Social Media & Pharma Presented by: Dale Cooke PhillyCooke Consulting @PhillyCooke DCooke@PhillyCooke.com 24 June 2015
PhillyCooke Consulting helps companies develop compliant communications about FDAregulated products, with an emphasis on new and emerging digital communication channels, including social media. PhillyCooke Consulting services focus on 1. Review & Approval Process Improvement 2. Training 3. Promotional Review of Tactics 4. Policy Development 5. Documentation Review & Development
Today s Topics 1.Importance of Social Media 2.Key Challenges 3
Shifting Media Consumption 41% 37% 8% 22% 23% 18% 15% 12% 7% 3% 4% 4% 2% 6% Print Radio TV Other Non-Digital Desktop/ Laptop Mobile Other Digital % of time spent with each channel of all time spent with media per day emarketer October 2014 2010 2014
Shifting Media Consumption 41% 37% All digital went from 30% to 47% 8% 22% 23% 18% 15% 12% 7% 3% 4% 4% 2% 6% Print Radio TV Other Non-Digital Desktop/ Laptop Mobile Other Digital % of time spent with each channel of all time spent with media per day emarketer October 2014 2010 2014
Shifting Media Consumption 41% 37% Mobile exploded from 4% to 23% 8% 22% 23% 18% 15% 12% 7% 3% 4% 4% 2% 6% Print Radio TV Other Non-Digital Desktop/ Laptop Mobile Other Digital % of time spent with each channel of all time spent with media per day emarketer October 2014 2010 2014
Is it So-Mo or Mo-So? Minutes Spent on Social Media Tablet 15 Smartphone 20 Online 32 Mobile 35 emarketer April 2014 7
Photo by Michael Coghlan via Flickr
1 in 5 minutes spent on mobile is on Facebook Photo by Michael Coghlan via Flickr comscore Mobile Metrix, US December 2014
Demography Is Destiny 10% 90% of millennials trust health information or engage in activities found via social media Social media "likes" healthcare, 2012 10
Doctors are people too! Photo by NEC-Medical-51 via Flickr
Doctors are people too! 44% 56% of HCPs use social media for professional purposes Physician Adoption of Social Media, June 2014 Photo by NEC-Medical-51 via Flickr
Key Challenges
Technology Evolves Rapidly 15
Regulation Doesn t FDA s social media guidance released in 2014 First official mention of Twitter in 2011 Process for reviewing materials developed for print 16
Disparate Platforms & Uses 17
Similar Issues Responsiveness Sharing Liking Commenting User-generated content Off-label comments Adverse event reporting Meeting FDA filing requirements 18
Questions? Dale Cooke PhillyCooke Consulting DCooke@PhillyCooke.com @PhillyCooke on Twitter PhillyCooke.com www.scribd.com/dale_cooke www.slideshare.net/phillycooke 19
Speaker Bio: Dale Cooke Dale Cooke is the president of PhillyCooke Consulting, which provides advice and training to companies about developing compliant promotional materials for FDA-regulated products. Dale has worked with more than 30 pharmaceutical and medical device clients around the world. His insights have been featured in the Wall Street Journal s Health blog, The Pink Sheet, MedAdNews, PharmExec, and others. Dale is an active member of the Regulatory Affairs Professionals Society (RAPS), Drug Information Association (DIA), Food and Drug Law Institute (FDLI), and the Alliance for a Stronger FDA. He also serves on the faculty of the University of California San Francisco s American Course in Drug Development and Regulatory Sciences program. Dale is the author of Effective Review and Approval of Digital Promotional Tactics, which is part of FDLI s primer series. He is regularly invited to speak at industry conferences on topics including FDA enforcement trends, best practices for review processes, global review practices, and life sciences use of social media. Previously, Dale served as the head of Regulatory for Digitas Health LifeBrands, which is part of the Publicis Healthcare Communications Group. Dale earned his B.A. in Philosophy from Southern Methodist University, an M.A. in Analytical Philosophy from the University of Arizona, and studied Epidemiology and Biostatistics at Drexel University s School of Public Health and Healthcare Compliance at Seton Hall University s School of Law. 20