Pharma companies shouldn’t lose hope, however. Bayer U.S. recently launched a Pinterest account that highlights the conglomerate’s many divisions. A variety of pinboards focus on sustainability, innovation, and events in the science, technology, engineering and mathematics fields. By avoiding direct discussion of products, the company can focus on safer subjects that are unlikely to create legal problems.
There are also success stories on Twitter. German drug maker Boehringer Ingelheim has a global Twitter feed filled with articles and retweets about more than just prescription drugs. The content ranges from studies about how doctors are using social media to press releases about the company.
Boehringer is very active in its use of hashtags and the company frequently engages with other Twitter accounts. It has very few tweets mentioning its medicines. This approach makes the company a good source of information for anyone interested in health care, which could explain why the feed has 10,465 followers.
What Can Your Company Learn From Pharma?