Pharma Facebook Changes

Facebook Pharma Changes

May 2011

LiveWorld POV By Jenna Woodul

Chief Community Officer

liveworld.com

Your brand lives in the voice of your customers

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Posts vs. comments

• Brands can disable fan posts to the Wall.• But fans can still comment on brand posts.• Pharma used to be able to request exceptions.

Fan post Fan comments

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Until now, pharma could request no fan comments.As of now, no more such brand Page “whitelisting.”

• Pages can disable posting, but not commenting.• Most pharma no longer able to request no comments.• Exceptions:

• Branded Pages for prescription drugs• Pages for disease states with only one treatment

The change

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As of August 15, 2011

Non-excepted Pages must allow fan comments.

As of August 15, fans can leave comments on pharma Wall posts

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Get prepared for the change

Moderate or terminate your Page – there’s no other option!

• FDA regulations require reporting adverse events.

• Off-label use represents additional risk.

• So does undesirable content like spam and profanity.

• Plus, interaction with users can be a very good thing!

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The opportunity

Online venues are increasingly a major source of…

• Health information• Sharing of experience• Support

Companies can help with and benefit from that dynamic.

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If legal concerns hold back brands

Both the public and the companies lose benefits:

• People share experience living with health issues.• Plus, get reliable information from experts.• Pharma shares from its knowledge base.• Directly responds to issues & questions.• Provides customers with a connection to others.• Learns a lot from customers.

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People will always talk

Regardless of whether companies keep their Pages…

• People will find a place to talk somewhere on the web.• Pharma needs the ability to

• Respond• Correct• Connect (in a venue they own and control)

That’s harder to do in thousands of possible web places.

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While waiting for the FDA

Although the FDA hasn’t yet clarified its online rules,companies should…

• Keep their Facebook Pages open.• Invest further in them.• Provide diligent moderation of public comments.

(See LiveWorld comments to the FDA)

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Best practices: Moderation

Facebook moderation programs, with focus on…

• Off-label use• Adverse events

• Connecting to brand’s normal process for reporting when all parameters for submission are present:

• Identifiable patient• Identifiable reporter• Specific product involved• Adverse event

• Providing addresses/forms for users to self-report

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Best practices: Responsibility

Take and demonstrate responsibility!With identified, credentialed brand representatives…

• Participating on the Facebook Page• Answering questions• Interacting knowledgeably with people

• Discussing valid issues• Providing guidance• Correcting misinformation

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Good results

Companies are accessible & accountable for all marketing:• Advertising• Product-related content• Articles, blogs, and comments from their own people

The public gets: • Accurate information• Channel for questions or concerns• Benefits from sharing experience with other customers

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How LiveWorld can help

LiveWorld services for pharma: • Facebook moderation• Community strategy and programming • Curation and conversation platforms

E-mail us: [email protected]