The pharmaceutical industry has yet to fully integrate social media into its business processes and strategies, due in part to lack of FDA guidance, write Reeta Mehrishi, a social media analyst, and Sanjeev Sachdeva, chief of Pharma IT Solutions & Innovation, at Tata Consultancy Services. Drugmakers are missing out on a significant business and brand-building opportunities, as customers expect companies to provide an interactive forum, they say. "While the onus is on the FDA to remedy the lack of clarity around social media regulation, the pharmaceutical industry risks far more by hesitating to embrace this potent business tool," Mehrishi and Sachdeva write.

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