FDA Digital Communication Efforts

FDA’s Web 2.0 / Social Media Strategy Sanjay J. Koyani Director, FDA Web Communications U.S. Food & Drug Administration

FDA Digital Communications Approach

FDA.gov Redesign: Before U.S. Food & Drug Administration Page 

Page  U.S. Food & Drug Administration FDA.gov After

Initial Concern

What Actually Happened (http://targetpopulation.wordpress.com/2009/03/02/feds-use-social-media-for-peanut-recall-outreach/) “ Federal health officials seem to be … using every conceivable technology to reach different audiences—consumers affected by the recall, interested members of the public, print and television media, state and local partners, and bloggers. When I say every technology, I mean it .” IMPACT

FDA Must Present in the Digital Marketplace W I D G E T S

Multiple Digital Channels for Public Access to FDA Information
Email Subscription Service
105 subscriptions (recalls, consumer updates, etc.)
Over 360,000 subscribers
FDA RSS Feeds
16 RSS topics (drug shortages, approved medical devices, etc.)
Average 10,000,000 page views per month
FDA Video Channels
Food safety, patient safety news, topic-specific videos (generic drugs, do’s and don’ts during peanut product outbreak)
FDA Podcasts
Drug safety podcast
Commissioner’s Viewpoint

Twitter
Public feedback:
Invaluable resource!
I think the frequency is great.
Provides near real time info for us out in the field doing compliance surveys on recalls.
Keep up the good work

All FDA Twitter Accounts

Peanut & Pistachio Recall Widgets
Method to distribute the recall database to a wide audience
Over 20,000 sites embedded the peanut widget. Examples include:
Migrant Clinicians Network
The Daily Green Web Site
Arkansas Department of Health
The peanut widget received over 20,000,000 page views (as of 4/22/2009)

Additional Widgets

Content Syndication

Additional Widgets

YouTube Feedback The videos were placed on FDA.gov and FDA’s YouTube channel. The Do's and Don'ts video was 5 times more popular than the Anatomy of an Outbreak video 2,677 YouTube views 524 YouTube views

Webinars with Bloggers

Mobile Texting Pilot: FDA Product Safety Alerts Alert: Ear Candles, Risk of Serious Injuries

Leveraging Partnerships http:// m.cdc.gov / US GOV/HHS Health Alert: Get peanut butter recall info at FDA: http:// www.fda.gov /salmonella or CDC: 800-232-4636. More: http://m.cdc.gov E-Cards

Early Lessons Learned Page 
"The future has arrived, it's just not evenly distributed yet." - William Gibson, Author
Start Somewhere: Evolution vs. Revolution
Start Just Listening
Start Low-Risk, High-Impact

Page 
Don’t Recreate the Wheel
Listen to The Wisdom of Crowds
Usability Test to Evaluate Goodness
Early Lessons Learned

Resources
FDA.gov: http://www.fda.gov/NewsEvents/InteractiveMedia/
Usability.gov: http:// usability.gov
WebContent.gov: www.webcontent.gov
Research-Based Web Design and Usability Guidelines: www.usability.gov/pdfs/guidelines.html
CDC eHealth Data Briefs: http://www.cdc.gov/HealthMarketing/ehm/data-briefs.html
HHS New Media Site: http://newmedia.hhs.gov/
HHS Open Government: http://www.hhs.gov/open

FDA Social Media Council

SANJAY J. KOYANI Director, FDA Web Communications U.S. Food and Drug Administration [email_address]

FDA Digital Communication Efforts

by Kathleen Smith on Mar 12, 2010

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FDA Digital Communication Efforts — Presentation Transcript