Sunday, March 14, 2010

Congrats, "FDASM: The Making of a Social Media Movement" is hot on Twitter this hour

E-mail Sent frin SlideShare Team on 3/13/2010 at 12:58 PM PST

"FDASM: The Making of a Social Media Movement" is being tweeted more than any other document on SlideShare right now. So we've put it on the homepage of SlideShare.net (in the "Hot on Twitter" section).

Well done, you!

- SlideShare Team

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From Twitter 03-13-2010



  • 13:26:49: This is an INCREDIBLE visualization of Paris... install the 3D plug-in and explore, zoom in, details are RIDICULOUS. http://bit.ly/bCTOvE
  • 13:33:30: Presentation from Social Health 2010 (#SXSH) "FDASM: The Making of a Social Media Movement": http://bit.ly/9RwGBW #fdasm #hcsm
  • 13:39:53: @agDesignNetwork - I presented at SXSH, but I'm not at SXSW... I wish :)
  • 13:40:39: Just pre-ordered by 32GB iPAD. Should receive by April 5. Let the games begin!
  • 16:21:18: Thx 4 RTs! Slideshare jst wrote it was mst RTed preso of the hr! "FDASM: The Making of a Social Media Movement" http://bit.ly/9RwGBW #sxsh
  • 18:40:21: @Jeff_Greene - how has SXSW been so far? Anything intersting?


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Saturday, March 13, 2010

From Twitter 03-12-2010





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Friday, March 12, 2010

FDASM: The Making of a Social Media Movement

Presented by Fabio Gratton, Chief Innovation Officer of Ignite Health at SXSH - Social Health 2010 (Austin, TX)

Click here to view presentation on SlideShare with speaking notes.
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From Twitter 03-11-2010



  • 07:27:26: #SXSH about to Kickoff!
  • 07:49:10: RT @tstitt: Welcoming remarks at #sxsh will start in about 5 minutes. Please find a (virtual) seat as we get started. #sxsh
  • 08:58:54: Anyone on a desktop w/speakers that I can DM a link to check video/audio steam for me?
  • 12:18:15: In 15 min I will be presenting "#fdasm: the making of a social media movement" at #SXSH. @shwen et all have put together a rockin' show!
  • 14:52:57: @jonmrich :) "Ride the fail whale. Success comes from failing forward". http://tweetphoto.com/14041274 #sxsh


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Thursday, March 11, 2010

From Twitter 03-10-2010



  • 12:09:32: Sitting on my delayed plane, heading to #SXSH ... excited to hear very smart peeps talk social health.
  • 12:12:51: @DarcyKelley I know, seriously!
  • 12:17:55: awesome-ness! RT @jonmrich 9 Simple Steps to Getting Started in Social Media http://bt.io/Edop
  • 12:34:12: Corey Haim??? Dead? Aww, that's sad. I grew up with him. Goonies, lost boys, license to drive... terrible.


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Wednesday, March 10, 2010

From Twitter 03-09-2010





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Tuesday, March 09, 2010

Arnold Friede Responds to Comments Submitted by the Center of Digital Democracy to the FDA Regarding #FDASM

The following is a comment submitted to the Ignite Health Blog by Arnie Friede, of Arnold I. Friede & Associates, in response to the comments submitted to the FDA from the Center of Digital Democracy regarding the use of Internet & Social Media for the Promotion of FDA-regulated Medical Products.

One of the things I told clients after FDA’s Social Media Public Hearing last November is that the agency was largely hearing only one side of the story and that there was another side that was likely to emerge in the written comments. An important example of “the other side of the story” is the attached filing by the Center for Digital Democracy (CDD). CDD describes itself as “dedicated to ensuring that the public interest is a fundamental part of the new digital communications landscape; from open broadband networks, to free or low-cost universal Internet access, to diverse ownership of new media outlets, to privacy and other consumer safeguards, CDD works to promote an electronic media system that fosters democratic expression and human rights.”


