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The FDA uses Twitter, but has not provided guidance on how
pharmaceutical firms can use emerging social-media channel. “There
are no guidelines for corporations like Pfizer and what we can and
cannot do in social media. And that’s a problem” said Ray Kerins,
Pfizer’s VP Worldwide Communications. “We may never have Twitter
pages for products without proper guidance,” Kerins told attendees of
last July’s Social Communications & Healthcare conference in New
York. Pfizer uses Twitter to disseminate company news at Pfizer_News.
The results from a Pharma Marketing News “social media readiness”
survey suggest that Pfizer’s frustration is not unique.
But do we have that luxury? Put aside the growing damage to our
industry’s reputation as we cede public opinion to those with anti-
pharma biases and are unbound by regulations. Instead consider that
as you read this, well-intentioned marketers are editing competitors’
Wikipedia entries, covertly hiring “brand ambassadors” to seed
unbalanced claims, and desperately trying to host social media on
pharmaceutical websites (a horrific waste of time for manufacturers).
But good news. The pharmaceutical sector is not the first or last
regulated industry to struggle with the nuances of social media. The
automotive industry was not eager to read about passenger-side
airbags failing to deploy, but eventually developed an approach to
monitoring and engaging in social media that placated nervous
attorneys and senior executives.
Since most companies are stuck between stages two and three, let’s
focus on policies that can help unlock social-media today without
causing undo legal and regulatory conflicts. A solid policy will address
at least three key areas: employee rights and obligations, monitoring
guidelines, and engagement processes/roles.
2) Monitoring Guidelines
3) Engagement Policies
• Fish Where Fish Are: Pharmaceutical firms are not in the business
of publishing or hosting social media, and can’t do so given
regulatory constraints and with objectivity. As a result, marketers
should look not to host social media but to reach customers via
prevailing social-media sites and tools… using paid and earned
media (ads and PR influence). When I hear a product director aspire
to become the trusted resource for content and social-media
surrounding his or her brand, I am often reminded of my 7-year-
old’s ambition to fly. Perhaps it’s not entirely impossible, but naively
charming nonetheless.
7. Finally, wait for the FDA letter. It won’t come if you do this
honestly, objectively and transparently. Be mindful of the words
of Dr. Jean Ah Kang, special assistant to Tom Abrams at the
FDA's Division for Drug Marketing, Advertising and
Communications, in charge of Web 2.0 policy development. In an
podcast, Kang told Mark Senak, a Fleishman Hillard executive
who runs the EyeonFDA blog: “the agency takes into account
third-party involvement in social media. A key consideration
would be whether the marketer, or any companies working with
it, had any role in prompting user-made changes.”