1. Social media is changing how health information is shared, as people can now discuss topics on platforms like Twitter. 2. The FDA has not provided clear guidance for pharmaceutical companies on social media use, but holds meetings to get public input on developing guidelines. 3. Some key challenges for healthcare companies engaging on social media include adverse event reporting and maintaining fair balance in discussions.

1. Strategies
Health Practice
n e w s l e t t e r
Published by Makovsky + Company Volume 24/Number 2
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the power of specialized thinking
Communicating in the Age of Twitter
Welcome to the World of 140-Character Conversations
A man walks into a room and comments ny communication departments aside. Patients in need will soon cease to tolerate
on a secret that was just shared among an industry pretending social media
the group in the room. One woman says, FDA held a hearing on social media use in doesn’t exist. So how do we reconcile
“How do you know that? No one’s left this the pharmaceutical and biotech worlds in patient desires and lack of FDA parameters?
room.” The response: “It’s all over Twitter.” November 2009, and accepted public com- FDASM.com and the Twitter hash tag (a
ment on social media use through Febru- tool enabling easy searching by topic on
Social networking is changing the way and ary 28, 2010. Timing on guidance could be Twitter) #FDASM document industry’s
frequency in which people share and hunt in late 2010. In the meantime, FDA is not desire to receive clear guidance. Further,
for information, especially health and in- under any legal obligation to issue a rule in the growing number of pharmaceutical
vestor news. The Food and Drug Adminis- a specific time period. Much of the public and biotechnology company or brand
tration (FDA) has not offered a social media forum meeting focused on where FDA has blogs, Twitter accounts and Facebook
roadmap for pharmaceutical and biotech- already taken the most action online— fan pages show willingness to engage in
nology companies; however it uses sites advertising. The Agency determined it will patient conversations.
like Twitter (@FDA_Drug_Info or @FDAre- act if online advertising does not demon-
calls are two active accounts) to commu- strate clear fair balance. All the same, one- Along with fair balance, another major
nicate actively with the general public and dimensional advertising is peripheral to challenge to healthcare social media entry
media. Even breaking news reporters from the conversational power of social media is adverse event (AE) reporting. However, it
CNBC and forbes.com comment that FDA and unable to facilitate immediate dia- may be only a small hurdle. Looking at 500
is first to the keyboard on breaking prod- logue on disease and treatment options Yahoo Health boards, Nielsen found only
uct approval news, often pushing compa- like interconnective social media. one post contained enough information

2. to qualify as an AE needing reporting. That is 0.2 percent. The 2. Expect sports-fan behavior
study showed one or two needed criteria was typically available Sports fans are passionate about their teams, but emotions ex-
but not all four required for a reportable adverse event. pressed are not always positive. You (and your medical, regula-
tory and legal colleagues) will need to accept that even pa-
New tools enable return to authentic conversations tients who love your product will complain about you—just as
Unless you are speaking to bloggers or reporters through social sports fans love their team but complain about management,
media, there is generally no filter. Many biopharma companies coaching or individual players. That’s okay. Social media allows
are now taking the plunge and tweeting news and thoughts— real-time dialogue, not a lecture. Sometimes stand aside and
Johnson & Johnson, sanofi-aventis and Boehringer Ingelheim are let it pass.
among the early social media front runners.
3. Know when to step in and out
For patients with “joiner” conditions (i.e., patients with diseases Listen to the advice of the community. When they want to be
that seek others dealing with the same disease state such a breast just patients, let them be. When they want the community sup-
cancer or rare disorders like Scleroderma), social media paves a port, join in. By developing a conversation through social me-
way for patients to engage each other, swap stories and ask for dia, you are building relationships. Patients will let you know
trusted peer advice. Today, it’s not just providing treatment, but when they want your advice and help.
an avenue for dialogue and perhaps even linking patients to a
new community. 4. Disclose your identity
Never pretend, or allow your vendors or partners to pretend
For “rebellious” conditions (i.e., patients with diseases requiring that they are anyone other than themselves. In the age of citi-
lifestyle changes to avoid developing the disease such as COPD), zen journalism, everyone is doing their due diligence to gather
social media is more than a compliance tool. These patients may background, and those that aren’t transparent will pay dearly
not be interested initially in complying with physician direction, for their perceived dishonesty.
medication use or joining a community. They may be looking for
information on making treatment more convenient and under- 5. Provide value
standing their disease state. Pharmaceutical and biotechnology You have valuable assets such as study data and information
companies can provide information and answer questions—or at on drug management and side effects, sought and valued by
the very least, redirect this audience to sources that “speak their patients. Share the information and answer questions that
language.” If a patient wants to engage in a dialogue, social media mainstream media will not delve into. Don’t eavesdrop and try
sets the stage. to gather market data; give patients and HCPs reasons to en-
gage in discussion. Your insights, if disclosed in the right way
Top Social Media Tips For PR Professionals to the right people, can be a calling card separating you from
1. Start early others in your industry.
Begin by conducting social media audits on the category and
on the brand, if the product is on the market or trial data has Brand and corporate communication in the Twitter Age is pos-
been presented. Finding out customer preconceptions enables sible! Now there’s an open line to patients whose lives you seek to
companies to address needs and develop messaging to meet improve and shareholders curious about their investment. This is
patients’ and healthcare providers’ (HCPs) informational desires. a giant leap forward in public relations benefiting patients, HCPs,
It also enables executives to identify key influencers in the en- science and industry. Masters of stakeholder response can see
vironment who seek to engage and reengage. If your product the fruits of their efforts real-time, and the conversations are hap-
has not been launched, begin joining communities now—in pening with or without your voice. In the world of healthcare
many patient communities, they’re already discussing your conversations, it’s the death of one-way dialogue and the birth of
product (and possibly its price or potential side effects). true dialogue.
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