Brand managers want to embrace digital but are unsure of which channels their customers are actually active on. Even if they decide which channels to utilise they don’t know the kinds of content their customers would want to read and share. Before entering the digital space it is essential for pharma to do specific market research and understand the answer to these key questions and more. Digital market research done well provides pharma with essential information that helps create a social media engagement strategy which really makes an impact.

As one of the more heavily regulated industries, it has not been easy for pharma to engage in the digital space. Many pharmaceutical companies are aware that doctors & patients are discussing their brands, therapy areas and treatments online but are wary of joining the conversation. General social media monitoring is an area of caution because of the prospect of uncovering potentially reportable adverse events.

Source: www.pmlive.com