Q&A: Pharma can report social media successes

How pharma companies should best tap social networks has been a subject of much debate and discussion. The FDA late last year shed limited light on the agency's view as to how companies it regulates should use social media platforms, focusing on areas such as communications about off-label uses of products, but in the ample gray area that remains are plenty of opinions about the best way forward for drugmakers in the realm of the social web. In an interview, Greg Matthews, who heads social media efforts at marketing group WCG, points out that Roche ($RHHBY), which has made its policy on social media public, and Sanofi ($SNY), which has used online crowdsourcing to gather new ideas about improving diabetes care, are two examples of success. Q&A