Jul 17, 2012
In pharma, we’re all well aware of the regulatory hoops that we often have to jump through—even to get something as simple as a consumer brochure or an e-mail approved. We adapt, revise, push, compromise, and ultimately come out with a mutually-agreeable result.
In social media—the next big frontier for patient-centric marketing—we’re faced with a whole new set of concerns. They’re rooted in users’ ability to freely comment and exacerbated by the FDA’s lack of explicit guidance on the matter. So how can you leverage the power and intimacy of social media while maintaining regulatory compliance?
In his white paper, “Make Social Media Fundamentals Work for You,” my colleague Chuck McLeester, Senior VP of Planning at Roska Healthcare Advertising, explains that the industry’s reluctance to dive into the social media space doesn’t mean that there aren’t effective, targeted ways to reach your audience while ensuring that everyone feels comfortable with the result. There’s a myriad of great examples out there, and all have one thing in common; they put the patient first and the brand second.
Read Chuck’s advice on leveraging the 3Ps–personalization, personification, and projection–to develop a social media strategy that will benefit patient and brand alike.
By Kurt Mueller, Chief Digital & Science Officer Roska Healthcare Advertising