The document discusses getting started with social media in a heavily regulated industry like healthcare. It outlines the unique challenges this presents and how to overcome fears about engaging. It provides details on AstraZeneca's model for social media engagement, both internally with employees and externally. Key takeaways include listening first, refining strategies over time, and never stopping engagement through social media best practices.

1. Social Media –
Getting Started
in a Heavily
Regulated Environment
Business Development Institute
Social Communications & Healthcare Conference
Gigi Peterkin, Associate Director, Interactive Media,
AstraZeneca US
May 11, 2010

2. Jumping in to Social Media
From the national stage to living rooms on Main Street, healthcare is
under a collective microscope – perhaps more so now than at any
other time in our history.
With all eyes on the industry, is now the time to jump into social media
or is it better to sit back and “ride it out”, waiting for the FDA to present
a road map in the form of governance?
Whatever your thoughts on timing, getting into the ‘social media game’
in a regulated industry presents a unique set of challenges and risks.
From organizing internally to executing externally, I’ll share insights on
how we got off the ground at AstraZeneca – and where we go from
here.
2 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

3. Our Discussion
1. The Challenges of Regulated Environment
2. Getting Started: How to Overcome Social Media Phobia
3. AstraZeneca’s Model
4. Key Insights & Takeaways
5. Q&A
3 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

4. Challenges
of a regulated
environment
4 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

5. Healthcare Faces Unique Challenges
• Challenges exist both online and offline
• Regulating bodies are an actuality for all industries
• Healthcare faces especially strict guidelines
• Within the healthcare industry, pharma and biotech are
under particular scrutiny
• And, as always, lives are at stake
5 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

6. The reality is
that we have
Boundaries
6 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

7. Our Operating Environment
• Use current regulatory guidelines as a baseline for how you interact in
the space and seek guidance from the SMEs in your organization
• Be clear about what information you do and do not monitor, and what
you are and are not responsible for
• E.g., Google Sidewikis
• Know the platform on which you are engaging, the technical limitations
and be aware of planned changes to layout that could affect
compliance
• Know your current company policies and be clear how to apply them
to your social media endeavors
7 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

8. So Why Engage?
As connected citizens, the majority of American adults
with questions about their health and treatment are
turning to online resources.
41 percent of
38 percent of e-patients have
American adults 61 percent of read someone
turning to the American adults else's commentary
Internet for look online for about health or
information health medical issues on
about exercise information an online news
and fitness group, website or
blog
Of health
inquiries, more 60 percent of
than half of e-patients say the
them – 52 information found
percent – are online affected their
done conducted decision about how
by someone to treat an illness or
other than the condition
patient
Source: The Shared Search for Health Information on the Internet from Pew Internet and American Life Project, June 2009
8 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

9. Getting
Started
9 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

10. First Align Internally
1. Organize internally to execute externally
2. Recognize the need for quick turnarounds
3. Identify the “voices” of you company
4. Tailor communications
5. Be transparent
6. Update policies
10 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

11. Begin Using Social Media Internally
• Model the behavior inside your
business that you want to
project outside
• Encourage employees
to create internal social
networks by providing tools
and creating a safe
environment for them to use
those tools
They are your greatest
advocates and agents of
change!
• If the CEO can blog,
why can’t I?
Create clear, consistent
policies for employees outlining
what is and is not off limits
11 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

12. Then get the ball rolling externally
1. Begin by listening
2. Venture forth yourself for your company
3. Make effective use of outlets
4. Make sure your company can be found
5. Don’t shy away from controversy
12 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

13. AstraZeneca’s
Model
13 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

14. Our Approach
CRAWL WALK RUN FLY
Build trusted
Understand Slowly Establish a relationships; make Engage
stakeholder insights digital presence friends with the community
Company wide media RSS feeds Take part in social Corporate Blog
audit media conference
KOL and Patient and events Corporate Facebook
Videos page
Blog monitoring & Engage on other
benchmarking for Identification of companies’ social Twitter sites
Influential Bloggers media platforms that
corporate/brand align with your YouTube presence
and Key Contacts
conversations interests and issues Collaboration Site
Vetting of concerns
Establishment of a Be honest,
with legal, regulatory, transparent,
global New Media commercial and talk about things
Task Force other key internal people are interested
functions in, offer resources,
guidance and help
where appropriate
Online Monitoring
14 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

15. HOW ASTRAZENECA HAS EMBRACED SOCIAL MEDIA:
Externally Through Facebook, YouTube, Twitter, Blog,
Curator
15 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

16. ASTRAZENECA CURATOR: A Step Further Than Most
Only one company – AstraZeneca – had a page that I found easily
that listed all of its social media outlets.
- Mark Senack, Eye on FDA April 20 post
16 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

17. HOW ASTRAZENECA HAS EMBRACED SOCIAL MEDIA:
Internally Through Collaborative Networks at Outset
of Planning
• Employee Yammer Network
• Dubbed “Twitter for businesses” – enterprise microblogging tool
• Real-time employee engagement in an environment that can be
secured
• Involve IS, IS Security, Legal and Communications etc. in key areas
of compliance from the beginning to create a safe environment for
your organization to collaborate
17 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

18. A Look Into AstraZeneca’s Approval Process
1. Detailed approval process established for content development
and information sharing
2. “Decision tree” protocol implemented for approving comments,
online conversations
3. Transparency on social media sites about approvals process
4. Tips to expedite content development include: using approved
language where possible, securing legal approval as needed
Remember, online in a 24-hour news cycle speed is important...and
approvals protocol is key to ensuring efficient content generation!
18 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

19. Key Takeaways
Key
Takeaways
19 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

20. Listen First, Refine and Never Stop
• Sentiment
Listen • Topics of interest, issues
• Complaints, compliments, questions
• Needs
• Refine
• Motivations
• Launch Improve Assess • Goals
• Measure
• Objectives
• Influence • One to one
• Participation • One to many
• Effectiveness Measure Engage • Many to many
• ROI
20 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

21. Best Practices
• Determine who in your organization drives the strategy
and build a network of SMEs to implement
• Seek fit-for-purpose and appropriate ways to engage
through social media
• Replicate successful programs
• Drive new and innovative ways of communicating with
stakeholders
21 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.

22. Q&A
Discussion
Thank You!
22 | Social Media – Getting Started in a Heavily Regulated Environment. May 2010.