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Social Media For Regulatory And Legal


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A presentation to bring regulatory and legal people up to speed on the use of social media for health

Social Media For Regulatory And Legal

  1. 1. Richard  Meyer   Online  Strategic  Solu4ons  
  2. 2. How  regulatory  and  legal     view  marke3ng        
  3. 3. How  marke3ng  perceives     regulatory  and  legal    
  4. 4. But  understanding  the  issues  
  5. 5. Can  lead  to  approval  
  6. 6. Because  pharma  marke3ng  is  in  trouble   Pharmaceu4cal  marke4ng  is  in  trouble,   not  only  because  it  is  not  as  effec3ve   as  it  should  be  but  also  because  the   cost  of  marke3ng  has  spiraled  out  of   control  and  has  reached  the  point   where  most  pharmaceu3cal   companies  are  finding  it   unaffordable.   Improving  Return  on  Investment  in  Pharmaceu4cal  Marke4ng-­‐ Spectrum  2008  
  7. 7. Marke3ng  has  to  add  value  now  more   than  ever  before   Its  ironic  that,  as  sales  decrease  and  new  drugs  become  harder  to   develop,  more  companies  are  choosing  to  cut  marke3ng  at  a  3me  when   they  really  need  marke3ng  to  drive  business.  
  8. 8. But  the  road  to  get  there  is   going  to  be  tough    
  9. 9. It  may  mean  back  to  back  mee3ngs  
  10. 10. Leading  to  a    
  11. 11. But  we  can  get  there  
  12. 12. Because  the  reward  is    
  13. 13. Let’s  look  back  first  
  14. 14. Why  does  marke3ng  want  to  use   social  media?  
  15. 15. Tradi3onal  media  is  in  a  steep   decline   According  to  Forrester   Research,  48%  of  consumers   now  believe  that  they  have   the  right  to  decide  whether   or  not  to  receive  adver4sing   The  drop  in  tradi4onal  media   is  driven  by  con4nued   migra4on  of  consumers  to   digital  alterna4ves  for  news,   on-­‐demand  entertainment,   and  informa4on,  which   requires  less  4me  than   tradi4onal  media   counterparts  
  16. 16. While  people  flock  to  social  media   With over half of the U.S. adult population consuming online video, it has evolved from an emerging format to a form of mainstream media. Manhattan Research 2009
  17. 17. And  tradi3onal  Marke3ng  is  dead   R.I.P.   Tradi3onal   Marke3ng  
  18. 18. Which  means…   Marke3ng  as  we  know  it     is  no  longer  sustainable     in  its  current  form.     Bob Gilbreath, Chief Marketing Strategist, Bridge Worldwide “The Next Evolution of Marketing”
  19. 19. Why  is  marke3ng  no  longer  sustainable   in  its  current  form?   The  Internet   For  Social  Media  basics  click  here  for  Social  Media  101  
  20. 20. More  people  use  the  Internet  for  health   than  their  own  doctors  
  21. 21. And  that  includes  social  media  
  22. 22. Which  has  led  to  empowered  pa3ents  
  23. 23. Then  there  is  the  
  24. 24. Which  has  led  to  decreased  trust  of   American  business  
  25. 25. Especially  drug  companies   How Americans search for health information On the Internet
  26. 26. Let’s  not  forget  that  pharma  is  a   “regulated  industry”  
  27. 27. But  FDA  seems  to  be  enforcing  by   Do it and we’ll let you know if you’re going too fast
  28. 28. Instead  of  Issuing  clear  guidelines  &   direc3on  
  29. 29. This  has  resulted  in  risk  avoidance  for   some  companies    
  30. 30. But  most  of  all  it  means   missed  opportuni3es      
  31. 31. Because  
  32. 32. And  people  are  talking  to  each  other   and  sharing  health  informa3on    57%  of  ePa4ents  are  sharing   their  new  health  or  medical   knowledge    User  generated  content  no   appears  in  the  first  three  pages   of  health  searches  88%  of  the   4me*    70%  of  consumers  believe   that  pharma  informa4on  from   peers  is  credible**   *Envision  Solu4ons,  Diving  Deep  into  online  health  searches  2007   **iCrossing,  How  America  searches  for  Health  and  Wellness  2008  
  33. 33. So  in  order  for  marke3ng  to  become   more  effec3ve  it  has  to  engage     microsegments  of  consumers   "The  average  American  has  been  replaced  by  a  complex,  mul4dimensional   society  that  defies  simplis4c  labeling.”  The  message  to  marketers  is  clear:  No   single  demographic,  or  even  handful  of  demographics,  neatly  defines  the   na8on  or  a  market.    
