Social Media for Pharma: Strategies for Medical/Legal Approval.

1. Advanced Learning Institute
Social Media And Pharma -- Strategies For Securing Medical/Legal Approval
May 21, 2011
Matthew Snodgrass, WCG
@mattsnod
Contents are proprietary and confidential.

2. Agenda
•The Social Media Landscape
•Start With the Basics
• Policies & Guidelines
• Education
• Internal Structure
•Social Media Journey
•Dealing With User-Generated Content
•Monitoring Your Social Media Efforts
•Dealing With Adverse Event Reporting
•Finding the Right People to Connect With Online

3. Social Media Landscape
500,000 new people join social media for the first time each day, on average
Contents are proprietary and confidential.

4. Many Social Media
Contents are proprietary and confidential.

5. Many Social Media
Twitter
Facebook
Blogs
YouTube
Forums
Contents are proprietary and confidential.

6. Social Media Conversation About You
Contents are proprietary and confidential.

7. Social Media Conversation About You
Photo
Video
Forums
Mainstream Twitter
Blogs
Contents are proprietary and confidential.

8. Share of Voice vs. Share of Conversation
Contents are proprietary and confidential.

9. Share of Voice vs. Share of Conversation
Competitor 4 You
Competitor 3
Competitor 1
Competitor 2
Contents are proprietary and confidential.

10. Share of Voice vs. Share of Conversation
Competitor 4 You
Competitor 4
Industry
Competitor 3
Competitor 2
Competitor 3 Competitor 1
You
Competitor 1
Competitor 2
Contents are proprietary and confidential.

11. Start With the Basics
One in 5 divorces is blamed on Facebook
Contents are proprietary and confidential.

12. Policies vs. Guidelines
Contents are proprietary and confidential. (thanks to David Thompson at B-I)

13. Policies vs. Guidelines
•Policies •Guidelines
• Long • Shorter
• Specific • In plain English
• Comprehensive • Provide tips
• HR implications for failure to comply • Best practices
• Must be written in a way that
everyone understands it

14. Educate!

15. Educate!
•When someone doesn’t know, the answer will be no.

16. Educate!
•When someone doesn’t know, the answer will be no.
•Offer internal social media training on the primary channels
• Twitter, Facebook, Blogs, YouTube, Forums

17. Educate!
•When someone doesn’t know, the answer will be no.
•Offer internal social media training on the primary channels
• Twitter, Facebook, Blogs, YouTube, Forums
•Offer lunch & learns for other channels
• Pinterest, Google+, Foursquare, LinkedIn

18. Educate!
•When someone doesn’t know, the answer will be no.
•Offer internal social media training on the primary channels
• Twitter, Facebook, Blogs, YouTube, Forums
•Offer lunch & learns for other channels
• Pinterest, Google+, Foursquare, LinkedIn
•Identify a senior leader to be your champion

19. Educate!
•When someone doesn’t know, the answer will be no.
•Offer internal social media training on the primary channels
• Twitter, Facebook, Blogs, YouTube, Forums
•Offer lunch & learns for other channels
• Pinterest, Google+, Foursquare, LinkedIn
•Identify a senior leader to be your champion
•Social media is media ... a communications function, not an IT function
• (You don’t have your print department manage press releases just because
they’re printed on paper.)

20. Educate!
•When someone doesn’t know, the answer will be no.
•Offer internal social media training on the primary channels
• Twitter, Facebook, Blogs, YouTube, Forums
•Offer lunch & learns for other channels
• Pinterest, Google+, Foursquare, LinkedIn
•Identify a senior leader to be your champion
•Social media is media ... a communications function, not an IT function
• (You don’t have your print department manage press releases just because
they’re printed on paper.)
•Incentivize your staff to use social media

21. Educate!
•When someone doesn’t know, the answer will be no.
•Offer internal social media training on the primary channels
• Twitter, Facebook, Blogs, YouTube, Forums
•Offer lunch & learns for other channels
• Pinterest, Google+, Foursquare, LinkedIn
•Identify a senior leader to be your champion
•Social media is media ... a communications function, not an IT function
• (You don’t have your print department manage press releases just because
they’re printed on paper.)
•Incentivize your staff to use social media
•Make SM policy training part of new employee on-boarding

22. Internal Structure: Your Social Media Dream Team
• Educate first
• Meet bi-weekly Regulatory
Medical/
• Block 2+ hours Legal Pharma-
covigilance
• Send docs for approval prior
to meeting
• Refine policies & guidelines Social Media
• Set goals & dates Committee
• Bring in experts who know
social media Corporate
Senior
Mgmt.
Comms champion
• Insist the participants know IT
Marketing
and use social media

23. Social Media Journey
A study led by Dr. Wei Ji Ma, an assistant professor of neuroscience at the Baylor College of
Medicine, proved that visual information can improve our understanding as much as six-fold
over the spoken word alone.
Contents are proprietary and confidential.

