Peter Pitts, President, Center for Medicine in the Public Interest
The only way to credibly engage with influencers is to have critical information for them to say. What Pharma has to say must be to the public's benefit. This train of thought is lacking in health care. Pharma does not realize their own network value. Their goal should be to advance the public health, which can be done through active lively and regular participation. Pitts suggests that it’s not the responsible thing to not participate in social media, because that is where the public is. It’s not comfortable for people because it’s not a pay world, it’s a play world.
Social Media’s Golden rule is Transparency. If you don’t challenge the [Social Media] path at all, no one will know where you want to go. The FDA hasn’t released guidance, but does it really matter? A regulatory holy grail will only lead to disappointment and frustration.
Would a rolling guidance for Social Media be the best way to have guidance? Are expectations from the FDA and Pharma the same? Interactivity needs to be turned on at Phrama. The networks must be elastic to best operate.
Points often overlooked
- There is a difference between online advertising and social media. Google Ads aren’t social media, it’s paid advertising.
- There is a different between social media platforms and social media content. If the content is not compliant in other areas than the social media platform isn’t the problem.
- The fear of adverse event discovery is dangerous and misguided. We need to embrace the fact that adverse event experiences can be seen.
- The fear of User Generated Content is real, but there are many solutions from moderation to corporate responses to educate.
- Who is responsible for what on social media? No single company can be responsible for everyplace something is said on the Internet. If you advertise on a webpage, you are not responsible for the content of that webpage.
Whatever you do, just make sure what you do advances the health of the public. As long as you can answer “Yes,” you are ok.
Reach, Engage and Personalize -- Rebranding an Industry Online
Christian Clymer – Deputy Vice President, Public Affairs, PhRMA
David All – Chief Executive Officer, David All Group
PhRMA set out to re-design the PhRMA webpage. So they sat down with their readers to figure out what they wanted.
Blog: The Catalyst
They began by re-designing Phrma.org, and made their page structure flexible to create an easy conversation. They built Pharma’s first blog, The Catalyst. They wanted to deliver the appropriate content in a timely. They try to make things tiny, smart, funny and insightful. They have a core group of authors who have industry knowledge and can bring human light into the traditional Pharma Content.
This is where the bread and butter of their conversation takes place. It’s built around their New Medicine Series. They introduced a study every month via Facebook that details all of the medicines that are in development for a particular disease. Many fear that conversation will be nasty, but for unexpected comments, many times the community will moderate the conversation via dialogue.
This is where the news appears first, but a community factor has appeared where they can engage with each other.
All of these tools appear on their webpage. The “Tweet Lounge” functions as an aggregate where they show the conversation, but they also feature the most engaging conversations on both the blog and Facebook
- A great way to think about the value of space is to start by designing for a mobile, the add content as the web page gets bigger and bigger. They were the first trade association in the world to have a mobile device. When users discover that a webpage is available mobily, then people will begin to come to your webpage
- Reputations are constantly under attach, so tiny attention to detail such as passwords and monitoring webpage. Look beyond what tools are available now and to where they’re going, such as Google Push. What’s next is being as relevant as possible in the place where the people are. Using real communicators who have an understanding of the information is key to this.