I’ve long subscribed to the notion that the most important role for pharmaceutical companies in social media was as an information depot.  With access to an abundance of data, research and emerging trends, healthcare companies are in a unique position to broadly distribute medical information.

Of course, this level of content creation takes a commitment to social media that many companies might not yet be willing to make.  Who can blame them?  In addition to appointing some individual to monitor and respond to social media conversations, you now need to create engaging content within the boundaries of FDA regulations.  A significant time sink indeed, but one well worth the investment if done properly.

But in thinking about the topic, it occurred to me that this outlook on the involvement of pharma companies in social media is far too narrow.  Sure, it is easy for a pharmaceutical company to serve as an information broker.  But what about their role as a creator or energizer of patient support groups?  Is it even appropriate for healthcare companies to step into this area?

I realize this is not an entirely new concept.  Some companies have already done a solid job of connecting patients around  disease states.  But by and large, this is an area that pharmaceutical companies tend to steer clear of for a variety of reasons.  For starters, there is often an active and engaging online support group established.  Why disrupt the status quo?  In addition, pharmaceutical marketers have long had trouble defining their customer.  Ultimately, the patient is overlooked in favor of efforts directed at doctors, insurance providers, etc…

That needs to change.  For pharmaceutical companies to have any measure of success in social media it needs to focus on Return on Health and the patient.  This patient-centric view leads me to believe that a large part of pharmaceutical social media efforts in the past will be about creating and energizing patient support groups online.

Right now, healthcare companies are best suited to dispense information. In the future, they would have a better grasp on their patients and be best suited to provide a platform for support.

Forget about extending your brand, getting more prescriptions and enhancing your reputation (all of which will come by the way).  This is about providing a much-needed outlet to an often underserviced community.

• Previous Entry: Raising Money for Cancer Research
• Next Entry: Monday Morning Cup of Pharma Social Media Coffee