Pharmaceutical companies, particularly Indian ones, were traditionally wary of social media networks and about operating in the public domain. This is prompted primarily by concerns about maintaining secrecy on IPR-related issues and avoiding complaints on adverse reactions, as well as not running afoul of regulatory authorities and laws on public promotion of drugs.
But given the complexity and competitiveness of marketing mediums today, any untapped channel could imply a handicap of sorts. An increasingly Internet-savvy and social media-savvy populace means doctors are not the sole KOLs (Key Opinion Leaders) on medical issues. Besides, the really influential KOLs are those who increasingly use the social media network.
Despite online engagement being a double-edged sword, non-engagement could mean relinquishing the public domain to companies willing to risk engagement. That’s why pharma companies began with blogs and are now increasingly embracing Twitter. As they say, the early bird catches the… patient!
Recognising the dangers of being left behind and abdicating the first-mover advantage, pharma companies and their brand managers are battling their fear of the Unknown and gingerly testing their social media capabilities. Step by hesitant step, they are moving forward – much like an army division marching across a mine-infested city. Some companies are now hiring managers specifically with skills in social media so they can play catch up. Although these are early days yet and pharma companies will take a few years to develop some degree of comfort with Web 2.0, a beginning has nevertheless been made.
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