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Social Health Activists distrust Big Pharma

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According a recent study, patient communities have a negative view of social efforts by the pharma industry:

The increasingly important use of social media by the pharmaceutical industry is not only controversial, but hard to gauge. Although anxious about regulatory scrutiny, drugmakers are trying to reach more patients all the time. But the results are, not surprisingly, spotty. A recent survey found that 47 percent of so-called health activists – people who regularly participate in online health communities – have a negative view of pharma. (…)

We have “heard a consistent refrain: communities want companies to contribute critical information – and to help correct misinformation – in social media. (…)

The article says also that pharma companies remain skepticals about the real social media impact:

  • More than 80 percent of 61 drug and device makers, healthcare agencies, technology companies and so-called thoughts leaders believe the lack of guidance from the agency has limited the ability to attempt innovative programs in social media. In fact, almost half of respondents say the legal and regulatory risks of using social medica (dixit) outweigh the benefits of participation
  • The median budget allocation to digital, out of the total marketing budget, this year is 15 percent, with a 20 percent median expected in 2013. The biggest budget increase is expected for content for tablets and smartphones, and social media initiatives for consumers
  • drug and device makers are more optimistic about mobile than social media

Silverman, Ed. Which Social Media groups distrust Pharma? Pharmalot, 6th of November 2012. Available from:


Written by hbasset

November 7, 2012 at 9:51 pm

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  1. […] Social Health Activists distrust Big Pharma ( […]

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