As I was out enjoying the beautiful weather in Boston this weekend, it randomly occurred to me that keeping up with the pharmaceutical social media conversation is damn near impossible. I scour my feed reader, set up Google Alerts, have my “go-to” Websites; but even still I always feel like I am playing catch up on the conversation of the day.
I can’t the only one right?
So, without further adieu, I bring to you a regularly occurring series of posts that will take a look back at the week prior and any brief observations I have. Consider me your content filtering service.
So, in no particular order:
- Jon Richman of Dose of Digital launched an awards program seeking to recognize the best examples of healthcare social media.
My Take: Some people may question the need for yet another awards program. There is always a new program that crops up that is a thinly disguised way to grow readership. While I’m sure Jon doesn’t mind the added attention, this is far different. The Dosies are a good thing for the ongoing quest to move social media for pharmaceutical companies from a fringe marketing tactic to the mainstream. By shining an even brighter spotlight on the industry it will only spur better and more creative thinking. Can’t wait to see how it turns out.
- Brad Pendergraph writes about the danger of “shiny object” syndrome and how “social media” fatigue could threaten progress.
My Take: Brad is right; many marketers suffer from “shiny object syndrome.” I’ve written about my disdain for this ailment here before. Brad points out that people are growing tired of the constant social media conversation, a conversation I have largely tried to speed. But what is the alternative? If we move on from the conversation at this point, what have we really achieved? The problem is that too many industry observers resort to hyperbole and grand promises when pragmatism should rule the roost. I could do without the former, but we still need the latter.
- Rich Meyer made the argument that the Internet will not save drug companies.
My Take: In my opinion, Rich is mostly on target with this post. Too many marketers believe social media will save drug companies. It won’t happen. If you have a bad product and a poor strategy, the best social media program in the world can’t save you. I am slightly dubious of some of the claims Rich makes based on anecdotal of the behaviors of patients. However, as a whole, Rich’s point is accurate: don’t count on social media to engineer a turnaround.
As you can see, this list is far from exhaustive, but does provide some sort of perspective. Take it for what it’s worth: an admittedly small look at the state of the pharmaceutical social media conversation.