Author(s): Tricia Geoghegans, Marc Monseau
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Social media puts the ‘me’ in media. It creates a powerful consumer democracy that is changing how people access healthcare information online.
The exponential growth of social media platforms and communities in recent years demonstrates the power of consumer-driven critical mass. In pharmaceutical healthcare, this growth has led to unprecedented opportunity for companies committed to improving healthcare literacy and health outcomes through online engagement.
At the time of this writing, the Food and Drug Administration is examining this situation as the industry awaits guidance. Until then, pharmaceutical companies interested in establishing disease awareness resources in social networking platforms such as Facebook® may use existing corporate standards and policies for legal and regulatory compliance when considering programme development, execution, and maintenance.
This article will provide a retrospective overview of Johnson & Johnson's social media efforts during this moment in time that enabled the launch and initial growth of two Facebook® communities for the attention-deficit hyperactivity disorder (ADHD) therapeutic community, ADHD Moms™ for caregivers of children with ADHD, and ADHD Allies™ for adults with ADHD. Specific outcomes will include key learnings on Facebook® fan engagement, social media policy development, and achieving consensus with internal stakeholders for first-in-class programming.
This article was published in Journal of Communication in Healthcare
and referenced in Journal of Mass Communication & Journalism