Pharma Takes Baby Steps with Social Media

Many drug companies are ahead of the social media curve. But a closer look reveals that pharmaceutical manufacturers are at widely different stages of implementation, according to a study published by Cutting Edge Information.

The study, “Pharmaceutical Digital Marketing and Social Media,” shows that 82% of companies incorporate at least one social media activity within their digital strategy. As individuals increase their use of the Internet, pharmaceutical companies have followed consumers into the digital realm at an increased rate. However, some companies are just starting out whereas others are already launching full-fledged promotional campaigns.

Social media proves invaluable as it offers companies many different ways to promote their brand or their company. “Social media is a tool for listening to what the consumer is thinking, and we can engage the consumer, learn their attitudes and hone our targeting,” said one product manager interviewed for the study. Cutting Edge Information’s data indicate that surveyed companies favor using social media to target physicians, generate competitive intelligence and facilitate internal communication within the company. Targeting physicians helps companies understand what health information patients are seeking. Internal communication allows companies to troubleshoot pharmaceutical social media strategies within the company before developing outward facing strategies.

Social media also helps companies generate competitive intelligence. “Listening is how companies gather information about their consumers, customers and about how to segment their audiences,” says Michelle Vitko, senior research analyst at Cutting Edge Information. Existing social media forums help companies gauge consumer perceptions of their brands or specific products. Looking at social media forums also helps companies target audiences more effectively. By facilitating online interactions with physicians and allowing companies to track pharmaceutical trends, social media offers companies the opportunity to develop their digital strategy beyond an Internet presence.

“Pharmaceutical Digital Marketing and Social Media” ( helps marketing teams:

  • Prioritize objectives with case studies that illustrate successful digital marketing goal-setting
  • Build a team structure to manage both internal and external relationships, emphasize compliance and mitigate regulatory risks
  • Create a team equipped to meet current digital marketing needs and adapt to future challenges

For more information on digital marketing, social media, and pharmaceutical marketing strategy, contact Cassie Demeter at 919-433-6583.


Cutting Edge Information
Cassie Demeter, 919-403-6583
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