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This week, Eye on FDA, a blog that critiques the regulatory side of the US Food and Drug Administration, counted 44 pharmaceutical and medical product companies operating 200 Twitter handles, with one company posting on 21 different feeds. The result reflects a growing number of pharma companies using Twitter, but also a push for diversification.
Despite the hazards of social media allowing open comment on products and profiles, pharma seems to be seeing it as an optimal way to target specific audiences. Eye on FDA calls it “niche-casting;” targeting specific audiences, such as users with particular diseases looking for the newest innovations, or professionals looking for jobs. Some companies also offer product-specific feeds for updates and advice, and feeds for promoting their philanthropic efforts. Most ...
