Pharma Marketing Meets Social Media: Can the Two Co-Habitate?

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A presentation I will make at the PharmaMarketing Summit * May 10-12, 2010 * Doral Golf Resort & Spa * Miami, FL
http://www.pharmamarketingsummit.com/mam 

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Pharma Marketing Meets Social Media: Can the Two Co-Habitate?

  1. 1. Pharma
Marke*ng
Meets
Social Media:
Can
the
Two
Co‐Habitate? Presented at PharmaMarketing Summit May 10-12, 2010 • Doral Golf Resort & Spa • Miami, FL http://www.pharmamarketingsummit.com/mam John Mack Publisher, Pharma marketing News & Pharma Marketing Blog @pharmaguy on Twitter johnmack@virsci.com
  2. 2. 2 Agenda  Pharma’s
current
use
of
social
media Who
are
the
leaders? What
are
the
limita*ons? Controlling
the
message  Integra*on
with
other
tac*cs
for
ROI  Overcoming
barriers Regulatory
barriers Cultural
barriers Knowledge
barriers
  3. 3. 3 Pharma’s
Use
of
Social
Media*  Pharma
and
Healthcare
Social
Media
Wiki 55
TwiMer
Accounts
(excluding
personal
pharma
ppl) 45
Facebook
Sites 35
YouTube
Sites 31
Brand‐Sponsored
Pa*ent
Communi*es 19
Blogs Maintained by Dose of Digital Blog whose readers submit entries for inclusion in the list. *Not all are specifically sites owned and operated by FDA-regulated companies.
  4. 4. 4 Dosie
Awards*
Finalists TwiMer
Accounts AF
Stat
(sanofi‐aven*s) JNJComm
(J&J’s
Marc
Monseau) Race
with
Insulin
(Novo
Nordisk) Roche Xpresskindness
(Allergan) Most pharma Twitter accounts are focused on company news. Recently, however, non-branded campaigns focused on disease- awareness or cause marketing have been launched. * 2010 Dose of Digital Dosie Awards for pharma and healthcare social media
  5. 5. Novo
Nordisk's
Race
With
Insulin Campaign:
It's
Not
Just
About
TwiMer Good example of leveraging social media to enhance the appeal of and accessibility to a branded spokes- person.
  6. 6. We’re
S*ll
Friends I called this tweet “Sleazy Twitter Spam” Challenge: How to fit benefits and fair balance in 140 characters or less?
  7. 7. 7 Dosie
Awards
Finalists Best
Brand‐Sponsored
Pa*ent
Communi*es Accu‐Check
Diabetes
Link
(Roche) Children
with
Diabetes
(J&J
Lifescan) Diabetes
Handprint
(J&J
Lifescan) Crohn’s
and
Me
(UCB) Voices
of
Diabetes
(Novo
Nordisk)
  8. 8. Control over content: “Real Stories” on some sites may be authentic, but not user-generated content, which is the hallmark of social media.
  9. 9. 9 Dosie
Awards
Finalists Pharma
YouTube
Channels Goinsulin
(sanofi‐aven*s) Johnson
&
Johnson
Health
Channel Pfizer
Europe Pfizer
UK
(the
rat
video!) Most pharma YouTube channels are disease information sites. Some have patient story videos that have been professionally produced, not user-generated. Most channels have comments turned off.
  10. 10. 11 Dosie
Awards
Finalists Pharma
Blogs More
Than
Medicine
(GSK) JNJBTW
(J&J) Think
Science
Now
(Pfizer) AZ
HealthConnec*ons There are very few pharma blogs. A couple of disease or product- related blogs have gone defunct after the person responsible has left the company (eg, Centocor 411, alli blog). Those that are left mainly focus on corporate news and views. You won’t find any AEs here.
  11. 11. 12 Dosie
Awards
Finalists Facebook
Pages Changing
Possibili*es
in
Hemophilia
(novo
nordisk) The
Coali*on
to
Prevent
Deep
Vein
Thrombosis (sanofi‐aven*s) Gardasil
(GSK) Johnson
&
Johnson VOICES
(sanofi‐aven*s)
  12. 12. S‐A’s
VOICES:
First
Case of
“AE”
Mishandling This is what happens when you don’t implement a policy for handling user-generated content.
  13. 13. An
Integrated
Social
Media/DTC
Campaign  Celebrity
spokespeople  Events  TV
commercials  Web
site  Facebook
page  TwiMer
account  YouTube
channel Will it increase ROI? Can this kind of integration be used for branded campaigns?
  14. 14. 15 FDA
Public
Hearing/Docket  14
NOV
LeMers
Regarding
Paid
Search
Engine
Ads
Issued March,
2009
Leads
to
Call
for
Public
Hearing/Guidance  Part
15
Hearing
held
Nov
13
‐
13,
2009:
“Promo*on
of
Food and
Drug
Administra*on‐Regulated
Medical
Products
Using the
Internet
and
Social
Media
Tools”  Docket
No.
FDA‐2009‐N‐0441
open
for
comments
through February
28,
2010
  15. 15. 16 Issues Accountability Fulfilling
Regulatory
Requirements Pos*ng
Correc*ve
Informa*on Links Adverse
Event
Repor*ng
  16. 16. Drap
Guidance
by
End
of
2010? Hoping for Helpful Guidelines, but Keeping Expectations Low
  17. 17. 18 Pharma
Marke*ng
News
Survey
Overview  Online
from
9/20/2009
through
2/25/2010  Included
All
19
ques*ons
from
FDA 
Tallied
votes
on
specific
answers/solu*ons 
Plus
comments  SubmiMed
Results
to
Docket 
274
Respondents 
731

