Social Media and Pharma Regulatory: Making it Work
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11/09/09 PRSA Healthcare presentation on Integrating Social Media into your organization's PR: How to Satisfy Regulatory & Legal and Still be Credible -- by Betsy Raymond Stevenson and Steve Woodruff
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Social Media and Pharma Regulatory: Making it Work
- 4. Why is SM important? Take a deep breath…
- 6. Explosive Social Media growth … Total users 300 million Twitter Unique Visitors … Total users 54 million Facebook Unique Visitors
- 7. Why should you care about Social Media? It’s here and it’s growing No one should know more about you than you Great opportunity to engage Guidelines are coming… … In the meantime avoid inertia, choose your level of engagement
- 9. Getting started Build trust by engaging early and consistently with regulatory and legal Ideal More likely Find/develop company social media champions Create strategy Agree on the vision Continue to educate Intranet blogs Internal Twitter Suggestion Box ACTION WITH TRANSPARENCY BUILDS TRUST TRUST DRIVES IMPLEMENTATION Educate and engage internally HR IT Internal Comms Collaborate on in-house practice opportunities Commit to starting
- 10. Levels of engagement Preclinical Search your company *name *brands *TAs *issues Phase I YouTube Podcasts *Affordable healthcare *Preventing disease *Chronic health problems Disseminate information one way Share what’s useful Phase IIa External blog such as company history (J&J) Test a low-risk topic with external interaction Listen, establish reputation baseline Phase IIb ADHD moms, CML Earth (Novartis), Twitter (Novo Nordisk) Test topic of greater interest for key community interaction Phase III Twitter (BI) External Blog (J&JBTW) External public/company interaction with a personal voice
- 11. How not to be credible Don’t commit resources No trained staff to maintain engagement Disable social aspects as an automatic reflex Finding AEs Off-label mentions Criticism Second-guess others’ interests Choose topics without regard for what others want Use only a corporate voice Written company statements Press releases Don’t show up Set something up and never go there Be present sporadically
- 12. How to be credible Be present every day Commit resources for personnel and training Keep information current Be transparent Be clear about what that means Use people’s interests to choose your topics Prevention Chronic health problems Access to healthcare Be personable You know how Take time to build trust Engage consistently over time
- 13. The business benefit TRANSPARENCY BUILDS TRUST TRUST DRIVES BUSINESS When people trust your brand they buy, recommend, and support what you offer
- 14. Summary – Get to know:
- 15. Summary – Get to know:
- 16. Summary – Get to know:
- 17. Summary – Get to know:
- 18. Summary – Get to know:
- 19. Summary – Get to know:
- 20. Leaders: J&J Marc Monseau
- 21. Leaders: Novartis & Novo Nordisk Erik Hawkinson Craig DeLarge
- 22. Leaders: Mayo Clinic Lee Aase
- 25. Social Media Tips and Resources….
- 26. New to Web 2.0? Get to know it – have fun!
- 28. Search – What are other companies doing? And where?