As the Bio and Pharma industries continue to explore the use of social media (blogs, facebook, twitter, etc.) we’re seeing more articles being written about who is using it and how they are doing so.
Life Science Leader’s December issue Cover Story is The Differing Views Of Using Social Media In Pharma by Cliff Mintz, here’s a couple of excerpts:
Regardless of the social media application or platform technology that is used, “It’s all about communication and engaging others in an ongoing conversation or dialogue,” says Ken Grant, a social media enthusiast and director of sales and marketing of Analtech
The industry’s reluctance to engage in social media puzzles John Mack, a veteran pharmaceutical consultant, blogger, and social media enthusiast who publishes the influential Pharma Marketing News newsletter and the Pharma Marketing blog. “Social media has drastically changed the way people communicate over the Internet. It is a two-way dialog that makes discussions and the exchange of information available to masses of people who previously may not have had access,” he said. The industry needs to better understand its benefits and get into the game, Mack added. Analtech’s Grant asserts that life sciences companies have to come to terms with the fact that conversations about them are already taking place online whether or not they are aware of them. “Companies should understand that they must monitor social media channels to better understand what their customers and stakeholders are saying and what they need or want,” he said.
One pharmaceutical company that understands this is Wilmington, DE-based AstraZeneca, which several years ago opened a couple of branded video channels on YouTube and more recently joined Twitter. Earl Whipple, AstraZenecaUS senior director of business and digital media communications, said, “Before we launched our @AstraZenecaUS Twitter account, our company was already the subject of numerous tweets, so it only made sense to join the conversation. We not only want to be part of conversations about AstraZeneca and important health topics, but we also want to listen to what people are saying about the company and the industry.”