Social Media and Health: Should Big Pharma Join Justmeans?

There are a few pharma companies here on Justmeans, but you're forgiven if you didn't notice. Pfizer joined in February and has maintained a quiet profile with only an 'About Us' page. Abbott Laboratories also has an understated presence here. Since joining in November 2009 the company has posted a few CSR reports and posits that drug manufacturing is only one of many lines of business by positioning the company as a "broad-based health care company." This is somewhat misleading since Abbott is widely known as a drug maker and joins Pfizer, Merck, and GSK in the Pharmaceutical Research and Manufacturers of America (PhRMA) trade group. The approach to outreach on Justmeans by Pfizer and Abbott - cautious yet present - is not unique to these companies. According to John George's article in this week's Philadelphia Business Journal, many drug companies are dabbling with social media, albeit with a nervous eye on federal regulators.

George reports that pharmaceutical companies have developed blogs, twitter feeds, and facebook groups (not to mention Justmeans profiles) to engage consumers and push their products. "Social media initiatives now account for about 5 percent of drug companies' total promotional spending," claims an expert cited in the article. This advertising outlay makes sense considering the numbers of people that consume media through blogs, tweets, and status updates, but the drug companies' caution is surprising. Drug makers have huge advertising budgets but tiny social media presence. This begs the question, why so little pharma online?

According to George, the FDA is the major reason for drug makers' reticence. Federal regulators remain undecided about how to moderate these outlets. They suspect that "social media activities may encourage false claims and misleading advertising." And they have good reason. In 2008, Shire Pharmaceuticals posted a YouTube clip of a TV personality peddling an ADHD drug. The celebrity suggested uses for the drug not approved by the FDA, and the feds pulled the clip. Few expect the FDA to release the pause button on drug makers' social media activities anytime soon. George reports that industry insiders don't expect the FDA's decision until the end of the year.

This standoff between the pharmaceutical industry and the FDA is unfortunate. Pharma marketers should be allowed to join the social media space just like other companies. Of course they must avoid posting misleading content about products, but not because federal overseers will be watching. Rather, because social media-savvy consumers will be watching. Drug companies should be wary of facing patients and providers with the internet at their fingertips. These consumers can debunk claims and tweet the results thus regulating companies in real time. Justmeans-client Pfizer backs this pro-social media position. John Mack of the 'Pharma Marketing Blog' reported last month that the company asked the FDA to relax oversight of the "new media" space.

What do you think? Are you behind pharma's push for social media freedom of speech? Can online communities feasibly police drug makers' claims? Or should the FDA impose strict guidelines for these companies' tweets, blogs, Justmeans participation, and other social networking activities?

Image source: flickr