Facebook Pharma Changes

May 2011

LiveWorld POV By Jenna Woodul

Chief Community Officer

liveworld.com

Your brand lives in the voice of your customers

LiveWorld C

onfidentialPatent Pending

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 2

1: LiveWorld. Your social marketing company.

Posts vs. comments

• Brands can disable fan posts to the Wall.• But fans can still comment on brand posts.• Pharma used to be able to request exceptions.

Fan post Fan comments

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 3

1: LiveWorld. Your social marketing company.

Until now, pharma could request no fan comments.As of now, no more such brand Page “whitelisting.”

• Pages can disable posting, but not commenting.• Most pharma no longer able to request no comments.• Exceptions:

• Branded Pages for prescription drugs• Pages for disease states with only one treatment

The change

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 4

1: LiveWorld. Your social marketing company.

As of August 15, 2011

Non-excepted Pages must allow fan comments.

As of August 15, fans can leave comments on pharma Wall posts

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 5

1: LiveWorld. Your social marketing company.

Get prepared for the change

Moderate or terminate your Page – there’s no other option!

• FDA regulations require reporting adverse events.

• Off-label use represents additional risk.

• So does undesirable content like spam and profanity.

• Plus, interaction with users can be a very good thing!

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 6

1: LiveWorld. Your social marketing company.

The opportunity

Online venues are increasingly a major source of…

• Health information• Sharing of experience• Support

Companies can help with and benefit from that dynamic.

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 7

1: LiveWorld. Your social marketing company.

If legal concerns hold back brands

Both the public and the companies lose benefits:

• People share experience living with health issues.• Plus, get reliable information from experts.• Pharma shares from its knowledge base.• Directly responds to issues & questions.• Provides customers with a connection to others.• Learns a lot from customers.

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 8

1: LiveWorld. Your social marketing company.

People will always talk

Regardless of whether companies keep their Pages…

• People will find a place to talk somewhere on the web.• Pharma needs the ability to

• Respond• Correct• Connect (in a venue they own and control)

That’s harder to do in thousands of possible web places.

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 9

1: LiveWorld. Your social marketing company.

While waiting for the FDA

Although the FDA hasn’t yet clarified its online rules,companies should…

• Keep their Facebook Pages open.• Invest further in them.• Provide diligent moderation of public comments.

(See LiveWorld comments to the FDA)

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 10

1: LiveWorld. Your social marketing company.

Best practices: Moderation

Facebook moderation programs, with focus on…

• Off-label use• Adverse events

• Connecting to brand’s normal process for reporting when all parameters for submission are present:

• Identifiable patient• Identifiable reporter• Specific product involved• Adverse event

• Providing addresses/forms for users to self-report

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 11

1: LiveWorld. Your social marketing company.

Best practices: Responsibility

Take and demonstrate responsibility!With identified, credentialed brand representatives…

• Participating on the Facebook Page• Answering questions• Interacting knowledgeably with people

• Discussing valid issues• Providing guidance• Correcting misinformation

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 12

1: LiveWorld. Your social marketing company.

Good results

Companies are accessible & accountable for all marketing:• Advertising• Product-related content• Articles, blogs, and comments from their own people

The public gets: • Accurate information• Channel for questions or concerns• Benefits from sharing experience with other customers

LiveWorld Confidential

LiveWorld ConfidentialYour brand lives in the voice of your customers 13

1: LiveWorld. Your social marketing company.

How LiveWorld can help

LiveWorld services for pharma: • Facebook moderation• Community strategy and programming • Curation and conversation platforms

E-mail us: sales@liveworld.com