Compass Healthcare Communications Social Media Recommendations November 12, 2009
Growth of Internet & Social Media <ul><li>More patients look online for health information (102.3 million patients looked ...
Types of Social Media <ul><li>Wikis  </li></ul><ul><ul><li>Wikipedia, Medpedia  </li></ul></ul><ul><li>Social Networks  </...
Defining Social Media & Its Value <ul><li>Defining social media </li></ul><ul><ul><li>Not static  </li></ul></ul><ul><ul><...
Question 2 <ul><li>Follow the spirit of the DTC guidelines, which have been translated for traditional interactive work si...
Question 2 <ul><li>If communications are re-posted or re-tweeted by others removing fair balance or links, the company sho...
<ul><li>Dissemination is similar; outlets have increased exponentially </li></ul><ul><li>Acknowledge control of informatio...
Question 3 <ul><li>Demonstrate effort to correct information </li></ul><ul><ul><li>Self-identified company representative ...
Health Literacy <ul><li>Social media helps industry better reach patients and caregivers </li></ul><ul><ul><li>Research in...
Contribution of Social Media <ul><li>Better, more accurate patient and caregiver-directed information  </li></ul><ul><ul><...
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Compass Hc Fda Presentation 11.12.09

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Compass Healthcare Communications Presentation to the FDA on Social Media.

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Compass Hc Fda Presentation 11.12.09

  1. 1. Compass Healthcare Communications Social Media Recommendations November 12, 2009
  2. 2. Growth of Internet & Social Media <ul><li>More patients look online for health information (102.3 million patients looked for prescription drug information alone; doubling over the last four years). 1 </li></ul><ul><li>According to Manhattan Research, more than one-third of patients now use social media for medical information. 2 </li></ul><ul><li>Additionally, healthcare professionals are spending more time online. A recent survey demonstrated that physicians spend an average of eight hours a week online for professional reasons, and four out of every five physicians will use a smartphone by 2012. 3 </li></ul>1. Manhattan Research. Press Release, “Study: 102.3 Million Patients Online for Prescription Drug Information, Doubled in Past Four Years.” 1 October 2009. Available at http://www.manhattanresearch.com/newsroom/Press_Releases/consumers-patients-online-health-pharma-2009.aspx. 2. Manhattan Research. Press Release, “Health 2.0 on the Rise – 35% of U.S. Adults Use Social Media for Medical Information.” 7 October 2009. Available at: http://www.manhattanresearch.com/newsroom/Press_Releases/health-2.0-social-media-on-the-rise.aspx. 3. Manhattan Research. Press Release, “Physician Smartphone Adoption Rate to Reach 81% in 2012.” 5 October 2009. Available at: http://www.manhattanresearch.com/newsroom/Press_Releases/physician-smartphones-2012.aspx.
  3. 3. Types of Social Media <ul><li>Wikis </li></ul><ul><ul><li>Wikipedia, Medpedia </li></ul></ul><ul><li>Social Networks </li></ul><ul><ul><li>Facebook, MySpace </li></ul></ul><ul><li>Video and Photo Aggregators </li></ul><ul><ul><li>YouTube, Flickr </li></ul></ul><ul><li>Blog platforms </li></ul><ul><ul><li>Blogger, Tumblr </li></ul></ul><ul><li>Microblogging </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Niche Networks </li></ul><ul><ul><li>Daily Strength, Inspire, advocacy communities </li></ul></ul><ul><li>Social Bookmarking </li></ul><ul><ul><li>Digg, Reddit </li></ul></ul>Translates into thousands of conversations taking place every day; regardless of industry involvement Wikis Social Networks Video & Photo Aggregators Blog Platforms Microblogging Niche Networks Social Bookmarking
  4. 4. Defining Social Media & Its Value <ul><li>Defining social media </li></ul><ul><ul><li>Not static </li></ul></ul><ul><ul><li>Owned by parties with different interests </li></ul></ul><ul><li>Focus should remain on holding industry responsible for its own communications </li></ul>
  5. 5. Question 2 <ul><li>Follow the spirit of the DTC guidelines, which have been translated for traditional interactive work since 1996 </li></ul><ul><li>For channels that do not allow for balance copy (due to space or other limitations): </li></ul><ul><ul><li>Post an unbranded message with a link to the product website that features fair balance, or, </li></ul></ul><ul><ul><li>Post a branded comment without key claims or indication information (consistent with reminder ad guidelines) and feature a link to the product website/fair balance </li></ul></ul><ul><ul><ul><li>This approach would not apply to black box drugs </li></ul></ul></ul><ul><li>How can manufacturers, packers or distributors fulfill regulatory requirements (i.e., fair balance, disclosure of  indication and risk information, postmarketing submission requirements) in their Internet and social media promotion, particularly when using tools that are associated with space limitations and tools that allow for real-time communications (e.g., microblogs, mobile technology)? </li></ul>
  6. 6. Question 2 <ul><li>If communications are re-posted or re-tweeted by others removing fair balance or links, the company should not be liable </li></ul><ul><ul><li>Accept that with best intent, materials that meet regulatory requirements will evolve in the social media realm </li></ul></ul><ul><li>Unique consideration should be given for the posting of non-promotional information related to corporate access and reimbursement programs </li></ul><ul><li>How can manufacturers, packers or distributors fulfill regulatory requirements (i.e., fair balance, disclosure of  indication and risk information, postmarketing submission requirements) in their Internet and social media promotion, particularly when using tools that are associated with space limitations and tools that allow for real-time communications (e.g., microblogs, mobile technology)? </li></ul>
  7. 7. <ul><li>Dissemination is similar; outlets have increased exponentially </li></ul><ul><li>Acknowledge control of information is transferred in both traditional marketing and social media </li></ul>Transmission of Information
  8. 8. Question 3 <ul><li>Demonstrate effort to correct information </li></ul><ul><ul><li>Self-identified company representative </li></ul></ul><ul><ul><li>Include link to PI, copy should not be promotional in nature </li></ul></ul><ul><li>Understand best intent by not requiring companies to correct information </li></ul><ul><ul><li>Not all outlets will accept corrected information </li></ul></ul><ul><ul><li>Unjustly burden companies engaging in social media </li></ul></ul><ul><li>Engage responsibly and realistically </li></ul><ul><li>What parameters should apply to the posting of corrective information on Web sites controlled by third parties? </li></ul>
  9. 9. Health Literacy <ul><li>Social media helps industry better reach patients and caregivers </li></ul><ul><ul><li>Research insights to better address their language, needs and concerns </li></ul></ul><ul><ul><li>Provide educational materials and accurate information where patients are already seeking it </li></ul></ul><ul><ul><li>Improve health literacy and easy transmission of reliable information </li></ul></ul>
  10. 10. Contribution of Social Media <ul><li>Better, more accurate patient and caregiver-directed information </li></ul><ul><ul><li>In places where they are already seeking information </li></ul></ul><ul><li>Increased health literacy </li></ul>Improving dialogue and outcomes
  11. 11. Thank you

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