Healthcare Social Media Guidelines Gain Clarity from Professional Associations

Industry organizations are a growing voice as physicians build their digital marketing capabilities and navigate the regulatory environment, finds Cutting Edge Information

RESEARCH TRIANGLE PARK, N.C.--(BUSINESS WIRE)-- Joining the ever-growing list of organizations, associations and trade groups to weigh in on social media, the American Medical Association has adopted a non-binding policy recommending how physicians should conduct business on social networks. The announcement signifies recognition by the most prominent physicians’ organization that physicians are participating in social media and will likely continue to do so.

“Each week brings a new and astounding statistic about doctors’ technology adoption rates,” said Casey Ferrell, research analyst at consulting firm Cutting Edge Information. “In the near future, practically 100 percent of physicians will own and use a smartphone at work. And tablets aren’t that far behind, either.”

These technologies provide real and meaningful tools to busy doctors across every treatment segment. From medical students to seasoned surgeons, the medical profession is uniquely inclined to want, need and ultimately buy into digital marketing and social media, explaining the disproportionate rate at which doctors use those technologies. “One of the outcomes of that early adopter status is increased exposure to all of the social media channels,” added Ferrell. “So it’s no surprise that physicians tend to report social media usage rates higher than average.”

What is unclear, however, is how they are using those media and for what purpose. To help healthcare marketers, pharmaceutical companies, and device companies keep pace in this evolving landscape, Cutting Edge Information recently published “Pharmaceutical Digital Marketing and Social Media: Mastering Strategy, Managing Growth, and Mitigating Risk,” a benchmarking report featuring the latest primary research from industry executives and thought leaders. The report is designed to help pharmaceutical and biotechnology companies establish a comprehensive digital strategy. The findings can help teams address top-level goals identified by benchmark partners:

  • Integrate their digital marketing with traditional channels
  • Track social media ROI more accurately using carefully selected metrics
  • Build an organizational structure to mitigate compliance risks
  • Use and reporting relationships to address internal and external barriers

For more information about pharmaceutical digital marketing and healthcare social media, visit or contact Eric Bolesh at 919-403-6583.


Cutting Edge Information
Eric Bolesh, 919-403-6583

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