My presentation for the 6th Annual Pharma Marketing & Branding Excellence conference in Milan Italy, 25 January 2011.

1. A Social Media Strategy John Mack/Pharmaguy Publisher, Pharma marketing News & Pharma Marketing Blog @pharmaguy on Twitter [email_address] Presented at 6th Annual Pharma Marketing & Branding Excellence 25 January 2011  Milano, Italy Deal with (LACK) of Regulations, Develop Best Practices Osso Whaaaat? Mack's Osso Bucco recipe!

13. This is what happens when you don’t implement a policy for handling user-generated content. S-A’s VOICES: A Reason to Fear Comments

14. sanofi-aventis U.S. Diabetes S-A recently launched a “Diabetes Co-Star” FB page featuring movie actor and diabetic Paul Sorvino. While comments are allowed, so far only comments from S-A have been published. “ Since we operate in a heavily regulated industry, we… must preview all messages.” “ While some messages may not be posted, we are listening and encourage you to continue sharing.” The page has only 522 people who “Like” it, whereas there are dozens of other diabetes FB pages like by thousands of people!

15. Publishes all comments before reviewing, but reserves right to delete comments if offensive or mention ANY product. Psoriasis 360: Comments Allowed! While many pharma companies attempt to shy away from allowing comments on their Facebook & Youtube pages or participating in online patient communities due to AE reporting challenges, a few are undeterred and seem to have figured it out . EU-based companies like Janssen UK and UCB lead the way.

16. “ moderation is about engagement, leading and responding to the community not censorship Negative comments r V valuable” “ If you want to receive the benefits of SM engagement it has to be real, community moderate themselves in the end” “ if a brand, company, person is that worried about comments in SM there is probably a deeper issue under the surface” Thoughts on Social Media Comment Moderation Alex Butler, Digital Strategy and Social Media Manager at Janssen & recipient of first ever Pharmaguy Social Media Pioneer Award, says: Comments made by @Alex__Butler during #hcsmeu chat on 21 Jan 2011. Pharmaguy Social Media Pioneer Lapel Pin

17. Janssen-Cilag on Youtube: Allowing Comments & Likes “ Comments are reviewed before posting - in line with  the commenting policy on the site. The vast majority of comments have been posted, Kind regards, Gary” -- Gary Monk , Product Manager. "Here's a hint for pharma. Nothing will go viral if you don't allow 'Likes' or comments. Guaranteed.” -- Jon Richman

19. Roche Social Media Principles “ A significant, albeit, small step in the direction of corporate transparency, normally so difficult to achieve within the pharma industry but so essential if it is to regain the trust that will be crucial for its long-term survival…[yet] so few pharmas have publicly revealed their social media policies. Why is the industry so reticent?” -- Len Starnes, Bayer

20. Pfizer Canada’s SM “Guard Rails” Chart Base on a U.S. Air Force Chart. Guides Pfizer Canada in responding to remarks on social media networks which are either the property of, sponsored by or have a relation of some kind to Pfizer Canada.

23. Contact Me John Mack/Pharmaguy Publisher, Pharma marketing News & Pharma Marketing Blog @pharmaguy on Twitter [email_address]