24. Where Do We Start?
BLOG
Contents are proprietary and confidential.

25. Where Do We Start?
BLOG
Degree of intimacy IMPERSONAL INTIMATE
Contents are proprietary and confidential.

26. Where Do We Start?
BLOG
Degree of intimacy IMPERSONAL INTIMATE
Can control UGC
Contents are proprietary and confidential.

27. Where Do We Start?
BLOG
Degree of intimacy IMPERSONAL INTIMATE
Can control UGC
Volume of posts
Contents are proprietary and confidential.

28. Where Do We Start?
BLOG
Degree of intimacy IMPERSONAL INTIMATE
Can control UGC
Volume of posts
Likelihood of AE
Contents are proprietary and confidential.

29. Dealing With User-Generated Content
25% of search results for the world’s top 20 largest brands are links to user-generated content
Contents are proprietary and confidential.

30. User-Generated Content
•Whether you’re ready to or not, people are talking about your company
• patients, media, doctors, competitors, fans, haters
•How do I know when/where/how it happens? Monitor!

31. “It should be obvious what you do with this information.”

32. User-Generated Content

33. User-Generated Content
•Set up alerts to receive posts in near-real time

34. User-Generated Content
•Set up alerts to receive posts in near-real time
•Have system in place for dealing with content by category
• Company news (issues, disgruntled employees, earnings, leaks)
• Product mentions (named drugs, side effects, complications, AEs)
• Questions
• Misinformation

35. User-Generated Content
•Set up alerts to receive posts in near-real time
•Have system in place for dealing with content by category
• Company news (issues, disgruntled employees, earnings, leaks)
• Product mentions (named drugs, side effects, complications, AEs)
• Questions
• Misinformation
•Who else needs to be alerted internally?

36. User-Generated Content
•Set up alerts to receive posts in near-real time
•Have system in place for dealing with content by category
• Company news (issues, disgruntled employees, earnings, leaks)
• Product mentions (named drugs, side effects, complications, AEs)
• Questions
• Misinformation
•Who else needs to be alerted internally?
•Time is of the essence. If you can Tweet it first, you’re more likely to be Retweeted.

37. User-Generated Content
•Set up alerts to receive posts in near-real time
•Have system in place for dealing with content by category
• Company news (issues, disgruntled employees, earnings, leaks)
• Product mentions (named drugs, side effects, complications, AEs)
• Questions
• Misinformation
•Who else needs to be alerted internally?
•Time is of the essence. If you can Tweet it first, you’re more likely to be Retweeted.
•Have terms of use in place noting what comments you will allow or remove

38. User-Generated Content
•Set up alerts to receive posts in near-real time
•Have system in place for dealing with content by category
• Company news (issues, disgruntled employees, earnings, leaks)
• Product mentions (named drugs, side effects, complications, AEs)
• Questions
• Misinformation
•Who else needs to be alerted internally?
•Time is of the essence. If you can Tweet it first, you’re more likely to be Retweeted.
•Have terms of use in place noting what comments you will allow or remove
•If you do remove a comment, note why you had to remove it

39. Monitoring Your Social Media Efforts
If Wikipedia was a book, it would be 2.25 million pages long
Contents are proprietary and confidential.

40. Monitoring Your Social Media
Not as Use Your
Cost Simple
Simple Agency
Google Alerts free ✔
Google Reader free ✔
Twitter Search free ✔
SocialMention free ✔
Hootsuite $ ✔
SocialRadar $$ ✔ ✔
Trendrr $$ ✔
Radian6 $$$ ✔
Sysomos $$$ ✔
Contents are proprietary and confidential.

