The news: The world’s 25 largest pharmaceutical companies all have global corporate websites, but many are lacking country-specific sites and their use of social media outside of Facebook is subpar, per the 2023 Worldcom Digital Health Monitor report.
Cut to the chase: Companies were ranked across 11 digital channels, including apps, blogs, corporate and local company websites, and social media sites.
Social media channels:
Our take: We’re taking these findings with a grain of salt.
Big Pharma companies aren’t very different from other multinationals, in that their global presence online is essential. Building trust is key for these sites, blogs, and apps.
But country-specific websites and social media efforts require local staff and constant attention to keep local audiences engaged. And local sites must adhere to local regulations around consumer and patient data privacy, among other issues.
As for social media usage, Big Pharma has been burned before. Last fall, Eli Lilly was the target of a fake Twitter account that sent its stock price tumbling. Since Elon Musk’s takeover as CEO, brands and advertisers across all industries are weighing the pros and cons of keeping a presence there. TikTok presents similar challenges, as bans are spreading worldwide.
This article originally appeared in Insider Intelligence's Digital Health Briefing—a daily recap of top stories reshaping the healthcare industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.
One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844