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Social Media & Pharma
Presented by:
Dale CookePhillyCooke Consulting @PhillyCooke [email protected]
24 June 2015
PhillyCooke Consulting helps companies develop compliant communications about FDA-regulated products, with an emphasis on new and emerging digital communication channels, including social media. PhillyCooke Consulting services focus on 1. Review & Approval Process Improvement 2. Training 3. Promotional Review of Tactics 4. Policy Development 5. Documentation Review & Development
Today’s Topics 1.Importance of Social Media 2.Key Challenges
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Shifting Media Consumption
Print Radio TV Other Non-Digital
Desktop/Laptop
Mobile Other Digital
6%
23%
18%
2%
37%
12%
3% 4%4%
22%
7%
41%
15%
8%
2010 2014% of time spent with each channel of all time spent with media per day eMarketer October 2014
Shifting Media Consumption
Print Radio TV Other Non-Digital
Desktop/Laptop
Mobile Other Digital
6%
23%
18%
2%
37%
12%
3% 4%4%
22%
7%
41%
15%
8%
2010 2014% of time spent with each channel of all time spent with media per day eMarketer October 2014
All digital went from 30% to 47%
Shifting Media Consumption
Print Radio TV Other Non-Digital
Desktop/Laptop
Mobile Other Digital
6%
23%
18%
2%
37%
12%
3% 4%4%
22%
7%
41%
15%
8%
2010 2014% of time spent with each channel of all time spent with media per day eMarketer October 2014
Mobile exploded from 4% to 23%
Is it So-Mo or Mo-So?Minutes Spent on Social Media
Online 32
Mobile 35
Tablet 15 Smartphone
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7eMarketer April 2014
Photo by Michael Coghlan via Flickr
Photo by Michael Coghlan via Flickr comScore Mobile Metrix, US December 2014
1 in 5 minutes spent on mobile is on Facebook
Demography Is Destiny
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10%
90%of millennials trust health information or engage in activities found via social media
Social media "likes" healthcare, 2012
Photo by NEC-Medical-51 via Flickr
Doctors are people too!
Physician Adoption of Social Media, June 2014 Photo by NEC-Medical-51 via Flickr
Doctors are people too!
44%
56%of HCPs use social media for professional purposes
Key Challenges
Technology Evolves Rapidly
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Regulation Doesn’t ‣ FDA’s social media guidance released in
2014 ‣ First official mention of Twitter in 2011 ‣ Process for reviewing materials developed for
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Disparate Platforms & Uses
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Similar Issues ‣ Responsiveness ‣ Sharing ‣ Liking ‣ Commenting ‣ User-generated content ‣ Off-label comments ‣ Adverse event reporting ‣Meeting FDA filing requirements
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Questions? Dale Cooke PhillyCooke Consulting
[email protected] @PhillyCooke on Twitter PhillyCooke.com www.Scribd.com/Dale_Cooke www.slideshare.net/PhillyCooke
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Speaker Bio: Dale Cooke Dale Cooke is the president of PhillyCooke Consulting, which provides advice and training to companies about developing compliant promotional materials for FDA-regulated products. Dale has worked with more than 30 pharmaceutical and medical device clients around the world. His insights have been featured in the Wall Street Journal’s Health blog, The Pink Sheet, MedAdNews, PharmExec, and others. Dale is an active member of the Regulatory Affairs Professionals Society (RAPS), Drug Information Association (DIA), Food and Drug Law Institute (FDLI), and the Alliance for a Stronger FDA. He also serves on the faculty of the University of California San Francisco’s American Course in Drug Development and Regulatory Sciences program.
Dale is the author of Effective Review and Approval of Digital Promotional Tactics, which is part of FDLI’s primer series. He is regularly invited to speak at industry conferences on topics including FDA enforcement trends, best practices for review processes, global review practices, and life sciences use of social media. Previously, Dale served as the head of Regulatory for Digitas Health LifeBrands, which is part of the Publicis Healthcare Communications Group.
Dale earned his B.A. in Philosophy from Southern Methodist University, an M.A. in Analytical Philosophy from the University of Arizona, and studied Epidemiology and Biostatistics at Drexel University’s School of Public Health and Healthcare Compliance at Seton Hall University’s School of Law.
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