The life sciences industry is sitting on the sidelines and waiting for regulatory guidance, rather than jumping into wide-scale use of social media, according to a Deloitte Research report.
The report said that part of the hesitation may be because the industry thinks of social networks as marketing, a more-targeted form of DTC advertising. However, it says, social networks are promising as tools that let a company collect information from, communicate to, and collaborate with people outside company walls.
Deloitte said its study described a framework for how social networks are being used today and in the future; explained how social networks add value beyond marketing but across the commercial and research organization; discussed survey data from industry professionals who are using or plan to use social networks; explored the accelerators and barriers to social networking use in the industry; identified when it is appropriate to use a social network and for what purpose; and examined the right governance and policy measures that should be in place.
From the February 01, 2011 Issue of MM+M - Medical Marketing and Media
