Pharma and Healthcare Social Media Principles

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Following these simple principles will help and pharma or healthcare brand get a good start in social media. Here's what to do and what not to do in order ensure you win over your customers instead of chasing them away.

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Pharma and Healthcare Social Media Principles

  1. Pharma and Healthcare Social Media PrinciplesJonathan RichmanDirector of Business Development, Bridge WorldwideBlogger, Dose of Digital<br />
  2. The Principles<br />Be Aware, Not Afraid<br />Monitor and Get Involved<br />All About E.V.E.<br />Prepare to Surrender Control<br />It’s Not About You<br />
  3. Be Aware, Not Afraid<br />
  4. Be Aware, Not Afraid<br />The #1 objection to social media among healthcare companies:<br />Adverse Event Reporting<br />
  5. Be Aware, Not Afraid<br />The Myth:<br />If given a forum, patients will post “adverse events” that need to reported to FDA.<br />
  6. Be Aware, Not Afraid<br />The Reality:<br />1 in 500 posts actually contain all the information required for an adverse event report.<br />
  7. Be Aware, Not Afraid<br />Required for reporting:<br />an identifiable patient<br />an identifiable reporter<br />a specific drug or biologic involved in the event<br />an adverse event or fatal outcome<br />Only 1 in 500 posts have all this info.<br />Get Nielsen’s Whitepaper: http://bit.ly/YqmrD<br />
  8. Be Aware, Not Afraid<br />Summary<br />Very few posts will ever have a reportable adverse event<br />Use adverse events as a “canary in the coalmine” to identify issues before they become too large to manage<br />Develop a simple policy for handling these issues<br />
  9. Monitor and Get Involved<br />
  10. Monitor and Get Involved<br />Be aware of what people are saying about you<br />Join the community now and not during a crisis when it’s too late<br />
  11. Monitor and Get Involved<br />A crisis like this...<br />Video URL: http://www.youtube.com/watch?v=BmykFKjNpdY<br />
  12. Monitor and Get Involved<br />One tweet starts a firestorm<br />
  13. Monitor and Get Involved<br />Leading to a public apology<br />
  14. Monitor and Get Involved<br />One weekend and just 7000 Tweets to take down Motrin<br />
  15. Monitor and Get Involved<br />Summary<br />Some Lessons Learned: <br />Neither McNeil nor the agency that created the ad had a Twitter account<br />Neither were monitoring Twitter for brand mentions<br />
  16. Monitor and Get Involved<br />Start Here...<br />More Info: http://bit.ly/Zeja<br />
  17. It’s All About E.V.E.<br />
  18. No, not that one...<br />
  19. All About E.V.E.<br />Expected Visitor Experience (E.V.E.): the set of activities and functions that an average user would expect to find and use on a specific digital platform. <br />“Does your social media program work like I think it should to work?”<br />
  20. All About E.V.E.<br />Don’t be this guy.<br />Shouting, but no one’s listening.<br />
  21. Shouting<br /> Listening<br />
  22. Shouting<br /> Listening<br />
  23. P.S.: You act “conservatively” on Twitter to avoid a warning letter...<br />Irony<br />...and then violate FDA rule one by not providing fair balance <br />where product and usage are mentioned <br />
  24. You take the leap onto YouTube....<br />
  25. ...but disable some favorite features<br />
  26. ...but disable some favorite features<br />This isn’t what<br />the people want.<br />Remember:<br />It’s all about E.V.E.<br />
  27. All About E.V.E.<br />Summary<br />Use each social media site as it was intended or you’ll find yourself alone<br />This means (for example)...<br />...you have to interact on Twitter<br />...you have to enable “The Wall” on Facebook<br />...you have to allow comments and ratings on YouTube<br />...you have to permit comments on your blog<br />
  28. Prepare to Surrender Control<br />
  29. Prepare to Surrender Control<br />You can’t control what people say about your brand<br />If you try to, you instantly lose credibility with the community (and sales)<br />
  30. Prepare to Surrender Control<br />You can’t control what people say about your brand<br />If you try to, you instantly lose credibility with the community (and sales)<br />And besides, you’ve already lost control<br />
  31. Prepare to Surrender Control<br />
  32. I would “hold” the medication until you go see your doctor in person<br />Prepare to Surrender Control<br />Who is “catspajamas” and why is he/she giving medical advice about your brand?<br />
  33. Prepare to Surrender Control<br />
  34. Prepare to Surrender Control<br />Do you have ratings on your product site? <br />
  35. Prepare to Surrender Control<br />Don’t worry...iGuard is doing it for you. <br />Okay with you?<br />
  36. If you’re participating, be honest...<br />
  37. If you’re participating, be honest...<br />An AstraZeneca IP address<br />
  38. If you’re participating, be honest...<br />...someone will figure it out and tell the world.<br />
  39. Prepare to Surrender Control<br />Summary<br />Know that you can’t control what people say about your product<br />You CAN correct inaccurate information, but do it openly and supported by facts<br />Never, ever pretend to be someone else <br />
  40. It’s Not About You<br />
  41. It’s Not About You<br />Customers care about their needs and not your products<br />You must meet your customers’ needs first before your own<br />Bringing “meaning” to your customers is how you get their attention and loyalty<br />
  42. It’s Not About You<br />You Promise This --<br />“Review Treatments”<br />
  43. It’s Not About You<br />You Promise This --<br />“Review Treatments”<br />But Give Me This --<br />A mention of your drug<br />
  44. It’s Not About You<br />You Promise This --<br />“Review Treatments”<br />But Give Me This --<br />A mention of your drug<br />What if you actually gave me what I was promised?<br />
  45. It’s Not About You<br />How many more pairs of Nikes does the free Nike+ application sell?<br />
  46. It’s Not About You<br />Community created by Valeant, the makers of Diastat Acudial for seizures. <br />Does anyone seem to mind?<br />
  47. It’s Not About You<br />The best source for PKU information happens to have been created by the brand that makes a treatment for PKU. <br />What are you the best source of?<br />
  48. It’s Not About You<br />200,000 posts all about your product...on your site.<br />Where is everyone discussing your product?<br />
  49. It’s Not About You<br />
  50. It’s Not About You<br />For more examples go here: http://bit.ly/B3PR7<br />
  51. It’s Not About You<br />Summary<br />Start with unbranded experiences to help your community of customers – education and awareness is part of your remit<br />Let the discussion take center stage and don’t sell<br />Customers will flock to the places where there is genuine value<br />
  52. The Principles<br />Be Aware, Not Afraid<br />Monitor and Get Involved<br />It’s All About E.V.E.<br />Prepare to Surrender Control<br />It’s Not About You<br />
  53. Starting Tomorrow...<br />Learn from others (for examples go here: http://bit.ly/B3PR7)<br />Imitation is the sincerest form of flattery, so learn from others.<br />Get involved and familiar with the technology<br />You won’t know what works until you see for yourself.<br />Find out where your customers are and what they’re doing<br />Don’t do something unless your customers are also.<br />Educate your colleagues <br />You may understand it all, but do the people who have to approve it? <br />Try something<br />Start small, but just start. See what it’s like before you commit big money.<br />
  54. Contact:<br />Jonathan Richman<br />Director of Business Development, Bridge Worldwide<br />Blogger, Dose of Digital<br />513-381-1380<br />j.richman@bridgeworldwide.com<br />

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