Justin Freid, Vice President, Search Engine Marketing & Emerging Media provides Scoop today an exclusive analysis of this week’s hottest development:
Yesterday, The FDA provided additional guidelines on two key areas related to Internet/Social Media Platforms yesterday. The guidelines focus on two major areas, correcting product information on websites owned and operated by others and the second focuses on how products can be discussed on channels that have limited space for characters such as Twitter and paid search ads.
When information appears on a blog, forum or social network that is incorrect, pharmaceutical companies can attempt to correct the information. If they do correct the information, they must also include balanced information and the source of the content in the revision. For websites not accessible for editing, the guidelines suggest reaching out to the website owner and providing them with the correct information or offering to help them fix the information. Any information added to a website should not be promotional in nature and should provide factual information. Companies will not be held responsible for website owners who do not make the necessary edits.
When dealing with ‘character-space-limited communication’ such as paid search ads or tweets, the FDA recommends not utilizing claims or benefits, but stresses, if they are used, proper notification of any risks involved should also appear within the character limits or within special formatting. If all risk information cannot be fit within the allotted character counts, the most serious risks should be prioritized. The guidance also outlines, that a link to the ISI or risk information should be utilized to direct users to more information.
Both of these areas help us understand more of what the FDA is expecting from pharmaceutical marketers. It also shows that they understand that user generated content on blogs, forums and social sites cannot be completely controlled by drug and device manufacturers. With proper policies, procedures and documentation set in place, pharmaceutical companies can feel comfortable utilizing social media as a way to connect with consumers and health care professionals.
As mentioned, this is definitely this week’s hottest news and Justin is also working on a deeper analysis of the draft guidance. Writing for Wall St. Journal, Ed Silverman points out that the lack of guidance is often blamed for our industry’s low adoption of social media marketing, with IMS estimating that half of the largest pharma companies are not using social media to engage audiences. MM&M’s coverage here; MediaPost’s coverage here. The draft guidance documents can be found here and here.
On Monday we explored the depths of media like no-fear scuba divers. Today’s key takeaways of the CMI/Compas M2 Evolution Summit #CMIEvo come from Team Point of Care:
• Team Point-of-Care used skits to take us through the waiting room, exam room and pharmacy and show the multitude of media opportunities at each. Remember, most wait room visits are about 30 minutes, a great time to reach and engage
• Key are the tools that encourage conversation between patient and physician. Many are complementary to existing programs
• Yes – waiting room magazines count as point of care opportunities, even (especially) People!
• TV in the waiting room – consumers can’t fast forward or skip, and it allows for demographic/specialty targeting; Nielsen offers measurement
• Waiting room impressions follow the patient into the exam room for the HCP conversation
• Brochures, Rx pads, co-pay cards, oh my – so many ways to engage patient at point of care!
• EHR have a 28% higher viewability rate over traditional display
• For those offices who might not allow point of care advertising in the office, geo-fencing (mobile) is an alternative
• Targetability is the word of the day
Appropriately illustrating the power of social is the story of a family who used a social campaign to encourage a pharma company to provide their 8-year-old with one of their trial drugs. News reports credit the #SaveJosh campaign with getting Chimerix to provide him with medication that enabled him to stop dialysis.
Facebook has launched Slingshot, a competitor to Snapchat, in the US only.
-Carly Kuper, VP, Strategic Marketing & Corporate Communications
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