March 2010
FDA’s Web 2.0 / Social Media StrategyFDA’s Web 2.0 / Social Media Strategy
Sanjay J. KoyaniSanjay J. Koyani
Director, FDA Web CommunicationsDirector, FDA Web Communications
U.S. Food & Drug AdministrationU.S. Food & Drug Administration
March 2010
FDA Digital Communications Approach
March 2010
FDA.gov Redesign:
Before
U.S. Food & Drug AdministrationPage 3
March 2010
Page 4 U.S. Food & Drug Administration
FDA.gov After
March 2010
Initial Concern
March 2010
(http://targetpopulation.wordpress.com/
2009/03/02/feds-use-social-media-for-peanut-recall-outreach/)
“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.”
IMPACTWhat Actually Happened
March 2010
FDA Must Present in the Digital Marketplace
W
I
D
G
E
T
S
March 2010
Multiple Digital Channels for Public Access to FDA Information
Email Subscription Service
• 105 subscriptions (recalls, consumer updates, etc.)
• Over 360,000 subscribers
FDA RSS Feeds
• 16 RSS topics (drug shortages, approved medical devices, etc.)
• Average 10,000,000 page views per month
FDA Video Channels
• Food safety, patient safety news, topic-specific videos (generic drugs, do’s and don’ts during peanut product outbreak)
FDA Podcasts
• Drug safety podcast
• Commissioner’s Viewpoint
March 2010
Public feedback:• Invaluable resource!• I think the frequency is great.Provides near real time info for us out in the field doing compliance surveys on recalls.• Keep up the good work
March 2010
All FDA Twitter Accounts
March 2010
Blogs
March 2010
Peanut & Pistachio Recall Widgets
Method to distribute the recall database to a wide audience
Over 20,000 sites embedded the peanut widget. Examples include:
• Migrant Clinicians Network• The Daily Green Web Site• Arkansas Department of Health
The peanut widget received over 20,000,000 page views (as of 4/22/2009)
March 2010
Additional Widgets
March 2010
Content Syndication
March 2010
Additional Widgets
March 2010
March 2010
YouTube Feedback
The videos were placed on FDA.gov and FDA’s YouTube channel. The Do's and Don'ts video was 5 times more popular than the Anatomy of an Outbreak video
2,677 YouTube views
524 YouTube views
March 2010
Webinars with Bloggers
March 2010
Mobile Texting Pilot: FDA Product Safety Alerts
Alert: Ear Candles, Risk of Serious Injuries
March 2010
March 2010
Leveraging Partnershipshttp://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
March 2010
Early Lessons Learned
Page 22
"The future has arrived, it's just not evenly distributed yet."- William Gibson, Author
• Start Somewhere: Evolution vs. Revolution
• Start Just Listening
• Start Low-Risk, High-Impact
March 2010
Page 23
• Don’t Recreate the Wheel
• Listen to The Wisdom of Crowds
• Usability Test to Evaluate Goodness
Early Lessons Learned
March 2010
Resources • FDA.gov:
http://www.fda.gov/NewsEvents/InteractiveMedia/
• Usability.gov: http://usability.gov
• WebContent.gov: www.webcontent.gov
• Research-Based Web Design and Usability Guidelines: www.usability.gov/pdfs/guidelines.html
• CDC eHealth Data Briefs: http://www.cdc.gov/HealthMarketing/ehm/data-briefs.html
• HHS New Media Site: http://newmedia.hhs.gov/
• HHS Open Government: http://www.hhs.gov/open
March 2010
FDA Social Media Council
March 2010
SANJAY J. KOYANI
Director, FDA Web Communications
U.S. Food and Drug Administration
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