FDA issues may deter drugmakers from engaging in social media, but that's no excuse to ignore what audiences are saying on these platforms, say pharma and device firms.
“You cannot put your head in the ground like an ostrich and pretend dialogue is not happening, because it is,” said Pat Choumitsky, senior manager, consumer marketing, UCB Pharma.
Speaking Monday at the Pharmaceutical Marketing Research Group (PMRG) 2012 Annual National Conference in Orlando, Choumitsky said UCB listens to patient-reported outcomes on PatientsLikeMe.com. Being involved in the online patient community has helped the firm, which focuses on epilepsy and immunology, to shape its clinical trials and messaging. “It's important that we're listening and not afraid of adverse events.”