A continuation of my initial post…
3. Pass on Social Networking/Media/Marketing.
It’s a fad anyway. Right? Sure…140 million people are on Facebook alone, but what’s 140 million people to a big healthcare company? It’s a rounding error. Fact is, until you can get your regulatory teams to loosen the chains on anything that hints of social networking, just forget about it. Your efforts will be ineffective, will frustrate people, will underwhelm them, and will be a waste of money. Social networking works because people can say what they want, but when you’re regulatory team is involved, they can’t. Johnson & Johnson figured out a way to test the waters, not once, but twice in 2008. They acquired ChildrenwithDiabetes.com and also launched an unbranded Facebook Page for Concerta called ADHD Moms (which has more than 6,700 fans already).
So, you don’t worry about figuring out Twitter or if a brand blog makes sense, just forget about it. You probably won’t be allowed to do it the right way anyway. Alternatively, you could…
(To be continued Monday…)
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