KEY TAKEAWAY: The rise of false content, stories, via social media and other online channels is on the rise. Pharma companies, and healthcare providers in general, should take steps to ensure that health content is verified so that it can be trusted by online health seekers.
While facebook tries to lure pharma marketers Mark Zuckerberg has been living in an alternate universe. According to Ben Collins “In the fact-free world of what trends on Facebook, everything is going swimmingly in Donald Trump’s America over the last 48 hours—even if none of it is true. America’s biggest celebrities are flipping to Trump, manufacturing plants are shutting down in Mexico and moving back to Ohio, and Barack Obama is admitting to mountains of treasonous activities on Facebook since Monday morning.
But none of that is happening in reality, a distinctly different place from the news on the most popular social network on earth, even if millions of its daily active users—and Facebook’s CEO—are unable to recognize the disconnect.”
None of those stories are true. There is an enormous amount of false information on Facebook, the internet, and TV thanks to the Election. How do patients and caregivers determine what is true and what is rubbish?
1ne: Health content should be verified by a third party who can vouch that the information is accurate thus reassuring patients and caregivers.
2wo: Pharma product websites should provide health content written by thought leaders and ensure that it’s highlighted on websites.
3hree: The AMA should provide physicians with handouts of trusted health content for patients so they don’t have to waste time debunking bad health information.
4our: Pharma needs to leverage social media to immediately respond to misinformation via nightly news health stories which are more often than not does not contain “full disclosure”.
In other words, there is an opportunity here for pharma marketers to help clarify the confusion of online health. My company, for example, is working with three biopharma companies to develop a “one stop” cancer website for patient and caregivers. It has been hell to try and get more pharma companies on board because they want “to know the ROI”, sigh.