Facebook and the FDA: Forcing Pharma's Hand?

by Word of Mouth Marketing Association on May 31, 2011

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Facebook and the FDA: Forcing Pharma's Hand? ...

Facebook and the FDA: Forcing Pharma's Hand?
Are you prepared for a future in which Facebook will permanently turn on their commenting system? Effective immediately, Facebook will no longer allow admins of new pharma Pages to disable commenting on the content their Page shares with people on Facebook. Pages that currently have commenting disabled will no longer have this entitlement after August 15. As you might imagine, this is a massive concern for some brands, especially for health care/pharma brands.
** Audio version here: http://vimeo.com/24272048

In this webinar you'll learn...
- Which Facebook pages are affected/unaffected by this policy change
- Why this policy is happening
- The pros/cons as a result of this policy change
- How to plan for the future of open commenting

Presented by...
Peter Pitts, Senior Partner, Director Global Regulatory and Health Policy at Porter Novelli
Brad B. McCormick, EVP, Global Digital Director at Porter Novelli

Learn more about WOMMA's Online Healthcare and Social Media Marketing Ceritification program...
Regulatory Compliance 101: Internet Promotion and Social Media
About: womma.org/certificate/healthcare/

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Facebook and the FDA: Forcing Pharma’s Hand? — Presentation Transcript

FORCING PHARMA’S HAND?:
FACEBOOK’S POLICY CHANGE
AND THE FUTURE OF REGULATED HEALTHCARE MARKETING

Hello.
PETER J PITTS
GLOBAL HEAD, REGULATORY
AND HEALTH POLICY
Former FDA Deputy Commissioner and current FDA Consultant on Social Media policy
@peterpitts
BRAD B MCCORMICK
EVP | GLOBAL DIGITAL DIRECTOR
@darbtx

The next 59 min
Overview of Facebook Change
Two Possible Explanations of Change
Trends of Pharma Marketing
Misconception of Regulated Social Media
Q&A

FACEBOOK:
What Exactly Changed?

OVERVIEW OF POLICY CHANGE
Facebook will no grant request to disable commenting on most Facebook Page, thus forcing two-way communication where none had existed before.
This policy applies immediately to new Facebook pages.
Policy will go into affect for existing Facebook pages on August 15, 2011.
Only pages dedicated to a single, specific prescription medication may still be able to have comments disabled, pending review.

Forcing The Hand?

Pharma Has a Clear Choice:
Either Find a way to embrace and benefit from two-way communication with your fans,
or
Remove Facebook from your Communication Plans Entirely.

FACEBOOK:
Why Did They Do This?

Principle of Dialogue.
“…authentic, engaging, two-way dialog with people…”

Beyond Principle of Dialogue
F
2 Possible Reasons Beyond the “Principle”
Facebook wants to make its platform more attractive to Pharma Marketers by improving the performance of health content.
Facebook wants to generate more health interaction data to monetize.

Improve Health Content Performance = $
F

More Health Content Engagement Data= $
F

Facebook and the FDA: Forcing Pharma's Hand?

by Word of Mouth Marketing Association on May 31, 2011

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Facebook and the FDA: Forcing Pharma’s Hand? — Presentation Transcript