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Biotech, pharma companies test waters of social media
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Many commercial companies are at least waist deep in the murky waters of social networking. Dozens of advocacy groups and environmental organizations can be found on Facebook, Twitter, Linkedin and other social networks. Yet biotechnology and pharmaceutical companies and trade associations are just beginning to use these communications tools to engage their constituency. Why is this so?
Earlier this year, the U.S. Federal Food and Drug Administration chastised 14 pharmaceutical and biotechnology companies for misleading and inappropriate use of the Internet to advertise their products. Let’s hope these companies learned their lessons and adjusted their approach. But still, few pharmaceutical and biotechnology companies are availing themselves to social media, which could benefit both them and their customers.
A recent article in The Atlantic discusses a study on what types of associations and organizations are using the most social media. The study ranked entities by how many of the 14 different social media tools listed they were using. The report includes such basic forms of digital interaction as email or Web pages that encourage comments to more specific tools such as blogs, news ranking services like StumbleUpon, and the video site YouTube.
According to The Atlantic’s writer Chris Good, pharmaceutical and biotechnology organizations were determined by the study to be "one of the most prominent groups in the bottom tier" of social media users. Among these social media luddites, the article listed the “Pharmaceutical Research and Manufacturers of America, the American Council of Life Insurers, the American Petroleum Institute, the Biotechnology Industry Organization, the American Medical Association, America's Health Insurance Plans, and the National Petrochemical and Refiners Association.”
There organizations and associations represent some of the nation’s top scientists, mathematicians, engineers, physicians, and creative thinkers. Society could stand to benefit from more opportunities to engage with these groups, and these groups could certainly gain from the feedback of their publics.
This is not to say that all pharmaceutical and biotechnology organizations and companies avoid social media. A few are starting to reach out to people, some whose lives depend on the products and services of biotechnological research. A recent personal survey of Twitter turned up active accounts from pharmaceutical companies Johnson and Johnson, MedImmune, GlaxoSmithKline, AstraZeneca US and many others.
Biotechnology companies and groups are also beginning to show some interest in social media. One of the best places to learn about what’s new in biotech is the Website IamBiotech.org. Here you will find stories from leaders in this field and additional ways to connect with them through Meetup.com, Twitter, Linkedin and Facebook. There is even a tutortial for biotechnology companies and groups on how to use social media more effectively.
Some of these companies and associations are just beginning to figure out that connecting with the public can be a good thing. Improved engagement will only improve the public understanding of new drugs, vaccines, scientific discoveries and the scientific process in general. Because one of the best way to solve any problem in the realm of science, medicine, pharmaceuticals or biotechnology is to talk to the people who are doing that work. Social media provides no better way to do this.
I am beginning to build a list of all the biotech and pharmaceutical related people or groups I can find on Twitter. To access this list (@Mary_Spiro/biotech-pharm), please follow me at http://twitter.com/Mary_Spiro.
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