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Forcing Pharma's Hand

Forcing Pharma's Hand

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Published by porternovelli
After much speculation, Facebook confirmed its plans to remove the disable comments option on most Facebook fan pages. This policy will be immediately applicable to all existing Facebook pages and will be applied retroactively applied to all existing pages by August 15th. Pending a review, only Facebook pages that are focused on a specific 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 going to be presented with a clear choice: Either find a way to embrace and benefit from two-way dialogue with your Facebook fans, or remove Facebook from your marketing mix entirely. This will force regulated health companies to examine not only the risk and benefits of Facebook, but of two-way social communication overall. There is no correct choice here.

While a Facebook page is not right for every pharmaceutical campaign, we do believe that for most, the benefits far outweigh the risks and could help usher in a new era of pharmaceutical marketing.
After much speculation, Facebook confirmed its plans to remove the disable comments option on most Facebook fan pages. This policy will be immediately applicable to all existing Facebook pages and will be applied retroactively applied to all existing pages by August 15th. Pending a review, only Facebook pages that are focused on a specific 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 going to be presented with a clear choice: Either find a way to embrace and benefit from two-way dialogue with your Facebook fans, or remove Facebook from your marketing mix entirely. This will force regulated health companies to examine not only the risk and benefits of Facebook, but of two-way social communication overall. There is no correct choice here.

While a Facebook page is not right for every pharmaceutical campaign, we do believe that for most, the benefits far outweigh the risks and could help usher in a new era of pharmaceutical marketing.

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Published by: porternovelli on May 24, 2011
Copyright:Attribution Non-commercial

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05/31/2011

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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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