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...