Larry Weber of W2 Group, Marc Reisler and Michael Manthei of Holland & Knight and Joe Shields of Pfizer discuss the ways marketers in the health care industry can successfully navigate regulatory issues and maximize their online presence.
This webinar discussed topics that are top-of-mind for health care marketers, such as:
1 - What is the FDA's position on using social media to market FDA-regulated products?
2 - What privacy issues should marketers be aware of when using social media?
3 - Who has liability for social media content?
4 - Should pharmaceutical and medical device companies have a social networking policy?
Case Study: Social Media - Getting Started in a Heavily Regulated Environment
Presented by: Gigi Peterkin, Associate Director of Interactive Media, AstraZeneca
From the national stage to living rooms on Main Street, healthcare is under a collective microscope – perhaps moreso now than at any other time in our history. With all eyes on the industry, is now the time to jump into social media or is it better to sit back and “ride it out”, waiting for the FDA to present a road map in the form of governance? Whatever your thoughts on timing, getting into the ‘social media game’ in a regulated industry presents a unique set of challenges and risks. From organizing internally to executing externally, I’ll share insights on how we got off the ground at AstraZeneca – and where we go from here.
www.bdionline.com
Peppers & Rogers Group has created a five-part agenda for establishing a social media practice that will allow payers, providers, pharma companies and others to do see real economic and relationship impact.
According to new survey data from Constant Contact®, Inc., the challenge of attracting new supporters is keeping 64% of nonprofits up at night. While the Constant Contact 2012 Nonprofit Pulse Survey revealed nonprofit concerns related to cash flow and staff levels, it also revealed that 58 percent find social media marketing an effective marketing tool that can be deployed to address these concerns.
Who is the social consumer and how did the 'social' behaviour affect organisations? How does the 'social shift' affect local government organisations?
This presentation was delivered by James Leavesley - CEO of CrowdControlHQ, to the LGComms meeting on the 8th of March 2012
Social Media Trends for the CPG Industry: GMA Survey ConclusionsRob Birgfeld
GMA's CPG Social Media Survey
• Respondent companies in general seem to still be grasping what, how, and who to get involved in social media
• Monitoring and Measuring social media is still a big question mark among CPG companies
• While the opportunity for ROI exists, most companies have yet to experience ROI
Case Study: Social Media - Getting Started in a Heavily Regulated Environment
Presented by: Gigi Peterkin, Associate Director of Interactive Media, AstraZeneca
From the national stage to living rooms on Main Street, healthcare is under a collective microscope – perhaps moreso now than at any other time in our history. With all eyes on the industry, is now the time to jump into social media or is it better to sit back and “ride it out”, waiting for the FDA to present a road map in the form of governance? Whatever your thoughts on timing, getting into the ‘social media game’ in a regulated industry presents a unique set of challenges and risks. From organizing internally to executing externally, I’ll share insights on how we got off the ground at AstraZeneca – and where we go from here.
www.bdionline.com
Peppers & Rogers Group has created a five-part agenda for establishing a social media practice that will allow payers, providers, pharma companies and others to do see real economic and relationship impact.
According to new survey data from Constant Contact®, Inc., the challenge of attracting new supporters is keeping 64% of nonprofits up at night. While the Constant Contact 2012 Nonprofit Pulse Survey revealed nonprofit concerns related to cash flow and staff levels, it also revealed that 58 percent find social media marketing an effective marketing tool that can be deployed to address these concerns.
Who is the social consumer and how did the 'social' behaviour affect organisations? How does the 'social shift' affect local government organisations?
This presentation was delivered by James Leavesley - CEO of CrowdControlHQ, to the LGComms meeting on the 8th of March 2012
Social Media Trends for the CPG Industry: GMA Survey ConclusionsRob Birgfeld
GMA's CPG Social Media Survey
• Respondent companies in general seem to still be grasping what, how, and who to get involved in social media
• Monitoring and Measuring social media is still a big question mark among CPG companies
• While the opportunity for ROI exists, most companies have yet to experience ROI
Social Media Influencers of 2010. A recently launched social media influencers report y Fresh Networks tests how effective nine of the leading social media monitoring tools are at identifying influencers.
