Social Media Rules for Pharma's FDA-Regulated Industry

+ Social Media Rules for FDA-Regulated Industry Mike Myers & Mike Smith @mikermyers @mikesmith55

+ It all works because of connectivity

+ “We don‟t have a choice on whether we do social media, the question is how well we do it”- Erik Qualmen

+ Today‟s outline  Be aware, not afraid  Understand the mediums  Monitor and get involved  It‟s all about the brand experience  It‟s not about you

+ Be aware, not afraid

+ Be aware, not afraid The #1 objection to social media among healthcare companies Adverse Event Reporting!

+ Be aware, not afraid The Myth If given the opportunity, patients will post “adverse events” that need to be reported to the FDA

+ Be aware, not afraid The Reality 1 in 500 posts actually contains all the information required for an adverse event report

+ Understand the mediums

“Bad artists imitate, good artists steal.” - Pablo Picasso

+ Facebook

+ Facebook is the most popular social media site  Over 800 million users  More than 50% of active users log on to Facebook in any given day  On average, more than 250 million photos are uploaded per day  More than 70 languages available on the site  On average, people on Facebook install apps more than 20 million times every day  Average user is connected to 80 community pages, groups and events  Compared with other social media sites, users tend to spend the most time on Facebook and view the most pages thereSources:1. Facebook.com/press2. Alexa.com3. http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site

Compared with all of Facebook,+ health/pharma pages have been less popular

+ Early usage focused largely on disease state sites and patient communities

+ Facebook‟s ongoing “adjustments”… • Pages focused on companies themselves and on disease or patient-specific communities are now open to comments • Those focused on a specific prescription products continue to be closed • Many companies have removed sites and are waiting to see what happens next

+ Yet some companies continue to engage

+ And are succeeding

+ Pharmawall is a good solution (and reasonably priced-and not sold by us…)

+ Rise of the ePatients and „patient advocates‟

+ Sanofi-Aventis Case study of what not to do…  Shirley Ledlie, a cancer survivor, comments on their site about her permanent hair loss post using Taxotere  Patient returns to site and finds her post(s) deleted  Shirley goes “ballistic” in the social media space  Sanofi-Aventis pulls down the ability to comment on their site (eventually reopened)

+ YouTube

+ YouTube has the highest number of page views compared with other social media sites  Quantcast estimates that 400 million unique viewers visit each month  YouTube is the second most trafficked site globally Most viewed video belongs to Justin Bieber ~650 Million views! Sources: 1. Alexa.com. 2. http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site. 3. Reach Gen-Y with YouTube video marketing by David Schwartz, SOS marketing blog.

+ YouTube video statistics  48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day  Over 3 billion videos are viewed a day  More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years  70% of YouTube traffic comes from outside the US  YouTube is localized in 25 countries across 43 languages  YouTubes demographic is broad: 18-54 years old  800M unique users visit YouTube each month  YouTube mobile gets over 400M views a day (up 3x year/year), representing 13% of daily viewsSource:1. http://www.youtube.com/t/press_statistics

+ YouTube provides a different element to social media than Facebook and Twitter  Facebook and Twitter are used to stimulate conversation, push information, and/or organize events  YouTube doesn‟t stimulate conversation but serves as a medium to push and share a large amount of contentSources:1. http://www.reelseo.com/relevant-video-advertising-monetization/

+ The most popular channel on YouTube, VEVO, has over 50 Pharma YouTube billion views accounts have relatively few subscribers and channel views The channel with the compared with most subscribers, Ray popular consumer William channels Johnson, , has almost 5 million subscribers• YouTube provides the easy presentation of fair balance• YouTube is VERY popular with pharma

+ Twitter

+ Twitter : broadcast of status updates  Definition of the word “Twitter”:  a short burst of inconsequential information; chirps from birds  Twitter is a service that uses Short Messaging Service (SMS) to tell small groups what you are doing. Twitter was the first service/app to marry short code messaging, SMS, with a way to create social groups 1:1 1 : MANY VS Source: http://en.wikipedia.org/wiki/Twitter

+ Compared with all of Twitter, pharmaceutical pages are less popular

+ Pfizer_News identifies that employee is tweeting on behalf of the company Note: the @pfizer handle was grabbed by someone outside of the corporate level of the organization

+ Johnson&Johnson established the best practice of having a face represent the brand rather than a corporate logo And then he left…

+ Novartis follows few Twitter accounts but has acquired almost 20,000 followers

+ AstraZeneca

+ Patient advocates: Charlie Kimball, the only licensed racecar driver with type 1 diabetes, tweets for Novo Nordisk on both disease state and his personal account

+ Monitor and get involved

+ Monitor and get involved  Be aware of what people are saying about your brand  Look outside pharma and healthcare to see what is possible

+ Monitor and get involved One tweet starts a firestorm

+ Monitor and get involved And one very public apology

+ Monitor and get Involved 7,000 One One One One more productblogger tweet weekend tweets fiasco

+ Pfizer Facebook campaign • Blog post complained it was offensive to women • Pfizer had been deleting critical comments on its Facebook page • Snowball effect ensued • Ad removed – apology issued • Lesson learned?

+ It‟s all about the brand experience

+ Brand experience

+ It‟s not about you

+ Phenylketonuria (PKU) is a rare condition in which a baby is born without the ability to properly break down an amino acid called phenylalanine. It‟s not about you Babies with PKU are missing an enzyme called phenylalanine hydroxylase, which is needed to break down an essential amino acid called phenylalanine. Without the enzyme, substances build up in the body. These substances are harmful to the central nervous system and cause brain damage.

+Patient community• Patients drive the content and messages• Popular site• True benefits

+ It‟s not about you People with pseudobulbar affect (PBA) have sudden outbursts of involuntary emotional displays that they cannot control. They may start to cry or laugh, even though there is nothing sad or funny to trigger those emotions.

+  Loosely monitored  Patient community embedded into disease state site

+ Starting tomorrow

+  Learn from others  Get involved/understand the mediums  Find out where your customers are and what they are saying  Build internal guidance and educate internally  Start small  But, start now…

+ The ROI of social media is your business will still exist in 5 years…

“Bad artists imitate, good artists steal.” - Pablo Picasso

+ Thanks. Presentation is available at: www.slideshare.net/paliosaratoga mmyers@palio.com michael.smith@palio.com

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Social Media Rules for Pharma's FDA-Regulated Industry

by Palio on Nov 30, 2011

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Social Media Rules for Pharma’s FDA-Regulated Industry — Presentation Transcript