CDD raises a variety of privacy and other concerns related to various digital marketing and social media techniques that it claims have unprecedented abilities to take advantage of consumers. It proceeds to identify a number of arguably problematic techniques currently being deployed by the pharma industry that evidence the abuse of this new technology. CDD encourages FDA, before providing any safe harbors for social media and opening up the proverbial floodgates, to work with the FTC and other agencies to address these issues. CDD’s comments merit careful study.

It is certainly the case that many if not most of the concerns voiced by CDD are beyond FDA’s specific statutory authority and hence outside what FDA should be looking at as a strictly legal matter. For example, and with certain limited exceptions, privacy issues are not normally with the agency’s statutory remit. By the same token, the concerns that CDD voices are inextricably tied to the new technology and it is hard, at first blush, to see how FDA can simply ignore them and say, in effect, “that’s not our job”. I guess the point is simply that FDA is now hearing from a broader array of interests than the predominantly industry-focused testimony that was provided at the November Public Hearing. This will complicate the process and add an inevitable degree of uncertainty and delay.
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Saturday, March 06, 2010

From Twitter 03-05-2010



  • 10:53:17: eMarketer Blog Case Study: "How J&J Reaches Moms Through Online Communities" http://bit.ly/afZXkQ (via @jenningshealth) #hcsm #fdasm
  • 13:29:16: You should. U are going to that too??? Wow.
  • 19:08:03: MUST SEE VIDEO. Though some claim this may not be exactly a single take, this is STILL incredible!!!! http://bit.ly/aRU8Bh
  • 19:26:43: Microsoft's Courier 'digital journal': exclusive pics, video, & details http://bit.ly/d1PUCr (ps: thk u MS 4 not yanking our chain 4 months)


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Friday, March 05, 2010

From Twitter 03-04-2010





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Thursday, March 04, 2010

CDC to Promote "i know," a New Social Media Effort to Amplify the Voices of African-American Young Adults in the fight against HIV


Source: Press Release

ATLANTA, March 4 /PRNewswire/ -- Award-winning actors and recording artists Jamie Foxx and Chris "Ludacris" Bridges are joining other celebrities and African-American leaders to promote "i know," a social media effort launched today by the Centers for Disease Control and Prevention. The "i know" effort will provide new channels for African-American young adults to talk openly and often about HIV, both online and off.

As a new element of CDC's Act Against AIDS campaign, "i know" will get the facts about HIV/AIDS out far and wide to this hard-hit population through social media platforms such as Facebook, Twitter, a new Web site, and text messages aimed at sparking conversation. Celebrities including Foxx and Ludacris, along with participating African-American organizations, will also use their own Facebook pages and Twitter feeds to increase participation and expand the conversation's reach.

"The 'i know' effort is part of CDC's commitment to addressing the silence around HIV and inviting African-American young adults to take charge of the conversation," said Kevin Fenton, M.D., director of CDC's National Center for HIV/AIDS, Viral Hepatitis, STD, and TB Prevention. "At CDC, we have the science, but it is their voices that will make the difference. By supporting frank conversations through social media, 'i know' creates an opportunity for young people to talk directly with each other about the issues that fuel this still-deadly disease. Their ideas and involvement will be a critical part of the solution."

Foxx will also lend his star power to a series of radio and online video public service announcements. For example, in one of the "i know" PSAs, Foxx highlights the importance of talking about HIV: "We need to do something – all of us – and especially young people. We can start by talking about HIV with our partners, our family, our friends."

CDC officials will unveil the effort today at a Clark Atlanta University event intended to engage on-campus and online college student audiences. The event and concert will feature nationally known social and political commentator Jeff Johnson and recording artist Jeremih and will be webcast to college students across the country.

Younger African-Americans are among the populations hardest-hit by HIV. While African-Americans represent just 14 percent of people ages 13 to 29 years in the United States, they account for half of all new HIV infections in that age group. Young black gay and bisexual men are especially affected, representing more than half (55 percent) of new infections among African-Americans 13-29.