  34. 34. But  isn’t  our  product  website   enough?   No    
  35. 35. Because  the  journey  to  collect  health   informa3on  consists  of  many  stops  
  36. 36. And  social  media  is  one  of  those  stops   Diagnosed  pa3ents  using  social  media  
  37. 37. And  pa3ents  are  BLOGGING  about     their  health  experiences  
  38. 38. So  when  you  put  it  all  together  
  39. 39. Even  DTC  marketers  feel  that  DTC   marke3ng  is  less  effec3ve   Effec3veness  of  DTC  Marke3ng  in  2009  According    to  US  DTC  Pharma  Marketers   45%  More   55%   Effec4ve   Less  Effec4ve   Source:  Cegedim  Dendrite,  2009  Direct-­‐to-­‐Consumers  Industry  Checkup  
  40. 40. And  the  hard  reality  is…   •  Only  28%  of  DTC  campaigns   generate  more  than  1000   pa3ents*   •  Only  18%  of  tradi3onal  TV   campaigns  generate  a  posi3ve   ROI.**   •  Marketers  are  being  asked  to   show  proof  that  their  marke3ng   is  working  (hard  ROI)   *Nielsen  DTC  study,  February  2008   **  Online  Adver4sing  Bureau  2009  
  41. 41. Leading  some  senior  execu3ve  to     ask  “is  there  real  value  in   marke3ng?”  
  42. 42. Which  in  turn  leads  to    
  43. 43. Which  maybe  a  shortsighted  thing  to   do…    
  44. 44. So  the  ques3on  is  not  “do  we  get  into   social  media”  but  “when    &  how  do   we  leverage  new  media  to  drive   business”  ?  
  45. 45. Because  the  op3on  of  not  doing   anything  is  not  an  op3on  at  all  
  46. 46. Time  to  ask    
  47. 47. Embrace  change  and  challenge  the   organiza3on  
  48. 48. Learn  to  manage     &  
  49. 49. Because  business  should  not  sit  s3ll  
  50. 50. Some  companies  have  already  taken   those  first  steps   Company:    J&J  (McNeil  Pediatrics)   Social  Media:  Facebook  ADHD  Page   Risk:  Low  (not  product  specific)   Membership:  13K  +   Interes3ng  Aspect:  Transparency  about   sponsorship  on  front  page.  
  51. 51. Gardasil  Facebook  Page   Company:    merck   Social  Media:  Facebook  “ Take  a  Step  Against   Cervical  Cancer”   Risk:  Low     Membership:  106,000+   Interes3ng  Aspect:  Interac4ve  tools  &  fair   balance  on  front  page.  
  52. 52. GSK  Corporate  BLOG  
  53. 53. GSK  on  Twiger  
  54. 54. Symbicort  on  YouTube  
  55. 55. Promise  to  Me  on  Twiger  
  56. 56. What  do  they  all  have  in  common?   •  Low  Risk   –  Limi4ng  Feedback   –  Clear  set  of  objec4ves   –  Clear  fair  balance   •  Bringing  people  together  to  share  informa3on   –  Marketer’s  today  have  to  act  as  brand  aggregators.   –  Be  transparent  upfront  with  sponsorship  informa4on   •  Integrated  with  brand  strategy   –  Part  of  the  overall  brand  strategy  integrated  with  other  online   assets.  
