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Social Media Strategies for Clinical Research Professionals

draft slide deck provided for reviewACRP RTP – 10 Jun 2013

Mary K.D. D’Rozario

MSCR, CCRP, RAC, CCRA

President / Clinical Research Consultant

Clinical Research Performance, Inc.

mary.drozario@crplink.com

@marydrozario

marydrozario

marykddrozario

We work for sites.

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Outcomes

Understand shift to social businesses.

Understand how to develop social media skills.

Understand social media for advertising (patient recruitment).

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Social: Why should I care?

Global differentiation of American workforce

Increased fragmentation of work performance

Efficiency

Job Satisfaction

Increased non-cash work

Cash for Unique Value

Social is nothing new

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Fragmentation of Clinical Research

Primary CRO

Sponsor

auditor

Site startup

Records management

monitoring

auditors

monitors

Staffing co

PMs

Site training

Subject recruitment

labs

FDA

Data management

regulatory

Sites

IRB

HIGH-R

ISK

INEFFIC

IENT

UNSUS

TAINAB

LE

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Turning Social Media into Cash - Example

The value of micro-expertise has an outlet in social media.

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Social: How are skills developed?

Closed Spaces

Limited Spaces

The Open Internet

Obtaining information

Providing Information

Replacing inefficient communication – the social company

Personal

Business

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Avoiding Social Media Blunders #1 Tip: Listen First, Listen During, Listen After

http://www.ucsfbenioffchildrens.org/pdf/pubs/bridges/bridges_fall2011.pdf

Or, that time when the medical system did a better job of social media than everyone else.

My niece.

She’s health

y!

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Avoiding Social Media Blunders – Other Tips

• Know your audience. Your audience are “lurkers”

• Know what you are saying means. To your audience, and to the wider world.

• Be prepared for replies.

• Give more than you ask- provide value.

• Your tips?

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Regulatory Landscape – What Has Happened

• Regulation was championed by Joshua Sharfstein (@drJoshS), Principal Deputy Director of the FDA 2009 – 01/2011

• DRAFT Guidance for Industry: Responding to Unsolicited Requests for Off-Label Information About Prescription Drugs and Medical Devices The only FDA guidance to mention social media.

• FDASIA Title XI. Section 1121: Internet Promotion Policy Regulation required by July 2014

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Regulatory Landscape – What Hasn’t Happened

• Social Companies

• Patient Recruitment

• Communication Deviations

• Everything Else

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Other Legal Issues

• If you host social media… …you may have responsibilities as a publisher.

• General liability How will you reply to disgruntled or slanderous

patients? Do you have a staff social media policy?

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Advertising intended for study subjects goes to the IRB.

• No: Financial or business articles or releases. “Dear Doctor” letters. A simple list of the study name. General disease information or practice information. Material generated without the practice’s control.

• Patient comments.

• Yes: Anything about the practice’s research activities. Anything communicating information about a study.

OHRP Guidance on Institutional Review Board Review of Clinical Trial Websites, 20 September 2005http://www.hhs.gov/ohrp/policy/clinicaltrials.html

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Social Media Advertising Has Special Issues

• Is your IRB comfortable with social media?

• Is your lawyer on board?

• How will you handle replies? Text and Route Out of business hours

• How will you protect the information of those with whom you interact?

• How will you document the advertising?

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Some General Principles of Advertising

• Determine your goal Who do you want to reach? What do you want them to do?

• Find your audience Is your audience segmented? Which segment is the priority? Where do they hang out? Who do they follow?

Social Media:

Show your face!

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Listening Tools in Health Care Social Media (#HCSM)

The Healthcare Hashtag Project:http://www.symplur.com/healthcare-hashtags/

Google Keyword Tool

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Places to Listen (and possibly message)

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Familiar Channels

• YouTube, SlideShare

• Facebook, Google+

• Twitter, Pinterest, Tumblr

• Patient Forums

• Craigslist

Use ch

annels

you understand.

