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Social Media: Should I stay or should I go?


Pharmaceutical companies are starting to reel back on the social media front with Facebook’s latest move to make pages more open by enabling comments. Facebook has made consistent strides to become an even more transparent platform, often to the chagrin of the legions of users. So, in some ways, why would they treat pharmaceutical brands any differently?

Is this impacting how pharmaceutical marketers view the value of Facebook? Absolutely. This week, there has been a fair amount of discussion and pre-emptive moves from pharmaceutical giants to remove pages. Once the new Facebook policy goes into effect next week, we will likely see an additional wave of conservatism sweep the pharmaceutical marketing landscape. Surprising? Probably not. However, the universe of social media users is only growing, not shrinking, so it becomes a real challenge to weigh the risk versus reward scenarios.

Our own observations indicate that pharmaceutical marketers have already been leery of entering the unknown foray of especially since there isn’t any guidance from FDA on best practices and there isn’t any plan to release specific guidance in the near term.

We conducted a survey of medical device social media gurus and marketers, which indicated medical device companies are actively using social media ahead of their pharmaceutical counterparts. There is a clear opportunity and need to share best practices in several areas that could even further accelerate medical device social media engagement.

If you haven’t already done so, download our free eBook on social media for healthcare marketers. We offer some practical guidance on how marketers can engage in social media while FDA guidelines lag.

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