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74% of Pharma companies have adopted Social Media…

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.. but could do it better… According a study by Cognizant.

For the pharmaceutical industry, social media can bridge the gap between companies and drug end users. As a direct consequence, approximately 74% of pharmaceutical companies have adopted social media platforms (… ). However, social media is only one key component in a communication strategy, and not a complete replacement. The level of adoption and maturity in implementation of social media is relatively low and inadequate in the pharmaceutical industry because of various factors. In particular, the regulatory environment in which the industry operates is a challenge. (…)

The article mentions different innovative ways to use this new channel.

  • Boehringer Ingelheim: The company’s Twitter feed is filled with articles and retweets about more than just prescription drugs with some high profile celebrity tweeters, such as Lance Armstrong and Stephen Fry. The content ranges from studies, articles, blogs and video interviews on YouTube promoted in twitter
  • Johnson and Johnson has created an active social presence that utilises a blog focused on stories of employees, wellness information, and corporate content. The blog contains robust content and is supplemented with YouTube and Facebook pages on corporate social responsibility initiatives and its involvement in social causes

Read the full story at:

Bhaskar Sambasivan. Is Pharma Getting the Best out of Social Media? Pharmaceutical technology Europe, 1 June 2012. Available from: [Accessed 13 June 2012]

The complete study at:


Written by hbasset

June 14, 2012 at 5:07 pm

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