pharma marketing meets social media: can the two co-habitate?

PharmaMarke*ngMeetsSocialMedia:CantheTwoCo‐Habitate?

John MackPublisher, Pharma marketing News &Pharma Marketing Blog@pharmaguy on Twitterjohnmack@virsci.com

Presented at

PharmaMarketing SummitMay 10-12, 2010 • Doral Golf Resort & Spa • Miami, FL

http://www.pharmamarketingsummit.com/mam

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Agenda

Pharma’scurrentuseofsocialmedia

Whoaretheleaders?

Whatarethelimita*ons?

Controllingthemessage

Integra*onwithothertac*csforROI

Overcomingbarriers

Regulatorybarriers

Culturalbarriers

Knowledgebarriers

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Pharma’sUseofSocialMedia*

PharmaandHealthcareSocialMediaWiki

55TwiMerAccounts(excludingpersonalpharmappl)

45FacebookSites

35YouTubeSites

31Brand‐SponsoredPa*entCommuni*es

19Blogs

Maintained by Dose of Digital Blog whose readers submit entries forinclusion in the list.

*Not all are specifically sites owned and operated by FDA-regulated companies.

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DosieAwards*Finalists

TwiMerAccountsAFStat(sanofi‐aven*s)

JNJComm(J&J’sMarcMonseau)

RacewithInsulin(NovoNordisk)

Roche

Xpresskindness(Allergan)

Most pharma Twitter accounts are focused on company news.Recently, however, non-branded campaigns focused on disease-awareness or cause marketing have been launched.

* 2010 Dose of Digital Dosie Awards for pharma and healthcare social media

NovoNordisk'sRaceWithInsulinCampaign:It'sNotJustAboutTwiMer

Good example ofleveraging socialmedia to enhancethe appeal of andaccessibility to abranded spokes-person.

We’reS*llFriends

I called this tweet“Sleazy Twitter Spam”

Challenge: How to fitbenefits and fair balance in

140 characters or less?

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DosieAwardsFinalists

BestBrand‐SponsoredPa*entCommuni*esAccu‐CheckDiabetesLink(Roche)

ChildrenwithDiabetes(J&JLifescan)

DiabetesHandprint(J&JLifescan)

Crohn’sandMe(UCB)

VoicesofDiabetes(NovoNordisk)

Control overcontent: “RealStories” on somesites may beauthentic, but notuser-generatedcontent, which isthe hallmark ofsocial media.

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DosieAwardsFinalists

PharmaYouTubeChannelsGoinsulin(sanofi‐aven*s)

Johnson&JohnsonHealthChannel

PfizerEurope

PfizerUK(theratvideo!)

Most pharma YouTube channels are disease information sites. Somehave patient story videos that have been professionally produced, notuser-generated. Most channels have comments turned off.

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DosieAwardsFinalists

PharmaBlogsMoreThanMedicine(GSK)

JNJBTW(J&J)

ThinkScienceNow(Pfizer)

AZHealthConnec*ons

There are very few pharma blogs. A couple of disease or product-related blogs have gone defunct after the person responsible has leftthe company (eg, Centocor 411, alli blog). Those that are left mainlyfocus on corporate news and views. You won’t find any AEs here.

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DosieAwardsFinalists

FacebookPagesChangingPossibili*esinHemophilia(novonordisk)

TheCoali*ontoPreventDeepVeinThrombosis

(sanofi‐aven*s)

Gardasil(Merck)

Johnson&Johnson

VOICES(sanofi‐aven*s)

This is what happens when youdon’t implement a policy for handlinguser-generated content.

S‐A’sVOICES:FirstCaseof“AE”Mishandling

AnIntegratedSocialMedia/DTCCampaign

Celebrityspokespeople

Events

TVcommercials

Website

Facebookpage

TwiMeraccount

YouTubechannel

Will it increase ROI?

Can this kind of integration beused for branded campaigns?

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FDAPublicHearing/Docket

14NOVLeMersRegardingPaidSearchEngineAdsIssued

March,2009LeadstoCallforPublicHearing/Guidance

Part15HearingheldNov13‐13,2009:“Promo*onofFood

andDrugAdministra*on‐RegulatedMedicalProductsUsing

theInternetandSocialMediaTools”

DocketNo.FDA‐2009‐N‐0441openforcommentsthrough

February28,2010

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Issues

Accountability

FulfillingRegulatoryRequirements

Pos*ngCorrec*veInforma*on

Links

AdverseEventRepor*ng

DrapGuidancebyEndof2010?

Hoping for HelpfulGuidelines, but KeepingExpectations Low

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PharmaMarke*ngNewsSurveyOverview

Onlinefrom9/20/2009through2/25/2010

IncludedAll19ques*onsfromFDA

Talliedvotesonspecificanswers/solu*ons

Pluscomments

SubmiMedResultstoDocket

274Respondents

731comments

Accountability

For what online communications are manufacturers, packers, or distributors accountable? Inparticular, when should third-party discussions be treated as being performed by, or on behalf of,the companies that market the product, as opposed to being performed independent of theinfluence of the companies marketing the products?

