Originally presented during a Webinar provided by Thompson Interactive on 11/30/11. http://goo.gl/XL0H4 The social media guidance that the FDA has been promising has yet to arrive, but that should not stop you from getting involved with social media in your company. A quick overview of what is going on out there with some real life examples for learning.

1. +
Social Media Rules for
FDA-Regulated Industry
Mike Myers & Mike Smith
@mikermyers
@mikesmith55

2. +
It all works because of connectivity

3. +
“We don‟t have a choice on whether we do
social media, the question is how well we
do it”- Erik Qualmen

4. + Today‟s outline
 Be aware, not afraid
 Understand the mediums
 Monitor and get involved
 It‟s all about the brand experience
 It‟s not about you

5. +
Be aware, not afraid

6. + Be aware, not afraid
The #1 objection to
social media
among healthcare
companies
Adverse Event
Reporting!

7. + Be aware, not afraid
The Myth
If given the
opportunity, patients
will post “adverse
events” that need to
be reported to the
FDA

8. + Be aware, not afraid
The Reality
1 in 500 posts
actually contains all
the information
required for an
adverse event
report

9. +
Understand the mediums

10. + Understand the mediums

11. “Bad artists imitate,
good artists steal.”
- Pablo Picasso

12. +
Facebook

13. +
Facebook is the most popular social
media site
 Over 800 million users
 More than 50% of active users log on to Facebook in any given day
 On average, more than 250 million photos are uploaded per day
 More than 70 languages available on the site
 On average, people on Facebook install apps more than 20 million times
every day
 Average user is connected to 80 community pages, groups and events
 Compared with other social media sites, users tend to spend the most
time on Facebook and view the most pages there
Sources:
1. Facebook.com/press
2. Alexa.com
3. http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site

14. Compared with all of Facebook,
+
health/pharma pages have been less popular

15. + Early usage focused largely on disease
state sites and patient communities

16. + Facebook‟s ongoing
“adjustments”…
• Pages focused on companies
themselves and on disease or
patient-specific communities are
now open to comments
• Those focused on a specific
prescription products continue to
be closed
• Many companies have removed
sites and are waiting to see what
happens next

17. + Yet some companies continue to engage

18. + And are succeeding

19. +
Pharmawall is a good solution
(and reasonably priced-and not sold by us…)

20. + Rise of the ePatients and „patient advocates‟

21. + Sanofi-Aventis
Case study of what not to do…
 Shirley Ledlie, a cancer
survivor, comments on their site
about her permanent hair loss
post using Taxotere
 Patient returns to site and finds
her post(s) deleted
 Shirley goes “ballistic” in the
social media space
 Sanofi-Aventis pulls down the
ability to comment on their site
(eventually reopened)

22. +
YouTube

23. + YouTube has the highest number of page
views compared with other social media sites
 Quantcast estimates that 400
million unique viewers visit
each month
 YouTube is the second most
trafficked site globally
Most viewed video belongs to Justin Bieber ~650 Million views!
Sources:
1. Alexa.com.
2. http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site.
3. Reach Gen-Y with YouTube video marketing by David Schwartz, SOS marketing blog.

24. + YouTube video statistics
 48 hours of video are uploaded every minute, resulting in nearly 8 years of
content uploaded every day
 Over 3 billion videos are viewed a day
 More video is uploaded to YouTube in one month than the 3 major US networks
created in 60 years
 70% of YouTube traffic comes from outside the US
 YouTube is localized in 25 countries across 43 languages
 YouTube's demographic is broad: 18-54 years old
 800M unique users visit YouTube each month
 YouTube mobile gets over 400M views a day (up 3x year/year), representing
13% of daily views
Source:
1. http://www.youtube.com/t/press_statistics

25. + YouTube provides a different element to social
media than Facebook and Twitter
 Facebook and Twitter are used to stimulate conversation, push
information, and/or organize events
 YouTube doesn‟t stimulate conversation but serves as a
medium to push and share a large amount of content
Sources:
1. http://www.reelseo.com/relevant-video-advertising-monetization/

26. + The most popular
channel on YouTube,
VEVO, has over 50
Pharma YouTube billion views
accounts have
relatively few
subscribers and
channel views The channel with the
compared with most
subscribers, Ray
popular consumer William
channels Johnson, , has almost
5 million subscribers
• YouTube provides the easy presentation of fair balance
• YouTube is VERY popular with pharma

34. +
Twitter

35. + Twitter : broadcast of status updates
 Definition of the word “Twitter”:
 a short burst of inconsequential information; chirps from birds
 Twitter is a service that uses Short Messaging Service (SMS)
to tell small groups what you are doing. Twitter was the first
service/app to marry short code messaging, SMS, with a way
to create social groups
1:1 1 : MANY
VS
Source: http://en.wikipedia.org/wiki/Twitter

36. +
Compared with
all of Twitter,
pharmaceutical
pages are less
popular

37. + Pfizer_News identifies that employee is
tweeting on behalf of the company
Note: the @pfizer handle was grabbed by someone outside of the corporate level of the organization

38. + Johnson&Johnson established the best
practice of having a face represent the brand
rather than a corporate logo
And then he left…

39. + Novartis follows few Twitter accounts but has
acquired almost 20,000 followers

40. + AstraZeneca

41. + Patient advocates: Charlie Kimball, the only licensed
racecar driver with type 1 diabetes, tweets for Novo
Nordisk on both disease state and his personal
account

42. +
Monitor and get involved

43. + Monitor and get involved
 Be aware of what people are
saying about your brand
 Look outside pharma and
healthcare to see what is
possible

44. + Monitor and get involved
One tweet starts a firestorm

45. + Monitor and get involved
And one very public apology

46. + Monitor and get Involved
7,000 One
One One One
more product
blogger tweet weekend
tweets fiasco

47. +
Pfizer Facebook campaign
• Blog post complained it was offensive to women
• Pfizer had been deleting critical comments on its Facebook page
• Snowball effect ensued
• Ad removed – apology issued
• Lesson learned?

48. +
It‟s all about the brand
experience

49. + Brand experience

50. + Brand experience

51. + Brand experience

52. + Brand experience

53. +
It‟s not about you

54. + Phenylketonuria (PKU)
is a rare condition in
which a baby is born
without the ability to
properly break down an
amino acid called
phenylalanine.
It‟s not
about you
Babies with PKU are missing an enzyme called phenylalanine
hydroxylase, which is needed to break down an essential
amino acid called phenylalanine.
Without the enzyme, substances build up in the body. These
substances are harmful to the central nervous system and
cause brain damage.

55. +
Patient community
• Patients drive the content and messages
• Popular site
• True benefits

56. +
It‟s not
about you
People with pseudobulbar affect (PBA)
have sudden outbursts of involuntary
emotional displays that they cannot
control. They may start to cry or
laugh, even though there is nothing sad or
funny to trigger those emotions.

57. +
 Loosely monitored
 Patient community embedded into disease state site

58. +
Starting tomorrow

59. +
 Learn from others
 Get involved/understand
the mediums
 Find out where your customers
are and what they are saying
 Build internal guidance and
educate internally
 Start small
 But, start now…

60. +
The ROI of social media is your
business will still exist in 5 years…

64. “Bad artists imitate,
good artists steal.”
- Pablo Picasso

65. +
Thanks.
Presentation is available at:
www.slideshare.net/paliosaratoga
mmyers@palio.com
michael.smith@palio.com