Following a move forcing drug companies on Facebook to open their pages to public comment, many such businesses have begun shutting down their presence on the social network. Facebook is allowing a level of seclusion for drug and product-specific pages, as these will remain closed off from public comments.
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Facebook recently relaxed its policies regarding comments for patient-specific groups, stating that the move would “help encourage an authentic dialogue on pages”. Facebook added that it would allow some pages to keep their walls blocked off from public debate, but the bulk of the drug companies will lose this privilege.
What the companies are most concerned about is the loss of control regarding their brand image.
The reporting of negative side effects, harsh criticisms and the active promotion of generic brands are now a worry for the pharmaceutical corporations. Like any standard Facebook user, drug companies will be able to delete comments although they will be subject to an extra layer of moderating.
A number of companies removed or adapted their pages in the wake of the new regulations. German pharmaceutical giant Bayer consolidated its “Strong at Heart” page, which had some 26 000 fans, into another page with a stronger fan base.
Others removed their Facebook pages altogether. Amgen, a maker of cancer and arthritis medication, removed its “Break Away from Cancer” Facebook page. The company said it was unable to find a solution regarding comment moderation. Purdue Pharma, which specialises in pain medications shut down its “Faces of Pain” page pending the Federal Drug Administration’s (FDA) release of its new rules for online engagement.
A recent survey revealed what the public thought of drug companies Facebook pages, as well as the FDA’s involvement:
