As we head into 2013, social media continues to establish a strong presence across all industries, with healthcare being no exception. As we move forward in the New Year, it’s important to reflect on success stories in 2012 to extract key learning’s as we continue to enhance social media strategies. Below are a few healthcare social media success stories from the past year, as well as a few key trends we see taking shape in 2013.
In the past year, we saw one major pharmaceutical company begin to rewrite the rules of social media by jumping online and networking with a specified disease category via Facebook and Twitter. What we’ve learned from this pioneer is that transparency from the pharmaceutical manufacturer is key – introducing the moderator of the group, outlining the purpose of the group, and offering a Q&A session with the company’s head of U.S. regulatory affairs to discuss how the site would function. In this instance, the approach quarantined posts internally – meaning posts were sent to an administrator for the brand for approval before appearing on the site, which allowed time to ensure product information was correct and no protective health information (PHI) was being shared – a strong move to meet FDA and HIPAA guidelines.