Trends in the Pharma and Healthcare Social Media Marketing Market 201 Trends in the Pharma and Healthcare Social Media M | Page 3

Report
Description
Report Description
Social media platforms refer to the interaction among the people that involves creation,
sharing and exchange of information and ideas in virtual networks and communities.
However, use of these social media tools for marketing pharma content is still debatable.
The rationale behind this is that the regulatory teams of several pharma companies
demand the preventionof comments or sharing features resulting in only a one way
interaction,which in turn deprives theessence of social media marketing. However, with
the impact of these tools, there is an increased adoption rate of these platforms for
strategic decisions.
Efforts of pharma sector to leverage the benefits of social media tools to widen their
customer base, strengthen customer relationship and enhance brand performance
further fuels the usage of social media pharma and healthcare marketing. Other major
aspects favorable for pharma sector are building investor relations, corporate
communication and customer service at the corporate level. The involvement of
regulatory authorities in drafting and issuing guidance for use of interactive media for
drugs and biologics proves to be instrumental in deciding the importance of social media
marketing in pharma industry. For instance,in second week of January 2014, the U.S.
Food and Drug Administration (FDA) released a guidance draft for industry that needs to
fulfill the regulatory requirements for post marketing submissions of interactive
promotional media for animal and human drugs and biologics. Through this draft, the USFDA provided clarity on working with bloggers and content creators to disseminate
branded information.