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Social Media in the Regulated Pharmaceutical Industry


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Slides from my BrightTALK webcast updated 18/03/10 with KV Pharmaceuticals example

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Social Media in the Regulated Pharmaceutical Industry

  1. 1. Social Media In the Regulated Pharma’ IndustryPaul DixeyBlueLight Partners<br />
  2. 2. Bluelight Partners<br />Bluelight Partners is an independent experienced digital and mobile consultancy focusing on the healthcare and pharmaceutical industry. We develop innovative and integrated strategies, so that digital, social media or mobile can be an integral and compliant part of your marketing and communication mix <br /><br />2<br />social /technology /compliance / websites / mobile / white papers /<br />
  3. 3. Paul Dixey (BA HonsDip.esem)Managing Partner<br />Paul Dixey has over 27 years of pharmaceutical, sales, marketing and communications experience with companies such as Wellcome. Boots, BASF Pharma, AstraZeneca, Organon and Schering-Plough. Since setting up BlueLight Partners he and his colleagues have worked as consultants to both healthcare companies and marcomms agencies to help them build and deliver creative and compliant online marketing programmes integrated with their brand or therapy area objectives. <br />Paul is a regular speaker at pharma digital conferences and recently chaired Digipharm 2010<br />Paul has a B.A. Honours Degree in European Business <br />Administration and the equivalent French Diplômefrom<br />l’ESC de Reims, a leading Grande Ecole in France<br /><br />3<br />social /technology /compliance / websites / mobile / white papers /<br />
  4. 4. Sector overview – Healthcare and Social Media<br />
  5. 5. Healthcare and Social Media<br />30bn comments on Facebook every month<br />2bn tweets<br />Several bn on blogs and forums<br />20% UGC mentions drug or specific disease<br />Seeking healthcare information is 3rd only to emails and using search engines<br />5<br />Sources: Facebook, Pingdom, synthesio, Pew Internet Survey<br />
  6. 6. Social Network Penetration<br />6<br />
  7. 7. Physician Social Networks<br />In EU over two-thirds of doctors already online are interested in joining physician social networks<br />7<br />USA<br />Manhattan_EuropeaneHealth Landscape 2009 and Taking the Pulse® v10<br />
  8. 8. Frequency of Visiting Social Networking Sites for Professional Use<br />8<br />Please indicate how often you visit the following site for professional purposes:<br />Facebook<br />Among those visiting site for professional purposes<br />Source Manhattan Taking the Pulse® v10<br />
  9. 9. Where is Pharma Now?<br />9<br />
  10. 10. All parties are more likely to participate in SM with proper guidelines and regulation<br />10<br />SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)<br />
  11. 11. Regulatory Challenges<br />Different across globe<br />DTC/Access control<br />Regulators - FDA, ABPI, EFPIA – <br />Not kept up with fast pace of change <br />FDA Hearings Nov 2009<br />New ABPI code 2011– but no new SM regs<br />Cultural Differences – <br />EU Parliament – Public access to drug information<br />Other Regs<br />Data protection, Can-Spam, Accessibility, Companies Act, Privacy/Cookies etc<br />Advertising Standards Authority<br />Companies now responsible for comments on non paid for space<br />Pharmacovigilance<br />Just on company sites or on every Tweet, blog, Facebook, Quoraetc page?<br />11<br />
  12. 12. 12<br />
  13. 13. 13<br />
  14. 14. Pioneers<br />14<br />
  15. 15. Get your ducks in a row<br />Lead with Strategy<br />In for long term engagement<br />Get the right Expertise<br />Don’t delegate/abdicate to agencies<br />Go with facts/knowledge not myths<br />Establish Process and Governance<br />Have Commitment throughout organisation<br />15<br />
  16. 16. Or wait for Godot .. the FDA, ABPI….etc<br />16<br />
  17. 17. …and finally<br />
  18. 18. Moral Compass<br />18<br />
  19. 19. Three Guiding Principles<br />19<br />Source<br />
  20. 20. 20<br />SAFETY<br />It is fundamentally wrong for any activity to put commercial gain<br />above the safety of the unknown individual<br />Source<br />
  21. 21. 21<br />Clarity of Intention<br />Is the primary intention to promote the medicine or is it something else?<br />Source<br />
  22. 22. 22<br />Transparency of <br />Action<br />Are your communications and actions transparent and consistent<br /> with the stated primary intention of your activity?<br />Source<br />
  23. 23. Addendum 18/03/11The Power of Moms/Mums<br />23<br />