Social Media Pharma

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These slides provide an overview of a white paper - “Connecting with Patients, Overcoming Uncertainty” white paper was produced by Envision Solutions, TNS Media Intelligence/Cymfony and law firm Seyfarth Shaw.

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Social Media Pharma

  1. 1. An Overview on “ Connecting with Patients, Overcoming Uncertainty” White Paper Implications on Pharmaceutical Communication with Patients using Social Media
  2. 2. Background Info <ul><li>What is Social Media? Social media includes search engines, social networks, blogs, vlogs, message boards, podcasts, interactive websites, webcasts, and other online venues that allows for community interaction. </li></ul><ul><li>The public’s use of social media has become a mainstream norm. </li></ul><ul><li>With the availability of social media, patients and their loved ones can easily search for health related information. </li></ul><ul><li>According to the Pew Internet & American Life Project, nearly 113 million Americans have used online resources for seeking health information. </li></ul><ul><li>The pharmaceutical utilization of social media can help increase awareness of diseases and drive patients to use their medications. </li></ul>
  3. 3. Introduction on Source: <ul><li>“ Connecting with Patients, Overcoming Uncertainty” white paper was produced by Envision Solutions, TNS Media Intelligence/Cymfony and law firm Seyfarth Shaw </li></ul><ul><li>It can be accessed at: </li></ul><ul><li>http://www.envisionsolutionsnow.com/social_media_framework.html </li></ul>
  4. 4. What does this mean for pharmaceutical companies? <ul><li>According to Jupiter Research, nearly 80% of those who have used the Internet to “connect to others” trust peer-created health information “to some degree”. </li></ul><ul><li>However, pharmaceutical companies have not fully jumped into using social media for their marketing their products. Why? </li></ul><ul><ul><li>1. Lack of knowledge on how to integrate social media in their marketing campaigned </li></ul></ul><ul><ul><li>2. Uncharted FDA territory. FDA has not created detailed guidelines regarding advertising on social media. Thus, pharmaceutical companies are hesitant to violate future guidelines. </li></ul></ul>
  5. 5. Part 1: Social Media, Healthcare and the Pharmaceutical Industry <ul><li>A shift on health information has occurred. Before social media became popular, patients relied on their physicians for health information. Now, patients rely on social media for their health information. </li></ul><ul><li>Patients are now more assertive in their health decision making. Decisions on treatments and drugs are more patient driven then physician driven. </li></ul><ul><li>Though millions of Americans are obtaining health related information, questions that arise are: </li></ul><ul><ul><li>1. Is this information trust-worthy? </li></ul></ul><ul><ul><li>2. Who is providing this information? </li></ul></ul><ul><ul><li>3. What is the quality of this information? </li></ul></ul><ul><ul><li>4. What is the overall impact of this information in the seeker’s health related behavior? </li></ul></ul>
  6. 6. Trust - worthy <ul><li>One factor to keep in mind is that with social media, patients easily share their health experiences, treatment stories, and provide a support community for others. </li></ul><ul><li>With patients sharing their negative experiences and with drug recalls like Vioxx and OxyContin, there has been an increase in the public distrust of the pharmaceutical industry and consumer skepticism. </li></ul>Most Peer-Peer Medium Non-profit established medical org. Least Pharmaceutical Company Public trust level Who created information on the social media?
  7. 7. Overcoming this distrust <ul><li>1. By abiding with FDA’s established guidelines for DTC, pharmaceutical companies will stay within compliance regulations. </li></ul><ul><li>2. Pharmaceutical companies need to understand that by increasing social media communication, there are few potential risks to keep in mind: </li></ul><ul><ul><li>Off-label promotion – even if the company did not write the content, the slight mention can put the company in trouble with the FDA. </li></ul></ul><ul><ul><li>Adverse event reporting – due to the anonymous nature of social media, companies are unclear if they have to abide the adverse event reporting. </li></ul></ul>
