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Social Media Presentation 12Jul2012

Chris Sanders
Chris Sanders

The document provides an overview of Millennium Pharmaceuticals' use of social media for engagement and pharmacovigilance purposes. It discusses defining social media, the company background, regulatory considerations around adverse event reporting, and a case study of Millennium's social media initiatives including establishing guidelines and monitoring conversations. It also outlines a five step process for implementation and considerations for deciding where to participate in social media conversations.

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Social Media at Millennium: A Case for Entering the Conversation WCI PV Legal Forum Boston, MA July 12, 2012 Follow Us! Pat Connelly Veronique Kugener, MD, MBA, MSc Associate Director, Digital Strategy & Communications Vice President, Pharmacovigilance & Risk Management Christopher Sanders Manager, Pharmacovigilance & Risk Management 2012/12/29
Legal Disclaimer The content of this presentation is based on publicly available information and does not necessarily represent positions held by any of the presenters or Millennium: The Takeda Oncology Company or any of its affiliates. 1 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Overview Company Background Defining Social Media - What is it and Who uses it? - Biopharma and Social Media Millennium: A Case Study AE/PC Reporting Considerations - Current and Future Regulation 5 Steps to Implementation 2 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Millennium: The Takeda Oncology Company Fully Integrated Biopharmaceutical Company Global Focus in Oncology Integration of discovery, development and commercial insight Founded in 1993 Headquartered in Cambridge, MA Approximately 1,500 employees Wholly owned subsidiary of Takeda Pharmaceutical Company Limited 3 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Millennium: The Takeda Oncology Company A Bold Vision and Mission Our Vision We aspire to cure cancer Our Mission To deliver extraordinary medicines for people with cancer worldwide through our science, innovation and passion 4 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
A Great Place to Work FORTUNE magazine ranked Millennium 35 on its list of the 2012 100 Best Companies to Work For 5 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Defining Social Media 6 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Directional Change in Communication Web 1.0 Web 2.0 http://bit.ly/KwCQqz http://bit.ly/KVCaQ3 7 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Controlling the Conversation? The Groundswell Social phenomena enabling a power shift to the consumer Threat or Opportunity? Using social technologies to shape consumer perceptions 8 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
The Big Three 900MM+ Active Users 200MM+ Active Users 800MM+ Users 1 in 8 people globally 107MM in US alone 4 billion views / day 1 in 5 page views 175MM Tweets / Day 1 hr uploaded / sec 510k comments / min 51% of Active Users More in 30 days than Source: Ansonalex.com follow Company/Brand US TV networks Source: Edison Research created in 60 years Source: Time Magazine 9 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Social Media Mavens? YES a NO a +23,000,0000 +454,000,0000 +56,000,0000 10 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Social Media and Biopharma: The Unfortunate Reality 11 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Understanding the Reality Social Media and Biopharma We may change lives but, were not cool Good reasons social hasnt swept biopharma Difficult to assess risk Lack of established processes Apprehensiveness around AE/PCs Social is a sentencing Highly regulated environment Social wont drive a transaction Time and alignment to implement AE/PC reporting Resource allocation 12 12 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
The Heart of the Matter 80% of Internet Users Search Online for Health Information 18% are Searching for Others with Similar Health Concerns. Source: Pew Internet Research, Mar 2012 13 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Social Medias Corporate Impact Driving Patient Care Syndicate Additional Resources Circulating News Information / Global Communications Real-time Updates (micro-blogging) Understand our customers better HR / Recruitment Clinical Trial Recruitment Crisis Management Enhancing Corporate Image Branded Marketing (coming soon?) 14 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Millennium: A Case Study 15 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Millenniums Use of Social Media 2010 2011 16 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Deciding to Enter the Conversation Owning our Handles Digital Guidelines & Policies for the Creation of Standards Online AE/PC Reporting Social Media Policy Interactive Training for Employees Corporate and Brand Listening Survey 17 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Listening Survey Results Final AE/PC count in- line with expectations <3% of total posts Majority of conversation was neutral Shared the results of the survey to educate http://bit.ly/Jausyf on social media and to set benchmarks 18 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Fit Within the Existing Organization Vision > Mission > Strategy > Tactics 19 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
1000 Cranes of Hope 20 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
