Pharma Facebook Changes
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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.

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.

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    Pharma Facebook Changes Pharma Facebook Changes Presentation Transcript

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