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After much speculation, Facebook confirmed its plans to remove the disable comments option on most Facebook fan pages. This policy will be immediately applicable to all existing Facebook pages and ...

After much speculation, Facebook confirmed its plans to remove the disable comments option on most Facebook fan pages. This policy will be immediately applicable to all existing Facebook pages and will be applied retroactively applied to all existing pages by August 15th. Pending a review, only Facebook pages that are focused on a specific prescription medication may continue with the comments option disabled.

Ostensibly this means that companies that have been using Facebook as a one-way broadcast tool are going to be presented with a clear choice: Either find a way to embrace and benefit from two-way dialogue with your Facebook fans, or remove Facebook from your marketing mix entirely. This will force regulated health companies to examine not only the risk and benefits of Facebook, but of two-way social communication overall. There is no correct choice here.

While a Facebook page is not right for every pharmaceutical campaign, we do believe that for most, the benefits far outweigh the risks and could help usher in a new era of pharmaceutical marketing.

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  • Good Afternoon. My name is Brad McCormick I am the Global Digital Director at Porter Novelli. Unfortunately Peter Pitts, our Global Director of Regulatory as Porter Novell (as well as a former FDA Commission could not be here today). He is attending to a client matter in Moscow But I am very happy to be here in his place and hope that I will make for a suitable replacement.
  • Good Afternoon. My name is Brad McCormick I am the Global Digital Director at Porter Novelli. Unfortunately Peter Pitts, our Global Director of Regulatory as Porter Novell (as well as a former FDA Commission could not be here today). He is attending to a client matter in Moscow But I am very happy to be here in his place and hope that I will make for a suitable replacement.
  • 1. Admin will still be able to prevent fans from posting their own new updates to the wall, but they won’t be able to prevent them from posting comments to brand updates any more.4. Specific name of medication must be included in the page title.
  • For name of both this presentation and Whitepaper borrowed Terrm from Poker—Forcing them Hand.This refers to the point in the game to where the play reveals his hands to the other player—basically revealing to the other plans (and community at large) where he ahdd—or decieded to fold and quit the game entirely.We think this is an opt metaphor for what choice pharma has for the party.
  • We recommend not going with the former—NOT removing facebook from communication plans entirely for two main reaonss:Facebook is too important to dismissThe concern over 2-way dialouge in pharma is a red herring. The only real “risk” is a need to increase monitoring & engagement manpower of social media. The biggest hurdle Pharma actual faces is internal resturing and retraiing. The manpower is there—but it needs to be realigned.Given that 150 Americans are on Facebook, removing Facebook entirely from communcation plansPeople on FacebookMore than 500 million active users50% of our active users log on to Facebook in any given dayAverage user has 130 friendsPeople spend over 700 billion minutes per month on FacebookActivity on Facebook There are over 900 million objects that people interact with (pages, groups, events and community pages) Average user is connected to 80 community pages, groups and events Average user creates 90 pieces of content each monthMore than 30 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month. Global ReachMore than 70 translations available on the siteAbout 70% of Facebook users are outside the United States Over 300,000 users helped translate the site through the translations application
  • Good Afternoon. My name is Brad McCormick I am the Global Digital Director at Porter Novelli. Unfortunately Peter Pitts, our Global Director of Regulatory as Porter Novell (as well as a former FDA Commission could not be here today). He is attending to a client matter in Moscow But I am very happy to be here in his place and hope that I will make for a suitable replacement.
  • Two-Way communication is at the hear of Facebook. As you know, Facebook Pages are a free product for organizations, public figures, businesses, and brands to express themselves and have an authentic, engaging, two-way dialog with people on Facebook
  • Two-Way communication is at the hear of Facebook. As you know, Facebook Pages are a free product for organizations, public figures, businesses, and brands to express themselves and have an authentic, engaging, two-way dialog with people on Facebook
  • Two-Way communication is at the hear of Facebook. As you know, Facebook Pages are a free product for organizations, public figures, businesses, and brands to express themselves and have an authentic, engaging, two-way dialog with people on Facebook
  • Facebook has never devleugeexacty how Edgerank works, but we do know there are 3 primayrviavleylFirst, there’s an affinity score between the viewing user and the item’s creator — if you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user than you would, say, an old acquaintance you haven’t spoken to in years.Second, there’s a weight given to each type of Edge. A comment probably has more importance than a Like, for example. And finally there’s the most obvious factor — time. The older an Edge is, the less important it becomes.
  • Take user engagement and word of mouth recommendation and promote them in paid ads. Based on the ability of user to engage with the activity on a page. Sponsored stories is powered by WOM activity—engagement with brand updates and news. By allowing the engagement, it may make sponsored stories a viable ad platform for pharma brandsHas Ad lift
  • Sponsored stories is powerd by WOM activity—engagment with brand updates and news. By allowing the engagement, it may make sponsored stories a viable ad platform for pharma brandsHas Ad lift
  • R
  • Pipeline SlwoingStill some great drugs in the pipline, but don’t have the blockbuster audience or blockbuster potentalEven if Pharma begins to embarce 2-day, it will be much “safe” to do via non-branded, education copr campaigns than straight brand.
  • Pipeline SlwoingStill some great drugs in the pipline, but don’t have the blockbuster audience or blockbuster potentalEven if Pharma begins to embarce 2-day, it will be much “safe” to do via non-branded, education copr campaigns than straight brand.
  • IN A FUTURE WHERE MORE AND MORE MEDICATION IS GOING TO COMMIFIED AND TURNED GENERIC, PHARMA IS GOING TO HAVE TO RELY ON THE POWER OF BRANDS TO GENERATE SALES.Would you rather by GenericLiptor from Pfizer—the company that created the molueclue—or an unknown company if the price point was not that great?
  • JONAHTHAN RICHMAN IN HIS EXCELLENT BLOG “DOSE OF DIGITAL” COVERED THIS VERY SUBJECT LAST YEAR, AND SAID THAT PHARMA COULD LEARN A LOT FROM CPG.JUST AS CPG ARE LEARING HOW TO USE TWO-WAY SOCIAL ENGAGENT TO BUILD LOYATLY, SO TOO MUST PHARMA.IN A FUTURE WHERE MORE AND MORE MEDICATION IS GOING TO COMMIFIED AND TURNED GENERIC, PHARMA IS GOING TO HAVE TO RELY ON THE POWER OF BRANDS TO GENERATE SALES.Would you rather by GenericLiptor from Pfizer—the company that created the molueclue—or an unknown company if the price point was not that great?
  • Cost of patient non-compliance = $30 BillionCompanies will focus on adherence as much as acquisition High produced educational videos vs. hard to read drug information text Both public facing videos (disease content) and password protected (product direct content) video. May not be consider DTC. Same energy and production values in pre-purchase should be applied to post purchase
  • One of strategist of building brand loyalty will be post prescription, post acquisitions engagemnt. Cost of patient non-compliance = $30 BillionCompanies will focus on adherence as much as acquisition High produced educational videos vs. hard to read drug information text Both public facing videos (disease content) and password protected (product direct content) video. May not be consider DTC. Same energy and production values in pre-purchase should be applied to post purchase
  • Social Media is where thep“Its where the people are”
  • Good Afternoon. My name is Brad McCormick I am the Global Digital Director at Porter Novelli. Unfortunately Peter Pitts, our Global Director of Regulatory as Porter Novell (as well as a former FDA Commission could not be here today). He is attending to a client matter in Moscow But I am very happy to be here in his place and hope that I will make for a suitable replacement.
  • Good Afternoon. My name is Brad McCormick I am the Global Digital Director at Porter Novelli. Unfortunately Peter Pitts, our Global Director of Regulatory as Porter Novell (as well as a former FDA Commission could not be here today). He is attending to a client matter in Moscow But I am very happy to be here in his place and hope that I will make for a suitable replacement.

