CONFIDENTIAL © 2014 PAREXEL INTERNATIONAL CORP.

SOCIAL MEDIA

AND PATIENT

RECRUITMENTSara Modlin, Manager Business Operations

Patient Recruitment Strategy Group

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL2

MEET THE PATIENT

Let’s meet Christine

When Christine has symptoms and wants to find out more, she goes

online (i.e. Google or another search engine)

•

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© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL3

DIAGNOSIS CONFIRMED

When Christine‘s diagnosis is confirmed, she goes back online to find more

information

This search gives her all kinds of information such as links to help groups, care

facilities and treatment options

Christine will leverage trusted sources of medical information

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© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL4

ONLINE SHARING

Christine then goes on Facebook and posts messages. Somewhere in her posting, her

diagnosis is mentioned.

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Now Christine’s friends are

sharing their own personal

stories; they are also

mentioning her diagnosis in

their online comments.

Perhaps they have a friend

with the same diagnosis or

they are recommending a

group or forum for

Christine to join, they may

share a news article. The

possibilities are endless.

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL5

ONLINE SHARING

• Christine continues to do research,

reads a few articles and decides to

check into a forum (i.e. Caring Bridge)

• Even if she does not officially join a

forum or an online chat group or

community, Christine can still post

questions to other members.

• Along Christine’s personal journey, how

many times do you think we had the

capability to present a study that is

being done in her diagnosis?

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© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL6

TAIPEI, TAIWAN

WHY SOCIAL MEDIA?

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL7

ONLINE BY THE NUMBERS…

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SOCIAL MEDIA IN THE US…

In the US…206 million monthly active users

In the US…79.4 million active listeners

In the US…118+ million LinkedIn members

In the US…66 million monthly active users

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL9

WHO IS ONLINE?

Among adults, the % who use the internet, email or access the internet via a

mobile device

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL10

SOCIAL MEDIA

AN OPPORTUNITY TO CONNECT WITH PATIENTS

DescriptionTargeted online advertising to raise patient awareness of

clinical trial opportunities

PurposeIncreases patient pool for sites by generating high quality

referrals through intelligent placement of advertising

Outcome Effectively directs targeted patients to active recruiting sites

Benefit

• Raises study awareness

• Established study credibility

• Encourages patients to privately explore more about the

study in their own time

• Linked to pre-screeners either online or utilising specialist

call centre support

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL11

BENEFITS OF USING SOCIAL MEDIA

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Flexible: Compared to traditional advertising (i.e.

TV, Radio), online advertising can be adjusted with

the click of a mouse, protecting valuable

advertising budget

Proven ROI: Able to monitor how many patients

are driven to website/call center through online

advertising via Google Analytics

Targeted: Able to target via location, gender, age

range, and key words

Sites are able to set up on their own online

advertising

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL12

SOCIAL MEDIA TACTICS

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▪ Mobile – FB is on 3 of every 4 smartphones, and more than half of people on FB visit every day

▪ Able to target patients through location, gender and age range

▪ Allows us to target users who are not actively searching around their condition

▪ Newsfeed (FB page) and right column ads

▪ 140 character posts, may include newsfeeds, microblogs, retweeting and links to study website

▪ Hashtags are used to label tweets so that other users can see tweets on the same topic (i.e. #breastcancer)

▪ Sites and Key Investigators tweet to spread the word, training provided

▪ Example: Find out if you may qualify for a research study evaluating an investigational new drug for #breastcancer. www.breast cancerstudy.com or text FEMALE to 88888

• All Posts and Tweets must be pre-approved by IRB/EC

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL13

CONCERN WITH SOCIAL MEDIA –

ADVERSE EVENT REPORTING

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Although pharmaceutical companies see the benefits of social media, we are

often resistant to adopting it because of an underlying fear about the legal

risks, which are typically associated with Adverse Event Reporting.

In a heavily regulated industry and with millions of conversations happening

online – from blogs and forums to Twitter and Facebook – it is logical to

assume we would be opening ourselves up to problems.

But - let’s look a little closer….

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL14

CONCERN WITH SOCIAL MEDIA –

ADVERSE EVENT REPORTING

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There are four very specific criteria that must be met in order to constitute filing a

report with the FDA. If a report does not contain all four elements, it will be

returned as insufficient.

The FDA’s four parameters for submitting information about adverse experiences

are:

Identifiable reporter

Identifiable patient

An adverse event or fatal outcome

A suspect drug or biological product

If any of these elements are unknown, the report should not be submitted to the

FDA

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL15

CONCERN WITH SOCIAL MEDIA –

ADVERSE EVENT REPORTING

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Online conversations are typically seeking support and sharing information on

lifestyle, experiences and tips rather than speaking about adverse events.

A recent study* tracked 224 pharmaceutical brands, and collected /analyzed

more than 257,000 posts across social media sites during a 30-day period. Some

of the key findings include:

Only 0.3 percent of all posts contained an adverse event (AE) experience

Of those, only 14 percent of the posts that contained an AE had an

identifiable name and contact method

On average, during the 30-day period, each brand received a total of three

posts that met the requirements for AE reporting

Therefore, the benefits and opportunities of engaging in online conversations

outweigh the risk of an occasional adverse event that would require reporting

*http://www.visibletechnologies.com/blog/adverse-event-reporting-pharma/#sthash.7Uqpo7Xx.dpuf

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL16

SOCIAL MEDIA CASE STUDY –

OVERALL METRICS GLOBALLY

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Number of advertising impressions

= 652,401,401

Number of clicks to website

= 325,608

Number of clicks to access survey

= 14,887

Pre-screener inquiries

= 5,506

Prequalified / Agreed to be referred = 1,977

Screened

= 141

Randomized = 105

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL17

LEVERAGING EXISTING SOCIAL MEDIA CHANNELS

ORGANIC MARKETING

All Posts and Tweets must be pre-approved by IRB/EC

~ 300K

followers

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL18

LEVERAGING EXISTING SOCIAL MEDIA CHANNELS

ORGANIC MARKETING

All Posts and Tweets must be pre-approved by IRB/EC

300K +

followers

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL19

THANK YOU

© 2014 PAREXEL INTERNATIONAL CORP. / CONFIDENTIAL19