and place them in a kind of shopping cart for you to later download or e-mail them. To use it, first register and then, as you are going through the Investor Relations website, click on the “Add to briefcase” icon next to any document (such as a press release or an SEC filing) that you want to save for later. When you want to retrieve your saved documents, return to the Shareholder Briefcase page and follow the instructions to download or e-mail. Registering for the Shareholder Briefcase will also allow you to view webcasts, submit requests for printed materials and access RSS news feeds.

I encourage you to experiment with these forms of push technology to get a feel for these tools and refine your subscriptions to suit your needs and level of interest. You can easily unsubscribe to any of them if they’re not useful to you. 

Take some time to check out the Investors page on www.jnj.com and the tools I’ve described above. I’m sure you’ll find that they can be very beneficial in helping you keep up-to-date with what’s going on at Johnson & Johnson.