Educate everyone involved on the importance of social media for the company
– Begin the process by highlighting the need to be present in the social media world. The pharmaceutical industry has been hesitant about social for years. However, consumers will be talking about you whether you are there or not.
Stay in close contact with your legal team
– Often times marketers and attorneys approach risk-reward scenarios with differing perspectives, working with your counsel is essential in social media marketing. Think creatively on how to advance your brand goals and provide your legal team with multiple campaigns. Find ways to problem solve with your counsel.
Stay on label and create options for sharing risk information in multiple formats
– Because the channels for sharing have changed, it doesn’t mean that pharmaceutical companies can omit risk information.
Create strong internal guidelines for social media objectives
– Prior to beginning any social media program, establish controls and expectations of staff that would be involved in public engagement. Much like our social media checklist, create a list of regulatory boundaries and potential scenarios where legal counsel would be notified of consumer concerns. Once approved, set frequent reviews of the social media program to identify potential pitfalls around key regulations like patient privacy or adverse events.
Tell human stories
– The importance of health is a universally shared value. Social media is driven by the inherent desire in people to seek connections. Identify compelling stories that highlight benefits of the medication. Success stories like these should be reviewed and submitted in compliance with established DDMAC process but, once approved, can be shared through social channels to demonstrate real impact in the lives of consumers and enhance public goodwill toward the company.
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