Verizon Media - Identity decoded apac_master leave behindBeaudon McLaren
A Cookie Apocalypse, acronym-heavy government regulations and consumer sentiment are just some of the factors changing the way brands do business online in the very near future. We’ll deep dive on what these mean for digital identity - the ability for marketers to identify and target consumers. You’ll leave with actionable insights into how your business can get ahead in this new world of digital identity.
A presentation of survey results that Grant Thornton, LLP has done on Social Media plus a discussion on Social Analytics and improving Profitability using Social Media.
Nick Black, VP Concerto Marketing Group, discusses latest findings of research regarding what drives online teen behavior
AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance.
http://www.AIPMM.com
Subscribe: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification
Webinar Series: http://aipmm.com/aipmm_webinars/
Articles: http://www.aipmm.com/html/newsletter/article.php
Moderated by Cindy F. Solomon, CPM, CPMM
Founder, Global Product Management Talk @ProdMgmtTalk
http://www.prodmgmttalk.com
http://bit.ly/nbw9Yr
Social Media - What is it, why it matters, and a 3 step action plan for business
Presentation made to the KM round table at Melbourne Zoo, August 19th, 2009
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)WSI (Cyprus)
You keep hearing about social media and how it's spreading like wildfire. But as a business
person with a crazy schedule - saddled with the added stress of rocky economic times and a
shrinking marketing budget - you need to know: Is there any real business value to social media,
or is it mostly buzz? And if there's value, how on earth will I have time to learn it and use it
effectively?
Meaningful Communications Strategies in the Digital Age - Lars VoedischLars Voedisch
Social Media Today,
The Big Cultural Shift,
Role of New Media Engagements,
Overcoming Challenges,
Integrating Communications with Your Business Strategy
Organizations successfully leveraging social media are seeing benefits for sales, marketing, and customer service. Yet most organizations are struggling to define a business strategy that makes the most of these opportunities. This storyboard will help you:
* Identify achievable social media opportunities
* Evaluate the risks of social media versus the benefits
* Understand IT’s role in the deployment and maintenance of a social media project
Social media continues to grow at a breakneck pace, and businesses need to get on board or they will be left behind. This storyboard, complete with real-world case studies of social media at work, will help you build a foundation for the successful integration of social media into your CRM strategy.
Leveraging Social Media and Health IT for Patient EngagementKaren Corrigan
How are healthcare organizations using social media and health IT to reach and influence patients in the right time and the right place with the right information? This presentation was presented at the TCC/EVMS Health IT Conference in Virginia Beach in March 2012.
Social Media Influencers of 2010. A recently launched social media influencers report y Fresh Networks tests how effective nine of the leading social media monitoring tools are at identifying influencers.
Verizon Media - Identity decoded apac_master leave behindBeaudon McLaren
A Cookie Apocalypse, acronym-heavy government regulations and consumer sentiment are just some of the factors changing the way brands do business online in the very near future. We’ll deep dive on what these mean for digital identity - the ability for marketers to identify and target consumers. You’ll leave with actionable insights into how your business can get ahead in this new world of digital identity.
A presentation of survey results that Grant Thornton, LLP has done on Social Media plus a discussion on Social Analytics and improving Profitability using Social Media.
Nick Black, VP Concerto Marketing Group, discusses latest findings of research regarding what drives online teen behavior
AIPMM Membership benefits include the national Product Management Educational Conference, regional conferences, the Career Center, peer Forums, tools, templates, publications and eligibility to enroll in the Certification Programs. The Agile Certified Product Manager® (ACPM), Certified Product Manager® (CPM), Certified Product Marketing Manager® (CPMM), Certified Brand Manager® (CBM), and Certified Innovation Leader (CIL) programs allow individual members to demonstrate their level of expertise and provide corporate members an assurance that their product professionals are operating at peak performance.
http://www.AIPMM.com
Subscribe: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification
Webinar Series: http://aipmm.com/aipmm_webinars/
Articles: http://www.aipmm.com/html/newsletter/article.php
Moderated by Cindy F. Solomon, CPM, CPMM
Founder, Global Product Management Talk @ProdMgmtTalk
http://www.prodmgmttalk.com
http://bit.ly/nbw9Yr
Social Media - What is it, why it matters, and a 3 step action plan for business
Presentation made to the KM round table at Melbourne Zoo, August 19th, 2009
Gaining and Maintaining a Competitive Advantage with SOCIAL MEDIA (WSI - Cyprus)WSI (Cyprus)
You keep hearing about social media and how it's spreading like wildfire. But as a business
person with a crazy schedule - saddled with the added stress of rocky economic times and a
shrinking marketing budget - you need to know: Is there any real business value to social media,
or is it mostly buzz? And if there's value, how on earth will I have time to learn it and use it
effectively?