41. Know Your Keywords

42. Know Your Keywords
•Keywords you use should come from these sources:

43. Know Your Keywords
•Keywords you use should come from these sources:
• You

44. Know Your Keywords
•Keywords you use should come from these sources:
• You
• Analysis of social conversation (how people are talking about you)

45. Know Your Keywords
•Keywords you use should come from these sources:
• You
• Analysis of social conversation (how people are talking about you)
• Analysis of search terms (how people are searching for you)

46. Know Your Keywords
•Keywords you use should come from these sources:
• You
• Analysis of social conversation (how people are talking about you)
• Analysis of search terms (how people are searching for you)
•Keywords should cover:

47. Know Your Keywords
•Keywords you use should come from these sources:
• You
• Analysis of social conversation (how people are talking about you)
• Analysis of search terms (how people are searching for you)
•Keywords should cover:
• your company, your competitors, your products, your competitors’ products, your issues,
senior leadership, your products’ disease states, industry events, etc.

48. Know Your Keywords
•Keywords you use should come from these sources:
• You
• Analysis of social conversation (how people are talking about you)
• Analysis of search terms (how people are searching for you)
•Keywords should cover:
• your company, your competitors, your products, your competitors’ products, your issues,
senior leadership, your products’ disease states, industry events, etc.
•You may think “cancer” has it covered, but other related terms include:

49. Know Your Keywords
•Keywords you use should come from these sources:
• You
• Analysis of social conversation (how people are talking about you)
• Analysis of search terms (how people are searching for you)
•Keywords should cover:
• your company, your competitors, your products, your competitors’ products, your issues,
senior leadership, your products’ disease states, industry events, etc.
•You may think “cancer” has it covered, but other related terms include:
• cancer treatment, lung cancer treatment, cancer treatments, breast cancer treatment, stomach cancer treatment, treatments for cancer, cancer treatment centers, alternative cancer treatments,
testicular cancer treatment, lung cancer treatments, new cancer treatments, ags cancer treatment, cancer treatment center, skin cancer treatments, holistic cancer treatment, cancer treatment
options, alternative cancer treatment, treatment for cancer, proton cancer treatment, natural cancer treatment, colorectal cancer treatment, cancer treatment centers of america, blood cancer
treatment, treatment of cancer, skin cancer treatment, breast cancer treatments, cantron cancer treatment, hyperthermia cancer treatment, throat cancer treatment, uterine cancer treatment,
treatment cancer, treatment for breast cancer, treatments for breast cancer, cancer symptoms, lung cancer symptoms, stomach cancer symptoms, bladder cancer symptoms, liver cancer
symptoms, breast cancer symptoms, symptoms of cancer, bone cancer symptoms, symptoms lung cancer, dog cancer symptoms, eye cancer symptoms, colorectal cancer symptoms, gastric
cancer symptoms, blood cancer symptoms, ovarian cancer symptoms, back cancer symptoms, spine cancer symptoms, symptoms throat cancer, canine cancer symptoms, brain cancer
symptoms, pancreas cancer symptoms, adrenal cancer symptoms, signs and symptoms of cancer, symptoms stomach cancer, symptoms breast cancer, cervix cancer symptoms, muscle cancer
symptoms, prostrate cancer symptoms, symptom of cancer, pancreatic cancer symptoms, cancer signs and symptoms, throat cancer symptoms, colon cancer symptoms, skin cancer symptoms,
testicular cancer symptoms, symptoms pancreatic cancer, cervical cancer symptoms, thyroid cancer symptoms, esophageal cancer symptoms, symptoms ovarian cancer, anal cancer symptoms,
intestinal cancer symptoms, renal cancer symptoms, neck cancer symptoms, tonsil cancer symptoms, uterine cancer symptoms, symptoms of skin cancer, symptoms colon cancer, symptoms
cervical cancer, esophagus cancer symptoms, bowel cancer symptoms, sinus cancer symptoms, endometrial cancer symptoms, vulvar cancer symptoms, lip cancer symptoms, ear cancer
symptoms, symptoms of cancer in women, lymphoma cancer symptoms, symptoms cancer, symptoms bowel cancer, uterus cancer symptoms, symptoms for cancer, cancer symptoms in women,
nasal cancer symptoms, gum cancer symptoms, what are symptoms of cancer, what are the symptoms of cancer, types of cancer and symptoms, lungs cancer symptoms, nose cancer
symptoms, breast cancer signs and symptoms

