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Social Media Rules for FDA-Regulated Industry Mike Myers & Mike Smith@mikermyers@mikesmith55+1

It all works because of connectivity+We dont have a choice on whether we do social media, the question is how well we do it- Erik Qualmen

+Todays outlineBe aware, not afraidUnderstand the mediumsMonitor and get involvedIts all about the brand experienceIts not about you

+Be aware, not afraid+Be aware, not afraidThe #1 objection to social media among healthcare companies

Adverse Event Reporting!

+Be aware, not afraidThe Myth

If given the opportunity, patients will post adverse events that need to be reported to the FDA

+Be aware, not afraidThe Reality

1 in 500 posts actually contains all the information required for an adverse event report

+Understand the mediums+Understand the mediums

+Bad artists imitate, good artists steal.- Pablo Picasso

Facebook+Facebook is the most popular social media siteOver 800 million usersMore than 50% of active users log on to Facebook in any given dayOn average, more than 250 million photos are uploaded per dayMore than 70 languages available on the siteOn average, people on Facebook install apps more than 20 million times every day Average user is connected to 80 community pages, groups and events Compared with other social media sites, users tend to spend the most time on Facebook and view the most pages thereSources: Facebook.com/pressAlexa.comhttp://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site

+Compared with all of Facebook, health/pharma pages have been less popular+ Early usage focused largely on disease state sites and patient communities

+ Facebooks ongoing adjustments

Pages focused on companies themselves and on disease or patient-specific communities are now open to commentsThose focused on a specific prescription products continue to be closedMany companies have removed sites and are waiting to see what happens next

+ Yet some companies continue to engage

+And are succeeding

+Pharmawall is a good solution (and reasonably priced-and not sold by us)+Rise of the ePatients and patient advocates

+Sanofi-AventisCase study of what not to doShirley Ledlie, a cancer survivor, comments on their site about her permanent hair loss post using TaxoterePatient returns to site and finds her post(s) deleted

Shirley goes ballistic in the social media spaceSanofi-Aventis pulls down the ability to comment on their site (eventually reopened)+YouTube+YouTube has the highest number of page views compared with other social media sitesQuantcast estimates that 400 million unique viewers visit each monthYouTube is the second most trafficked site globally

Sources: Alexa.com.http://www.analyticsseo.com/blog/average-website-metrics-google-analytics-bounce-rate-time-on-site.Reach Gen-Y with YouTube video marketing by David Schwartz, SOS marketing blog.Most viewed video belongs to Justin Bieber ~650 Million views!+23YouTube video statistics48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day Over 3 billion videos are viewed a day More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years 70% of YouTube traffic comes from outside the US YouTube is localized in 25 countries across 43 languages YouTube's demographic is broad: 18-54 years old800M unique users visit YouTube each monthYouTube mobile gets over 400M views a day (up 3x year/year), representing 13% of daily views

Source:1. http://www.youtube.com/t/press_statistics+24YouTube provides a different element to social media than Facebook and Twitter Facebook and Twitter are used to stimulate conversation, push information, and/or organize eventsYouTube doesnt stimulate conversation but serves as a medium to push and share a large amount of contentSources:1. http://www.reelseo.com/relevant-video-advertising-monetization/+25The most popular channel on YouTube, VEVO, has over 50 billion views

Pharma YouTube accounts have relatively few subscribers and channel views compared with popular consumer channelsThe channel with the most subscribers, Ray William Johnson, , has almost 5 million subscribersYouTube provides the easy presentation of fair balanceYouTube is VERY popular with pharma+26

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Twitter+Twitter : broadcast of status updatesDefinition of the word Twitter:a short burst of inconsequential information; chirps from birdsTwitter is a service that uses Short Messaging Service (SMS) to tell small groups what you are doing. Twitter was the first service/app to marry short code messaging, SMS, with a way to create social groups Source: http://en.wikipedia.org/wiki/TwitterVS1 : 1 1 : MANY

+Compared with all of Twitter, pharmaceutical pages are less popular+Pfizer_News identifies that employee is tweeting on behalf of the company

Note: the @pfizer handle was grabbed by someone outside of the corporate level of the organization +Johnson&Johnson established the best practice of having a face represent the brand rather than a corporate logo

And then he left+Novartis follows few Twitter accounts but has acquired almost 20,000 followers

+AstraZeneca

+Patient advocates: Charlie Kimball, the only licensed racecar driver with type 1 diabetes, tweets for Novo Nordisk on both disease state and his personal account

+Monitor and get involved+Monitor and get involvedBe aware of what people are saying about your brandLook outside pharma and healthcare to see what is possible

+Monitor and get involved

One tweet starts a firestorm+Monitor and get involved

And one very public apology+Monitor and get Involved+Neither the client or the agency that created the ad had a twitter account. Neither were monitoring Twitter for brand mentions46Pfizer Facebook campaign

Blog post complained it was offensive to womenPfizer had been deleting critical comments on its Facebook pageSnowball effect ensuedAd removed apology issuedLesson learned?+ Its all about the brand experience+Brand experience

+49Brand experience

+Neither the client or the agency that created the ad had a twitter account. Neither were monitoring Twitter for brand mentions50Brand experience

+Being responsive to unmet need51Brand experience

+Helping not selling (Chantix My Time to Quit)52Its not about you+Phenylketonuria (PKU) is a rare condition in which a baby is born without the ability to properly break down an amino acid called phenylalanine.

Its not about youBabies with PKU are missing an enzyme called phenylalanine hydroxylase, which is needed to break down an essential amino acid called phenylalanine.

Without the enzyme, substances build up in the body. These substances are harmful to the central nervous system and cause brain damage.+54Patient communityPatients drive the content and messagesPopular siteTrue benefits

+People with pseudobulbar affect (PBA) have sudden outbursts of involuntary emotional displays that they cannot control. They may start to cry or laugh, even though there is nothing sad or funny to trigger those emotions.

Its not about you+Loosely monitoredPatient community embedded into disease state site

+Starting tomorrow+Learn from othersGet involved/understand the mediumsFind out where your customers are and what they are sayingBuild internal guidance and educate internally Start smallBut, start now

+The ROI of social media is your business will still exist in 5 years+

Bad artists imitate, good artists steal.- Pablo Picasso

Thanks.Presentation is available at:www.slideshare.net/paliosaratoga

mmyers@palio.commichael.smith@palio.com

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