A presentation to bring regulatory and legal people up to speed on the use of social media for health

1. Richard
Meyer
Online
Strategic
Solu4ons

2. How
regulatory
and
legal
view
marke3ng

3. How
marke3ng
perceives
regulatory
and
legal

4. But
understanding
the
issues

5. Can
lead
to
approval

6. Because
pharma
marke3ng
is
in
trouble
Pharmaceu4cal
marke4ng
is
in
trouble,
not
only
because
it
is
not
as
effec3ve
as
it
should
be
but
also
because
the
cost
of
marke3ng
has
spiraled
out
of
control
and
has
reached
the
point
where
most
pharmaceu3cal
companies
are
finding
it
unaffordable.
Improving
Return
on
Investment
in
Pharmaceu4cal
Marke4ng-­‐
Spectrum
2008

7. Marke3ng
has
to
add
value
now
more
than
ever
before
Its
ironic
that,
as
sales
decrease
and
new
drugs
become
harder
to
develop,
more
companies
are
choosing
to
cut
marke3ng
at
a
3me
when
they
really
need
marke3ng
to
drive
business.

8. But
the
road
to
get
there
is
going
to
be
tough

9. It
may
mean
back
to
back
mee3ngs

10. Leading
to
a

11. But
we
can
get
there

12. Because
the
reward
is

13. Let’s
look
back
first

14. Why
does
marke3ng
want
to
use
social
media?

15. Tradi3onal
media
is
in
a
steep
decline
According
to
Forrester
Research,
48%
of
consumers
now
believe
that
they
have
the
right
to
decide
whether
or
not
to
receive
adver4sing
The
drop
in
tradi4onal
media
is
driven
by
con4nued
migra4on
of
consumers
to
digital
alterna4ves
for
news,
on-­‐demand
entertainment,
and
informa4on,
which
requires
less
4me
than
tradi4onal
media
counterparts

16. While
people
flock
to
social
media
With over half of the U.S. adult population consuming
online video, it has evolved from an emerging format
to a form of mainstream media.
Manhattan Research 2009

17. And
tradi3onal
Marke3ng
is
dead
R.I.P.
Tradi3onal
Marke3ng

18. Which
means…
Marke3ng
as
we
know
it
is
no
longer
sustainable
in
its
current
form.
Bob Gilbreath, Chief Marketing Strategist, Bridge Worldwide
“The Next Evolution of Marketing”

19. Why
is
marke3ng
no
longer
sustainable
in
its
current
form?
The
Internet
For
Social
Media
basics
click
here
for
Social
Media
101

20. More
people
use
the
Internet
for
health
than
their
own
doctors

21. And
that
includes
social
media

22. Which
has
led
to
empowered
pa3ents

23. Then
there
is
the

24. Which
has
led
to
decreased
trust
of
American
business

25. Especially
drug
companies
How Americans search for health information
On the Internet

26. Let’s
not
forget
that
pharma
is
a
“regulated
industry”

27. But
FDA
seems
to
be
enforcing
by
Do it and we’ll let
you know if you’re
going too
fast

28. Instead
of
Issuing
clear
guidelines
&
direc3on

29. This
has
resulted
in
risk
avoidance
for
some
companies

30. But
most
of
all
it
means
missed
opportuni3es

31. Because

32. And
people
are
talking
to
each
other
and
sharing
health
informa3on
 57%
of
ePa4ents
are
sharing
their
new
health
or
medical
knowledge
 User
generated
content
no
appears
in
the
first
three
pages
of
health
searches
88%
of
the
4me*
 70%
of
consumers
believe
that
pharma
informa4on
from
peers
is
credible**
*Envision
Solu4ons,
Diving
Deep
into
online
health
searches
2007
**iCrossing,
How
America
searches
for
Health
and
Wellness
2008

33. So
in
order
for
marke3ng
to
become
more
effec3ve
it
has
to
engage
microsegments
of
consumers
"The
average
American
has
been
replaced
by
a
complex,
mul4dimensional
society
that
defies
simplis4c
labeling.”
The
message
to
marketers
is
clear:
No
single
demographic,
or
even
handful
of
demographics,
neatly
defines
the
na8on
or
a
market.

34. But
isn’t
our
product
website
enough?
No

35. Because
the
journey
to
collect
health
informa3on
consists
of
many
stops

36. And
social
media
is
one
of
those
stops
Diagnosed
pa3ents
using
social
media

37. And
pa3ents
are
BLOGGING
about
their
health
experiences

38. So
when
you
put
it
all
together

39. Even
DTC
marketers
feel
that
DTC
marke3ng
is
less
effec3ve
Effec3veness
of
DTC
Marke3ng
in
2009
According
to
US
DTC
Pharma
Marketers
45%
More
55%
Effec4ve
Less
Effec4ve
Source:
Cegedim
Dendrite,
2009
Direct-­‐to-­‐Consumers
Industry
Checkup

40. And
the
hard
reality
is…
• Only
28%
of
DTC
campaigns
generate
more
than
1000
pa3ents*
• Only
18%
of
tradi3onal
TV
campaigns
generate
a
posi3ve
ROI.**
• Marketers
are
being
asked
to
show
proof
that
their
marke3ng
is
working
(hard
ROI)
*Nielsen
DTC
study,
February
2008
**
Online
Adver4sing
Bureau
2009

41. Leading
some
senior
execu3ve
to
ask
“is
there
real
value
in
marke3ng?”

42. Which
in
turn
leads
to

43. Which
maybe
a
shortsighted
thing
to
do…

44. So
the
ques3on
is
not
“do
we
get
into
social
media”
but
“when
&
how
do
we
leverage
new
media
to
drive
business”
?

45. Because
the
op3on
of
not
doing
anything
is
not
an
op3on
at
all

46. Time
to
ask

47. Embrace
change
and
challenge
the
organiza3on

48. Learn
to
manage
&

49. Because
business
should
not
sit
s3ll

50. Some
companies
have
already
taken
those
first
steps
Company:
J&J
(McNeil
Pediatrics)
Social
Media:
Facebook
ADHD
Page
Risk:
Low
(not
product
specific)
Membership:
13K
+
Interes3ng
Aspect:
Transparency
about
sponsorship
on
front
page.

