Why Social Media is a Must in Pharma Marketing
Social media marketing presents challenges for every company in defining the appropriate voice for the brand and how to engage. But, some companies are forced to work within much stricter guidelines such as those in solidly regulated industries. Does that mean social media shouldn’t be part of the marketing and communications mix? No.
Companies that are by dread of regulations or lack of guidance as an excuse to sit on the social media sidelines are missing out on vital opportunities to enhance their online presence and connect with their customers. Dread should never be the driving factor for a business.
Pharmaceutical marketing is highly regulated by the FDA and the Division of Drug Marketing and Communications (DDMAC). Pharma marketing is extremely competitive and lacking in apparent social media boundaries based on current regulatory guidance.
Yet some healthcare and pharma companies are doing excellent work in the space, finding ways to connect physicians via secure social networks to increase information sharing for example. In absence of definitive social media plot from the FDA, pharmaceutical companies need to work closely with their legal team along with marketing professionals (whether internal or external) with a strong understanding of social media engagement to ensure that the spirit of the laws are being followed despite a gray area until proper social media guidance is released.
Despite many of the logical concerns about discussing health issues in such a public forum, companies working within guidelines that have long applied to Direct-to-Consumer (DTC) publicity and patient communications can operate effectively. In 2010, of 52 warning and notice of violation letters sent from DDMAC to companies only one was issued in the social media space. Visibly if pharmaceutical companies follow unfilled marketing guidelines the risks aren’t off the charts.
Pharma companies need to reckon beyond direct product promotion when by social tools. Johnson & Johnson has made an active social presence that utilizes a blog focused on tales of employees, wellness information, and corporate content. The blog contains robust content and is supplemented with YouTube and Facebook pages. J&J also connects with with community members via communications staffer Marc Monseau who tweets on behalf of the brand in a more personal voice.
Things to consider when working in a highly regulated market - Healthcare
- Educate all involved on the substance of social media for the company – Commence the process by highlighting the need to be . The pharmaceutical industry has been hesitant about social for years. But, consumers will be talking about you whether you are there or not.
- Stay in close contact with your legal team – Often era marketers and attorneys approach risk-reward scenarios with differing perspectives, working with your counsel is essential in social media marketing. Reckon artistically on how to advance your brand goals and provide your legal team with multiple campaigns. Find ways to problem solve with your counsel.
- Stay on mark and make options for sharing risk information in multiple formats – Because the channels for sharing have changed, it doesn’t mean that pharmaceutical companies can omit risk information.
- Make strong internal guidelines for social media objectives – Prior to commencement any social media program, establish controls and expectations of staff that would be involved in public engagement. Much like our social media checklist, make a list of regulatory boundaries and potential scenarios where legal counsel would be told of consumer concerns. Once approved, set frequent reviews of the social media program to identify potential pitfalls around key regulations like patient privacy or adverse events.
- Tell human tales – The substance of health is a universally mutual value. Social media is driven by the inherent desire in people to seek connections. Identify compelling tales that highlight benefits of the medication. Success tales like these should be reviewed and submitted in compliance with established DDMAC process but, once approved, can be mutual through social channels to demonstrate real impact in the lives of consumers and enhance public goodwill toward the company.
Are there greater risks in highly regulated industries? Unquestionably. Yet there ways to work within the rules and use social media in the pharmaceutical industry effectively and for the benefit of the company and patients.
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