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PORTER NOVELLI: AMPLIFY | 1
FORCINGPHARMA’SHAND
FACEBOOK’S POLICY CHANGE AND THE FUTURE OFREGULATED HEALTHCARE MARKETING
Brad B. McCormickExecutive Vice PresidentGlobal Digital DirectorPorter NovelliSpring 2011Peter J. PittsGlobal HeadRegulatory and Health PolicyPorter Novelli
 
2 | PORTER NOVELLI: AMPLIFY
 
PORTER NOVELLI: AMPLIFY | 3
Ater much speculation, Facebook conrmed 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 aspecic 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 benet 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 benets 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, thebenets ar outweigh the risks and could help usher in a new era o pharmaceutical marketing.
BRAD B. McCORMICK
EXECUTIVE VICE PRESIDENT,GLOBAL DIGITAL DIRECTOR
PETER J.PITTS
GLOBAL HEAD, REGULATORYAND HEALTH POLICY
OVERVIEW
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