Draft slides for ACRP RTP presentation June 2013. Go to end of slides for a great list of resources

1. Social Media Strategies for Clinical
Research Professionals
draft slide deck provided for review
ACRP RTP – 10 Jun 2013
Mary K.D. D’Rozario
MSCR, CCRP, RAC, CCRA
President / Clinical Research Consultant
Clinical Research Performance, Inc.
mary.drozario@crplink.com
@marydrozario
marydrozario
marykddrozario
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We work for sites.

2. Outcomes
 Understand shift to social businesses.
 Understand how to develop social media skills.
 Understand social media for advertising (patient
recruitment).
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3. Social: Why should I care?
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Global differentiation of American workforce
Increased fragmentation of work performance
Efficiency
Job Satisfaction
Increased non-cash work
Cash for Unique Value
Social is nothing new

4. Fragmentation of Clinical Research
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Primary
CRO
Sponsor
auditor
Site startup
Records
management
monitoring
auditors
monitors
Staffing co
PMs
Site training
Subject
recruitment
labs
FDA
Data
management
regulatory
Sites
IRB

5. Turning Social Media into Cash - Example
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The value of micro-expertise has an outlet in social media.

6. Social: How are skills developed?
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Closed Spaces
Limited Spaces
The Open Internet
Obtaining information
Providing Information
Replacing inefficient communication – the social
company
Personal
Business

7. Avoiding Social Media Blunders #1 Tip: Listen
First, Listen During, Listen After
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http://www.ucsfbenioffchildrens.org/pdf/pubs/bridges/bridges_fall2011.pdf
Or, that time when the medical system did a better job of social media than everyone else.

8. Avoiding Social Media Blunders – Other Tips
• Know your audience.
 Your audience are “lurkers”
• Know what you are saying means.
 To your audience, and to the wider world.
• Be prepared for replies.
• Give more than you ask- provide value.
• Your tips?
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9. Regulatory Landscape – What Has Happened
• Regulation was championed by Joshua Sharfstein
(@drJoshS), Principal Deputy Director of the FDA
2009 – 01/2011
• DRAFT Guidance for Industry: Responding to
Unsolicited Requests for Off-Label Information About
Prescription Drugs and Medical Devices
 The only FDA guidance to mention social media.
• FDASIA Title XI. Section 1121: Internet Promotion
Policy
 Regulation required by July 2014
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10. Regulatory Landscape – What Hasn’t
Happened
• Social Companies
• Patient Recruitment
• Communication Deviations
• Everything Else
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11. Other Legal Issues
• If you host social media…
 …you may have responsibilities as a publisher.
• General liability
 How will you reply to disgruntled or slanderous
patients?
 Do you have a staff social media policy?
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12. Advertising intended for study subjects goes
to the IRB.
• No:
 Financial or business articles or releases.
 “Dear Doctor” letters.
 A simple list of the study name.
 General disease information or practice information.
 Material generated without the practice’s control.
• Patient comments.
• Yes:
 Anything about the practice’s research activities.
 Anything communicating information about a study.
OHRP Guidance on Institutional Review Board Review of Clinical Trial Websites,
20 September 2005
http://www.hhs.gov/ohrp/policy/clinicaltrials.html
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13. Social Media Advertising Has Special Issues
• Is your IRB comfortable with social media?
• Is your lawyer on board?
• How will you handle replies?
 Text and Route
 Out of business hours
• How will you protect the information of those with
whom you interact?
• How will you document the advertising?
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14. Some General Principles of Advertising
• Determine your goal
 Who do you want to reach?
 What do you want them to do?
• Find your audience
 Is your audience segmented?
 Which segment is the priority?
 Where do they hang out?
 Who do they follow?
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15. Listening Tools in Health Care Social Media (#HCSM)
The Healthcare Hashtag
Project:
http://www.symplur.com/
healthcare-hashtags/
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Google Keyword Tool

