The lack of dedicated guidance for digital marketing channels is regularly said to prevent pharmaceutical companies from using them, or using them more widely.
This is not without good reason. Digital marketing initiatives tend to be more visible to a larger audience than the channels pharma has traditionally focused on, so caution is understandable.
Changes to European pharmacovigilance rules could recommend pharma companies regularly screen digital media for potential adverse events
The 2012 changes to Europe's pharmacovigilance rules could have a significant impact on digital marketing projects run by European pharmaceutical firms
The industry does have regulations that cover digital marketing, but much rests on interpretation
Limited guidance means finding out, and following, internal best practice
A 2011 study found that less than half a per cent of social media mentions of pharma brands contained an adverse event