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E-Commerce Who's Absent and Who's Not

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Submitted By inea2015
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"Companies that embrace social media as a central part of their strategy quickly realize social media is not about pushing out promotional materials to their audience. It is about having collaborative interactions with customers, prospects and even employees ­ allowing these companies to gain valuable insights, solidify long­lasting relationships and cultivate customer advocates. More and more companies are embracing social media as a strategic part of their business.” (Desk, 2015) The pharmaceutical industry is one of the great absentees of the social media. Out of fifty pharmaceuticals included in a social media use study, only ten had an identifiable presence on social media. Several articles had been written about what they call the "Pharma­Socmephobia." A very interesting study from IMS Institute dedicates over 40 pages to explore, discuss and analyze the reasons, the pros and cons of this behavior. By ignoring social media pharmaceuticals are missing on great information for product development, key opinion leader identification and monitoring. Social media are a tool to listen to customer ideas and feedback, and collaborate with social groups to test products and services. As stated by IMS Pharmaceutical companies cannot afford to delay their entry into these ever evolving and increasingly significant new channels of communication. "Early movers will test the water with an educated trial and error approach and discover benefits for the company as a whole while moving closer to consumers and patients."(Social, 2014) Hard copies of healthcare information decreased in importance while online researchers for healthcare information went from 25% on 2000 to 72% of Americans and 82% among Europeans on 2012 according to IMS study. It is

mandatory by FDA when advertising healthcare products FDA to include risk information in the main body

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