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