Despite this heavy toll, concern about HIV is declining among younger African-Americans. A recent survey from the Kaiser Family Foundation found that between 1997 and 2009, the number of African-Americans aged 18-29 who reported being very concerned about becoming infected with HIV declined from 54 percent to 40 percent. "i know" is designed to combat this complacency by encouraging dialogue about HIV among African-Americans ages 18 to 24 years – focusing on HIV testing; condom use and other ways to reduce risk of HIV infection, including abstaining from sex; facts about HIV transmission; and ways to reduce the stigma associated with the disease.

"The voices of young people are key to ending HIV within the African-American community," said Jonathan Mermin, M.D., director of CDC's Division of HIV/AIDS Prevention. "We know that the simple act of talking about HIV can help change the course of the epidemic, by reducing stigma associated with the disease, increasing knowledge about HIV prevention, and motivating life-saving behaviors."

Today, young African-Americans are among the fastest-growing users of online social networks. "i know" brings together some of the most popular social network platforms and includes the following components:

  • Web site – The "i know" Web site (www.actagainstaids.org) allows visitors to test their knowledge about HIV, learn about HIV prevention, identify local HIV testing sites, view the latest "i know" videos, learn about campaign events, and join the campaign's social media networks.
  • PSA – A radio and online video public service announcement by Jamie Foxx calls on viewers to get involved in "i know" and break the silence around HIV.
  • Facebook – The "i know" Facebook page (www.facebook.com/iknow) allows users to interact with each other and with CDC about HIV. In addition, the page will give everyone an opportunity to share and respond to the online video PSA and other celebrity video messages. Finally, regular status updates will include questions and news items to spur ongoing conversation about the disease.
  • Twitter – The "i know" Twitter feed (www.twitter.com/iknow_talkhiv) will help spread the word about the initiative and encourage continued dialogue about HIV. Regular tweets will pose questions about HIV knowledge and attitudes, and link followers to information about HIV testing and prevention.
  • Texting – Text messages will alert subscribers to updates about "i know" activities, information about HIV testing opportunities, and video messages from celebrities and youth advocates.

The effort is part of CDC's Act Against AIDS campaign, a five-year, $45 million national communication campaign which aims to combat complacency about the HIV/AIDS crisis in the United States. Launched last year, the Act Against AIDS campaign also uses targeted prevention messages and information to better reach specific communities at risk for HIV, including African-Americans.

For more information on Act Against AIDS and "i know," please visit www.actagainstaids.org.

The Jamie Foxx PSA can be viewed at www.youtube.com/watch?v=KLPVU0BQnBk.

SOURCE Centers for Disease Control and Prevention, Department of Health and Human Services

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From Twitter 03-03-2010





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Wednesday, March 03, 2010

From Twitter 03-02-2010





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Tuesday, March 02, 2010

Facebook launches New "Promote Your Post" Feature for Fan Pages

Very interesting new feature that was apparently just recently launched on Facebook. It was brought to my attention by this post on WebProNews.

I am not sure exactly when it happened, but the new feature allows fan page owners to "promote" the "posts" that they make on the facebook pan page. Now, when a new "updated" post is added your fan page, a new "promote" option appears next to "comment" and "like". See the example below:


If you click "promote", a pop-up screen appears that gives you the option to create an ad that enables you to reach your "potential fans" with the post with a "promotion". If you opt to got down this path, then it appears you would only pay when people either "Become A Fan" of your page or if they "click" to your Page from the ad (I am still trying to sort this out, honestly). In my opinion, you should pay two different prices. "A Fan", I imagine, is worth more than any old unqualified click. So yes, I do see how this may indeed have value over the long-run. See the example below:

Yet, when it came time to putting my credit card down I did not see a PPF option (pay-per-fan) option, so I bailed out. Me thinks perhaps I must read a little more before I launch a useless experiment. Either way, these are the facts as I know them know. Make of them what you will. Bottom line: You can promote specific POSTS created in your fan pages. How much do you pay, what is the value, do you care ? -- those are questions YOU need to answer.

