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Social Media and Pharma Regulatory: Making it Work

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11/09/09 PRSA Healthcare presentation on Integrating Social Media into your organization's PR: How to Satisfy Regulatory & Legal and Still be Credible -- by Betsy Raymond Stevenson and Steve Woodruff

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Social Media and Pharma Regulatory: Making it Work

  1. 1. PRSA 2009 Annual International Conference Integrating New/Social Media into your Healthcare Organization’s Public Relations <ul><li>How to satisfy your regulatory and legal departments and still be credible </li></ul>Betsy Raymond Stevenson (@Betsy_RSHC) Steve Woodruff (@swoodruff)
  2. 2. What is Web 2.0? <ul><li>A Web 2.0 site allows its users to interact with other users or to change website content , in contrast to non-interactive websites where users are limited to the passive viewing of information that is provided to them. (Wikipedia) </li></ul>
  3. 3. What is Social Media? <ul><li>In two words: Networked Communications </li></ul>
  4. 4. Why is SM important? Take a deep breath…
  5. 5. What is the new communications flow? <ul><li>Web, connectivity and mobile devices becoming ubiquitous </li></ul><ul><li>Text, audio, images, video – no boundaries from thought to publication </li></ul><ul><li>Interactions are increasingly real-time </li></ul><ul><li>Thought-leaders are everywhere </li></ul><ul><li>Everything tied together with social networking tools </li></ul>Take a deep breath…
  6. 6. Explosive Social Media growth … Total users 300 million Twitter Unique Visitors … Total users 54 million Facebook Unique Visitors
  7. 7. Why should you care about Social Media? It’s here and it’s growing No one should know more about you than you Great opportunity to engage Guidelines are coming… … In the meantime avoid inertia, choose your level of engagement
  8. 8. Why the reluctance to embrace web 2.0? <ul><li>Then </li></ul><ul><li>Fear? </li></ul><ul><li>Uncertainty? </li></ul><ul><li>Now </li></ul><ul><li>Frozen in anticipation? </li></ul><ul><li>May be years... </li></ul>But there is a way to keep moving … HEARINGS
  9. 9. Getting started Build trust by engaging early and consistently with regulatory and legal Ideal More likely Find/develop company social media champions Create strategy Agree on the vision Continue to educate Intranet blogs Internal Twitter Suggestion Box ACTION WITH TRANSPARENCY BUILDS TRUST TRUST DRIVES IMPLEMENTATION Educate and engage internally HR IT Internal Comms Collaborate on in-house practice opportunities Commit to starting
  10. 10. Levels of engagement Preclinical Search your company *name *brands *TAs *issues Phase I YouTube Podcasts *Affordable healthcare *Preventing disease *Chronic health problems Disseminate information one way Share what’s useful Phase IIa External blog such as company history (J&J) Test a low-risk topic with external interaction Listen, establish reputation baseline Phase IIb ADHD moms, CML Earth (Novartis), Twitter (Novo Nordisk) Test topic of greater interest for key community interaction Phase III Twitter (BI) External Blog (J&JBTW) External public/company interaction with a personal voice
  11. 11. How not to be credible Don’t commit resources No trained staff to maintain engagement Disable social aspects as an automatic reflex Finding AEs Off-label mentions Criticism Second-guess others’ interests Choose topics without regard for what others want Use only a corporate voice Written company statements Press releases Don’t show up Set something up and never go there Be present sporadically
  12. 12. How to be credible Be present every day Commit resources for personnel and training Keep information current Be transparent Be clear about what that means Use people’s interests to choose your topics Prevention Chronic health problems Access to healthcare Be personable You know how Take time to build trust Engage consistently over time
  13. 13. The business benefit TRANSPARENCY BUILDS TRUST TRUST DRIVES BUSINESS When people trust your brand they buy, recommend, and support what you offer
  14. 14. Summary – Get to know:
  15. 15. Summary – Get to know:
  16. 16. Summary – Get to know:
  17. 17. Summary – Get to know:
  18. 18. Summary – Get to know:
  19. 19. Summary – Get to know:
  20. 20. Leaders: J&J Marc Monseau
  21. 21. Leaders: Novartis & Novo Nordisk Erik Hawkinson Craig DeLarge