When marketer or agent sponsorsthe discussion (eg, provides aspecific grant to independent 3rd-party host such as a patientadvocacy group to sponsor thediscussion)When marketer or agent paid forthe content (eg, paid patients fortestimonials or otherwise providedcompensation)

When marketer or agent paid fordisplay ads to be run on specificdiscussion pages (eg, onlydiscussions related to the productadvertised)

3rd-Party Independence

ParametersforCorrec*ngMisinforma*on

Are there any parameters or criteria that could be used to determine the appropriateness ofcorrecting misinformation and/or scope of information a company can provide when trying tocorrect misinformation on a Web site outside a company's control?

ONLY misinformation of real andimminent danger to the publichealth (to be determined bycompany) should be correctedALL off-label claims—even ifsupported by peer-reviewedmedical literature—should becorrected)Only off-label claims NOTsubstantiated by peer-reviewedmedical literature should becorrectedCompanies should not beburdened by FDA regulationsrequiring them to makecorrections about ANY productmisinformation published on third-party sites

Posting Corrective Information

Accountability:BestPrac*ces

DISCLOSUREofinvolvementwithorinfluenceover3rd‐partysocialmediacontentshouldbeprominentlydisplayedalongsiderelevantcontentwhenpossible.

Halfofsurveyrespondentsagree

EachcompanyshouldhaveaPublicSocialMediaPolicy(SMP)thatincludesano*ceofitstransparency/disclosureandotherpoliciesrela*ngtosocialmedia.[JustlikeeverypharmacompanyhasapublicprivacypolicythatappliestoallitsproductWebsites,eachpharmacompanyshouldhaveapublicSMPthatappliestoallitssocialmediaac*vi*es,whetherownedorsponsoredbythecompany.]

Abouttwo‐thirdsofsurveyrespondentsagree

Companiesshouldmonitorsocialmediasitesforunauthorizeduseormodifica*onofitsapprovedcontentandmakeabestefforttoremoveorcorrectthecontent.ButtheyshouldonlybeREQUIREDtodosoonlyforsitesownedordirectlysponsoredbythem.

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SocialMediaAdverseEventRepor*ng

What challenges are presented in handling adverse event information from these sources?

The amount of information fromthese sources is potentially toovast to be processed economically(lack of resources)

Finding adverse event informationfrom these sources is like finding aneedle in a haystack (toodaunting)

The information is usuallyincomplete and does not meet therequirements for submitting ameaningful AER (not actionable)

There are many potential issuesthat won't fully be known until thepractice of monitoring social mediafor AEs is more prevalent(unknown issues).

Challenges

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AERepor*ngWidget“One‐Click”AccesstoFDAand/orPharmacoAERepor=ngSystem

Pharmaceu*calcompaniescouldpostFDAapprovedwidgetsontheirdrug.comWebandsocialnetworkingsites.

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SocialMediaReadinessAssessmentTool

Part1:RegulatoryEnvironment(45points)

− Corporateclimatewithregardtoregula*on

− Understandingofregulatoryrisks

− Abilitytoaddressrisks

Part2:CorporateCulture(30points)

– Toleranceforrisk

– Reac*ontonega*vecommentary

– Par*cipa*nginsocialmediasitecri*calofindustry

Part3:PersonalKnowledge&Awareness(25points)

– Knowledgeofvarioussocialmediaapps

– Awarenessofimpactofsocialmediaonpharmastakeholders

– Personaluseofsocialmediaapps

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Regulatory

In your opinion, what is yourcompany’s general regulatoryclimate?

Our legal/regulatory peopleare very CAUTIOUS when itcomes to taking regulatoryrisks and strive to avoid FDAwarning letters at all costs.

Vs.

Our legal/regulatory peopleare very AGGRESSIVE whenit comes to taking regulatoryrisks and handles FDAwarning letters when and ifthey arrive.

Corporate Climate

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Culture

How uncomfortablewould your company beadvertising in apublication or on a website that often containededitorial content criticalof the pharmaceuticalindustry yet whosereaders very closelymatched your targetaudience?

Comfort Zone

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Knowledge

Have you everpersonally used socialmedia (i.e., read anonline forum or posted amessage to an onlineforum, submittedcomments to a blog orwritten a blog post,edited a wiki, etc.)?

Personal Use

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OverallScores

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Trends

Pre March 2009 FDANOV Letters:10-Jan-2008 through1-Mar-2009

Post March 2009 FDANOV Letters:2-Mar-2009 through2-May-2010

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SocialMediaReadinessScores

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Resources

PharmaMarke*ngNews

− MonthlyelectronicnewsleMer

− 7,300opt‐insubscribers

− Ninthconsecu*veyearofpublica*on

− www.news.pharma‐mk*ng.com

PharmaMarke*ngBlog

– 25,000visitorspermonth

– pharmamk*ng.blogspot.com/

PharmaGuyTwiMerAccount

– 5,600Followers

– TwiMer.com/pharmaguy

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ContactInforma*on

John Mack

Follow me on Twitter:http://twitter.com/pharmaguy

Facebook page:http://www.facebook.com/pharmaguy

www.news.pharma-mkting.comwww.pharmamkting.blogspot.com

johnmack@virsci.com

215-504-4164215-504-5739 (Fax)