How should healthcare organizations assess their social media risk? This presentation examines the areas each organization must examine to understand the regulatory, brand, and infrastructure risks their social media programs may face.

1. Social Media Risk Readiness Assessment
Joel Selzer
Co-Founder

2. Establishing trust is essential to building stronger
relationships with your HCPs
We live in a new era of openness and transparency:
of physicians now search for product
information online
of physicians currently use a smartphone
Hospitals have an active presence on
Facebook, Twitter and YouTube
2

3. Where will you build trust with HCPs in a social
media world?
HCPs have embraced social networking for
Peer-to-Peer interaction
of physicians are interested in or
already use physician social networks
The result…
As your interactions are seen in a new light on
these networks, you can redefine your
provider relationships by earning their trust
How will your actions in the “Age of Social Media”
help or hinder your efforts to strengthen provider
relationships?
3

4. How will you engage HCPs using social media
when you face risk at every turn?
Risk Brand Regulatory Infrastructure
Category (Corporate & Product)
• Loss of control over • Lack of FDA guidance • Constantly evolving
your message tools and standards
• Adherence to
• Increased demanding data • Lack of required
Risk transparency security & privacy technical skills
Factors statutes
• Failure to properly • Compatibility with
engage HCPs • Concerns over legacy systems
monitoring and
• Damaged reputation reporting • Implications for
security & privacy
requirements
• Fear of FDA sanctions
and potential costs
4

5. Assess your organization’s readiness before
confronting the risks of any social media program
Elements of the Ozmosis Focused Engagement
Social Media Risk Readiness Assessment
Ozmosis tailors the scope of the
assessment according to your
needs and the status of any
existing HCP social media
programs.
Standard Process
• Kickoff meeting with client
stakeholders
• Stakeholder interviews
• Individual brand, regulatory,
and infrastructure-level
workshops
• Compare to industry
benchmarks and best practice
• Analysis of findings
• Final report & presentation
• Implementation (optional)
5

6. Minimize brand risk: engage HCPs without losing
control of your message
Your Objective
Launch and accelerate your corporate,
product or service focused social media
programs
How The Assessment Helps
• Review current and planned social media
initiatives
• Examine HCP engagement practices
Ozmosis will… • Evaluate results and any captured ROI
• Compare your readiness to metrics from launched programs
industry best practices
• Identify areas for improvement • Review social media posting and
• Provide specific recommendations commenting guidelines
6

7. Minimize regulatory risk: proceed with confidence
in an uncertain social media landscape
Your Objective
Develop and deploy policies that promote
safer engagement practices in the absence
of clear FDA guidelines and with respect to
data security and privacy requirements
How The Assessment Helps
• Review monitoring and reporting
processes for off-label comments and
adverse events
Ozmosis will…
• Compare your readiness to • Examine existing social media policies
industry best practices • Share industry best practices
• Identify areas for improvement
• Provide specific recommendations • Benchmark policies against the Ozmosis
Framework for SM Regulatory Best
Practices
7

8. Minimize infrastructure risk: stay ahead of the
technology curve throughout your portfolio
Your Objective
Build a flexible, modular and scalable
network of IT software and systems that
facilitate social interaction
How The Assessment Helps
• Create unified view of all social media
platforms being used throughout the
organization
Ozmosis will… • Assess available social media skills and
• Compare your readiness to expertise among in-house staff
industry best practices • Review security and privacy policies
• Identify areas for improvement
• Provide specific recommendations • Evaluate potential to integrate legacy
systems with planned social media
initiatives
8

9. Ensure that your teams have the processes they
need to support emerging social media programs
Your Objective
Align your people and processes to the
brand, regulatory and infrastructure needs
of the organization
How The Assessment Helps
• Evaluate the people and processes engaged
in each assessment area
Ozmosis will… • Create a unified view of all staff with
• Compare your readiness to specific social media expertise
industry best practices • Identify resource gaps that need to be
• Identify areas for improvement
• Provide specific recommendations addressed
9

10. Each dimension of your organization’s readiness
is evaluated
Social Media
Risk Readiness Assessment Project Outputs
• Assessment of current
capabilities
• Holistic view of all social media
programs, highlighting
redundant tools and capability
gaps
• Recommendations for
mitigating risk and reducing
cost
• Benchmarking against best-in-
class social media programs and
policies
• Confidence to move forward
= organizational risk readiness
10

11. Let the experts in social media and medicine help
your organization succeed
Ozmosis Business Solutions
Focused Social Media Expertise
• Consulting clients have included one of the world’s largest Pharmaceutical
manufacturers, leading U.S. Health Systems, and national Payor organizations
• Members of the Ozmosis team have previously worked for IBM Global Services,
Medsite, Prematics, Corporate Executive Board, Johns Hopkins, and Merkle.
• Ozmosis.com is widely regarded as one of the top physician communities in the
world and was recently named a finalist for “Best HCP Community” in the Dosie
Awards
• Team members actively engage patient, providers and customers through
Facebook, Twitter, Ning, and LinkedIn every day
• Ozmosis has provided analysis and recommendations to manufacturers and the
FDA on social media regulatory frameworks
• Team members previously supported Toolbox.com and its 1.5M member
professional network
11

12. Please contact the Ozmosis Business Solutions
team for additional information
Joel Selzer
Co-Founder & CEO - Ozmosis
http://twitter.com/jbselz
http://www.facebook.com/joel.selzer
(202) 595-8005
joel@ozmosis.com
12