You've got InMail: Pharma ratcheting up use of LinkedIn for marketing
- More pharma companies are using LinkedIn as a communications channel for paid sponsorships and advertising, according to a report from FiercePharma Marketing.
- Pharma companies tend to view InMail as a safer option because there is no opportunity for public comment, unlike other more open social media forums.
- Sponsored updates for drugs, however, may not be the best fit for direct drug promotion, as those updates tend to be teasers linking to more information. Drug advertisements need to present all the relevant risk information upfront on the first impression, rather than in another location.
Fierce took a look at the top 20 pharma CEOs and found that fewer than half had LinkedIn accounts. However, CEOs in other industries are similar in this regard, often leaving profiles out of date.
Overall, though, pharma companies are starting to migrated towards greater use of LinkedIn as a useful social media tool. Unlike Facebook, LinkedIn is more focused on building professional brands. This has made it easier for pharma companies, which have had a challenging time navigating social while awaiting FDA guidance on appropriate use.
- Fierce Pharma Marketing 'Safe' social network LinkedIn emerges as popular marketing tool for pharma