Copy of presentation from November 12, 2009 FDA Social Media hearing

1. Presentation of
Larry Mickelberg
Chief Digital Officer, Euro RSCG Life
Public Hearing on Promotion of FDA-Regulated Medical
Products Using the Internet and Social Media Tools
November 12, 2009
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2. About our testimony
• To support our testimony today, Euro RSCG and MicroDialogue LLC
conducted proprietary research and analysis leveraging various social media
tools and sources.
• We deployed a survey to 1,228 social media users and analyzed thousands
of verbatims and other conversations across blogs, Twitter and forums. A
health-specific follow-up survey was deployed to 520 social media users
— We define social media users as people who engage with others online
and social media as the platforms for this engagement
• The data is based on survey results and other conversations that occurred
around October 2009.

3. Consumers report using much more electronic communication
NOW VERSUS…
Electronic Interactions

4. Digital socialization has become a part of daily life
% Daily Usage
Despite chatter in the media, consumers do not believe social media is a fad.
Social media is just
a fad (%)
Some expect it to become an even bigger part of their social lives.
I expect in the future
more of my social life
will happen online (%)

5. Majority of consumers trust health-related information they find online
90% would turn to online source for health-related information
89% of consumers consider Internet a reputable source for health-related information
82% of consumers have turned to the Internet for info about a particular health treatment
44% stated they would turn to a social media site for health information
Reasons Turned to Internet (%) % Researched Particular Treatment
Yes, often
Yes, sometimes 82%
Yes, once or twice
No, but I would if I needed to
Only 9% are close-minded to
No, and I don’t plan to online health research,
skewed toward 21-24 demo

6. Consumers satisfied with availability and quality of safety information online
Yes, plenty of safety info available
Yes, but want to see more safety info
Yes, but it’s confusing
No, difficult to research a particular treatment’s safety info
No, not enough info made available

7. Health safety info important to consumers and significant determinant of quality

8. Effectively communicating that safety information is the core challenge

9. Consumers are finding online health information relevant and positive
% who describe experience researching particular treatment as:
Positive, found right info, felt informed
62%
Positive
Top-2 Box
Positive, found right info but sought add’l info
Neutral, found some info, but sub-par quality
Neutral, found some info, but confusing
Negative, I did not find what I wanted
Negative, I did not trust the info I found
Never researched particular treatment online

10. Most consumers take meaningful action on the health information they find

11. Use of online and social media by consumers improves physician interactions
65% of online/social media users for health info found social media info helpful when they
eventually spoke to physician
90% would do it again and/or recommend others to do so

12. Thank you.
Larry Mickelberg
Chief Digital Officer, Euro RSCG Life
Public Hearing on Promotion of FDA-Regulated Medical
Products Using the Internet and Social Media Tools
November 12, 2009
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