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PharmaMarke*ngMeetsSocialMedia:CantheTwoCo‐Habitate?
John MackPublisher, Pharma marketing News &Pharma Marketing Blog@pharmaguy on [email protected]
Presented at
PharmaMarketing SummitMay 10-12, 2010 • Doral Golf Resort & Spa • Miami, FL
http://www.pharmamarketingsummit.com/mam
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Agenda
Pharma’scurrentuseofsocialmedia
Whoaretheleaders?
Whatarethelimita*ons?
Controllingthemessage
Integra*onwithothertac*csforROI
Overcomingbarriers
Regulatorybarriers
Culturalbarriers
Knowledgebarriers
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Pharma’sUseofSocialMedia*
PharmaandHealthcareSocialMediaWiki
55TwiMerAccounts(excludingpersonalpharmappl)
45FacebookSites
35YouTubeSites
31Brand‐SponsoredPa*entCommuni*es
19Blogs
Maintained by Dose of Digital Blog whose readers submit entries forinclusion in the list.
*Not all are specifically sites owned and operated by FDA-regulated companies.
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DosieAwards*Finalists
TwiMerAccountsAFStat(sanofi‐aven*s)
JNJComm(J&J’sMarcMonseau)
RacewithInsulin(NovoNordisk)
Roche
Xpresskindness(Allergan)
Most pharma Twitter accounts are focused on company news.Recently, however, non-branded campaigns focused on disease-awareness or cause marketing have been launched.
* 2010 Dose of Digital Dosie Awards for pharma and healthcare social media
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NovoNordisk'sRaceWithInsulinCampaign:It'sNotJustAboutTwiMer
Good example ofleveraging socialmedia to enhancethe appeal of andaccessibility to abranded spokes-person.
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We’reS*llFriends
I called this tweet“Sleazy Twitter Spam”
Challenge: How to fitbenefits and fair balance in
140 characters or less?
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DosieAwardsFinalists
BestBrand‐SponsoredPa*entCommuni*esAccu‐CheckDiabetesLink(Roche)
ChildrenwithDiabetes(J&JLifescan)
DiabetesHandprint(J&JLifescan)
Crohn’sandMe(UCB)
VoicesofDiabetes(NovoNordisk)
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Control overcontent: “RealStories” on somesites may beauthentic, but notuser-generatedcontent, which isthe hallmark ofsocial media.
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DosieAwardsFinalists
PharmaYouTubeChannelsGoinsulin(sanofi‐aven*s)
Johnson&JohnsonHealthChannel
PfizerEurope
PfizerUK(theratvideo!)
Most pharma YouTube channels are disease information sites. Somehave patient story videos that have been professionally produced, notuser-generated. Most channels have comments turned off.
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DosieAwardsFinalists
PharmaBlogsMoreThanMedicine(GSK)
JNJBTW(J&J)
ThinkScienceNow(Pfizer)
AZHealthConnec*ons
There are very few pharma blogs. A couple of disease or product-related blogs have gone defunct after the person responsible has leftthe company (eg, Centocor 411, alli blog). Those that are left mainlyfocus on corporate news and views. You won’t find any AEs here.
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DosieAwardsFinalists
FacebookPagesChangingPossibili*esinHemophilia(novonordisk)
TheCoali*ontoPreventDeepVeinThrombosis
(sanofi‐aven*s)
Gardasil(Merck)
Johnson&Johnson
VOICES(sanofi‐aven*s)
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This is what happens when youdon’t implement a policy for handlinguser-generated content.
S‐A’sVOICES:FirstCaseof“AE”Mishandling
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AnIntegratedSocialMedia/DTCCampaign
Celebrityspokespeople
Events
TVcommercials
Website
Facebookpage
TwiMeraccount
YouTubechannel
Will it increase ROI?
Can this kind of integration beused for branded campaigns?
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FDAPublicHearing/Docket
14NOVLeMersRegardingPaidSearchEngineAdsIssued
March,2009LeadstoCallforPublicHearing/Guidance
Part15HearingheldNov13‐13,2009:“Promo*onofFood
andDrugAdministra*on‐RegulatedMedicalProductsUsing
theInternetandSocialMediaTools”
DocketNo.FDA‐2009‐N‐0441openforcommentsthrough
February28,2010
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Issues
Accountability
FulfillingRegulatoryRequirements
Pos*ngCorrec*veInforma*on
Links
AdverseEventRepor*ng
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DrapGuidancebyEndof2010?
Hoping for HelpfulGuidelines, but KeepingExpectations Low
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PharmaMarke*ngNewsSurveyOverview
Onlinefrom9/20/2009through2/25/2010
IncludedAll19ques*onsfromFDA
Talliedvotesonspecificanswers/solu*ons
Pluscomments
SubmiMedResultstoDocket
274Respondents
731comments
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Accountability
For what online communications are manufacturers, packers, or distributors accountable? Inparticular, when should third-party discussions be treated as being performed by, or on behalf of,the companies that market the product, as opposed to being performed independent of theinfluence of the companies marketing the products?
