Last week the FDA issued draft guidance for social media marketing guidelines 
for pharmaceutical companies. Notably, this was the first time that the FDA had ever used the names “YouTube” or “Twitter” in a document.
The draft guidance focuses heavily on how to proceed when receiving an off label request, such as when a consumer asks for information about using a drug for an indication for which it is not approved. There are many others aspects of social media that will likely be addressed further by the FDA; however we believe this is a pivotal first step for the agency.
This guidance also signifies the high level of interest surrounding social media and that its influence is only growing. As a powerful way to reach target audiences and inform patients, it is important for pharmaceutical companies to be a part of the social media conversation.
At Russo Partners we have implemented multiple social media campaigns for clients using Twitter, YouTube and other social media sites to distribute company news, announcements and relevant content to audiences far and wide.
As an example, take a look at the YouTube channel we created for our client, OrbusNeich, as well as a sample video from the channel below:
http://www.youtube.com/user/orbusneichmedia
Though it’s a draft at this point, it’s certainly a step in the right direction. The FDA has let it be known they would welcome Pharma companies finding relevant social conversations and adding their voice to the discussion. Even if it means ultimately moving the conversation to more private areas, they recognize the value of drug makers getting involved in online talk surrounding medication and treatments.
Time for Pharma to get social. : )
Cheers
Jason Boies
Radian6 Community Team
@Radian6
Thank you for your insights. We agree; this is absolutely a step in the right direction and will have beneficial outcomes for patients as well as pharmaceutical and biotechnology companies.