50. Triaging Comments or Issues

51. Triaging Comments or Issues
1.Identify the issue
• Can you articulate the issue in it most simplest terms?

52. Triaging Comments or Issues
1.Identify the issue
• Can you articulate the issue in it most simplest terms?
2.Identify the audiences
• External (patients, doctors, pharmacists, payers, suppliers, retailers, advocates, media)
• Internal (comms, employees, customer support, other regions)

53. Triaging Comments or Issues
1.Identify the issue
• Can you articulate the issue in it most simplest terms?
2.Identify the audiences
• External (patients, doctors, pharmacists, payers, suppliers, retailers, advocates, media)
• Internal (comms, employees, customer support, other regions)
3.Develop the messaging & desired outcome
• Consider the short-form versions of your messages (How would you Tweet it?)

54. Triaging Comments or Issues
1.Identify the issue
• Can you articulate the issue in it most simplest terms?
2.Identify the audiences
• External (patients, doctors, pharmacists, payers, suppliers, retailers, advocates, media)
• Internal (comms, employees, customer support, other regions)
3.Develop the messaging & desired outcome
• Consider the short-form versions of your messages (How would you Tweet it?)
4.Identify the right communication channels

55. Triaging Comments or Issues
1.Identify the issue
• Can you articulate the issue in it most simplest terms?
2.Identify the audiences
• External (patients, doctors, pharmacists, payers, suppliers, retailers, advocates, media)
• Internal (comms, employees, customer support, other regions)
3.Develop the messaging & desired outcome
• Consider the short-form versions of your messages (How would you Tweet it?)
4.Identify the right communication channels
5.Determine timing
• If you can’t say everything, try to say something

56. Considerations

57. Considerations
•Issues can start in social media and cross over to the off-line world

58. Considerations
•Issues can start in social media and cross over to the off-line world
• Example: Target letting a blogger know that they don’t deal with “nontraditional
media”

59. Considerations
•Issues can start in social media and cross over to the off-line world
• Example: Target letting a blogger know that they don’t deal with “nontraditional
media”
•Similarly, an off-line issue can quickly make its way into social media

60. Considerations
•Issues can start in social media and cross over to the off-line world
• Example: Target letting a blogger know that they don’t deal with “nontraditional
media”
•Similarly, an off-line issue can quickly make its way into social media
•Reporters use social media to source stories

61. Considerations
•Issues can start in social media and cross over to the off-line world
• Example: Target letting a blogger know that they don’t deal with “nontraditional
media”
•Similarly, an off-line issue can quickly make its way into social media
•Reporters use social media to source stories
• In a survey of 500 global reporters, half use Twitter as a source

62. Considerations
•Issues can start in social media and cross over to the off-line world
• Example: Target letting a blogger know that they don’t deal with “nontraditional
media”
•Similarly, an off-line issue can quickly make its way into social media
•Reporters use social media to source stories
• In a survey of 500 global reporters, half use Twitter as a source
•With social media, three very important points:

63. Considerations
•Issues can start in social media and cross over to the off-line world
• Example: Target letting a blogger know that they don’t deal with “nontraditional
media”
•Similarly, an off-line issue can quickly make its way into social media
•Reporters use social media to source stories
• In a survey of 500 global reporters, half use Twitter as a source
•With social media, three very important points:
• News travels in the blink of an eye

64. Considerations
•Issues can start in social media and cross over to the off-line world
• Example: Target letting a blogger know that they don’t deal with “nontraditional
media”
•Similarly, an off-line issue can quickly make its way into social media
•Reporters use social media to source stories
• In a survey of 500 global reporters, half use Twitter as a source
•With social media, three very important points:
• News travels in the blink of an eye
• There are no geographic boundaries to issues anymore. You can’t think, “Oh, this
is a Germany issue.”

65. Considerations
•Issues can start in social media and cross over to the off-line world
• Example: Target letting a blogger know that they don’t deal with “nontraditional
media”
•Similarly, an off-line issue can quickly make its way into social media
•Reporters use social media to source stories
• In a survey of 500 global reporters, half use Twitter as a source
•With social media, three very important points:
• News travels in the blink of an eye
• There are no geographic boundaries to issues anymore. You can’t think, “Oh, this
is a Germany issue.”
• Bloggers don’t wait for key messages to be reviewed, edited, approved, checked
with Legal, checked with Regulatory, etc.

