Google your favorite drug or medical device company and the words “social media” and you will likely find—to no surprise—that industry is embracing this multifaceted communications method. Blogs, Facebook, YouTube, Pinterest, Instagram, LinkedIn and of course Twitter are all devices used by industry to communicate with investors, consumers, journalists and the community at large. Industry use of this media is widespread and likely to increase.
According to a study published by the IMS Institute for Healthcare Informatics, in 2013 half of the top 50 pharmaceutical companies engaged with consumers on health care-related topics through social media, and 10 had a presence across all three main social media sites: Twitter, YouTube and Facebook. The highest number of pharmaceutical companies can be found on Twitter, followed by YouTube and Facebook, respectively, according to the study. IMS Health found that pharmaceutical companies are using social media in three main ways: social media analytics; broadcasting messages and content to consumers; and engaging people and organizations in public conversations on health care topics.
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