How Can Pharma Use Social Media In The Right Way?
We all know that the popularity of social media has sky rocketed, for the pharma industry, most notably within the last 12 months. Testament to this increase is the popularity of this blog, as well our LinkedIn group. I am proud to say that we now have 1,200 members of this group (and counting!) so it’s clear that people enjoy “meeting” and sharing ideas in this way. Don’t get me wrong, we’re still testing the water; trying to work out how best to use this new tool. I can say that I’ve benefited from it immensely. I am delighted to be part of a group of highly talented individuals and in fact, I am often in contact with group members, seeking advice and expertise and discussing latest trends.
But our group has been created for the sole purpose of connecting likeminded industry professionals. What happens when our industry looks to social media to communicate with its patients? It’s a scary prospect but one that absolutely can’t be ignored, especially when, as highlighted by a recent blog by my colleague Patricia van Arnum, only 11% of consumers admit to going to a pharmaceutical company’s website when seeking health-related advice or guidance on medication. Sure, regulators are fully aware of this trend and seeking ways to improve patient access to the right kind of information but can regulations really make a difference? Jennifer Colapietro of Pricewaterhouse Coopers thinks not. In a recent episode of Pharma Faceoff — a video series by my colleagues at Pharmaceutical Executive) — she explained that regulations can’t control individual interpretations.
Direct communication between pharma company and patient in an easily accessible forum would undoubtedly provide the patient with access to accurate information but it will also provide the pharma company with invaluable patient feedback and intelligence. I know that many pharma companies are looking to social media as a way of communicating with their patients, but there is a problem with lack of patient knowledge. How can patients be made aware that these accurate information sources are available? Equally, how can patients be educated on how to separate the accurate information providers from the inaccurate information providers? It’s not going to be an easy task but I think it is one that can be tackled if all bodies — healthcare regulators, industry, patient groups, governments — joined forces and set about defining a harmonised approach.
On question remains: is a harmonised approach to social media realistic? This debate, I predict, will rage on for years to come.
It looks like we’re on the same wave length, Fedra! I just posted on the same topic of whether and how pharma can participate and engage with patients and customers via social media.
I think in addition to the awareness factor is also the fact that the pharmaceutical industry is not held in high regard with consumers. There may be a layer of mistrust with health information provided on pharma websites that must be resolved or rectified with patients in order for that information to reach them.
Pharma has to win back public confidence as a reliable source of information about our products and how to use (and not use) these products.
This will take time, given the very public washing of dirty linen by the regulatory authorities that has been taking place these last few years.
It is also very unfortunate that the US decided to go it alone and allow DTCA for prescription products.
Therefore Pharma has a lot of ground to make up before we will be trusted to perform this obvious and valuable function of providing product information.
A first step would be to post *approved* information on company websites. The information could be approved in the same way as the package insert/patient information leaflet is approved by regulators.
Over time, this would train the public to think to look first at company websites for information they need about specific products and the diseases they can treat.
IMO, to expect to be permitted any more leeway than this, at least initially, is unrealistic.
Well, I think it’s a great Idea to connect pharmaceutical and social media because now, admit it or not, most people find information through the use of Internet in terms of remedy and information that we traditionally got from doctors. There’s a looming danger though on how credible that information is and how the people who access it will use it, will they likewise follow what they gathered and just do a self medication or will it improve their confidence with doctors to warrant their regular visit. Well I think the benefit hugely outweighs the danger in here, education is still invaluable.
If pharmaceutical companies are going to engage in social media networking they are going to have to do something that is out of the pharmaceutical comfort zone. The companies are going to have to become “personal” and engage readers on a personal level. Honesty is the name of the game with social media networking and without it any social network marketing attempt will surely fail.
I think this type of media outreach is very important and it is definitely the way of the future (or should I say present) and “coroporate” giants need to get personal and real.