66. Exercise: Tweet this press release
The Advil® Congestion Relief Project Visits St. Louis To Expand Building Space For More Access To Local Family Social Service Program
Advil® Congestion Relief Clears Congestion Inside Kingdom House’s Facility to Make Those in Need Feel More Comfortable Discussing Issues and Encouraging More to Seek Assistance
MADISON, N.J.--(BUSINESS WIRE)--As part of a nationwide effort to help communities fight
congestion, Pfizer Consumer Healthcare, the makers of Advil® Congestion Relief, stopped in St.
Louis to help Kingdom House, a local social service provider, create space to help community needs.
Currently, Kingdom House faces literal congestion; those in need are forced to discuss their
challenges in a crowded area with others nearby. Not having a private area to discuss personal
situations has kept area residents in need from using the services provided by Kingdom House. Due
to the lack of storage space and large amount of office equipment stored in the building, there was no
way to provide all clients the privacy they deserve. A $30,000 donation from Advil® Congestion Relief
allows Kingdom House to clear its underutilized office space by designing and building an outdoor
storage facility. The outdoor storage facility will provide congestion relief and make enough room
within the building to allow residents privacy when they are seeking assistance. Kingdom House is a
local social services organization that offers services including clothing, child care, food and job
assistance to some of the area’s neediest families. With the congestion cleared from the building and
the chance for more privacy, more area residents will feel comfortable using the services provided by
the organization.
Contents are proprietary and confidential.

67. Exercise: Tweet this press release
140
characters
The Advil® Congestion Relief Project Visits St. Louis To Expand Building Space For More Access To Local Family Social Service Program
Advil® Congestion Relief Clears Congestion Inside Kingdom House’s Facility to Make Those in Need Feel More Comfortable Discussing Issues and Encouraging More to Seek Assistance
MADISON, N.J.--(BUSINESS WIRE)--As part of a nationwide effort to help communities fight
congestion, Pfizer Consumer Healthcare, the makers of Advil® Congestion Relief, stopped in St.
Louis to help Kingdom House, a local social service provider, create space to help community needs.
Currently, Kingdom House faces literal congestion; those in need are forced to discuss their
challenges in a crowded area with others nearby. Not having a private area to discuss personal
situations has kept area residents in need from using the services provided by Kingdom House. Due
to the lack of storage space and large amount of office equipment stored in the building, there was no
way to provide all clients the privacy they deserve. A $30,000 donation from Advil® Congestion Relief
allows Kingdom House to clear its underutilized office space by designing and building an outdoor
storage facility. The outdoor storage facility will provide congestion relief and make enough room
within the building to allow residents privacy when they are seeking assistance. Kingdom House is a
local social services organization that offers services including clothing, child care, food and job
assistance to some of the area’s neediest families. With the congestion cleared from the building and
the chance for more privacy, more area residents will feel comfortable using the services provided by
the organization.
Contents are proprietary and confidential.

68. 5-min. BREAK
Which means 10 minutes, typically.
Contents are proprietary and confidential.

69. Dealing With Adverse Event Reporting
23% of social network users have followed their friends’ personal health experiences online
Contents are proprietary and confidential.

70. What’s Required When Reporting Adverse Events
1. an identifiable patient
2. an identifiable reporter
3. a suspect drug or biological product
4. an adverse event or fatal outcome
“Guidance for Industry: Postmarketing Adverse Experience Reporting for Human Drug and Licensed Biological Products: Clarification of What to Report,” 8/1997
U.S. Department of Health and Human Services, Food and Drug Administration, Center for Drug Evaluation and Research (CDER), Center for Biologics Evaluation and Research (CBER)

71. How Many Adverse Events Should We Plan to Deal With?
Contents are proprietary and confidential.
Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008

72. How Many Adverse Events Should We Plan to Deal With?
Of 500 Social Media Posts Examined
Contents are proprietary and confidential.
Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008

73. How Many Adverse Events Should We Plan to Deal With?
Of 500 Social Media Posts Examined
A. 494 posts mention an identifiable patient
A
Contents are proprietary and confidential.
Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008

74. How Many Adverse Events Should We Plan to Deal With?
Of 500 Social Media Posts Examined
A. 494 posts mention an identifiable patient
A B. 100 posts mention a specific medication
B
Contents are proprietary and confidential.
Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008

