Wendy<br />Blackburn<br />Intouch Solutions<br />
Dare to ShareSocial Sharing Risks and Solutions for Pharma<br />Wendy Blackburn<br />
Can You Spare a Square?<br />
What is Social Sharing?<br />
Pharma Sharing Landscape<br />FDA letter to major pharma co.<br />Multiple issues with content <br />Shared via Facebook s...
So What?<br />First DDMAC letter:<br />Addressing social sharing tools <br />Mentioning Facebook<br />Directly addressing ...
BAD<br /><ul><li> Relies on HTML <meta> tags to define content to be shared
 Because <meta> tags are designed for SEO,  there are cases where the tags are too long to be shared on the target site
 In these cases, the sharing tool will truncate the message
 Standard Web sharing widget
 Not designed for pharma purposes</li></li></ul><li>The Optimal Sharing Tool<br />Provides enhanced control<br />Offers op...
SAFE<br /><ul><li>share»send»save is designed to leverage a separate set of tags
 Provides pharma full control over content of shared messages
 Ensures content is shared appropriately without impacting SEO
share»send»save sharing widget
Designed to be pharma-friendly</li></li></ul><li>
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Dare to Share: Social Sharing Risks and Solutions for Pharma

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Presentation by Wendy Blackburn, InTouch

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  • Introduce Speaker, Topic, Intouch Reference that this is most relevant for pharma and other regulated industries, but also relevant to broader healthcare marketer and communicators as well
  • Title reminded me of one of my favorite Seinfield episodeIf I had more time, I’d play the clip, but basically …Elaine and Jamie Gertz have a dialogue in the women’s room – Elaine needs toilet paper; Jamie doesn’t have a square to spareElaine repeatedly asks “Do you have a square to spare?” Jamie, alas, does not.What I’m here to ask today is: “Can you dare to share? Not toilet paper, but content.”
  • The details of the letter indicate that the Facebook sharing feature of the social widget on the website generated communications that were in violation because they:• Failed to provide risk information (omission of risk)• Broadened Tasigna® indication beyond what was approved (broadening of indication)• Implied advantages of Tasigna® over other products (unsubstantiated superiority claims)• Implied the drug is more effective than clinical experience or evidence has proven (overstatement of efficacy)The letter also pointed out that, while the website itself was submitted to FDA per regulations, the shared content was not submitted prior to use (failure to submit).
  • 1st DDMAC letter re: social sharing tools 1st letter that mentions Facebook1st letter directly addressing metadataTakeaways: The message here is that FDA expects compliance with existing regseven if there are space limitations.Metadata can influence your social sharing messaging and therefore must comply with FDA regulations.
  • Standard drug.comReco from emerging media team is to share @ content level, where relevance is highest
  • Meta tags are usually thought of as invisible to users &amp; just for search engines, but standard sharing widgets make that content visibleTruncation can lead to issues like broadening of indication, overstatement of efficacy, etc.Facebook is just one example but is a common oneMessage is being truncated in a way that could cause fair balance problemsRandom image is scraped from site &amp; distorted by Facebook
  • Standard drug.comReco from emerging media team is to share @ content level, where relevance is highest
  • Safe sharing using “social tags”Desired share-able image can be set® Safe shortened URL prevents claim statement in linkReminder messagingSearcn engines would still see original metadata
  • share tab for social networks &amp; social bookmarksCan disclaim liability for external sites while passing data &amp; directing users to any of the sitesSame safe social content goes to all
  • share tab for social networks &amp; social bookmarksCan disclaim liability for external sites while passing data &amp; directing users to any of the sitesSame safe social content goes to all
  • Send tab for email sharingControls the message of what gets sharedEmails can include drug safety info
  • Save tab allows users to create bookmarks
  • Standard drug.comReco from emerging media team is to share @ content level, where relevance is highest
  • Look on your jump drives for more social sharing information and more details about ShareSendSaveVisit ShareSendSave.com
  • You’ll find much more information, details, and point of view documents on social sharing on the black jump drives in your bags
  • Transcript of "Dare to Share: Social Sharing Risks and Solutions for Pharma"

    1. 1. Wendy<br />Blackburn<br />Intouch Solutions<br />
    2. 2. Dare to ShareSocial Sharing Risks and Solutions for Pharma<br />Wendy Blackburn<br />
    3. 3. Can You Spare a Square?<br />
    4. 4. What is Social Sharing?<br />
    5. 5. Pharma Sharing Landscape<br />FDA letter to major pharma co.<br />Multiple issues with content <br />Shared via Facebook sharing widget<br />FDA “disliked” it due to:<br />Omission of risk<br />Broadening of indication<br />Superiority claims<br />Overstatement of efficacy<br />Failure to submit<br />
    6. 6. So What?<br />First DDMAC letter:<br />Addressing social sharing tools <br />Mentioning Facebook<br />Directly addressing metadata<br />Takeaways: <br />FDA expects compliance <br />Even if there are space limitations<br />Metadata can influence social sharing<br />Must be in compliance<br />
    7. 7.
    8. 8. BAD<br /><ul><li> Relies on HTML <meta> tags to define content to be shared
    9. 9. Because <meta> tags are designed for SEO, there are cases where the tags are too long to be shared on the target site
    10. 10. In these cases, the sharing tool will truncate the message
    11. 11. Standard Web sharing widget
    12. 12. Not designed for pharma purposes</li></li></ul><li>The Optimal Sharing Tool<br />Provides enhanced control<br />Offers options<br />Doesn’t rely on SEO metadata<br />Introducing …<br />
    13. 13. SAFE<br /><ul><li>share»send»save is designed to leverage a separate set of tags
    14. 14. Provides pharma full control over content of shared messages
    15. 15. Ensures content is shared appropriately without impacting SEO
    16. 16. share»send»save sharing widget
    17. 17. Designed to be pharma-friendly</li></li></ul><li>
    18. 18.
    19. 19.
    20. 20.
    21. 21. share»send»save Features<br />Allows SEO and social tags to co-exist<br />Enables consistent sharing of specified content<br />Sends secure e-mails that include safety<br />Offers interstitial “leaving site” disclaimer<br />Enhanced tracking, analytics, customization<br />
    22. 22. Social Sharing Takeaways<br />Start with relevant content<br />Share with care!<br />Be selective<br />Not everything should be shared<br />Use tools that provide control<br />At the end of the day …<br />Seek the best experience for your end-user<br />AND minimize risk!<br />
    23. 23. Spare a square – dare to share – but share with care!<br />sharesendsave.com Thank you!<br />
    24. 24. Innovations <br />in Thought & Technology<br />

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