This document summarizes insights from an analysis of social media usage in the pharmaceutical industry. It was found that corporate channels are more advanced than branded or condition-specific channels. Guidelines around direct-to-consumer advertising of off-label uses are clear, but all information provided to consumers must comply with regulations. While user-generated content on social media is allowed, companies cannot directly post promotional content that violates FDA rules. The document provides examples of best practices and opportunities for growth.

1. SOCIAL MEDIA LANDSCAPE:
BEST IN CLASS Q1 - 2013

2. AGENDA

3. SOCIAL MEDIA LANDSCAPE / AGENDA
INTRODUCTION
CAVEATS
METHODOLOGY
INSIGHTS
NEXT STEPS

4. INTRODUCTION

5. SOCIAL MEDIA LANDSCAPE / INTRODUCTION
GENESIS OF THE PROJECT:
Clear need for an industry-wide
conversation
Time is right as there are now many
mature examples

6. SOCIAL MEDIA LANDSCAPE / INTRODUCTION
OUTPUT OF THE PROJECT:
DHC database
This talk
Full report

7. SOCIAL MEDIA LANDSCAPE / INTRODUCTION
Kudos to Dose of Digital for kick
starting their wiki
DHC and Klick Health created a new
index
DHC the independence and
authority to push this project
forward and to keep it alive with
quarterly updates

8. SOCIAL MEDIA LANDSCAPE / INTRODUCTION
WHY US?
MANY years experience in
digital healthcare marketing
As a team, we bring a powerful
mix of domain expertise and 3rd
party independence

9. CAVEATS

10. SOCIAL MEDIA LANDSCAPE / CAVEATS
This is not the end.
It is the beginning.

11. SOCIAL MEDIA LANDSCAPE / CAVEATS
INTENTION IS TO START A CONVERSATION ABOUT
Where we are as industry
What we can learn
What we can do

12. SOCIAL MEDIA LANDSCAPE / CAVEATS
We’re inferring the
goals of the sites based
on our expertise.

13. SOCIAL MEDIA LANDSCAPE / CAVEATS
This is not endorsed by the FDA,
but represents a collection of
endeavors that have been around
for a while and have not generated
warning or untitled letters. Draw your
own conclusions and proceed
according to your own comfort levels.

14. METHODOLOGY

15. SOCIAL MEDIA LANDSCAPE / METHODOLOGY
DHC indexed 3500
social properties in
Pharma, Biotech, &
Medical device verticals

16. SOCIAL MEDIA LANDSCAPE / METHODOLOGY
DHC AND KLICK NARROWED IT DOWN TO 21
FILTERED OUT 3RD PARTY AND "SPAMMY" PROPERTIES
4 TIERS OF PROPERTY
! Corporate page
! Affiliate page (HCP or group associated with the Corporation)
! Automatically generated "Community" pages
! Pure spam

17. ANALYSIS

18. SOCIAL MEDIA LANDSCAPE / ANALYSIS
RATINGS FOR EACH ATTRIBUTE
Popularity Editorial
Comments /
Engagement
Interaction
Apps (Facebook only)
Integration
Regulatory Ratings (")

19. SOCIAL MEDIA LANDSCAPE / ANALYSIS
RESULTS COMPARED TO TYPICAL DRIVER FOR EACH AUDIENCE
CATEGORY NOTES RATING
Popularity We tried to get a feel for engagement and influence of the property using raw """
numbers and, where possible, 3rd party tools.
Editorial This is a judgment call based on the materials found on the channels. Do they """
look like they will appeal to the audience? Is the frequency right?
Comments Are social users responding to the content? Comments, likes, retweets, """
mentions, etc. This is an indication of the quality of fan engagement.
Engagement Is the channel responding to other users? We look for appropriate reactions to """
mentions and requests for discussion. Contrast with “broadcast” use of the
channels.
Apps On the Facebook channel we look at the Apps and make a call about how """
useful they are to Facebook fans.
Integration We look at other digital properties for the brand / corporate / condition channel """
such as websites and other social channels and see if they cross-pollenate.
Regulatory Using industry norms and best practices, largely unwritten, we look to the """
channel use and make a judgment call on whether it’s likely to attract the
attention of the FDA.

20. REPORT
STRUCTURE

21. SOCIAL MEDIA LANDSCAPE / REPORT STRUCTURE
FACEBOOK
BRANDED AND CORPORATE
TWITTER
BRANDED AND CORPORATE
YOUTUBE
BRANDED AND CORPORATE

22. REPORT
HIGHLIGHTS

23. FACEBOOK
BRANDED

24. BRANDED / FACEBOOK / GENERESS OVER%ALL%RATING:%% """
A page devoted to the Generess
charitable program: I Am Generess
as well as branded product
information.

