Five Questions About Social Media and Pharma
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Q&A Five tough questions product managers are asking about social media
description
Five key questions product managers are asking about how to manage their brands and their risk in social media.
Transcript of Five Questions About Social Media and Pharma
Q&A Five tough questions product managers are asking about social media
Don’t we expose ourselves to more adverse events?
Only a tiny fraction of social media posts contain reportable AEs.
You may have seen this Nielsen map. It looks at 500 random posts:
A 494 messages mention an identifiable patient
B 100 messages mention a specific medication
C 56 messages mention an identifiable reporter
D 14 messages both mention a specific medication and an identifiable reporter
E 4 messages mention an adverse experience and include and identifiable patient and a specific medication
F 1 message also included an identifiable report
That’s a .2% chanceNielsen Online, “Listening to Consumers in a Highly Regulated Environment,”8/2008
What if someone says something else negative
THEY ALREADY CAN (& DO)
On iGuard, WebMD, iVillage, Twitter, etc., etc.
NEGATIVE = CREDIBLE
People trust positive comments more when they also see negative
There will always be negative comments about your brand. Ultimately, it’s what you do about it - act on it, respond
to it, change it - that builds social media esteem
Can we just disable comments and push content out?
Halfway social isn’t social
It has to work the way people expect it to work
What do you expect from the FDA?
Good news: The FDA understands the issue
A lot of it revolves around the five questions we posed … things like
accountability, responsibility, ownership
of the information and regulatory requirements.
[The codes] were written decades and
decades ago… people weren’t thinking about
Twitter back then.
Dr. Jean-Ah King, Special Assistant to the Director in DDMAC
What do you expect from the FDA? (CONTINUED)
Bad news: We’ve got a long way to go
Technology will keep changing
No guarantee of guidance
Comment period is still open
Any draft guidance has comment period
Feb 24 speech is just an update on what they’ve heard
One possible outcome is “status quo”
If it is written, look for a 90-day review + iteration
Any guidance won’t be technology-specific and won’t know the next evolution
Is it really worth it?
70% of
consumers believe pharma
information from their non-expert peers is credible
48% of
Americans trust pharma less than they did five years
ago
YES.
Could it be because we’re not part of the conversation? Push advertising isn’t going to change those numbers. Engaging and adding value is.
iCrossing, How America Searches: Health and Wellness, January 2008
DDB, Health is the New Wealth, 2009
