social media in the regulated pharmaceutical industry

Social Media In the Regulated Pharma’ Industry

Paul DixeyBlueLight Partners

Bluelight Partners

Bluelight Partners is an independent experienced digital and mobile consultancy focusing on the healthcare and pharmaceutical industry. We develop innovative and integrated strategies, so that digital, social media or mobile can be an integral and compliant part of your marketing and communication mix

www.bluelightpartners.com

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Paul Dixey (BA Hons Dip.esem)

Managing Partner

Paul Dixey has over 27 years of pharmaceutical, sales, marketing and communications experience with companies such as Wellcome. Boots, BASF Pharma, AstraZeneca, Organon and Schering-Plough. Since setting up BlueLight Partners he and his colleagues have worked as consultants to both healthcare companies and marcomms agencies to help them build and deliver creative and compliant online marketing programmes integrated with their brand or therapy area objectives. Paul is a regular speaker at pharma digital conferences and recently chaired Digipharm 2010Paul has a B.A. Honours Degree in European Business Administration and the equivalent French Diplôme from l’ESC de Reims, a leading Grande Ecole in France

http://uk.linkedin.com/in/pauldixey

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SECTOR OVERVIEW – HEALTHCARE AND SOCIAL MEDIA

Healthcare and Social Media

30bn comments on Facebook every month 2bn tweets Several bn on blogs and forums 20% UGC mentions drug or specific disease Seeking healthcare information is 3rd only to

emails and using search engines

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Sources: Facebook, Pingdom, synthesio, Pew Internet Survey

Social Network Penetration

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Physician Social Networks

In EU over two-thirds of doctors already online are interested in joining physician social networks

7Manhattan_European eHealth Landscape 2009 and Taking the Pulse® v10

USA

Frequency of Visiting Social Networking Sites for Professional Use

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Source Manhattan Taking the Pulse® v10

6%

14%

33%

47%

All Physicians

Daily

Weekly

Monthly

Yearly

Among those visiting site for professional purposes

Please indicate how often you visit the following site for professional purposes:

Facebook

Where is Pharma Now?

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All parties are more likely to participate in SM with proper guidelines and regulation

10SOURCE: Social Media in Healthcare; EPG Health Media (March 2010)

Regulatory Challenges

Different across globe– DTC/Access control

Regulators - FDA, ABPI, EFPIA – – Not kept up with fast pace of change – FDA Hearings Nov 2009– New ABPI code 2011– but no new SM regs

Cultural Differences – – EU Parliament – Public access to drug information

Other Regs– Data protection, Can-Spam, Accessibility, Companies Act,

Privacy/Cookies etc Advertising Standards Authority

– Companies now responsible for comments on non paid for space Pharmacovigilance

– Just on company sites or on every Tweet, blog, Facebook, Quora etc page?

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Pioneers

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Get your ducks in a row

Lead with Strategy– In for long term engagement

Get the right Expertise– Don’t delegate/abdicate to agencies– Go with facts/knowledge not myths

Establish Process and Governance Have Commitment throughout organisation

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Or wait for Godot .. the FDA, ABPI….etc

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…AND FINALLY

Moral Compass

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Three Guiding Principles

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SAFETY

INTENTIONTRANSPARENCY

Source pharmaceuticalethics.com

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SAFETYIt is fundamentally wrong for any activity to put commercial gain

above the safety of the unknown individual

Source pharmaceuticalethics.com

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Clarity of IntentionIs the primary intention to promote the medicine or is it something else?

Source pharmaceuticalethics.com

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Transparency of Action

Are your communications and actions transparent and consistent with the stated primary intention of your activity?

Source pharmaceuticalethics.com

Addendum 18/03/11The Power of Moms/Mums

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Bluelight Partners

Contactpaul@bluelightpartners.comhttp://twitter.com/pauldixey

http://uk.linkedin.com/in/pauldixey

www.bluelightpartners.com

+44(0)1159124378

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