Heart of the Matter: To tweet or not to tweet — is that still a question?
Communication models have moved on – so why are parts of the pharmaceuticals industry stuck in the dark ages when it comes to adopting a truly multichannel approach in the pre-launch phase? All that Twitters is not gold, but it isn’t pyrite either.
We’ve come a long way since the days of Shakespeare. These days, whether it’s theater or communications, the stage is open to anyone, and the audience doesn’t even have to leave home. All the world’s a stage. So where does the drug industry feature in the global playhouse of multichannel communications? It’s barely reached the end of Act I.