Social Media Has Revolutionized the Healthcare Industry

This article argues that pharma should, as an industry, begin to change its thinking on social media use in the marketing mix from a tool of promotion to a tool of engagement.

Social Media Has Revolutionized the Healthcare Industry

Ritesh Patel Ogilvy CommonHealth Worldwide

The marketing function of the pharmaceutical industry needs to begin focusing on changing its thinking around social media, to more of an engagement-oriented model and less around advertising and promotion. Social should be viewed as an integral part of the overall marketing mix and not silo'd or being the domain of corporate communications.

It was a cold, snowy November day in 2009, and a large number of people involved in the pharmaceutical industry had trekked down to Washington, D.C., to gather in front of the august body...

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