FDA’s Web 2.0 / Social Media
Efforts
FDA Traditional Digital Communications
Page ƒ 2
U.S.Administration
Food & Drug Administration
U.S. Food & Drug
The Rise of Mass Social Media
Page ƒ 3
U.S. Food & Drug Administration
1
Why Web 2.0 Is Important to FDA
Page ƒ 4
U.S. Food & Drug Administration
Why is Web 2.0 Important to the FDA?
IMPACT
“Federal health officials seem
to be … using every
conceivable technology to
reach different audiences—
consumers affected by the
recall, interested members of
the public, print and television
media, state and local
partners, and bloggers. When
I say every technology, I
mean it.”
(http://targetpopulation.wordpress.c
om/2009/03/02/feds-use-socialmedia-for-peanut-recall-outreach/)
Page ƒ 5
U.S. Food & Drug Administration
Why is Web 2.0 Important to the FDA?
FDA should be (must be) where people are
• Increases the dissemination and potential impact of
FDA’s information, guidance, and services
• Leverages unique characteristics of emerging channels
• Reaches diverse audiences
• Allows for tailored health messages
• Facilitates interactive communication and community
• Engages and empowers people to make healthier and
safer decisions
Page ƒ 6
U.S. Food & Drug Administration
2
Why is Web 2.0 Important to the FDA?
FDA Must Have a Presence in the Online Marketplace
W
I
D
G
E
T
S
Page ƒ 7
U.S. Food & Drug Administration
Twitter Expansion
Page ƒ 8
Widgets: Content Syndication
Page ƒ 9
U.S. Food & Drug Administration
19.5 Million page views,
placement on over 20,000 sites
U.S. Food & Drug Administration
3
Widget Was Placed on 20,000+ Sites
Page ƒ 10
U.S. Food & Drug Administration
Widgets: Content Syndication
• 10/14 to 10/6/09:
• Almost 16,000 Visits
Page ƒ 11
• Over 4000 site placements
U.S. Food & Drug Administration
Content Syndication via Partnerships
Page ƒ 12
U.S. Food & Drug Administration
4
Online Partnerships
Page ƒ 13
U.S. Food & Drug Administration
YouTube
Page ƒ 14
U.S. Food & Drug Administration
Blogs
Page ƒ 15
U.S. Food & Drug Administration
5
Webinar for Bloggers
Page ƒ 16
U.S. Food & Drug Administration
Leveraging Partnerships
http://m.cdc.gov/
US GOV/HHS Health Alert: Get peanut
butter recall info at FDA:
http://www.fda.gov/salmonella or CDC:
800-232-4636. More:http://m.cdc.gov
E-Cards
Page ƒ 17
U.S. Food & Drug Administration
Future Plans at FDA
ƒ Mobile Health
ƒ Content Syndication
ƒ Web 2.0 Council to Guide Efforts
Page ƒ 18
U.S. Food & Drug Administration
6
FDA Public Hearing Nov 12 - 13
Background: In October 1996, FDA held an Internet Public
Meeting on Advertising and Promotion of Medical Products. A
guidance was never issued publicly. Given the evolution of the
Internet and other rapidly emerging technologies used today to
promote FDA-regulated medical products, there are many questions
and concerns from industry as to how to apply existing regulations
to promotion in newer media.
Subject: Promotion of FDA-Regulated Medical Products Using the
Internet and Social Media Tools (Part 15 Public Hearing)
Date and location: Thursday and Friday, November 12-13 at the
National Transportation and Safety Board in Washington D.C.
Goal: We hope that we will be able to eventually issue a draft
guidance for industry as a result of this meeting.
Page ƒ 19
U.S. Food & Drug Administration
Early Lessons Learned
"The future has arrived, it's just not evenly distributed
yet."
- William Gibson, Author
ƒStart Somewhere: Evolution vs. Revolution
ƒStart Just Listening
ƒStart Low-Risk, High-Impact
Page ƒ 20
U.S. Food & Drug Administration
Early Lessons Learned
ƒDon’t Recreate the Wheel
ƒListen to The Wisdom of Crowds
ƒUsability Test to Evaluate Goodness
Page ƒ 21
U.S. Food & Drug Administration
7
Questions
SANJAY J. KOYANI
Director, FDA Web Communications
U.S. Food and Drug Administration
Sanjay.koyani@fda.gov
Page ƒ 22
U.S. Food & Drug Administration
8