Novartis gets to grips with social media

Stephen Whiteside

This event report sets out how Novartis, the pharma giant, has progressed on social media in an industry subject to tight regulation and considerable scrutiny.

Novartis gets to grips with social media

Stephen WhitesideWarc

For pharmaceutical brands, social media often appears to be more of a poison pill than a prescription for success, as tight regulation and intense scrutiny means inaccurate messages are likely to result in a negative – and extremely public – backlash.

As Henry Anderson, Novartis International's director/social media, reminded delegates at the 2014 Social Media World Forum (SMWF) in New York, the cost of an error extends well beyond the embarrassment typically experienced by a brand in a less-restricted sector that commits an online faux pas.

"We actually...

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