social media in the regulated pharmaceutical industry
DESCRIPTION
Slides from my BrightTALK webcast updated 18/03/10 with KV Pharmaceuticals exampleTRANSCRIPT
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:
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
[email protected]://twitter.com/pauldixey
http://uk.linkedin.com/in/pauldixey
www.bluelightpartners.com
+44(0)1159124378
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