PORTER NOVELLI: AMPLIFY | 3
Ater much speculation, Facebook conrmed its plans to remove the disable comments option on mostFacebook an pages. This policy will be immediately applicable to all new Facebook pages and will be appliedretroactively to all existing pages by August 15. Pending a review, only Facebook pages that are ocused on aspecic prescription medication may continue with the comments option disabled.Ostensibly this means that companies that have been using Facebook as a one-way broadcast tool are goingto be presented with a clear choice: Either nd a way to embrace and benet rom two-way dialogue withyour Facebook ans, or remove Facebook rom your marketing mix entirely. This will orce regulated healthcompanies to examine not only the risk and benets o Facebook, but o two-way social communicationoverall. There is no correct choice here.While a Facebook page is not right or every pharmaceutical campaign, we do believe that or most, thebenets ar outweigh the risks and could help usher in a new era o pharmaceutical marketing.
BRAD B. McCORMICK
EXECUTIVE VICE PRESIDENT,GLOBAL DIGITAL DIRECTOR
GLOBAL HEAD, REGULATORYAND HEALTH POLICY