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Social Media for Pharma

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Social Media for Pharma: Strategies for Medical/Legal Approval.

Social Media for Pharma: Strategies for Medical/Legal Approval.

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    • 1. Advanced Learning InstituteSocial Media And Pharma -- Strategies For Securing Medical/Legal ApprovalMay 21, 2011Matthew Snodgrass, WCG@mattsnodContents are proprietary and confidential.
    • 2. Agenda•The Social Media Landscape•Start With the Basics • Policies & Guidelines • Education • Internal Structure•Social Media Journey•Dealing With User-Generated Content•Monitoring Your Social Media Efforts•Dealing With Adverse Event Reporting•Finding the Right People to Connect With Online
    • 3. Social Media Landscape500,000 new people join social media for the first time each day, on averageContents are proprietary and confidential.
    • 4. Many Social MediaContents are proprietary and confidential.
    • 5. Many Social Media Twitter Facebook Blogs YouTube ForumsContents are proprietary and confidential.
    • 6. Social Media Conversation About YouContents are proprietary and confidential.
    • 7. Social Media Conversation About You Photo Video Forums Mainstream Twitter BlogsContents are proprietary and confidential.
    • 8. Share of Voice vs. Share of ConversationContents are proprietary and confidential.
    • 9. Share of Voice vs. Share of Conversation Competitor 4 You Competitor 3 Competitor 1 Competitor 2Contents are proprietary and confidential.
    • 10. Share of Voice vs. Share of Conversation Competitor 4 You Competitor 4 Industry Competitor 3 Competitor 2 Competitor 3 Competitor 1 You Competitor 1 Competitor 2Contents are proprietary and confidential.
    • 11. Start With the BasicsOne in 5 divorces is blamed on FacebookContents are proprietary and confidential.
    • 12. Policies vs. GuidelinesContents are proprietary and confidential. (thanks to David Thompson at B-I)
    • 13. Policies vs. Guidelines•Policies •Guidelines • Long • Shorter • Specific • In plain English • Comprehensive • Provide tips • HR implications for failure to comply • Best practices • Must be written in a way that everyone understands it
    • 14. Educate!
    • 15. Educate!•When someone doesn’t know, the answer will be no.
    • 16. Educate!•When someone doesn’t know, the answer will be no.•Offer internal social media training on the primary channels • Twitter, Facebook, Blogs, YouTube, Forums
    • 17. Educate!•When someone doesn’t know, the answer will be no.•Offer internal social media training on the primary channels • Twitter, Facebook, Blogs, YouTube, Forums•Offer lunch & learns for other channels • Pinterest, Google+, Foursquare, LinkedIn
    • 18. Educate!•When someone doesn’t know, the answer will be no.•Offer internal social media training on the primary channels • Twitter, Facebook, Blogs, YouTube, Forums•Offer lunch & learns for other channels • Pinterest, Google+, Foursquare, LinkedIn•Identify a senior leader to be your champion
    • 19. Educate!•When someone doesn’t know, the answer will be no.•Offer internal social media training on the primary channels • Twitter, Facebook, Blogs, YouTube, Forums•Offer lunch & learns for other channels • Pinterest, Google+, Foursquare, LinkedIn•Identify a senior leader to be your champion•Social media is media ... a communications function, not an IT function • (You don’t have your print department manage press releases just because they’re printed on paper.)
    • 20. Educate!•When someone doesn’t know, the answer will be no.•Offer internal social media training on the primary channels • Twitter, Facebook, Blogs, YouTube, Forums•Offer lunch & learns for other channels • Pinterest, Google+, Foursquare, LinkedIn•Identify a senior leader to be your champion•Social media is media ... a communications function, not an IT function • (You don’t have your print department manage press releases just because they’re printed on paper.)•Incentivize your staff to use social media
    • 21. Educate!•When someone doesn’t know, the answer will be no.•Offer internal social media training on the primary channels • Twitter, Facebook, Blogs, YouTube, Forums•Offer lunch & learns for other channels • Pinterest, Google+, Foursquare, LinkedIn•Identify a senior leader to be your champion•Social media is media ... a communications function, not an IT function • (You don’t have your print department manage press releases just because they’re printed on paper.)•Incentivize your staff to use social media•Make SM policy training part of new employee on-boarding
    • 22. Internal Structure: Your Social Media Dream Team• Educate first• Meet bi-weekly Regulatory Medical/• Block 2+ hours Legal Pharma- covigilance• Send docs for approval prior to meeting• Refine policies & guidelines Social Media• Set goals & dates Committee• Bring in experts who know social media Corporate Senior Mgmt. Comms champion• Insist the participants know IT Marketing and use social media
    • 23. Social Media JourneyA study led by Dr. Wei Ji Ma, an assistant professor of neuroscience at the Baylor College ofMedicine, proved that visual information can improve our understanding as much as six-foldover the spoken word alone.Contents are proprietary and confidential.
