1. How BioPharma Is Using Social Media June 16, 2011 Eileen O Brien Director, Search & Innovation

2. Today s Agenda

• • What is social media?

• • Why should biotech/pharmaceutical companies care?

• • Cautionary tale

• • Examples of the major tools: YouTube, Twitter, Facebook, Blogs, Communities

• • Best practices

3.

• A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations

• Groundswell by Charlene Li &

• Josh Bernoff

What Is Social Media?

4. Traditional Model: Engage Physicians

5. Emerging Model: Engage Physicians & Patients

6.

• FDA Internet/Social Media hearing in November 2009, targeted guidelines by end of 2010, then Q1 2011

• Follow existing promotional guidelines for TV/print

• This has not stopped companies from using social media (or websites!)

No FDA Guidance

7.

• Of the 74% of American adults who use the internet:

• 25% have watched an online video about health or medical issues

• 24% have consulted online reviews of particular drugs or medical treatments

• 18% have gone online to find others who might have health concerns similar to theirs

• Source: Pew Internet, Social Life of Health 2011

People Rely on Others Like Them

8. The Power of Social Media Source: Jake McKee & 90-9-1.com 1% Key Influencers 9% Sharers 90% Audience

9. A Cautionary Tale

10. KV Pharmaceutical

• KV Pharmaceutical Company launches Makena

• The News

• • First and only treatment approved by the U.S. Food and Drug Administration (FDA) to reduce the risk of preterm birth in women who are pregnant with single baby and who have delivered a baby too early (preterm) in the past.

• OR

• • Premature labor drug spikes from $10 to $1,500

• • - MSNBC

11. Cost Storyline Pushed on Facebook

• • > 1,200 Likes in a week

• • Widespread attention

• • Media frenzy

12. A Trust Partner Lost

• immediately cease and desist the use, distribution or publication of or reference to the March of Dimes name and/or logo on any materials or communications in connection with KV Pharmaceuticals.

• Jennifer Howse

• President, March of Dimes

13. A Teachable Moment

• • U.S. Representatives respond

• • FDA announces they won t enforce exclusivity

• • KV shares plummet

• • KV cuts price in half

14. Pharma on YouTube

15. Use of Video for Health Education

• 1 in 2 ePharma consumers prefers video to text due to their learning style. The study showed that online health videos result in consumers following up on the call-to-action, with 3/4 of viewers doing additional research.

• Source: Manhattan Research, Cybercitizen Health, 2010

16. YouTube Is Very Popular

• If YouTube were a search engine, it; d be 2nd to Google

• 171M U.S. internet users watched online video content in January for an average of 14.5 hours per viewer

• Total U.S. internet audience engaged in nearly 4.9B viewing sessions during the course of January

• Source: comScore, January 2011

17. BioPharma Presence

• More than 40 channels on YouTube from biopharma companies on prescription drugs, unbranded disease awareness and companies

18. YouTube Comments

• Comments can be turned off, allowed to go live immediately or sent for approval via email

• Most biopharma companies choose not to accept comments and refer people to their other communication channels

19. Product Mentions

• If a video mentions a drug, then safety information needs to be embedded within the video

• Four applicable FDA Warning Letters: not about YouTube or video, but the content not following existing guidelines

20. Pfizer News Channel

21. Boehringer Ingelheim: Parkinson s Matters

22. BioPharma on Twitter

23. Major Companies on Twitter

• • More than 55 biopharma Twitter accounts: company, disease awareness and branded

• • Many using as PR vehicle, not necessarily interacting with audience

24. Johnson & Johnson

25. Pfizer Corporate Account

26. Amgen s BreakawayfromCancer

27. AstraZeneca Helps

28. 1 st Brand Tweet: Levemir

29. #SocPharm Tweetchat

30. 1 st Pharma Tweetchat: #RXSave

31. Pharma on Facebook

32. If Facebook Were a Country

• It would be the 3 rd most populous in the world with more than 500 million active users:

• • 50% of users log on to Facebook in any given day

• • People spend more than 700B minutes/month on Facebook

• • More than 900M objects that people interact with (pages, groups, events and community pages)

• • Average user connected to 80 community pages, groups and events

• • Source: Facebook, June 6, 2011

33. BioPharma & Facebook

• • Gardasil was first

• • Today, more than 40 biopharma pages for companies, brand and unbranded communications

34. Closed Wall = 1 Way Communication

35. Controlled Comments

36. Comments Allowed: New FB Policy

37. Wall With Comments & Company Responses

38. Pharma Blogs

39. Blog Examples

40. BioPharma Communities

41. Biomarin s PKU.com

42. J&J s ChildrenWithDiabetes.com

43. Online Health Communities

44. PatientsLikeMe.com

45. Inspire.com

46. BioPharma Social Media Best Practices

47. Social Media Is a Tactic

• • Social media is a tactic, not a strategy: should support marketing or organization goals

• • Long-term commitment

• • Plan for the worst, live for the best

• • Measure everything

48. Be Willing to Adapt

49. Have a Response Plan

• • Do not be caught off-guard

• • Establish a chain-of-command

• • Set strict rules for use and message deployment

• • Create clear employee guidelines

http://www.af.mil/shared/media/document/AFD-091210-037.pdf

50. Best Practices

• • Listen and learn

• • Offer value by creating shareworthy material, make it easy to share, let patients take it social

• • Create internal social media guidelines

• • Partner with a Trust Agent

51. Try It!

• • To fully understand the power of social media, use it personally

52. Questions?

• • Eileen O Brien

• • [email_address]

• • http://Twitter.com/EileenOBrien

• • http://LinkedIn.com/EileenOBrien

• • http://sirensong.sireninteractive.com

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