  57. 57. Guidelines  for  first  steps  into  social   media  for  health   1.  Ensure  that  fair  balance  informa3on  in  on  first  page  of  any   branded  social  media  page.   2.  Monitor  the  social  media  page  and  expect  the  unexpected.   3.  Have  clear  business  and  brand  objec3ves  and  a  way  to  measure   success.   4.  Have  a  clear  SOP  for  upda3ng  your  social  media  page  and  build   capabili4es  with  good  eMarke4ng  people  over  4me.   5.  Work  on  Internet  3me:  if  there  is  nega4ve  buzz  about  you  or  your   product  have  a  response  ready  before  it  becomes  too  big.   6.  Monitor  social  media  buzz  via  online  monitoring  services  to   iden4fy  opportuni4es  and  learn  what  pa4ents  are  thinking  and   saying.   7.  Social  media  is  a  great  opportunity  to  listen.  
  58. 58. Ques3ons  Legal  and  Regulatory   people  should  ask.   1.  Why  are  we  doing  this  and  what  is  the  business   objec3ve?   2.  Who  is  going  to  be  responsible  for  maintaining  this   site  ?   3.  How  onen  are  you  going  to  update  it  and  what  process   are  we  going  to  use  to  approve  content?   4.  Where  will  be  linking  this  site  to  and  from?   5.  Will  we  use  paid  search  for  this  site?   6.  Are  corporate  guidelines  going  to  be  followed  and   what  are  we  going  to  do  to  ensure  that  they  are   followed?   7.  How  are  you  going  to  measure  success  ?  
  59. 59. Above  all  doing  nothing  should  not   be  an  op3on  
  60. 60. Teach  each  other,      learn  to  develop  a  rela3onship     based  on  trust   •  Marketers:  teach  legal  and  regulatory  people  about  marke4ng  and   the  new  marke4ng  environment   •  Regulatory:  Meet  with  marke4ng  people  to  explain  how  you   determine  and  measure  risk   •  Legal:  Meet  with  marketers  (hide  your  wallet)  to  understand  their   needs  and  the  changing  marketplace.    Explain,  from  a  legal   standpoint,    how  you  measure  risk  
  61. 61. DTC  Marke3ng   One  of  my  Passions   •  Passion  is  the  enthusiasm  you  have  for  something.    It’s  the  thing   you  get  energized  just  thinking  about.    It’s  the  topic  you  never  get   4red  of  learning  about.    It’s  what  you  never  get  4red  of  talking   about.  It’s  where  your  crea8vity  soars.    It’s  being  in  that  zone   where  you  forget  4me,  space,  and  even  hunger  because  you  are  so   engaged  in  what  you  are  doing.   •  My  passion  is  connec3ng  people  with  health  informa3on,  ideas,   opportuni3es  and  resources  in  order  to  see  them  get  and  stay   healthy.     •  It’s  what  I’ve  been  doing  in  some  form  across  my  career:    as  a   teacher,  trainer,  online  marketer,  and  now  author.     •  I  love  finding  and  sharing  informa4on.  Where  someone  else  may  get   bored  or  frustrated  hun4ng  down  informa4on,  I  relish  the   opportunity  to  find  and  share  what  I  discover  because  in  the  end   every  success  equals  a  difference  in  a  pa8ent’s  life  for  the  be@er.  
  62. 62. About  me…   Internet-­‐focused  marke3ng  strategist  with  strong  market  trend  insights  and   repeated  success  in  transla3ng  market  data  into  powerful,  revenue-­‐genera3ng   strategies.  Experienced  in  using  social  media,  interac4ve  websites,  and  SEO/SEM   tac4cs  to  propel  effec4ve  consumer  marke4ng  campaigns,  leading  to   compe44ve  advantage  and  significant  ROI.  Talented  in  crea4ng  a  culture  of   teamwork,  common  mission,  and  consistent  top  performance.     •  Industry  Thought  Leader  —  Contribu4ng  Editor  to  PM360  Magazine  &   author  of     •  Published  Author  —  Writer  of  ar4cles  on  social  media  marke4ng  for  Med  Ad   News,  PM  360  and  industry  trade  websites.   •  Industry  Recogni3on  —  Leading  creator  of  Cialis  website  that  was  recognized   by  Business  Week  as  best-­‐in-­‐class;  also  won  Yahoo!  Purple  Chair  award  for   best  online  integrated  program,  social  media  proponent.