    • 24. Where Do We Start? BLOGContents are proprietary and confidential.
    • 25. Where Do We Start? BLOG Degree of intimacy IMPERSONAL INTIMATEContents are proprietary and confidential.
    • 26. Where Do We Start? BLOG Degree of intimacy IMPERSONAL INTIMATE Can control UGCContents are proprietary and confidential.
    • 27. Where Do We Start? BLOG Degree of intimacy IMPERSONAL INTIMATE Can control UGC Volume of postsContents are proprietary and confidential.
    • 28. Where Do We Start? BLOG Degree of intimacy IMPERSONAL INTIMATE Can control UGC Volume of posts Likelihood of AEContents are proprietary and confidential.
    • 29. Dealing With User-Generated Content25% of search results for the world’s top 20 largest brands are links to user-generated contentContents are proprietary and confidential.
    • 30. User-Generated Content•Whether you’re ready to or not, people are talking about your company • patients, media, doctors, competitors, fans, haters•How do I know when/where/how it happens? Monitor!
    • 31. “It should be obvious what you do with this information.”
    • 32. User-Generated Content
    • 33. User-Generated Content•Set up alerts to receive posts in near-real time
    • 34. User-Generated Content•Set up alerts to receive posts in near-real time•Have system in place for dealing with content by category • Company news (issues, disgruntled employees, earnings, leaks) • Product mentions (named drugs, side effects, complications, AEs) • Questions • Misinformation
    • 35. User-Generated Content•Set up alerts to receive posts in near-real time•Have system in place for dealing with content by category • Company news (issues, disgruntled employees, earnings, leaks) • Product mentions (named drugs, side effects, complications, AEs) • Questions • Misinformation•Who else needs to be alerted internally?
    • 36. User-Generated Content•Set up alerts to receive posts in near-real time•Have system in place for dealing with content by category • Company news (issues, disgruntled employees, earnings, leaks) • Product mentions (named drugs, side effects, complications, AEs) • Questions • Misinformation•Who else needs to be alerted internally?•Time is of the essence. If you can Tweet it first, you’re more likely to be Retweeted.
    • 37. User-Generated Content•Set up alerts to receive posts in near-real time•Have system in place for dealing with content by category • Company news (issues, disgruntled employees, earnings, leaks) • Product mentions (named drugs, side effects, complications, AEs) • Questions • Misinformation•Who else needs to be alerted internally?•Time is of the essence. If you can Tweet it first, you’re more likely to be Retweeted.•Have terms of use in place noting what comments you will allow or remove
    • 38. User-Generated Content•Set up alerts to receive posts in near-real time•Have system in place for dealing with content by category • Company news (issues, disgruntled employees, earnings, leaks) • Product mentions (named drugs, side effects, complications, AEs) • Questions • Misinformation•Who else needs to be alerted internally?•Time is of the essence. If you can Tweet it first, you’re more likely to be Retweeted.•Have terms of use in place noting what comments you will allow or remove•If you do remove a comment, note why you had to remove it
    • 39. Monitoring Your Social Media EffortsIf Wikipedia was a book, it would be 2.25 million pages longContents are proprietary and confidential.
    • 40. Monitoring Your Social Media Not as Use Your Cost Simple Simple Agency Google Alerts free ✔ Google Reader free ✔ Twitter Search free ✔ SocialMention free ✔ Hootsuite $ ✔ SocialRadar $$ ✔ ✔ Trendrr $$ ✔ Radian6 $$$ ✔ Sysomos $$$ ✔Contents are proprietary and confidential.