  8. 8. Factors to keep in mind <ul><li>Different Seekers, Different Needs – </li></ul><ul><li>Health information seekers have different agendas, therefore, it is important to keep this in mind in creating appropriate health information. </li></ul><ul><li>Side effects and risks need to be prominently mentioned in every page to avoid FDA complaint. </li></ul><ul><li>There are different patients’ expectations while searching a product driven site and a health information/disease awareness site. </li></ul>
  9. 9. Potential Risks <ul><li>Social media forums create risks for drug companies in hosting or sponsoring web sites because visitors can mention off-label uses of the products. </li></ul><ul><li>Even if the company exercises editorial control, they are perceived as “implicitly” endorsing it. </li></ul>
  10. 10. Four Types of Social Media Content that Impact Pharmaceutical Companies <ul><li>Whistleblowers – one person impacting many </li></ul><ul><li>Drug Company Employees & Advisors – “Behind the Scenes” </li></ul><ul><li>Industry Opponent – Critics </li></ul><ul><li>Patients – social community – patients sharing their experiences </li></ul>
  11. 11. Learning from Pharmaceutical Pioneers on Social Media (Not that many) <ul><li>1. For patients - www.ADHDbalanace.net . </li></ul><ul><ul><li>Cephalon developed series of blogs from a multi-disciplinary approach. (Vicki worked on this project) </li></ul></ul><ul><li>2. Corporate – www.jnjbtw.com </li></ul><ul><li>J&J created a corporate blog. </li></ul><ul><li>3.GSK created one for patients – www.alliconnect.com and a corporate one – www.avenirdelasante.com </li></ul>
  12. 12. Challenges Social Media Presents <ul><ul><li>1. Timeliness – Real time, almost immediate posted information </li></ul></ul><ul><ul><li>2. Two-way dialogue </li></ul></ul><ul><ul><li>3. Consumer-Consumer communication - unknown risks? </li></ul></ul>
  13. 13. Type of Plugging on Social Media <ul><li>Product-claim Ad </li></ul><ul><li>Health seeking Ad – more flexibility to include patient discussion and interaction. </li></ul>
  14. 14. Evaluation of Various Social Media Low Moderate Branded Advertising on Social Media (one-way) Low Low Developing Branded Content for Distribution on Video-Sharing Websites (You Tube) Moderate High Branded wiki High High Non-branded participation (leaving comments, postings in forums) Low Low Non-branded advertising on social media Low Low Branded Pod cast Risk Level of FDA violation Off-Label Promotion Social Media Activity
  15. 15. Comments on Previous Slide <ul><li>Incorporating two-way communication on any social media venue can increase various risks. </li></ul><ul><li>Though, two-way social media venues may increase frequent hits on the site. </li></ul><ul><li>One needs to be cognizant of the patient’s expectation of normally visiting those social media venues. Possible under-fulfilling those expectations may cause patients’ dissatisfaction. </li></ul>
  16. 16. Overall <ul><li>Pharmaceutical Industry have taken a conservative approach in taking advantage of Social Media capabilities. </li></ul><ul><li>Health information seekers are receiving information that may not be reliable. </li></ul><ul><li>There is a certain sense of trust of web-based information, though, there is a certain level of distrust for pharmaceutical industry in general. </li></ul>
  17. 17. Overall - Part 2 <ul><li>Peer-to-Peer information sharing seems not only to provide first hand information on a particular condition or treatment, but it is trusted the most. </li></ul><ul><li>If companies adopt peer-to-peer or a 2 way information exchange, chances of violating FDA regulations increases. </li></ul><ul><li>Keeping in mind future FDA regulations on pharmaceutical Social Media marketing, playing by the established guidelines seem best. </li></ul>
  18. 18. About Insights Digital <ul><li>Insights Digital specializes in finding &quot;hidden gems&quot; for you through research and digital data mining. </li></ul><ul><li>Insights Digital is an independent research and strategy firm specializing in: behavioral based consumer insights; digital intelligence; and interactive strategy. </li></ul><ul><li>Each and every project is spearheaded by a Social Scientist and Expert Technology Leader. </li></ul>
  19. 19. Contact Us <ul><li>Insights Digital, Inc. </li></ul><ul><li>www.InsightsDigital.com </li></ul><ul><li>917-570-5683 </li></ul>

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