Facebook <br />Pharma<br />Changes<br />May 2011<br />   LiveWorld POV  By Jenna Woodul  Chief Community Officer<br />Your...
1: LiveWorld. Your social marketing company.<br />Posts vs. comments<br /><ul><li>Brands can disable fan posts to the Wall.
But fans can still comment on brand posts.
Pharma used to be able to request exceptions.</li></ul>Fan post<br />Fan comments<br />
1: LiveWorld. Your social marketing company.<br />The change<br />Until now, pharma could request no fan comments.<br />As...
Most pharma no longer able to request no comments.
Exceptions:
Branded Pages for prescription drugs
Pages for disease states with only one treatment</li></li></ul><li>1: LiveWorld. Your social marketing company.<br />As of...
1: LiveWorld. Your social marketing company.<br />Get prepared for the change<br />Moderate or terminate your Page – there...
Off-label use represents additional risk.
So does undesirable content like spamand profanity.
Plus, interaction with users can be a very good thing!</li></li></ul><li>1: LiveWorld. Your social marketing company.<br /...
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Pharma Facebook Changes

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LiveWorld view of how pharma companies need to prepare for changes to the new rules about public commenting on Facebook Pages.

By Jenna Woodul, Chief Community Officer at LiveWorld.

Published in: Business
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Pharma Facebook Changes

  1. 1. Facebook <br />Pharma<br />Changes<br />May 2011<br /> LiveWorld POV By Jenna Woodul Chief Community Officer<br />Your brand lives in the voice of your customers<br /> liveworld.com<br />LiveWorld Confidential<br />Patent Pending<br />
  2. 2. 1: LiveWorld. Your social marketing company.<br />Posts vs. comments<br /><ul><li>Brands can disable fan posts to the Wall.
  3. 3. But fans can still comment on brand posts.
  4. 4. Pharma used to be able to request exceptions.</li></ul>Fan post<br />Fan comments<br />
  5. 5. 1: LiveWorld. Your social marketing company.<br />The change<br />Until now, pharma could request no fan comments.<br />As of now, no more such brand Page “whitelisting.”<br /><ul><li>Pages can disable posting, but not commenting.
  6. 6. Most pharma no longer able to request no comments.
  7. 7. Exceptions:
  8. 8. Branded Pages for prescription drugs
  9. 9. Pages for disease states with only one treatment</li></li></ul><li>1: LiveWorld. Your social marketing company.<br />As of August 15, 2011<br />Non-excepted Pages must allow fan comments.<br />As of August 15, fans can leave comments on pharma Wall posts<br />
  10. 10. 1: LiveWorld. Your social marketing company.<br />Get prepared for the change<br />Moderate or terminate your Page – there’s no other option!<br /><ul><li>FDA regulations require reporting adverse events.
  11. 11. Off-label use represents additional risk.
  12. 12. So does undesirable content like spamand profanity.
  13. 13. Plus, interaction with users can be a very good thing!</li></li></ul><li>1: LiveWorld. Your social marketing company.<br />The opportunity<br />Online venues are increasingly a major source of…<br /><ul><li>Health information
  14. 14. Sharing of experience
  15. 15. Support</li></ul>Companies can help with and benefit from that dynamic.<br />
  16. 16. 1: LiveWorld. Your social marketing company.<br />If legal concerns hold back brands<br />Both the public and the companies lose benefits:<br /><ul><li>People share experience living with health issues.
  17. 17. Plus, get reliable information from experts.
  18. 18. Pharma shares from its knowledge base.
  19. 19. Directly responds to issues & questions.
  20. 20. Provides customers with a connection to others.
  21. 21. Learns a lot from customers.</li></li></ul><li>1: LiveWorld. Your social marketing company.<br />People will always talk<br />Regardless of whether companies keep their Pages…<br /><ul><li>People will find a place to talk somewhere on the web.
  22. 22. Pharma needs the ability to
  23. 23. Respond
  24. 24. Correct
  25. 25. Connect </li></ul>(in a venue they own and control)<br />That’s harder to do in thousands of possible web places.<br />
  26. 26. 1: LiveWorld. Your social marketing company.<br />While waiting for the FDA<br />Although the FDA hasn’t yet clarified its online rules,<br />companies should…<br /><ul><li>Keep their Facebook Pages open.
  27. 27. Invest further in them.
  28. 28. Provide diligent moderation of public comments.</li></ul> (See LiveWorld comments to the FDA)<br />
  29. 29. 1: LiveWorld. Your social marketing company.<br />Best practices: Moderation<br />Facebook moderation programs, with focus on…<br /><ul><li>Off-label use
  30. 30. Adverse events
  31. 31. Connecting to brand’s normal process for reporting when all parameters for submission are present:
  32. 32. Identifiable patient
  33. 33. Identifiable reporter
  34. 34. Specific product involved
  35. 35. Adverse event
  36. 36. Providing addresses/forms for users to self-report</li></li></ul><li>1: LiveWorld. Your social marketing company.<br />Best practices: Responsibility<br />Take and demonstrate responsibility!<br />With identified, credentialed brand representatives…<br /><ul><li>Participating on the Facebook Page
  37. 37. Answering questions
  38. 38. Interacting knowledgeably with people
  39. 39. Discussing valid issues
  40. 40. Providing guidance
  41. 41. Correcting misinformation</li></li></ul><li>1: LiveWorld. Your social marketing company.<br />Good results<br />Companies are accessible & accountable for all marketing:<br /><ul><li>Advertising
  42. 42. Product-related content
  43. 43. Articles, blogs, and comments from their own people</li></ul>The public gets: <br /><ul><li>Accurate information
  44. 44. Channel for questions or concerns
  45. 45. Benefits from sharing experience with other customers</li></li></ul><li>1: LiveWorld. Your social marketing company.<br />How LiveWorld can help<br />LiveWorld services for pharma: <br /><ul><li>Facebook moderation
  46. 46. Community strategy and programming
  47. 47. Curation and conversation platforms</li></ul>E-mail us: sales@liveworld.com <br />

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