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From Twitter 03-01-2010





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Monday, March 01, 2010

The Boomer Home In 2010: A Multi-Generational Boarding House

Written by Stephen Reily (Monday, March 1, 2010)

In a recent survey we conducted, nearly two-thirds of the female Boomer respondents reported that one or more of their adult children has returned home to live. Of those adult children, nearly half have brought one or more of theirchildren with them. And that's on top of the 13% of Boomer women who report that their parents or in-laws are living with them as well.

Last week in this space, Matt Thornhill cited important new data suggesting that the recession has hit Boomers hardest. One reason may be that Boomers are footing the bill for the children, grandchildren and even parents who have moved into their own homes.

Our survey -- fielded from the smart, successful women 50+ whom we gather -- suggests that Boomers are assuming multi-generational housing responsibilities to a degree unknown since perhaps the Great Depression (remember "The Waltons"?).

Forty-one percent of our respondents report that they returned to live with her parents at one point or another. But 63% say that an adult child is living with them now. And 70% of those blame the economy for this outcome. Two-thirds of them even expect their adult child to remain with them for more than a year.

The result? Increased stress on the Boomer mom. While grateful they can support their children, 39% report that the experience has either strained or greatly worsened their relationship with the adult child they are hosting. They also told us that the experience has affected their available discretionary income, their marriage, and how much they can eat out or travel. (Interestingly, more of them than I would have guessed are getting some of their costs reimbursed. Twenty-seven percent are charging their adult children rent in excess of $500 per month.)

We know that becoming an empty nester can be heart-breaking for many Boomer moms. But we also know that, sometimes after clearing out the child's bedroom to make way for a new home office, the empty nest offers a host of new opportunities to the Vibrant Boomer Woman. These opportunities are lost when the children move back in, and 71% of our respondents reported that living in a multi-generational household will make it harder for them to achieve their personal goals.

How should marketers respond to these facts? First of all, they should be supporting this woman as the overtaxed innkeeper she is, offering solutions to her multi-generational challenges, whether they involve food preparation, household cleaning, legal services, or financial planning.

Second, they should remember that she needs a break, and remind her how they can help her achieve personal goals in spite of the crazy environment around her. Hotels and day-spas should present affordable ways to give the Boomer mom a break from boarding-house management. Colleges and other educators may want to suggest that this mother consider returning to school herself as a way to get away from her children. She doesn't want to put those personal goals on hold forever.

Like the recession itself, these trends are powerful enough to suggest that the new, "full" nest will be with us for a while. Marketers should not consider it a temporary phenomenon, and the companies who win over this Boomer mom will be the ones who line up to do business with her first, right next to her adult children, grandchildren and parents.

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Sunday, February 28, 2010

New FDASM comments from Publicis Groupe



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From Twitter 02-27-2010



  • 04:45:24: Say a prayer for Chile... please don't let this earthquake be anything like the Haitian one.
  • 04:55:55: First video streams from Chilean TV coming through via ustream, still dark but looks BAD. Appears nearby island much worse from Tsunami.
  • 05:13:36: Follow the live video feed of Chilean TV via ustream: http://ustre.am/cUg7 (free app 4 iphone and droid) #chile #earthquake
  • 05:35:32: Follow @elliottyamin if you want to know what's going on in the streets of #Chile after #earthquake. (Yes, Elliott from American Idol.)
  • 18:57:21: Publicis Groupe submits written comments to FDA for Social Media & Internet Guidance: http://bit.ly/92JYck #fdasm
  • 19:07:38: Animal Health Institute submits written comments to FDA for Social Media & Internet Guidance: http://bit.ly/9TsNSS #fdasm
  • 19:09:20: FDA's Jean-Ah Kang announces the FDA has created a "Social Media Working Group" comprised of leads from multiple departments. #fdasm
  • 19:12:56: DDMAC's Jean-Ah Kang reveals that over past several days FDA has received several dozen #FDASM comments, not yet posted on Regulations.gov.


