Healthy Skepticism Library item: 19069

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: news

Dickinson JG
Life sciences waiting on social media rules
Medical Marketing & Media 2011 Jan 14
http://www.mmm-online.com/life-sciences-waiting-on-social-media-rules/article/194954/

Full text:

The life sciences industry is sitting on the sidelines and waiting for regulatory guidance, rather than jumping into wide-scale use of social media, according to a Deloitte Research report.
The report said that part of the hesitation may be because the industry thinks of social networks as marketing, a more-targeted form of DTC advertising. However, it says, social networks are promising as tools that let a company collect information from, communicate to, and collaborate with people outside company walls.
Deloitte said its study described a framework for how social networks are being used today and in the future; explained how social networks add value beyond marketing but across the commercial and research organization; discussed survey data from industry professionals who are using or plan to use social networks; explored the accelerators and barriers to social networking use in the industry; identified when it is appropriate to use a social network and for what purpose; and examined the right governance and policy measures that should be in place.