    • 41. Know Your Keywords
    • 42. Know Your Keywords•Keywords you use should come from these sources:
    • 43. Know Your Keywords•Keywords you use should come from these sources: • You
    • 44. Know Your Keywords•Keywords you use should come from these sources: • You • Analysis of social conversation (how people are talking about you)
    • 45. Know Your Keywords•Keywords you use should come from these sources: • You • Analysis of social conversation (how people are talking about you) • Analysis of search terms (how people are searching for you)
    • 46. Know Your Keywords•Keywords you use should come from these sources: • You • Analysis of social conversation (how people are talking about you) • Analysis of search terms (how people are searching for you)•Keywords should cover:
    • 47. Know Your Keywords•Keywords you use should come from these sources: • You • Analysis of social conversation (how people are talking about you) • Analysis of search terms (how people are searching for you)•Keywords should cover: • your company, your competitors, your products, your competitors’ products, your issues, senior leadership, your products’ disease states, industry events, etc.
    • 48. Know Your Keywords•Keywords you use should come from these sources: • You • Analysis of social conversation (how people are talking about you) • Analysis of search terms (how people are searching for you)•Keywords should cover: • your company, your competitors, your products, your competitors’ products, your issues, senior leadership, your products’ disease states, industry events, etc.•You may think “cancer” has it covered, but other related terms include:
    • 49. Know Your Keywords•Keywords you use should come from these sources: • You • Analysis of social conversation (how people are talking about you) • Analysis of search terms (how people are searching for you)•Keywords should cover: • your company, your competitors, your products, your competitors’ products, your issues, senior leadership, your products’ disease states, industry events, etc.•You may think “cancer” has it covered, but other related terms include: • cancer treatment, lung cancer treatment, cancer treatments, breast cancer treatment, stomach cancer treatment, treatments for cancer, cancer treatment centers, alternative cancer treatments, testicular cancer treatment, lung cancer treatments, new cancer treatments, ags cancer treatment, cancer treatment center, skin cancer treatments, holistic cancer treatment, cancer treatment options, alternative cancer treatment, treatment for cancer, proton cancer treatment, natural cancer treatment, colorectal cancer treatment, cancer treatment centers of america, blood cancer treatment, treatment of cancer, skin cancer treatment, breast cancer treatments, cantron cancer treatment, hyperthermia cancer treatment, throat cancer treatment, uterine cancer treatment, treatment cancer, treatment for breast cancer, treatments for breast cancer, cancer symptoms, lung cancer symptoms, stomach cancer symptoms, bladder cancer symptoms, liver cancer symptoms, breast cancer symptoms, symptoms of cancer, bone cancer symptoms, symptoms lung cancer, dog cancer symptoms, eye cancer symptoms, colorectal cancer symptoms, gastric cancer symptoms, blood cancer symptoms, ovarian cancer symptoms, back cancer symptoms, spine cancer symptoms, symptoms throat cancer, canine cancer symptoms, brain cancer symptoms, pancreas cancer symptoms, adrenal cancer symptoms, signs and symptoms of cancer, symptoms stomach cancer, symptoms breast cancer, cervix cancer symptoms, muscle cancer symptoms, prostrate cancer symptoms, symptom of cancer, pancreatic cancer symptoms, cancer signs and symptoms, throat cancer symptoms, colon cancer symptoms, skin cancer symptoms, testicular cancer symptoms, symptoms pancreatic cancer, cervical cancer symptoms, thyroid cancer symptoms, esophageal cancer symptoms, symptoms ovarian cancer, anal cancer symptoms, intestinal cancer symptoms, renal cancer symptoms, neck cancer symptoms, tonsil cancer symptoms, uterine cancer symptoms, symptoms of skin cancer, symptoms colon cancer, symptoms cervical cancer, esophagus cancer symptoms, bowel cancer symptoms, sinus cancer symptoms, endometrial cancer symptoms, vulvar cancer symptoms, lip cancer symptoms, ear cancer symptoms, symptoms of cancer in women, lymphoma cancer symptoms, symptoms cancer, symptoms bowel cancer, uterus cancer symptoms, symptoms for cancer, cancer symptoms in women, nasal cancer symptoms, gum cancer symptoms, what are symptoms of cancer, what are the symptoms of cancer, types of cancer and symptoms, lungs cancer symptoms, nose cancer symptoms, breast cancer signs and symptoms
    • 50. Triaging Comments or Issues
    • 51. Triaging Comments or Issues1.Identify the issue • Can you articulate the issue in it most simplest terms?