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Saturday, February 27, 2010

From Twitter 02-26-2010





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Friday, February 26, 2010

From Twitter 02-25-2010





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Thursday, February 25, 2010

From Twitter 02-24-2010



  • 11:50:16: Must read: The Doctor Is In: A Global Social Media Check-up [Case Study] http://bit.ly/aY1NaU
  • 15:03:46: Thank you @Boehringer for sharing! "BI Pharmaceuticals reports social media results for COPD campaign": http://bit.ly/apGJ5A #hcsm #fdasm
  • 15:04:48: Did anyone attend the DIA conference today in NYC?
  • 15:07:40: @CCC_Tweets - can you fill us in on Jean-Ah Kang's presentation this morning at DIA?
  • 15:10:29: @thepaab - saw your tweet abt going to the DIA meeting this morning w/Tom Abrams. Any updates on FDASM guidance? Thanks!
  • 15:13:44: RT @jonmrich: "Pharma & Healthcare Social Media Wiki One Year Anniversary!" 330 industry examples! #fdasm #hcsm Pls RT http://bit.ly/cV9SS8
  • 15:24:36: Lilly's beautiful and creative "Oncology on Canvas" campaign now on YouTube, Facebook, and Twitter: http://bit.ly/b1HCJd #fdasm #hcsm


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Wednesday, February 24, 2010

"Lilly Oncology on Canvas" Goes Social

For those who haven't seen it, "Lilly Oncology on Canvas" is a beautiful campaign from Lilly Oncology that "honors the journey of those whose lives have been affected by cancer. Their stories are told here through art and narrative, with the hope that the rich tapestry of emotions conveyed in these pieces of art provides hope and inspiration to others."

Here are links to the various Social Media initiatives related to this campaign.

YouTube Channel (82 views as of 2/24/09 -- just launched)
Twitter Account (235 followers as of 2/24/10)
Facebook Page (896 fans as of 2/24/10)
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From Twitter 02-23-2010





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Saturday, February 20, 2010

From Twitter 02-19-2010





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Friday, February 19, 2010

REGISTRATION IS NOW OPEN FOR THE ELITE "SOCIAL MEDIA 2010 UN-CONFERENCE"

SXSH is a day-long international social health un-conference encompassing all aspects of healthcare.
The event will have structured, previously announced presentations in the style of a TED conference, as well as an "un-conference" portion -- similar to PodCamp or HealthCamp -- where topics are decided by the participants.


EVENT DETAILS:
Date: March 11th, 2010
Venue: Texas Hospital Association (Austin, TX)
Cost: $25 (General Admission) / $50 (Friend of SXSH)
Registration: http://sxsh2010.eventbrite.com

Website: http://www.sxsh.org | Twitter: @SXSH | Hashtag: #SXSH

CORE OBJECTIVES OF SXSH:
  1. Breakdown vertical silos within the HCSM (healthcare and social media) space — allowing patients, providers, health professionals, and pharma/biotech industry attendees to interact together in one place
  2. Allow relationships fostered on tweetchats (e.g. #HCSM) and other online communities to meet in real life (like a giant Tweetup!)
  3. Expose HCSM folks to the Social Media culture (and not just the tech) nearby at the largest international gathering of social media folks.
UN-CONFERENCE TRACKS:
  1. ePatient / Practicing Social & Participatory Medicine
  2. Practicing Social Healthcare: Provider/Payor/Agency/Legal
  3. Social Pharma (Social Media in Pharma and Biotech industry)

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From Twitter 02-18-2010





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Thursday, February 18, 2010

From Twitter 02-17-2010





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Wednesday, February 17, 2010

From Twitter 02-16-2010





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Tuesday, February 16, 2010

From Twitter 02-15-2010





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Monday, February 15, 2010

From Twitter 02-14-2010





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Sunday, February 14, 2010

From Twitter 02-13-2010





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Friday, February 12, 2010

From Twitter 02-11-2010



  • 20:11:54: Very cool. "28 Days of Diversity: People of Color Impacting the Social Web" #28daysofdiversity: http://28daysofdiversity.com
  • 20:22:46: Yesterday I contemplated completely pulling the plug on my facebook life. The thought alone felt like something from The Matrix. Weird.