1000 Cranes of Hope Visual representation of our company vision and commitment to patients Engages our community by allowing them to post wishes online User content screened before posted 21 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Entering the Conversation 22 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Regulatory Considerations: AEs, PCs and Off-Label Use 23 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Dispelling Social Medias AE Myth Intent of Online Conversations 2011 Visible Technologies Study 30 day study, 224 major pharma brands (Rx/OTC mix) 3.3% of social medial mentions for pharma brands contained an AE 24 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Definitions Company-Sponsored content that is owned, paid for or controlled (authority over content) by the company. Website owned by the company Sponsoring a page on a website/platform the company doesnt own Non-Company Sponsored company doesnt have any influence or control over the content. 25 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
US Regulations Guiding Principles of FDA are Channel Agnostic New Tools, Old Rules Same Rules apply to Digital No Clear Guidance on Social Media Guidance Responding to Req for Off-Label Information Dropped Social Media from its Guidance Agenda 26 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
European Regulations Current: Companies responsible for monitoring their own digital properties for safety issues. Proposed: Recommendation to actively monitor digital media, such as those of patients disease-specific support groups, in order to monitor for significant safety issues which may necessitate reporting. 27 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Past EMA Regulation Volume 9A, Part 1, Sec 4.3.3: 28 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
New GVP Module, Effective July 2012 GVP Mod VI, Sec B.1.1.4: Source: EMA Good Pharmacovigilance Practices 25Jun2012 Millennium: The Takeda Oncology Company
General Takeaways No Single, Definitive Source to Spell Out Regulations Local & National Legislation National Codes of Practice produced by Industry Associations UKs PMCPA & ABPI, Swedens LIF, Turkeys AIFD Global Campaigns One Size Does Not Fit All Regional Variability in Regs and Interpretations in Local Markets 30 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
EMA Publishes EV Data www.adrreports.eu Site launched in May 2012 (now 22 languages) Data directly from Eudravigilance Database ~650 Centrally Approved Medicines Nationally Approved expected in coming year Effort for transparency; additional challenges for MAHs 31 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
EMA Publishes EV Data www.adrreports.eu 32 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
EMA Publishes EV Data www.adrreports.eu 33 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
EMA Publishes EV Data www.adrreports.eu 34 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
FDA AERS Data www.adverseevents.com/ 35 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
FDA AERS Data www.adverseevents.com/ 36 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
FDA AERS Data www.adverseevents.com/ 37 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
5 Steps to Implementation 38 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Five Steps to Getting Started http://www.flickr.com/photos/oranguchang/3530584234/ 39 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
#1 Define the Problem Where are the obstacles? Who needs what information? http://www.flickr.com/photos/7363465@N08/3925513417/ 40 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
#2 Listen to Your Users What are they talking about? Where are they talking? Who are the influencers? http://www.flickr.com/photos/gideon/429590768/ 41 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
#3 Choose the Right Tools Understand the social platforms Understand their social context Know how to configure them http://www.flickr.com/photos/usefulguy/226362739/ 42 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
#4 Define Your Protocols Pre-define your protocols Leverage existing procedures http://www.flickr.com/photos/liberato/2292651755/ 43 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
#5 Deploy and Learn Integrate data points throughout Have defined success criteria Experiment & iterate http://www.flickr.com/photos/natronics/6133831304/sizes/l/in/photostream/ 44 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
45 鐔 12 Jul 2012 2012/12/29
Follow Us on Twitter! 46 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Additional Resources PWC Health Research Institute Social Media likes Healthcare from Marketing to Social Business Apr 2012 PMGroup Digital Handbook: Guide to Using Digital and How to Make the Most of It Apr 2012 Visible Intelligence White Paper AE Reporting in Social Media Oct 2011 ABPI Pharmacovigilance Expert Network Guidance Notes on the Monitoring of AEs and PCs from Pharmaceutical Company Websites 13Jun2011 Drug Safety Alliance Social Media and Postmarketing Drug Safety Apr 2011 Synthesio Leveraging Social Media for Pharmaceutical Companies Dec 2010 47 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
2011 Pharma Social Media Highlights Source: Drug Safety Alliance Social Media and Postmarketing Drug Safety Apr 2011 48 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Understanding the Landscape Monitored Less Pharma User-Generated User-Generated User-Generated More Risk Published Pre-screened Post-screened Un-screened Risk Real-time 49 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
Deciding Where to Play Your Web Site Social Platforms Host Your Own Social Platforms Custom social Leverage platforms that functionality people are already on Provide unique content Efficient distribution and interactivity More control 50 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
The Conversation Prism Social conversations include community, crisis, suppo rt, product, sales, market ing, and PR. The 28 types of channels can be divided into 4 categories including ongoing feedback and insight, participation, real world and online connections. 51 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company