    • 52. Triaging Comments or Issues1.Identify the issue • Can you articulate the issue in it most simplest terms?2.Identify the audiences • External (patients, doctors, pharmacists, payers, suppliers, retailers, advocates, media) • Internal (comms, employees, customer support, other regions)
    • 53. Triaging Comments or Issues1.Identify the issue • Can you articulate the issue in it most simplest terms?2.Identify the audiences • External (patients, doctors, pharmacists, payers, suppliers, retailers, advocates, media) • Internal (comms, employees, customer support, other regions)3.Develop the messaging & desired outcome • Consider the short-form versions of your messages (How would you Tweet it?)
    • 54. Triaging Comments or Issues1.Identify the issue • Can you articulate the issue in it most simplest terms?2.Identify the audiences • External (patients, doctors, pharmacists, payers, suppliers, retailers, advocates, media) • Internal (comms, employees, customer support, other regions)3.Develop the messaging & desired outcome • Consider the short-form versions of your messages (How would you Tweet it?)4.Identify the right communication channels
    • 55. Triaging Comments or Issues1.Identify the issue • Can you articulate the issue in it most simplest terms?2.Identify the audiences • External (patients, doctors, pharmacists, payers, suppliers, retailers, advocates, media) • Internal (comms, employees, customer support, other regions)3.Develop the messaging & desired outcome • Consider the short-form versions of your messages (How would you Tweet it?)4.Identify the right communication channels5.Determine timing • If you can’t say everything, try to say something
    • 56. Considerations
    • 57. Considerations•Issues can start in social media and cross over to the off-line world
    • 58. Considerations•Issues can start in social media and cross over to the off-line world • Example: Target letting a blogger know that they don’t deal with “nontraditional media”
    • 59. Considerations•Issues can start in social media and cross over to the off-line world • Example: Target letting a blogger know that they don’t deal with “nontraditional media”•Similarly, an off-line issue can quickly make its way into social media
    • 60. Considerations•Issues can start in social media and cross over to the off-line world • Example: Target letting a blogger know that they don’t deal with “nontraditional media”•Similarly, an off-line issue can quickly make its way into social media•Reporters use social media to source stories
    • 61. Considerations•Issues can start in social media and cross over to the off-line world • Example: Target letting a blogger know that they don’t deal with “nontraditional media”•Similarly, an off-line issue can quickly make its way into social media•Reporters use social media to source stories • In a survey of 500 global reporters, half use Twitter as a source
    • 62. Considerations•Issues can start in social media and cross over to the off-line world • Example: Target letting a blogger know that they don’t deal with “nontraditional media”•Similarly, an off-line issue can quickly make its way into social media•Reporters use social media to source stories • In a survey of 500 global reporters, half use Twitter as a source•With social media, three very important points:
    • 63. Considerations•Issues can start in social media and cross over to the off-line world • Example: Target letting a blogger know that they don’t deal with “nontraditional media”•Similarly, an off-line issue can quickly make its way into social media•Reporters use social media to source stories • In a survey of 500 global reporters, half use Twitter as a source•With social media, three very important points: • News travels in the blink of an eye
    • 64. Considerations•Issues can start in social media and cross over to the off-line world • Example: Target letting a blogger know that they don’t deal with “nontraditional media”•Similarly, an off-line issue can quickly make its way into social media•Reporters use social media to source stories • In a survey of 500 global reporters, half use Twitter as a source•With social media, three very important points: • News travels in the blink of an eye • There are no geographic boundaries to issues anymore. You can’t think, “Oh, this is a Germany issue.”
