For some time, the pharmaceutical industry has been wondering around the social media space with a blindfold on. With no guidance, and no indication of any position whatsoever, FDAs DDMAC has let each medical products take their chances in the social media space, occasionally enunciating policy by issuing untitled letters rather than proactively laying out some of the do's and dont's of social media in general, and twitter in particular.
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My name is Mark Senak. I’m a lawyer and I work at the international communications firm FleishmanHillard in New York. For the past several years, I have been consulting with pharmaceutical and biologic companies that are engaged in the process of bringing new drugs to market. I have also worked extensively with an array of medical societies and patient organizations providing strategic communications counsel and media training.Stay Connected
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I am an authority on regulatory aspects of communications and medical products, with particular emphasis on pre-approval communications; strategist to help pharma and biotech companies prepare best case for advisory committee approval; and counselor in issues and crisis management. I am a frequent speaker on various aspects of same - drug development, promotion, reimbursement and new media in a highly regulated environment. Author of books, newspaper and magazine pieces related to drug marketing and promotion as well as HIV specialty pieces. And of course... blogger!About This Blog
Eye on FDA is published by Mark Senak of FleishmanHillard’s New York office. The thoughts and ideas in this blog and postings are strictly my own and are not screened by my employer. Everything posted on this blog is my personal opinion and does not necessarily represent the views of FleishmanHillard or its clients.
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I have taken a couple of days to check over the Twitter stream coming out of FDA. They don’t seem to reply to- or establish any comment on other people’s twits. So I don’t think that your criticism of FDA for having this communication line is entirely on base. You want FDA to create guidelines governing two-way online conversations via Twitter and other social marketing programs. (I actually agree that FDA could draft guidelines clarifying some of the confusion.) However, FDA isn’t using Twitter for two-way conversations. It’s more of a 140 character-limited blog post.
Another key distinction is that pharma companies would be using twitter to market their products, which is itself a highly regulated activity; whereas the FDA twitter is notifying the public of approvals, label changes, etc., but is not promoting products. They seem like entirely different activities to me.
Oh Pierce, you and I are always star crossed. If the FDA says that a
product is approved, and the company says a product approved and it is the
same message, what is the difference? How can news about a company be
different from news from a company. News is news.
On Wed, Sep 16, 2009 at 12:39 PM, wrote:
Actually, I really enjoy your blog and find it to be very useful reading.
You really don’t think it’s different when the FDA reports on a drug approval versus when the manufacturer reports on it? The FDA and the manufacturer will be using the same language, for the same audiences, including the same links? Will the manufacturer also be twittering to let us know when they have to strengthen the warning on their label, or when their competitor’s product is approved or when a generic becomes available? I’m sure you know that it’s not just what you say, but how you say it, that matters.
I see your point and agree that the FDA should be able to give guidance on this issue. But I think you have to agree that a drug manufacturer and the FDA are going to differ in many respects in what they want to communicate, why, and how.
You are right. They are different and I do think there should be standards
for pharma communications via Twitter and other digital communications. But
if they are both announcing an approval, I don’t think they are different.
My point is – it is the message not the medium is insufficient – and I
think that our discussion proves that. DDMAC needs to get off the dime.
I’m glad you like the blog. I like your comments too and always respond
when I have the time, which lately has been spare! Best, Mark
On Wed, Sep 16, 2009 at 3:04 PM, wrote: