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How BioPharma Is Using Social Media

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  • Connection
  • Look at a cautionary tale New drug two possible stories: First and only for preterm birth Or the price spike? $10 to $20 per injection to $1500 per injection Estimate impact on HC system: $30,000 per pregnancy for as many as 140,000 pregnancies per year or $4.2 billion
  • Someone started a FB page where patients expressed anger, can ’t tell who started page and their agenda The mainstream media reported that the page existed and had quickly gained fans
  • What happened: March of Dimes, who had been worried about purity and consistency of the compounded drug and also had received $1M in donations from KV, praised Makena March of Dimes claimed they were not informed about cost ahead of time and as media backlash continued, they removed support from KV
  • What happened: First, members of Congress announced they ’d look at orphan drug determinations The FDA announced they would not enforce exclusivity with legitimate scripts KV shares plummeted more than 30% KV announced a price cut
  • UCB
  • Look at a cautionary tale New drug two possible stories: First and only for preterm birth Or the price spike? $10 to $20 per injection to $1500 per injection Estimate impact on HC system: $30,000 per pregnancy for as many as 140,000 pregnancies per year or $4.2 billion
  • Keep you finger on the pulse of: Regulatory Technology
  • Have a plan. Mention Chrysler, etc. Also mention Roche offers guidelines for different platforms on their site: Twitter, Facebook, LinkedIn
  • Have a plan. Mention Chrysler, etc. Also mention Roche offers guidelines for different platforms on their site: Twitter, Facebook, LinkedIn
  • Transcript

    • 1. How BioPharma Is Using Social Media June 16, 2011 Eileen O ’Brien Director, Search & Innovation
    • 2. Today ’s Agenda
        • What is social media?
        • Why should biotech/pharmaceutical companies care?
        • Cautionary tale
        • Examples of the major tools: YouTube, Twitter, Facebook, Blogs, Communities
        • Best practices
    • 3.
      • “ A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations”
      • Groundswell by Charlene Li &
      • Josh Bernoff
      What Is Social Media?
    • 4. Traditional Model: Engage Physicians
    • 5. Emerging Model: Engage Physicians & Patients
    • 6.
      • FDA Internet/Social Media hearing in November 2009, targeted guidelines by end of 2010, then Q1 2011
      • Follow existing promotional guidelines for TV/print
      • This has not stopped companies from using social media (or websites!)
      No FDA Guidance
    • 7.
      • Of the 74% of American adults who use the internet:
      • 25% have watched an online video about health or medical issues
      • 24% have consulted online reviews of particular drugs or medical treatments
      • 18% have gone online to find others who might have health concerns similar to theirs
      • Source: Pew Internet, Social Life of Health 2011
      People Rely on Others Like Them
    • 8. The Power of Social Media Source: Jake McKee & 90-9-1.com 1% Key Influencers 9% Sharers 90% Audience
    • 9. A Cautionary Tale
    • 10. KV Pharmaceutical
      • KV Pharmaceutical Company launches Makena
      • The News
        • “ First and only treatment approved by the U.S. Food and Drug Administration (FDA) to reduce the risk of preterm birth in women who are pregnant with single baby and who have delivered a baby too early (preterm) in the past.”
      • OR
        • “ Premature labor drug spikes from $10 to $1,500”
        • - MSNBC
    • 11. Cost Storyline Pushed on Facebook
        • > 1,200 Likes in a week
        • Widespread attention
        • Media frenzy
    • 12. A Trust Partner Lost
      • “… immediately cease and desist the use, distribution or publication of or reference to the March of Dimes name and/or logo on any materials or communications in connection with KV Pharmaceuticals.”
      • Jennifer Howse
      • President, March of Dimes
    • 13. A Teachable Moment
        • U.S. Representatives respond
        • FDA announces they won ’t enforce exclusivity
        • KV shares plummet
        • KV cuts price in half
    • 14. Pharma on YouTube
    • 15. Use of Video for Health Education
      • “ 1 in 2 ePharma consumers prefers video to text due to their learning style. The study showed that online health videos result in consumers following up on the call-to-action, with 3/4 of viewers doing additional research.”
