social media rules for pharma's fda-regulated industry
TRANSCRIPT
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Social Media Rules for
FDA-Regulated Industry
Mike Myers & Mike Smith
@mikermyers
@mikesmith55
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It all works because of connectivity
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“We don‟t have a choice on whether we do
social media, the question is how well we
do it”- Erik Qualmen
+Today‟s outline
Be aware, not afraid
Understand the mediums
Monitor and get involved
It‟s all about the brand experience
It‟s not about you
+
Be aware, not afraid
+Be aware, not afraid
The #1 objection to
social media
among healthcare
companies
Adverse Event
Reporting!
+Be aware, not afraid
The Myth
If given the opportunity, patients
will post “adverse events” that need to be reported to the
FDA
+Be aware, not afraid
The Reality
1 in 500 posts actually contains all
the information required for an adverse event
report
+
Understand the mediums
+Understand the mediums
“Bad artists imitate, good artists steal.”
- Pablo Picasso
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+Facebook is the most popular social
media site
Over 800 million users
More than 50% of active users log on to Facebook in any given day
On average, more than 250 million photos are uploaded per day
More than 70 languages available on the site
On average, people on Facebook install apps more than 20 million times every day
Average user is connected to 80 community pages, groups and events
Compared with other social media sites, users tend to spend the most time on Facebook and view the most pages there
Sources:
1. Facebook.com/press
2. Alexa.com
3. http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site
+ Compared with all of Facebook,
health/pharma pages have been less popular
+ Early usage focused largely on disease
state sites and patient communities
+ Facebook‟s ongoing
“adjustments”…• Pages focused on companies
themselves and on disease or
patient-specific communities are
now open to comments
• Those focused on a specific
prescription products continue to
be closed
• Many companies have removed
sites and are waiting to see what
happens next
+Yet some companies continue to engage
+And are succeeding
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Pharmawall is a good solution (and reasonably priced-and not sold by us…)
+Rise of the ePatients and „patient advocates‟
+Sanofi-Aventis
Case study of what not to do…
Shirley Ledlie, a cancer survivor, comments on their site about her permanent hair loss post using Taxotere
Patient returns to site and finds her post(s) deleted
Shirley goes “ballistic” in the
social media space
Sanofi-Aventis pulls down the
ability to comment on their site
(eventually reopened)
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YouTube
+YouTube has the highest number of page
views compared with other social media sites
Quantcast estimates that 400
million unique viewers visit
each month
YouTube is the second most
trafficked site globally
Sources:
1. Alexa.com.
2. http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site.
3. Reach Gen-Y with YouTube video marketing by David Schwartz, SOS marketing blog.
Most viewed video belongs to Justin Bieber ~650 Million views!
+YouTube video statistics
48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day
Over 3 billion videos are viewed a day
More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years
70% of YouTube traffic comes from outside the US
YouTube is localized in 25 countries across 43 languages
YouTube's demographic is broad: 18-54 years old
800M unique users visit YouTube each month
YouTube mobile gets over 400M views a day (up 3x year/year), representing 13% of daily views
Source:
1. http://www.youtube.com/t/press_statistics
+YouTube provides a different element to social
media than Facebook and Twitter
Facebook and Twitter are used to stimulate conversation, push
information, and/or organize events
YouTube doesn‟t stimulate conversation but serves as a
medium to push and share a large amount of content
Sources:
1. http://www.reelseo.com/relevant-video-advertising-monetization/
+ The most popular
channel on YouTube,
VEVO, has over 50
billion viewsPharma YouTube
accounts have
relatively few
subscribers and
channel views
compared with
popular consumer
channels
The channel with the
most
subscribers, Ray
William
Johnson, , has almost
5 million subscribers
• YouTube provides the easy presentation of fair balance
• YouTube is VERY popular with pharma
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+Twitter : broadcast of status updates
Definition of the word “Twitter”:
a short burst of inconsequential information; chirps from birds
Twitter is a service that uses Short Messaging Service (SMS)
to tell small groups what you are doing. Twitter was the first
service/app to marry short code messaging, SMS, with a way
to create social groups
Source: http://en.wikipedia.org/wiki/Twitter
VS
1 : 1 1 : MANY
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Compared with all of Twitter,
pharmaceutical pages are less
popular
+Pfizer_News identifies that employee is
tweeting on behalf of the company
Note: the @pfizer handle was grabbed by someone outside of the corporate level of the organization
+Johnson&Johnson established the best
practice of having a face represent the brand
rather than a corporate logo
And then he left…
+Novartis follows few Twitter accounts but has
acquired almost 20,000 followers
+AstraZeneca
+Patient advocates: Charlie Kimball, the only licensed
racecar driver with type 1 diabetes, tweets for Novo
Nordisk on both disease state and his personal
account
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Monitor and get involved
+Monitor and get involved
Be aware of what people are
saying about your brand
Look outside pharma and
healthcare to see what is
possible
+Monitor and get involved
One tweet starts a firestorm
+Monitor and get involved
And one very public apology
+Monitor and get Involved
One blogger
One tweet
One weekend
7,000 more
tweets
One product fiasco
+ Pfizer Facebook campaign• Blog post complained it was offensive to women
• Pfizer had been deleting critical comments on its Facebook page
• Snowball effect ensued
• Ad removed – apology issued
• Lesson learned?
+It‟s all about the brand
experience
+Brand experience
+Brand experience
+Brand experience
+Brand experience
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It‟s not about you
+ Phenylketonuria (PKU)
is a rare condition in
which a baby is born
without the ability to
properly break down an
amino acid called
phenylalanine.
It‟s not
about you
Babies with PKU are missing an enzyme called phenylalanine
hydroxylase, which is needed to break down an essential
amino acid called phenylalanine.
Without the enzyme, substances build up in the body. These
substances are harmful to the central nervous system and
cause brain damage.
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Patient community• Patients drive the content and messages
• Popular site
• True benefits
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People with pseudobulbar affect (PBA)
have sudden outbursts of involuntary
emotional displays that they cannot
control. They may start to cry or
laugh, even though there is nothing sad or
funny to trigger those emotions.
It‟s not
about you
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Loosely monitored
Patient community embedded into disease state site
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Starting tomorrow
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Learn from others
Get involved/understand
the mediums
Find out where your customers
are and what they are saying
Build internal guidance and
educate internally
Start small
But, start now…
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The ROI of social media is your
business will still exist in 5 years…
“Bad artists imitate, good artists steal.”
- Pablo Picasso
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Thanks.Presentation is available at:
www.slideshare.net/paliosaratoga