While part of the issue with sanofi was a lack of communication with an upset patient, another problem was that they set no clear expectations on the Facebook page. They have since developed guidelines which note what type of comments should be placed on the wall.
I assume that AstraZeneca (AZ) are monitoring all the comments, removing the inappropriate ones and have policies in place for how to handle off label comments about their prescription medications and adverse events.
Interestingly, on AZ’s page there have been comments posted to the wall about their products. The example below mentions the brand and indication without the generic name or safety information. I wonder what DDMAC would think of this, especially since it has a “black box” warning. I also wonder if AZ would let links to negative brand articles stay?
I’ve just posted the following comment. We’ll see how they respond.
Lessons for Pharma
If you want an example of great expectation-setting by pharma on Facebook, check out the ADHD Moms page.
Please comment below and let me know what you think.
This post was contributed by Eileen O’Brien, Director of Search & Innovation for Siren Interactive. You can connect with her on Twitter at @eileenobrien.
(Image courtesy of jessiehart on Flickr)