Pharmaceutical Technology Europe: Vice-President and Head of Life Sciences Practice in Europe Speaks About Social Media Implementation in the Pharmaceutical Industry

Bhaskar Sambasivan, VP and Head of Life Sciences for Europe, Cognizant

“For the pharmaceutical industry, social media can bridge the gap between companies and drug end users,” says Bhaskar Sambasivan. “However, social media is only one key component in a communication strategy, and not a complete replacement. The level of adoption and maturity in implementation of social media is relatively low and inadequate in the pharmaceutical industry because of various factors.”

He adds, “Despite the challenges, many pharmaceutical companies are broadening the way they use social media. For instance, as well as using platforms like Twitter and Facebook for distributing press releases and other company announcements, companies are also using them to promote awareness of health issues and diseases, manage corporate affairs, share corporate social responsibility initiatives and engage with customers while providing them with efficient service in real-time.”

According to Sambasivan, the pharmaceutical industry is heavily regulated so it is no surprise that strict regulatory and compliance demands are a fundamental inhibitor to the adoption of social media. He says. “Today, social media provides potential components of an overall communication and marketing strategy. Currently the way in which it is being used demonstrates interest, but little overall harmonized use across therapeutic areas and geographies.”

In future, adds Sambasivan, social media will be a significant component within global sales and marketing efforts targeted at healthcare professionals, as well as end users, and that consistently supports brand re-enforcement/reputation management and effective two-way product communication.

“Most companies understand that social media is important, but the challenge is in making it work for the business. The majority of companies have established Twitter feeds and branded Facebook pages, but few have a complete grasp on exactly how to use social media to interact with consumers, improve products, services and brand recognition and, ultimately, drive sales and profitability,” he says.  

“The potential of social media is unlimited due to the diverse nature of available platforms, and with their experience in data collection and applied analytics, pharmaceutical companies are well placed to address the challenges of social media. However, pharmaceutical companies need to continue to invest in social media and exploit its use in new areas. The main point is to identify those business processes that will benefit from a social application or improved social interaction, so they can operate more efficiently and effectively,” says Sambasivan.

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