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Thursday, February 11, 2010

From Twitter 02-10-2010





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Wednesday, February 10, 2010

From Twitter 02-09-2010



  • 05:05:13: NOW AVAILABLE: Exclusive interview w/FDA on Internet & Social Media Promotion of FDA-regulated medical products http://www.fdasm.com #fdasm
  • 05:45:12: Complete transcript of NEW INTERVIEW w/FDA on Internet & Social Media Promotion of FDA-regulated products: http://bit.ly/awuWFI #fdasm
  • 05:46:55: RT @ignitehealth: Ignite's POV on FDA’s first public response after hearing on Internet & Social Media: http://bit.ly/dclRbb #fdasm
  • 07:09:58: @johannask - I think the link is broken - use this for the FDA transcript: http://bit.ly/awuWFI #fdasm
  • 07:26:26: New study finds Multiple Sclerosis support program Increases treatment adherence & persistence, reduce relapses http://bit.ly/9lhD0x
  • 07:33:56: AWESOME! HHS & Johnson & Johnson @jnjcomm partner 2 launch TEXT4BABY mobile health program 4 expectant moms: http://bit.ly/cmSkYE #hcsm
  • 07:38:12: Great blog post! Big Pharmaceutical Companies Making Cautious Plays for Facebook Users http://bit.ly/bKj1Yd #fdasm #hcsm
  • 07:40:34: Highlights from NY Social Media Week: "Despite regulation, cool things are brewing in healthcare and finance": http://bit.ly/cpKDAx
  • 07:43:30: Powerful story about the use of social media to fight cancer: http://bit.ly/dBPAmx #fdasm #hcsm
  • 07:46:04: The knife cuts both ways. "Families Use Social Media To Respond To Gardasil Side Effects" http://bit.ly/9vnGgQ #fdasm #hcsm
  • 08:11:21: @ susfeig I must ask, why not just leverage (& encourage) existing technology like twitter w/hastags 2 ask speaker questions at #epharma?
  • 08:40:05: Yes
  • 09:20:32: Agreed! RT @swoodruff: Now up at #epharma: @durbaniak (Sanofi). Dennis is one of the smart guys in the room.
  • 11:07:58: In case you missed it: new interview with FDA re: Internet & Social Media Guidance Process -- call for data! http://bit.ly/awuWFI #fdasm
  • 11:48:40: Booked flight to get out of philly 2day before massive storm. Just received call that the flight I was on 2morrow cancelled! Whew! #epharma
  • 11:58:29: Changed my flight. At airport! Connect via phone tomorrow? My flight tomorrow cancelled!


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Tuesday, February 09, 2010

The FDA’s first public response after November’s hearing reveals clarification and direction to the ePharma industry.

Ignite Health’s POV on the recent interview with Dr. Jean-Ah Kang, Special Assistant to Tom Abrams, DDMAC, including key takeaways and implications

By Ross Fetterolf, SVP Brand Strategy and Channel Innovation, Ignite Health

If you are like me, and routinely struggle to even find time to devote to a few 140-character tweets from your peers, the idea of perusing a 20-page transcript can feel a bit overwhelming. So to those who are time-challenged, or even non-caffeinated, I offer this brief summary to the recent interview between Fabio Gratton, Chief Innovation Officer, Ignite Health and Dr. Jean-Ah Kang, Special Assistant to Tom Abrams, DDMAC. My summary will focus on the key points from the interview, as well as some implications for the ePharma space. Whether you are trying to get the ISI proportion right on some branded banners, or you’re gearing up to launch a multi-celebrity Twitter page (wait a second, that already happened) hopefully this summary will provide you with some insights you can apply to your role in our growing healthcare social media community.

