pharma and healthcare social media principles

Pharma and Healthcare Social Media Principles

Jonathan Richman

Director of Business Development, Bridge WorldwideBlogger, Dose of Digital

The Principles

Be Aware, Not Afraid Monitor and Get Involved All About E.V.E. Prepare to Surrender Control It’s Not About You

Be Aware, Not Afraid


The #1 objection to social media among healthcare companies:

Adverse Event Reporting


The Myth:

If given a forum, patients will post “adverse events” that need to

reported to FDA.


The Reality:

1 in 500 posts actually contain all the information required for an

adverse event report.


Get Nielsen’s Whitepaper: http://bit.ly/YqmrD

Required for reporting:

1. an identifiable patient2. an identifiable reporter3. a specific drug or biologic involved

in the event4. an adverse event or fatal outcome

Only 1 in 500 posts have all this info.

http://bit.ly/YqmrD


Summary

Very few posts will ever have a reportable adverse event Use adverse events as a “canary in the coalmine” to

identify issues before they become too large to manage Develop a simple policy for handling these issues

Monitor and Get Involved


Be aware of what people are saying about you Join the community now and not during a crisis when it’s

too late

Video URL: http://www.youtube.com/watch?v=BmykFKjNpdY

A crisis like this...


http://www.youtube.com/watch?v=BmykFKjNpdY

One tweet starts a firestorm



Leading to a public apology

One weekend and just 7000 Tweets to take down MotrinOne weekend and just 7000 Tweets to take down Motrin


Summary

Some Lessons Learned: - Neither McNeil nor the agency that created the ad had a Twitter

account- Neither were monitoring Twitter for brand mentions


Start Here...

More Info: http://bit.ly/Zeja


http://bit.ly/Zeja

It’s All About E.V.E.

No, not that one...

All About E.V.E.

Expected Visitor Experience (E.V.E.): the set of activities and functions that an average user would expect to find and use on a specific digital platform.

“Does your social media program work like I think it should to work?”

All About E.V.E.

Don’t be this guy.Shouting, but no one’s listening.

Shouting

Listening

Irony

...and then violate FDA rule one by not providing fair balance where product and usage are mentioned

P.S.: You act “conservatively” on Twitter to avoid a warning letter...

You take the leap onto YouTube....

...but disable some favorite features

...but disable some favorite features

This isn’t whatthe people want.

Remember:It’s all about E.V.E.

All About E.V.E.

Summary

Use each social media site as it was intended or you’ll find yourself alone

This means (for example)......you have to interact on Twitter...you have to enable “The Wall” on Facebook...you have to allow comments and ratings on YouTube...you have to permit comments on your blog

Prepare to Surrender Control


You can’t control what people say about your brand If you try to, you instantly lose credibility with the

community (and sales)


You can’t control what people say about your brand If you try to, you instantly lose credibility with the

community (and sales)

And besides, you’ve already lost control

I would “hold” the medication until you go see your doctor in personI would “hold” the medication until you go see your doctor in person


Who is “catspajamas” and why is he/she giving medical advice about your brand?


Do you have ratings on your product site?


Don’t worry...iGuard is doing it for you.

Okay with you?

If you’re participating, be honest...


An AstraZeneca IP address

...someone will figure it out and tell the world.



Summary

Know that you can’t control what people say about your product

You CAN correct inaccurate information, but do it openly and supported by facts

Never, ever pretend to be someone else

It’s Not About You


Customers care about their needs and not your products You must meet your customers’ needs first before your

own Bringing “meaning” to your customers is how you get

their attention and loyalty


You Promise This --“Review Treatments”


But Give Me This --A mention of your drug



But Give Me This --A mention of your drug


What if you actually gave me what I was promised?

How many more pairs of Nikes does the free Nike+ application sell?


Community created by Valeant, the makers of Diastat Acudial for seizures.

Does anyone seem to mind?


The best source for PKU information happens to have been created by the brand that makes a treatment for PKU.

What are you the best source of?


200,000 posts all about your product...on your site.

Where is everyone discussing your product?



For more examples go here: http://bit.ly/B3PR7

http://bit.ly/B3PR7


Summary

Start with unbranded experiences to help your community of customers – education and awareness is part of your remit

Let the discussion take center stage and don’t sell Customers will flock to the places where there is genuine

value

The Principles

Be Aware, Not Afraid Monitor and Get Involved It’s All About E.V.E. Prepare to Surrender Control It’s Not About You

Starting Tomorrow...

Learn from others (for examples go here: http://bit.ly/B3PR7) - Imitation is the sincerest form of flattery, so learn from others.

Get involved and familiar with the technology- You won’t know what works until you see for yourself.

Find out where your customers are and what they’re doing- Don’t do something unless your customers are also.

Educate your colleagues - You may understand it all, but do the people who have to approve it?

Try something- Start small, but just start. See what it’s like before you commit big money.

http://bit.ly/B3PR7

Contact:

Jonathan Richman Director of Business Development, Bridge Worldwide Blogger, Dose of Digital

513-381-1380 [email protected]

pharma and healthcare social media principles

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