Jim Edwards writes in Brandweek about why pharmaceutical companies have avoided online social media, such as bulletin boards, chat rooms and blogs, and the pressure to change. Drug companies worry that “user-generated content will include complaints about injuries caused by their drugs’ side effects. The law requires these “adverse events” to be reported to the FDA. The FDA’s adverse-event databases are regularly combed by lawyers looking for potential class-action suits.” Brand managers find themselves caught between the legal and regulatory departments and the marketing agencies. One marketer says companies must change attitudes that have said “there’s safety in ignorance” and instead must embrace ways to look for adverse events.
