1. Social Media as a Marketing Tool in the
Biopharmaceutical Industry
Jurge Cruz-Alvarez

2. Intro
The purpose of this presentation is to explore how biopharmaceutical companies are using
social media and influencers to sell their products, what regulations they must follow and
get hard data on the success of those campaigns by using tested and trusted social media
tools.

3. Disrupting Through Social Media
A prominent case study in the intersection
of social media, marketing, and the use of
influencers was one involving a social
media post by international celebrity Kim
Kardashian promoting the morning
sickness drug Diclegis.
After the post, the discussion around the
drug shifted to being 50% on forums, 21%
on Twitter, 26% on news outlets and the
rest spread across blogs and comment
sections.

4. Regulation
This case study tested the
regulations put forth by
the FDA and FTC on
promoted social media
posts and best practices.
Looking into this
documents, it’s clear that
further work should be
done

5. For the time frame of November 20th to November 26th 2017, the combination of the #ad +
#health hashtag saw 100 tweets on twitter, 67 original tweets and 33 retweets, with 1.7 million
in potential impressions.

6. Using the social reach widget on Meltwater, we can see that the combination of the
hastags #sponsored + #health had a daily social reach between 7,000 to over
10,000 on Facebook and Twitter.