Five tough questions product
managers are asking about
Don’t we expose ourselves to more adverse events?
Only a tiny fraction of social media posts contain reportable AEs.
You may have seen this Nielsen map. It looks at 500 random posts:
A 494 messages mention an identifiable patient
B 100 messages mention a specific medication
C 56 messages mention an identifiable reporter
D 14 messages both mention a specific medication
and an identifiable reporter
E 4 messages mention an adverse experience and
include and identifiable patient and a specific
F 1 message also included an identifiable report
That’s a .2% chance
Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,”8/2008
What if someone says something else negative
CAN (& DO)
On iGuard, WebMD, iVillage,
Twitter, etc., etc.
People trust positive comments
more when they also see negative
There will always be negative comments about your brand.
Ultimately, it’s what you do about it - act on it, respond
to it, change it - that builds social media esteem
Can we just disable comments and push content out?
Halfway social isn’t social
It has to work
the way people expect it to work
What do you expect from the FDA?
Good news: The FDA understands the issue
A lot of it revolves around
the five questions we
posed … things like
of the information and
[The codes] were
written decades and
decades ago… people
weren’t thinking about
Twitter back then.
Dr. Jean-Ah King, Special Assistant
to the Director in DDMAC
What do you expect from the FDA? (CONTINUED)
Bad news: We’ve got a long way to go
Technology will keep changing
No guarantee of guidance
Comment period is still open
Any draft guidance has comment period
Feb 24 speech is just
an update on what
One possible outcome
is “status quo”
If it is written, look for
a 90-day review +
Any guidance won’t be
and won’t know the
Is it really worth it?
peers is credible
pharma less than
they did five years
Could it be because we’re not part of the
conversation? Push advertising isn’t going to change
those numbers. Engaging and adding value is.
iCrossing, How America Searches: Health and Wellness, January 2008
DDB, Health is the New Wealth, 2009