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Pharmaceutical eMarketing using Social Media: How to Use It
Effectively, Meet the Challenges (Regulatory and Others) and
Measure Results in Dollar Terms
Edited by Debra Tone
Tue, 08 Sep 2009, 13:22:43 EDT
NEW YORK, N.Y. and LONDON, U.K., Sept. 8 (SEND2PRESS NEWSWIRE) -- Eularis is
announcing the release of its report "How To Harness The Power Of Social Media In
Pharmaceutical eMarketing." This report puts to rest the issues around "can't," and shows
Pharmaceutical marketers how they can utilize social media networks effectively to meet
their marketing objectives.
"I see this common belief that social media is too difficult to implement effectively in
Pharma, given the regulatory and legal hurdles, and of course the lack of ability to measure
financial impact of the activities," said the author of the report, Dr. Andree K. Bates,
President of Eularis.
"Certainly there are challenges, and adverse event (AE) reporting is a key concern of many companies due to the lack of
control over it in this kind of media. However these concerns are overstated. The reality is that a recent study by BuzzMetrics
found that only 1 in 500 messages on health related message boards and social networks was eligible to meet all four of the
FDA's AE reporting criteria. Given most online communities discourage the use of personally identifiable information this is
what one would expect. By carefully utilizing social media as part of an integrated, carefully planned campaign - especially
given that these emerging social media tools are inexpensive to implement and have already been proven to be highly
effective for gaining prescriptions - we should not be as fearful in our industry as we appear to be."
This comprehensive report addresses the most common legal and regulatory concerns of pharma and shows how a social
media campaign that is built on strategy and a deep knowledge of the audience can be powerful and should