Facebook forcing hand v1 Facebook forcing hand v1 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
  • Improve Health Content Performance = $
    F
  • More Health Content Engagement Data= $
    F
  • More Health Content Data = $
    F
  • 3 Future Trends and What This For Regulated Pharma Marketing
  • Trend #1:
    The Era of Blockbuster Marketing will be replaced by the Eraof Corporate Equity Marketing
    YESTERDAY:
    TOMMORROW:
  • Trend #1
    The Era of Blockbuster Marketing will be replaced by the Eraof Corporate Equity Marketing
  • Trend #2
    A New Era of Corporate Brand Loyalty
    in the Age of Generics
  • Trend #2
    A New Era of Corporate Brand Loyalty
    in the Age of Generics
  • Trend #3
    A New Focus On Adherence:
    $30 Billion
    Lost
    Each Year
  • Trend #3
    A New Focus On Adherence:
    Adherence becomes as important as Acquisition
    Acquisition
    Adherence
  • Misconceptions about the
    FDA & Social Media
  • Misconception #1
    /
    Social Media = Digital Advertising
  • Misconception #2
    Social Media Content =Social Media Platform
    /
    X
    X
    X
    X
  • Misconception #3
    Having a Presence in Social Media = Being Social
    /
  • Misconception #4
    All Adverse Experiences Must Be Reported
  • Only 1 in 500 Need to be Reported?
    5
    X
    500: 1
    Among 500 messages analyzed, one message incorporated all four AE reporting criteria
  • Misconception #4
    Investigated
    All Adverse Experiences Must Be Reported
  • Misconception #5
    X
    The FDA does not want pharma in social media
  • Misconception #6
    X
    The upcoming Social Media FDA guidelines are going to spell everything out.
  • FINAL THOUGHTS
  • /
    Social Media = Digital Advertising
    /
    Social Media Content =Social Media Platform
    Having a Presence in Social Media = Being Social
    /
    Investigated
    All Adverse Experiences Must Be Reported
  • The Biggest Hurdle:
    Investigated
    All Adverse Experiences Must Be Reported
    SOLUTION: MANPOWER & RETRAINING
  • (What is the Golden Rule of Regulated Social Media?)
  • Q&A