CHEManager Europe: Cognizant Vice-President and Head of Life Sciences Practice in Europe Writes About Social Media in Pharmaceutical Companies

Bhaskar Sambasivan, VP, Life Sciences, Cognizant

“Big, diverse and powerful, social networks have transformed the way we communicate,” writes Bhaskar Sambasivan. “For the pharmaceutical industry, social networks are an opportunity to bridge the gap between them and end users. Most companies understand that social media are important, but the challenge lies in making the platforms work for the business - and in transferring current experience into measurable data and results.”

Sambasivan writes that few companies have a complete grasp of exactly how to use social media to interact with consumers, improve products, services and brand recognition and, ultimately, drive sales and profitability. “Like other new technologies, social media tools need to be managed into the workplace to release the innovation potential and new ways of working within regulatory constraints,” he writes. “The new ‘millennial’ workforce is a generation of employees that are accustomed to using social media applications on an everyday basis. By giving these digital-era people the right tools to replicate their digital lives in the workplace, an organization stands to truly improve its overall performance.” 

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