Pharmaceutical Social Media: The Rules of Engagement

The pharma industry is one of the most heavily regulated in the world, we all know that. Pharmaceutical marketing is regulated by the FDA and the Division of Drug Marketing and Communications (DDMAC). Pharma marketing is extremely competitive and the world of pharmaceutical social media is akin the Wild West, in that it lacks clear boundaries.

While Social media, particularly pharmaceutical social media, possesses many significant benefits, social media marketing presents challenges for every company in defining the appropriate voice for the brand and how to engage. Challenges are magnified exponentially when you take into account the regulatory environment – the financial services industry is another heavily regulated industry. However, some companies are forced to work within much stricter guidelines such as those in heavily regulated industries. Does that mean social media shouldn’t be part of the marketing and communications mix? Of course not.

Companies that are using fear of regulations or lack of guidance as an excuse to sit on the social media sidelines are missing out on important opportunities to enhance their online presence and connect with their customers.

We offer some things to consider when undertaking a pharmaceutical social media program:

*Educate everyone involved on the importance of pharmaceutical social media for the company – Begin the process by highlighting the need to participate in the social media world. The pharmaceutical industry has been hesitant about social media. However, consumers will be talking about you whether you are there or not.

*Stay in close contact with your legal team – Often times marketers and atto
eys approach risk-reward scenarios with differing perspectives, working with your counsel is essential in pharmaceutical social media marketing. Think creatively on how to advance your brand goals and provide your legal team with multiple campaigns. Find ways to problem solve with your counsel.

*Stay on label and create options for sharing risk information in multiple formats– Because the channels for sharing have changed, it doesn’t mean that pharmaceutical companies can omit risk information in their pharmaceutical social media programs.

*Create strong internal guidelines for pharmaceutical social media objectives – Prior to beginning any pharmaceutical social media program, establish controls and expectations of staff that would be involved in public engagement. Create a list of regulatory boundaries and potential scenarios where legal counsel would be notified of consumer conce
s. Once approved, set frequent reviews of the pharmaceutical social media program to identify potential pitfalls around key regulations like patient privacy or adverse events.

*Tell human stories – The importance of health is a universally shared value. Pharmaceutical social media is driven by the inherent desire in people to seek connections. Identify compelling stories that highlight benefits of the medication. Success stories like these should be reviewed and submitted in compliance with established DDMAC process but, once approved, can be shared through social channels to demonstrate real impact in the lives of consumers and enhance public goodwill toward the company.
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