Digital Pharma: Industry still cautious about social media
pharmafile | December 23, 2010 | News story | Medical Communications | Deloitte, Digital Pharma blog, doctors' social networks, social media, social networking
Life sciences companies remain cautious about using social networks, such as the healthcare professional community Sermo, largely because of a lack of regulatory guidance.
Consultants at Deloitte surveyed 200 executives from within the pharma, biotech, medical device and diagnostics industries for its To friend or not? New insights about social networks in the life sciences industry report, asking if their company had used an online social network in the last 12 months.
The companies that had were, at 41%, only slightly ahead of the 38% of executives who said their company not only hadn’t used a social network, but also had no plans to do so.
This is expected to change – a further 21% of those surveyed said they planned to use a social network in the future, meaning only a minority, albeit a significant one, is ruling out working with them altogether.
Deloitte suggests a range of ways that social networks can be used, including for market research, physician relations, clinical trials and medical education.
It gives a number of examples of social networks that life sciences could use, including PatientsLikeMe in areas like pharamcoeconomic research and online doctor’s networks such as Sermo and WebMD/Medscape.
“The hope is that companies would eventually integrate into the conversations between external scientists, physicians, and patients; however the lack of regulatory clarity, considered by industry professionals to be the biggest barrier to social network use, may limit this scenario,” the report says.
US regulators have been working on social media guidance for the promotion of FDA-regulated medical products since a public hearing on the area in November 2009.
But it recently emerged that the guidance, which had been expected before the end of this year, will not be published until early 2011, and then only in piecemeal fashion.
Deloitte’s social networking survey
Deloitte surveyed 208 US-based life sciences executives from the pharmaceutical, biotech, medical devices and diagnostics industries.
Professionals with marketing and compliance and risk responsibilities were selected, based on their company’s core business and their day-to-day roles. The research was carried out this summer via a web-based questionnaire.
The key question was about the use of “an online social network to seek or disseminate information” by respondents’ company, business unit and by themselves.
The survey found the business units respondents worked in were perceived as being less likely to use social networks (47% answered ‘no, and no plans’ to use them) than their company as a whole (where 38% said ‘no, and no plans’).
Asked the same question about themselves, over half (55%) of respondents said they personally had not used social networks and had no plans to – 27% had used them and 17% planned to.
A change of mindset needed for social media success
Meryl Allison is the director of Deloitte’s Life Sciences Marketing Practice. She says consumers’ unprecedented access to information, and the social media channels to share on a global scale, means life sciences marketers have to change their mindset and approach.
“Rather than focusing exclusively on traditional ‘push’ media where they have complete control over the message, life sciences companies should consider shifting significant attention to collaborative marketing and social media where consumers and other outsiders have greater influence.”
Allison outlines a number of common pitfalls and effective practices she sees emerging from life sciences companies’ use of social media:
Don’t be mesmerised by the tools: involvement in social media is a means to an end — not the end itself
Remember marketing basics: social media is just one component of an effective marketing strategy; it doesn’t replace your strategy
Be willing to give up some control: social media gives consumers and other outsiders significant control over the conversation about your products and brand. You may not like it, but you need to accept it
Be authentic: authenticity and straight talk are essential for success in social media
Actively manage risk: social media requires a delicate and risky balancing act — particularly in the life sciences industry. Company representatives must be helpful, authentic, and ultra-responsive, but they also have to create positive impressions and work within industry regulations
“Social media is already a critical communication channel for consumers and physicians, and its importance and impact are increasing every day. Life sciences companies that choose to ignore it are likely to find themselves steadily losing control of their marketing messages and brand,” Allison concludes.
• Deloitte’s To friend or not? New insights about social networks in the life sciences industry is available here
Dominic Tyer is web editor for Pharmafocus and InPharm.com and the author of the Digital Pharma blog He can be contacted via email, Twitter or LinkedIn.
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