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Social Media in the Regulated Pharmaceutical Industry

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Slides from my BrightTALK webcast updated 18/03/10 with KV Pharmaceuticals example

Slides from my BrightTALK webcast updated 18/03/10 with KV Pharmaceuticals example

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  • 1. Social Media In the Regulated Pharma’ IndustryPaul DixeyBlueLight Partners
  • 2. Bluelight Partners
    Bluelight Partners is an independent experienced digital and mobile consultancy focusing on the healthcare and pharmaceutical industry. We develop innovative and integrated strategies, so that digital, social media or mobile can be an integral and compliant part of your marketing and communication mix
    www.bluelightpartners.com
    2
    social /technology /compliance / websites / mobile / white papers /
  • 3. Paul Dixey (BA HonsDip.esem)Managing Partner
    Paul Dixey has over 27 years of pharmaceutical, sales, marketing and communications experience with companies such as Wellcome. Boots, BASF Pharma, AstraZeneca, Organon and Schering-Plough. Since setting up BlueLight Partners he and his colleagues have worked as consultants to both healthcare companies and marcomms agencies to help them build and deliver creative and compliant online marketing programmes integrated with their brand or therapy area objectives.
    Paul is a regular speaker at pharma digital conferences and recently chaired Digipharm 2010
    Paul has a B.A. Honours Degree in European Business
    Administration and the equivalent French Diplômefrom
    l’ESC de Reims, a leading Grande Ecole in France
    http://uk.linkedin.com/in/pauldixey
    3
    social /technology /compliance / websites / mobile / white papers /
  • 4. Sector overview – Healthcare and Social Media
  • 5. Healthcare and Social Media
    30bn comments on Facebook every month
    2bn tweets
    Several bn on blogs and forums
    20% UGC mentions drug or specific disease
    Seeking healthcare information is 3rd only to emails and using search engines
    5
    Sources: Facebook, Pingdom, synthesio, Pew Internet Survey
  • 6. Social Network Penetration
    6
  • 7. Physician Social Networks
    In EU over two-thirds of doctors already online are interested in joining physician social networks
    7
    USA
    Manhattan_EuropeaneHealth Landscape 2009 and Taking the Pulse® v10
  • 8. Frequency of Visiting Social Networking Sites for Professional Use
    8
    Please indicate how often you visit the following site for professional purposes:
    Facebook
    Among those visiting site for professional purposes
    Source Manhattan Taking the Pulse® v10
  • 9. Where is Pharma Now?
    9
  • 10. All parties are more likely to participate in SM with proper guidelines and regulation
    10
    SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)
  • 11. Regulatory Challenges
    Different across globe
    DTC/Access control
    Regulators - FDA, ABPI, EFPIA –
    Not kept up with fast pace of change
    FDA Hearings Nov 2009
    New ABPI code 2011– but no new SM regs
    Cultural Differences –
    EU Parliament – Public access to drug information
    Other Regs
    Data protection, Can-Spam, Accessibility, Companies Act, Privacy/Cookies etc
    Advertising Standards Authority
    Companies now responsible for comments on non paid for space
    Pharmacovigilance
    Just on company sites or on every Tweet, blog, Facebook, Quoraetc page?
    11
  • 12. 12
  • 13. 13
  • 14. Pioneers
    14
  • 15. Get your ducks in a row
    Lead with Strategy
    In for long term engagement
    Get the right Expertise
    Don’t delegate/abdicate to agencies
    Go with facts/knowledge not myths
    Establish Process and Governance
    Have Commitment throughout organisation
    15
  • 16. Or wait for Godot .. the FDA, ABPI….etc
    16
  • 17. …and finally
  • 18. Moral Compass
    18
  • 19. Three Guiding Principles
    19
    Source pharmaceuticalethics.com
  • 20. 20
    SAFETY
    It is fundamentally wrong for any activity to put commercial gain
    above the safety of the unknown individual
    Source pharmaceuticalethics.com
  • 21. 21
    Clarity of Intention
    Is the primary intention to promote the medicine or is it something else?
    Source pharmaceuticalethics.com
  • 22. 22
    Transparency of
    Action
    Are your communications and actions transparent and consistent
    with the stated primary intention of your activity?
    Source pharmaceuticalethics.com
  • 23. Addendum 18/03/11The Power of Moms/Mums
    23

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