The use of social media in pharma: DTC or engagement?

  • The IMS Institute for Healthcare Informatics states that “the strategies that pharmaceutical companies use to engage with social media could be categorized as low-risk and less innovative than those employed in other industries.”
  • The pharmaceutical industry has been slow to embrace social media.
  • One reason is the lack of guidance from health regulators about using social media. In the US, for example.
  • Users of social media now expect to be able to have a conversation with pharmaceutical companies when they face uncertainties.

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Pharma should avoid Facebook at all costs

KEY TAKEAWAY: Facebook’s objective was to keep users addicted to social media as much as possible, but now that Facebook has become nothing but a media company they don’t want to play by the same rules as other media companies.  The risks of advertising on Facebook are too great while the rewards are too few. Continue reading

Facebook is no friend to pharma

KEY TAKEAWAY: According to the Times “If I were a Facebook executive, I might feel a Frankensteinian sense of unease these days. The company has been hit with a series of scandals that have bruised its image, enraged its critics and opened up the possibility that in its quest for global dominance, Facebook may have created something it can’t fully control.”  And they want pharma to advertise more? Continue reading