When marketer or agent sponsorsthe discussion (eg, provides aspecific grant to independent 3rd-party host such as a patientadvocacy group to sponsor thediscussion)When marketer or agent paid forthe content (eg, paid patients fortestimonials or otherwise providedcompensation)
When marketer or agent paid fordisplay ads to be run on specificdiscussion pages (eg, onlydiscussions related to the productadvertised)
3rd-Party Independence
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ParametersforCorrec*ngMisinforma*on
Are there any parameters or criteria that could be used to determine the appropriateness ofcorrecting misinformation and/or scope of information a company can provide when trying tocorrect misinformation on a Web site outside a company's control?
ONLY misinformation of real andimminent danger to the publichealth (to be determined bycompany) should be correctedALL off-label claims—even ifsupported by peer-reviewedmedical literature—should becorrected)Only off-label claims NOTsubstantiated by peer-reviewedmedical literature should becorrectedCompanies should not beburdened by FDA regulationsrequiring them to makecorrections about ANY productmisinformation published on third-party sites
Posting Corrective Information
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Accountability:BestPrac*ces
DISCLOSUREofinvolvementwithorinfluenceover3rd‐partysocialmediacontentshouldbeprominentlydisplayedalongsiderelevantcontentwhenpossible.
Halfofsurveyrespondentsagree
EachcompanyshouldhaveaPublicSocialMediaPolicy(SMP)thatincludesano*ceofitstransparency/disclosureandotherpoliciesrela*ngtosocialmedia.[JustlikeeverypharmacompanyhasapublicprivacypolicythatappliestoallitsproductWebsites,eachpharmacompanyshouldhaveapublicSMPthatappliestoallitssocialmediaac*vi*es,whetherownedorsponsoredbythecompany.]
Abouttwo‐thirdsofsurveyrespondentsagree
Companiesshouldmonitorsocialmediasitesforunauthorizeduseormodifica*onofitsapprovedcontentandmakeabestefforttoremoveorcorrectthecontent.ButtheyshouldonlybeREQUIREDtodosoonlyforsitesownedordirectlysponsoredbythem.
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SocialMediaAdverseEventRepor*ng
What challenges are presented in handling adverse event information from these sources?
The amount of information fromthese sources is potentially toovast to be processed economically(lack of resources)
Finding adverse event informationfrom these sources is like finding aneedle in a haystack (toodaunting)
The information is usuallyincomplete and does not meet therequirements for submitting ameaningful AER (not actionable)
There are many potential issuesthat won't fully be known until thepractice of monitoring social mediafor AEs is more prevalent(unknown issues).
Challenges
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AERepor*ngWidget“One‐Click”AccesstoFDAand/orPharmacoAERepor=ngSystem
Pharmaceu*calcompaniescouldpostFDAapprovedwidgetsontheirdrug.comWebandsocialnetworkingsites.
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SocialMediaReadinessAssessmentTool
Part1:RegulatoryEnvironment(45points)
− Corporateclimatewithregardtoregula*on
− Understandingofregulatoryrisks
− Abilitytoaddressrisks
Part2:CorporateCulture(30points)
– Toleranceforrisk
– Reac*ontonega*vecommentary
– Par*cipa*nginsocialmediasitecri*calofindustry
Part3:PersonalKnowledge&Awareness(25points)
– Knowledgeofvarioussocialmediaapps
– Awarenessofimpactofsocialmediaonpharmastakeholders
– Personaluseofsocialmediaapps
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Regulatory
In your opinion, what is yourcompany’s general regulatoryclimate?
Our legal/regulatory peopleare very CAUTIOUS when itcomes to taking regulatoryrisks and strive to avoid FDAwarning letters at all costs.
Vs.
Our legal/regulatory peopleare very AGGRESSIVE whenit comes to taking regulatoryrisks and handles FDAwarning letters when and ifthey arrive.
Corporate Climate
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Culture
How uncomfortablewould your company beadvertising in apublication or on a website that often containededitorial content criticalof the pharmaceuticalindustry yet whosereaders very closelymatched your targetaudience?
Comfort Zone
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Knowledge
Have you everpersonally used socialmedia (i.e., read anonline forum or posted amessage to an onlineforum, submittedcomments to a blog orwritten a blog post,edited a wiki, etc.)?
Personal Use
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OverallScores
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Trends
Pre March 2009 FDANOV Letters:10-Jan-2008 through1-Mar-2009
Post March 2009 FDANOV Letters:2-Mar-2009 through2-May-2010
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SocialMediaReadinessScores
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Resources
PharmaMarke*ngNews
− MonthlyelectronicnewsleMer
− 7,300opt‐insubscribers
− Ninthconsecu*veyearofpublica*on
− www.news.pharma‐mk*ng.com
PharmaMarke*ngBlog
– 25,000visitorspermonth
– pharmamk*ng.blogspot.com/
PharmaGuyTwiMerAccount
– 5,600Followers
– TwiMer.com/pharmaguy
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ContactInforma*on
John Mack
Follow me on Twitter:http://twitter.com/pharmaguy
Facebook page:http://www.facebook.com/pharmaguy
www.news.pharma-mkting.comwww.pharmamkting.blogspot.com
215-504-4164215-504-5739 (Fax)