comments
  18. 18. Accountability 3rd-Party Independence For what online communications are manufacturers, packers, or distributors accountable? In particular, when should third-party discussions be treated as being performed by, or on behalf of, the companies that market the product, as opposed to being performed independent of the influence of the companies marketing the products? When marketer or agent sponsors the discussion (eg, provides a specific grant to independent 3rd- party host such as a patient advocacy group to sponsor the discussion) When marketer or agent paid for the content (eg, paid patients for testimonials or otherwise provided compensation) When marketer or agent paid for display ads to be run on specific discussion pages (eg, only discussions related to the product advertised)
  19. 19. Parameters
for
Correc*ng
Misinforma*on Posting Corrective Information Are there any parameters or criteria that could be used to determine the appropriateness of correcting misinformation and/or scope of information a company can provide when trying to correct misinformation on a Web site outside a company's control? ONLY misinformation of real and imminent danger to the public health (to be determined by company) should be corrected ALL off-label claims—even if supported by peer-reviewed medical literature—should be corrected) Only off-label claims NOT substantiated by peer-reviewed medical literature should be corrected Companies should not be burdened by FDA regulations requiring them to make corrections about ANY product misinformation published on third- party sites
  20. 20. Accountability:
Best
Prac*ces DISCLOSURE
of
involvement
with
or
influence
over
3rd‐party
social
media content
should
be
prominently
displayed
alongside
relevant
content
when possible. Half
of
survey
respondents
agree Each
company
should
have
a
Public
Social
Media
Policy
(SMP)
that
includes a
no*ce
of
its
transparency/disclosure
and
other
policies
rela*ng
to
social media.
[Just
like
every
pharma
company
has
a
public
privacy
policy
that applies
to
all
its
product
Web
sites,
each
pharma
company
should
have
a public
SMP
that
applies
to
all
its
social
media
ac*vi*es,
whether
owned
or sponsored
by
the
company.] About
two‐thirds
of
survey
respondents
agree Companies
should
monitor
social
media
sites
for
unauthorized
use
or modifica*on
of
its
approved
content
and
make
a
best
effort
to
remove
or correct
the
content.
But
they
should
only
be
REQUIRED
to
do
so
only
for sites
owned
or
directly
sponsored
by
them.
  21. 21. 22 Social
Media
Adverse
Event
Repor*ng Challenges What challenges are presented in handling adverse event information from these sources?  The amount of information from these sources is potentially too vast to be processed economically (lack of resources)  Finding adverse event information from these sources is like finding a needle in a haystack (too daunting)  The information is usually incomplete and does not meet the requirements for submitting a meaningful AER (not actionable)  There are many potential issues that won't fully be known until the practice of monitoring social media for AEs is more prevalent (unknown issues).
  22. 22. 23 AE
Repor*ng
Widget “One‐Click”
Access
to
FDA
and/or
Pharmaco
AE
Repor=ng
System Pharmaceu*cal
companies
could
post
FDA
approved
widgets
on
their
drug.com
Web
and
social
networking
sites.
  23. 23. 24 Social
Media
Readiness
Assessment
Tool Part
1:
Regulatory
Environment
(45
points) − Corporate
climate
with
regard
to
regula*on − Understanding
of
regulatory
risks − Ability
to
address
risks Part
2:
Corporate
Culture
(30
points) – Tolerance
for
risk – Reac*on
to
nega*ve
commentary – Par*cipa*ng
in
social
media
site
cri*cal
of
industry Part
3:
Personal
Knowledge
&
Awareness
(25
points) – Knowledge
of
various
social
media
apps – Awareness
of
impact
of
social
media
on
pharma
stakeholders – Personal
use
of
social
media
apps
  24. 24. 25 Regulatory Corporate Climate In your opinion, what is your company’s general regulatory climate? Our legal/regulatory people are very CAUTIOUS when it comes to taking regulatory risks and strive to avoid FDA warning letters at all costs. Vs. Our legal/regulatory people are very AGGRESSIVE when it comes to taking regulatory risks and handles FDA warning letters when and if they arrive.
  25. 25. 26 Culture Comfort Zone How uncomfortable would your company be advertising in a publication or on a web site that often contained editorial content critical of the pharmaceutical industry yet whose readers very closely matched your target audience?
  26. 26. 27 Knowledge Personal Use Have you ever personally used social media (i.e., read an online forum or posted a message to an online forum, submitted comments to a blog or written a blog post, edited a wiki, etc.)?
  27. 27. 28 Overall
Scores
  28. 28. 29 Trends  Pre March 2009 FDA NOV Letters: 10-Jan-2008 through 1-Mar-2009  Post March 2009 FDA NOV Letters: 2-Mar-2009 through 2-May-2010
  29. 29. 30 Social
Media
Readiness
Scores
  30. 30. 31 Resources  Pharma
Marke*ng
News − Monthly
electronic
newsleMer − 7,300
opt‐in
subscribers − Ninth
consecu*ve
year
of
publica*on − www.news.pharma‐mk*ng.com  Pharma
Marke*ng
Blog – 25,000
visitors
per
month – pharmamk*ng.blogspot.com/  PharmaGuy
TwiMer
Account – 5,600
Followers – TwiMer.com/pharmaguy
  31. 31. 32 Contact
Informa*on John Mack Follow me on Twitter: http://twitter.com/pharmaguy Facebook page: http://www.facebook.com/pharmaguy www.news.pharma-mkting.com www.pharmamkting.blogspot.com johnmack@virsci.com 215-504-4164 215-504-5739 (Fax)

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