More Related Content

Social Media Presentation 12Jul2012

  • 1. Social Media at Millennium: A Case for Entering the Conversation WCI PV Legal Forum Boston, MA July 12, 2012 Follow Us! Pat Connelly Veronique Kugener, MD, MBA, MSc Associate Director, Digital Strategy & Communications Vice President, Pharmacovigilance & Risk Management Christopher Sanders Manager, Pharmacovigilance & Risk Management 2012/12/29
  • 2. Legal Disclaimer The content of this presentation is based on publicly available information and does not necessarily represent positions held by any of the presenters or Millennium: The Takeda Oncology Company or any of its affiliates. 1 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 3. Overview Company Background Defining Social Media - What is it and Who uses it? - Biopharma and Social Media Millennium: A Case Study AE/PC Reporting Considerations - Current and Future Regulation 5 Steps to Implementation 2 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 4. Millennium: The Takeda Oncology Company Fully Integrated Biopharmaceutical Company Global Focus in Oncology Integration of discovery, development and commercial insight Founded in 1993 Headquartered in Cambridge, MA Approximately 1,500 employees Wholly owned subsidiary of Takeda Pharmaceutical Company Limited 3 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 5. Millennium: The Takeda Oncology Company A Bold Vision and Mission Our Vision We aspire to cure cancer Our Mission To deliver extraordinary medicines for people with cancer worldwide through our science, innovation and passion 4 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 6. A Great Place to Work FORTUNE magazine ranked Millennium 35 on its list of the 2012 100 Best Companies to Work For 5 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 7. Defining Social Media 6 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 8. Directional Change in Communication Web 1.0 Web 2.0 http://bit.ly/KwCQqz http://bit.ly/KVCaQ3 7 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 9. Controlling the Conversation? The Groundswell Social phenomena enabling a power shift to the consumer Threat or Opportunity? Using social technologies to shape consumer perceptions 8 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 10. The Big Three 900MM+ Active Users 200MM+ Active Users 800MM+ Users 1 in 8 people globally 107MM in US alone 4 billion views / day 1 in 5 page views 175MM Tweets / Day 1 hr uploaded / sec 510k comments / min 51% of Active Users More in 30 days than Source: Ansonalex.com follow Company/Brand US TV networks Source: Edison Research created in 60 years Source: Time Magazine 9 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 11. Social Media Mavens? YES a NO a +23,000,0000 +454,000,0000 +56,000,0000 10 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 12. Social Media and Biopharma: The Unfortunate Reality 11 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 13. Understanding the Reality Social Media and Biopharma We may change lives but, were not cool Good reasons social hasnt swept biopharma Difficult to assess risk Lack of established processes Apprehensiveness around AE/PCs Social is a sentencing Highly regulated environment Social wont drive a transaction Time and alignment to implement AE/PC reporting Resource allocation 12 12 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 14. The Heart of the Matter 80% of Internet Users Search Online for Health Information 18% are Searching for Others with Similar Health Concerns. Source: Pew Internet Research, Mar 2012 13 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 15. Social Medias Corporate Impact Driving Patient Care Syndicate Additional Resources Circulating News Information / Global Communications Real-time Updates (micro-blogging) Understand our customers better HR / Recruitment Clinical Trial Recruitment Crisis Management Enhancing Corporate Image Branded Marketing (coming soon?) 14 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 16. Millennium: A Case Study 15 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 17. Millenniums Use of Social Media 2010 2011 16 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 18. Deciding to Enter the Conversation Owning our Handles Digital Guidelines & Policies for the Creation of Standards Online AE/PC Reporting Social Media Policy Interactive Training for Employees Corporate and Brand Listening Survey 17 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 19. Listening Survey Results Final AE/PC count in- line with expectations <3% of total posts Majority of conversation was neutral Shared the results of the survey to educate http://bit.ly/Jausyf on social media and to set benchmarks 18 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 20. Fit Within the Existing Organization Vision > Mission > Strategy > Tactics 19 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 21. 1000 Cranes of Hope 20 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 22. 1000 Cranes of Hope Visual representation of our company vision and commitment to patients Engages our community by allowing them to post wishes online User content screened before posted 21 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 23. Entering the Conversation 22 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 24. Regulatory Considerations: AEs, PCs and Off-Label Use 23 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 25. Dispelling Social Medias AE Myth Intent of Online Conversations 2011 Visible Technologies Study 30 day study, 224 major pharma brands (Rx/OTC mix) 3.3% of social medial mentions for pharma brands contained an AE 24 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 26. Definitions Company-Sponsored content that is owned, paid for or controlled (authority over content) by the company. Website owned by the company Sponsoring a page on a website/platform the company doesnt own Non-Company Sponsored company doesnt have any influence or control over the content. 