51. Gardasil
Facebook
Page
Company:
merck
Social
Media:
Facebook
“ Take
a
Step
Against
Cervical
Cancer”
Risk:
Low
Membership:
106,000+
Interes3ng
Aspect:
Interac4ve
tools
&
fair
balance
on
front
page.

52. GSK
Corporate
BLOG

53. GSK
on
Twiger

54. Symbicort
on
YouTube

55. Promise
to
Me
on
Twiger

56. What
do
they
all
have
in
common?
• Low
Risk
– Limi4ng
Feedback
– Clear
set
of
objec4ves
– Clear
fair
balance
• Bringing
people
together
to
share
informa3on
– Marketer’s
today
have
to
act
as
brand
aggregators.
– Be
transparent
upfront
with
sponsorship
informa4on
• Integrated
with
brand
strategy
– Part
of
the
overall
brand
strategy
integrated
with
other
online
assets.

57. Guidelines
for
first
steps
into
social
media
for
health
1. Ensure
that
fair
balance
informa3on
in
on
first
page
of
any
branded
social
media
page.
2. Monitor
the
social
media
page
and
expect
the
unexpected.
3. Have
clear
business
and
brand
objec3ves
and
a
way
to
measure
success.
4. Have
a
clear
SOP
for
upda3ng
your
social
media
page
and
build
capabili4es
with
good
eMarke4ng
people
over
4me.
5. Work
on
Internet
3me:
if
there
is
nega4ve
buzz
about
you
or
your
product
have
a
response
ready
before
it
becomes
too
big.
6. Monitor
social
media
buzz
via
online
monitoring
services
to
iden4fy
opportuni4es
and
learn
what
pa4ents
are
thinking
and
saying.
7. Social
media
is
a
great
opportunity
to
listen.

58. Ques3ons
Legal
and
Regulatory
people
should
ask.
1. Why
are
we
doing
this
and
what
is
the
business
objec3ve?
2. Who
is
going
to
be
responsible
for
maintaining
this
site
?
3. How
onen
are
you
going
to
update
it
and
what
process
are
we
going
to
use
to
approve
content?
4. Where
will
be
linking
this
site
to
and
from?
5. Will
we
use
paid
search
for
this
site?
6. Are
corporate
guidelines
going
to
be
followed
and
what
are
we
going
to
do
to
ensure
that
they
are
followed?
7. How
are
you
going
to
measure
success
?

59. Above
all
doing
nothing
should
not
be
an
op3on

60. Teach
each
other,
learn
to
develop
a
rela3onship
based
on
trust
• Marketers:
teach
legal
and
regulatory
people
about
marke4ng
and
the
new
marke4ng
environment
• Regulatory:
Meet
with
marke4ng
people
to
explain
how
you
determine
and
measure
risk
• Legal:
Meet
with
marketers
(hide
your
wallet)
to
understand
their
needs
and
the
changing
marketplace.
Explain,
from
a
legal
standpoint,
how
you
measure
risk

61. DTC
Marke3ng
One
of
my
Passions
• Passion
is
the
enthusiasm
you
have
for
something.
It’s
the
thing
you
get
energized
just
thinking
about.
It’s
the
topic
you
never
get
4red
of
learning
about.
It’s
what
you
never
get
4red
of
talking
about.
It’s
where
your
crea8vity
soars.
It’s
being
in
that
zone
where
you
forget
4me,
space,
and
even
hunger
because
you
are
so
engaged
in
what
you
are
doing.
• My
passion
is
connec3ng
people
with
health
informa3on,
ideas,
opportuni3es
and
resources
in
order
to
see
them
get
and
stay
healthy.
• It’s
what
I’ve
been
doing
in
some
form
across
my
career:
as
a
teacher,
trainer,
online
marketer,
and
now
author.
• I
love
finding
and
sharing
informa4on.
Where
someone
else
may
get
bored
or
frustrated
hun4ng
down
informa4on,
I
relish
the
opportunity
to
find
and
share
what
I
discover
because
in
the
end
every
success
equals
a
difference
in
a
pa8ent’s
life
for
the
be@er.

62. About
me…
Internet-­‐focused
marke3ng
strategist
with
strong
market
trend
insights
and
repeated
success
in
transla3ng
market
data
into
powerful,
revenue-­‐genera3ng
strategies.
Experienced
in
using
social
media,
interac4ve
websites,
and
SEO/SEM
tac4cs
to
propel
effec4ve
consumer
marke4ng
campaigns,
leading
to
compe44ve
advantage
and
significant
ROI.
Talented
in
crea4ng
a
culture
of
teamwork,
common
mission,
and
consistent
top
performance.
• Industry
Thought
Leader
—
Contribu4ng
Editor
to
PM360
Magazine
&
author
of
Worldofdtcmarke4ng.com
• Published
Author
—
Writer
of
ar4cles
on
social
media
marke4ng
for
Med
Ad
News,
PM
360
and
industry
trade
websites.
• Industry
Recogni3on
—
Leading
creator
of
Cialis
website
that
was
recognized
by
Business
Week
as
best-­‐in-­‐class;
also
won
Yahoo!
Purple
Chair
award
for
best
online
integrated
program,
social
media
proponent.
richardameyer@me.com