google sidewiki and its implications for pharma brands - rosetta point of view and recommendations...

8/14/2019 Google Sidewiki and Its Implications for Pharma Brands - Rosetta Point of View and Recommendations 10-7-09

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2009 Rosetta1

Google Sidewiki and

Its Implications for

Pharma Brands

Rosetta Point o View and Recommendations

October 7, 2009


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2009 Rosetta1

Purpose o This Document

This Point o View (POV) is meant to simply

explain to pharma marketers:

What is Google Sidewiki?

Why is it important to your brands website?

What should you do about Google Sidewiki?

This POV will also provide several options or minimizing the risks associated

with Google Sidewiki, and recommends you develop and implement a plan o

action as soon as possible. These recommendations are oered as general prin-

ciples; any specifc brand or client will naturally need to assess their particular

situation and act in accord with their company policies and legal guidance.


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First: What is a Wiki?

A wiki is a website that allows users to

add and update content

This user generated content is largely

unmanaged although content can be

corrected by other users

This is made possible by Wiki sotware that

runs on the Web server

Wikis end up being created mainly by a

collaborative eort o site visitors

A great example o a large wiki is

Wikipedia, a ree encyclopedia in many

languages that anyone can edit


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So What is Google Sidewiki?

Google Sidewiki is a browser sidebar that

lets you contribute and read inormation

alongside any web page

In order to contribute and view Google

Sidewiki content, all that is necessary is

or a user:

To have a Google account

To download and install an add-on to the Google Toolbar

or either Internet Explorer or Fireox web browser

It launched September 23, 2009


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What does Google SidewikiLook Like?

Note: Sidewiki comments can also be specifc to individual page elements

(e.g. one sentence o text), and when this happens, the page element that the com-

ment applies to is highlighted within the page.

CDC Website withoutGoogle Sidewiki

Same CDC Website with

Google Sidewiki

User comments on CDC Websitevia Google Sidewiki


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2009 Rosetta6

Will Google Sidewiki Matteror Healthcare?

Patients are constantly seeking new ways to

learn about health inormation on the web.

I fnd it exciting that Google Sidewiki provides

a new platorm or sharing medical inormation

with users who are seeking additional back-

ground or context about this important topic.

DR. DEAN ORNISH

President o Preventive Medicine Research Institute

Yes!

Source: Newsactory.com, Now You Can Comment on Web Pages with SideWiki,

Patricia Resende, 9/23/09


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Why is Google Sidewiki Importantto Your Brand?

1Control o pharmaceutical brands online

assets is being challenged

2Comments are already appearing on the frst

page o Sidewiki entries on pharma brand

sites and most are negative

3 The FDA could perceive Sidewiki entries as

an integral part o a brand site


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1 Control o pharmaceutical brandsonline assets is being challenged

Google Sidewiki empowers patients, HCPs

and caregivers (anyone) to share relevant in-

ormation alongside almost any web page

This challenges your ability to manage your

Brands online presence:

1 On-site: Damaging comments could be let on your sites

Sidewiki (it is already happening in pharma)

2 Within Search Engines: Sidewiki comments could play a

role in search engine rankings and achieve frst-pagelistings on their own

3 Within Social Networking Sites: Sidewiki comments are

easily shared on sites like Facebook and Twitter


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2 Comments are already appearingon the frst page o Sidewiki entrieson pharma brand sites

To date, the majority o comments we have

ound are negative, including:

Amgen Homepage: Enbrel and Aranesp

AstraZeneca: Seroquel XR product page

Merck Homepage: Vioxx, Gardasil, Vytorin brands

Pfzer: Viagra Product Page

Most pharma brands have no comments

at this time:

However, we expect the number o comments (positive

and negative) to increase (think o Facebook and

Twitters prolieration)

The latest Google Toolbar launched on July 1, 2009 a

nd has over 4 million users to date (the original toolbar

has tens o millions o users, and launched over

5 years ago)


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2009 Rosetta10

3 The FDA could perceive Sidewikientries as an integral part o abrand site

I a Sidewiki comment were to contain an

adverse event mention, would the brand be

responsible or reporting to the FDA?

This especially could apply i a site owner

exercises the privilege o controlling the frst

Sidewiki entry displayed

More guidance may come ater the

November 2009 FDA open hearing on

the Internet and social media


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Example o Negative SidewikiComments Potentially

Damaging Online Reputation

First-page comment on Amgen homepage mentions lawsuit or illegal

marketing o Enbrel and Aranesp


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Example O Negative SidewikiComments Showing Up in Search

Sidewiki entries are also indexed by search engines and are also easily

shareable on social networking sites like Facebook and Twitter. Over 1,800

comments are already indexed by search engines and shown in organic

search results.


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Google Sidewiki is Not All Negative

Positive comments could be useul to your

Brand and those seeking inormation on it

Monitoring comments provides ree

insights as to what patients and doctorsare thinking on your Brand as well as

competitive brands

It provides an opportunity to identiy patient

advocates or your Brand

With the right policies, you may beable to address questions and correct

misinormation on your Brand


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2009 Rosetta14

Rosettas Recommended Approachto Google Sidewiki

1Veriy your site with Google

Webmaster Tools:

Grants site owners the right to control the frst entry

displayed within Google Sidewiki on each page

Enables uture alert tracking.

