Cadient Fda Social Media Nov 13 09 Final

CONFIDENTIAL | ©2008 CADIENT INTERACTIVE | A CADIENT GROUP COMPANY

Drivers of Digital Responsibility

in Healthcare

FDA Hearings on Social MediaNovember 13, 2009


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Consulting Services Agency Services Technology Solutions

A Leader in Strategically Integrated Healthcare Marketing

• 100% focused on healthcare audiences

• Combined expertise in content and technology development

• Early innovator in social media with medicines, medical devices, associations, and government

Jim WalkerDirector, Emerging MediaCadient Interactive

• 15 years interactive marketing experience within pharmaceutical industry

• Extensive background in eLearning and social media consulting


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Ensuring Both Access and Balance in the Social Media Space

access balance

Section III. Question 2

How should product information be presented using various social media tools to ensure that the user has access to a balanced presentation of both risks and benefits of medical products?


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Access and Health Literacy:Does Anyone Understand What We’re Saying?

Health Literacy: “The degree to which individuals have the capacity to obtain, process, and understand basic health information and services needed to make appropriate health decisions.”*

Our best customers: Adults whose functional literacy was in the bottom 20% were likely to have 3 times as many prescriptions filled than adults with higher functional literacy.

*Healthy People 2010, U.S. Department of Health and Human Services, Office of Disease Prevention and Health Promotion


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Access and Health Literacy:Does Anyone Understand What We’re Saying?


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Condition-specific Literacy

*Relative word incidence from three major diabetes products


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Access and Consistency Across Channels:Speaking in a Fragmented World

Why is health literacy a critical issue for healthcare and social media?

Exposure to information is now spread across dozens of touchpoints, containing widely varying degrees of both credibility and clarity.


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Access and Consistency Across Channels:Playing the Healthcare Credibility Challenge

Which people (or info sources) in your social network are both credible and clear with regards to medical advice?


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Finding Balance: Where Can We Be Credible?

Where can industry speak with credibility in the social space? On what topics?

Branded Information

Indication RelatedInformation

Preventionand Compliance


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So How Do We Best Serve the Patient?

Credible and transparent pharmaceutical participation in the social space can:

• Help dramatically improve health literacy

• Help blunt the influence of misinformation

• Provide a balanced voice in an unbalanced medium

• Provide support for niche communities

• Provide timely and accurate response to medical news


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Finding Balance: Transparency

Once a credible voice has been defined, the social media space is a medium that demands transparency.

Steps towards transparency:

• Designated company social spokesperson

• Alignment with FTC model for disclosure

• Social-based safety education and health literacy center


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Two Steps for Moving Forward

I. FDA Consumer PanelCreate an FDA consumer panel to better understand the relationship between social media channels and health literacy, demographics, and chronic conditions.

II. Socialize the solutionSolicit innovation from associations, industry, and consumers on how to provide credible and transparent information in the social space. Challenges and grants can focus on ways to fix specific issues around these situations.


Thank you!

[email protected]/jimwalks

mailto:[email protected]

Health & Medicine

Cadient Fda Social Media Nov 13 09 Final