Pharma companies have been reluctant to make a move onto social, unsure of the return on investment (ROI) offered by the channel and worried about the regulatory environment.
Social channels offer a variety of ways to reach out to health consumers
The Food and Drug Administration (FDA) has yet to follow through on its years-old pledge to issue social media guidelines for pharmaceutical marketers in the US. As a result, some pharma companies are keeping their distance from the social channel.
But the size and engagement of the social audience is beginning to tempt pharma marketers off the sidelines, according to a new eMarketer report, “Social Media and Healthcare: Challenges for Pharmaceutical Marketers.”
Data suggests that many online health seekers are indeed including social media in their search for health information. Estimates from Kantar Media and Manhattan Research are at the higher end of the spectrum, with both finding that roughly 45% of US adult consumers used social media for health-related purposes in 2012.
Via Dinesh Chindarkar