The FDA talking on audio (podcast) giving their views on pharma involvement with social media. “It’s not the medium, it’s the message…Pharma is responsible for putting together the message (fair balance, risk information, etc..) but they are NOT responsible for what someone else [independently] does with it”
Ask yourself two questions to be safe in social media:
1.) Did the company (or anyone working on behalf of the company – either an agency or a consumer) create the promotional communications?
2.) Is the company, or anyone acting on behalf of the company, actually controlling any part of the [web 2.0] activity including prompting others to communicate about the drug?
If the answer is yes above – Pharma IS clearly responsible for the message (but not the medium itself).
Listen to the 15 minute podcast – a MUST listen