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From Science 2.0 to Pharma 3.0 by Denise Silber, David Stuart, Hervé Basset

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4

The digital pharma industry

Hervé Basset, Paul Tunnah and Andrew Spong

Abstract:

Patients’ empowerment has a direct influence on the digital marketing of the pharmaceutical industry, which uses social media services as market indicators and as resources to monitor any competition. This chapter recounts some of the best stories in which social media leaders have built successful sources to start a new relationship with customers. But the industry also has to address a certain number of ethical and legal issues, especially because of the lack of guidance by the FDA. This makes the social sphere a much too risky environment for the pharmaceutical industry. While this engagement is still modest, some companies are more successful than others ...

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