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As originally asked by Jean-Marc Wismer. – Market is ophthalmology / glaucoma — very specialized Jean-Marc Wismer Burrell (Bo) Clawson “Vic Gundotra, formerly Sr. VP of Social (and now, of Engineering) at Google, and head of the company’s social networking service Google+, hasn’t posted anything on his Twitter account since July 2011. Why?” “‘I was asked not to do that by my boss [Page]. I tweeted a tweet about two companies [Microsoft, Nokia] that went viral, went very very viral and made a lot of headline news.” Burrell (Bo) Clawson The intent of a typical clinician to clinician “social media interaction” is often to get facts. If social media with customers is to be acceptable, it seems it must stick to facts and not hyperbole and irrelevant TV advertising content about how good it is to have a laxative that works at the family picnic. Scott Frangos Tom Albright Burrell (Bo) Clawson It is up to the marketing and sales planning to use all appropriate avenues to get the word out to both the clinical and patient sides of the marketplace. In medical markets we want to avoid misstatements which get the FDA riled up as suggested by others here. What guidelines do medical device makers use with their social media people to avoid misstatements? Scott Frangos We like to cater differently to different “personas” you are trying to influence. You have mentioned Doctors, and I would second the idea that LinkedIn is a good place to hunt them down. I would also not underestimate the rise of Google+ — already it offers several SEO advantages (the other reason to factor in Social Media — it increasingly helps your SEO). You can also target another influencing “persona” or two — perhaps the office manager or practice manager, related specialists (optometrists?), and the end user — the patients/public. The key is Analytics tracking for this so you can calculate the ROI for your efforts. Burrell (Bo) Clawson Tom Albright Robert Urbina Patients on Facebook will ask questions the company may not be able to address at this point and if fluid answers are not given by your company, the “viral” result may not be favorable. I base my point on my experience. (If you post it, non-consumers will see it. Facebook is not a secure means of data transmittal at any level) Be aware of your audience and the potential observers. Burrell (Bo) Clawson Using social media would mean having carefully trained people who responded on those sites it seems. Burrell (Bo) Clawson We will definitely have professional medical device promotional people handle both the retail and professional sales side as we move forward from this point. Tom Albright Tom Albright Jean-Marc Wismer Robert Urbina When I was new to the med device environment I was told propriety was paramount. Never disclose any information without regulatory approval. Any information distributed by an employee may be considered a liability if incorrect even if the person was not authorized to disclose. I have also seen a quick verbal comment cause a full FDA audit. My comment would be to be careful with this. If one person is known to broadcast company information on twitter or Facebook, then other employees may feel naturally entitled to do the same. Other employees may not have a full understanding of the legalities or the ramifications of their post. Something as simple as, “hey guess what we are doing at my company…” can create a difficult situation for the company as a whole. I would say that if social media is considered as a means of distributing company information, then policies and procedures in managing this process should be put into place. Regulatory would be a good start for this process. Tom Albright Joe Hage Marc Hollingworth Marked as spam
 Posted by Asked on June 2, 2013 2:19 am
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