75. How Many Adverse Events Should We Plan to Deal With?
Of 500 Social Media Posts Examined
A. 494 posts mention an identifiable patient
A B. 100 posts mention a specific medication
B C. 56 posts mention an identifiable reporter
C
Contents are proprietary and confidential.
Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008

76. How Many Adverse Events Should We Plan to Deal With?
Of 500 Social Media Posts Examined
A. 494 posts mention an identifiable patient
A B. 100 posts mention a specific medication
B C. 56 posts mention an identifiable reporter
D D. 14 posts mention both a specific medication
and an identifiable reporter
C
Contents are proprietary and confidential.
Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008

77. How Many Adverse Events Should We Plan to Deal With?
Of 500 Social Media Posts Examined
A. 494 posts mention an identifiable patient
A B. 100 posts mention a specific medication
E
B C. 56 posts mention an identifiable reporter
D D. 14 posts mention both a specific medication
and an identifiable reporter
C
E. 4 posts mention an adverse experience, and
identifiable patient, and a specific medication
Contents are proprietary and confidential.
Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008

78. How Many Adverse Events Should We Plan to Deal With?
Of 500 Social Media Posts Examined
A. 494 posts mention an identifiable patient
A B. 100 posts mention a specific medication
E
B F C. 56 posts mention an identifiable reporter
D D. 14 posts mention both a specific medication
and an identifiable reporter
C
E. 4 posts mention an adverse experience, and
identifiable patient, and a specific medication
F. 1 post also included an identifiable reporter
Contents are proprietary and confidential.
Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008

79. How Many Adverse Events Should We Plan to Deal With?
Of 500 Social Media Posts Examined
A. 494 posts mention an identifiable patient
A B. 100 posts mention a specific medication
E
B F C. 56 posts mention an identifiable reporter
D D. 14 posts mention both a specific medication
and an identifiable reporter
C
E. 4 posts mention an adverse experience, and
identifiable patient, and a specific medication
F. 1 post also included an identifiable reporter
0.2% chance
Contents are proprietary and confidential.
Nielsen Online, “Listening to Consumers in a Highly Regulated Environment,” 8/2008

80. Dealing With Adverse Events
•When tracking social media, decide if you’re listening or monitoring
• Listening: tracking the social media conversation in aggregate (macro)
• Monitoring: reviewing actual social media posts (micro)
•Within Facebook, add keywords/phrases
to your Moderation Blocklist
•Use the new Message button in Facebook
•Add instructions for reporting AEs to your
social media channels
•Have everyone (re-)trained on your AE reporting policy
•Train medical affairs on dealing with AEs in social media
•Where possible, reply privately to the person who reported it in the same
channel

81. Dealing With Adverse Events
•When tracking social media, decide if you’re listening or monitoring
• Listening: tracking the social media conversation in aggregate (macro)
• Monitoring: reviewing actual social media posts (micro)
•Within Facebook, add keywords/phrases
to your Moderation Blocklist
•Use the new Message button in Facebook
•Add instructions for reporting AEs to your
social media channels
•Have everyone (re-)trained on your AE reporting policy
•Train medical affairs on dealing with AEs in social media
•Where possible, reply privately to the person who reported it in the same
channel

82. Dealing With Adverse Events
•When tracking social media, decide if you’re listening or monitoring
• Listening: tracking the social media conversation in aggregate (macro)
• Monitoring: reviewing actual social media posts (micro)
•Within Facebook, add keywords/phrases
to your Moderation Blocklist
•Use the new Message button in Facebook
•Add instructions for reporting AEs to your
social media channels
•Have everyone (re-)trained on your AE reporting policy
•Train medical affairs on dealing with AEs in social media
•Where possible, reply privately to the person who reported it in the same
channel

83. FDA’s Stance
FDA “does not require that the manufacturer
actively track or search for adverse events
through social media.”
- FDA spokeswoman Sarah Clark-Lynn
“Tweet Tracking: A Must For Companies’ Adverse Event Oversight?”, The Gray Sheet, 5/7/2012

84. Finding the Right People to Connect with Online
<50 people can drive 85% of your conversation online
Contents are proprietary and confidential.

85. The 1/9/90 Rule
1 percent of people 9 percent share that 90 percent just
generate content content with others soak it in and
learn from it
• Why do these behaviors differ?
• What are the trends for your product or category?
Contents are proprietary and confidential.