25. BRANDED / FACEBOOK / GENERESS OVER%ALL%RATING:%% """
WHAT WE CAN LEARN FROM THIS CHANNEL:

26. FACEBOOK
CORPORATE

27. CORPORATE / FACEBOOK / GLAXOSMITHKLINE OVER%ALL%RATING:%% """
The GSK corporate page on
Facebook has the highest fan base
of the pages reviewed.

28. CORPORATE / FACEBOOK / GLAXOSMITHKLINE OVER%ALL%RATING:%% """
WHAT WE CAN LEARN FROM THIS PAGE:

29. TWITTER
BRANDED

30. BRANDED / TWITTER / RACE WITH INSULIN OVER%ALL%RATING:%% """
The granddaddy of branded
pharmaceutical social media. The
brand is far in the background, the
tweets are all IndyCar with the
occasional shout out to the sponsors
and in many images showing logos.

31. BRANDED / TWITTER / RACE WITH INSULIN OVER%ALL%RATING:%% """
WHAT WE CAN LEARN FROM THIS ACCOUNT:

32. TWITTER
CORPORATE

33. CORPORATE / TWITTER / GLAXOSMITHKLINE OVER%ALL%RATING:%% """
A global corporate account that sets
the standard in pharma for interaction
with other social media participants.

34. CORPORATE / TWITTER / GLAXOSMITHKLINE OVER%ALL%RATING:%% """
WHAT WE CAN LEARN FROM THIS ACCOUNT:

35. YOUTUBE
BRANDED

36. BRANDED / YOUTUBE / PSORIASIS MATTERS OVER%ALL%RATING:%% """
A nice example of an extensively
customized YouTube channel that
incorporates brand patient
testimonials in a highly visual and
interactive way.
Custom Channel

37. BRANDED / YOUTUBE / PSORIASIS MATTERS OVER%ALL%RATING:%% """
An example of a YouTube watch
page that has media used to present
ISI and related videos limited to the
channel.
Watch Page

38. BRANDED / YOUTUBE / PSORIASIS MATTERS OVER%ALL%RATING:%% """
WHAT WE CAN LEARN FROM THIS CHANNEL:

39. YOUTUBE
CORPORATE

40. CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER%ALL%RATING:%% """
A good example of an enhanced
channel with enough content to make
some inferences about what topics
resonate with the YouTube audience.
Enhanced Channel

41. CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER%ALL%RATING:%% """
WATCH PAGE AFTER CORPORATE CAMPAIGN

42. CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER%ALL%RATING:%% """
Video Analysis
100,000+
30,000 - 100,000
UNDER 30,000

43. CORPORATE / YOUTUBE / JOHNSON & JOHNSON OVER%ALL%RATING:%% """
WHAT WE CAN LEARN FROM THIS CHANNEL:

44. SUMMARY
OF INSIGHTS

45. SOCIAL MEDIA LANDSCAPE / SUMMARY OF INSIGHTS
CROSS CHANNEL REGULATORY
WHAT WE KNOW SO FAR:
! Corporate channels are much more advanced than branded
or condition channels
! DTC rules about ISI are clear
! Think about all of the consumer approach vectors to your
information. Make sure you're compliant on all vectors
! e.g., Google search results, social sharing meta data
! FDA understands that user generated content is the user’s.
Allowing sharing is completely ok, as long as you don't
populate the shared content with material that
violates the rules

46. INSIGHTS –
BRANDED

47. SOCIAL MEDIA LANDSCAPE / INSIGHTS – BRANDED
CURRENT STATE OF THE NATION IS:
Comments are turned off, and social is used as broadcast
NEXT HORIZON:
! Finding a way to interact in a branded context
! For example: I Am Generess

48. INSIGHTS –
CORPORATE

49. SOCIAL MEDIA LANDSCAPE / INSIGHTS – CORPORATE
! Offline brand = online followers. The bigger you are
offline, the bigger you are online.
! Understand the role of your social property. Track
metrics that matter. (Total fans vs. regional share)
! You can request that spam sites are taken down. You own
your brand, and the social channels will support you

50. WHAT’S NEXT

51. SOCIAL MEDIA LANDSCAPE / WHAT’S NEXT
Get the full report:
http://digitalhealthcoalition.org/
http://klick.com/
If you're interested in this type of content, check out the FUTURE15
App in the iTunes App Store.

52. SOCIAL MEDIA LANDSCAPE / WHAT’S NEXT
As an industry we're always learning. As the FDA letter about site
search from January 29th shows, we need to learn from each other.
If you know of a site that should be here, we need to know about it.
HERE'S HOW:
http://digitalhealthcoalition.org/publications/social-media-landscape/
@digitalhealthco
@klickhealth
If you're interested in this type of content, check out the FUTURE15
App in the iTunes App Store.