Social Media –
Getting Started
in a Heavily
Regulated Environment

Business Development Institute
Social Communications & ...
Jumping in to Social Media


From the national stage to living rooms on Main Street, healthcare is
under a collective micr...
Our Discussion

1. The Challenges of Regulated Environment
2. Getting Started: How to Overcome Social Media Phobia
3. Astr...
Challenges
                   of a regulated
                    environment



4 | Social Media – Getting Started in a He...
Healthcare Faces Unique Challenges


• Challenges exist both online and offline

• Regulating bodies are an actuality for ...
The reality is
                       that we have
Boundaries


6 | Social Media – Getting Started in a Heavily Regulated ...
Our Operating Environment

• Use current regulatory guidelines as a baseline for how you interact in
  the space and seek ...
So Why Engage?

As connected citizens, the majority of American adults
with questions about their health and treatment are...
Getting
                              Started


9 | Social Media – Getting Started in a Heavily Regulated Environment. May...
First Align Internally


1. Organize internally to execute externally
2. Recognize the need for quick turnarounds
3. Ident...
Begin Using Social Media Internally

• Model the behavior inside your
  business that you want to
  project outside
• Enco...
Then get the ball rolling externally
1.   Begin by listening
2.   Venture forth yourself for your company
3.   Make effect...
AstraZeneca’s
       Model


13 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
Our Approach
CRAWL                            WALK                             RUN                      FLY
              ...
HOW ASTRAZENECA HAS EMBRACED SOCIAL MEDIA:
Externally Through Facebook, YouTube, Twitter, Blog,
Curator




15 | Social Me...
ASTRAZENECA CURATOR: A Step Further Than Most
Only one company – AstraZeneca – had a page that I found easily
that listed ...
HOW ASTRAZENECA HAS EMBRACED SOCIAL MEDIA:
Internally Through Collaborative Networks at Outset
of Planning

• Employee Yam...
A Look Into AstraZeneca’s Approval Process


1. Detailed approval process established for content development
   and infor...
Key Takeaways


               Key
         Takeaways


19 | Social Media – Getting Started in a Heavily Regulated Environ...
Listen First, Refine and Never Stop

                                                                                     ...
Best Practices

• Determine who in your organization drives the strategy
  and build a network of SMEs to implement
• Seek...
Q&A
       Discussion
       Thank You!

22 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
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Social media - Getting started n a heavily regulated environment - BDI 5.11.10 Social Communications & Healthcare

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Case Study: Social Media - Getting Started in a Heavily Regulated Environment

Presented by: Gigi Peterkin, Associate Director of Interactive Media, AstraZeneca

From the national stage to living rooms on Main Street, healthcare is under a collective microscope – perhaps moreso now than at any other time in our history. With all eyes on the industry, is now the time to jump into social media or is it better to sit back and “ride it out”, waiting for the FDA to present a road map in the form of governance? Whatever your thoughts on timing, getting into the ‘social media game’ in a regulated industry presents a unique set of challenges and risks. From organizing internally to executing externally, I’ll share insights on how we got off the ground at AstraZeneca – and where we go from here.

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Social media - Getting started n a heavily regulated environment - BDI 5.11.10 Social Communications & Healthcare