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Messaging Principles

• Make it simple. One click rule.

• Give them somewhere to go. Website, facebook page, phone number… What do you want them to do?

• Give them a reason to pay attention to you. Consistent stream of information.

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YouTube Case Study: UNC Hospitals

• http://www.youtube.com/watch?v=gokYh23d-9w

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Twitter Case Study: Mayo Clinic

click click

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Facebook Case Study: MD Anderson

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Pinterest Case Study: St. Jude Children’s Research Hospital

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Resources

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Social Media Tools

• Hootsuite.com or Tweetdeck.com can link Twitter, Facebook, LinkedIn

• Klout.com – free quick-and-dirty measure of social media impact

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Social Media Big Picture – Further Reading

Jaron Lanier. (2013). Who Owns the Future? New York, NY: Simon & Schuster -Review of macroeconomic effect of social and policy recommendations for the future.

Interview: http://www.salon.com/2013/05/12/jaron_lanier_the_internet_destroyed_the_middle_class/

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Social Companies – Further Reading

Mark Fidelman. (2013). Socialized!: How the Most Successful Businesses Harness the Power of Social. Brookline, MA: Bibliomotion, Inc.-What a social company looks like and how to get there.

Great twitter feed: @markfidelmanForbes writer: http://www.forbes.com/sites/markfidelman

IMB. (2012). IBM executive brief: social business behavior. [Need to search on google and provide IBM information to access white paper.

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Social Media for Advertising – Further Reading

Jennifer Grappone & Gradiva Couzin, (2010). Search Engine Optimization: An Hour A Day. Indianapolis, IN: Wiley Publishing

There are a ton of good books and a ton of good free information, this just happens to be one good book I read.

Cami Gearhart, JD. (December 2012). IRB Review of the Use of Social Media in Research. The Monitor.

Oglivy Washington & The Center for Social Impact Communication at Georgetown University. (November 2010). Using Social Media Platforms to Amplify Public Health Messages. Published at http://smexchange.ogilvypr.com/wp-content/uploads/2010/11/OW_SM_WhitePaper.pdf

Tip: Follow some SEO experts on Twitter to get advice in manageable chunks.

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Social Messaging Content – Further ReadingAnn Handley & C.C. Chapman. (2012). Content Rules: How to create killer blogs, podcasts, videos, ebooks, webinars (and more) that engage customers and ignite your business (New Rules Social Media Series). Hoboken, NJ: John Wiley & Sons, Inc.

How to use existing personnel and materials to develop content.

Robert W. Bly. (2007). The Copywriter’s Handbook: A Step-by-Step Guide to Writing Copy That Sells. New York, NY: Henry Holt and Company, LLC

Randy Olson. (2009). Don’t Be Such a Scientist: Talking Substance in an Age of Style. Washington: Island Press

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How to Create a Facebook Friends List

Click “manage lists” at the bottom of the drop down.

On the old Facebook (currently on tablets), find “FRIENDS” on the left side of the screen and hover mouse to the right of the word. Click on “more.”

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How to Use a Facebook Friends List

When you start a post, who can see it is next to the “post” button. Select “custom” and you will get this window.

Use your friends list to either be “share with” or use to share with everyone except “don’t share this with.”

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Don’t Be the Facebook DramatistTip: Put up your post with the most restrictive view you use. Then change it to be more viewable after you post. This way your next post will still be restricted.

Caution: Facebook uses the setting “you” last used. So if your last post was from an app that was “all friends”, the next post you write will be all friends.

Tip: You can now set who can see app postings. One option is to set it to “me” and only make visible to others posts which you select as meaningful.

Tip: Consider hiding/limited people rather than unfriending.

Tip: Look first, then ask for information.

Tip: Consider your audience. Use lists to direct to the right audience.

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Be Awesome on LinkedIn

• Read this for simple, realistic instructions to create a good LinkedIn Profile: http://www.examiner.com/article/21-steps-to-the-perfect-linkedin-profile

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Questions