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Drivers of Digital Responsibility in Healthcare<br />FDA Hearings on Social Media<br />November 13, 2009<br />
Consulting Services<br />Agency Services<br />Technology Solutions<br />A Leader in Strategically Integrated Healthcare Ma...
Extensive background in eLearning and social media consulting
100% focused on healthcare audiences
Combined expertise in content and technology development
Early innovator in social media with medicines, medical devices, associations, and government</li></li></ul><li>Ensuring B...
Access and Health Literacy:Does Anyone Understand What We’re Saying?<br />Health Literacy: “The degree to which individual...
Access and Health Literacy:Does Anyone Understand What We’re Saying?<br />
Condition-specific Literacy<br />*Relative word incidence from three major diabetes products<br />
Access and Consistency Across Channels:Speaking in a Fragmented World<br />Why is health literacy a critical issue for hea...
Access and Consistency Across Channels:Playing the Healthcare Credibility Challenge<br />Which people (or info sources) in...
Finding Balance: Where Can We Be Credible?<br />Where can industry speak with credibility in the social space? On what top...
So How Do We Best Serve the Patient?<br />Credible and transparent pharmaceutical participation in the social space can:<b...
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Cadient Fda Social Media Nov 13 09 Final

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FDA Hearings on Social Media Marketing. How does Health Literacy impact patients' ability to navigate online health information? As information becomes spread across various social channels, trust and access become critical issues for health communications.

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Cadient Fda Social Media Nov 13 09 Final

  1. 1. Drivers of Digital Responsibility in Healthcare<br />FDA Hearings on Social Media<br />November 13, 2009<br />
  2. 2. Consulting Services<br />Agency Services<br />Technology Solutions<br />A Leader in Strategically Integrated Healthcare Marketing<br />Jim Walker<br />Director, Emerging Media<br />Cadient Interactive<br /><ul><li>15 years interactive marketing experience within pharmaceutical industry
  3. 3. Extensive background in eLearning and social media consulting
  4. 4. 100% focused on healthcare audiences
  5. 5. Combined expertise in content and technology development
  6. 6. Early innovator in social media with medicines, medical devices, associations, and government</li></li></ul><li>Ensuring Both Access and Balance in the Social Media Space<br />Section III. Question 2<br />How should product information be presented using various social media tools to ensure that the user has access to a balanced presentation of both risks and benefits of medical products?<br />accessbalance <br />
  7. 7. Access and Health Literacy:Does Anyone Understand What We’re Saying?<br />Health Literacy: “The degree to which individuals have the capacity to obtain, process, and understand basic health information and services needed to make appropriate health decisions.”* <br />Our best customers: Adults whose functional literacy was in the bottom 20%were likely to have 3 times as many prescriptions filled than adults with higher functional literacy.<br />*Healthy People 2010, U.S. Department of Health and Human Services, Office of Disease Prevention and Health Promotion<br />
  8. 8. Access and Health Literacy:Does Anyone Understand What We’re Saying?<br />
  9. 9. Condition-specific Literacy<br />*Relative word incidence from three major diabetes products<br />
  10. 10. Access and Consistency Across Channels:Speaking in a Fragmented World<br />Why is health literacy a critical issue for healthcare and social media?<br />Exposure to information is now spread across dozens of touchpoints, containing widely varying degrees of both credibility and clarity.<br />
  11. 11. Access and Consistency Across Channels:Playing the Healthcare Credibility Challenge<br />Which people (or info sources) in your social network are both credible and clear with regards to medical advice?<br />
  12. 12. Finding Balance: Where Can We Be Credible?<br />Where can industry speak with credibility in the social space? On what topics?<br />Branded Information<br />Indication RelatedInformation<br />Prevention<br />and Compliance<br />
  13. 13. So How Do We Best Serve the Patient?<br />Credible and transparent pharmaceutical participation in the social space can:<br />Help dramatically improve health literacy<br />Help blunt the influence of misinformation<br />Provide a balanced voice in an unbalanced medium<br />Provide support for niche communities<br />Provide timely and accurate response to medical news<br />
  14. 14. Finding Balance: Transparency<br />Once a credible voice has been defined, the social media space is a medium that demands transparency.<br />Steps towards transparency:<br />Designated company social spokesperson<br />Alignment with FTC model for disclosure<br />Social-based safety education and health literacy center<br />
  15. 15. Two Steps for Moving Forward<br />I. FDA Consumer PanelCreate an FDA consumer panel to better understand the relationship between social media channels and health literacy, demographics, and chronic conditions.<br />II. Socialize the solutionSolicit innovation from associations, industry, and consumers on how to provide credible and transparent information in the social space. Challenges and grants can focus on ways to fix specific issues around these situations.<br />
  16. 16. Thank you!jim.walker@cadient.comwww.facebook.com/jimwalks<br />

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