LiveWorld analyzed more than 9,000 comments left to 5 Facebook Pages of over-the-counter pharma brands during a 3-month period. This case study documents our findings on the rate of Adverse Events in those comments, and notes the importance of moderation in supporting the brands' strategic and business goals.

1. liveworld.com Case Study Moderation of Pharma Facebook Pages Your brand lives in the voice of your customers

7. Comments on Findings Brand posts onto Facebook wall (Status Updates) ranged from 2 to 7 per week. The Facebook Page with 2 Million Fans and the Page with 1,000 Fans had Adverse Events each at about 2%. These Pages typically have 2-4 posts/week. The 2 brands that experienced Adverse Events Posts have an RX approach to moderation. One is only recently OTC and continues to have RX moderation guidelines. The other has never been an RX brand, but it does have RX guidelines and consumers generate some post content that gets escalated as Adverse Events. Hence in this sample if there is a dynamic to observe it is that the 2 brands that lend themselves more towards RX and Adverse Event posts had only 2% Adverse Events.. We also note that in our general experience and observation posting of 3x per week to 3x per day combined with best practice in posting content and interaction with users will generate more user posts. However, in the absence of those best practices intended to stimulate user posts, we do not see a significant difference in user posts within the range of brand posting shown here.

8. Conclusion Pharma brands can move forward in social media when the program is managed, moderated and the company pro-actively participates