    • 65. Considerations•Issues can start in social media and cross over to the off-line world • Example: Target letting a blogger know that they don’t deal with “nontraditional media”•Similarly, an off-line issue can quickly make its way into social media•Reporters use social media to source stories • In a survey of 500 global reporters, half use Twitter as a source•With social media, three very important points: • News travels in the blink of an eye • There are no geographic boundaries to issues anymore. You can’t think, “Oh, this is a Germany issue.” • Bloggers don’t wait for key messages to be reviewed, edited, approved, checked with Legal, checked with Regulatory, etc.
    • 66. Exercise: Tweet this press release The Advil® Congestion Relief Project Visits St. Louis To Expand Building Space For More Access To Local Family Social Service Program Advil® Congestion Relief Clears Congestion Inside Kingdom House’s Facility to Make Those in Need Feel More Comfortable Discussing Issues and Encouraging More to Seek AssistanceMADISON, N.J.--(BUSINESS WIRE)--As part of a nationwide effort to help communities fightcongestion, Pfizer Consumer Healthcare, the makers of Advil® Congestion Relief, stopped in St.Louis to help Kingdom House, a local social service provider, create space to help community needs.Currently, Kingdom House faces literal congestion; those in need are forced to discuss theirchallenges in a crowded area with others nearby. Not having a private area to discuss personalsituations has kept area residents in need from using the services provided by Kingdom House. Dueto the lack of storage space and large amount of office equipment stored in the building, there was noway to provide all clients the privacy they deserve. A $30,000 donation from Advil® Congestion Reliefallows Kingdom House to clear its underutilized office space by designing and building an outdoorstorage facility. The outdoor storage facility will provide congestion relief and make enough roomwithin the building to allow residents privacy when they are seeking assistance. Kingdom House is alocal social services organization that offers services including clothing, child care, food and jobassistance to some of the area’s neediest families. With the congestion cleared from the building andthe chance for more privacy, more area residents will feel comfortable using the services provided bythe organization.Contents are proprietary and confidential.
    • 67. Exercise: Tweet this press release 140characters The Advil® Congestion Relief Project Visits St. Louis To Expand Building Space For More Access To Local Family Social Service Program Advil® Congestion Relief Clears Congestion Inside Kingdom House’s Facility to Make Those in Need Feel More Comfortable Discussing Issues and Encouraging More to Seek Assistance MADISON, N.J.--(BUSINESS WIRE)--As part of a nationwide effort to help communities fight congestion, Pfizer Consumer Healthcare, the makers of Advil® Congestion Relief, stopped in St. Louis to help Kingdom House, a local social service provider, create space to help community needs. Currently, Kingdom House faces literal congestion; those in need are forced to discuss their challenges in a crowded area with others nearby. Not having a private area to discuss personal situations has kept area residents in need from using the services provided by Kingdom House. Due to the lack of storage space and large amount of office equipment stored in the building, there was no way to provide all clients the privacy they deserve. A $30,000 donation from Advil® Congestion Relief allows Kingdom House to clear its underutilized office space by designing and building an outdoor storage facility. The outdoor storage facility will provide congestion relief and make enough room within the building to allow residents privacy when they are seeking assistance. Kingdom House is a local social services organization that offers services including clothing, child care, food and job assistance to some of the area’s neediest families. With the congestion cleared from the building and the chance for more privacy, more area residents will feel comfortable using the services provided by the organization. Contents are proprietary and confidential.
    • 68. 5-min. BREAKWhich means 10 minutes, typically.Contents are proprietary and confidential.
    • 69. Dealing With Adverse Event Reporting23% of social network users have followed their friends’ personal health experiences onlineContents are proprietary and confidential.
