Social Media Rules for Pharma's FDA-Regulated Industry

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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

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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

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Understand the mediums

+Understand the mediums

“Bad artists imitate, good artists steal.”

- Pablo Picasso

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Facebook

+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

+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

[email protected]

[email protected]