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AreYouReadyforSocialMedia?

"Think from outside thebox, collapse the box…better still, drop somef**king dynamite into it."

John MackPublisher, Pharma Marketing News& Pharma Marketing Blog@pharmaguy on Twitterjohnmack@virsci.com

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SocialMediaReadinessAssessmentTool

Part1:RegulatoryEnvironment(45points)

− CorporateclimatewithregardtoregulaGon

− Understandingofregulatoryrisks

− Abilitytoaddressrisks

Part2:CorporateCulture(30points)

– Toleranceforrisk

– ReacGontonegaGvecommentary

– ParGcipaGnginsocialmediasitecriGcalofindustry

Part3:PersonalKnowledge&Awareness(25points)

– Knowledgeofvarioussocialmediaapps

– Awarenessofimpactofsocialmediaonpharmastakeholders

– Personaluseofsocialmediaapps

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3

Company’sRegulatoryClimateIn your opinion, what is your company’s general regulatory climate?

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4

UnderstandingofSMRegulatoryRisksThere are a number of legal and regulatory issues associated with a drug firm’s participation in orsponsorship of social media. How well do you and your colleagues understand these regulatoryrisks?

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5

AddressingSMRegulatoryRisksHow well do you think your company will be able to successfully address thesecompliance issues?

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6

RiskToleranceWhat is your company’s tolerance for risk (e.g., initiating new or untested marketingtactics, launching bold corporate initiatives, etc.)?

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7

ReacGontoNegaGvePublicityHow does your company normally react to negative commentary from the media,physicians, politicians and other stakeholders?

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8

ComfortwithSocialMediaAdsHow uncomfortable would your company be advertising in a publication or on a web site thatoften contained editorial content critical of the pharmaceutical industry yet whose readers veryclosely matched your target audience?

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9

PersonalKnowledgeofSocialMediaPlease rank your knowledge of social media in general – i.e., how familiar are your withvarious forms of social media and how they are used?

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10

ImpactofSocialMediaonStakeholdersPlease rank your knowledge of how social media are impacting the pharmaceutical industry’scustomers and other stakeholders – i.e., patients, consumers, healthcare professionals, policymakers, etc.

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11

PersonalExperiencewithSocialMediaHave you ever personally used social media (i.e., read an online forum or posted a message toan online forum, submitted comments to a blog or written a blog post, edited a wiki, etc.)?

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SocialMediaReadinessScores