Presentation to the FDA Public Hearing on November 12, 2009 by Rohit Bhargava.

1. How Marketers Should Use The Internet & Social Media For Promotion Comments At The FDA Hearing Ogilvy 360 Digital Influence Rohit Bhargava, SVP http://blog.ogilvypr.com/tag/pharma November 12, 2009

3. SEARCH Symptom & Condition Treatment Options Healthcare Providers CONVERSATION Message boards Forums Commenting COLLABORATION Bookmarking + Tagging Rating + Sharing PARTICIPATION Joining Community Online Profile/Story Answering FAQ CONTENT CREATION Blogs & Vlogs PGM (Patient Generated Media) COMMUNITY CREATION Niche Disease Communities New Social Networks Affinity Groups E-ADVOCACY Partnering New causes Health Engagement The Ogilvy point of view on how people are engaging with health information online. HEALTH SEEKERS > HEALTH SHARERS > HEALTH CHRONICLERS HEALTH PORTAL General Info Lifestyle + Disease Treatment Options

4. Social media content done right empowers patients to work with their treatment providers in an informed manner.

5. It can provide resources for patients with infrequently discussed rare conditions (as well as all others).

7. The 3 C’s Rule: What Messages Posted Online Should Marketers Be Accountable For? Compensation Did the marketer fund the creation of the message or compensate the creator in any way? Collaboration Did the marketer work directly or indirectly with any third party to create the message? Creation Did the marketer create the content and has it not been altered or excerpted in any way by a third party? IF YES TO ANY 1 THEN THEY SHOULD BE ACCOUNTABLE. Presentation By Ogilvy PR 360 Digital Influence November 12, 2009

11. How Marketers Should Use The Internet & Social Media For Promotion Comments At The FDA Hearing Ogilvy 360 Digital Influence Rohit Bhargava, SVP http://blog.ogilvypr.com/tag/pharma November 12, 2009

13. Rohit is also the author of the best selling marketing book Personality Not Included , a guide for brands on using their personality for marketing, which is available in more than 50 countries around the world in 8 languages. For five years, he has also published the Influential Marketing blog, which is currently ranked among the top 50 marketing blogs in the world by AdAge magazine and was called "intellectual and educational" by the Wall Street Journal. Rohit teaches marketing and communications at Georgetown University in the Center for Social Impact and has been featured on the covers of PR Week UK and MarketingChina and been interviewed or featured in BusinessWeek, Inc Magazine, and Fast Company. He was also recently named one of the most influential South Asians working in media & marketing. LINKS: http://blog.ogilvypr.com/tag/pharma http://www.twitter.com/ogilvypr http://www.influentialmarketingblog.com http://www.twitter.com/rohitbhargava Rohit is a founding member of the pioneering 360 Digital Influence team at Ogilvy, and a member of the Strategy & Planning Group. He specializes in crafting social media & word of mouth marketing strategy for clients and has led recent work within the agency for some of Ogilvy’s largest healthcare and pharma clients. He is leads the Digital Health team within Ogilvy PR, a group focused on explaining and recommending the strategic use of social media for Ogilvy PR’s pharmaceutical clients. This includes defining conversation analysis tools that account for the specific consideration of adverse events, engagement strategies in a highly regulated environment and counseling brands on managing crisis with social media. Rohit Bhargava SVP, Strategy & Planning | Ogilvy PR 360 Digital Influence