2Prepare content strategy or Google Sidewiki

comments

3Determine when to engage with comments


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1 Veriy Your Site With GoogleWebmaster Tools

Veriying a site with Google Webmaster Tools enables a

site owners Sidewiki entry to appear at the top o the frstpage o Sidewiki entries.

Rosetta Recommendations

1 Veriy site within Google Webmaster Tools

Responsibility or this usually alls to either IT services

group or the brands SEO agency

2 Install the latest version o Google Toolbar and Google

Sidewiki and monitor your brand pages

To receive alerts about comments:

The Google API provides the possibility or registered Web

site owners to receive alerts when comments are posted

on their pages Sidewikis

However, each page o a site has to be registered toenable this unctionality throughout the domain (though

Google is working on expanding this unctionality to apply

to the entire Web site)

Rosetta is exploring ways to work with the Sidewiki API

to enable clients to receive automatic alerts when new

comments are posted to their sites

Additionally, Social Media monitoring tools such asRadian6 are developing the ability to provide monitoring

or Sidewiki entries

Google Sidewiki API Code Reerence Guide: http://code.google.com/apis/sidewiki/

docs/2.0/reerence_guide.html


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2 Prepare Content Strategy orGoogle Sidewiki Comments

Once a site is verifed within Google Webmaster Tools,

the site owner can control the frst comment shown when

users click to post or review comments within Sidewiki.

Rosetta Recommendations

1Develop approved messaging now

2 A pre-approved Sidewiki comment can be used to pushpotentially negative comments o o page 1, and enable

a ast response when necessary

3 Determine when to post specifc comments

There are several content opportunities that should be

considered, including:

A disclaimer regarding whats posted

Mentioning that the brand is not monitoring the

comments

Giving instructions/phone number or adverse

events reporting

Providing concise statement o indications and risk

inormation (i PI inormation is too long, consider linking

to this inormation)


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Example o Claiming the FirstComment on Google Sidewiki

(Nationwide Insurance)

Rosetta helped Nationwide proactively ensure their brand voice and

message are in a prominent frst place position within Google Sidewiki


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3 Determine When to Engagewith Comments

Engagement Approaches or Google Sidewiki

Immediately claim frst

listing on your web pages

Sidewikis

Begin with the highest-

trafcked pages

Populate with a site-owner-

entry long enough to fll

entire frst page o

Sidewiki comments

Quickly reduces risk o a

negative comment achiev-

ing frst-page listing

Potentially reduces risk by

adding disclaimer or ISI

May attract attention

rom regulators and

Sidewiki users

Unhelpul comments may

create perception that

brand doesnt get it

Prepare a content strategy

+ approved Sidewikientries now

However, wait to post to

your brands pages until

user comments appear

No harm, no oul

no action unless negativepostings occur

Prepares marketing and

legal thinking on issue

Buys some time

Risk creates an opportu-

nity or negativecommenters by allowing

them frst-page entry

Requires active monitoring

or negative comments

Do nothing

Allows or ollowing the

lead o other brands (more

conservative)

Less work in the near-term

Risk negative Sidewiki

comments appearing

alongside brand pages

Lack o a plan should rapidresponse be needed

1 PRE-EMPTIVE

2 REACTIVE

3 IGNORE //NOT RECOMMENDED

PROS CONS


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Additional Untested Opportunitiesto Manage Sidewiki

Add SSL Certificate to all

website page Blocks Sidewiki from your

web pages

Could raise suspicions

among Sidewiki users

Could cause temporary dip

in search engine rankings

Would break incoming

http:// links requiring

re-directs to be set up on

all pages

Untested Javascript code

that could be added to a

site to block Sidewiki

Not officially authorized

by Google

Blocks Sidewiki from

web pages

Would block Google

Sidewiki users from

accessing the site entirely

Unknown risks to site

security and/or search

engine rankings

Not feasible for sites that

use hashtags in their URLs

ADD SSL CERTIFICATE TO ALL SITE PAGES

INSTALL SIDEWIKI DEFEAT TAG

PROSOPPORTUNITY CONS


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Hari Mahadevan

Managing Partner

Rosetta

100 American Metro Blvd

Hamilton, NJ 08619

609.689.6168

[email protected]

Ian Orekondy

Manager

Rosetta

99 Hudson, 11th Floor

New York, NY 10013

646.502.3195

[email protected]

Twitter: @iano1000

Jason Whitney

Partner

Rosetta

100 American Metro Blvd

Hamilton, NJ 08619

609.689.2681

[email protected]

Twitter: @Jason_Whitney

Contact Inormation

/ Princeton 609.689.6100

/ New York 646.502.3100

/ Cleveland 216.896.8900

/ Boston 617.244.8800

/ Chicago 847.981.5700

/ Denver 720.344.4897


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