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A presentation to bring regulatory and legal people up to speed on the use of social media for health
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Richard Meyer
Online Strategic Solu4ons
How regulatory and legal view marke3ng
How marke3ng perceives regulatory and legal
But understanding the issues
Can lead to approval
Because pharma marke3ng is in trouble
Pharmaceu4cal marke4ng is in trouble, not only because it is not as effec3ve as it should be but also because the cost of marke3ng has spiraled out of control and has reached the point
where most pharmaceu3cal companies are finding it
unaffordable.
Improving Return on Investment in Pharmaceu4cal Marke4ng-‐Spectrum 2008
Marke3ng has to add value now more than ever before
Its ironic that, as sales decrease and new drugs become harder to develop, more companies are choosing to cut marke3ng at a 3me when
they really need marke3ng to drive business.
But the road to get there is going to be tough
It may mean back to back mee3ngs
Leading to a
But we can get there
Because the reward is
Let’s look back first
Why does marke3ng want to use social media?
Tradi3onal media is in a steep decline
According to Forrester Research, 48% of consumers now believe that they have the right to decide whether or not to receive adver4sing
The drop in tradi4onal media is driven by con4nued
migra4on of consumers to digital alterna4ves for news, on-‐demand entertainment, and informa4on, which requires less 4me than
tradi4onal media counterparts
While people flock to social media
With over half of the U.S. adult population consuming online video, it has evolved from an emerging format to a form of mainstream media.
Manhattan Research 2009
And tradi3onal Marke3ng is dead
R.I.P. Tradi3onal Marke3ng
Marke3ng as we know it is no longer sustainable
in its current form. Bob Gilbreath, Chief Marketing Strategist, Bridge Worldwide “The Next Evolution of Marketing”
Which means…
Why is marke3ng no longer sustainable in its current form?
The Internet
For Social Media basics click here for Social Media 101
More people use the Internet for health than their own doctors
And that includes social media
Which has led to empowered pa3ents
Then there is the
Which has led to decreased trust of American business
Especially drug companies
How Americans search for health information On the Internet
Let’s not forget that pharma is a “regulated industry”
But FDA seems to be enforcing by
Do it and we’ll let you know if you’re
going too fast
Instead of Issuing clear guidelines & direc3on
This has resulted in risk avoidance for some companies
But most of all it means missed opportuni3es
Because
And people are talking to each other and sharing health informa3on
57% of ePa4ents are sharing their new health or medical knowledge
User generated content no appears in the first three pages of health searches 88% of the 4me*
70% of consumers believe that pharma informa4on from peers is credible**
*Envision Solu4ons, Diving Deep into online health searches 2007 **iCrossing, How America searches for Health and Wellness 2008
So in order for marke3ng to become more effec3ve it has to engage microsegments of consumers
"The average American has been replaced by a complex, mul4dimensional society that defies simplis4c labeling.” The message to marketers is clear: No single demographic, or even handful of demographics, neatly defines the na8on or a market.
But isn’t our product website enough?
No
Because the journey to collect health informa3on consists of many stops
And social media is one of those stops
Diagnosed pa3ents using social media
And pa3ents are BLOGGING about their health experiences
So when you put it all together
Even DTC marketers feel that DTC marke3ng is less effec3ve
55% Less Effec4ve
45% More Effec4ve
Effec3veness of DTC Marke3ng in 2009 According to US DTC Pharma Marketers
Source: Cegedim Dendrite, 2009 Direct-‐to-‐Consumers Industry Checkup
And the hard reality is…
• Only 28% of DTC campaigns generate more than 1000 pa3ents*
• Only 18% of tradi3onal TV campaigns generate a posi3ve ROI.**
• Marketers are being asked to show proof that their marke3ng is working (hard ROI) *Nielsen DTC study, February 2008
** Online Adver4sing Bureau 2009
Leading some senior execu3ve to ask “is there real value in
marke3ng?”
Which in turn leads to
Which maybe a shortsighted thing to do…
So the ques3on is not “do we get into social media” but “when & how do we leverage new media to drive
business” ?