    • 70. What’s Required When Reporting Adverse Events1. an identifiable patient2. an identifiable reporter3. a suspect drug or biological product4. an adverse event or fatal outcome “Guidance for Industry: Postmarketing Adverse Experience Reporting for Human Drug and Licensed Biological Products: Clarification of What to Report,” 8/1997U.S. Department of Health and Human Services, Food and Drug Administration, Center for Drug Evaluation and Research (CDER), Center for Biologics Evaluation and Research (CBER)
    • 71. How Many Adverse Events Should We Plan to Deal With?Contents are proprietary and confidential. Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008
    • 72. How Many Adverse Events Should We Plan to Deal With? Of 500 Social Media Posts ExaminedContents are proprietary and confidential. Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008
    • 73. How Many Adverse Events Should We Plan to Deal With? Of 500 Social Media Posts Examined A. 494 posts mention an identifiable patient AContents are proprietary and confidential. Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008
    • 74. How Many Adverse Events Should We Plan to Deal With? Of 500 Social Media Posts Examined A. 494 posts mention an identifiable patient A B. 100 posts mention a specific medication BContents are proprietary and confidential. Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008
    • 75. How Many Adverse Events Should We Plan to Deal With? Of 500 Social Media Posts Examined A. 494 posts mention an identifiable patient A B. 100 posts mention a specific medication B C. 56 posts mention an identifiable reporter CContents are proprietary and confidential. Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008
    • 76. How Many Adverse Events Should We Plan to Deal With? Of 500 Social Media Posts Examined A. 494 posts mention an identifiable patient A B. 100 posts mention a specific medication B C. 56 posts mention an identifiable reporter D D. 14 posts mention both a specific medication and an identifiable reporter CContents are proprietary and confidential. Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008
    • 77. How Many Adverse Events Should We Plan to Deal With? Of 500 Social Media Posts Examined A. 494 posts mention an identifiable patient A B. 100 posts mention a specific medication E B C. 56 posts mention an identifiable reporter D D. 14 posts mention both a specific medication and an identifiable reporter C E. 4 posts mention an adverse experience, and identifiable patient, and a specific medicationContents are proprietary and confidential. Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008
    • 78. How Many Adverse Events Should We Plan to Deal With? Of 500 Social Media Posts Examined A. 494 posts mention an identifiable patient A B. 100 posts mention a specific medication E B F C. 56 posts mention an identifiable reporter D D. 14 posts mention both a specific medication and an identifiable reporter C E. 4 posts mention an adverse experience, and identifiable patient, and a specific medication F. 1 post also included an identifiable reporterContents are proprietary and confidential. Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008
    • 79. How Many Adverse Events Should We Plan to Deal With? Of 500 Social Media Posts Examined A. 494 posts mention an identifiable patient A B. 100 posts mention a specific medication E B F C. 56 posts mention an identifiable reporter D D. 14 posts mention both a specific medication and an identifiable reporter C E. 4 posts mention an adverse experience, and identifiable patient, and a specific medication F. 1 post also included an identifiable reporter 0.2% chanceContents are proprietary and confidential. Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008
    • 80. Dealing With Adverse Events•When tracking social media, decide if you’re listening or monitoring • Listening: tracking the social media conversation in aggregate (macro) • Monitoring: reviewing actual social media posts (micro)•Within Facebook, add keywords/phrases to your Moderation Blocklist•Use the new Message button in Facebook•Add instructions for reporting AEs to your social media channels•Have everyone (re-)trained on your AE reporting policy•Train medical affairs on dealing with AEs in social media•Where possible, reply privately to the person who reported it in the same channel
    • 81. Dealing With Adverse Events•When tracking social media, decide if you’re listening or monitoring • Listening: tracking the social media conversation in aggregate (macro) • Monitoring: reviewing actual social media posts (micro)•Within Facebook, add keywords/phrases to your Moderation Blocklist•Use the new Message button in Facebook•Add instructions for reporting AEs to your social media channels•Have everyone (re-)trained on your AE reporting policy•Train medical affairs on dealing with AEs in social media•Where possible, reply privately to the person who reported it in the same channel
    • 82. Dealing With Adverse Events•When tracking social media, decide if you’re listening or monitoring • Listening: tracking the social media conversation in aggregate (macro) • Monitoring: reviewing actual social media posts (micro)•Within Facebook, add keywords/phrases to your Moderation Blocklist•Use the new Message button in Facebook•Add instructions for reporting AEs to your social media channels•Have everyone (re-)trained on your AE reporting policy•Train medical affairs on dealing with AEs in social media•Where possible, reply privately to the person who reported it in the same channel
    • 83. FDA’s Stance FDA “does not require that the manufacturer actively track or search for adverse events through social media.” - FDA spokeswoman Sarah Clark-Lynn “Tweet Tracking: A Must For Companies’ Adverse Event Oversight?”, The Gray Sheet, 5/7/2012
    • 84. Finding the Right People to Connect with Online<50 people can drive 85% of your conversation onlineContents are proprietary and confidential.
