The discussion around pharma social media has become so predictable that you can write the script prior to a discussion. If you ask a pharmaceutical marketing person their thoughts on the topic you are likely to get some variation of this response: “Well, it’s difficult. I would certainly like to do it but there are just far too many challenges to overcome. Legal will have a fit, and even if we get it through that department, why bother as the message will be so watered down to meet regulatory requirements that it won’t be worth the effort. On top of that, what are we going to do with adverse events and off-label usage discussion? It’s too much and there is not enough for me to justify the spend. Why bother?”
In other words: it’s not me, it’s you.
But does this defeatist attitude merely create a self-fulfilling prophecy of failure? Are we as marketers as much a part of the problem as the supposed hurdles we face?
It’s always prudent to evaluate the landscape before diving into any type of activity. You wouldn’t jump on a ski lift one morning and head straight for a black diamond the first time you’ve ever donned a pair of skis. The same holds true with pharma social media. You don’t want to blindly approach social media without understanding the risks involved and the potential benefits. But the key is: you should approach—even if it is cautiously. The current mindset of some pharmaceutical marketers is akin to sticking your fingers in your ears and running in the other direction.
As an industry, we spend a lot of time evaluating the external factors that prevent successful social media campaigns. Meanwhile, many of those external factors are trending in a favorable direction. Conferences such as the ePatient Conference and Digital Pharma 2009 are sparking lively discussions on how social media can enhance pharmaceutical communications and improve patient outcomes. Even the FDA is holding a public hearing on where social media fits into the new media landscape.
Rather than pointing the finger at all of the reasons we can’t use social media for pharmaceutical companies, maybe we should look at why we can. More and better feedback from patients. Real-time communication on key health issues. A more complete understanding of the patient. A dialogue on societal health issues, etc…
The challenges facing the pharmaceutical industry when it comes to social media are real and numerous. I don’t dispute that fact. But when they create the attitude of “why bother” marketers are predestined for failure.