Meaningful Communications Strategies in the Digital Age - Lars VoedischLars Voedisch
Social Media Today,
The Big Cultural Shift,
Role of New Media Engagements,
Overcoming Challenges,
Integrating Communications with Your Business Strategy
Organizations successfully leveraging social media are seeing benefits for sales, marketing, and customer service. Yet most organizations are struggling to define a business strategy that makes the most of these opportunities. This storyboard will help you:
* Identify achievable social media opportunities
* Evaluate the risks of social media versus the benefits
* Understand IT’s role in the deployment and maintenance of a social media project
Social media continues to grow at a breakneck pace, and businesses need to get on board or they will be left behind. This storyboard, complete with real-world case studies of social media at work, will help you build a foundation for the successful integration of social media into your CRM strategy.
Leveraging Social Media and Health IT for Patient EngagementKaren Corrigan
How are healthcare organizations using social media and health IT to reach and influence patients in the right time and the right place with the right information? This presentation was presented at the TCC/EVMS Health IT Conference in Virginia Beach in March 2012.
Companies can leverage social media to drive business and compete effectively in the new era of health care. But what do you need to know before jumping in or expanding your efforts? What considerations do medical technology marketing professionals need to take into account when implementing a strategic social-media plan?
Part one of our five-part series outlines how medical technology professionals can use social media in a regulated environment. Even more importantly, it gives readers the supporting evidence needed to recommend specific social-media strategies to management and internal legal and regulatory teams.
Healthcare marketers understand the value of social media, but may not feel prepared to participate in such a tightly regulated space. How can you join the conversation while protecting your organization? With these five documents, you can safely enter the world of social media while reducing your liability and maintaining a consistent company message.
Visit us at www.GreyMatterMarketing.com
Interactive Marketing - Latin America Global Medical CongressEncore Media Metrics
Presented at the Latin American Global Medicine and Wellness Congress in San Jose, Costa Rica 2010.
For more on interactive and social media for health care, please visit http://spurhealth.com.
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Sandra Fathi
Presentation at PR News Boot Camp in Washington DC on November 29th, 2012. How brands big and small use social media to reach millions, listening and engagement, tools of the trade, best practices and case studies, dos and dont's.
5 ways innovative brands leverage social data insights (1)Cision
The social intelligence space is evolving rapidly. Will you stay ahead of your competitors and industry trends? Learn the intelligent approach communicators take to harness the power of social data to inform business strategy. Members of the Visible Technologies team show how to beat competitors with the latest social intelligence trends, reduce research spend, and move beyond standard social metrics.
Improving Performance with Social Business Solutions - Featuring: Premier Hea...Perficient, Inc.
Learn how to leverage IBM Social Business solutions to innovate and collaborate more productively, and how to anticipate market needs and deliver exceptional customer experiences. Hear how Premier is integrating business processes with social and analytical tools from IBM to create a competitive advantage and pioneer a better way of doing business.
DIA 2010 Presentation - Time To Make It WorkMichael Myers
Portion of panel presentation. Focus here is to get regulatory and other groups that are delaying and/or preventing the use of social media in pharma to start to change their "tune."
Similar to Navigating Regulatory Issues of Social Media in Healthcare (20)
Brand Storytelling through Influencer Content: Webinar with Ford & Glidden PaintRacepoint Global
On Nov. 1, 2013, Racepoint Group and the Social Media Advertising Consortium (SMAC) hosted a webinar discussing the use of influencers in marketing efforts and telling a brand story. Speakers included Scott Monty of Ford, Renee Entinghe of Glidden Paint and Racepoint SVP Kevin Green (moderator).
While Twitter, Facebook and YouTube are the current rage, most marketers are struggling with how to measure social media effectiveness and maximize ROI. Solving this challenge is the key to long-term success for not just social media – but for all of marketing.
Larry Weber of W2 Group and Alexander Mouldovan of Crowd Factory discuss how marketers can answer the measurement challenge.
Social media is a critical component in the B2B technology buying process. Buyers are increasingly turning to user-generated content and online recommendations to help make purchasing decisions. B2B technology marketers must leverage the power of social media to better meet the needs of potential buyers and build lasting business relationships.
