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PROPRIETARY + CONFIDENTIAL PROPRIETARY + CONFIDENTIAL
First Round Draft Picks: Social Media Landscape Post Guidance
DPW2014 • JULY 30TH 2014
PROPRIETARY + CONFIDENTIAL
1FDA GUIDANCE AT LONG, LONG, LONG LAST
Look honey! It’s the FDA social guidance!
January 2014 June 2014 June 2014
PROPRIETARY + CONFIDENTIAL
2FDA GUIDANCE POST MARKETING SUBMISSIONS
New tools. Old rules.
FDA will not ordinarily view UGC on firm-owned or firm-controlled venues such as blogs, message boards, and chat rooms as promotional content on behalf of the firm as long as the user has no affiliation with the firm and the firm had no influence on the UGC.
“
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No $
No pressure
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce mattis pretium elementum. Pellentesque malesuada dictum quam eu euismod. In volutpat, tortor eu luctus porta.
Fusce viverra dolor turpis, vehicula lacinia nisl tincidunt ut. Proin vestibulum diam urna, et aliquet lacus consequat imperdiet. Quisque tempus consectetur erat vitae tristique. Suspendisse ullamcorper lacinia sem, sit amet luctus tellus facilisis vel. Nulla ut egestas tortor, id feugiat urna. Interdum et malesuada fames ac ante ipsum primis in faucibus. Nullam congue, felis sed sollicitudin pellentesque, lorem magna tincidunt urna, sed ullamcorper massa eros in ipsum. Quisque eleifend quam et gravida sollicitudin. In posuere blandit erat, sit amet convallis nibh dapibus ac. Proin rhoncus nisi eu odio vulputate, eu egestas lorem condimentum.
Discussion Forum Wall Posts Comments
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce mattis pretium elementum.
Fusce viverra dolor turpis, vehicula lacinia nisl tincidunt ut. Proin vestibulum diam urna, et aliquet lacus consequat imperdiet. Quisque tempus consectetur erat vitae tristique. Suspendisse ullamcorper lacinia sem, sit amet luctus tellus facilisis vel. Nulla ut egestas tortor, id feugiat urna. Interdum et malesuada fames ac
OW
NE
DP
AID
?
Third party content
Company content
Spontaneous content
Ongoing responsible sites
Ceasing usage
PROPRIETARY + CONFIDENTIAL
3FDA GUIDANCE CORRECTING MISINFORMATION
✔ Medical information
X Marketing content
Not responsible Responsible
Monitored discussion forum Moderated discussion form
Comment
Post
Page
Site
Forums, blogs, Facebook
Wikipedia
1No response
mandated
2Not responsible
for action
3Not monitoring
or reporting
PROPRIETARY + CONFIDENTIAL
4FDA GUIDANCE SPACE LIMITED CHANNELS
You have to fit generic name, major safety issues, US only, and link to risk info all in 140 characters. That's not easy to do. This is 140.
NoFocus (rememberine HCI) for mild to moderate memory loss-May cause seizures in patients with a seizure disorder www.nofocus.com/risk [134/140]
No boxed warning
• Can’t guarantee display • Has to be top spot • Depends on quality score/spend • May not display all the links
The new one click rule.
PROPRIETARY + CONFIDENTIAL
5FIRST ROUND DRAFT PICKS UPDATING THE DHC SOCIAL LANDSCAPE
BEST IN CLASSSOCIAL MEDIA LANDSCAPE:
Q2 - 2014
Fun games
Global regions
172k likes
Allied health
Interaction and
Community
Unbranded with OTC
Pinned tweet
Retweets and
embeds
AE response
Product access
Link to Lilly blog
US only
Managed markets
YOUTUBE
Fun!
3k subs
123k views
Custom tab
Consistent style
Yay colonoscopy!
Surgeons ❤️
YouTube!
PROPRIETARY + CONFIDENTIAL PROPRIETARY + CONFIDENTIAL
THANK YOU !
Jay Goldman Managing Director, Sensei Labs Klick Health jgoldman@klick.com twitter.com/jaygoldman
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