Pharmaceutical Executive Digest Europe - March 11, 2009 - (Page 8) Social Media sound off about the evils of Big Pharma,“ says Beaven. It goes further than this for Andrew Spong: pharma has to get comfortable with the idea of relinquishing control of their brands. “Do they understand the underlying Web 2.0 idea that the customer, not the company, owns the brand?” he asks. “Are they comfortable with affording their customers access to tools that will potentially reorient, perhaps completely invert, their key messages?” A couple of times during the research for this article, Twitter told me it was over capacity. When this happens you get the polite message, “Too many tweets! Please wait a moment and try again”, accompanies by a sweet image of eight tiny birds desperately trying to lift a massive whale. “ But it could well be that Twitter is the killer app.” The birds and the whale may prove to be an appropriate analogy for pharma and its nascent use of Twitter? Such an open communication platform will struggle to bear the weight of such a heavily regulated industry, carry the responsibility that pharma has for doctors and patients, and still facilitate meaningful multidirectional communication. Chouquet says the best way for pharma to find out what’s possible is to start using Twitter internally to get a feel for how it works and what it can do. “Companies should craft clear guidelines for employees on the do’s and don’ts of social media usage professionally and privately.” She also suggests trying to follow regulatory guidelines where possible, but acknowledges that every regulator in the world is currently playing catch up. You might be wondering if it’s all worth the effort. Listen to Andrew Beaven at EvaluatePharma. “My perception until very recently was that Twitter was another Second Life, a potentially interesting technology platform waiting for the killer app. But it could well be that Twitter is the killer app.” According to Forbes, you heard it here first. Peter Houston is the Editorial Director at Advanstar Communications UK. He can be reached at: phouston@advanstar.com We are on Twitter, come and tweet with us at www.twitter.com/pharmexecdigi MISS IT, MISS OUT! Ensure you receive Pharm Exec Europe every week. Click here to subscribe for FREE now! pharmexec.com 1 11 NEWS BRUSSELS REPORT 2 FROM THE EDITOR / NEWS 6 TWITTER 9 GENERICS 13 CALENDAR 14 ON THE MOVE CLICK TO SUBSCRIBE TO PHARM EXEC http://www.pharmexeceurope.com/europharmexec/newsletter/subscribeNewsletter.jsp http://www.twitter.com/pharmexecdigi http://www.pharmexeceurope.com/europharmexec/newsletter/subscribeNewsletter.jsp
Table of Contents Feed for the Digital Edition of Pharmaceutical Executive Digest Europe - March 11, 2009 Pharmaceutical Executive Digest Europe - March 11, 2009 Contents From the Editor Social Media Generics Brussels Report Calendar On the Move Pharmaceutical Executive Digest Europe - March 11, 2009 Pharmaceutical Executive Digest Europe - March 11, 2009 - Contents (Page 1) Pharmaceutical Executive Digest Europe - March 11, 2009 - From the Editor (Page 2) Pharmaceutical Executive Digest Europe - March 11, 2009 - From the Editor (Page 3) Pharmaceutical Executive Digest Europe - March 11, 2009 - From the Editor (Page 4) Pharmaceutical Executive Digest Europe - March 11, 2009 - From the Editor (Page 5) Pharmaceutical Executive Digest Europe - March 11, 2009 - Social Media (Page 6) Pharmaceutical Executive Digest Europe - March 11, 2009 - Social Media (Page 7) Pharmaceutical Executive Digest Europe - March 11, 2009 - Social Media (Page 8) Pharmaceutical Executive Digest Europe - March 11, 2009 - Generics (Page 9) Pharmaceutical Executive Digest Europe - March 11, 2009 - Generics (Page 10) Pharmaceutical Executive Digest Europe - March 11, 2009 - Brussels Report (Page 11) Pharmaceutical Executive Digest Europe - March 11, 2009 - Brussels Report (Page 12) Pharmaceutical Executive Digest Europe - March 11, 2009 - Calendar (Page 13) Pharmaceutical Executive Digest Europe - March 11, 2009 - On the Move (Page 14)
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.