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Pharma's New Home Lies at the Corner of Facebook and Twitter (Strategic Focus)
Datamonitor, Dec 2009, Pages: 24
The future of the life sciences industry relies on creating a multi-channel marketing strategy, which includes combining traditional practices with new marketing channels, such as the internet and social media sites. However, with a lack of guidance from the Food and Drug Administration on what type of communication is allowed, executives are cautious about venturing onto the web.
Scope
- Identifies the key forces driving the adoption of social media applications by the life sciences industry
- Analyzes the crucial issues that will impede the use of social media
- Discusses how the FDA guidance on internet marketing will affect both industry and technology vendors
- Offers insight into Ovum's view on the potential of pharma marketing via social media and how the FDA should regulate it
Highlights of this title
Rather than using the internet as a promotional tool, the pharma industry will fair better in a social media environment if they build a trusting relationship with consumers through education. Non-promotional engagement with consumers will also allow companies to listen and respond to patients' needs better.
In order for pharma to truly reap the benefits of the internet and social media sites, companies must spend some time improving their image and gaining back the trust of the public. Only then will the industry be able to move forward in implementing social media as part of their DTC strategy.
Social media is here to stay, and both the FDA and the industry are finally listening. Regardless of what guidance the FDA puts out, life sciences companies have a social responsibility to engage and educate consumers about disease and treatment options. This information empowers patients with the right tools to improve physician interactions.
Key reasons to purchase this title
- Validate your market messaging and positioning in the pharmaceutical industry
- Identify strategies that will increase adoption of social media by life sciences companies
- Understand the trends that are shaping the future of pharma marketing
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