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Pharma Marketing Blog: Survey Reports Mislead About Pharma Use of & Spend on Social Media

PharmExecBlog summed up Cegedim’s « 2012 US Pharma Insights » survey this way: « while more pharma companies are using social media and mobile platforms to enhance their sales and marketing initiatives, budgets did not reflect an increase in social media spend » (see Companies Trim Social Media Spending, While Platform Priorities Shift). Andrew Spong « rescooped » this under the headline « Pharma employee use of social platforms up by 36 percent in 2012. »

Once again, we are fed data about pharmaceutical companies that (1) have very little basis in reality, and (2) are not specific to traditional pharmaceutical companies that manufacture and market prescription small molecule and biologics.

The title of Cegidim’s survey and white paper summary (« 2012 US Pharma Insights ») is itself misleading because the majority of respondents are NOT employed by traditional pharmaceutical companies.

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