In the last post, we discussed how social media is gaining momentum among medical marketers, fast becoming a key facet of a complete and effective marketing mix. But only days later I encountered a story about one industry that is moving the opposite direction.
National Public Radio recently reported that due to some recent development many in the pharmaceutical industry are electing to abandon Facebook. Until recently, Facebook allowed these companies to exclude public comments. The recent announcement that that exception will end has led some to shutter their pages.
According to the story, “Take On Depression” disappeared, as did “ADHD Moms” and “Epilepsy Advocate.” The concern among the drug makers is that they are not sufficiently able to police comments to ensure that the information being shared about prescription drugs is accurate. These same companies must also comply with the Food and Drug Administration (FDA) “fair balance” requirements.
But the reality is that FDA hasn’t reprimanded a single drug company due to public comments. And many of the community benefits enjoyed by independent social media sites are being lost. Perhaps it’s only fitting that established industries like pharma are still trying to determine if and how to use emerging communication tools. It’s the job of experienced medical marketers to help provide guide them.
Till next time,