Suzannah Palinkas's blog

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We Must First Ask the Question - What Do We Want to Accomplish?


It seems simple enough and a logical first step to [[wysiwyg_imageupload:114:]]
planning anything but so many times, across multiple disciplines, we hear:

“We need a Facebook page.”

“We need to have a blog.”

“We need to be Tweeting.”

But why? At a recent social media conference, specifically in the Pharma space, the question and principle came up multiple times… we need to start by asking a few simple questions. What are we trying to accomplish? Reaching who? What then are we going to do with the information? Why do we need to be in the social media space?

One can’t deny that online vehicles are growing rapidly, exponentially expanding, and that social media channels are just too large a communication vehicle to ignore. Even so, there has to be the right fit between what a company wants to accomplish online and the vehicles through which it achieves those goals. And it seems that sometimes those key questions haven’t been answered, and the result is an inappropriate or useless execution that simply checks a box. Read full post »

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Corporate Social Responsibility (Not That Kind)


According to Wikipedia, Corporate Social [[wysiwyg_imageupload:112:]]
Responsibility (CSR) is described as “embracing responsibility and encouraging a positive impact through a company’s activities on the environment, consumers, employees, communities, stakeholders and all other members of the public sphere.” Perhaps we should reconsider this description and think of those words as they relate to Pharma in the online/social media space.

During a recent conference on the social/digital space, there were many examples of how Pharma can engage online. But, even with the positive examples given at the conference, our day-to-day experience can paint a different picture. Stung by warnings and violation letters, the Pharma world is very cautious of talking about their company, let alone a product, in the social media space. Read full post »

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What the Pirate Code Can Teach Us about Social Media in Pharma


Recently, Suzannah Palinkas, Vice President, [[wysiwyg_imageupload:102:]]

Healthcare, Washington , D.C., attended the ExL Pharma 5th Annual Digital Pharma East conference in Philadelphia, PA. The following is the first installment in a series of posts inspired by insights gathered at the conference. 

“The pirate code is more what you'd call ‘guidelines’ than actual rules.”

– Captain Barbossa, Pirates of the Caribbean

  Read full post »