On January 27, 2010, Spectrum and Aurora presented a PRSA webinar on how to leverage social media in a regulated industry. It is important for the health care industry to begin 2010 with a clear vision for embracing social media. In 2009, health care regulators finally started to address the issue - from the FDA's public hearings to the creation of a digital marketing working group by the UK's Pharmaceutical Marketing Society. There is no denying that consumers are constantly turning to the Internet as a source for health information. As communications professionals, we need to understand the opportunities, challenges and threats of the emerging digital world.
- 1. Social Media and Health Care:A Global Perspective: How to
Leverage Social Media in a Regulated Industry January 27, 2010 3
p.m. EST
2.
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- John Seng, President and CEO of Spectrum ,one of the top
independent health care-only public relations firms in the U.S.
Seng is also co-founder and chair of GLOBALHealthPR
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- Neil Crump, Co-Founder and Managing Director of Aurora, one of
the premiere independent communication firms in the U.K. focusing
exclusively on health care. Crump is also a partner in
GLOBALHealthPR
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- Kevin Walsh , Vice President of Digital Strategy at Spectrum,
one of the top independent health care-only public relations firms
in the U.S.
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- The importance of digital media.
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- What challenges medical companies face in the global digital
landscape.
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- What opportunities arise as a result of digital media.
Introduction 3.
- GLOBALHealthPR is the largest independent public relations
group dedicated exclusively to health and medical communications
worldwide.
- GLOBALHealthPR implements national, regional and global
objective-led campaigns that are culturally relevant and will work
in the US, and major European, Latin American and Asian
markets.
- GLOBALHealthPR'sGlobal Guide to Pharma Marketing Codesis
designed to help pharmaceutical marketers and public relations
specialists more effectively design global campaigns by serving as
a simple resource to help navigate health care marketing and
promotion regulations around the world.
GLOBALHealthPR 4.
- Only two countries in the world allow promotional communication
about prescription medicines to consumers (U.S. and N.Z.).
- Digital media has global reachwww.drugbrandname.comcan be
assessed by non-US citizens.
- In MOST countries outside the U.S., disease awareness campaigns
(that do not create demand for a specific treatment) are
allowed.
- Digital media can be employed in MOST countries (although wide
difference in local regulations).
- Careful in the use of language:
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- Digital Media: All encompassing. One-wayonline/Internet-based
communication channels.
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- Social Media (Web 2.0): Interactive, o nline activity where
genuine two-way communication takes place between a client and
their audiences.
The Global Digital Paradigm 5. Why Digital Matters Data provided
by The Pew Research Center for the People and the Press 6. Why
Digital Matters Data provided by The Pew Research Center for the
People and the Press 7.
- Find and Reach motivated audiences
What Are Your Objectives in Using Digital Media? 8. How Can You
Reach These Objectives with Digital Media? Listening Actively
listen to your brand, your competition and your industry in the
digital sphere. Identify the top influencers for your brand, your
competition and your industry and engage with them.B rand .
Engagement Transparency
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- Build authentic and transparent relationships with your
audiences and influencers.
9.
- There are three main obstacles to consider with social
media:
What are the Challenges in the Digital Landscape in the U.S.?
10.
- During Novembers FDA hearing on the use of social media, it
became clear that pharmaceutical and medical device industries
would like to see clear guidance from the FDA on their
responsibilities in the social media space.In particular for
adverse event reporting (AER) as this is a major issue that both
pharma companies and the FDA is grappling with.
- Anadverse event(AE)is a harmful and undesired effect resulting
from a medication or other intervention such as surgery.
- What do you need to have a reportable adverse event?
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- Specific drug or biologic involved in the event
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- Adverse event or fatal outcome
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- *If you dont have all four, the FDA wont accept an AE
report.
Regulatory Challenges 11.
- In 2008, Nielsen randomly selected 500 healthcare-related
messages posted online across multiple disease categories from the
massive amount of content they monitor daily.
- They then analyzed these messages to see if any met the
requirements for a reportable adverse event.
- Out of the500 messages , Nielsen found onlyone messagethat
incorporated the information needed to meet all four of the FDAs AE
reporting requirements.
- One message out of 500 translates to .002%. The probability of
your house being struck by lightening is higher (.005%).
Adverse Event Reporting and Social Media 12.
- Nielsen regularly scans more than 100 million sites. Around
1,350 of these are healthcare-specific and have some discussion
component to them (forums, blogs, Q&A, etc.). These 1,350 sites
generate almost 83,000 new posts every day. While this might seem
overwhelming at first its not
Adverse Event Reporting and Social Media 13.
- Its important to remember that pharma companies are not
required to monitor everything out there and you only have to
report events that are reported to you, controlled by you or events
that you come across elsewhere online.
- To put the numbers in perspective:
- 12,777 pharmaceutical companies in the US (www.Manta.com)
- Should this be a reason to curtail social media usage?
Adverse Event Reporting and Social Media 14.
- Regardless of attendance at the public hearing, interested
parties can submit written or electronic comments to the FDA until
February 28, 2010.
What Happens Next? 15. Competition Challenges The first step in
any campaign is a digital audit. This will help you understand the
role you and your competitors play in the digital arena.Today with
a fixed number ofpotential clients your competition is only going
to increase with time and two or three years down the road, youll
wish you had as easy competition as you do now.Company A ($10.5
billion in 08sales, 34,500 employees) Corporate X X HR BrandX X X X
X Company B ($5.8 billion in 08 sales, 18,000 employees) Corporate
X X X X HR X X X Brand X X X X X Company C ($1.6 billion in 08
sales, 9,700 employees) Corporate X X X X X HR X X Brand X X X X X
Company D ($7 billion in 08 sales, 28,000 employees) Corporate X X
X HR Brand 16.
- Within social media, there is now an ongoing conversation about
your brand, competition or industry. That conversation will
continue to happen, regardless of your participation.
- By engaging in the online conversation, you have the
opportunity to identify these negative conversations and be in a
position to quickly spot any potential issues.
Brand Reputation 17.
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- In MOST countries outside the U.S., disease awareness campaigns
(that do not create demand for a specific treatment) are
allowed.
-
- Digital media can be employed in MOST countries (although wide
difference in local regulations).
- Regulations specific for the use of digital media do not really
exist in MOST markets.
- Regulations specific for the use of social media do not
exist.
- Innovative companies are using digital media using the
principles of traditional channels and in MOST cases this is NOT
causing any problems.
Digital Media Use Outside the U.S. 18. Use of Digital Media
Webcasting Carer Websites Disease Awareness Other Applications 19.
Use of Social Media YouTube Campaigns Twitter 20.
- Instead of waiting a year or longer for the FDAs guidelines,
develop social media policies now. As a first step, companies
should produce and enforce social media guidelines.
- Pharma should be listening. There is a goldmine of knowledge on
the web. Given the likelihood that finding an AE online has such a
low probability, listening becomes even more important. (Ensure
your monitoring teamsare drug safety trained!)
- Become comfortable with digital tactics by using social media
to promote corporate communications, investor relations,
HR/employment, etc.
- Remember its important to integrate digital/social media
tactics into your already established communications methods,
rather than keeping them separate.
What You Can Do Now? 21.
- Spectrum:www.spectrumscience.com
- Aurora:www.auroracomms.com
- GLOBALHealthPR:www.globalhealthpr.com
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- @Beatlemaniacs (John Seng)
Resources 22. Questions? 23. Thank You