Practicing Safe Social Marketing: Six Steps To Online Engagement - Pharmaceutical Executive

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Practicing Safe Social Marketing: Six Steps To Online Engagement
Social media as a pharma marketing tool has been deemed too vulnerable to regulations, but that doesn't mean you have to stay on the sidelines

Successful Product Manager's Handbook


Go mobile



Well over half of all physicians own an iPhone, Blackberry, or other brand of PDA or smartphone, according to Manhattan Research, and the majority believe it is a tool they can't live without. Apple's App Store offers more than 150 medical tools for physicians. The most popular downloads provide comprehensive drug information, medical calculators, terminology, or protocols/interpretations (eye exam, ECG interpretation). Marketing dollars could easily be spent creating an app that physicians would find useful and relevant. It is a good way to engage in dialogue with customers since many physicians willingly post feedback.

In the end it's not so much a matter of how you engage, as long as you engage. But if you wait too long, you may well be left without a partner.

Bunny Ellerin is Managing Director at InterbrandHealth. She can be reached at


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