Facebook and Pharmaceutical Companies: An Industry in Need of Guidance

Susan D. Myers 1 *

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Abstract

Companies across product categories are working to learn the nuances of social media as it continues to grow in popularity and wide spread adoption. Pharmaceutical companies are no different, except that they must also adapt government regulation and industry standards to the new medium, making the topic important for pharmaceutical companies, consumers, and policy makers. The paper outlines the use of one specific social media platform, Facebook, by three of the world's largest pharmaceutical companies. In addition the paper includes an exploratory crossover study that examines consumer perceptions of the content on the different sites with regard to informative value, entertainment value, and learning. Results indicate that consumers perceive differences on all three variables. Open-ended responses are used to discuss some potential explanations for these differences.

Keywords

Facebook; Social Media; Pharmaceutical industry; DTCA

License

This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Research Article

Online Journal of Communication and Media Technologies, Volume 2, Issue 3, pp. 48-70

Published Online: 24 Jul 2012

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Article Downloads: 151

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