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*Even in the absence of FDA social media guidelines, there is still a lot pharma marketers can do*

By EileenOBrien on Apr 27, 2011

Even in the absence of FDA social media guidelines, there is still a lot pharma marketers can do

For the past few months, one of the mostpopular questionsamong pharmaceutical marketers has been: Will the FDA release social media guidelines or not?

Well, the current answer is no.

The FDA's latest self-imposed deadline (first quarter of 2011) has passed without draft guidance.

Industry veterans who attended the first hearing on the Internet back in 1996 are unsurprised.

The lack of formal guidance on the Internet hasn't stopped pharma/biotech companies from taking full advantage of the power of the Web.

The good news: Even without FDA guidance on social media,there are lots of tactics possible right now and examples of companies using them.

It's the message, not the medium

Pharmaceutical marketers should continue to apply existing FDA guidelines to the Internet and social media. Be sure to focus on applying fair balance.

The majority of letters received regarding social media, such as YouTube orFacebook, have focused on issues with the message not the medium.

Here are some low-risk social media tactics that every pharmaceutical company should be considering.

Listen and learn Patients, caregivers and, increasingly, physicians are online talking about health and medicines. Monitor the social media space to find out what people are saying about your company, brand, and your competitors.

People are out there talking, so listen in and learn from what they are saying. This can be valuable market research. Whether you do this in-house or via an interactive agency, any potential adverse events can be reported through the usual channels.

Through this online listening, brand managers can identify the unmet needs of the target audience and provide ideas for how pharma can add value. It can give key insights, such as the language the audience is using, how pharma can offer support, and how well current tools and materials are performing.

EducateEducate not only brand teams but the medical, legal, and regulatory teams. This understanding of social media and what other pharmaceutical companies are doing is essential. Take advantage of your agency partners who will be happy to share knowledge. Work to develop internal social media champions.

Develop internal guidelines Pharmaceutical employees are using social media. Leadership should be providing guidelines.

Start with unbrandedIt's much safer and easier to start using social media for corporate communications, customer service, and unbranded disease awareness efforts. Partnering with an online trust agent, such as a patient organization, can be a great way to start. (For more on trust agents, see Pharma and social media: How to add value'.)

Social sharing toolsUsed on websites, these buttons and widgets make it easy for visitors to share material. Be sure the content not only follows fair balance but that it is share-worthy-content that adds value and people will truly want to share.

There is the possibility that, despite the FDA using social media extensively themselves, the guidance could be restrictive. For now, at least, we are spared this.

Agree? Disagree? Let me know what you think.

Eileen O'Brien is director of search and innovation at Siren Interactive. She blogs at Sirensong.