Crises that happen to pharmaceutical companies tend to involve serious – or the potential for serious – health issues. These crises can\u2019t be resolved by simply saying the right thing on social media, pharma brands need to focus on continued transparency, education and awareness campaigns to mitigate not only the impact that the crisis has on the brand, but the effect it has on its customers.
\nWhen it comes to dealing with a crisis breaking over social media, regulated industries, such as pharma, may find themselves at a loss when it comes to formulating a response. While a typical consumer facing brand usually has more freedom to communicate, pharma brands must always be aware of the strict regulations under which the industry \u2013 and its communications \u2013 operates.
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While other brands may deal with a high profile crisis \u2013 such as a data breach that impacts millions of customers, or a massive recall of exploding tumble-dryers or gadgets with faulty batteries \u2013 a pharma crisis is often contentious and can involve risk to public health. The stakes are higher, but due to the strict regulations of the industry, pharma brands often worry about how, or even if, to respond.
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While there\u2019s nothing stopping pharma brands from collaborating with celebrities over endorsements of their products, there\u2019s much more for them to consider than a brand in a non-pharma industry.
\nFor example, morning sickness drug, Diclegis faced a reprimand from the FDA<\/a> after Kim Kardashian took to her social channels to promote the pills. Although the posts were quickly deleted, she then had to repost them with full disclosure and side effect warnings.<\/p>\n\n