Tim Weinheimer's picture

Top Three Tips for Meeting FDA’s New Interactive Promotional Media Guidelines

With the FDA release of its latest guidelines on[[wysiwyg_imageupload:170:]]
the use of new interactive promotional media there are new opportunities for PR professionals. The FDA’s new report is titled “Guidance for Industry Fulfilling Regulatory Requirements for Postmarketing Submissions of Interactive Promotional Media for Prescription Human and Animal Drugs and Biologics” and within the report there are 3 opportunities for PR professionals related to managing online influencer relationships and FDA-approved content optimization.

The Top 3 Tips:

“Representatives” or agencies can squarely sharpen their communications outreach in 2014 in response to these new guidelines by taking the following steps to digitally optimize their clients’ campaigns for success.

 

1.    Subscribe to influencer database tools and software.

It’s really essential now for agencies to have a maintained influencer database to know who, when, where, and how the agency last reached out on behalf of any pharma or healthcare clients.

Software tools like Buzzstream are excellent for creating a “white glove” database of who’s who in building and tracking online outreach. Excel spreadsheets simply won’t cut it anymore. A database provides e-pitching trail, insights into each blogger’s relevance/reach/resonance on a topic, their authority, etc. And more importantly, a database houses communications for agencies where regular team member turnover (may) occur with account teams as is the case in any business.

 

2.    Track the content you’ve put out there.

A not-so-new, but huge opportunity, where possible, is for agencies and their clients to put analytics tracking code on all FDA-approved content whether the client is responsible or “representative” for the distribution of the content on a managed website or social media platform.

Not only will Google Analytics (or other metrics tracking platform) provide you with data  to gain a better understanding of where content travels across the social web for FDA reporting purposes, but it will also allow youto gain insights for future approved content distribution and strategies.

 

3.    Ensure the FDA-approved content that’s out there is fully shareable.

Agencies can provides clients with a simple, regularly updated checklist on how to ensure their websites or owned media platforms are fully optimized for social sharing – counseling clients on the technical implementation of sharing buttons, i.e., ShareThis/AddThis. OR even more importantly, using the social media sharing buttons from the social platforms themselves (Tweet this, the Facebook like Button and the Google Plus button) which help verify your social media property as the “official” one but also have signals that directly impact search engine ranking an exposure.