    • 85. The 1/9/90 Rule 1 percent of people 9 percent share that 90 percent just generate content content with others soak it in and learn from it • Why do these behaviors differ? • What are the trends for your product or category?Contents are proprietary and confidential.
    • 86. Online Influencers•Do you know who the top influencers online are who are discussing your company or product(s)?•Do you know their total social footprint?•How influential are they? • What is their reach? • What is their relevance? • What is their syndication?•Are their discussing your competitors?•Do you follow them or subscribe to their content?
    • 87. <50 people drive share of conversation for the world’s largest brandsWho are they, and do you know them personally? 50+ Total Metrics Individual Outlet Outlet Outlet Individual Reach Relevance Presence Syndication Relevance Individual Score Outlet Score Influence Ricardo Alonso-Zaldivar 4 3 Most Comments on Post Influencer Outlet Number 2 Most comments on post Liz Szabo USA Today 1,362 Most Twitter Followers Dr. Kevin Pho KevinMD 16,313 1 Most brand mentions Liz Szabo USA Today 987 0 Highest percentage of Individual Reach Individual Relevance Outlet Syndication Outlet Relevance Jim Edwards Bnet 9.06% conversations with brand mentions Most individual references in blogs Jacob Goldstein NY Times Well 5.939 BlogContents are proprietary and confidential.
    • 88. Building a Network of Word-of-Mouth Ambassadors VIP • Strongest relationships • Meet in person • Link-love online Exclusive Access • Build relationships • Special content, events, first looks Pitch List • Individual outreach • PromotionsContents are proprietary and confidential.
    • 89. Managing the education process and common objections with yourlegal and regulatory teamsDefusing the antibodiesContents are proprietary and confidential.
    • 90. Show of Hands
    • 91. Show of Hands•How many of you …
    • 92. Show of Hands•How many of you … • Are involved in some form of social media personally?
    • 93. Show of Hands•How many of you … • Are involved in some form of social media personally? • Have been asked to approve or weigh in on a proposed social media program?
    • 94. Show of Hands•How many of you … • Are involved in some form of social media personally? • Have been asked to approve or weigh in on a proposed social media program? • Are aware of your corporate social media policies but are still uncomfortable proposing social media programs?
    • 95. Show of Hands•How many of you … • Are involved in some form of social media personally? • Have been asked to approve or weigh in on a proposed social media program? • Are aware of your corporate social media policies but are still uncomfortable proposing social media programs? • Have legal departments who hear the words “social media” and wonder why these people have so much time on their hands?
    • 96. Why We Have Social Media “Allergies”•FDA warning letters to 14 companies regarding search practices•Delayed FDA guidance on social media•FDA warning letter for Tasigna•Lack of experience with the medium
    • 97. What Freaks Pharma Out …•Content is flying around everywhere - what happens when the content we post gets shared somewhere else?•Once something is on the Internet, there’s no taking it back.•How are we going to handle the deluge of adverse events that we discover in online conversation?•Social media sites are the Wild West – what happens if something changes in their TOS?•I don’t even use this stuff personally. How am I supposed to weigh in on what to do from a marketing standpoint?
    • 98. Approving Social Media ProgramsContents are proprietary and confidential.
    • 99. Twitter Progression 1. Create Profile (blocked) SPECTRUM OF LEGAL HEARTBURN 2. Open Profile 3. Develop content 4. Get content approved, decide if all content must go through RC 5. Follow other Twitter users 6. RT other Twitter users 7. @mention other Twitter users 8. @reply to other Twitter users 9. DM other Twitter usersContents are proprietary and confidential.
    • 100. Forward-Thinking Approval ConceptContents are proprietary and confidential.
    • 101. Forward-Thinking Approval Concept Free-for-allContents are proprietary and confidential.
    • 102. Forward-Thinking Approval Concept Free-for-allContents are proprietary and confidential.
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