25 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 27. US Regulations Guiding Principles of FDA are Channel Agnostic New Tools, Old Rules Same Rules apply to Digital No Clear Guidance on Social Media Guidance Responding to Req for Off-Label Information Dropped Social Media from its Guidance Agenda 26 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 28. European Regulations Current: Companies responsible for monitoring their own digital properties for safety issues. Proposed: Recommendation to actively monitor digital media, such as those of patients disease-specific support groups, in order to monitor for significant safety issues which may necessitate reporting. 27 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 29. Past EMA Regulation Volume 9A, Part 1, Sec 4.3.3: 28 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 30. New GVP Module, Effective July 2012 GVP Mod VI, Sec B.1.1.4: Source: EMA Good Pharmacovigilance Practices 25Jun2012 Millennium: The Takeda Oncology Company
  • 31. General Takeaways No Single, Definitive Source to Spell Out Regulations Local & National Legislation National Codes of Practice produced by Industry Associations UKs PMCPA & ABPI, Swedens LIF, Turkeys AIFD Global Campaigns One Size Does Not Fit All Regional Variability in Regs and Interpretations in Local Markets 30 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 32. EMA Publishes EV Data www.adrreports.eu Site launched in May 2012 (now 22 languages) Data directly from Eudravigilance Database ~650 Centrally Approved Medicines Nationally Approved expected in coming year Effort for transparency; additional challenges for MAHs 31 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 33. EMA Publishes EV Data www.adrreports.eu 32 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 34. EMA Publishes EV Data www.adrreports.eu 33 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 35. EMA Publishes EV Data www.adrreports.eu 34 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 36. FDA AERS Data www.adverseevents.com/ 35 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 37. FDA AERS Data www.adverseevents.com/ 36 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 38. FDA AERS Data www.adverseevents.com/ 37 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 39. 5 Steps to Implementation 38 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 40. Five Steps to Getting Started http://www.flickr.com/photos/oranguchang/3530584234/ 39 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 41. #1 Define the Problem Where are the obstacles? Who needs what information? http://www.flickr.com/photos/7363465@N08/3925513417/ 40 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 42. #2 Listen to Your Users What are they talking about? Where are they talking? Who are the influencers? http://www.flickr.com/photos/gideon/429590768/ 41 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 43. #3 Choose the Right Tools Understand the social platforms Understand their social context Know how to configure them http://www.flickr.com/photos/usefulguy/226362739/ 42 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 44. #4 Define Your Protocols Pre-define your protocols Leverage existing procedures http://www.flickr.com/photos/liberato/2292651755/ 43 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 45. #5 Deploy and Learn Integrate data points throughout Have defined success criteria Experiment & iterate http://www.flickr.com/photos/natronics/6133831304/sizes/l/in/photostream/ 44 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 46. 45 鐔 12 Jul 2012 2012/12/29
  • 47. Follow Us on Twitter! 46 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 48. Additional Resources PWC Health Research Institute Social Media likes Healthcare from Marketing to Social Business Apr 2012 PMGroup Digital Handbook: Guide to Using Digital and How to Make the Most of It Apr 2012 Visible Intelligence White Paper AE Reporting in Social Media Oct 2011 ABPI Pharmacovigilance Expert Network Guidance Notes on the Monitoring of AEs and PCs from Pharmaceutical Company Websites 13Jun2011 Drug Safety Alliance Social Media and Postmarketing Drug Safety Apr 2011 Synthesio Leveraging Social Media for Pharmaceutical Companies Dec 2010 47 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 49. 2011 Pharma Social Media Highlights Source: Drug Safety Alliance Social Media and Postmarketing Drug Safety Apr 2011 48 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 50. Understanding the Landscape Monitored Less Pharma User-Generated User-Generated User-Generated More Risk Published Pre-screened Post-screened Un-screened Risk Real-time 49 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 51. Deciding Where to Play Your Web Site Social Platforms Host Your Own Social Platforms Custom social Leverage platforms that functionality people are already on Provide unique content Efficient distribution and interactivity More control 50 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company
  • 52. The Conversation Prism Social conversations include community, crisis, suppo rt, product, sales, market ing, and PR. The 28 types of channels can be divided into 4 categories including ongoing feedback and insight, participation, real world and online connections. 51 鐔 12 Jul 2012 Millennium: The Takeda Oncology Company

Editor's Notes

  1. Company Background Chris Defining Social Media PatMillennium: A Case Study PatAE/PC Reporting Considerations Chris5 Steps to Implementation Pat