Comments on: Social Media Salsa Meets Pharma Waltz

By: QR Codes – oh… the World of Possibilities « Aneta Hall’s Blog

QR Codes – oh… the World of Possibilities « Aneta Hall’s Blog — Mon, 14 Feb 2011 15:58:15 +0000

[...] first and foremost. I took advantage of it and had lengthy discussions with Steve Woodruff about opportunities for social media in pharma and healthcare industries and discussed content marketing strategies with Jeffrey Cohen, the editor of the Social Media B2B [...]

By: Barclay Missen

Barclay Missen — Tue, 17 Mar 2009 04:06:52 +0000

Hi Steve,
Great post. I also work in health care marketing and am very familiar with the regulatory and control concerns that prevent the proverbial “toe-dipping” into the realm of social media. I agree that a long-term commitment is essential if you choose to participate. As Kelly mentioned, the commitment usually has to come from PR. It’s not always realistic to have a plan that lasts more than a year. One way to get a foot in the door is to just listen. I have found it very helpful, even without participating. The insights gleaned from listening to real people in context can be incredibly helpful in understanding who is saying what, why they are saying it and who else is listening. Listening is always going to be the first step, and in some cases the only step. Should you go no further, at least listening is a worthwhile endeavor and should be considered.

By: Zane Safrit

Zane Safrit — Mon, 16 Mar 2009 21:16:20 +0000

That’s a good reminder of the restrictions Big Pharma can face while participating in the conversation.
The one point I’d add is:
The conversation takes place with you or without you. It’s in the conversation where decisions are being made now. Advertising, PR campaigns, aren’t part of this conversation.

By: Kelley Connors

Kelley Connors — Wed, 04 Mar 2009 17:25:01 +0000

The pharmaceutical industry has often relied on public relations (the long haul investment) and the power of patient advocacy groups to tell their unbranded messages, and that where I see the opportunity happening for pharma. While I don’t know the impact can be quantified in terms of sales yet, I’d like to bet on social media as a tool for advocacy, led by advocacy groups who can build trust and community..they already are! Also, I think if communities can address the lifestyle prescriptions (www.healthcaremarketersforum.blogspot.com)for healthcare and wellness and not just drugs, the industry will be better off and this is already happening…but not using social media necessarily.

By: Cam Beck

Cam Beck — Tue, 17 Feb 2009 21:23:03 +0000

Wow, Steve. This is a real pickle. The principles you elucidate seem sound enough, but I’d have to study up on the whatever industry is in question before tendering any advice that is worth listening to.
Part of the problem is the regulations themselves. Written long before these tools became available, they favor control over immediacy, which as you pointed out, can be problematic.
Does it necessarily need to be that way? I’m not sure. I suppose it depends on the industry. To seriously reform the regulations, I fear you’d need a team of lawyers and a powerful lobby — two things that never resulted in a robust, diverse highly engaged and enlightened community.