  22. 22. Leaders: Mayo Clinic Lee Aase
  23. 23. Where’s the low-hanging fruit? Most community value / Best biz potential / Least risk <ul><li>Marketing </li></ul><ul><li>Research </li></ul><ul><li>(existing) Patients </li></ul><ul><li>(potential) Consumers </li></ul><ul><li>Health Care Providers </li></ul><ul><li>Health Communities </li></ul><ul><li>Corporate </li></ul><ul><li>External Comms </li></ul><ul><li>Internal Comm/Collaboration </li></ul><ul><li>Activities </li></ul><ul><li>Listening </li></ul><ul><li>Sponsoring </li></ul><ul><li>Informing/Educating </li></ul><ul><li>Collaborating </li></ul><ul><li>Dialoguing </li></ul><ul><li>Reminding </li></ul><ul><li>Applications </li></ul><ul><li>Blogging </li></ul><ul><li>Wikis </li></ul><ul><li>Micro-blogging </li></ul><ul><li>Video/pod -casting </li></ul><ul><li>Focused communities </li></ul><ul><li>Lifestream platforms (e.g. F’book) </li></ul><ul><li>E-mail/Texting </li></ul><ul><li>Mobile </li></ul>
  24. 24. Thank You… <ul><li>Steve Woodruff: </li></ul><ul><li>www.stevewoodruff.com </li></ul><ul><li>Text swoodruff to 50500 (digital biz card) </li></ul><ul><li>Twitter: @swoodruff </li></ul><ul><li>Betsy Raymond Stevenson: </li></ul><ul><li>www.raymondstevenson.com </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: @Betsy_RSHC </li></ul><ul><li>Social Media for Corporate Communicators free weekly updates/feedback: http://bit.ly/2HKwdo </li></ul><ul><li>Getting started with Social Media free e-book, and many more links/resources: http://bit.ly/socialrx </li></ul>
  25. 25. Social Media Tips and Resources….
  26. 26. New to Web 2.0? Get to know it – have fun!
  27. 27. Getting to know Web 2.0 -- Process and Resources <ul><li>Find & Follow – </li></ul><ul><li>social media experts </li></ul><ul><ul><li>PR 2.0 Strategies , blog by Deirdre Breakenridge (@dbreakenridge) </li></ul></ul><ul><ul><li>Community and Social Media , blog by Chris Brogan (@chrisbrogan) </li></ul></ul><ul><ul><li>Mashable.com , blog </li></ul></ul><ul><ul><li>The social media guide </li></ul></ul><ul><ul><li>TwiTip , blog by Darren Rouse (@twitip) </li></ul></ul><ul><li>Four Steps to becoming ‘knowledgeable enough’ – </li></ul><ul><ul><li>Join </li></ul></ul><ul><ul><li>Public sites </li></ul></ul><ul><ul><ul><li>Like Facebook </li></ul></ul></ul><ul><ul><li>Private groups </li></ul></ul><ul><ul><ul><li>Like SocialPharmer </li></ul></ul></ul><ul><ul><li>Search for Value & Follow </li></ul></ul><ul><ul><li>Twitterati </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Participate </li></ul></ul><ul><ul><li>Comment on blog posts </li></ul></ul><ul><ul><li>Give status updates </li></ul></ul><ul><ul><li>Forward good information </li></ul></ul>
  28. 28. Search – What are other companies doing? And where?
  29. 29. What do the experts say about healthcare social media? <ul><li>Blogs </li></ul><ul><li>Eye on FDA, blog by Mark Senak (@eyeonfda) </li></ul><ul><ul><li>Mark tracks pharma on social media – also check his YouTube site </li></ul></ul><ul><li>Dose of Digital, blog by Jonathan Richman (@jonmrich) </li></ul><ul><ul><li>Pharma and e-marketing </li></ul></ul><ul><li>Pharma Strategy, blog by Sally Church (@MaverickNY) </li></ul><ul><ul><li>Product marketing </li></ul></ul><ul><li>Impactiviti, blog by Steve Woodruff (@swoodruff) </li></ul><ul><ul><li>Social marketing </li></ul></ul><ul><li>RSHC Snapshot, blog and media trends by Betsy Raymond Stevenson (@Betsy_RSHC) </li></ul><ul><ul><li>-- Pharma/Biotech Corporate Communications </li></ul></ul><ul><li>Private Communities </li></ul><ul><li>Social pharmer.ning.com, Shwen Gwee (@shwen) </li></ul><ul><ul><li>Private community for anyone in pharma and healthcare interested in social media </li></ul></ul><ul><li>Pharmatweetical.com, John Mack (@pharmaguy) </li></ul><ul><ul><li>The pharmaceutical community on Twitter </li></ul></ul>
  30. 30. Develop a vision… <ul><li>How can Web 2.0/Social Media -- </li></ul><ul><ul><li>benefit your stakeholders </li></ul></ul><ul><ul><ul><li>Patients </li></ul></ul></ul><ul><ul><ul><li>Investors </li></ul></ul></ul><ul><ul><ul><li>Clinicians </li></ul></ul></ul><ul><ul><ul><li>Colleagues </li></ul></ul></ul><ul><ul><li>advance your company’s mission </li></ul></ul><ul><ul><ul><li>Improve therapeutic outcomes </li></ul></ul></ul><ul><ul><ul><li>Improve quality of life </li></ul></ul></ul>Consider social media strategies and projects Identify your low-hanging fruit … think it through