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Social Media and Health Care: A Global Perspective
- 1. Social Media and Health Care: A Global Perspective: How to Leverage Social Media in a Regulated Industry January 27, 2010 3 p.m. EST
- 5. Why Digital Matters Data provided by The Pew Research Center for the People and the Press
- 6. Why Digital Matters Data provided by The Pew Research Center for the People and the Press
- 15. Competition Challenges The first step in any campaign is a digital audit. This will help you understand the role you and your competitors play in the digital arena. Today with a fixed number of potential clients your competition is only going to increase with time and two or three years down the road, you’ll wish you had as “easy” competition as you do now. Company A ($10.5 billion in ‘08 sales, 34,500 employees) Corporate X X HR Brand X X X X X Company B ($5.8 billion in ‘08 sales, 18,000 employees) Corporate X X X X HR X X X Brand X X X X X Company C ($1.6 billion in ‘08 sales, 9,700 employees) Corporate X X X X X HR X X Brand X X X X X Company D ($7 billion in ‘08 sales, 28,000 employees) Corporate X X X HR Brand
- 18. Use of Digital Media Webcasting Carer Websites Disease Awareness Other Applications…
- 19. Use of Social Media YouTube Campaigns Twitter
- 22. Questions?
- 23. Thank You
Editor's Notes
- It is important for the health care industry to begin 2010 with a clear vision for embracing social media. In 2009, health care regulators finally started to address the issue - from the FDA's public hearings to the creation of a digital marketing working group by the UK's Pharmaceutical Marketing Society. There is no denying that consumers are constantly turning to the Internet as a source for health information. As communications professionals, we need to understand the opportunities, challenges and threats of the emerging digital world.
- The second edition of the Guide includes updated PhRMA and EMEA codes, expanded country coverage and features a foreword by Louis Morris Ph.D., Former Acting Director, Division of Drug Marketing, Advertising and Communication at the FDA. The Guide provides an overview of basic healthcare promotional in an easy to follow frequently asked questions format.
- Consumption of media by media type. Digital isn’t the wave of the future – it’s the tool of now . In order to be a dominant market player in science and technology, companies need to be leaders in the medical industry's digital push and not playing catch-up with competitors.
- Young people represents 18-29
- Connect with 2/3 of your audience through their preferred method of communication Nike drops traditional marketing budget in favor of digital video, Pepsi switches 20m from Superbowl to digital.
- digital sphere (blogs, forums, message boards, Twitter, etc.). and (when appropriate) engage with them to promote your brand. Social media presents an opportunity for companies to represent themselves as real people and not massive fortresses immune to open dialogue.
- In this message, a caregiver whose mother was receiving chemotherapy reported that her mother experienced abdominal fluid retention, noted that this was not a listed side effect of the medication, and inquired in the online community whether this fluid retention might be a sign that the medication was working.
- If we multiply the total number of posts per day by the number of posts that contain adverse events that are both serious/life-threatening AND unexpected and have the other three criteria required for an adverse event = adverse events generated per day that need to be reported in 15 days to the FDA. This means that the entire pharma industry (assuming the FDA holds them responsible for every online discussion) would have to manage only 166 reportable adverse events per day. Divide this number among all of the pharma companies and that is a completely manageable amount of work under the industry’s already robust AE monitoring efforts. It’s important to remember that pharma companies are not required to monitor everything out there and you only have to report events that are reported to you (which would include posts or comments on Web sites you oversee/control) or events that you come across elsewhere online. Knowing all of this, as an industry, should we have to curtail social media usage because of only 166 reportable events a day? NO!
- This means that the entire pharma industry (assuming the FDA holds them responsible for every online discussion) would have to manage only 166 reportable adverse events per day. Divide this number among all of the pharma companies and that is a completely manageable amount of work under the industry’s already robust AE monitoring efforts. (which would include posts or comments on Web sites you oversee/control)
- FDA guidelines are coming, we just don’t know when. When the FDA releases guidelines, though, it is unlikely that they will be clear-cut. They will most likely be a broad set of rules which will be open for interpretation.
- Here is an overview of a recent company we were hired to work with – Company A – and a look at their direct competitors and where they have a digital presence.
- The opportunity exists now for pharma and medical companies who can successfully navigate the social media waters to emerge as a leader and innovator in communicating with patients in the digital space.