      • Source: Manhattan Research, Cybercitizen Health, 2010
    • 16. YouTube Is Very Popular
      • If YouTube were a search engine, it; d be 2nd to Google
      • 171M U.S. internet users watched online video content in January for an average of 14.5 hours per viewer
      • Total U.S. internet audience engaged in nearly 4.9B viewing sessions during the course of January
      • Source: comScore, January 2011
    • 17. BioPharma Presence
      • More than 40 channels on YouTube from biopharma companies on prescription drugs, unbranded disease awareness and companies
    • 18. YouTube Comments
      • Comments can be turned off, allowed to go live immediately or sent for approval via email
      • Most biopharma companies choose not to accept comments and refer people to their other communication channels
    • 19. Product Mentions
      • If a video mentions a drug, then safety information needs to be embedded within the video
      • Four applicable FDA Warning Letters: not about YouTube or video, but the content not following existing guidelines
    • 20. Pfizer News Channel
    • 21. Boehringer Ingelheim: Parkinson ’s Matters
    • 22. BioPharma on Twitter
    • 23. Major Companies on Twitter
        • More than 55 biopharma Twitter accounts: company, disease awareness and branded
        • Many using as PR vehicle, not necessarily interacting with audience
    • 24. Johnson & Johnson
    • 25. Pfizer Corporate Account
    • 26. Amgen ’s BreakawayfromCancer
    • 27. AstraZeneca Helps
    • 28. 1 st Brand Tweet: Levemir
    • 29. #SocPharm Tweetchat
    • 30. 1 st Pharma Tweetchat: #RXSave
    • 31. Pharma on Facebook
    • 32. If Facebook Were a Country…
      • It would be the 3 rd most populous in the world with more than 500 million active users:
        • 50% of users log on to Facebook in any given day
        • People spend more than 700B minutes/month on Facebook
        • More than 900M objects that people interact with (pages, groups, events and community pages)
        • Average user connected to 80 community pages, groups and events
        • Source: Facebook, June 6, 2011
    • 33. BioPharma & Facebook
        • Gardasil was first
        • Today, more than 40 biopharma pages for companies, brand and unbranded communications
    • 34. Closed Wall = 1 Way Communication
    • 35. Controlled Comments
    • 36. Comments Allowed: New FB Policy
    • 37. Wall With Comments & Company Responses
    • 38. Pharma Blogs
    • 39. Blog Examples
    • 40. BioPharma Communities
    • 41. Biomarin ’s PKU.com
    • 42. J&J ’s ChildrenWithDiabetes.com
    • 43. Online Health Communities
    • 44. PatientsLikeMe.com
    • 45. Inspire.com
    • 46. BioPharma Social Media Best Practices
    • 47. Social Media Is a Tactic
        • Social media is a tactic, not a strategy: should support marketing or organization goals
        • Long-term commitment
        • Plan for the worst, live for the best
        • Measure everything
    • 48. Be Willing to Adapt
    • 49. Have a Response Plan
        • Do not be caught off-guard
        • Establish a chain-of-command
        • Set strict rules for use and message deployment
        • Create clear employee guidelines
      http://www.af.mil/shared/media/document/AFD-091210-037.pdf
    • 50. Best Practices
        • Listen and learn
        • Offer value by creating “ shareworthy ” material, make it easy to share, let patients take it social
        • Create internal social media guidelines
        • Partner with a “Trust Agent”
    • 51. Try It!
        • To fully understand the power of social media, use it personally
    • 52. Questions?
        • Eileen O ’Brien
        • [email_address]
        • http://Twitter.com/EileenOBrien
        • http://LinkedIn.com/EileenOBrien
        • http://sirensong.sireninteractive.com
    • 53.