Pharma Marketers Embracing Social Media

Websites such as Facebook and Twitter are increasingly being used by direct-to-consumer pharmaceutical marketing companies in markets where this type of advertising is allowed.

Marketing companies are increasingly turning to social media to promote pharmaceutical products, new research suggests.

Direct-to-consumer (DTC) pharmaceutical marketing is banned in the vast majority of places, with the US and New Zealand being the only countries that currently allow this form of advertising.

But according to the latest report from GBI Research, the strategy is really taking off in those markets, with websites such as Twitter and Facebook providing cost-effective opportunities for promotion.

"Although marketing via social media can be risky, its rewards are becoming increasingly well known," the research firm said in a statement.