Euro RSCG Life FDA Presentation
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1 Presentation of Larry Mickelberg Chief Digital Officer, Euro RSCG Life Public Hearing on Promotion of FDA-Regulated Medical Products Using the Internet and Social Media Tools November 12, 2009
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Copy of presentation from November 12, 2009 FDA Social Media hearing
Transcript of Euro RSCG Life FDA Presentation
1
Presentation of Larry Mickelberg Chief Digital Officer, Euro RSCG Life
Public Hearing on Promotion of FDA-Regulated Medical Products Using the Internet and Social Media Tools
November 12, 2009
About our testimony
• To support our testimony today, Euro RSCG and MicroDialogue LLC conducted proprietary research and analysis leveraging various social media tools and sources.
• We deployed a survey to 1,228 social media users and analyzed thousands of verbatims and other conversations across blogs, Twitter and forums. A health-specific follow-up survey was deployed to 520 social media users
— We define social media users as people who engage with others online and social media as the platforms for this engagement
• The data is based on survey results and other conversations that occurred around October 2009.
Consumers report using much more electronic communication
Electronic Interactions
NOW VERSUS…
% Daily Usage
Digital socialization has become a part of daily life
Social media is just a fad (%)
Despite chatter in the media, consumers do not believe social media is a fad.
Some expect it to become an even bigger part of their social lives.
I expect in the future more of my social life
will happen online (%)
90% would turn to online source for health-related information
89% of consumers consider Internet a reputable source for health-related information
82% of consumers have turned to the Internet for info about a particular health treatment
44% stated they would turn to a social media site for health information
Majority of consumers trust health-related information they find online
Yes, often
Yes, sometimes
Yes, once or twice
No, but I would if I needed to
No, and I don’t plan to
% Researched Particular Treatment
82%
Only 9% are close-minded to online health research, skewed toward 21-24 demo
Reasons Turned to Internet (%)
Consumers satisfied with availability and quality of safety information online
Yes, plenty of safety info available
Yes, but want to see more safety info
Yes, but it’s confusing
No, difficult to research a particular treatment’s safety info
No, not enough info made available
Health safety info important to consumers and significant determinant of quality
Effectively communicating that safety information is the core challenge
Consumers are finding online health information relevant and positive
Positive, found right info, felt informed
Positive, found right info but sought add’l info
Neutral, found some info, but sub-par quality
Neutral, found some info, but confusing
Negative, I did not find what I wanted
Negative, I did not trust the info I found
Never researched particular treatment online
62% Positive
Top-2 Box
% who describe experience researching particular treatment as:
Most consumers take meaningful action on the health information they find
Use of online and social media by consumers improves physician interactions
65% of online/social media users for health info found social media info helpful when they eventually spoke to physician
90% would do it again and/or recommend others to do so
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Thank you. Larry Mickelberg Chief Digital Officer, Euro RSCG Life
Public Hearing on Promotion of FDA-Regulated Medical Products Using the Internet and Social Media Tools
November 12, 2009
