FDA Gets Social, But Not Too Social
This article was originally published in The Pink Sheet Daily
FDA is trying multiple channels in social media to communicate drug safety information, but its two-way communication capacity is lower than many would like.
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Despite an uncertain regulatory environment and no clear way to link digital marketing and social media activities to revenues, pharmaceutical companies are starting to spend more on promotional activities in the digital realm compared to traditional media (TV/radio/print advertising) and are building dedicated staffs to support these activities.
In the absence of clear policy from the agency, GSK keeps careful eyes on Facebook, but experts disagree on the extent to which drug companies are required to actively monitor social media sites.
FDA is in the early stages of developing a plan for how to get the most dissemination bang for its risk communication bucks.