Because the op3on of not doing anything is not an op3on at all
Time to ask
Embrace change and challenge the organiza3on
Learn to manage
&
Because business should not sit s3ll
Some companies have already taken those first steps
Company: J&J (McNeil Pediatrics)
Social Media: Facebook ADHD Page
Risk: Low (not product specific)
Membership: 13K +
Interes3ng Aspect: Transparency about sponsorship on front page.
Gardasil Facebook Page Company: merck
Social Media: Facebook “Take a Step Against Cervical Cancer”
Risk: Low
Membership: 106,000+
Interes3ng Aspect: Interac4ve tools & fair balance on front page.
GSK Corporate BLOG
GSK on Twiger
Symbicort on YouTube
Promise to Me on Twiger
What do they all have in common?
• Low Risk – Limi4ng Feedback
– Clear set of objec4ves – Clear fair balance
• Bringing people together to share informa3on – Marketer’s today have to act as brand aggregators.
– Be transparent upfront with sponsorship informa4on
• Integrated with brand strategy – Part of the overall brand strategy integrated with other online
assets.
Guidelines for first steps into social media for health
1. Ensure that fair balance informa3on in on first page of any branded social media page.
2. Monitor the social media page and expect the unexpected.
3. Have clear business and brand objec3ves and a way to measure success.
4. Have a clear SOP for upda3ng your social media page and build capabili4es with good eMarke4ng people over 4me.
5. Work on Internet 3me: if there is nega4ve buzz about you or your product have a response ready before it becomes too big.
6. Monitor social media buzz via online monitoring services to iden4fy opportuni4es and learn what pa4ents are thinking and saying.
7. Social media is a great opportunity to listen.
Ques3ons Legal and Regulatory people should ask.
1. Why are we doing this and what is the business objec3ve?
2. Who is going to be responsible for maintaining this site ?
3. How onen are you going to update it and what process are we going to use to approve content?
4. Where will be linking this site to and from?
5. Will we use paid search for this site? 6. Are corporate guidelines going to be followed and
what are we going to do to ensure that they are followed?
7. How are you going to measure success ?
Above all doing nothing should not be an op3on
Teach each other, learn to develop a rela3onship
based on trust • Marketers: teach legal and regulatory people about marke4ng and
the new marke4ng environment
• Regulatory: Meet with marke4ng people to explain how you determine and measure risk
• Legal: Meet with marketers (hide your wallet) to understand their needs and the changing marketplace. Explain, from a legal standpoint, how you measure risk
DTC Marke3ng One of my Passions
• Passion is the enthusiasm you have for something. It’s the thing you get energized just thinking about. It’s the topic you never get 4red of learning about. It’s what you never get 4red of talking about. It’s where your crea8vity soars. It’s being in that zone where you forget 4me, space, and even hunger because you are so engaged in what you are doing.
• My passion is connec3ng people with health informa3on, ideas, opportuni3es and resources in order to see them get and stay healthy.
• It’s what I’ve been doing in some form across my career: as a teacher, trainer, online marketer, and now author.
• I love finding and sharing informa4on. Where someone else may get bored or frustrated hun4ng down informa4on, I relish the opportunity to find and share what I discover because in the end every success equals a difference in a pa8ent’s life for the be@er.
About me…
Internet-‐focused marke3ng strategist with strong market trend insights and repeated success in transla3ng market data into powerful, revenue-‐genera3ng strategies. Experienced in using social media, interac4ve websites, and SEO/SEM tac4cs to propel effec4ve consumer marke4ng campaigns, leading to compe44ve advantage and significant ROI. Talented in crea4ng a culture of teamwork, common mission, and consistent top performance.
• Industry Thought Leader — Contribu4ng Editor to PM360 Magazine & author of Worldofdtcmarke4ng.com
• Published Author — Writer of ar4cles on social media marke4ng for Med Ad News, PM 360 and industry trade websites.
• Industry Recogni3on — Leading creator of Cialis website that was recognized by Business Week as best-‐in-‐class; also won Yahoo! Purple Chair award for best online integrated program, social media proponent.