  1. 1. Social Media – Getting Started in a Heavily Regulated Environment Business Development Institute Social Communications & Healthcare Conference Gigi Peterkin, Associate Director, Interactive Media, AstraZeneca US May 11, 2010
  2. 2. Jumping in to Social Media From the national stage to living rooms on Main Street, healthcare is under a collective microscope – perhaps more so now than at any other time in our history. With all eyes on the industry, is now the time to jump into social media or is it better to sit back and “ride it out”, waiting for the FDA to present a road map in the form of governance? Whatever your thoughts on timing, getting into the ‘social media game’ in a regulated industry presents a unique set of challenges and risks. From organizing internally to executing externally, I’ll share insights on how we got off the ground at AstraZeneca – and where we go from here. 2 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  3. 3. Our Discussion 1. The Challenges of Regulated Environment 2. Getting Started: How to Overcome Social Media Phobia 3. AstraZeneca’s Model 4. Key Insights & Takeaways 5. Q&A 3 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  4. 4. Challenges of a regulated environment 4 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  5. 5. Healthcare Faces Unique Challenges • Challenges exist both online and offline • Regulating bodies are an actuality for all industries • Healthcare faces especially strict guidelines • Within the healthcare industry, pharma and biotech are under particular scrutiny • And, as always, lives are at stake 5 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  6. 6. The reality is that we have Boundaries 6 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  7. 7. Our Operating Environment • Use current regulatory guidelines as a baseline for how you interact in the space and seek guidance from the SMEs in your organization • Be clear about what information you do and do not monitor, and what you are and are not responsible for • E.g., Google Sidewikis • Know the platform on which you are engaging, the technical limitations and be aware of planned changes to layout that could affect compliance • Know your current company policies and be clear how to apply them to your social media endeavors 7 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  8. 8. So Why Engage? As connected citizens, the majority of American adults with questions about their health and treatment are turning to online resources. 41 percent of 38 percent of e-patients have American adults 61 percent of read someone turning to the American adults else's commentary Internet for look online for about health or information health medical issues on about exercise information an online news and fitness group, website or blog Of health inquiries, more 60 percent of than half of e-patients say the them – 52 information found percent – are online affected their done conducted decision about how by someone to treat an illness or other than the condition patient Source: The Shared Search for Health Information on the Internet from Pew Internet and American Life Project, June 2009 8 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  9. 9. Getting Started 9 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  10. 10. First Align Internally 1. Organize internally to execute externally 2. Recognize the need for quick turnarounds 3. Identify the “voices” of you company 4. Tailor communications 5. Be transparent 6. Update policies 10 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  11. 11. Begin Using Social Media Internally • Model the behavior inside your business that you want to project outside • Encourage employees to create internal social networks by providing tools and creating a safe environment for them to use those tools They are your greatest advocates and agents of change! • If the CEO can blog, why can’t I? Create clear, consistent policies for employees outlining what is and is not off limits 11 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  12. 12. Then get the ball rolling externally 1. Begin by listening 2. Venture forth yourself for your company 3. Make effective use of outlets 4. Make sure your company can be found 5. Don’t shy away from controversy 12 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  13. 13. AstraZeneca’s Model 13 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  14. 14. Our Approach CRAWL WALK RUN FLY Build trusted Understand Slowly Establish a relationships; make Engage stakeholder insights digital presence friends with the community Company wide media RSS feeds Take part in social Corporate Blog audit media conference KOL and Patient and events Corporate Facebook Videos page Blog monitoring & Engage on other benchmarking for Identification of companies’ social Twitter sites Influential Bloggers media platforms that corporate/brand align with your YouTube presence and Key Contacts conversations interests and issues Collaboration Site Vetting of concerns Establishment of a Be honest, with legal, regulatory, transparent, global New Media commercial and talk about things Task Force other key internal people are interested functions in, offer resources, guidance and help where appropriate Online Monitoring 14 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  15. 15. HOW ASTRAZENECA HAS EMBRACED SOCIAL MEDIA: Externally Through Facebook, YouTube, Twitter, Blog, Curator 15 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  16. 16. ASTRAZENECA CURATOR: A Step Further Than Most Only one company – AstraZeneca – had a page that I found easily that listed all of its social media outlets. - Mark Senack, Eye on FDA April 20 post 16 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  17. 17. HOW ASTRAZENECA HAS EMBRACED SOCIAL MEDIA: Internally Through Collaborative Networks at Outset of Planning • Employee Yammer Network • Dubbed “Twitter for businesses” – enterprise microblogging tool • Real-time employee engagement in an environment that can be secured • Involve IS, IS Security, Legal and Communications etc. in key areas of compliance from the beginning to create a safe environment for your organization to collaborate 17 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  18. 18. A Look Into AstraZeneca’s Approval Process 1. Detailed approval process established for content development and information sharing 2. “Decision tree” protocol implemented for approving comments, online conversations 3. Transparency on social media sites about approvals process 4. Tips to expedite content development include: using approved language where possible, securing legal approval as needed Remember, online in a 24-hour news cycle speed is important...and approvals protocol is key to ensuring efficient content generation! 18 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  19. 19. Key Takeaways Key Takeaways 19 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  20. 20. Listen First, Refine and Never Stop • Sentiment Listen • Topics of interest, issues • Complaints, compliments, questions • Needs • Refine • Motivations • Launch Improve Assess • Goals • Measure • Objectives • Influence • One to one • Participation • One to many • Effectiveness Measure Engage • Many to many • ROI 20 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  21. 21. Best Practices • Determine who in your organization drives the strategy and build a network of SMEs to implement • Seek fit-for-purpose and appropriate ways to engage through social media • Replicate successful programs • Drive new and innovative ways of communicating with stakeholders 21 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.
  22. 22. Q&A Discussion Thank You! 22 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

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