Is Social Media
As a follow up to our May 5, 2011 post, Pharma, Social Media and the FDA's Delay, here's an interesting development that just might help push pharma companies to stay on top of the FDA to issue further guidelines on the industry's interaction in the social media world.
By August 15th, Facebook will require pharmaceutical companies to enable and allow public comments on their posts. This could be a huge risk and may be a big problem for pharma marketers, posing whether or not the benefits of Facebook are worth the effort.
Basically, it will take a lot of monitoring to make sure the conversations and dialogues on their company pages remain in a positive light for the manufacturers. Will this solution be cost prohibiting or will it be minor when weighed against the benefits and attraction Facebook interaction creates?
Is this decision made by Facebook a good one or not? This type of action may be what the social media mogul needed to keep their brand and product consistent all the way through. Facebook is created to be a virtul forum for real conversations to take place. It allows people to interact in the comforts of their own environments. Taking away the ability to engage in a virtual dialogue would be like telling someone, "Let's talk but do not say anything. I am the only one allowed to talk here but please listen." That isn't much of a conversation anyone would want to engage in, virtual or not!
Though Facebook's policies may be a hurdle for pharma companies and their marketing teams--if they play it right--they should be able to leap easily over the challenges and continue to use the virtual platform as a vehicle to set a casual tone in relating to their customers and patients. The informal approach could lead to patients feeling like they really matter to these seemingly HUMONGEOUS companies and at that, patient loyalty would be well worth the effort.Read Article
From stacyrobin on twitter: New realities for pharma? RT @kbkcomm: Hmmm...@Facebook says: pharmas must enable comments by August 15 http://ht.ly/52X6q (http://twitter.com/stacyrobin/statuses/73827493462806529
To get a better understanding of Facebook’s policies towards the pharma industry, read Intouch Solution’s Blog for their view and comments.
Published by: Tita Tavares, Enterey | Director, Brand Development
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