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GLOBALHealthPR is the largest independent public relations group dedicated exclusively to health and medical communications worldwide.
GLOBALHealthPR implements national, regional and global objective-led campaigns that are culturally relevant and will work in the US, and major European, Latin American and Asian markets.
GLOBALHealthPR's Global Guide to Pharma Marketing Codes is designed to help pharmaceutical marketers and public relations specialists more effectively design global campaigns by serving as a simple resource to help navigate health care marketing and promotion regulations around the world.
How Can You Reach These Objectives with Digital Media? Listening Actively listen to your brand, your competition and your industry in the digital sphere. Identify the top influencers for your brand, your competition and your industry and engage with them. B rand . Engagement Transparency
Build authentic and transparent relationships with your audiences and influencers.
During November’s FDA hearing on the use of social media, it became clear that pharmaceutical and medical device industries would like to see clear guidance from the FDA on their responsibilities in the social media space. In particular for adverse event reporting (AER) as this is a major issue that both pharma companies and the FDA is grappling with.
An adverse event (AE) is a harmful and undesired effect resulting from a medication or other intervention such as surgery.
What do you need to have a “reportable adverse event”?
Specific drug or biologic involved in the event
Adverse event or fatal outcome
*If you don’t have all four, the FDA won’t accept an AE report.
Nielsen regularly scans more than 100 million sites. Around 1,350 of these are healthcare-specific and have some discussion component to them (forums, blogs, Q&A, etc.). These 1,350 sites generate almost 83,000 new posts every day. While this might seem overwhelming at first – it’s not…
It’s important to remember that pharma companies are not required to monitor everything out there and you only have to report events that are reported to you, controlled by you or events that you come across elsewhere online.
To put the numbers in perspective:
12,777 pharmaceutical companies in the US (www.Manta.com)
need to monitor 166 AEs.
Should this be a reason to curtail social media usage?
Regardless of attendance at the public hearing, interested parties can submit written or electronic comments to the FDA until February 28, 2010.
What Happens Next?
Competition Challenges The first step in any campaign is a digital audit. This will help you understand the role you and your competitors play in the digital arena. Today with a fixed number of potential clients your competition is only going to increase with time and two or three years down the road, you’ll wish you had as “easy” competition as you do now. Company A ($10.5 billion in ‘08 sales, 34,500 employees) Corporate X X HR Brand X X X X X Company B ($5.8 billion in ‘08 sales, 18,000 employees) Corporate X X X X HR X X X Brand X X X X X Company C ($1.6 billion in ‘08 sales, 9,700 employees) Corporate X X X X X HR X X Brand X X X X X Company D ($7 billion in ‘08 sales, 28,000 employees) Corporate X X X HR Brand
Instead of waiting a year or longer for the FDA’s guidelines, develop social media policies now. As a first step, companies should produce and enforce social media guidelines.
Pharma should be listening. There is a goldmine of knowledge on the web. Given the likelihood that finding an AE online has such a low probability, listening becomes even more important. (Ensure your monitoring teams are drug safety trained!)
Become comfortable with digital tactics by using social media to promote corporate communications, investor relations, HR/employment, etc.
Remember – it’s important to integrate digital/social media tactics into your already established communications methods, rather than keeping them separate.