“One of the most frustrating things about this industry is how we use regulations as an excuse to not participate in social media.”
- Trish Nettleship, Global Director Social Media & Influence at UCB Pharma
“The excuse for ignoring patients on social channels just went ‘poof’.”
- Leerom Segal, CEO of Klick Health.
That “poof” sound you heard was the release of new FDA guidelines January 13 on the use of social in medical product or pharmaceutical promotion. And it was something social marketers had been waiting on for over 4 years. This was just a draft. A full report is expected this summer.
Here’s what they put out there…for now:
The guidelines have a lot to do with the realities of the social revolution and seek a workable solution for meeting regulatory requirements also being able to participate on social. What’s not workable is submitting every user comment for government approval before it can be published, stripping away the real-time nature of social.
Which is what today’s patient wants.
People are actively engaged in their healthcare and go straight to the web and social with their questions. It falls on pharmaceutical companies and health providers in general to be present on social, empowering, educating, and building trusted relationships. These latest guidelines give firms more of a green light to do just that.
Oracle Social Cloud Director of Outbound Product Management Angela Wells suggests steps pharma companies can start taking in response:
Photo: Christy Thompson, stock.xchng