Social Media And Pharma: Thinking Ahead

With 2011 slowly coming to an end there are more and more articles surfacing trying to evaluate the past year and look ahead to predict what’s coming in 2012. Pharma is no different in this aspect either. With digital trends and social media being the center of the attention for a while now, it is no surprise that a lot of posts foresee online pharma engagement for next year. And looking at the progress that has happened the last couple of months I think we could finally be hopeful about social media adaptation in the pharma industry.

There are so many examples to mention from Sanofi’s WhyInsulin? Youtube channel to Pfizer’s Twitter account spreading global anti-counterfeiting messages. In 2011 we also saw the birth of Google+ which starts to draw attention from pharma as well with Roche and Pfizer both setting up accounts. While Facebook stirred up some controversy within the industry by pushing for user comments on fan pages, a lot of companies took the challenge and used this as an opportunity to connect with costumers.

For quite a while the conversation was about the need for pharma to acknowledge the importance of social media and a strong online presence. In 2011 I feel like we finally got over the statistics, we didn’t need numbers anymore to be convinced by how many people turn to the internet and social media for health information. The industry moved on from the question of “IF” to the “HOW”. And that is a significant step ahead.

With new profiles, accounts set up and social initiatives started it is pharma’s job in 2012 to concentrate on the “HOW” and use social media for what it is created for. That means no more one-way messages, but instead engagement. Connection, communication, engagement and community – these should be the key words for a successful 2012.

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  1. Gyógyszeripar és közösségi média 2012-ben « HCSMHU

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