Key Topics Discussed:

1) November Hearing Participation Mix

The attendees at November’s hearing have been much debated, and through this interview we learn how the attendees were selected, quite simply, on a “first come, first served” basis. Says Dr. Kang, “We invited any speaker and all speakers who registered by the deadline of October 9.” The FDA admits that they strived to get a good mix of presenters – from Industry (Pharma), to Internet solution providers (agencies, search engines, etc.) and patients, but that they were “actually surprised that there wasn’t more Industry representation,” Dr. Kang stated, sharing her personal perspective, “because we obviously work with pharmaceutical companies and manufacturers on a regular basis as it relates to their promotional materials.” Dr. Kang was sure to encourage any and all participation, so while the presenters at the hearing may have tended heavily toward agencies and solution providers, comments are welcome by anyone, and the FDA sees this as an opportunity to round out the overall demographics of the comments supplied.

2) Understanding the FDA’s Process, and What Comes Next

Through this interview, the FDA’s guidance process comes into greater focus, starting with the two-day hearing in November, followed by the public comment period (our current stage), draft guidance (potentially), then another public comment period, and finally, the issuance of a final guidance. So what’s important to realize is that there is no formal commitment from the FDA that any guidance will be provided. One thing, however, is clear: If guidance is supplied, it will not focus on specific social media tools (i.e., YouTube, Twitter), but rather, it will focus on “concepts that have long-term applicability.” Says Dr. Kang, “If we issue a guidance, it’s not going to be a guidance on Twitter or Facebook, because I think that would be problematic for us, especially since technology always changes. How would we keep up to date? And would it be useful to the public? So investing all the time and resources into that level of specificity in a guidance would not make sense.”


3) A Call for Comments, Specifically Data

As of the interview date, only 11 comments have been submitted since the November hearing, and while the stated February 28 deadline looms, we learn that the docket doesn’t actually close on March 1, and comments can still be submitted. But a “heads up” to Dr. Kang is suggested to let her know that you have comments or feedback in progress. So what kind of comments is the FDA still looking for? Comments that provide additional data not reviewed in the November hearings will be of particular value. At an organization’s request and based on workload, the FDA may provide “technical assistance” on data proposals in an effort to add to the FDA’s learnings on these topics.

4) FDA to Pharma: Continue to Educate, Draft Internal Guidelines

Don’t view the FDA’s potential guidance as the “magic bullet” to moving forward with social media. To operate in this space effectively, we need to continue to invest in education on these technologies, and establish guidelines at a company level to ensure we have a process in place. And just in case you were starting to get a little self-conscious about your knowledge of social media (have a Foursquare account yet?), you can seek solace in the words of Dr. Kang: “I can tell you that in fact I am on a huge learning curve myself with just social media in general, the tools and how they’re each used.”

So those are my four key highlights, and now I’d like to shift the focus of this piece onto some implications that this interview will have on our industry. Think of this as my prescription to all the Pharma companies and interactive agencies that play in our space, you have my word that I’ll keep the off-label advice to minimum.

Key Implications:

1) Launch Internal Data Studies

As agencies, service providers, and even Pharma companies, we have access to incredible amounts of data. I sometimes walk into our metrics department late at night just so I can see what my life would have been like if I had decided to be a math major. This data drives conversations that we have with clients about the properties and tools we create, and it that can help drive decisions from the FDA. Ultimately, the data that sits in our log-files can help us optimize our efforts to reach patients and ensure that the valuable products and information gets to the right people, in the right way.

Ignite shared a data study at the November hearing (A multi-year, cross-brand review of how users find Brand.com Web sites and the impact of the referring source on a user’s content consumption), and so did others like Digitas Health and Wego Health. Maybe you have a study in mind but don’t want to invest the time and resources without knowing it will be valuable. What should you do? The answer’s simple, write up a detailed study design and send it to Dr. Kang for “technical assistance” before proceeding. What’s in it for you or your agency? Your study has the power to influence guidance, and, dare I say, even potentially rewrite history. Do I dream of having a bullet on my resume that reads, “In 2010 I resurrected the one-click rule?” Yes. Yes I do.

Or perhaps you are a member of a pharmaceutical company, and aren’t sure where to get started or how to begin? I suggest that Pharma companies work with PhRMA to execute these studies, applying existing grants toward hypothetical studies that can generate data to help move our industry forward through research.

