Q&A
Five tough questions product
managers are asking about
social media
Don’t we expose ourselves to more adverse events?
Only a tiny fraction of social media posts contain reportable AEs.
You m...
What if someone says something else negative
THEY ALREADY
CAN (& DO)
On iGuard, WebMD, iVillage,
Twitter, etc., etc.
NEGAT...
Can we just disable comments and push content out?
Halfway social isn’t social
It has to work
the way people expect it to ...
What do you expect from the FDA?
Good news: The FDA understands the issue
A lot of it revolves around
the five questions w...
What do you expect from the FDA? (CONTINUED)
Bad news: We’ve got a long way to go
Technology will keep changing
No guarant...
Is it really worth it?
70%of
consumers
believe pharma
information from
their non-expert
peers is credible
48%of
Americans ...
Five Questions About Social Media and Pharma
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Five Questions About Social Media and Pharma

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Five key questions product managers are asking about how to manage their brands and their risk in social media.

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Five Questions About Social Media and Pharma

  1. 1. Q&A Five tough questions product managers are asking about social media
  2. 2. 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 medication 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
  3. 3. What if someone says something else negative THEY ALREADY CAN (& DO) On iGuard, WebMD, iVillage, Twitter, etc., etc. NEGATIVE = CREDIBLE 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
  4. 4. 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
  5. 5. 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 accountability, responsibility, ownership of the information and regulatory requirements. [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
  6. 6. 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 they’ve heard One possible outcome is “status quo” If it is written, look for a 90-day review + iteration Any guidance won’t be technology-specific and won’t know the next evolution
  7. 7. Is it really worth it? 70%of consumers believe pharma information from their non-expert peers is credible 48%of Americans trust pharma less than they did five years ago YES. 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

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