Pharma and Healthcare Social Media Principles

Pharma and Healthcare Social Media PrinciplesJonathan RichmanDirector of Business Development, Bridge WorldwideBlogger, Dose of Digital

The Principles
Be Aware, Not Afraid
Monitor and Get Involved
All About E.V.E.
Prepare to Surrender Control
It’s Not About You

The #1 objection to social media among healthcare companies:
Adverse Event Reporting

The Myth:
If given a forum, patients will post “adverse events” that need to reported to FDA.

The Reality:
1 in 500 posts actually contain all the information required for an adverse event report.

Required for reporting:
an identifiable patient
an identifiable reporter
a specific drug or biologic involved in the event
an adverse event or fatal outcome
Only 1 in 500 posts have all this info.
Get Nielsen’s Whitepaper: http://bit.ly/YqmrD

Summary
Very few posts will ever have a reportable adverse event
Use adverse events as a “canary in the coalmine” to identify issues before they become too large to manage
Develop a simple policy for handling these issues

Be aware of what people are saying about you
Join the community now and not during a crisis when it’s too late

A crisis like this...
Video URL: http://www.youtube.com/watch?v=BmykFKjNpdY

One tweet starts a firestorm

Leading to a public apology

One weekend and just 7000 Tweets to take down Motrin

Summary
Some Lessons Learned:
Neither McNeil nor the agency that created the ad had a Twitter account
Neither were monitoring Twitter for brand mentions

Start Here...
More Info: http://bit.ly/Zeja

It’s All About E.V.E.

No, not that one...

All About E.V.E.
Expected Visitor Experience (E.V.E.): the set of activities and functions that an average user would expect to find and use on a specific digital platform.
“Does your social media program work like I think it should to work?”

All About E.V.E.
Don’t be this guy.
Shouting, but no one’s listening.

Shouting
 Listening

Shouting
 Listening

P.S.: You act “conservatively” on Twitter to avoid a warning letter...
Irony
...and then violate FDA rule one by not providing fair balance
where product and usage are mentioned

You take the leap onto YouTube....

...but disable some favorite features

...but disable some favorite features
This isn’t what
the people want.
Remember:
It’s all about E.V.E.

All About E.V.E.
Summary
Use each social media site as it was intended or you’ll find yourself alone
This means (for example)...
...you have to interact on Twitter
...you have to enable “The Wall” on Facebook
...you have to allow comments and ratings on YouTube
...you have to permit comments on your blog

You can’t control what people say about your brand
If you try to, you instantly lose credibility with the community (and sales)

You can’t control what people say about your brand
If you try to, you instantly lose credibility with the community (and sales)
And besides, you’ve already lost control

I would “hold” the medication until you go see your doctor in person
Who is “catspajamas” and why is he/she giving medical advice about your brand?

Do you have ratings on your product site?

Don’t worry...iGuard is doing it for you.
Okay with you?

If you’re participating, be honest...

An AstraZeneca IP address

...someone will figure it out and tell the world.

Summary
Know that you can’t control what people say about your product
You CAN correct inaccurate information, but do it openly and supported by facts
Never, ever pretend to be someone else

Customers care about their needs and not your products
You must meet your customers’ needs first before your own
Bringing “meaning” to your customers is how you get their attention and loyalty

You Promise This --
“Review Treatments”

You Promise This --
But Give Me This --
A mention of your drug

You Promise This --
But Give Me This --
A mention of your drug
What if you actually gave me what I was promised?

How many more pairs of Nikes does the free Nike+ application sell?

Community created by Valeant, the makers of Diastat Acudial for seizures.
Does anyone seem to mind?

The best source for PKU information happens to have been created by the brand that makes a treatment for PKU.
What are you the best source of?

200,000 posts all about your product...on your site.
Where is everyone discussing your product?

For more examples go here: http://bit.ly/B3PR7

Summary
Start with unbranded experiences to help your community of customers – education and awareness is part of your remit
Let the discussion take center stage and don’t sell
Customers will flock to the places where there is genuine value

The Principles
It’s All About E.V.E.

Starting Tomorrow...
Learn from others (for examples go here: http://bit.ly/B3PR7)
Imitation is the sincerest form of flattery, so learn from others.
Get involved and familiar with the technology
You won’t know what works until you see for yourself.
Find out where your customers are and what they’re doing
Don’t do something unless your customers are also.
Educate your colleagues
You may understand it all, but do the people who have to approve it?
Try something
Start small, but just start. See what it’s like before you commit big money.

Contact:
Jonathan Richman
Director of Business Development, Bridge Worldwide
Blogger, Dose of Digital
513-381-1380
j.richman@bridgeworldwide.com