Tuesday, February 10, 2009

Driving Policy/Guidelines Around the Use of Social Media in Pharma

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Robert Goldberg, PhD, Co-Founder and Vice President, CENTER FOR MEDICINE IN THE PUBLIC INTEREST (CMPI)

Marc Monseau, Director, Corporate Communications, Social Media, JOHNSON AND JOHNSON
Fabio Gratton, Chief Innovation Officer, IGNITE HEALTH
Fard Johnmar, Founder, ENVISION SOLUTIONS

Check out Fard Johnmar's white paper for Envision Solutions: http://www.envisionsolutionsnow.com/social_media_framework.html

Q: Twitter and blogs, useful? What has your experience been?

Marc Monseau, "There are conversations already taking place online about brands and businesses and we aren't part of that conversation. As simple as watching twitter and correcting any missing information. Easier said than done. When engaging in the space, start to monitor."

Q: Epilipsy drug, Topomax--the possibility of suicide. Online newsletters talking about suicide, do you step in as a blogger?

Marc Monseau, "Absolutely. Responding directly giving the opportunity to state your case. Johnson and Johnson have commented on blogs, picked up and replicated making Johnson & Johnson almost self-correcting the mistakes."

Q: Not just reacting but something that should grow organically, people must think more holistically not only as a communication strategy but creating a community...

Fabio Gratton, "So many different ways to connect with the audience. Is twitter that unlike email? Do we not already use email in our CRM products? We already do that. Its social technology that can make it quicker...content at the point of consumption. We should offer the most flexible choices. Participating in social networks, groups, communities or dedicated network there are so many things. We have an ethical obligation to be in that space. If nothing else we should be at least in the form to provide people to be one click away from info that is heavily regulated/scrutinized way to provide fair and balanced look at the products. There is a lot of misinformation out there...dosing, when to take the product..."

Fard Johnmar, "The first step to develop policy is determining what the leadership of the organization wants from social networking. What are the needs that the patient has, what are the needs that the organization has to put out. Develop relationships with patients, prescriptions are being filled, etc. Social technologies are useful to contact patients, but must talk to legal and regulatory committee to measure and serve this need by patients."

Q: Fabio, how can we as representatives improve customer service?

Fabio Gratton, "Value tends to be about sales and pure sales but value gets created over time--just like relationships. With social media, you're building relationships. One of the biggest mistakes is worry about reporting and regulatory issues; the one conversation that isn't taking place is the type of commitment that is required and the type of resources. Do you have the resources necessary to continue the commitment? When we are in the social space, we have to think of the 3-5 year strategy. Take baby steps. Be prepared that this thing could become very very big and you will have to sustain it...if you pull the plug, the backlash would be far worse than the benefit. Case Study: Launched Diabetes network, and happy to have the community and rising in rates in membership. Think about the value and think about the outcome. You should do it and do it right, you'll be under a magnifying glass."

Q: Global applicability of the guidelines, have you struggled with that?

Marc Monseau, "Have reached out to teams in Asia and Europe and made sure that the materials were applicable to them in their nation. If you're allowing consumer generated content, do you screen it before or after it goes on your site. You must apply standards that you adhear to with your community. Case study: ADHD Moms. "

Q: How do we look at what legal teams need in order to move this (ePharma) forward more aggressively?

Q: The risk of doing nothing...how to combat it?

Fard Johnmar, "Trial lawyers are looking at this stuff and they are basically digging up instances of side effects and instances associated with drugs. If you're not looking at that content, then you aren't doing your due diligence, you aren't protecting the company. Make the conversation become much more fruitful and find out about the side-effects and market research..."

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