86. Online Influencers
•Do you know who the top influencers online are who are discussing your
company or product(s)?
•Do you know their total social footprint?
•How influential are they?
• What is their reach?
• What is their relevance?
• What is their syndication?
•Are their discussing your competitors?
•Do you follow them or subscribe to their content?

87. <50 people drive share of conversation for the world’s largest brands
Who are they, and do you know them personally?
50+ Total Metrics
Individual Outlet Outlet Outlet
Individual Reach
Relevance Presence Syndication Relevance
Individual Score Outlet Score
Influence
Ricardo Alonso-Zaldivar
4
3
Most Comments on Post Influencer Outlet Number
2 Most comments on post Liz Szabo USA Today 1,362
Most Twitter Followers Dr. Kevin Pho KevinMD 16,313
1
Most brand mentions Liz Szabo USA Today 987
0 Highest percentage of
Individual Reach Individual Relevance Outlet Syndication Outlet Relevance Jim Edwards Bnet 9.06%
conversations with brand mentions
Most individual references in blogs Jacob Goldstein NY Times Well 5.939
Blog
Contents are proprietary and confidential.

88. Building a Network of Word-of-Mouth Ambassadors
VIP
• Strongest relationships
• Meet in person
• Link-love online
Exclusive Access
• Build relationships
• Special content, events, first looks
Pitch List
• Individual outreach
• Promotions
Contents are proprietary and confidential.

89. Managing the education process and common objections with your
legal and regulatory teams
Defusing the antibodies
Contents are proprietary and confidential.

90. Show of Hands

91. Show of Hands
•How many of you …

92. Show of Hands
•How many of you …
• Are involved in some form of social media personally?

93. Show of Hands
•How many of you …
• Are involved in some form of social media personally?
• Have been asked to approve or weigh in on a proposed social media program?

94. Show of Hands
•How many of you …
• Are involved in some form of social media personally?
• Have been asked to approve or weigh in on a proposed social media program?
• Are aware of your corporate social media policies but are still uncomfortable
proposing social media programs?

95. Show of Hands
•How many of you …
• Are involved in some form of social media personally?
• Have been asked to approve or weigh in on a proposed social media program?
• Are aware of your corporate social media policies but are still uncomfortable
proposing social media programs?
• Have legal departments who hear the words “social media” and wonder why
these people have so much time on their hands?

96. Why We Have Social Media “Allergies”
•FDA warning letters to 14 companies regarding search practices
•Delayed FDA guidance on social media
•FDA warning letter for Tasigna
•Lack of experience with the medium

97. What Freaks Pharma Out …
•Content is flying around everywhere - what happens when the content we
post gets shared somewhere else?
•Once something is on the Internet, there’s no taking it back.
•How are we going to handle the deluge of adverse events that we
discover in online conversation?
•Social media sites are the Wild West – what happens if something
changes in their TOS?
•I don’t even use this stuff personally. How am I supposed to weigh in on
what to do from a marketing standpoint?

98. Approving Social Media Programs
Contents are proprietary and confidential.

99. Twitter Progression
1. Create Profile (blocked)
SPECTRUM OF LEGAL HEARTBURN
2. Open Profile
3. Develop content
4. Get content approved, decide if all content must go through RC
5. Follow other Twitter users
6. RT other Twitter users
7. @mention other Twitter users
8. @reply to other Twitter users
9. DM other Twitter users
Contents are proprietary and confidential.

100. Forward-Thinking Approval Concept
Contents are proprietary and confidential.

101. Forward-Thinking Approval Concept
Free-for-all
Contents are proprietary and confidential.

102. Forward-Thinking Approval Concept
Free-for-all
Contents are proprietary and confidential.

103. Forward-Thinking Approval Concept
Free-for-all
Each post through
RC review
Contents are proprietary and confidential.

104. Forward-Thinking Approval Concept
Free-for-all
Each post through
RC review
Contents are proprietary and confidential.

105. Forward-Thinking Approval Concept
Free-for-all
Each post through
RC review
Set up approval
guardrails
Contents are proprietary and confidential.

106. Forward-Thinking Approval Concept
Free-for-all
Each post through
RC review
Set up approval
guardrails
Contents are proprietary and confidential.

107. Thank you
blog.wcgworld.com
@mattsnod
Contents are proprietary and confidential.