SOURCE: Xtalks

Xtalks Webinars

January 26, 2016 15:00 ET

3 Reasons Why Pharma Marketers Are Failing at Social Media

TORONTO, ON--(Marketwired - January 26, 2016) - While social media has undoubtedly become an integral part of many people's daily lives, the pharmaceutical industry is lagging when it comes to harnessing the potential power of Twitter and Instagram. Pharma marketers have historically been much more comfortable with the one-sided conversation of a direct-to-consumer (DTC) ad, but as the industry moves more and more towards patient-centricity, it is becoming necessary for drugmakers to increase engagement with their stakeholders.

Admittedly, there are a number of roadblocks preventing pharmaceutical companies from taking full advantage of social media. As a highly-regulated industry, pharmaceutical marketers face strict Food and Drug Administration (FDA) guidelines when writing a post, or engaging with followers. If pharmaceuticals are promoted in a way that violated these stipulations, the company could receive an FDA Warning Letter.

Though there are a number of issues that impede pharmaceutical companies from making full use of social media platforms, we identified the top 3 limiting factors to social media marketing today. While the FDA regulations serve to complicate the pharmaceutical industry's social media presence, the marketing potential of these sites is too immense to ignore.

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