Who's Liable For Online Content? Pharma, Marketers Disagree (Slightly)
Compensation and collaboration - as well as creation - should be the triggers for determining a pharmaceutical company's liability for Internet content, Rohit Bhargava of Ogilvy 360 Digital Influence advised FDA during a Nov. 12-13 hearing on promoting medical products on the Internet and in social media
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FDA’s draft guidance on presenting product information on social media platforms with character space limitations includes an equation for sending a tweet.
Drug makers are using YouTube videos and other social media channels to broadcast their expertise and initiatives; Amgen differentiates its biologic manufacturing from biosimilars, J&J teams up with Huffington Post to tell stories about motherhood, and Pfizer tries to conduct a clinical trial online.
As pharmaceutical companies await FDA guidance to help them navigate the pitfalls of Internet and social media promotion, firms are steadily increasing their participation on the Internet in general.