Social Media & Clinical Trials February 28, 2013 Eileen O’Brien, MS Director of Search & Innovation Siren Interactive American Society for Experimental NeuroTherapeutics | 15 th Annual Meeting

Learning Objectives Get a sense of how existing recruitment tactics are being translated to the online space Learn the new uses of the most popular social media channels and online patient communities Understand the increasing importance of mobile devices American Society for Experimental NeuroTherapeutics | 15th Annual Meeting

What Is Social Media? “A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations.” Groundswell By Charlene Li & Josh Bernoff 3

Recruitment Ads: Online Paid Search Advertising  Cost-effective: pay-per-click  Geotargeted 4

Recruitment Ads: On Social Network 5

Websites Recruit for Clinical Trials 6

Social Networks

The Power of Social Media 8 1% Key Influencers 9% Sharers 90% Audience Source: Jake McKee & com

Online Market Research Provides Insights Listen to what the target audience is saying online about the disease, any treatments or other trials  Identify barriers to enrollment  Discover patient language, attitudes and POV  Create the right tactics 9

Using Facebook to Encourage Trial Participation 10

Using Video to Explain Clinical Trials 11

Leveraging the Power of YouTube 12

Partnering With Patient Organizations 13 Clinical trial video from Cephalon on Lupus Foundation channel

Twitter for Clinical Trials

Hashtags for Clinical Trials  A hashtag is the # symbol before a keyword  Hashtags identify a topic and help tweeters search content on a specific subject 15

Opportunities via Patient Communities Health social networks have different opportunities to share information about clinical trials 16

Importance of Mobile Devices  Part of the popularity of social networks is due to the ability to use them on smartphones and tablets  More than half of Facebook's 1 billion users access the site via mobile device daily  Sales of smartphones overtook personal computers in 2011 and only continue to outpace them  Consumers in developing nations are leapfrogging over personal computers and going right to smartphones 17

Mobile Apps  A mobile app (or application) is software designed to help a user perform specific tasks on a mobile device  Mobile apps allow us to access , get directions, play games and use social media tools 18

In Summary  Traditional recruitment tactics can be translated for the digital space and used to find patients  Patients are online talking about their disease, clinical trials and therapies  After listening and learning from patients, you can meet them where they are and enable them to share your information  Pharmaceutical/biotech companies, CROs, patient advocacy groups and government agencies are all successfully using social media to increase awareness of and recruit for clinical trials 19

Questions? Eileen O’Brien Director, Search & Innovation 20