I told a friend a while back that Pharma marketing was a lot like playing chess. Not only is it highly cerebral – to really understand a brand there is a not insignificant degree of scientific understanding required – but also, there are lots and lots, and lots of rules. Canada, with a regulatory environment governing pharma marketing similar to Europe, has a (possibly overly-)active watchdog agency (our beloved PAAB) that limits how, what, where and when we can say what we say about our brands. Not to mention who we can say it to.
Now if that wasn’t enough, here comes the whole social network scene. Not only are the regular rule still in play, but a whole new wrinkle is thrown in to the mix: the dreaded adverse event report. Engaging in social marketing in its fullest, most web 2-point-oh-ist way means opening up to what consumers and patients have to say. Allowing for conversation. Two-way conversation! Sounds great, but aye, here’s the rub: of they talk about any kind of side effect or adverse event, well, its game over. Once that adverse event gets reported, a whole mechanism goes into play, one to which the pharma company is legally bound. Its a nightmare scenario – one that pharma companies simply cannot afford. Some might insist that pharma has to suck it up and pay the price, but the truth is that its a long way from allowing that to happen.
Talk about marketing in a straight jacket!
But pharma marketers are, if anything, pro’s at finding ways to manage around such constraints. And its been very interesting to see how Pharma manages to delve into social marketing. Pharma You Tube channels and facebook pages have been popping up here and there with varying degrees of success. So how are they managing closing off the dreaded adverse event reporting risk? Simple. Comments, user feedback, wall posts, any and all open text fields are inactive.
Unfortunately, closing off these functional elements pretty much kills the conversation before it even starts. Even YouTube video submissions are asked point blank, not to include any comment about the drug, including any adverse events.
But some smart folk out there are finding a way to be a little more engaging. While open text comment fields are simply too risky, there’s no reason visitors can’t vote or rank videos or other content. Sure, its overly structured and limits what people can say, but its something. J&J has done an interesting thing on their YouTube channel and has put together a list of YouTube favourites where commentary is free to be.
I can guarantee the straight jacket will never fully come off. And really, its there to ensure patients, consumers and doctors are not misled about the benefits a drug might offer. That’s hugely important. And savvy marketers are finding ways to generate a little bit of wiggle room here and there. There are still moves that can be made on the phrma marketing chess board. As frustrating as it can be for marketers and their agencies.
