Social media plays a pivotal role in the marketing of over-the-counter (OTC) medications in Europe, offering tailored advertising to specific target groups.
Consumers interact with social media advertising through actions like liking, sharing, commenting, and contacting pages via private messages, contributing to the dynamic nature of engagement.
While “literature” is extensively referenced in GVP Module VI, “Social Media” is notably absent, reflecting a regulatory lag in addressing this modern communication channel. Limited guidance is provided on managing “digital media”, with no specific mention of sponsored social media channels, despite the surge in platforms like Instagram and TikTok post-2011.
Many pharmaceutical companies are retreating from social media due to perceived challenges, as evidenced by a survey conducted in collaboration with the Bundesverband der Pharmazeutischen Industrie e.V. (BPI). Concerns primarily revolve around the workload associated with handling adverse reaction reports. However, our consumer survey found that only a minuscule 2% of reported side effects were through social media channels.
In my presentation, a solution is offered that enables your marketing team to maintain social media presence while ensuring clarity and guidance on internal workflows and information dissemination.
Navigating the intersection of social media and pharmacovigilance presents significant challenges for mid-size pharmaceutical companies. However, with strategic approaches and innovative solutions, these hurdles can be overcome, ensuring regulatory compliance and effective engagement with consumers.