The Value Of Social Media Within A Pharma Company

When it comes to pharmaceutical marketing companies are accustomed to have very specific data and analysis ready about the ROI of their campaigns. Long lines of numbers show how many people have seen a television ad, what type of audience did a message reach and what is the value for the company in these marketing activities. Stats and numbers, clear and simple. Social media tools throw off a lot of people because they are essentially different in this aspect.

You can count the “Likes” and present the number of  Twitter followers to marketing executives but it won’t show you a definite picture of what value social media brings to your company. The statistics don’t represent how fans and followers make their purchasing decisions based on the creative contest you just did on Facebook, they also won’t show the long-term benefits of building business relationships on Twitter.

Another way of looking at the value of social media is to see how members of your company are using it professionally and how it benefits them, and eventually through them how it brings revenue to the company itself. This was the idea behind the recent study AstraZeneca carried out asking almost 400 of its scientists about the professional use of social media and science. More than 75% of the respondents said that social media was “valuable” or “somewhat valuable”. The most popular online platforms among the participating scientists were professional networks, wikis and blogs.

They study, featured on emphasized the importance of social communication among scientists and the long-term benefits of co-creation of knowledge. One of the responders summarised this in the following statement:

Social media are like any medium of communications. Saying that social media are not important is isolating you as a scientist … (which) rarely leads to new science.


Leave a comment


  1. HI all form H2Online!

    Inspiring blog! It shows how social media is integrating in the professional habit of scientists in health care. Social business begins to influence professional care for health. We hope it will soon link the professional and patient community.
    Just a small question: I could not find the study on PMlive. Do you have a specific reference?


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