The social media/Pharma world is abuzz lately about the FDA and its new draft of guidelines regarding Pharma companies and medical device makers use of what they refer to as, “emerging electronic media” when discussing off-label (not officially approved) uses of devices and medications.

While the new draft has been met with mixed reactions in some corners, we prefer to take a more optimistic look at this new information.  While this is NOT a comprehensive set of social media guidelines, it represents a small but notable bit of progress towards further guidance in the use of social media platforms by the pharmaceutical industry.

Here are a few positive takeaways from this new FDA draft from a social media engagement standpoint.

Addressing of a Major Engagement Obstacle

One of the biggest hurdles related to Pharma’s social media engagement has been dealing with off-label usage discussions.  This new draft addresses this particular sticking point directly. If asked about an off-label use of one of its products on a public platform (e.g. Twitter, forums), companies CAN respond with information regarding how individuals can contact the company directly to receive an answer. Moving health related conversations to a more private arena is to be expected and, speaking as a potential patient, appreciated.

Reaffirming Trust in Pharma

With this document, the FDA is confirming a belief that Pharma brands can be trusted to take on an active role in online patient education. From page 6:

“FDA recognizes that firms are capable of responding to requests about their own named products in a truthful, non-misleading, and accurate manner.”

The message is clear; keep your communications truthful and on-point and you’ll be fine in your social media engagement efforts.

Opportunity for Thought Leadership

With what should be added confidence at jumping into online discussions, Pharma companies should now be set to take on leadership roles in terms of online health discussions in every corner of the social media realm.  If a member of the public asks a question about a medication in a forum, on Twitter, or in a blog comments section, wouldn’t it be best to get a response from the actual drug manufacturers? The FDA seems to think so.  From Page 13:

“..because firms usually have robust and current information about their products, it can be in the best interest of public health for a firm to respond to unsolicited requests for information about off label uses of the firm’s products that are made in public forums, especially since other responders may not provide or have access to the most accurate and up-to-date medical product information..”

Indeed, Pharma has the opportunity to advance public health by providing social media forums with solid, accurate health information that informs and educates its audience.

The FDA HAS addressed the emergence of social media platforms and the importance of social media to both the industry and, more importantly, the public. Now is the time to demonstrate that Pharma can own the social media space, rather than vice versa.

Any other positives to come from the new FDA draft not mentioned above? Feel free to point them out in our comments section!

Jason Boies is a member of the Radian6 Community Engagement Team.  His focus is on the worlds of healthcare & pharmaceuticals.  Get a prescription for health & pharma themed tweets by following him on Twitter at @JasonBoies.  Read other blog posts from Jason here.

Tags: #SocPharm, FDA, Pharma, social media engagement