Pharma meets social media

Share this article:
I spoke to a couple of agency folks at the Caples Jam last week about the struggles the pharmaceutical industry has had, and is having, in terms of dipping their toes into the social media space. With the regulation and hot-button issues that surround the sector, one-on-one communication that invites unsupervised comment from consumers can be a challenge.

But as I read today through various Twitter posts, WhittmanHart Interactive linked to the following MediaPost article that points out that the FDA does not prohibit pharma companies from engaging in social media. But the bigger question, of course, is the "how" that goes along to simply deciding social media participation is okay.  Giving away control to consumers over comments on, say, official pharma company blogs, Twitter accounts or Facebook pages could be a tough call for drug brands that deal with so many legal issues.

After all, pharma companies have enough problems with restrictions and regulations on direct-to-consumer advertising overall. They will have to think long and hard about the best way to engage consumers in the social media space.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Creative Marketing Is Good; Useful, Relevant Messages Are Better

Creative Marketing Is Good; Useful, Relevant Messages Are ...

The next wave of the digital evolution is pushing marketers toward hyper-relevance; but not everyone is catching on.

What (Truly) Matters to Millennials

What (Truly) Matters to Millennials

A recent study reveals the things that millennials really care about—and what moves them to make a purchase.

The Long, Hard Road to Marketing Sophistication

The Long, Hard Road to Marketing Sophistication

If there are times when you feel like you're way behind on the customer journey, well, you probably are. But so is nearly everyone else.