Post on 10-May-2015
description
Pharma and Healthcare Social Media Principles
Jonathan Richman
Director of Business Development, Bridge WorldwideBlogger, Dose of Digital
The Principles
Be Aware, Not Afraid Monitor and Get Involved All About E.V.E. Prepare to Surrender Control It’s Not About You
Be Aware, Not Afraid
Be Aware, Not Afraid
The #1 objection to social media among healthcare companies:
Adverse Event Reporting
Be Aware, Not Afraid
The Myth:
If given a forum, patients will post “adverse events” that need to
reported to FDA.
Be Aware, Not Afraid
The Reality:
1 in 500 posts actually contain all the information required for an
adverse event report.
Be Aware, Not Afraid
Get Nielsen’s Whitepaper: http://bit.ly/YqmrD
Required for reporting:
1. an identifiable patient2. an identifiable reporter3. a specific drug or biologic involved
in the event4. an adverse event or fatal outcome
Only 1 in 500 posts have all this info.
Be Aware, Not Afraid
Summary
Very few posts will ever have a reportable adverse event Use adverse events as a “canary in the coalmine” to
identify issues before they become too large to manage Develop a simple policy for handling these issues
Monitor and Get Involved
Monitor and Get Involved
Be aware of what people are saying about you Join the community now and not during a crisis when it’s
too late
Video URL: http://www.youtube.com/watch?v=BmykFKjNpdY
A crisis like this...
Monitor and Get Involved
One tweet starts a firestorm
Monitor and Get Involved
Monitor and Get Involved
Leading to a public apology
One weekend and just 7000 Tweets to take down MotrinOne weekend and just 7000 Tweets to take down Motrin
Monitor and Get Involved
Summary
Some Lessons Learned: - Neither McNeil nor the agency that created the ad had a Twitter
account- Neither were monitoring Twitter for brand mentions
Monitor and Get Involved
It’s All About E.V.E.
No, not that one...
All About E.V.E.
Expected Visitor Experience (E.V.E.): the set of activities and functions that an average user would expect to find and use on a specific digital platform.
“Does your social media program work like I think it should to work?”
All About E.V.E.
Don’t be this guy.Shouting, but no one’s listening.
Shouting
Listening
Shouting
Listening
Irony
...and then violate FDA rule one by not providing fair balance where product and usage are mentioned
P.S.: You act “conservatively” on Twitter to avoid a warning letter...
You take the leap onto YouTube....
...but disable some favorite features
...but disable some favorite features
This isn’t whatthe people want.
Remember:It’s all about E.V.E.
All About E.V.E.
Summary
Use each social media site as it was intended or you’ll find yourself alone
This means (for example)......you have to interact on Twitter...you have to enable “The Wall” on Facebook...you have to allow comments and ratings on YouTube...you have to permit comments on your blog
Prepare to Surrender Control
Prepare to Surrender Control
You can’t control what people say about your brand If you try to, you instantly lose credibility with the
community (and sales)
Prepare to Surrender Control
You can’t control what people say about your brand If you try to, you instantly lose credibility with the
community (and sales)
And besides, you’ve already lost control
Prepare to Surrender Control
I would “hold” the medication until you go see your doctor in personI would “hold” the medication until you go see your doctor in person
Prepare to Surrender Control
Who is “catspajamas” and why is he/she giving medical advice about your brand?
Prepare to Surrender Control
Prepare to Surrender Control
Do you have ratings on your product site?
Prepare to Surrender Control
Don’t worry...iGuard is doing it for you.
Okay with you?
If you’re participating, be honest...
If you’re participating, be honest...
An AstraZeneca IP address
...someone will figure it out and tell the world.
If you’re participating, be honest...
Prepare to Surrender Control
Summary
Know that you can’t control what people say about your product
You CAN correct inaccurate information, but do it openly and supported by facts
Never, ever pretend to be someone else
It’s Not About You
It’s Not About You
Customers care about their needs and not your products You must meet your customers’ needs first before your
own Bringing “meaning” to your customers is how you get
their attention and loyalty
It’s Not About You
You Promise This --“Review Treatments”
It’s Not About You
But Give Me This --A mention of your drug
You Promise This --“Review Treatments”
It’s Not About You
But Give Me This --A mention of your drug
You Promise This --“Review Treatments”
What if you actually gave me what I was promised?
How many more pairs of Nikes does the free Nike+ application sell?
It’s Not About You
Community created by Valeant, the makers of Diastat Acudial for seizures.
Does anyone seem to mind?
It’s Not About You
The best source for PKU information happens to have been created by the brand that makes a treatment for PKU.
What are you the best source of?
It’s Not About You
200,000 posts all about your product...on your site.
Where is everyone discussing your product?
It’s Not About You
It’s Not About You
It’s Not About You
Summary
Start with unbranded experiences to help your community of customers – education and awareness is part of your remit
Let the discussion take center stage and don’t sell Customers will flock to the places where there is genuine
value
The Principles
Be Aware, Not Afraid Monitor and Get Involved It’s All About E.V.E. Prepare to Surrender Control It’s Not About You
Starting Tomorrow...
Learn from others (for examples go here: http://bit.ly/B3PR7) - Imitation is the sincerest form of flattery, so learn from others.
Get involved and familiar with the technology- You won’t know what works until you see for yourself.
Find out where your customers are and what they’re doing- Don’t do something unless your customers are also.
Educate your colleagues - You may understand it all, but do the people who have to approve it?
Try something- Start small, but just start. See what it’s like before you commit big money.
Contact:
Jonathan Richman Director of Business Development, Bridge Worldwide Blogger, Dose of Digital
513-381-1380 j.richman@bridgeworldwide.com