16. Places to Listen (and possibly message)
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17. Familiar Channels
• YouTube, SlideShare
• Facebook, Google+
• Twitter, Pinterest, Tumblr
• Patient Forums
• Craigslist
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18. Messaging Principles
• Make it simple.
 One click rule.
• Give them somewhere to go.
 Website, facebook page, phone number…
 What do you want them to do?
• Give them a reason to pay attention to you.
 Consistent stream of information.
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19. YouTube Case Study: UNC Hospitals
• http://www.youtube.com/watch?v=gokYh23d-9w
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20. Twitter Case Study: Mayo Clinic
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21. Facebook Case Study: MD Anderson
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22. 22
Pinterest Case Study: St. Jude Children’s
Research Hospital

23. Resources
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24. Social Media Tools
• Hootsuite.com or Tweetdeck.com
 can link Twitter, Facebook, LinkedIn
• Klout.com – free quick-and-dirty measure of
social media impact
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25. Social Media Big Picture – Further Reading
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Jaron Lanier. (2013). Who Owns the Future? New York, NY:
Simon & Schuster
-Review of macroeconomic effect of social and policy
recommendations for the future.
Interview:
http://www.salon.com/2013/05/12/jaron_lanier_the_internet
_destroyed_the_middle_class/

26. Social Companies – Further Reading
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Mark Fidelman. (2013). Socialized!: How the Most Successful
Businesses Harness the Power of Social. Brookline, MA:
Bibliomotion, Inc.
-What a social company looks like and how to get there.
Great twitter feed: @markfidelman
Forbes writer: http://www.forbes.com/sites/markfidelman
IMB. (2012). IBM executive brief: social business behavior. [Need
to search on google and provide IBM information to access white
paper.

27. Social Media for Advertising – Further Reading
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Jennifer Grappone & Gradiva Couzin, (2010). Search Engine Optimization:
An Hour A Day. Indianapolis, IN: Wiley Publishing
There are a ton of good books and a ton of good free information, this just
happens to be one good book I read.
Cami Gearhart, JD. (December 2012). IRB Review of the Use of Social
Media in Research. The Monitor.
Oglivy Washington & The Center for Social Impact Communication at
Georgetown University. (November 2010). Using Social Media Platforms
to Amplify Public Health Messages. Published at
http://smexchange.ogilvypr.com/wp-
content/uploads/2010/11/OW_SM_WhitePaper.pdf
Tip: Follow some SEO experts on Twitter
to get advice in manageable chunks.

28. Social Messaging Content – Further Reading
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Ann Handley & C.C. Chapman. (2012). Content Rules: How to create
killer blogs, podcasts, videos, ebooks, webinars (and more) that engage
customers and ignite your business (New Rules Social Media Series).
Hoboken, NJ: John Wiley & Sons, Inc.
How to use existing personnel and materials to develop content.
Robert W. Bly. (2007). The Copywriter’s Handbook: A Step-by-Step Guide
to Writing Copy That Sells. New York, NY: Henry Holt and Company, LLC
Randy Olson. (2009). Don’t Be Such a Scientist: Talking Substance in an
Age of Style. Washington: Island Press

29. How to Create a Facebook Friends List
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Click “manage lists” at the bottom of the drop down.
On the old Facebook (currently on tablets), find “FRIENDS” on the left side of the screen
and hover mouse to the right of the word. Click on “more.”

30. How to Use a Facebook Friends List
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When you start a post, who can see it is next to the “post” button. Select “custom” and
you will get this window.
Use your friends list to either be “share with” or use to share with everyone except
“don’t share this with.”

31. Don’t Be the Facebook Dramatist
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Tip: Put up your post with the most restrictive view you use. Then change it to be
more viewable after you post. This way your next post will still be restricted.
Caution: Facebook uses the setting “you” last used. So if your last post was from an
app that was “all friends”, the next post you write will be all friends.
Tip: You can now set who can see app postings. One option is to set it to “me” and
only make visible to others posts which you select as meaningful.
Tip: Consider hiding/limited people rather than unfriending.
Tip: Look first, then ask for information.
Tip: Consider your audience. Use lists to direct to the right audience.

32. Be Awesome on LinkedIn
• Read this for simple, realistic instructions to
create a good LinkedIn Profile:
http://www.examiner.com/article/21-steps-to-the-
perfect-linkedin-profile
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33. Questions
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