Presentation to the Life Science Alley Small Business Leaders' Forum about social media and leveraging it for increased visibility.

1. Is Social Media Right for Your
Life Science Start-Up?
Diving in Without Sinking
Small Business Leaders’ Forum
Life Science Alley
November 2012

2. • Facebook has 1 billion users
• Twitter has 500 million users
• 52% of Facebook users and 33% of Twitter
users engage with the platform daily
• LinkedIn is growing by two new accounts
every second. There are 900,000 interest
groups on LinkedIn
• YouTube is the world’s 2nd largest search
engine

3. Social Media = Web 2.0

4. Doctors Use Social Media
• 85% of oncologists and primary
care doctors use social media
professionally
• 61% use weekly and
25% use daily to explore
new medical information
• 58% find social media
beneficial; good way to get
current, high-quality
information

5. Physicians
without
existing
relationship
with medtech
companies
show interest
in interacting
via digital
sources

6. Consumers Use Social Media
• 66% a specific disease or
medical problem
• 56% a certain medical
treatment or procedure
• 44% doctors/health
professionals
• 36% hospitals or other medical
facilities
• 33% health insurance

7. Why Embrace
Social Media Wave
• Marketing landscape is changing
• Health care cost pressures
• Competition for physician time
• Social media is here to stay

8. How Medical Device Companies
are Using Social Media

9. Other Ways to Use
Social Media Networks
• Research and product
development
• Recruit, collect clinical
research
• Gather competitive
intelligence
• Track disease-specific and
patient trends
• Conduct market research

10. FDA and the Regulation
of Social Media

11. FDA’s Guidance to Unsolicited
Requests for Off-Label Information
. . . “providing truthful, balanced, non-
misleading, and non-promotional scientific or
medical information that is responsive to the
specific request, even if responding to the
request requires a firm to provide information
on unapproved or uncleared indications or
conditions of use.”

12. FDA Examples of Solicitation
• Tweeting study results suggesting an off-label use is
safe and effective.
• Establishing standard response websites that in part
include off-label information.
• Encouraging third-party bloggers to post about off-
label use.
• Creating a username, e-mail address, or URL that
suggests off-label use.
• Requesting users to post videos about their product
experience on a site such as YouTube, resulting in
videos on off-label use.

13. Sponsored Links and Widgets
• Social media has space limitations
• One Click Away may not be enough
• When “One Click Away” is sufficient

14. Even With Risks, Benefits Exist
1. market your products more effectively
2. be better positioned to monitor and
control information about your products
3. advance public health and provide
benefits to patients and the medical
community

15. Using Social Media
is an Ongoing Process

16. 1. Identify Social Media Goals

17. 2. Determine Audience

18. 3. Choose Social Media Tools

19. Optimize Website

20. YouTube

21. LinkedIn

22. Facebook

23. Twitter

24. Internet PR

25. 4. Protect Your Brand

26. 5. Engage, Interact, Listen

27. 6. Measure Results

28. Social Media Requires
Commitment and Diligence
• Understand how social media works
• Know audience
• Establish goals and objectives
• Adhere to applicable regulations
• Put social media policies and training in place
• Make commitment for the long haul
• Listen actively and be responsive
• Measure results

29. Is Social Media Right for Your
Life Science Start-Up?
Diving in Without Sinking
Questions?

30. CVRx Microsite

31. U.S. Adults With Online Access &
Online for Health Information

32. Types of smartphone devices Sites physicians access to
physicians own or use watch video for medical purposes
Top social media sites Physicians using online
used by physicians promotional resources