In this webinar, Larry Weber of W2 Group, Dave Munn of the IT Services Marketing Association (ITSMA) and Pauline Ores of IBM discussed how B2B technology companies can effectively integrate social media into their marketing plans.
Social media activation is a creative approach to how we bring experiences to our target audiences and bring our target audiences into our experiences. In today's digital age, marketers must move beyond the traditional approach and create a valuable, customized social media experience that will engage a brand's key constituents and build lasting relationships.
Larry Weber of W2 Group, Dennis Haugan of T-Mobile and Brian Babineau of Digital Influence Group discuss how effective social media activation can help marketers:
1 - Build a rich brand experience for target audiences
2 - Develop a fluid model for content distribution and sharing
3 - Create new opportunities for engagement through partnerships
4 - Sustain and enhance engagement over time
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
2. Today’s Speakers
Larry Weber Joe Shields
Chairman Product Director, Consumer Marketing
Digital Influence Group and & Strategy Integration
Racepoint Group Pfizer
Michael Manthei Marc Reisler
Partner Partner
Holland & Knight Holland & Knight
2
2
3. Agenda
• Larry
• Joe
• Michael and Marc
• Q&A – type in your questions for the panel
#SMHC
3
3
4. About Us
Full service digital agency that is social media at its core
A global public relations agency that helps clients harness the power of both
traditional and social media to build and protect reputation and drive business
A global law firm with one of the largest Health Law & Life Sciences Practices
in the U.S.
4
4
5. Introducing Larry Weber
Chairman
Digital Influence Group and
Racepoint Group
@thelarryweber
5
5
6. 61% of U.S. Adults Look Online for Health Information
Sources of information American adults turn to for information or assistance in
dealing with health or medical issues:
Ask a health professional, such as a doctor
86%
Ask a friend or family member
68%
Use the Internet
57%
Use books or other printed reference material
54%
Contact their insurance provider
Source: Pew Internet & American
33% Life Project 2009
6
6
7. Impact of Online Health Information
Affected a decision about how to treat an illness or condition
60%
Changed their overall approach to maintaining their health
or the health of someone they help take care of
56%
Led them to ask a doctor new questions, or to
get a second opinion from another doctor
53%
Source: Pew Internet & American
Life Project 2009
7
7
8. The Problem
Current regulations Manufacturers Public is deprived
treat web same as reticent to engage access to valuable
offline media online information online
8
8
10. The Solution
• FDA should adopt policies that encourage manufacturers to provide
consumers with complete information.
– Don’t over-regulate the communications revolution of our time.
• Transparency is the key to freeing up information flow.
– Differentiate between paid and unpaid links
– Make source of information clear
10
10
11. Introducing Joe Shields
Overcoming
Pharma’s Social
Awkwardness
Joe Shields
Product Director, Consumer
Marketing & Strategy Integration
Pfizer
11
11
13. Why Pharma Is Socially Awkward
• With social media, pharma is
confused about:
– Its purpose
– How the current regulations
apply
– Risks, rewards &
measurement
– How to review & approve
tactics
– The technologies
– Who internally is responsible
for managing it
13
13
14. For Pharma, Why Be Social?
• Compliance
• Corporate comms
• Investor relations
• Media relations
• Issues management
• Product promotion
• Market research
• Customer service
• Customer demand
• Competitors
• Etc.
14
14
16. Accountability Continuum
• QUESTIONS: How long do you invest in a new idea
before requiring at least some accountability? Where do
Social Media initiatives fit on this continuum?
No idea Proven,
repeatable
ROI
Uncertain risks Uncertain rewards
16
16
17. Static Review & Approval Process
• The role of the Company is to
support Marketing, not the other way
around
• Yet in most cases, Marketing bends
to the MRL review & approval
process in pharma. This process
tends to be:
– Paper based
– Linear
– Slow
– Consensus & committee-based
– Risk-averse
17
17
18. Technology Moves Faster than Guidance
• Explosion of new technologies rapidly creating buzz &
increasing scale
• Collision of mobile + search + social + immediacy
• Difficult for advertisers to know where to place their bets
• Some technologies challenge basics of regulated
communication, i.e., open text, mashups, character limits
18
18
19. Organizational Support Varies for Social
• Doesn’t neatly fit in Marketing, Public Affairs, Investor
Relations, Media Relations, IT, Innovation, Corporate
Communications, Privacy Office or eMarketing
• Who plans, manages, staffs & pays for it?
