Social media is no longer just a numbers game for pharma companies. Counting followers, tallying likes or tracking shares was a good start, but numbers alone can’t tell if business goals are met.
That’s especially true in the current era of paid promotions, where numbers can be artificially inflated. Pharma companies today need to figure out how social media helps them reach the right influencers and key opinion leaders, drive traffic to websites or change perceptions of the products or company.