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Social Media and Pharma Regulatory: Making it Work

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RaymondStevenson Healthcare Communications
RaymondStevenson Healthcare Communications

11/09/09 PRSA Healthcare presentation on Integrating Social Media into your organization's PR: How to Satisfy Regulatory & Legal and Still be Credible -- by Betsy Raymond Stevenson and Steve Woodruff

Health & MedicineTechnologyBusiness
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PRSA 2009 Annual International Conference Integrating New/Social Media into your Healthcare Organization’s Public Relations ,[object Object],Betsy Raymond Stevenson (@Betsy_RSHC) Steve Woodruff (@swoodruff)
What is Web 2.0? ,[object Object]
What is Social Media? ,[object Object]
Why is SM important? Take a deep breath…
What is the new communications flow? ,[object Object],[object Object],[object Object],[object Object],[object Object],Take a deep breath…
Explosive Social Media growth … Total users 300 million Twitter Unique Visitors … Total users 54 million Facebook Unique Visitors
Why should you care about Social Media? It’s here and it’s growing No one should know more about you than you Great opportunity to engage Guidelines are coming… … In the meantime avoid inertia, choose your level of engagement
Why the reluctance to embrace web 2.0? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],But there is a way to keep moving … HEARINGS
Getting started Build trust by engaging early and consistently with regulatory and legal Ideal More likely Find/develop company social media champions Create strategy Agree on the vision Continue to educate Intranet blogs Internal Twitter Suggestion Box ACTION WITH TRANSPARENCY BUILDS TRUST TRUST DRIVES IMPLEMENTATION Educate and engage internally HR IT Internal Comms Collaborate on in-house practice opportunities Commit to starting
Levels of engagement Preclinical Search your company *name *brands *TAs *issues Phase I YouTube Podcasts *Affordable healthcare *Preventing disease *Chronic health problems Disseminate information one way Share what’s useful Phase IIa External blog such as company history (J&J) Test a low-risk topic with external interaction Listen, establish reputation baseline Phase IIb ADHD moms, CML Earth (Novartis), Twitter (Novo Nordisk) Test topic of greater interest for key community interaction Phase III Twitter (BI) External Blog (J&JBTW) External public/company interaction with a personal voice
How not to be credible Don’t commit resources No trained staff to maintain engagement Disable social aspects as an automatic reflex Finding AEs Off-label mentions Criticism Second-guess others’ interests Choose topics without regard for what others want Use only a corporate voice Written company statements Press releases Don’t show up Set something up and never go there Be present sporadically
How to be credible Be present every day Commit resources for personnel and training Keep information current Be transparent Be clear about what that means Use people’s interests to choose your topics Prevention Chronic health problems Access to healthcare Be personable You know how Take time to build trust Engage consistently over time
The business benefit TRANSPARENCY BUILDS TRUST TRUST DRIVES BUSINESS When people trust your brand they buy, recommend, and support what you offer
Summary – Get to know:
Summary – Get to know:
Summary – Get to know:
Summary – Get to know:
Summary – Get to know:
Summary – Get to know:
Leaders: J&J Marc Monseau
Leaders: Novartis & Novo Nordisk Erik Hawkinson Craig DeLarge
Leaders: Mayo Clinic Lee Aase
Where’s the low-hanging fruit? Most community value / Best biz potential / Least risk ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank You… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Social Media Tips and Resources….
New to Web 2.0? Get to know it – have fun!
Getting to know Web 2.0 -- Process and Resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Search – What are other companies doing? And where?
What do the experts say about healthcare social media? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Develop a vision… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consider social media strategies and projects Identify your low-hanging fruit … think it through

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Social Media and Pharma Regulatory: Making it Work

  • 1.
  • 2.
  • 3.
  • 4. Why is SM important? Take a deep breath…
  • 5.
  • 6. Explosive Social Media growth … Total users 300 million Twitter Unique Visitors … Total users 54 million Facebook Unique Visitors
  • 7. Why should you care about Social Media? It’s here and it’s growing No one should know more about you than you Great opportunity to engage Guidelines are coming… … In the meantime avoid inertia, choose your level of engagement
  • 8.
  • 9. Getting started Build trust by engaging early and consistently with regulatory and legal Ideal More likely Find/develop company social media champions Create strategy Agree on the vision Continue to educate Intranet blogs Internal Twitter Suggestion Box ACTION WITH TRANSPARENCY BUILDS TRUST TRUST DRIVES IMPLEMENTATION Educate and engage internally HR IT Internal Comms Collaborate on in-house practice opportunities Commit to starting
  • 10. Levels of engagement Preclinical Search your company *name *brands *TAs *issues Phase I YouTube Podcasts *Affordable healthcare *Preventing disease *Chronic health problems Disseminate information one way Share what’s useful Phase IIa External blog such as company history (J&J) Test a low-risk topic with external interaction Listen, establish reputation baseline Phase IIb ADHD moms, CML Earth (Novartis), Twitter (Novo Nordisk) Test topic of greater interest for key community interaction Phase III Twitter (BI) External Blog (J&JBTW) External public/company interaction with a personal voice
  • 11. How not to be credible Don’t commit resources No trained staff to maintain engagement Disable social aspects as an automatic reflex Finding AEs Off-label mentions Criticism Second-guess others’ interests Choose topics without regard for what others want Use only a corporate voice Written company statements Press releases Don’t show up Set something up and never go there Be present sporadically
  • 12. How to be credible Be present every day Commit resources for personnel and training Keep information current Be transparent Be clear about what that means Use people’s interests to choose your topics Prevention Chronic health problems Access to healthcare Be personable You know how Take time to build trust Engage consistently over time
  • 13. The business benefit TRANSPARENCY BUILDS TRUST TRUST DRIVES BUSINESS When people trust your brand they buy, recommend, and support what you offer
  • 14. Summary – Get to know:
  • 15. Summary – Get to know:
  • 16. Summary – Get to know:
  • 17. Summary – Get to know:
  • 18. Summary – Get to know:
  • 19. Summary – Get to know:
  • 20. Leaders: J&J Marc Monseau
  • 21. Leaders: Novartis & Novo Nordisk Erik Hawkinson Craig DeLarge
  • 23.
  • 24.
  • 25. Social Media Tips and Resources….
  • 26. New to Web 2.0? Get to know it – have fun!
  • 27.
  • 28. Search – What are other companies doing? And where?
  • 29.
  • 30.