19
19
21. Engagement Is not Optional Anymore
Pharma has a
• RIGHT to engage
• NEED to engage
• RESPONSIBILITY to engage
21
21
22. Navigating the Next Few Months
• Understand if & how Social
can help your business
• Figure out who in your
company is in the best
position to monitor &
manage it
• If it makes sense, pilot a few
tactics
• Be prepared to respond to
additional guidance from
FDA & internal review teams
in 2010
22
22
23. Introducing Michael Manthei and Marc Reisler
Michael Manthei Marc Reisler
Partner Partner
Holland & Knight Holland & Knight
23
23
24. Why the Law Makes Pharma Socially Awkward
Communication Decency Act
No provider or user of an interactive computer service shall
be treated as the publisher or speaker of any information
provided by another information content provider AND right
to filter offensive content.
FDA Labeling and Advertising Rules
Create, influence or control communication
about a product
24
24
25. Control Continuum
No Control Full Control
• User generated • Company Generated
• Real time • Internal review
• No internal review • Form 2253
• Third party sites • Full review and edit
of user content
25
25
26. The Awkward Question
Is mere ownership of social media site enough to trigger FDA authority?
• Entirely user generated, real time content
• Corrections
• Use of links
• Adverse Events
• What if you filter
• What if you join the conversation
26
26
27. Avoiding the Awkward Question
• Ignore Social Media
• Grants to third party sites
• Keep it internal
• Participate, but don’t mention
products
27
27
28. Nov. 2009 Social Marketing Hearings
Purpose: “Gather testimony and written comments intended to
help guide the FDA in making policy decision on the promotion of
regulated products using the Internet and social media tools.”
Topics:
1. Responsibility for online communications
2. How to fulfill regulatory requirements
• Space limitations
• Real-time communications?
3. Posting of corrective information on third party websites
4. Rules for use of links
5. Adverse event reporting
28
28
29. Results: Long on Comments…
Short on Solutions
• Everyone LOVES the Internet – FDA: Yeah, we know that!
• Confirmed that companies are avoiding social media – Lilly Testimony
• Companies should never be responsible for 3d party content – No control
• Create a universal, FDA approved “Safety Symbol”
• Require hashtag in Tweets
• Roll-over and pop-up safety information
• Post NOV sponsored links are less relevant and less transparent!
– Opposite of what FDA wanted!
– Click through rates have dropped significantly
• Google proposed standard sponsored ad format
– Short “warning” is fixed – can’t be modified
– “More info” link will direct to risk information
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32. Guides Concerning the Use of Endorsements and
Testimonials
Concerns
• Providing payment or other consideration for favorable posts
– Free products are consideration
• Key is disclosure of connections
– Must disclose connections between advertisers and their endorsers that
might materially affect the weight or credibility of the endorsement.
• Creating clear policies are also key:
– Policies should address disclosure
• Requiring reviewers receiving cash or other compensation to
disclose
• If receiving free products, that should also be disclosed
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33. Guides Concerning the Use of Endorsements and
Testimonials
FTC Example:
• Company participates in a blog advertising service.
• Company requests that a blogger try a new lotion and write a review
of the product on her blog.
• No specific claims about eczema, but blogger writes that the lotion
cures eczema and recommends to her blog readers with eczema.
• Company is subject to liability for false or unsubstantiated
statements.
• The blogger also is subject to liability.
• The blogger also liable if she fails to disclose clearly and
conspicuously that she is being paid.
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34. Discussion and Q&A
Larry Weber Joe Shields
Chairman Product Director, Consumer Marketing
Digital Influence Group and & Strategy Integration
Racepoint Group Pfizer
Michael Manthei
Marc Reisler
Partner
Partner
Holland & Knight Holland & Knight
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35. Additional Resources
• To get a copy of our white paper on “Navigating Regulatory
Issues of Social Media in Healthcare”
• Email: webinar@w2groupinc.com
• Webinar recording
• www.racepointgroup.com/digital/resources.cfm
• www.digitalinfluencegroup.com
• To continue the conversation, go to:
• http://healthcareandthesocialweb.ning.com/
• Other questions, contact:
• Jackie Lustig at jlustig@w2groupinc.com
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