Tuesday, 21 April 2009

Pharma & Social

Forrester released a report today on how Pharma and Healthcare companies can use social media for their consumers. The key problem in the health related arena - more so than finance at the moment - is the amount of regulation from the FDA that terrifies the companies into complete inactivity in the space. Forrester estimates that this puts the healthcare sector 18 months behind the competition (an eternity in the space). They also propose paths that would allow healthcare marketers lower risk points of entry:

"Options include a private community, an application with limits on customer-generated content, or a fuller application with appropriate safeguards built in. As social networks become a bigger and bigger part of the healthcare ecosystem, pharma companies will need to become adept in dealing with them, even if they don't create them."


Once again, the conversations will happen, it is the role of responsible marketers to be a part of them...

4 comments:

mary said...

Most of this EMEA trip is getting the S&H pharma marketerers to lose their fear of SM and at least start listening to their brands. I am trying to jostle them out of the inactivity and at least listen.
It was frustrating for me, professionally, with my sector, to be 18 months behind, so enlightenting the company directors to SM, in all its ramifications has been fufilling. Including the research I've done on regulations new legal initiatives regarding SM has been helpful as well.

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