2) Be Solutions Oriented

I won’t go into a lot of detail here as the title speaks for itself, but I will say this, I thought Google’s newly proposed paid search ad format was a game-changer. It’s already being adopted (just search “Yaz side effects”), but this is just one potential solution of many. So maybe the whole “official FDA badge” idea didn’t pan out, but there are lots of ideas out there that could change our thinking. Maybe you have other ways to convey safety information in a more balanced way? Maybe there is an opportunity to bring safety information (universally a top viewed page) to life on our sites that could further educate our customers? I’ll stop asking open-ended questions now – just consider being more “social” with your ideas.

3) Escalate Education Efforts

Everyone you talk to in our industry has their own POV on social media: what it means, how it works, the best examples, or where it’s heading. Make it a goal to expose more people in our industry to these POVs, whether it’s agency folk, eMarketers, brand team members, upper management or, perhaps most importantly, medical and legal personnel. Let’s go through the education process together, and continue exploring these new technologies that are transforming the way we consume information and communicate with one another. It should be our collective goal to never stop learning.

4) Draft Policy Documents

Like the education process, many agencies are partnering with clients to develop social media policy documents. The FDA’s comments worked to reinforce the importance of continuing these efforts, not sitting back and passively waiting for the FDA to deliver the final say on what you can and can’t do. And if official guidance does arrive from the FDA, we know it won’t be specific to certain technologies, but your policy documents can and should be. Make a concerted effort to outline when and how it is appropriate for your company to engage in social media, and what your process will be for evaluating these efforts, as they will be unlike any projects you have taken through your review system, with their own unique set of rules. Start with the technologies you would be most likely to utilize (e.g., Facebook, YouTube, and even Twitter), and rely on your agency partners to educate you about new developments within these platforms, ensuring your policy documents adapt to stay current along the way.

5) Consider the FDA a Partner

One item that stood out during Dr. Kang’s interview was her (and the FDA’s) openness to provide direction and feedback, even outside of the typical construct of the process. Many times she alluded to reaching out and discussing ideas with her, sharing concepts or proposals, with a commitment to provide feedback. Maybe it’s time that companies start to have more of a relationship with the FDA.

A popular joke in our agency comes when we are locked in a conference room, hard at work brainstorming solutions for clients (shameless Ignite Health plug), when out of nowhere, the conference phone rings. Without fail, someone will say, “It’s the FDA. They won’t approve that last idea.” All joking aside, we’ve noticed more questions in RFPs lately that seek to understand our relationship with the FDA, how educated on the guidelines we are, and if we have internal policies in place to keep clients out of a warning letter’s way. Perhaps this is a quality Pharma companies should start to demand of an agency partner?

Final Thoughts

I will end this article with a quote from Dr. Kang that I believe represents another important step forward for our industry:

“We also believe that the Internet and social media tools can be a good way to disseminate information about prescription drugs, disease states, and medical issues.”

The November hearings were just another step toward bringing us all together as an industry to determine the best ways to help patients. But don’t let the dialogue stop here. Continue to engage the FDA with your questions. Inform the industry with your data. Educate your partners (be they clients or agencies) about social media. And work towards development of internal policies that can be more easily adapted if/when the FDA does provide their official guidance.

And if that’s not enough, we can all look forward to another presentation from the FDA on February 24 at the 22nd Annual Conference on Marketing Pharmaceuticals: Integrated Marketing, Emerging Media Trends, and New Regulations. I hope to see you there.

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From Twitter 02-08-2010





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Monday, February 08, 2010

From Twitter 02-07-2010



  • 15:49:33: RT @KWALSH30: RT @skypen @epharma @pharmaguy #epharma is the HASHTAG please ReTweet!
  • 16:29:14: What time does workshop start?
  • 18:54:47: Agreed. Probably cheapest too! RT @jamielacey28: IMHO Google ad was above the rest so far. Fairly intelligent. Held my interest. #superbowl


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