The recent hullabaloo with some pharma companies pulling out of Facebook got me thinking about whether it is even probable for pharma companies to come across as “more human” and therefore viewed as willing to connect with consumers/patients beyond the PR and marketing scripts.
For example, can pharma companies — whether on Twitter or Facebook — afford to respond with “I don’t know” when asked a question*?
*They are free to follow up with, “I’m not the best person to give you this advice, your doctor is, how may I help you engage your doctor so that you can get meaningful dialog going?”
Can pharma companies afford to say, “we have seen this side effect in our clinical studies that we’ve submitted to the FDA” when patient complains about a certain side effect?
Can pharma companies afford to say, “I’m sorry”?
Is this the problem? — That pharma companies believe they simply cannot afford to come across as more human because of what it will cost?
What do you think?