Presentation of
Larry Mickelberg
Chief Digital Officer, Euro RSCG Life

Public Hearing on Promotion of FDA-Regulated Medic...
About our testimony

•  To support our testimony today, Euro RSCG and MicroDialogue LLC
   conducted proprietary research ...
Consumers report using much more electronic communication


 NOW VERSUS…

                          Electronic Interactions
Digital socialization has become a part of daily life
    % Daily Usage




  Despite chatter in the media, consumers do n...
Majority of consumers trust health-related information they find online

 90% would turn to online source for health-relat...
Consumers satisfied with availability and quality of safety information online




                         Yes, plenty of...
Health safety info important to consumers and significant determinant of quality
Effectively communicating that safety information is the core challenge
Consumers are finding online health information relevant and positive


                                                  ...
Most consumers take meaningful action on the health information they find
Use of online and social media by consumers improves physician interactions

 65% of online/social media users for health ...
Thank you.
Larry Mickelberg
Chief Digital Officer, Euro RSCG Life

Public Hearing on Promotion of FDA-Regulated Medical
Pr...
Upcoming SlideShare
Loading in …5
×

Euro RSCG Life FDA Presentation

1,299 views
1,259 views

Published on

Copy of presentation from November 12, 2009 FDA Social Media hearing

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,299
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
56
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Euro RSCG Life FDA Presentation

  1. 1. Presentation of Larry Mickelberg Chief Digital Officer, Euro RSCG Life Public Hearing on Promotion of FDA-Regulated Medical Products Using the Internet and Social Media Tools November 12, 2009 1
  2. 2. About our testimony •  To support our testimony today, Euro RSCG and MicroDialogue LLC conducted proprietary research and analysis leveraging various social media tools and sources. •  We deployed a survey to 1,228 social media users and analyzed thousands of verbatims and other conversations across blogs, Twitter and forums. A health-specific follow-up survey was deployed to 520 social media users —  We define social media users as people who engage with others online and social media as the platforms for this engagement •  The data is based on survey results and other conversations that occurred around October 2009.
  3. 3. Consumers report using much more electronic communication NOW VERSUS… Electronic Interactions
  4. 4. Digital socialization has become a part of daily life % Daily Usage Despite chatter in the media, consumers do not believe social media is a fad. Social media is just a fad (%) Some expect it to become an even bigger part of their social lives. I expect in the future more of my social life will happen online (%)
  5. 5. Majority of consumers trust health-related information they find online 90% would turn to online source for health-related information 89% of consumers consider Internet a reputable source for health-related information 82% of consumers have turned to the Internet for info about a particular health treatment 44% stated they would turn to a social media site for health information Reasons Turned to Internet (%) % Researched Particular Treatment Yes, often Yes, sometimes 82% Yes, once or twice No, but I would if I needed to Only 9% are close-minded to No, and I don’t plan to online health research, skewed toward 21-24 demo
  6. 6. Consumers satisfied with availability and quality of safety information online Yes, plenty of safety info available Yes, but want to see more safety info Yes, but it’s confusing No, difficult to research a particular treatment’s safety info No, not enough info made available
  7. 7. Health safety info important to consumers and significant determinant of quality
  8. 8. Effectively communicating that safety information is the core challenge
  9. 9. Consumers are finding online health information relevant and positive % who describe experience researching particular treatment as: Positive, found right info, felt informed 62% Positive Top-2 Box Positive, found right info but sought add’l info Neutral, found some info, but sub-par quality Neutral, found some info, but confusing Negative, I did not find what I wanted Negative, I did not trust the info I found Never researched particular treatment online
  10. 10. Most consumers take meaningful action on the health information they find
  11. 11. Use of online and social media by consumers improves physician interactions 65% of online/social media users for health info found social media info helpful when they eventually spoke to physician 90% would do it again and/or recommend others to do so
  12. 12. Thank you. Larry Mickelberg Chief Digital Officer, Euro RSCG Life Public Hearing on Promotion of FDA-Regulated Medical Products Using the Internet and Social Media Tools November 12, 2009 12

×