Tuesday, April 16, 2013

Pharma Marketers Blaze a Trail in Social Media

Where do you turn for healthcare information?

New research indicates that nearly half of US adult consumers used social media for health-related purposes in 2012, and that number continues to rise as social media earns acceptance as a universal communication tool.

With the exception of a few shrewd trailblazers, pharmaceutical companies in the US have long been skittish about using social media to connect with consumers due to a lack of social media guidance from the Food and Drug Administration (FDA). The growing opportunity to connect with patients, caregivers, and healthcare providers through social media, however, is leading more pharma companies to explore their options.

Social media communities and technologies can be leveraged to meet a variety of objectives, including patient loyalty and support, physician education, clinical trial recruitment, consumer research, disease awareness, corporate social responsibility, and brand protection. Protocols and staff training help manage compliance challenges and make social media a manageable – and highly effective – marketing tool for drug companies.

At DBE, we’ve had the satisfaction of helping guide our pharmaceutical clients through the social media adoption process, working closely with their teams to develop strategies that support larger brand goals, and delivering results that are demonstrable through online conversations and bottom-line numbers. Contact us to learn more about how we’re helping our pharma and healthcare clients – and how we can be helping your brand.

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