There is much debate about whether pharmaceutical companies will be able to harness the exponential growth of social media.
Most savvy businesses now have a presence on Facebook and Twitter, but drug manufacturers find their hands bound by privacy and advertising restrictions. No doubt they are searching for breakout, attention-grabbing efforts beyond the usual bland self-promotion.
Surely they know that consumers most desire helpful information and value. But can they deliver it?
This is notable. I am not aware of another pharmaceutical company having venturing into these waters. Even if not a first, it is definitely not commonplace.
For those of you who have not yet participated in a Twitter chat, you can post to the conversation by including the #rxsave hashtag in your tweets. To follow the conversation, simply use the #rxsave hashtag as your Twitter search term. TweetDeck and similar programs/apps can make the process easier.
As for me, I am particularly interested in the chat for the proposed content–helping people with the cost of their medications.
However, I am also curious to see how @AstraZenecaUS moderates the discussion:
- Will they focus only on their AZ&Me program, or will they invite a broader conversation?
- How will they handle the tweet of a participant who mentions the medical indication of one of their products?
- What if anti-pharma sentiments pop up?
It will also be interesting to see how much activity this one-hour event generates. Some Twitter chats with numerous participants can be difficult to keep up with.
In addition to those contributing to the discourse, one can readily expect many quiet lurkers tonight: @LillyPad, @Boehringer, @GSK and @Pfizer_news, among others.
And the silent muscular guy in the back of the room? That’s @US_FDA.
Stephen Meyers, MD